A PUBLIC EVENT TO MAKE A LASTING IMPRESSION

If you are looking to make a lasting impression by offering a memorable experience, then a public event may be just what you need... You want to create a strong connection with your brand, and your message will inevitably be amplified... You are beginning to lay the foundations for a relationship of preference with your target audience, and this medium is ideal for that...

In short, as you will have understood, by its very nature, a public event (major international sporting events, fairs, trade shows, etc.) helps to create a collective memory that has an impact for those who want to reach the widest possible target audience in their market. Don't forget that a public event is both a collective and a personal experience!

But what are the objectives of a public event?

Public events have several objectives. The main one is to offer an experience that is accessible to as many people as possible in order to create unity and interactivity with the target audience. There are no limits to the creativity involved in creating a public event... as long as the content is appropriate for the target audience. To this end, creating a tailor-made public event will ensure that the concept is in line with your values and objectives.

Given the scale of a public event, it often involves strategic objectives and challenges for your organization! Indeed, generating significant traffic or mass participation around your brand, its message, its concept, etc. is not something to be taken lightly, lest you end up with a counterproductive event and an even greater backlash.

So here are a few tips for organizing your public event.

1. Innovation, originality, and creativity are the keys to success for this type of event. The experience must appeal to your target audience through its environment, activities, entertainment, etc.
2. Give your event a name. If you can't come up with one yourself, choose a theme that speaks to your target audience. Accompany it all with a catchy slogan and logo. Internal brainstorming and an external brief to your agency will be useful for identifying original ideas, unleashing creativity, and diversifying messages.
3. Think about finding elements that will give your event an edge, setting it apart from your competitors.
4. Target a period and plan your event several months in advance.
5. Identify a site and geographical area for the event to take place.
6. Consider promotional aspects (communication plan, materials, channels, media, etc.).
7. Set up essential logistical elements (security, transportation, emergency services, catering, accommodation, etc.).
8. Determine the pricing policy and services offered to future participants (registration solution, reception, goodies, etc.).
9. Identify potential sponsors and partnerships, and the nature of the relationship with them.
10. Secure all legal and contractual aspects (administrative authorization, contracts, insurance, etc.).
11. Approve a budget (or, failing that, a target budget).

Entrust the organization of your public event to professionals

This list, far from exhaustive, shows the breadth of skills required to organize and produce a public event. The technology involved is becoming increasingly sophisticated and participants' expectations are getting higher and higher... So above all, don't improvise! If you want to create emotion (to the point where it becomes unforgettable) and forge a close bond with your audience, don't hesitate to call on a specialist agency, either fully or partially, to maximize your success.

Agence I.S (based in the Paris Region and Lille) specializes in the creation, production, management, and consulting of public events through its IS Sport and IS Brand divisions. Whether your project is local, national, or international, if you have an idea, we can answer your questions and help you bring it to life in the best possible way.