All posts tagged: marketing

What Authors Need to Know About Hosting a Book Launch

Writing a book takes months to years of preparation, research, editing, design and layout until it is ready for publishing. Once that is done, you have in your hands, your priced creation, your baby really. And that’s when the real work starts. So far, you have focussed on conceiving and giving birth. Now it is time to get your baby ready for the world outside. It is time to get your book onto the bookshelves of avid readers and into the aisles of libraries. The best way to market your book is to launch it. Book launches are nifty techniques to create a personal brand for the author and generate awareness in the publishing industry about your work while establishing a connection with the readers and media. It is an excellent way to amplify sales and interest in your book. Of course, such a promotional event can serve as an opportunity to celebrate with friends and family while also garnering the attention necessary to market your book. Planning a book launch might sound daunting but …

How to Host a Spectacular Award Show

An award show is a lot more than an event. It is a chance to celerbate in style the achievements of those whose contributions you value and appreciate. So what does it really take to set up a mesmerising show? Whether you are recognizing the excellence of the leaders in your industry or that of your own stalwarts, an award show is a wonderful opportunity to bring everyone together, express your appreciation and also have some jolly good fun. It is a celebration of achievements, and that’s why the show needs to dazzle; it should be rich in ambiance and have high-intensity merriment. You might assume that there are just two types of people at an award show – the judges and the guests. But the guests are very much judges too, secretly evaluating the candidates in their minds, whispering their choices to the people seated adjacent to them. All your nominees are going to be there – the winners and the non-winners, perhaps even with their family and friends. Here are 10 actionable steps …

Rewards and Incentives for Women at the Workplace

This piece, written by one of our close friends, seeks to understand what it is like being a woman attendee in events and programs, that are almost always designed, perhaps unconsciously, for men. Rewards Only for Men “I don’t want to outperform ever” I am sure that’s not the response organizations expect from their top performers. But if a top performer happens to be a woman, it might not be that surprising. “I was rewarded for my performance once with a trip to Thailand. I had a horrible time.” She said in a tone of absolute disappointment and disgust. Even though the location was selected and the schedule was designed with a clear intent to ‘reward employees’, it didn’t feel like a reward to her. The trip included a series of events designed for high testosterone misogynistic men – strip clubs, massages with a happy ending and ‘special’ shows. She was the only woman in a group of almost 70 men, mainly sales and marketing teams including her seniors. Even they were uncomfortable with her …

Should You Work With An Event Planner?

Decided to host an event? A very real dilemma a lot of people face is whether to rely on their own people internally to execute an event or work with an event planner. We hope to answer that question for you. An event is a significant opportunity for you to connect with your stakeholders – whether they be your clients, your employees, analysts or your fans. When you put people in a room together (or in the garden, if you are hosting an outdoor event), they will remember the time based on their interaction with you. And that means, not just the conversations had, or lessons imparted, but also the ambience, the decor and maybe even the food and beverages served. Irrespective of how long or short an event is, it is an opportunity for you to create something memorable. What good will a jam-packed hall be if your audience does not even enjoy the show? More importantly, how would you even get those seats filled in the first place, if you cannot at least …

7 Things That Suck About Events Management Business In India

Back in 2015, our friend Saurabh Garg wrote about 7 things he thought were awful about the events business in India. What do you think of these today? Have they changed? Improved? Or are they, still the same? Background: At a point in life, I’ve worked with a medium-sized event and BTL activation agency for close to 4 years. While with them, I did everything from scrubbing the floor (despite my aversion to dust) to lifting heavy boxes (despite my hernia) to pitching for new work (despite my low self-esteem) to managing clients (despite my non-political demeanor) to writing AV scripts (despite English not being my mother tongue) to even seeing the world (I would’ve done that anyhow-travel is big on my to-do lists) to a lot of other things that I can’t talk about on a public forum. And to be honest, I loved all of it. I loved the good bits and I loved the bad bits. The parcel. The woods and the trees. And I loved the variety of work I did. And …

What You Need to Get a Job at an Events Company

Being in the events management business is like being on a rollercoaster ride. The adrenaline rush. The speed. The sometimes scary, sometimes thrilling adventure. The fact is, once you’re on this ride, it is almost impossible to get off. Whether you are a fresher, who is stoked every time you see a stage being prepped up for a concert at your college festival, or whether you’re a seasoned marketer who has been dabbling in other verticals and is now keen on entering the events space, there are some qualities you MUST have. You will need creativity to be your mantra As an events manager, you are responsible for taking a project from concept to fruition. This calls for an exceptional amount of creativity. Events are never dull, so neither are the jobs, and neither can be your concepts. In fact, creativity helps establish a unique style to the event, setting it apart from the rest and affording a novel experience to the attendees. From designing interactions to crafting email invitations to even the food being …

