Planning a live event? If you want it to be a success, don't forget the basics, like:
-
MESSAGE: Make sure the on-site elements and activities effectively communicate the message. For example, when WE tv wanted to design an event to highlight its block of wedding programming, it produced an actual branded wedding in the heart of Times Square, marrying five military couples.
-
LOCATION: Secure a venue that's in keeping with your brand, easy for the press to find, and easy for consumers to experience. High-traffic locations like Times Square in NYC, Third Street Promenade in Santa Monica, and Navy Pier in Chicago fit the bill.
-
TIMING: Want morning show cameras there? Looking to be outdoors? Both time of day and time of year should be considered before finalizing your plans. Consider scheduling stunts for 7 a.m. to 9 a.m., as well as offer exclusives and “sneak peaks” to media outlets as early as 5 a.m.
-
PEOPLE: Identify and secure the right people for your stunt. Sometimes the “who” is just as intriguing as the “what.” This applies to everyone — from the contestants participating in a contest, to a recognizable personality to host the event, to talent or VIPs for photo ops.
-
PRIZING AND DONATIONS: Create some sort of reward that helps put a nice finish on your spectacle. Having a contest? Incorporate an exciting prize for an additional press hook. Is there a charity that ties into your brand? Make a donation on site and give the cameras a reason to stick around.
-
PRESS: Try as you might, sometimes they just can't attend. But it's not over when it's over. Follow up with a press release that includes your best photos and a synopsis in order to get that additional ink. Send B-roll to key broadcast outlets, along with high-res photos to print publications.
Network
