Event Articles

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How to Get Great In-Kind Sponsors 

By: Zack Steel, Festival Event Conference Manager

An in-kind sponsor process is similar to a barter system. In-kind sponsors will provide a service or product to you, in exchange for publicity or a preferred booth at your event. They might also want to receive VIP status.

To get a great in-kind sponsor you need to have a unique event, which has a clear and direct theme. Usually an in-kind sponsor is a small business or does not have a large budget for marketing or promotion. Large companies, however, might also prefer to sponsor in-kind rather than give money for an event or cause. Perhaps, they are not excited about the event, but they might still want to support the cause. This scenario is prevalent when many people have similar events. For example, there are many events, whose purpose is to promote, and gather money for research, towards a cure for a disease.

If a large business is approached by all of them; they might not be able to give money to each one, due to shareholder and other financial concerns.

To resolve any doubt in the mind of the in-kind sponsor, you should make your event distinct. You should have a noteworthy presenter, or offer special giveaways. You could distribute items from your in-kind sponsor to visitors. Any sponsor wants increased exposure and heightened recognition. Therefore, according to your marketing campaign, you should do whatever possible to showcase, and to provide a spotlight for your sponsor.

The more places you list a sponsor, the more sponsorship they are willing to offer in return.

Some sponsors do not want public recognition. Instead, they might want to support your cause for personal, or social reasons. These sponsors might welcome a certificate of recognition, which they can hang on the wall in their office. So it is important to find out the level of exposure desired from a sponsor, and to cater to it.

Knowing the needs, wants and aims of your sponsor, is crucial to receiving their continued support.

An in-kind sponsor that has their own charity, or community programs, will want your event to have partnerships, and networking opportunities; rather than a lot of glitz and glamour. In this case, you should secure the participation a company that creates and prints invitations. Their in-kind support will be used to properly invite key guests. Guests can also be in-kind sponsors.

Some potential visitors can be called upon to list your event on their website, blog or in their newsletter. This in-kind sponsorship provides great exposure. If it stems from a member of the same community or group it will surely be well received by recipients of the distributed media.

Media, including newspapers, magazines and television listings are perhaps the most valuable component of any advertising campaign. The cost to advertise on television can be quite costly. So if you offer the spot of title sponsor to a certain station / program, you will likely get in-kind promotion on television. Every moment that your event is marketed through this media outlet, thousands of potential attendees are becoming aware of your event. There is no limit to the number of in-kind sponsors this effort could generate.


Create an Event that People Will Attend 

By: Zack Steel, Festival Event Conference Manager

The expected result of any event regardless of purpose or type is to have many people attend the function. It is vital to the success of an affair that the right people participate, and share in the value that is
offered by the occasion. So it is to these key participants that a marketing campaign must be directed and clearly targeted.

But what would make potential guests want to join in and share in the happening? Firstly, the topic of the event must be made clear. Also, the  purpose and components of the event need to be publicized effectively and succinctly. If the event will have speakers and assume the model of a forum, then the advertising literature should list the presenters with their biographies and the specific topics to be presented. If the event will have a marketplace and / or vendor component, then this should be explicitly stated in promotional materials. A booklet / listing should be provided to visitors, which contains the names of the companies, who will have a booth at the event. Each business should be accompanied by a short tagline that represents them.

Once the fine details of the event type, purpose and other particulars are fully known; an active campaign should be created. It should specify what makes this event 'the place to be' for a set demographic. 'A grab and tag' marketing effort is sure to draw the attention of a key audience. This process will demonstrate taglines that leave a viewer pondering and wanting more. For example, if the event is for clothing designers, such a campaign and tagline system could follow this model. In the heart of the fashion district, on a large billboard there could be a very poorly dressed man and / or woman wearing some
drab get-up. The tagline on the advertisement might read "Who dressed this person?" or "Is this the newest fashion in..." Viewers will want to know the answer to the question posed, and will be left in slight confusion.  But other viewers alike will begin to discuss the poster and this in
turn creates a buzz.


Getting people talking about an event before it happens, and saying positive or negative statements; is much better than no one noticing the event, when it occurs or afterwards. It is much more effective to spend a  little bit of money to wine and dine the key players of a specific market segment, than to pay a lot of cash for an expensive print media blitz. Inviting the well-known and respected industry leaders, to a mixer  in advance of the main event, is crucial to building momentum. It is also useful to generate interest and participation from potential supporters. Also, listing an advance RSVP date is beneficial, along with VIP perks for registrants. A sense of urgency, mixed with a perceived demand by members
 of high society, to secure a spot at the venue, goes a long way in an effective marketing process. It should be publicized, that space is filling up. Guests should register by a set date to ensure the
best seats, tickets and / or view at the event. This will prompt people to notify you of their intended involvement far in advance.

If your past events were not widely attended, it is probably because the reputation of your company needs to be improved in your market. Your reputation lies in the perceived value and respect that your business is known to generate.Once your reputation is heightened and built up, your company will be perceived as the up-and-coming leader  in your market. Then the key players will request an invitation to your gala. They will want to determine why they were not on the guest list in the first place. Therefore, always create a buzz and keep people talking about your event. A word of mouth campaign can
be highly effective, if the right words are spoken by the right people,
at the right time in the right social circles.


