Larry D. Lauer

A well crafted special event is an ideal marketing and communication tool. Theses days, however, I am aware of how many events are no more than very expensive missed opportunities.

I continue to be invited to galas and parties where the theme is in no way tied to the institution’s brand, and the remarks are unrelated to its mission, vision or values.  The purpose seems to be more being cute and different than advancing the organization in an exciting setting that supports the organization’s plans for the days ahead. I find myself walking around these events saying to myself, “What are these people thinking?”

Invitation lists should always focus on opinion leaders in key target markets. The invitation process should be seen as a direct and interactive communication opportunity. An impressive invitation will always establish a receptive message climate.  Therefore, the theme of the event should always be shaped to reinforce the institution’s brand identity. A “save the date” notice sent earlier, and/or a follow-up invitation reminder, will also provide additional direct communication opportunities.  When designed effectively invitations will achieve marketing objectives even with many who do not attend.

A special event can deliver an ideal captive audience. Brand message points should always be worked into the decor and theme. You can literally surround your audience with branding reinforcement, and this can be creatively achieved without seeming oppressive. Welcoming and concluding remarks should feature a few brief brand reinforcement points and a call for some kind of action…even if its only a request to help tell the institution’s story.

An evaluation of the event will not only gather important feedback, but it is also another opportunity to repeat your vision and add a few more message points. In addition, a “thank  you for coming” note, or a “we are sorry you could not join us” communication, is an opportunity to continue ongoing supportive relationships.

My conclusion: Purely social events or cocktail parties are a waste of time and resources. On the other hand, a social or other gathering of your most important opinion leaders, where every opportunity is taken to creatively reinforce institutional vision and brand, is potentially one of the most effective marketing and communication tools you have in your toolbox.