8 tips for planning summer brand events
Whether you have jumped back into things fully or you are more cautiously getting back to going to in-person events, the reality is… Events are Baaaaack!
Planning for some fun summer brand activations and other types of events can also help to associate your brand with summer fun. If you haven’t already started planning this you are a little behind, but not to worry! You can still pull something together. You just have to be focused on getting it done. Plus, there are ways to do things more last minute as well, so read on!
Here are 8 tips for planning and running a successful event in the summer.
Define your event goals
What are you hoping to accomplish with this event? Do you want to build brand awareness? (remember to keep an open mind as this can be tricky to measure precisely) Do you want to build your email list or get subscribers to your service? Sell products? Create a PR stunt to generate some buzz? Connect with other local businesses?
Regardless of what your event will look like, you need to plan with intention so you can reach your end goals.
Set a realistic budget
I have talked about budget a lot… It can be one of the hardest things to get in place. You have to be realistic with what you can actually afford. You can make an impact at any budget level, but your budget will determine your overall approach to planning.
Define your audience
Who’s coming to this event? Is it an event for the broader public? Were you hoping to connect with a smaller group of influencers and VIP so they can amplify your message? The size of your audience is often determined by the size of your budget, so that’s why you need to be realistic with your budget. If you have 500 people coming to your event but you can’t afford to feed them or get product in their hands – at least swag, then it won’t be worth it.
Choose your space wisely
Will you do an outdoor event or an indoor? Or perhaps you want a venue that has both? There are a few different things to consider here. First you need to make sure it meets your audience needs/expectations. For example, if you are hoping to connect with an executive/corporate crowd, you’re likely not going to plan for a beach party. You also need to consider various comforts like washrooms for outdoor events, shade, and access for vendors. And, while summer is a great time to connect with potential customers outside, you need to consider permits and licensing requirements as they will vary from city to city and location to location – so do your research!
Lastly, when it comes to a venue, make sure it matches your brand. Remember you need to make that connection for your guests and if it just doesn’t make sense, then it won’t be memorable.
Book a photographer
It can be tempting to save some money and take photos yourself on the day of the event. However, you may get busy while the event is running and could miss opportunities to capture those special moments. Hiring a photographer for all or part of your event ensures that you will get some amazing content that can be used across platforms later on. While you may be thinking in the moment, you can’t execute any of your marketing tactics in a vacuum. They all have to be connected and content is a great way to connect those pieces.
Build a content plan around your event
It can’t begin and end with your event. As mentioned above, content is a great way to connect your event to everything else you’re doing with your marketing. You should integrate social media into your event throughout. From event photos and videos posted live to post event recaps – create a branded hashtag for the event and USE IT and encourage your guests to use it as well. Create that feeling of FOMO (fear of missing out) for people who weren’t there. Social media is also a great way to incorporate User Generated Content (UGC) into your content strategy. Repost those amazing pictures and videos from guests!
Other things you can and should consider are blog posts, emails, and other content for your website. These tools – including social media – can be used both leading up to, during, and after your event.
Have a weather contingency plan
Summer is a great time to get outside. Everyone wants to get outside in the summer (well, I need to be convinced as I burn even in the shade – but I understand that people love it…). The reality is not every day is going to have perfect weather. So if you’re planning for an outside event make sure you have some sort of contingency plan for if it rains or if the temperature is just too high. It could be a different venue, a tent or some other covering, or even shifting to a different day.
Piggyback off of other events
Haven’t planned anything yet? Small budget but hoping for a bigger impact? Piggyback off an event that is already happening this summer. There is so much going on in the summer you just need to figure out what you want to do and how you want to be involved. Is there a cause you’re interested in supporting? Find out if they are doing an event this summer you can sponsor. Can you get a booth at a local market? What about sampling and handing out swag near an event where you’re catch the foot traffic? If the event is already being planned and you can build awareness and reach your goals by joining in on the efforts rather than running something on your own, do it! Remember that your strategy really should depend on your overall goals (and your budget).
Need help planning something great this summer? Book a free 20-minute consultation to see if we can help!