To create as much “buzz” as possible, event planners now use both traditional techniques (think exotic locales and celeb hosts), and the latest event technology and social media engagement. We talk to … the region’s most savvy and seasoned event experts… about how to create buzz-worthy events:
How effective are traditional ways of creating buzz such as exotic locales and gourmet food?
Vera Lee: ‘Sexy’ locations do trigger the imaginations of event participants. But location can’t be the whole event. No matter how amazing the location, it still should be supported by a plan for a 360-degree user experience. A great location can make an excellent first impression, but the event’s substance is really formed out of the packaging that builds its image. For instance, what would you find more attractive; an event called ‘White Christmas in Okinawa’ or an announcement that says ‘the event will be held in Okinawa, Japan, a travel destination well-known for its tropical climate and year-round beaches’?
Celebrity hosts – how helpful in generating buzz?
Vera: Using celebrities is an impactful and speedy way to create a buzz. It can even be quite cost-effective, especially in the world of social media marketing. The celebrity will have their own base of fans, and their own charisma which will guarantee a certain amount of public attention. It gives you a guaranteed audience before you’ve even begun. If the campaign design is interesting, and if you use the right channels as marketing platforms, ‘celebrity branding’ can double or triple the buzz around your event. However, ultimately success depends on how you incorporate the celebrity into the brand and the event. Therefore it’s a must to undertake a comprehensive background search and gain full knowledge of the celebrity’s past, political stance, branding and future prospects before they’re engaged in your campaign.
Asians are ardent foodies. Can top-tier F&B create buzz?
Vera: Sometimes it can create buzz, sometimes not. It depends on the event’s theme. If it’s focused on creating a ‘dining experience’, then naturally top-tier F&B can help create pre-event buzz. The same applies for VIP clients, but only if they are accustomed to the Michelin star-type of dining experience. If so, a 360-degree user experience design will help stimulate their interest, anticipation and imagination. In most cases, we ensure that the creative direction is the driver for all the event planning, meaning that F&B will be decided on according to the event theme and the desired user experience.
New high-tech ways of creating buzz – now a must?
Vera: High-tech tools are definitely a must. There is no going back – they are not a flash in the pan or a fad, people genuinely expect interactive electronic devices to be integral to every experience now. These are vital tools to create interaction, provide entertainment, and aid communication, data collection and viral marketing.
Social Media – How important on today’s ‘buzz-worthy’ scale?
Vera: Social media platforms will continue to be a key stream in the events, marketing and branding industry. The companies operating these platforms foresee a massive increase in usage and demand for these platforms for marketing purposes. That’s why they keep upgrading and introducing new tools and functions – they are serving a real need. When a channel becomes part of people’s everyday lives, as Facebook and Instagram undoubtedly are, that channel becomes hugely valuable for promotion purposes.
** The content above is only an extract of the original full article posted on CEI Asia’s website.