7 Occupational Hazards of Being a Professional Event Manager

Throwback from Saurabh Garg’s Medium blog, thoughts every bit as relevant today as they were when first written. Last three years, apart from dabbling into other small time things, I spent most of my time as an event manager. And as an event manager, I planned, executed and managed events of all sizes. From audiences as small as 5 guests to a crowd as big as 20,00,000 over a period of five days, I managed it all. So first things first. Unlike other “office” jobs where you are supposed to just play the role of an email jockey, you need to be out there on the ground and be a live witness to all the “action”. In most cases, rather than being a mere witness, you end up being part of the “crime scene”. I did not mind any of this action; on the other hand, I loved being in the middle of all these crime scenes. And more time I spent in the middle, more time I wanted to spend. It was like an …

When A Real-Life Event Expands to Social Media

Social media is the perfect way to enrich an event. Creating an online attraction can be just as important as the one on the ground. Here’s how a brand gave a local event the kind of reach that is worth emulating. A business that’s 126 years old. Spread across 60 countries. Selling products ranging from $40 DVD players to MRI scanners that cost $1 million. As far as businesses go, you could almost categorize it in the league of ancients. You might expect such a large conglomerate, that boasts of over 110,000 employees, to face the classic innovator’s dilemma — too large and bound to fail in the face of evolving technology someday. Except, this brand is no stranger to innovation. In fact, it confidently states “Innovation and you” in its tagline. Yes, we are talking about Philips Lighting. Philips has been seducing the world with its innovative concepts for a very long time. From jazzing up Bruno Mars’ concerts to efficiently lighting up cities like  Rotterdam, Philips Lighting has consistently shown that not only …

Things you do after an event is over

7 Things That You Do After An Event Is Over

A hard and a long day at work comes to an end. Well, almost. After an event is over, irrespective of how it goes, almost all event managers end up depressed after all the adrenaline that an event pumps into their system. I wrote about this last week. Here read it. Quite a few friends from the industry read it. And a handful of those who read it in entirety (it was a long piece at some 2000 words) called to say that they could relate to it, word by word. Of course everyone had a different perspective. This is what makes life awesome — multiple perspectives, multiple personalities, each as different as chalk and cheese. But then, everyone who called, invariably agreed on one thing. The thing about post-event depression. And then I thought may be it would be a good idea to explore this depression in little more detail. Actually not depression but things that people do, after an event, to get over their depression. I mean I reckon that most men in jobs that …

The Ultimate Checklist for Planning the Perfect Event

The Ultimate Checklist For Planning The Perfect Event

Events are an invitation to your audience to experience your brand and business in person. There is a physical engagement. There is an opportunity to form an emotional bond. Most of all, events provide you with a means to accelerate your sales cycle. With tons of intrusive messages seeking the attention of your target audience every single day, traditional push-marketing tactics are losing their effectiveness. How do you stand out in all that noise and make yourself heard? Traditional advertising channels are unidirectional. No one really enjoys being on the receiving end of a hard-sell. Events on the other hand create a meaningful dialogue between a brand and its audience. No wonder brands reserve 25-30% of their advertising budgets for creating or sponsoring events1. Gone are the days of billboards, TV and print ads screaming messages in large print to an unsegmented audience. With events you reach the exact audience intended, allowing your brand to be highly visbile, delivering the intended brand perception, increasing enaggement by creating a community of loyal followers and advocates and strengthening …

#in2017 — A Wishlist For The Events Industry

Throwback from last year – Saurabh talks about the trends he anticipates the events industry will witness in 2017. Now that the year is past, in retrospect, what do you think of the 7 trends he spoke of a year ago? So, my team asked me to put together a list of seven things which I would love to work on #in2017. It was a tough one. For two reasons. A, I love the new and I chase the new like a mad man. And B, the events industry has not seen any huge innovations since we learnt how to put up a stage. After all, there is a stage, a backdrop (or a LED screen), there is AV equipment and there’s entertainment. Most things that we see are a permutation and combination of these basics. And the way things are going, I am not sure if there are any great innovations around the corner (except a few ‘shows’ that take months and months of planning and execution — The BMW 100 years for example). So, …

Top 5 Event Trends Of 2018

Amazing events aren’t about setting up a stage, perfecting the seating arrangement and getting different vendors and technicians to come together to set up installations. Amazing events are about experiences. There must be a compelling story you want to tell. It takes a lot of nuanced planning. You must craft ways to engage with your audience. Only then can you hope to have the desired impact from an event. While we meet with some of the best minds in the industry and pick their brains on what they think the state of events will be like this year, here are a few trends we seek to explore and analyze this month. 1. Live Entertainment Starts Getting Due Respect Why did people pay INR 76,000 to watch Justin Bieber perform live in Mumbai last year? Why does the Indian Derby carry a purse of INR 3 crore? It is the lure of mass entertainment! While people will pay to sit at home and watch events on their big-screen televisions that display high-definition videos, they will place …