Self

Module – 1

Module I: Introduction
 What are the Characteristic of Special Events
 Relevance of Special events
 New Venture opportunity
 Value Creation
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What are the Characteristic of Special Events

Characteristics
 Use of single community or local venue or site;
 Event with a small footprint (i.e. zero to few street closures, limited area or use of
public right-of-way, little or no traffic redirection/routing)
 Expected attendance of less than 5000;

https://www.nola.gov/special-events/planning/event-classifications/local-special-event/

LOCAL SPECIAL EVENT

A one off or recurring special event that attracts mostly local or community visitors,
has low local media coverage and minimal economic benefit within the municipality
or region.
Download the Special Events Permit Guide for more information about permitting requirements.

Characteristics
Characteristics may include one or more of the following criteria:

 Use of single community or local venue or site;

 Event with a small footprint (i.e. zero to few street closures, limited area or use of
public right-of-way, little or no traffic redirection/routing)
 Expected attendance of less than 5000;
 One to two points of governmental agency interaction (i.e.  visit One Stop Shop,
approval from City Council member); and
 Cost of between $25 and $1,500 in City services, staff time and equipment use.

Examples include a local block party, second line/parade, a local adult soccer club
wishes to host a tournament and end of season party in their local park, a high
school wishing to hold a neighborhood parade to celebrate the football team's
championship win, or a wedding. 
Additional Requirements &
Considerations
 Organizers are required to have a sanitation (clean-up) plan if the event includes
throws and/or debris are produced
 While your event may not require emergency medical coverage, we suggest event
organizers to use EMS personnel during the summer 

Special Event Types

 Wedding

 Parade / Second-Line

 Festival

 Race / Marathon

 Market

 Trade Show

 Outdoor Concert

 Block Party

 Professional Sporting Event 

http://becomeaneventplanner.org/special-event-planning.html

WHAT IS A SPECIAL EVENT?

The special events sector of the industry broadly consists of private events, sporting
events, public events, and fairs & festivals. They are considered ‘special’ events
because they are outside of the host’s normal business, program, or activity.

Special events are generally hospitality or entertainment-based, and are therefore of a

social, rather than business, nature. That’s not to say they don’t still have business
objectives; while some are purely celebratory, many are held for the purpose of
marketing, advertising, promotion, and sales.

Each of these broad categories within special events is actually made up of many
different types of events. Let’s look at each one individually.
PRIVATE EVENTS

PARTIES AND CELEBRATIONS

Typically, when people think of private events they just think of parties and
celebrations; receptions, dinners, birthdays, bar/bat mitzvahs, weddings, and
anniversaries.

Yet, technically, a private event just means one that is aimed at a specific audience of
invited guests, i.e. not open to everyone. Therefore, within the private events category
of special events, there are also several sub-categories.

BRAND COMMUNICATIONS EVENTS

Certain types of brand communications events are private events, such as retail
events, launches, fashion shows, award ceremonies, openings, and premieres. These
are, for the most part, held for invited guests only. So while brand events make up their
own sector of the event industry, they sit under the umbrella of special events; some in
the private events category and others, as we’ll see below, in public events or fairs &
festivals.

CHARITY / NON-PROFIT EVENTS

Similarly, charity events and fundraisers make up another large sector of the events
industry, but these also come under the umbrella of special events. Some, such as gala
dinners, are private events aimed at a particular group of major donors, while others,
as we see below, are public or sporting events, such as bike rides and marathons.

Therefore, private events can be used to encompass many different types of events;
from parties and celebrations, to brand marketing, promotional, and launch events, and
also fundraisers and charity galas—all of which are considered private special events.

PUBLIC EVENTS

Public events are generally held in public spaces, open to the general public, and free
to attend or spectate. They typically require the permission or involvement of public
officials, such as the Mayor or local council.
COMMUNITY / NATIONAL EVENTS

These types of events might be small local community events, such as a street party,
or large-scale national events, such as the  Macy’s Thanksgiving Day Parade .
Sometimes, in the case of the Olympics, they are even international events.

LOCAL COUNCIL / GOVERNMENT EVENTS

Some public events are local council or government-organized events, held for
celebration or entertainment purposes, such as Royal weddings, Presidential
inaugurations, New Year’s Eve celebrations, official commemorative events, street
parties, and town festivals.

PARADES / FESTIVALS / DEMONSTRATIONS

Others, such as parades, public performances, non-commercial festivals, rallies and

protests—everything from Gay Pride to World Zombie Day and Chinese New Year
Festivals—might be organized by community groups or political, religious, and non-
profit organizations in order to celebrate, educate, or demonstrate.

