In the past several months, I have had several people ask me about bending the rules around business situations or client asks. Some asked, “When is it OK to bend the rules?” while others have questioned not so much “when” but rather “is it OK to bend the rules?” I thought long and hard about this and then consulted several industry leaders for their feedback and thoughts. We all agreed that it is OK to bend the rules. There…
As a not-for-profit festival and event producer, I’m constantly looking for ways to help my events become financially sustainable. After years of producing events, I’ve realized that there’s a revenue stream that often gets overlooked by event organizers: experiential marketing or XM. Experiential marketing can help your bottom line while creating incredible experiences for attendees. What’s the Difference Between Sponsorship and XM? Traditional event sponsorship is a true partnership with comprehensive marketing benefits for the sponsor including pre-promotion, PR…
It is important to always remember that marketing is not direct sales and that marketing is turning the delivery of information into sales. Marketing is continuing to change, especially with the advancement of artificial intelligence in today’s business, event planning and audio visual worlds. Every business I have started, I have named the company around what people are searching for online. When I started Ottawa Special Events, it was because that is what people “Googled”. I also purchased OttawaAudioVisual.com…
What is experiential marketing (XM)? Simply put, it is a strategy for building customer loyalty and brand awareness by curating custom experiences that elicit an emotional response, create memories and influence buying behaviour. When we think about experiential marketing, the first thing that comes to mind are the brand activations at events like SXSW, Coachella and Burning Man where brands invest significant dollars in creating experiences. You might also think of things like the splashy activations that Netflix produced…
You’ve done the work. You’ve created a corporate event that sponsors want to be a part of. They’ve returned your call and now you have a meeting on the books with them. You know they wouldn’t meet with you if they weren’t interested in sponsoring you. There’s revenue and commission there for the taking. Now it’s time for your meeting, and you need to understand what sort of sponsor proposal will get final approval. Here are some questions to…
We all know storytelling works. We are all aware that stories are engaging. They influence people. They inspire and excite. As authors Dan and Chip Heath illustrate in their research, 63 per cent of presentation attendees remember the stories told, while only five per cent remember statistics. Storytelling is critical for you and your organization. We always seem to be on the hunt for great stories to tell that will focus on or accentuate the point or message we…
The sponsorship sales process takes time and relationship building. I let people know that the average timeline between prospect clearance and closing a sponsorship deal is 18-22 months. Yes, some happen in a week. Others are in the mill for three to four years, but on average, it is 18-22 months. So, what happens during that time? From my experience, it is relationship building. When you try to close too early, you typically fail and don’t get the deal,…
Want to make your media and VIP events unforgettable? Let’s dive into our top tips to wow your guests and leave a lasting impression. The stakes are high. This is particularly true when the guest list is packed with media personalities and VIPs. These guests are not just attendees; they are influencers who can amplify the reach of your event far beyond the venue. To ensure your event stands out and attracts these high-profile individuals, strategic marketing is essential.…
In the ever-evolving realm of event planning, mastering the delicate dance of sponsorship management isn’t just a skill; it’s the cornerstone of unlocking financial success, broadening your marketing reach, and fostering lasting partnerships. As event producers, we don the hats of experiential architects, weaving together the threads of innovation, strategy, and collaboration to construct moments that leave a lasting impression. Here are some vital components of effective sponsorship management and common pitfalls: Lead Time: The journey to securing event…
by Shannon Byck and Joe Nishi Back in June 2023, we wrote an article on Why Events Need a Great Reimagination, and our biggest take away from the article was that we see this time as a chance to make change so we do not go back to the mindset on how and why we did things before. One key way to change our mindset is to reset how we plan events. When you think of the term program…
