Make Your Corporate Event a Success: Important Things to Consider When Planning an Event.

Corporate events are one of the best tactics for putting a face to the name of a company. They allow organizations to connect with stakeholders in a personal way. Organizing a corporate event is not an easy task, but it does not have to be a pain either. An approach that focuses on the goals and planning needs of an event is key to success, whether you are a for-profit or a not for profit organization.

Here are some important considerations:

1.- Organizing and Planning.
Start with a project plan.  This is a to-do list of sorts that includes all the details about your event (before, during and after), which helps you to keep track of what needs to be done and who is responsible. Having a project plan does not mean that some things cannot change last minute, but it helps minimize the likelihood of challenges along the way.

2.- Goals.
Why is this event important? what are you trying to accomplish?
The event goals need to be very clear as communicating internal changes, launching new products or services or hosting a client appreciation event require different approaches.  It is very important to match what the event is attempting to communicate to the audience.

3.- Guests.
Make sure you have a clear target audience and a complete invitation list. Knowing your guest profile will help select the event format and venue. Be certain to send invitations at least 4 weeks in advance. Some people will confirm within a couple of days, some will take longer. However, the more advance time they have to schedule the event the better. But no matter what the situation is, be ready to do some follow up to keep your guest list up to date, and people interested. Also, keep in mind that some people will cancel, others will not show up and some may confirm last minute. 85% attendance is considered a good turnout, so factor that in to your logistical plans.

4.- Agenda and Format.
The agenda and event format need to include topics and opportunities for engagement that are relevant for your target audience, sponsors and V.I.P.s, in order to increase the likelihood of a good turnout.  Guests need to see the value the event offers or they will not attend. Also, be sure to avoid cramming too much into the agenda or important messaging will be lost.

5. Budget.
The budget will ultimately determine the size, format and location of the event. Obtaining several quotes and alternatives is helpful for building a budget with the best value and one that allows you to adapt to change if required. We recommend leaving some room for budget flexibility in case the opportunity arises to grow the event or an unforeseen situation arises (a required change in venue, for example).

6.- Venue.
Consider how many people you’d like to host and whether you will need to offer options for guest accommodation. Decide in advance whether you will require in-house catering, AV, decoration, liquor (and licensing), etc.  There are both inclusive and bare bones venue options, which have different pros and cons.

7.- Event Promotion.
Creating a positive buzz is important. Doing the right marketing for your event does not need to be super expensive as having the right strategy could go further than you think. Getting everybody involved by using social media, an email campaign and other advertising channels would help to generate the right buzz.

Marketing and communications strategies should start early and continue for a few weeks after the event in order to harness maximum impact.

8.- Team Collaboration.
Start by clarifying roles and deadlines. Schedule periodic meetings with your team to track the project plan progress. This will ensure everything is on time, budget and allow for adjustments as necessary.

If you are planning your first corporate event, remember to plan for every phase of the event in advance. This will ensure you stay organized and on top of every step of the way. An event is a project that requires detailed planning, teamwork and time dedication. If you do not have the capacity to follow each phase of the process, be sure to engage a professional to assist you so that your event investment is a success that provides generous results.

Contact Sinclair and Ruiz to learn more about how we can assist and help you to organize your next corporate event: info@sinclairandruiz.com

Mauricio Ruiz
Business Development

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Lesson: How Social Media Organizations Market Themselves

Having a social media strategy is essential. However, it is important to understand the role social media plays in an organizations marketing campaign in order to use it effectively. Social media is a valuable tool, not an inexpensive alternative to integrated marketing. Social Media companies themselves offer the best example.

A few months ago, we attended the LinkedIn Marketing Solutions seminar hosted by LinkedIn, at the Vancouver Convention Centre. This was a great event that shared insight into social media user behavior, how consumers use LinkedIn, as well as the products offered by the company to assist organizations in reaching these consumers.  The sales portion of the presentation was informative, direct and very effective in changing the perception that the platform should mostly be used for personal professional networking purposes and employment searches.  Linked In certainly offers many other valuable tools for organizations wanting to reach their valuable membership. The curious thing about LinkedIn’s brand awareness and sales strategy is that it transcends social media. That is, the tools were promoted via an event that allowed face to face communication, the event was marketed via BC Business (a business magazine and e-newsletter), and the collateral material distributed at the event was a hard copy report. This is a great example of an integrated marketing campaign.