MASS PARTICIPATION EVENTS

Some mass-participation charity / fundraising events are also public events, such as a
fun run or bike ride, which might take place on the city streets, involve road closures,
and be watched by the public.

EXPERIENTIAL EVENTS

Finally, public events can also be organized by commercial companies and brands. The
most common type of commercially-operated public event is a fair or festival—which
we’ll look at in the next section.

Others are actually brand marketing and experiential events—such as roadshows,

product demonstrations, and sampling events—that are looking to target a broad
consumer audience and so take the form of a public event.

In this situation, a brand might hire a public space to create an event, but the actual
purpose is to market, promote, or sell their product directly to consumers. These
events are typically granted permission by public officials because they offer the public
some form of entertainment, shopping, or leisure activity.

For example, Jack Morton Worldwide produced a  Star Wars themed event for Lego  that
involved staging an interactive installation of the largest Lego model ever built in Times
Square. Although the event was held in a public space, members of the public could
attend for free, and it provided free entertainment, its primary purpose was as a brand
marketing and promotional opportunity for Lego.

PURPOSE V FORMAT

Often, the distinction between public events and other types of events can get blurred,
because although the format of the event might mean that it is free and open to the
public, the objective could actually be marketing or fundraising based. In which case,
the event would generally be categorized by its primary purpose, rather than its format.

Sometimes, public events serve a dual purpose and so they span multiple categories of
special events. For example, the  New York City Marathon is both a public event (in
terms of spectating) and a sporting event (in terms of participating), while a city’s
Chinese New Year celebrations are both a public event and a festival.

FAIRS & FESTIVALS

CONVENTIONS / EXHIBITIONS

While some public events are also fairs and festivals, not all fairs and festivals are
public events.

When a convention, exhibition, fair, or festival is aimed at consumers rather than trade,
such as Britain & Ireland’s Next Top Model Live  in the UK or the various
international Star Trek conventions , it is classified as a special event.

While you could argue that these are still a type of public event because anyone can
attend, as long as you pay the entry fee, many of these events are held in private
venues—convention centers or exhibition halls—rather than public spaces. Therefore,
because they are neither free nor held in a public space, they sit within their own
category of special events known as fairs and festivals.
COMMERCIAL FESTIVALS

This category also includes commercially-operated festivals. These events might take
place in a public space, but are created as for-profit events, often by a private company
who has simply hired the location from the council. Some of these events will be free to
attend, and so are often considered public events, but the primary purpose is for the
organizers to make a profit by selling products, food & beverages, or entertainment.

For example, the Winter Wonderland festival that takes place in London’s Hyde Park is
considered a public festival because it’s free to enter and is located in a public space.
However, it has commercial objectives and makes money for a private company by
charging for fairground rides and games, food stalls, beer tents, champagne bars, ice-
skating, and by leasing stalls in its Christmas Market to arts and craft sellers.

COMMERCIAL FESTIVALS ON PUBLIC LAND

Some commercial festivals, for example Nevada’s  Burning Man or Food & Wine
Classic in Aspen, although held on public land and accessible to members of the public
(in the sense that anyone can buy a ticket), are ticketed, for-profit, commercial events
and, as such, are categorized separately from free-to-attend public events.

Other commercial festivals, such as the UK’s  Glastonbury and the

USA’s Coachella music festivals, are held on privately-owned land and so are easily
distinguished from public events.

BRAND OWNED FESTIVALS

Similarly, many fairs and festivals, such as  Virgin’s V Festival , Innocent Smoothie’s
Fruitstock , and Ben & Jerry’s One World One Heart festival , are actually experiential /
brand marketing events created specifically by brands; they just use a festival format in
order to market and promote their products/brand to consumers.

Other brands, instead of creating their own festivals, will simply sponsor existing
festivals that are owned and operated by a separate commercial company or
organization and run as a for-profit event.

https://attendee.events/7-characteristics-successful-event/
7 Characteristics of a Successful Event
What is it that defines a successful event? Attendees should walk away feeling they got great
value for their time and monetary investment. Workshop presenters should hope to be invited
back. The overall event should pay for itself so it doesn’t lose money and can be put on again in
future.