Plan an Environmental Event that is Really Green

By Zack Steel, Festival Event Conference Manager

How do you make your event green?


The first consideration, is to use the least amount of items possible, during the planning and implementation of the event. Cut down on usage of things, wherever you can do so, without negatively affecting the success of your function.


For marketing of the event use electronic media such as websites, blog spots, blogs, yahoo groups, Facebook and electronic bulletin boards. Utilizing e-mail lists from industry partners, list servers and
posting notices / ads on non-profit message boards, is economical and environmentally conscious. If your event is a benefit that does not aim to make a profit, then these portals usually won't charge a fee to list
the occasion. Charityvillage.ca, Planetfriendly.net and Toronto.com are among the many useful platforms for promotion.

If signs are to be used at the event then they should be made of recycled and / or recyclable materials. Inks for printing should be plant based. Plates, cups and cutlery need to be biodegradable and recyclable. Such items can be obtained from Gordon Food Service, among others. Food that is leftover should be composted. Food is a major item of waste and creates a problem when mixed with plates, cups and other
eating utensils that are otherwise recyclable.


A drop-off spot, should be setup to reclaim lanyards and name badges, for reuse and / or recycling. A clearly marked recycle and composting station should be announced, and well marked. Instead of tangible
giveaways, e-mails should be obtained from guests, and they should be sent vouchers to be redeemed at their leisure. Many guests will take whatever is offered, and end up disposing of it at the event or shortly
thereafter. Instead of waste, e-mail lists that are compiled from visitors provide a list of potential clients, who will be the recipients of your online marketing campaign. If interested, an attendee who receives a coupon by e-mail will choose to redeem it on a day following the event, and become an active participant in the marketing process by doing so.

To avoid allergies and related issues, only plant based and unscented cleaning products should be utilized. Also any food that is served, should be free of items known to cause allergies and allergic reactions;  such as eggs, peanuts and gluten.

Most importantly, to keep your event green and to keep the 'green' money in your wallet, you should employ the services of volunteers. Instead of payment, volunteers gain free admission, partake of complimentary food, gain valuable skills, benefit from networking opportunities and much
more!


The Secret To Being Remembered

By Zack Steel, Festival Event Conference Manager

Being remembered is the most valuable acclamation that people can demonstrate to us. But what does it mean that people recall us? Is it just that they think of us in a passing thought? Being remembered
means, that we are acknowledged, and that our reputation has become great. This popularity is worth more than any money. Fame is the true desire of most people.

So you need to make your guests feel famous and honour them with great praise. Prior to an event, when creating invitations to send to potential attendees, you should spend some time researching the background of your potential guests. If you discover that this person is a doctor, lawyer or has another professional designation or that they have a title  that goes with their name, then you should use it when creating the invitation. A guest might be known as the Honourable, the Venerable or simply as the Respected Mr. or Mrs. John, Judy Doe. When a potential guest receives an invitation in the mail - that was hand-written in calligraphy, addressed to them by their title, and signed by the Event Manager - they will feel honoured to attend your event. It is also advisable that the card displays a watermark or embossed seal that bears  the name of the event company, or title sponsor for the event.


At the event, having an usher or guide onsite, to receive and welcome a visitor, will make the guest feel important. This companion should have with them a bottle of water or juice, some light snacks such as peanuts or cookies, and a short biography of their assigned VIP. If visitors approach the VIP to make conversation the escort should be able to confidently introduce the VIP, while noting their accomplishments, to newly introduced acquaintances. A VIP wants to be introduced, and to have
someone else note their key points of interests.


Highlighting a theme of interest to the visitors, is vital to the success of your event, and crucial to being remembered. If your event is a fundraiser, for impoverished children, and you have professional athletes
in attendance, as VIP's; then you should have relevant displays, and photographs onsite that highlight sports persons. If your VIP's are baseball players, then a baseball field theme will work well. The main or
 head table could be called home plate, and the carpet or flooring underneath the table should embody this design. Waiters could be attired in apparel, which shows them as referees with fancy whistles. The area designated for speakers could be labelled as the dugout. The master of ceremonies could be dressed as a fun-spirited mascot. Children in attendance could be encouraged to cheer, when each dignitary is called upon to speak.

For any event with a theme, fun mixed with flare is the key to being remembered. While it is great to have a central theme of focus for the event, and to showcase it in the design and layout of the event; too
many themes will make the event into a circus, and seem bizarre. So tempering what is acceptable, with what is excessive, is your responsibility as a capable event organizer.

Organizing does not stop after the event is complete. Follow-up e-mails, and thank you cards are essential. To maintain continuity with your visitors, and to maintain your impression in the mind of those who attended, be sure to announce your next event; and to highlight it's theme in the follow-up literature from your most recent function.

Continuity propels continued interest, and shows that you are in the business of creating many events; rather than planning only one event every so often. If recipients of the e-mails, and thank you notes reply,
 with suggestions or comments about the event; you should be sure to reply to them; and let them know what you plan to do to implement or resolve points of discussion.

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