Brand Events & Launches
Events with a job to do: the right people invited, a reason for them to come, and a follow-up plan agreed before the invitations go out.
Überblick
Events are the easiest marketing spend to evaluate by how the evening felt. A full room, good conversation, warm feedback, and no way to connect any of it to the business three months later. A good evening with the wrong people is an expensive social occasion.
Two decisions carry most of the return, and both are made early. Who is genuinely worth being in the room, which usually means inviting fewer people and working harder to get the right ones. And what happens in the two weeks after, which is where the value is realised or lost and which is usually planned the week after it should have started.
Für wen das gedacht ist
- Companies whose events produce good atmosphere and no pipeline
- Businesses launching something that benefits from being experienced
- Teams whose guest list is whoever was on the mailing list
Unser Vorgehen bei Brand Events & Launches
Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.
Objective and guest strategy
What the event is for, and therefore who has to be there. A named target list beats a broad invitation every time.
Format and programme
A shape that suits the objective. Long presentations are the most reliable way to make an event forgettable.
Content and speakers
A reason to attend that is not hospitality. Speakers chosen for what they can say rather than for seniority.
Production and logistics
Venue, technical, catering, accessibility and the run of show, handled so nothing on the day needs your attention.
Capture
Photography, video and quotes gathered on the day, which supply months of content and cost almost nothing extra to plan for.
Follow-up programme
Sequenced contact in the fortnight afterwards, written and scheduled before the event rather than improvised after it.
Vom ersten Gespräch zum gemessenen Ergebnis
Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.
Define
Agree the objective, the target guest list and what success would look like in the following quarter.
Design
Format, programme, venue and the follow-up plan, all decided before invitations are sent.
Deliver
Run the event with production handled, including personal invitation and chasing for the priority guests.
Follow through
Execute the follow-up on schedule and track attendees through to what actually happened.
Ergebnisse statt Aktenordner
Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.
The right room
A smaller, deliberately built guest list outperforms a full room of whoever accepted.
Value realised afterwards
A follow-up plan written in advance is what converts a good evening into pipeline.
Months of content
Planned capture turns one evening into material for social, email and the website.
A number at the end
Tracking attendees through to outcomes gives events something they usually lack: an honest result.
Häufige Fragen zu Brand Events & Launches
Was Kundinnen und Kunden fragen, bevor sie sich melden. Fehlt Ihre Frage, stellen Sie sie uns direkt.
How far in advance should we plan an event?
Three to six months for anything substantial, longer if you need a specific venue or a speaker with a diary. The invitation should go out at least six weeks ahead for senior guests, who book up further out than anyone expects.
How do we measure whether an event worked?
By deciding beforehand what would count, then tracking the specific attendees through to what they did next. Attendance numbers and atmosphere are inputs. The measure is what happened in the following quarter among the people who came.
How many people should we invite?
Fewer than instinct suggests, and work harder on getting the right ones. A room of forty genuinely relevant people is worth considerably more than two hundred who came because it was free.
Do you handle the production or just the strategy?
Both. We can run the whole thing including venue, technical and catering, or work alongside your existing event producer on the strategy, programme and follow-up.
Brand Events & Launches im Kopf?
Sagen Sie uns, was sich ändern soll. Passen wir nicht, sagen wir das und nennen Ihnen eine bessere Adresse.
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Brand Events & Launches steht meist neben weiteren Themen aus Events, Experiential & Offline Activation. Sehen Sie sich den ganzen Bereich an.