7 Characteristics of a Successful Event

Even though success may be hard to measure, there are some things that you can aim for and
achieve that will show you had some successes with your event. Successful event traits include:

Successful Event Trait # 1: Getting PR

One way to measure the success of your event is by how much exposure you get. The best
marketing is free marketing. Did a local news report mention your event, interview one of your
speakers, or tell people about something else going on during your event? What about print
exposure? Were people talking about your event online? Getting PR can help you have a bigger
turnout the next time, especially if you are hosting an event in the same location time and time
again.

Trait # 2: Excellent Feedback

The very best way to measure how successful your event was is by asking those who attended
the event. Ask for feedback from attendees as well as suggestions for how to improve things.
While some people do just like to complain, others will try to help you improve by pointing out
what you did right and what you can do better. Always include an area on the feedback form that
allows people to write a few notes. You’ll be surprised at some of the fabulous ideas you get that
you can try to implement next time. It is also a good idea to keep feedback anonymous. Yes,
you’ll get a couple of nastigrams, but you’ll also get some honest, helpful feedback that way.

Trait # 3: Speakers Have What They Need

A successful event is one that understands that speakers need tools to be able to give a good
presentation. From overhead projectors to microphones and speakers that work, you should test
these items before the big day and be on hand to fix anything that isn’t working. There is nothing
worse than a speaker unable to talk to the crowd gathered in her room because her microphone
has screechy feedback and it is hurting everyone’s ears. While some people can talk loud
enough to be heard anyway, not everyone is capable of that. The speaker and the attendees will
walk away feeling cheated.

Trait # 4: Things Were Organized

A well organized event tends to be a successful one. If you have assigned tasks to everyone,
planned ahead, and have contingencies in place for emergencies, then things will likely run much
more smoothly than if you try to host an event by the seat of your pants. One big area that should
be well organized is registration. People should move quickly and smoothly through this process
as it is the first impression people have of your event.

Trait # 5: The Food Was Good

Let’s face it – we are a food driven society. When we meet friends, it is often over dinner. When
the family gathers, there is a big meal. People do look forward to meal times at a conference or
event, so make sure they are amazing. Sample the caterer’s food before hiring him or her, for
example. Go above and beyond. Offer three meals, snacks and a dessert bar. You want people
to walk away thinking they got their money’s worth for the conference fee. While you might not be
able to afford to feed them filet mignon, you can definitely feed them one of the tastiest chicken
dishes they’ve ever tried.

Trait # 6: Unexpected Occurrences Were Handled Competently

At any event, something can and probably will go wrong at some point. The key to a successful
event is in how these situations are handled. For example, a storm knocks the power out. Do you
have a backup plan for that? Perhaps you can host a “share your success stories by candlelight”
event in the main dining room and break everyone into groups with a speaker or presenter at
each table. This can turn what would be a catastrophe into a memorable event. The key is to
think through things that might go wrong and come up with a plan to deal with trouble ahead of
time.

Trait # 7: Work Was Delegated

One person can’t do everything to pull off a successful event. You should surround yourself with
people who are smart in different areas and utilize their knowledge and skills to pull off an
amazing event. Is someone amazing at planing centerpieces or planning a party? Put that
person in charge of the welcome gala. Is someone else great at lining up celebrity speakers
because of her connections in the industry? Put her in charge of finding great speakers and
making those speakers feel welcome at the event.

A successful event is far more than one that makes you money. People should talk about your
event long after it ends, share their experiences with others, and look forward to the next time
you host a conference or get together.

https://www.seattle.gov/special-events-office/handbook/special-event-categories

SPECIAL EVENT CATEGORIES

IN THIS SECTION

Athletic Event

Commerical Event

Community Event

Parade

Free Speech Event

Mixed Free Speech Event

Citywide Event

The Special Events Committee assigns each event to an event category. These
categories determine the fee and other policies applied to the event during the
permitting process.  

The Seattle Municipal Code 15.52.005 defines the categories of special events.

Below are the key characteristics of the different type of events.  

Athletic Event  

 Sport or physical activity including runs/walks, cycling, rowing, swimming, or other type
of race, recreational, or competitive contest 

 Typically requires individual or team registration and/or a type of payment or entry fee
(such as registration fee) 

 Participation is generally not free or open to all members of the public 

Examples: charity runs/walks, competitive races, bicycle rides, rowing competitions,
swimming  

Commercial Event  

 Any private event; or 

 Controlled or ticketed entry (e.g., tickets, pay-upon-entry, or suggested donation

posted at entrance) 

 Event name features the name of a for-profit or non-profit business or organization 

 Event is concentrated around a single storefront, building, or is an extension of activity

within a store or place of business (such as a grand opening) 
Examples: concert or festival that requires a ticket or paid admission, business grand
opening or anniversary celebration, marketing event  

