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BizBash LuncheonJune 9, 2010
Dennis CornellAssociate Senior Vice President, USC
University Relations and USC Chief of Protocol
What is an event?
An event is the most dynamic “theatrical” opportunity for high-touch communication between your client and their guests
Face to face Voice to voice Scripted Controlled environment Opportunity to change expectations, assumptions Opportunity to reinforce and build belief systems
Purpose of an event
To create the atmosphere and ambience
conducive to receiving the strongest possible message or story
~
This message should produce an
EMOTIONAL, VISCERAL and INTELLECTUAL
response or change in the guest
~Emotional Transformation~
Know Your Message First
What are you trying to say or accomplish?
Primary or public purpose To honor, to celebrate, to commemorate, etc.
Secondary or strategic purpose Create expectation in potential donor, attract next
client, create goodwill, build the emotional pipeline
The Audience
Identify and target the client, audience or constituent groups ~ Eliminate all others
Brings clear focus to the messageCreates “appropriate” exclusivitySaves resources Invitations are not marketing pieces
Entice Them! Competition is rough
Brand your institution and use it consistently and often
“Save the date” cards are wasted opportunities Invitations ~ you are competing with all
organizations and corporations Never, ever use labels Calligraphy, good handwriting, laser printing
The Program Audiences as a group and individuals respond
EMOTIONALLY first, then VISCERALLY
and finally, INTELLECTUALLY
Personalize the story Use anecdotal tales to convey the larger picture Save the “hard sell” for the “face to face” Convey emotional content about specific people,
especially if they can be in the room Add human interest content in an all programming
The Speeches
Do NOT duplicate contentKnow each speaker’s role and “choreograph”
their remarks Not all content has the same value or story 5 minutes is a LONNNNNG TIME! Save your ED, Board Chair or
Spokesperson for the climactic moment
Direct the Program
Guests need and want it! Take them on a journey ~ weave a tale! Begin and End your event with aural and visual
elements including lighting and musical changes Develop “Acts” to guide your audience through
the event Be Brutal when necessary ~ cut when you must Always think from the audience’s point of view Exceed their expectations! Enjoy!