How to prepare for a promotional event in the most efficient way? Universal algorithm for IT companies

My experience of conducting event-direction in international IT-companies shows that the preparation for an event can be a huge incomprehensible burden. But the problem turns into a task if we consider the process as a set of small interesting tasks.

So, if you are planning an offline presentation at an industry-specific event, get ready to go through the following steps.

1. Determine the participation objectives.

The simplest and most difficult task. And the most important thing is that positioning and format depend on the goal. I propose to work out such goals:

- analyze the local market and prepare for further promotion;

- introduce a company to a community;

- get photos and videos for newsworthy event;

- do networking;

- make sales;

- analyze the competitive environment;

- get inspired and find ideas for a development.

Ask: what exactly do we want to have from an event in the material or information equivalent? And get it.

2. Form of participation

Event providers offer packages that include different promotion opportunities:

- remote sponsorship – branding of event attributes (badges, dishes, furniture);

- poster presentation – your representatives work in the promotional area, interacting with people near the branded stand;

- speaker's presentation – your representative makes a presentation on stage in front of the audience.

If the budget is bursting, you can "score" on the presentation work and go as a guest.

Remote sponsorship works well for mass service companies if you just need to fill the space, increase awareness and show that you are a large strong company. It is useful for young companies entering the market to introduce a speaker with a cool presentation. If the community already knows and is waiting for you, you can focus on work at the stand and master classes in the promo zone. As for the guest visit – this is an option of "espionage" to collect information about the market and competitors.

3. Team

My favorite topic. Most often, the team is formed randomly regardless the tasks. Please note that you need to send people who will be able to work out the tasks. 

Let's look at the parts the team is playing at the event. In this case we are talking about a complete set: "Stand+speaker+spies."

The main tasks of the stand are to attract potential customers, give them detailed information about the product and create the ground for relations with them. People who can actively interact with the audience and those who are ready to answer any questions about the product should work at the stand. If we talk about IT solutions, it is usually a team of 2-3 people represented by a technical specialist, Brand Ambassador and Sales Managers.

The task of a speaker on the stage is to arouse the audience's interest in further acquaintance with the product. The speaker does not sell directly, but he is looking for points of contact with the audience. I don't need to remind you how important is high quality presentation and impeccable preparation.

As for your "spies", these guys need to collect the most valuable information about competitors. Focus on those aspects that cannot be obtained from open sources. For example, study the interaction in the team of competitors, ways to communicate with customers.

How distributing the parts depends on the competencies of the team's specialists, but my recommendation is never leave less than two people by the stand. It may happen that your product will cause a stir, and there will be more interested people than you expected. It is important to pay attention to everyone, give comprehensive answers and demonstrate the ability of the team to cope with their own success.

5. Preparation for departure

When the goals and format are defined, contracts with the organizers are signed and paid, you can proceed to the formal part. In order to help structure all the details, I offer you a check-list of preparation for departure:

1. Providing information about the company and the speaker to the organizers of an event (logos, photos, description of the company, a brief overview of the speech).

2. Sending information about participation in an event to your subscribers/clients.

3. Publishing articles-announcements in mass media.

4. Design of promotional materials (leaflets, business cards).

5. Print promo materials.

6. Stand design.

7. Stand order (if the organizer does not provide).

8. Making a list of necessary furniture and equipment.

9. Making and ordering souvenirs.

10. Hotel reservation/ visas/ tickets for the team.

11. Drawing up a list of necessary equipment for the implementation of activity by the stand.

12. Agreement with a photographer.

If I have a few days before the event, I order the printing of promotional materials at scene. There's no need to bring tons of paper. As for the stands, the organizers can offer a standard stand, and can sell a place for promotional activity. Be careful when entering into a contract. In the first case, you just need to design a stand according to the specified requirements and branding (pasting) will be made by the exhibition management. If you only bought a place a the stand, then you are the one to care about the design. Take a mobile roll-up or order a full stand, which you have to take care yourself.

Example of standard stand:

Stand we made to order:

As for the effectiveness of souvenirs – that is a controversial issue. I really like to get a souvenir at exhibitions. I use flash drives and pens from events. But I got my favorite flash drive from a company I don't know anything about and I'm not going to find out. I do not even remember how I got this gift and what was happening at that moment by the stand. Thanks for the flash drive! But is this the reaction you expect from a client? I suggest instead of spending resources on souvenirs, think about an activity that will leave a bright unforgettable impression about you. Or give souvenirs for interaction with the product - it is more likely that you will identify and encourage a potential client, not a random wanderer. In the next article I will talk about the options of promotional activities that will help to attract attention and impress the audience.

Souvenir mugs:

My favorite flash drive from one of the events:

Important point: after an event, you must have the materials for a reason. Do not expect to get photos and videos from regular photographers of an event. 1-2 frames is the best you can count on. The last video with my speech I have been begged for six months and in the end I was sent a segment with Russian burring interpreter (the speech was in English). Although the organizers do not always agree to the work of professional operators on the part of the participants, I advise you to insist on this option. Being insufficiently insisting ends up with the lack of video recordings of great performances.

Preparation for an event is a painstaking process that includes many details. Treat it as the most important and only chance to Express yourself. Everything must be at the highest level. It is not enough just to stand at the stand and give away business cards. Visiting an exhibition or conference is an important element of strategic work, a step in the development for the company. And most importantly – the opportunity to demonstrate your ability to resist competitors on in the field!

Ask any questions, I'll be happy to share my experience with you!