Don't Play Chicken With Your Event Marketing

Just because you're standing the middle of the road doesn't mean traffic sees you. The same could be said about event marketing programs. To avoid being hit (in this case, a bad thing), you really only have two options. Make your presence known (through enhanced visual or physical activity), or get out of the road all together.

Simply standing there watching the cars go by is a risky and expensive option.

Sytelabs Has Gone Social

After resisting the awesome power of "social" media as long as we could, Sytelabs has thrown in the towel and expanded our reach into Facebook and Twitter. To join us, select the appropriate icon for each service and you're good to go. You'll also notice that I've synced the twitter feed to the webpage, so if you lack a twitter account, you'll still be able to get your 144-character goodness right here.

There'll undoubtedly be some hiccups as we get started, so thank you in advance for your patience!

-J

Your Product Tells The Story

A few weeks ago, I began watching a documentary series entitled “Long Way Round”. The show chronicles an around-the-world motorcycle journey undertaken by actors Ewan McGregor and Charlie Boorman in 2004 As the series has progressed, I've been struck by how their motorcycles (two BMW R1150GS Adventures) have become almost another pair of characters in the story. Although we're talking about television as opposed to events, I believe that this fact provides several lessons in how one can approach sponsorship opportunities of all types, not simply for events. (Warning – spoilers ahead)

Even when in doubt, it's usually worth the risk – when the actors were selecting bikes for their journey, they narrowed their choices down to two manufacturers, KTM and BMW. Without giving away too much of the drama, KTM was ultimately selected to provide bikes for the project. Prior to their journey, however, KTM rescinded their sponsorship of the project, believing that the actors (and perhaps their motorcycles) would be unable to complete the journey. Even though they were initially deemed the runner up, BMW came through with a pair of motorcycles, which as mentioned above became absolutely critical to the story. Meanwhile, KTM's reluctance to participate not only cost them hours of exposure, but makes them seem unsure of their own product to the very audience who would be interested in it.

Moral – although you may have reservations, if the POTENTIAL benefits of a sponsorship outweigh the risks, it's nearly always worth attempting. Think about this – in the case of this series, the most KTM had to risk was a couple motorcycles. If the adventure failed, the documentary would unlikely to be released to the public, and damage to their reputation (if any) would be minimal. However, if it succeeded (as it did), then the benefits are too numerous to mention. Just ask BMW.

Although flash is great, your product tells the story – BMW's sponsorship of the adventure never once seems forced, heavy-handed, or otherwise awkward to the story. This is due to the fact that beyond the providing the bikes and a few scenes, BMW had the good sense stand back and allow the bikes to tell the story for them. Although minor issues do occur with the bikes, there's no sense that the company somehow attempted to get the film makers to “minimize” the issues that occur. As a result, you come away not only with a respect for the quality of the product, but of the company as well.

Moral – if you don't have confidence in your product, no amount of sponsorship “flash” will compensate for it. Conversely, if you stand by your product, then your best marketing option is to simply focus on demonstrating that product to the public in an appropriate venue, and avoiding anything that may mask that confidence.

A strong partnership is everything – After being rejected as the first choice in motorcycle provider, it would have been very easy for BMW refuse to participate in the project once the KTM deal fell through (after all, no one enjoys being “second best”). Instead, the company came back to the table, and threw a tremendous number of resources into the project. In return for this willingness to foster a relationship despite initial setbacks, BMW turns into the heroes of the story. Not to mention they were essentially given a ten-episode commercial, and continued their participation by providing cycles for the “sequel” to the project, “Long Way Down”.

Moral – Unlike advertising, successful sponsorship programs are not simple transactions. They are relationships. And just as in personal relationships, things are rarely as trouble-free as they may appear from the outside. The key is not to back out at the first sign to difficulty. Rather, you should always be open to compromise, communicate freely, and constantly re-asses and rework your positions and program. Although its often uncomfortable, the benefits are usually worth it.

Arizona Shootings a Chilling Reminder

As this site isn't directly about politics or current events, I'm going to avoid a lengthy discussion concerning the recent shootings of a U.S. Congresswoman and several others at a outreach event this past Saturday (detailed updates can be found here). However, I would like to note that this tragedy should serve as a wake-up call for anyone who conducts open public events (defined for these purposes as those with no clearly defined security checkpoints, and/or those where the “featured” guest is openly accessible to the attending public). One deranged/dedicated individual can cause a mass casualty event in a heartbeat, and we shouldn't be lulled into thinking that “our little event” is immune to such action. We owe it to our guests and performers to always keep their safety at the forefront of our minds when planning and executing our events. Likewise, we should take all possible precautions to educate our staff in the the correct way to deal when such incidents occur.

