The season of goodwill represents an appropriately joyful
opportunity to flag up events expertise to clients, prospects and staff
as well as VIPs and the media, social and otherwise. It is also,
however, a period rife with pr and marketing activity and it is vital to
be creative to stand out. These are three attention-getting suggestions
for Christmas party organisers and venues.
Use the menu to
create a differential. It could, for example, be designed with positive
‘moood’ in mind to help ensure a happy and relaxing party experience
for participants. It may have an emphasis on local sourcing and
‘greenness’, feature options for food allergy or intolerance sufferers,
or stake claim as the most imaginative vegetarian menu. Appropriate
advance booking terms and pricing make these types of offers or packages
manageable.
Position the business as an authority on Christmas
parties by producing some research, from a straightforward survey to a
weighty white paper. Use direct contacts as well as networks such as
LinkedIn to ask questions – consider combining light-hearted views on,
for example, the best and less-than-best aspects with something more
commercially focused such as asking how businesses perceive the ROI from
Christmas parties and how they measure it. Interview academics, experts
and VIPs and hold a focus group to explore the topic in more depth for a
longer report.
Get serious about success. Christmas parties are a
key part of the hr calendar and represent an important annual
investment for most companies, so there is a place for a strategic
approach. For example, engage with the psychology of recognition and
motivation and work it into the offer, or partner with an organisational
psychology professional to offer advice to clients.
– Charlotte Martins delivers creative and proactive PR services to the meetings and events industry. Any comments? Email conferencenews@mashmedia.net
