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Event Jealousy
from: ...Tip! Music is usually at every great event. Without the entertainment and upbeat energy, the dull atmosphere may make employees skip out on a corporate event.
Those of you who were children at one point know how powerful event jealousy can be. Those of you who have children may understand even better. What is "event jealousy"? It's that twinge you get when everybody else got to do something that you didn't get to do. Even if you had no clue beforehand that the event was going to occur, the knowledge that a large group of people that did not include you had a large amount of fun eats at you until all you can think about is why you didn't get to have fun too. Why didn't anyone tell you?
With an event that is by reservation only, invitation only or for which enrollment is small enough to be prohibitive, you may want to consider releasing what's called a post-event announcement. Post-event announcements are press releases which tell people about an event which just occurred as opposed to one which is upcoming. The purpose of these types of announcements is twofold. The first function is, of course, informative. You want to let people and other companies know that your business participated in or sponsored a unique event. You want coverage of your company's activity in the community and society.
Tip! The knock-on effects of running a corporate event can have many benefits including financial gains, brand awareness, networking opportunities, media exposure and increased staff performance. Not every event is the same and different organisations will have different requirements from the event.
The second function is - well, let's face it - a bit more sinister. You don't just want people to know that an event occurred. You want those who were not in attendance to be very aware of that fact. You want them to wish that they had been there, with the result that they will keep their eyes peeled for your next event. After all, everyone who got to go had fun, right?
The way to craft an effective post-event announcement is to let people know what they missed. The first step is to set the tone in terms of what the people who were in attendance experienced. Use key phrases, such as these:
- "Those in attendance were treated to…"
- "A surprise awaited those who showed up…"
- "This was no ordinary night for the crowd in attendance…"
Notice the sense created above of having missed a truly singular event. The company who put on an event described that way must be worth keeping an eye on! After all, you wouldn't want to miss out on an opportunity like the one you just missed.
The second step is to include quotes from people in attendance. In a way, this is not all that different than going up to a friend in school and saying, "Oh man, you should have been at Johnny's party the other night! You totally missed out!" Go back and read that quotation again. Don't you wish you had been at Johnny's party? At the event you wish to promote - or even through emails and phone calls after the event - ask permission to quote certain attendants who really enjoyed themselves. Ask them pointed questions. What was the best part of the event for them? What would they say to someone in your industry who was not in attendance?
Tip! The most successful corporate events are those that are well-planned and flawlessly executed. If your company is hosting a customer appreciation event, a team building day or any other type of corporate event, it pays to hire the best corporate event planner you can find to take care of all the details.
Ultimately your post-event announcement should not create a sense of exclusion, but rather one of a missed opportunity that may be redeemed in the future. Your release should say to its audience, Come be a part of our club! Everyone who becomes a part of our club has fun! The more the merrier! Come join us! Use this strategy and you'll soon be booking larger venues and making longer waiting lists for future events.
Tip! Corporate events can be essential for team gets your building that team working together in a fun environment.
David Pollack is Account Executive and Lead Writer for My Team of Experts, Inc., a public relations firm which specializes in small businesses.
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