We asked Lee den Hond, Blue Platinum Events founder, and the Businesswomen’s Association of South Africa’s 2015 business woman of the year, to explain how it’s done.
What do you do to ensure a good turnout at an event?
There is always a lot of emphasis on the function itself, but RSVP management is critical to getting people to actually attend on the day.
It starts with ensuring that guests have enough time to plan for an event. Guest communication must begin with a timeous ‘save the date’ announcement, say three to four weeks before the event.
Reminders leading up to the event are a good idea because they help people to keep the date top of mind.
In a busy city like Johannesburg, it is especially important to secure a place in guests’ diaries. Make sure your invitation has information about the new product, it’s features and compelling reasons why the invitee would want to attend and try it out.
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What have you learnt from the best and worst product launches?
Innovation comes with high risk; however, do it properly and the payoff is excellent. Four years ago, when 3D was all the rage, we organised a 4D presentation, combining a 3D film with simulated physical effects.
Depending on your budget, doing things differently can be very effective in making people sit up and take notice of your product. It’s all about making the event unforgettable.
On the negative side, you need to control as much as you can to have the best outcomes. You may manage the project, but the relationships you have with service providers are vital.
Let me give you an example. I organised an event that coincided with the 2010 World Cup for a high-value client. From the entertainment to the 5-star venue, everything was in place. But transport was extremely limited at the time, so I was forced to bring in two grubby entry-level minibus taxi’s to help transport VIP guests.
It turned out to be a disaster that worked in my favour – the guests thought it was great that we were empowering taxi drivers!
What are some of the factors often overlooked in a product launch?
The guests arrive, they are welcomed by a meet-and-greet team, and it all looks wonderful. But what about the purpose of the event? People are there to get information.
At that moment when everyone turns to face the stage, you have to hit it hard and make it memorable. Focus on the value that guests need to get out of the event.
The most difficult part of a product launch event isn’t deciding who to invite or where to host it; instead, it’s creating an extraordinary, worthwhile experience for the audience.
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What are the most interesting and effective ways to deliver content?
Less is more. Gone are the days of slide presentations and CEOs talking for an hour. People are bombarded with content today, and are more discerning than ever.
Make sure you use audio-visual and lighting support and stagecraft to bring life to your product launches.
Events are not just about logistics; the role of an event manager is to take the client’s content and help package it in the most exciting and dynamic way.
What action should one take to ensure maximum long-term impact?
Before: Use pre-event communication to achieve maximum hype. If you have an entertainer, send out a video teaser telling the audience.
Make the product available to influencers like friendly customers, prospects, or bloggers who have a sizable online presence. Encourage them to use your product and then write reviews or posts. Have a Facebook page, a microsite for the event, and an event app.
After: Post-event, send out short videos of highlights of the launch. Post that content on the Facebook page and microsite.
If there is a sufficient number of Twitter followers, tweet about the key information and highlights. Create a digital magazine featuring the speakers and photos of the guests. The idea is to keep the event alive for as long as possible.
Choosing a venue
Don’t overlook these important factors.
Venue choice will be driven by your event style and the number of people you’ll be inviting.
Infrastructure is critical. Take into account staging, power supply, water supply, air-conditioning, toilets, erection of temporary structures, emergency services, parking, transport systems, contractor access, disabled access, signage, security, and waste management.
Besides all the razzmatazz, event safety is an extremely important consideration. Make sure there is a safety officer on site, and that all regulatory requirements are met.
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How do you measure success?
Factors include how many people attended, whether they were the right people, how much product was purchased on the night, how much social media activity was generated, and how sales numbers were impacted during the weeks after the event.
Visit www.blueplatinumevents.co.za for more information.