On that front, I wanted to draw your attention to this post by August Vernon over at Emergency Management Magazine. He's compiled a number of links that, although geared primarily towards first responders, nonetheless have plenty of great tips when putting together our staffing materials. I highly suggest you check them out.

Producing Shows With A Younger Audience

Of all of the concerts I've managed over the years, those featuring younger acts and audiences (N'Sync, Brittney Spears, insert your flavor of the month pop idol here) have proven to be both the most fun AND the most difficult to produce. The high production value, coupled with the insatiable energy of the crowd, creates a environment that can make even the most jaded of event managers smile. However, that same excitement level, paired with the logistical demands of a young, non-driving audience, presents a number of unique challenges not faced when producing a traditional “adult” concert. Below are a few items to keep in mind when putting together such an event

Drop-off and Pick up – You'll likely have a number of guests who will be dropped off by their parents, and will need to be picked up at the end of the evening. This can prove to be a logistical nightmare if you don't account for it in your event's traffic plan. Consider designating an accessible pickup/drop off area for the event, preferably independent of your general parking facilities, and publicize it well. List this feature on your event's website, appropriate media outlets (sponsoring radio stations are usually willing to help), and use visible directional signage at your event parameter. If your event/facility usually charges for parking on-site, you'll want to take these drop-offs into consideration, as well. I recommend creating drop-off passes which your parking cashiers can distribute at your normal cash-points before waving them through. Aside from being useful for identification purposes upon lot re-entry, you can include a map with the recommended rout of access upon pickup. Establishing a specific re-entry route will ensure not only smooth pick-up for your guests parents, but will hopefully keep your egress for becoming gridlocked.

Create a “Parent's Tent” - If you want to reduce the number of drop-offs for your event, consider creating a temporary “parent's tent” for the event. Set up a large tent on the event grounds (preferably outside your access gates) and stock it with tables/chairs, magazines, television, wireless internet, and a concession stand or complimentary beverages. Make sure parents have easy access to the restrooms and their vehicle, and that a representative of the event's management or guest service team checks in with them on a regular basis. Check-ins are important, as your attentiveness to them will (hopefully) alleviate any fears they may have concerning your attending to their children.

Established Meeting Points – For to assist parent's who choose to stay at the event, I recommend establishing an clearly identifiable meeting point within the facility. Aside from aiding in meet-ups at the end of the evening, it allows you to dictate as best as possible your pedestrian flow upon egress. Most “younger” events result in a number of kids milling around with little direction, while their parents fret about where they may have ended up. Point both in the same direction, and you'll save yourself (and your guest's parent) a good deal of time and frustration. Guest service stands and numbered gates are great for this, just make sure your point of congregation doesn't impede traffic flow.

Adjust your staffing (and their attitude) accordingly – Events with a younger audience have their fair share of difficulties. However, drunken and/or violent behavior is usually not one of them. Any incidents can most likely be handled with a gentler hand and a sympathetic demeanor. As such, consider staffing up on your ushers and guest service staff, and reduce your security staff only those essential to maintain order. In addition. make sure all staff is aware of the anticipated demographic, and know how to handle a younger audience.

Have a means to reach parents – It seems most kids these days have cell phones. However, this isn't a universal truth, and phones can easily be lost or stolen. Therefore, make sure you have a plan to for your audience to reach their parents should they need to. This may be something as simple as a payphone (remember those?) or an established land line telephone. If you have a wireless telephone sponsor, consider having them sponsor a “call booth” on site for the event.

Have a plan for serious situations – For as much as we treat these younger events as clean, innocent fun, we must be honest with ourselves and admit that that kids will be kids. There will be fights, vandalism, and substance abuse to some degree. As such, how one treats these incidents is a matter of some debate. Many places will detain an underage guest until released to a guardian. Others turn them over to local authorities immediately out of an abundance of caution. Whatever you choose to do, don't simply wing it. Do your homework as to what your local law requires are before the actual event. A cup of coffee with your local chief of police can answer many of these questions, and has the added benefit of fostering a strong working relationship with the local authorities in a proactive, low stress situation.

These are a but a few of the considerations to make when producing an event geared towards a younger demographic. I'd love to hear your thoughts in the comments.