Originally published by Spice News.
Along with the changes in technology and social trends, the event industry has experienced huge shifts. With 10 years at the helm, Amy Merriman, managing director of Event Planet, stops to reflect on the ever-moving world that is events and the impact for food businesses.
It’s all about you!
Audiences require more personal experiences to create the emotional connection brand managers are seeking. Guests need to be immersed into the world of the brand; this needs to be done by crafting a unique theme and style, right through to the menu and food choices.
At a recent summer launch party for an alcohol brans the values of fun, fresh and summer were brought out through the choice of food. The menu contained seafood, cooked within sight and finger food allowing for the fun to continue. The event has a customised DJ box built out of sand from the beach where the event was hosted, and as a special gift everyone received a pair of branded thongs in their own size.
Fusing the brand positioning with the event theme for the invite, decoration, menu, drinks, gifts and entertainment ensures a truly unique event.
Where are we going?
The good events are the ones that amaze audiences and an important part of that is the venue. It is crucial to seek out never before used or unusual places that complement the event theme. More than ever venues outside of the city centres are popular with audiences who are now more open to travelling out of the CBD to attend events.
Tied up in the venue selection is the concept that many brands need to differentiate themselves from their competitors with the ‘money can’t buy experience’. When a leading telecommunications company wanted to reward and acknowledge their high achievers, we created a dinner on the cricket pitch in the middle of the Sydney Cricket Ground with a surprise visit from legend Richie Benaud.
Doing it for the kids
It is important for event planners to consider the increasing focus on work-life balance, the change in family roles and shifting responsibilities in the workplace. Engagement with your guests is much harder as competition for time increases.
Now it is totally acceptable to have a start and finish time for your event. Product launches and promotional events running for a specified period of time let people plan ahead and allow people to get back to their own lives and responsibilities.
Of course family friendly event require children-approved menus – but dishing up the deep-fried nuggets and chips won’t do. Choose fresh colourful food, organic pizzas and baked sweet potato ‘fries’.
Devil in the detail
With changing environments and new technology, there is one thing that will always be in vogue and that is the role of the really well-organised events.
And one thing that will always remain at the key to delivering successful events is good food served at the right time. For example, when conference delegates break for lunch, they are usually hungry and need good food fast. For cocktail parties, easy to eat ‘one-handed’ food is a must.