By
recording footage via a live video stream during the event can be advantageous.
By executing this, organisation’s can aim to communicate their key message to a
larger audience of the UK market and generate high-quality footage for a
variety of channels; an external video news release highlights package, a promo
for dealers and any other key other media outlets.
Without
the benefit of recording the event, the key message may disappear as the
audience exits. Video footage “can be replayed frequently to remind the viewer
of its message and be used for future reference, future use, or even future
profits for the organisation. It can also reach new audiences who couldn’t
benefit from the initial live event.” (Goldblatt, 1990, p.79/161) The video can
also be easily adapted to other languages for international viewers (e.g. via
subtitles or dubbing). The video news crew and photographer should reflect the
essence of the event without becoming a distraction and make guest’s feel
comfortable.
“Still
photography and creative videography does more than simply capture the event on
film”. Guests can be interviewed on their opinions of the launch and
speeches/performances can be recorded. “The final video can be used as a
promotional tool to attract new audiences. “Video and still photographs can
also be used for publicity. By selecting appropriate shots and creating a VNR
using event footage, this can be reprinted and circulated to key media outlets
for positive coverage” (Goldblatt, 1990, p.164/165).
When conducting an
event, it’s essential that the facility chosen is relevant as well as
practical. The number of guests must also be taken into consideration in order
to predict a suitable size/capacity. In relation to a product launch event for
example, the facility must include; a large room (including seating, projector,
sound system etc.) appropriate to hold a press conference/special briefing as
well as a large open space for a launch party to include a technical demo-area and
canapé/drinks buffet.
A product demo-area
is also recommended to be available at the launch party for third-party apps
vendors and guests. This can “encourage prospective buyers to engage with the product
and enable them to experience the benefits hands-on” (Theaker, 2011, p.372).
“The
reception area (where guests will be welcomed by staff) may create the first
impression but the main function facility will determine the overall design
effectiveness. This is the area where guests will spend most time, and where
your principal message must be communicated in a memorable manner.” (Goldblatt,
1990, p.42)
“To
gain coverage, it’s important to have a good story to tell” (Theaker, 2011,
p.372). A launch event “needs a
visual story, a strong issue or theme – it’s not enough to announce product X,
you must have a narrative” (Tench & Yeomans, 2006, p.319/418). The event needs
to give “a journalist something to write or talk on air about… This should be a
key objective of any PR campaign” When conducting the launch, the chosen theme
should not take any focus away from the product, “it should simply harmonise
it”.
A
theme serves an umbrella, supported by the spokes of individual party elements.
Each is primarily, like the event itself, to attract consumer attention,
captivate the buyer and ultimately persuade them to buy. If any one of these is
weak, the entire theme is less effective. All event elements should be well
connected to the central theme for it to be successful.” (Goldblatt, 1990,
p.54/193)
Having identified
and summarised the overall event management plan, “it is necessary to be more
specific and identify the precise process by detailing all event requirements”
(Stayte & Watt, 1998, p.16). Time management is extremely important and
must be controlled efficiently. To ensure the launch is kept running smoothly
and any problematic issues are kept to a minimum, it may be essential to
conduct an overall timetable and/or contingency plan/risk assessment.
Although guests will
attend the event to learn about a new product, brands need to also ensure
guests have fun and enjoy themselves. This is all about marketing and good PR
so the product “will be associated with something positive and the company will
earn an innovative reputation” within the industry (perfectionsquared,
blogspot, 2009). “If you want people to buy what you’re selling, you need to
have a product worth buying”; this needs to put across strategically and
effectively through Lenovo’s key messages (prolaunch.com, 2011).
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