Facebook also promotes product awareness via events. Brooke Oberwetter, associate manager for policy communications at Facebook, spoke at a Vancouver Board of Trade Event in June of this year. Furthermore,  Twitter is using traditional network building strategies in Canada by “developing partnerships with creators of TV and Web programming”, according to the Globe and Mail in an article that suggests they work with traditional media outlets to promote their public relations message.

This is an important lesson, as it showcases the fact that in order to build their valuable membership and customers, they draw on multiple marketing tools. Thus organizations must take advantage of what social media offers, as a tool to be used in a wider strategy.

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to find out how we can integrate social media in to your organization’s marketing strategy. www.sinclairandruiz.com

Case Study: Tennis Sponsorship Campaign

Sinclair and Ruiz designed and implemented a sports marketing sponsorship campaign to reach a niche market for a resort client. The client’s infrastructure encompasses 4 hotels, a marina, golf and country club, and a gated residential community. The multi-dimensional campaign included advertising, PR and event participation, which secured leads as desired.

Following the initial campaign and implementation of the subsequent inbound marketing strategy, leads purchased all-inclusive packages at our client’s resort to participate in a 4-day tennis tournament.

The tournament was incorporated into the sports marketing campaign in order to generate an immediate return on investment. In addition to the tournament participants, those leads provided referrals to spouses and other family members who also traveled to the resort on dates within the 4 months following the conclusion of the campaign. Therefore the encouragement of referrals as part of the campaign increased the client’s short-term return on investment.  Within the first 4 months following the conclusion of the campaign, our client registered a lead conversion rate of 11%, concluding the 12 month cycle with a conversion rate of 33%.

Contact info@sinclairandruiz.com to discuss how sponsorship campaigns and sports marketing can increase your organization’s brand awareness and sales. You may also visit www.sinclairandruiz.com.

 

 

Case Study: Promoting Trade in a Foreign Market

A business organization hired the Sinclair and Ruiz team to develop a communication strategy directed to potential trade partners for their members. S&R prepared the speech and presentation for the client’s event in New York.

The goal was to present  business opportunities and competitive advantages in an effective manner.

Shortly after the communication strategy launch, the client received inquiries from buyers looking to be connected to

the members of the organization who could fulfill their demand for products. Thus, the persuasive communication strategy generated concrete results.

Contact us info@sinclairandruiz.com to discuss how we can assist with the design and execution of effective strategies to open new markets and strengthen relationships with existing clients.

Gaining an Edge through Partnership and Sponsorship Marketing

Marketing partnerships and event sponsorships are effective marketing tools.  The first refers to linking two or more different non-competing brands for marketing purposes. The second refers to brands that become supporters of charities, sporting events, trade shows, etc.  We highly recommend both options because they are cost-effective and – when implemented correctly- provide outstanding results. When S&R designs and implements such strategies for our clients, the efforts generate all or o most of the following (depending on the clients’ needs):

• Exposure to new consumers

• Partnerships  with brands that are prestigious and important to

the target market

• Positive brand association

• Data collection and lead generation

•   Increased brand awareness and enhanced image

•  Added value to customers

•  Exposure in the media

• Revenue

We rely on our networks and those of our clients to carefully seek-out and evaluate opportunities that will provide the best return on investment. When searching for the best opportunity for your brand it is important to know who the target market is and how you want to reach them. Some organizations are better set-up than others to provide the right value.  Annual events and sports organizations often have an established framework within which they work with partners and sponsors.  Others, who have access to your target market, may not have previously provided the service your company requires or are simply less efficient.  Therefore it is important for the marketer to be involved through every step of the campaign.

Partnership and Sponsorship Marketing initiatives Sinclair and Ruiz has coordinated on behalf of our clients include:

• In-kind sponsorships for charity tournaments, cultural and business events. Benefits include brand exposure in printed materials; value added advertising; spoken acknowledgements; speaking opportunities, and activation at the events.

 

• Coordination and implementation of advertising campaigns between different segments of the tourism industry (destination, country, airline, travel agents).

 

• Sponsorship and partnership of sporting events and organizations. Benefits include media exposure, brand exposure in printed materials, spoken acknowledgements, speaking opportunities, activation at the events.

 

These marketing efforts work well for small businesses as well as large organizations.  In order to make the most of partnerships and sponsorships, companies should gain exposure through an integrated mix of advertising and PR.  As always there should be a consistent message directed towards a clear objective.

