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7 Tips for Staging a Successful Live Event
In the age of online connections, live events are still an essential part of branding and business building. Hosting a live event gives your brand and business an opportunity to stand out from the competition. In this way, you can achieve a deeper and more meaningful branding effect among your consumers, which is more effective than indirect and media-focused marketing efforts.
Yet, with so many ground-breaking events taking place around the world, businesses and event professionals need to step up their efforts to ensure that the event they host appeals to their target audience and achieves their goals.
The live events industry is booming, so much so that the US Bureau of Labor Statistics predicts that the events industry will grow by 44% between 2010 and 2020, outstripping growth projections for other industries. That said, there is still a lot at stake when organizing a live event. They are very expensive to set up and require significant planning – even if they are just for a weekend.
Here are some best practices for hosting a successful live event.
Sound is the number one ingredient in hosting a successful live event. No matter the size or type of event, the best event companies know that you should always strive for great sound; otherwise, you will lose your audience’s interest and attention.
Microphones are most often part of the setup, so plan to test each one early enough to give your sound engineers time to address any issues that may arise, paying particular attention to wireless frequency interference.
Also, get into the habit of using new batteries for your wireless microphones for each event. If you are using a webcast audio feed, make sure it is clear and audible.
If your event includes remote speakers, schedule a test session with each of them, as most don’t use high-tech setups, but rather a basic headset microphone or even a phone connection.
Over the past few years, live video has proven to be the dominant form of marketing, and when used properly at events, it increases audience engagement. Live video at events offers brands and businesses the opportunity to take advantage of this engaging tool that brings you and your customers together.
Just like in a TED Talk video, plan multiple camera angles to create a cinematic experience. Capturing raw moments and different points of view helps everyone feel closer to the action.
The power of video is enhanced by the fact that you can stream your events to audiences around the world, increasing your live audience and driving the results of your event. Filming of speakers, panels or speakers can later be turned into content (such as webinars) to promote your next event.
Beyond the power of sound, visual elements add an extra component to the story being told. The level and complexity of the spectacle varies depending on the brand’s aesthetic and the nature of the event; however, in all cases, some visual element must be used.
Motion backdrops are a fantastic way to add dimension, as the subtle movement slightly accentuates everything else on stage. For a more extreme visual experience, renting LED lighting is the way to go.
Another idea is to incorporate your brand or business logo into your event look. Overall, you want the event space to turn into an immersive environment.
Admission or credit card processing fees may apply when event tickets are sold. Depending on the company, these can vary between 2.5-3.5% and may include an additional flat fee.
Be sure to build these extra costs into the price rather than adding them on at the end. Psychologically, customers would rather see a slightly higher ticket price than a lot of extra fees added on at the end.
Choosing the venue and venue for your event is a matter that can require a lot of thinking. First, consider the niche your event falls into and what (if any) characteristics the venue has for that niche.
Once you’ve chosen your location, don’t just focus on the positives, but also consider its limitations. Ask about power options, whether certain things set off smoke alarms, ceiling load capacity, etc. – review all the little things that can cause big problems.
In the days and weeks leading up to the event, make sure core team members are familiar with the venue. When everyone is rushing to put everything in place, knowing the fastest routes from A to B will seem like a blessing.
Wherever you decide to host your event, make sure there are plenty of charging stations. You want everyone tweeting your event #hashtag all day!
The most important tip when dealing with product and service suppliers is to use the right attitude. You want to ensure that the people you will be working with are the creme de la creme of the industry.
Organizing and running these events can get a bit confusing and overwhelming, which can only be made worse if the people responsible for the sound, lighting, stage and rigging aren’t paying attention and don’t remember what to do. A good, energetic and motivated attitude helps a lot.
Don’t forget to make sure you reward your team with good food! It’s amazing how much more motivated people can be when hard work is rewarded with a tasty snack or meal.
After the live event is over, ask attendees to provide post-conference feedback. This is the key to making sure your next event runs smoother and more impressive than the last. If you don’t ask, you might never know that the chairs were uncomfortable, that there were too many panels overlapping, or that the coffee maker was never full.
Pro tip: Since you’ll likely need three days of sleep at the end of the event, prepare your post-event emails and surveys before the event begins. Check that all links are working and leave room for any pictures you may add of the event before you hit send.
By hosting a successful and engaging live event, potential customers can begin to develop a relationship with you, increasing their chances of buying from you in the future.
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