Jul 2012 | by Hiral Ravatia

8 Essential Formulas for Highly Successful Events


In today's ultra competitive business scenario, every brand has to perform well on the world’s stage to stay ahead. Events have in many ways become instrumental in giving brands a certain unbiased platform to showcase themselves, warranting their onus to perform. The brand’s performance on an event platform is directly linked to its image; and so, its packaging and presentation are key ingredients in developing its on-stage presence. Perceptive events managers, specifically those in the field of entertainment have understood this and realize that captivating the audience through visual and sonic aids; is all that it takes for being in command of a public event.

1. Concept - Always remember, it’s just the ‘concept’. Any idea stretched to its fullest will still have room for integrating new influences – all one needs is a paradigm shift. However, a strong concept provides the foundation so diluting it never bodes well for an event. Never glorify a concept idea; the essential point is to KISS – Keep It Simple Stupid.

2. The Name Game - Every event needs a good name that stays in the head of the audience long after. In the world of brands, a name can make or break your brand. Forget Shakespeare, today, amongst the veritable range of products available, the difference between them depends a lot on just the name. Hence it is imperative for a name to convey the idea of the brand as well as where the focus of the event lies.

3. Logo Logic - It's important for the client to commission a logo for a specific event. Though on the face of it, it might seem diminutive, the identity it creates underlines what a company/cause/ brand stands for. To be put simply, a logo is the brand’s visual ambassador oft becoming the face through which a brand is remembered. A novel and easily understood logo has the potential to overshadow a brand and take up a global life of its own if it provides the much needed emotional connect with the end users.

4. Tag that Line - A catchy tagline adds the pizzazz and acts like a memory magnet for consumers and viewers alike. It’s an extension of the expression the brand. Much like a logo facilitates brand association. A short tag that conveys what the event is all about makes a world of a difference how the brand looks under the spotlight.

5. Signature Element - Complement an event with a signature activity along the lines of its concept. Using that as a highlight, while exploring its full potential makes it the spotlight element of an event. This makes it a trademark or a signature style. Such visual branding elements differentiate it from others and imprint the brand in the minds of the audience.

6. Exclusivity - Just as brands have hierarchy, so do events. An event is considered successful when it isn’t just talked about, but people vie to attend it. Limiting the audience while increasing their emotional connect, hypes the value of a brand and the event. A celebrity attendance certainly generates the buzz, assisting in jump starting and further furnishing the image of the event.

7. Target Acquired - Often overlooked, the success of an event is measured by how well a brand connects with its target audience. An event should reflect what the brand wishes to impress upon the viewers and accordingly keep them engaged within that duration. While planning an event it must be ensured that only the messages, which are to be focused upon, are highlighted.

8. Experiential Branding - Everything in an event - invitations, logo, the venue, the speakers, the décor, posters, gifts, etc. - convey the meaning of a single-minded brand 'identity' and augment in promoting a consistent brand experience. Providing an experience like never before has become a unique selling point of events. It is important to deliver such a consistent experience to the entire audience present. Always remember, the first and last imprints on any audiences’ mind are always the visual and the auditory identity.