Related articles that may be of interest:

http://www.businessknowhow.com/marketing/marketing-partnership.htm

http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm

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Turning 5

As S&R enters its  5^th year, we are excited for 2012. How time flies!  It is interesting to look back and  see how far we’ve come.  Considering a few of the highlights, turning 5 means:

• The company has planned and managed 26 exclusive events on behalf of our clients across Canada, the U.S. and Mexico.
• We have represented clients at over 35 tradeshows and third party events.
• S&R staff has been the MC and public speakers at nearly 30 events.
• S&R has designed and executed nearly 20 individual advertising campaigns including 5 public/private sector coops with the Mexico Tourism Board on behalf of private companies and associations.
• We’ve launched image, sales and sports campaigns.
• In terms of PR, the company has coordinated press trips, national T.V. network interviews, provided a spokesperson during radio interviews and participated in crisis management for our clients.
• The S&R team has provided graphic design services for corporate branding and advertising.
• We have translated approximately 100 documents including lease agreements, purchase agreements, marketing material, websites, and correspondence, among others. We’ve provided this service for companies from the real estate, tourism, food, mining, and engineering industries doing international business.

We look forward to the continuing our collaboration with clients, partners and service providers. Cheers to the next 5!

Advertising vs. Public Relations

Advertising and public relations are both different and integral parts of the marketing whole. However, there are plenty of people who take sides and passionately believe in one over the other. For example, the anti- PR camp may agree with the statement in a recent article that  “…Anyone who announces anything is a fool because nobody cares unless they’re Apple or Google…[and] many people still don’t get that public relations is no longer public relations. By many people, I don’t mean just PR people: I mean the companies that hire them and demand they do it a certain, familiar way.” On the other hand, I’ve also heard executives say they stay away from advertising because they don’t believe it is effective. For them the best and only valuable promotional strategy is to earn media coverage.

Public Relations

Public Relations includes much more than press releases and media coverage. PR also includes creating networks (not limited to virtual ones), hosting events, participating in trade shows, corresponding with existing and potential clients, and of course social or new media. The right balance and ensuring your message is directed to the correct audience should result in interest and therefore people caring about what you have to say.

In the case of social or new media, its applications are still in the development phase and currently change. The phenomenon has created much excitement in the PR camp. Yet, not everyone is enthusiastic about the challenges new media represents. As the head of a well established PR company closing its doors explained “…Ad firms are having mixed success with their early forays… and jumping in because their clients expect it…” while on the other hand “Companies have no budget line for this. They don’t know how to measure it. They struggle with balance between responding to customers, over-compensating small issues, or being too ‘corporate’ in their responses. There is no measurement tools that make me go, ‘Snap!!’ that’s who is listening to us.”

It is important to recognize that social media opens the door to endless possibilities. The key is not to become consumed by the options, and as with any strategy, stick to a plan that reaches the company’s objectives. Also, don’t forget that social networks are not limited to Facebook and Twitter. Networks are formed through business, partnerships, and memberships. The main goal of PR is to get people talking about you according to the image you want to portray – one that encourages people to become clients.

 

Advertising

Common comments from those who do not like advertising often mention that a) they prefer not to pay for coverage if they can get it for free and b) that people believe what the media says more than what advertisers say. It is important to take into consideration that earned media does not guarantee full control of the message nor does it control exact timing. In addition, it is up to the company to transmit the right message through their advertising and make the necessary information available to people researching the product in order to satisfy consumers. An ad can include specific information and calls to action that may not be conveyed in earned media. In addition ads can be repeated frequently to maintain the message current while- for example- a columnist is not likely to write about your company 3 times a week for an entire month repeating your message. In fact, even Apple – a company that earns more media attention than most- resorts to advertising to communicate specific information about their products.

Balance
The use of Advertising and PR requires a balance that depends on the company, its goals and the situation. An integral and effective campaign should implement both in a complementary way, especially as people choose multiple media through which to research products. The balance may shift according to the needs of the company and must adjust to new developments. The most important element is to know what you want to achieve and have a clear plan as to how you will achieve it.

Contact us to learn how Sinclair and Ruiz can help design the right strategy and balance for your business.

www.sinclairandruiz.com

www.facebook.com/sinclairandruiz

@sinclairandruiz

Mexico Engages International Stakeholders at Tourism Convention

Mexican President Felipe Calderon Declares 2011 the year of Mexican tourism; while Mexico’s Tourism Secretary praised national and international stakeholders at National Tourism Convention.

 Vancouver, B.C. – January 25th, 2011- Mexico’s third annual National Tourism Convention kicked-off yesterday in Mexico City. The convention is organized by the Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores. This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete.  Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle.