Community Event 

 Free and open to all members of the public 

  Provides a public benefit and/or stimulates broad economic or cultural activity within a
neighborhood or business district 

 Organized by neighborhood-based, community-based, ad-hoc groups, or groups that

do not have a geographic base 

 Event has received a government grant (not including sponsorships) to produce the
event 
Examples: large block party, free festival or fair, free concert, public holiday
celebration  

Parade 

 A "fixed point parade" (with defined start and end points) held in public right-of-way
with vehicles, animals, and/or other participants 

 Free and open to all members of the public 

 Provides a public benefit  

Free Speech Event 

 Solely expressive activity, such as march, rally, demonstration, or other activity 

 Does not include non-expressive or commercial activity such as commercial food or

sales  
Examples: protest march, religious procession, picket  

Mixed Free Speech Event 

 Expressive activity, such as march, rally, demonstration, or other activity 

 Includes non-expressive or commercial activity such as commercial food or sales

vendors. Non-expressive activity includes recreation, competition/contests, spectator
sports, athletic events, circuses/fairs/carnivals, food-related activities, sales/trade
shows/business promotions, beach/park clean-ups, and training activities   

Citywide Event 

 Events specifically designated as such according to Seattle Municipal Code

15.52.005 

o Fremont Solstice Parade 

o My Macy's Holiday Parade 

o Seafair Hydroplane Races and Blue Angels Weekend 

 o Seafair Summer Fourth on Lake Union Seafair

o Torchlight Parade 
 Have significant citywide and/or regional impact
----------------------------------------------------------------------------------------------------------------

Relevance of Special events

Special events are an important public relations activity because they satisfy the desire of
most people to participate in an occasion to improve their knowledge and to enjoy the
stimulation of a crowd- the lights, color, sound and movement involved.09-Aug-2013

