The event currently has no precise and absolute definition, which can be applied in all fields. An academic definition of it corresponds to the use of techniques, actions and individuals in an event in order to disseminate a characteristic message. It can be used in both the public and private domain and can also be addressed to a more specific audience, for example in a conference. In general, companies allocate a defined budget in favour of advertising through the event. Before launching an event, it is important to know its objectives, benefits, disadvantages and risks.
The objectives of an event
An event is a planned action in space and time, it is organized in order to target a specific audience with objectives established in the prerequisites. Indeed, the essential thing in the organization of an event is to set concrete objectives in order to enhance its value. Here are some examples of the objectives of an event: in addition, event communication can be used to inform, it also makes it possible to share know-how on different subjects. It also makes it possible to set up a contact network with customers and potential partners and thus to promote communication. We can add that the event offers the possibility to set up a strategy to obtain a better positioning within a sector and embellish the company’s image at the same time. As part of a training course, the event promotes the recruitment of potential candidates and thus trains competent personnel. And finally, the organization of an event allows the motivation of employees and to show the recognition of employers towards the staff, reinforcing teamwork in the company. It is important to note that the reason for organizing an event, which represents an opportunity to organize it, does not automatically correspond to the objective of the event, which is the reason for organizing the event.
The advantages of the event
A fundamental condition for the organisation of an event is above all that it must be successful and must also be a success in the eyes of the participants. The development of human resources is a key factor at the level of a company and its overall performance is based on that of its employees. Bringing staff together at an event is an opportunity to improve the interaction between each individual. It also makes it possible to develop the partners’ relationships and skills in a relevant way and to optimize the overall quality of the workspace. Event communication also generally offers the privilege of making the company’s internal and external communication more effective through the construction of an ideal image for employees and customers. Indeed, a successful event leads to an improvement in people’s creativity but also creates opportunities to extend the influence of society. Meeting partners and collaborators directly during an event can increase a client’s chances of prospecting and closing the sale of a product but generally remains a neglected means in favour of advertising.
Some major disadvantages
However, working in events represents a high risk because it remains a two-edged commercial strategy. The main purpose of this strategy is to develop the sale of a product but there are no clear indicators to justify the influence of event communication on sales. It should also be added that the existence of counter-examples at meetings may indicate that the event did not have the expected impact on sales and therefore did not contribute to the increase in turnover. The majority of risks are manifested in the form of misunderstanding of the target audience and media failure. Misunderstanding is caused mainly by an association of themes and incompatible objectives (e.g. sport and tobacco) and failure is indicated by an audience disinterested in the event’s message. It is also important to note that the feedback from event communication is not certain and does not provide an indicator of effectiveness, which makes the evaluation of the method uncertain and leads to questions about its use. The maintenance of the event depends strongly on its frequency and level of integration within the company’s commercial strategy.
A cost-effective business method
Companies are driven by the search for commercial profits, on the one hand more important as well as a desire to extend its influence on new markets. Event communication is an asset against the competition and is relevant as a secondary strategy and helps to enhance the company’s reputation. The event contributes firstly to product placement and shows its superiority over competing products and secondly to ensuring a better image of the company towards customers and the public in general. Ultimately, the event is a method applied for qualitative results and is included in the list of optional valuation methods and must therefore be combined with another complementary strategy to avoid false starts.