President Calderon declared 2011 the year of Tourism at the convention’s inauguration. The President also announced he would sign a National Tourism Accord in February. These are among several actions that will promote international tourism and investment. The Tourism Secretary noted that Mexico has remained one of the top ten tourist destinations in the world for several years, thanks to all national and international stakeholders. “But we have the potential for further growth…and we recognize it is essential that government, legislators, private sector and academia align efforts towards common actions,” She said.  

 The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of CONCANACO SERVYTUR has encouraged positive engagement of tourism-related issues. Mr. Davila Flores promotes the “Let’s speak and act positively for Mexico” slogan. The phrase aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. “We recognize the need to show tourists we can provide safe and certain conditions when they travel to our country,” noted Mr. Davila Flores. Secretary Guevara acknowledged Mr. Davila Flores’ commitment to concrete actions.

The President noted that the Mexican tourism industry grew by 10% in 2010 and that 99.9% of tourists are not affected by violence, but assured the country is working to improve Mexico’s situation. Mr. Davila Flores noted that tourism directly generates 2.5 million Mexican jobs and 5 million indirectly. Canada and the United States represent the largest source of international tourists for Mexico.

 For further information, please contact:

Carolina Ibarra

carolina@sinclairandruiz.com

1-866-836-8797

S&R to cover Mexico’s National Tourism Convention

The Convention is organized by the National Confederation of Mexican Chambers of Commerce and will take place on January 25th and 26th at the Hilton Hotel in Mexico City.  Featured guests and keynote speakers include, Mexican President Felipe Calderon and Mexico’s Secretary of Tourism Gloria Guevara.

 Vancouver, B.C. – January 24th, 2011-  Sinclair and Ruiz Consulting will provide international public relations services  for Mexico’s the third annual National Tourism Convention. The Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores,  will host the convention on January 25th and 26th, 2011 in Mexico City.

This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government representatives, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete Coppel.   Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle; among others.  The Tourism Industry has great expectations for President Calderon’s address  as well as the presentation by the Secretary of Tourism and  Mr. Davila Flores’ address on behalf of the private sector.

The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of the National Confederation of Chambers of commerce, has encouraged positive engagement of all tourism-related issues. Among other initiatives, Mr. Davila Flores promotes the “Let’s speak positively about Mexico, because we are all Mexico” slogan among the organization’s members. The slogan aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. Through support for the National Tourism Convention the Confederation of Mexican Chambers shows its commitment to developing concrete actions to back-up the slogan.

S&R is thrilled to collaborate with the Confederation of Mexican Chambers on this high profile event that will influence the international tourism industry.

Your Mazatlan Brings Events to Regina, Saskatoon and Edmonton

El Cid Real Estate and Walfre Real Estate will bring a taste of Mazatlan to Regina, Saskatoon and Edmonton on October 14, 15 and 16, respectively.

El Cid Real Estate and Walfre Real Estate will kick-off the  “YourMazatlan” campaign in Saskatchewan and Alberta this October. The campaign – which is also sponsored by the Mexico Tourism Board and the State Tourism Board – will provide a platform for Americans and Canadians who travel to Mazatlan to share their experiences. Thus, travelers who are new to the resort can learn about it through their peers; and Snow Birds will have the opportunity to share their thoughts.

The cocktail receptions, organized by Sinclair and Ruiz, will be a social medium for guests to meet new people and learn about wintering in Mazatlan. A brief presentation will discuss cost of living, healthcare and investment in the city. Several prizes will be raffled  – including accommodation at El Cid Resorts. For further information and to register for the events, please visit www.yourmazatlan.com.

If you don’t live in one of the city’s where the cocktail receptions are taking place, check the website after October 18^th for promotions open to residents across North America and your opportunity to share your experiences.

About the Hosts:

El Cid was one of the first master- planned resorts in Mexico and now boasts 4 hotels, a gated community, 27-hole golf course, Marina and Country Club in Mazatlan; and hotel resorts in Cancun and Cozumel. El Cid is home to the largest community of Americans and Canadians in Mazatlan and continues to be the most exclusive area in Mazatlan.

Walfre Real Estate is the most respected real estate service in Mazatlan with over 30 years of experience serving Americans and Canadians.  Professional services include: sales and leasing, legal and fiscal consulting, property management and rental referrals, translations and interpreter assistance.

El Cid and Walfre, the two most recognized names for Mazatlan’s luxury real estate, have come together to share Mazatlan with North America. There is no better time to experience Mazatlan.