Week 8: Sponsorship and Event Management

This week’s reading focused on driving home just how essential research is when considering delving into the deep-ended realms of corporate sponsorship and event management.
I think this chapter’s chief purpose may well have been to alert the countless “Samantha Jones” wanna-bees from thinking that the event management area of PR is all there is to it. Even if it was, which we are learning one gruelling chapter at a time that it isn’t, this reading was about pointing out the truly un-fun nature of planning and strategising. What’s obvious is that you have to do a shitload of work before you get to sip on supposedly free cosmos and get your friends on the list to the elitist of parties.
The basic message was that very careful and strategic research must occur before blowing the budget and reputability of the company you’re representing. It should be recognised that event management is just one of the tactics on offer to a Public Relations Practitioner, and so considering its rivals are media releases and leaflets, comprehensive research must strongly indicate that it is a worthwhile venture. This initial research will provide direction and planning to ultimately achieve a more successful outcome. Evaluation research should also be undertaken after all is said and done to measure the success or otherwise.
The research should very specifically indicate what is the RIGHT message the company should be sending and if the nature of the event delivers that message and caters to the objective.
It is widely publicised on various organisational websites that companies are not interested in basic signage at events, preferring incorporated messaged and interactive experiences that align with their core values. A perfect example of successful sponsorship of an event lies in Apple/Mac, which was the major sponsor of last year’s Homebake Music Festival. Their relevance was inherent; their target audience being a youthful demographic as well as having a strong musical marketing influence. A giant white tent was erected which made everything inside look like it was the simplistic set of an Apple ad campaign. It was air-conditioned and away from the elements- perfect for a long day for the crowd in either hot sun or pouring rain. It was filled with free and quickly attainable music of the featured artists to download straight from the available technology onto your own phone. There were countless vibrant staff members ready to assist and make it all as simple as possible. The slogan “Apple, making life easier” was blown up on one wall and was felt by all within.
The tent served as an event in itself- a climate-controlled oasis with a gadget for every problem or dream you’d ever had. The entire thing worked cohesively and relevantly- target audience, event suitability, engagement with product, take-home branding, and available staff to detour any anti-apple attitude with their fresh faces and progressive personas. Event sponsorship brilliance.
This chapter highlighted the research that would have had to gone into achieving that message; that life with apple is easier, more fun, and just generally better. Life, improved. For such a seamless event, un-thought-of research, time and planning would have had to gone into achieving its success.
From this chapter I learnt that if you’re getting free cocktails, you’ve probably paid for them will a whole lot of brain power and elbow grease.