VIP PRESENCE: A POWERFUL LEVER FOR DIFFERENCE AND AUDIENCE REACH!

Are you organizing an event soon and want to give it a distinctive, memorable, and visible presence? Have you considered booking a VIP, a celebrity, or a public figure? Regardless of the label, the issue is much broader! Associating your image with a personality whose personal following will significantly influence the impact of your event raises many other questions... In the following paragraphs, we'll shed light on the essentials of #VIP Management.

WHY USE ONE OR MORE VIPS?

Good question, but a complex one.

So, before answering this question directly, let's try to start with the key to defining the objective inherent in any project management. Therefore, the first question is: What is your objective? Increase media coverage and impact? Associate your image with the shared values ​​of the targeted VIP? Produce audiovisual content? Highlight a new product? Communicate company values?... The objectives are as varied as the profiles you will encounter!

Organizing an event like a special evening with a celebrity guest—whether from the world of sports, television, music, or elsewhere—will guarantee your event high visibility and amplified media coverage. Whether you want to stand out from the competition or surprise your colleagues, hiring VIPs will produce memorable results if your project is well-managed.

VIP MANAGEMENT FOR YOUR EVENTS

When we talk about VIP management, we're going far beyond simply selecting the VIP(s) you'll associate with your event and, therefore, your brand image.

1 - VIP Profiling

Prerequisite #1 in any VIP management project: selecting the right profile(s) for your event, your objective, and your brand image. A great name, a beautiful person... isn't enough if they don't align with the message you want to convey. Therefore, this first phase begins with profiling the ideal person (a typical profile describing their personality, appearance, role, etc.). This profile will be combined with a shortlist of pre-targeted individuals. Why pre-target? VIPs are in high demand, their schedules are very tight, and their programs are meticulously planned. So, targeting only one person risks creating disappointment if that person is unavailable or doesn't want to be associated with your event. Conversely, don't aim for a large number either; start with a shortlist based on priorities. Above all, remember: VIPs shouldn't be pitted against each other; their reputations are not comparable.

Once you've completed this initial targeting, consider the role you want to assign to this/these VIP(s).

There are different VIP profiles you can contact depending on the event you're organizing: Ambassador; Sponsor; Brand Ambassador; Influencer; Host; Special Guest; Speaker; Interviewer...
The roles assigned to the various VIPs present at the same event can be numerous. Therefore, prioritize the programs by identifying who does what and why.

What budget, what contract?

Partnering with a VIP requires careful planning, especially when it comes to budget and contracts. Before contacting a celebrity or their representative (agent, rights management company, lawyer, etc.), assess the budget you wish to invest in this event-based communication campaign by researching the expected compensation levels for profiles like those you're targeting. This will help you avoid unpleasant surprises, embarrassment, or, conversely, being overcharged. Fame comes at a price. The higher the fame, the higher the rates.

Once you've agreed on the amount, don't neglect the contract and its related terms. All aspects of the relationship must be formalized in a contract (date, location, duration, roles, expectations, fees, support, material benefits, cancellation policy, image rights, etc.). To ensure this, seek advice from legal experts and professionals like Agence IS, who are experienced in planning requests and their execution to avoid last-minute improvisation. Even in the specific case of charitable work, it's advisable to establish a partnership agreement that clearly outlines these elements. Altruistic action doesn't mean a relationship without a defined contractual framework, especially regarding the use of image rights.

What program should you create around this VIP?

A crucial element of a structured relationship between a VIP and your organization is the program of events.

This program is closely linked to the profile of the person chosen for your event. Therefore, make sure that what you have envisioned is feasible. Imagine: you have planned a presentation by your VIP to a large audience, but they are completely unfamiliar with public speaking... Or, you are planning a walkabout in a crowd, but your guest star doesn't want to do this for safety reasons... In other words, the program is managed and co-created to find the best possible presentation.

When building your program, keep a few simple rules in mind. First: your message, your product... must remain the star. The ambassador's or celebrity's fame shouldn't overshadow it. Finding the right balance is crucial to ensure everyone is aligned with the project. Second: find the best fit between the values ​​your brand, company, or event conveys and those embodied by the celebrity. Third: simply having a star isn't enough to guarantee the success of your event or communication campaign. Creating meaning, a clear direction, and a precise script... all of this requires careful planning, so give yourself every advantage.

Measure Your Impact

Hiring a VIP should be a worthwhile investment, as your financial and other commitments can be substantial.

Depending on your objective (image, brand awareness, sales, etc.), you will need to measure the impact. Set clear objectives for media coverage (press, audiovisual media, websites, blogs, social media, etc.) and image by developing a press relations/public relations strategy. Your objectives can be both quantitative (number of articles, TV airtime, audience, web traffic, number of subscribers, etc.) and qualitative (recurring themes associated with your event, Google rating, types of media coverage, publication channels, etc.).

In Conclusion

A true lever for boosting the visibility and attendance of your event, Agence I.S (an event communication and marketing agency located in the Île-de-France region, near Paris and Lille), through its IS Brand division, specializes in consulting, supporting, and managing this type of project. Whether your project is local, national, or international in scope, if you have a project or an idea, we can answer your questions and support you in its optimal realization.