The primary function of the event organization is to bake a bigger-better pie. In other words, the organizing committee essentially gathers-up all the choice ingredients and converts them into something bigger and better —A yummy event pie!
This concept is one of those absolute truths in the event community regardless of how proceeds are distributed –whether you’re a charity or for-profit event.
Let’s start with the something better… Most of us would prefer a slice of pie over individual cups of sugar, flour, milk, and pinches of various spices and flavorings. Likewise, the production of an entertaining and educational event makes visitors appreciate all the individual elements all the more. The event pie is in fact better because of the proximity and combination of all the special ingredients.
It’s the concept of bigger, where many event organizers lose traction…Events are often the beneficiary of a lot of in-kind and reduced-rate resources (ingredients) and it is the productive conversion of those resources into something bigger (the pie) that gives them their real power.
Successful event promotions are an essential class of ingredients. If the goal is to bake that bigger pie, then the ingredients need to be selected and scaled appropriately to fit the recipe. In the event world, a successful outcome often boils down to maximizing attendance and ticket sales. It is not enough to acquire a mismatched collection of free or reduced-rate promotional inventory (ingredients). There must be a strategic approach to acquiring ALL the necessary ingredients and incorporating them at precisely the right time in the process in order to bake a big enough pie to serve all your stakeholders.
Sponsorship is another essential ingredient for most events. Sponsors support your event in the hopes that their investment will be worth more (to them) as part of your something bigger than it would be on its own. Let’s face it, sponsors have options, they could simply write their check directly to the cause and know they are doing good. If their goals are pure business, they could invest directly in a simpler form of business promotion—like buying their own TV ads, billboards or public relations campaign. Investments in sponsorship, as part of a company’s overall marketing mix, actually do require a unique effort to ensure return-on-investment (ROI).
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About Linda Sparks
