The Final blog of our 3 Part Series on Launching your Website Event
Get out your pen and paper and scribble down your answers to these questions. When you’re done you’ll all set to get cracking on your new website’s Launch Party!
Step 1. Get Clear on Your Event’s Vision
What is your event type? We’re starting out pretty easy! Is your event a:
- business launch?
- product launch?
- business re-launch?
- “build awareness” event?
What is the “content” of your event?
You’re hosting a website launch, you will still want to communicate important information about your product or service. The details you communicate can be determined by answering:
What is your event’s goal?
- Media coverage?
- Consumer awareness?
Write down the most important things you want to accomplish with your event. These notes will make other crucial decisions down the line a bit simpler. If it doesn’t add value for your guests or help you reach your key goals, do you really need it? This will help you with the next step below.
Step 2. Set a Budget
No matter whether you have a big or small piggy bank for this event you can still ensure it is effective and memorable. And no matter how much you have to spend yourself don’t forget about enlisting key sponsors and partners.
Who makes sense as a sponsor? Which sponsors might increase the event value and experience for your guests? What can you offer each sponsor?
Who might be a good fit as an event partner? What relationship can you have with these brands/individuals?
Tidbits: In this step you can get really crafty and resourceful.
>> For example, if you know you want to have florals (and you absolutely should, even if they are low key) you may be able to incorporate different sponsors to make that happen. Or, you might simply save money by buying flowers (or having them donated) from a grocer and having a designer put them together.
>> If your business is particularly high tech, you may want to look for opportunities to have sponsored charging stations, wi-fi, etc. at your event.
>> Before becoming overwhelmed looking for these relationships, develop a branded sponsor or partnership template with the details of your event, your business history, your prediction for the event’s numbers, what you would like, and what you can promise in return.
>> P.S. Plan to have a 10 – 13% contingency for unexpected costs.
Step 3. What’s your tone? The Event Narrative?
This is where it gets (more) fun!
You understand your clients and your company’s core message better than most. Here’s how to incorporate the thinking you’ve done so far and build a thorough creative brief that will guide you and all those involved with your event. Answer the following:
What are we?
Keep it simple and easy to communicate quickly.
Why are we advertising/hosting an event or communicating to our audience?
Are you doing it:
- to introduce your brand/product?
- to tell current users that there’s something new to look out for?
Who are you talking to?
Think of their mindset, lifestyle, personality, etc. What makes them tick?
What do they currently think?
As in, how do they feel about your brand or your category?
What do we want them to think?
Get inside their heads! What little (and huge) things can you do to set the perception you want?
What’s the single most important thing we can tell them?
Just one thing! Think tagline.
Why should they believe it?
Get some factual support.
Are there any creative guidelines for the event?
- What should the event feel like?
- What shouldn’t it look like?
- Have you promised a partner anything?
- Are there any venue restrictions?
Step 4. Make a Promotion Plan
As business owners this probably goes without saying (because you’re already obsessed with it) but, brand your event.
And finally, of course, social media! Ensure you set up blasts leading up to the event and even create event specific hashtags (which I do recommend), but go next level by providing “moments to keep,” such as professional photos of your guests, or a fun photo booth, or a bottle of wine won in a raffle, or a (you get the point) . . . Why? Because if you’re going to bother putting your logo somewhere, put it on something that goes home (swag)!
Pull this summary document together and share it with your team. This way you can be sure everyone understands the agenda for the event, why you are doing it, what your objectives are and how you want to come across. It’s important that you are all singing from the same hymn sheet but not only that this document will give you confidence about the overall plan and with that confidence you can be sure your event will be a huge success along with the future of your website and your company!