Special events in public relations

1. 1. Made by : Kawaljeet Kaur Meghna Saluja
2. 2. Special events are an important public relations activity
because they satisfy the desire of most people to participate
in an occasion to improve their knowledge and to enjoy the
stimulation of a crowd- the lights, color, sound and movement
involved.
3. 3. Types of special events
4. 4. An organization selects a specific day or week to be dedicated
and moves to have it officially designated. Once this is
accomplished, its public relations events are planned to call public
attention to the event. Special days for community groups are
designated by corporations as features of their community public
relations programs.
5. 5. Product displays and exhibits on subjects of public interest
are an important feature of many programs. National trade,
business and professional shows, international fairs, and
local regional exhibitions provide facilities for displays.
Industrial exhibits occupy prominent places in hundreds of
museums throughout the country.
6. 6. Conferences, conventions, and meetings give management
an opportunity to communicate in person to hear their
viewpoints, and to discuss policies and programs. Many
corporation managements make an annual personal report to
employees on finances, sales, expansions, problems and
future developments.
7. 7. Anniversary of business and NPO create opportunities to
communicate with the public regarding the progress,
accomplishments and contributions of the organization and to build
public confidence and prestige.
8. 8. Special awards to employees, stockholders, dealers provide
public relations opportunities. Trophies, certificates and promotions
 which are given to employees for suggestions, length of service,
sales and other accomplishments are publicized in both employee
publications and in the community news media.
9. 9. The open is perhaps the most widely employed special event in
corporate-relations programs, various publics are invited to the
event, which ,may include a plant tour, exhibits, films and other
activities.
10. 10. Contests stimulate public interest and appeal to people’s
competitive spirit and desire to excel. Contests for consumers ,
stakeholders, employees and dealers are included in public
relation programs of some organizations.
11. 11. Parades and Pageants play a role in the community-
relations programs of many organizations. Armed Forces Day
sponsored by the Office of Public Services, United States
Department of Defense, is the occasion for parades involving the
army, navy, and marines and flyovers by the air force.
12. 12. Industrial and NPO as well as the armed forces, sponsor
community events to inform the public about their activities and
promote civic improvements.
13. 13. Corporations sponsor plant-community and youth
organizations to build goodwill for the sponsoring organization. The
General Motors corporation sponsors the Fisher Body Craftsman’s
guild to give teenagers an opportunity to practice fine
craftsmanship by means of model-automobile-building
competitions.
14. 14. Some corporation and industrial associations choose
young women of charm, beauty and talent to serve as their public
relations personalities. For instance The National Cotton Council
representing growers, processors and distributors of cotton and its
products, annually selects a “maid of cotton” to dramatize cotton
fashions.
15. 15. Dedication of new facilities and services provide
important public relations opportunities. They are planned by
headquarters public relations departments, assisted by regional
and local staff. After consultation with management, a dedication
committee, composed of department heads, plans the event,
selects the date, makes up the guest list, provides for
transportation and reception of guests, arranges the program and
handles publicity.
16. 16. Special events are meant to be "special;" don't jump in
without careful planning.
17. 17. Events of National Scope are planned and executed by
headquarters Public Relations Department. Local Events are
 planned and executed by Manager of the Local Facility where the
event is held, with the assistance of the headquarters Public
Relations Staff , Regional Public relations Manager and Plant-
community Relations Manager in large corporations. T o conduct
local level events, a special-event committee is
formed.Subcommittes of employees are responsible for advertising
, parking, greeting, guidance, safety, first aid and hospitality.
18. 18. Policies and Objectives are established by Special
event committees Objectives are defined in specific terms to
determine the theme, emphasis , scope, and program. 
Objectives should consider particular interests, background and
knowledge of the persons to be invited. Example: Some of the
objectives of special events in community programs are to
maintain and enhance community approval , correct possible
misconceptions about the sponsor’s organisation,present the
company as a good employerand inform the community of the
volume and value of the company’s local purchases.
19. 19. Designating the overall coordinator. Naming the Event
Themes and Speakers Choosing the Date Estimating
Expenses Schedule Facilities Clerical and Secretarial
Responsibility
20. 20. Correspondence with Speakers The guests
Arranging for Printing Final Staff Appointments Transportation
And Parking Reception Tour Preparation Refreshments and
Souvenirs Pre-event Publlicity (30-60 days before an Event)
21. 21. A special event includes speeches by executives and
guests, inspection of facilities, exhibits , demonstrations of
equipment, guided tours,entertainment, refreshments, motion
pictures and round table discussions PLANT DEDICATION
PROGRAM- begins with musical selections,followed by invocation
by a local clergyman ,welcome by thre Mayor or state governor,
addresses by the company president and a tour of the new facility.
An informal luncheon may be held following the dedication.
22. 22. National and local press and radio and television
representatives are invited to attend the occasion. Advance copies
of speeches , photographs and background material are
distributed to the news media. Radio and television broadcasts are
prearranged with local stations to feature well known speakers,
interviews with important guests and other activities.
23. 23. After the event, a souvenir booklet and descriptive
material are mailed to important guests who were unable to attend.
Thank You Letters go out to media personnel and civic leaders
 expressing appreciation for their contributions to the event and a
Thank-You Advertisement is published in local newspapers.
Persons who attended are questioned after the event to secure
their reactions to the occasion, to evaluate the goodwill created,
and to obtain suggestions for conducting similar affairs in the
future.

Events are the perfect way to generate immediate feedback from

your audience. If you are running a conference, you can use
breakout sessions for smaller group discussions, workshops and
team activities. You can ask questions and delve more deeply into
queries when at an event
https://www.rothamstedenterprises.com/why-events-are-important-for-
your-organisation/

Why events are important for your

organisation
Why planning events is a vital part of your marketing
plan
Marketing professionals plan events as part of their marketing plans for a wide range of
reasons. Whether it be to promote an existing or new product or service, to encourage
communication and engagement between staff and clients, or even to bring teams together for
team-building or a big celebration, events can really help a company to engage with its
audiences.

Here are some of the reasons why Rothamsted Conference Centre and our clients believe that
events are such a vital part of your marketing, HR, communications and engagement plans.

1. A leader in your field

For businesses who want to position themselves as thought leaders or a major player in their
market, holding and running events that talk about new products and services, newsworthy
topics or new areas of innovation, this will help to propel you to a new level of leadership in
your field. Be sure to research your competitor events to understand what the key talking
points are for your area. Identify what specifically you want to be known as a leader for.
Invite key experts and journalists along to speak at your event. Make sure clients are told well
in advance so they plan to attend.
2. Connecting people
One of the main reasons for running events is to build communication and earn trust.
Whether it be a customer-focused event where you invite all your existing clients along to
show them a new service area, or a staff event to thank them for their hard work, or a media
event to launch an innovation in your business, events allow people to connect. To feel part
of something much bigger. To feel connected to others in a similar group or position. To ask
questions. To build rapport. And to connect with new or existing contacts and develop
relationships.

3. Getting your name out there

When running an event, this is a perfect opportunity to talk to prospective and existing
clients, staff, partners, the media and other stakeholders. It supports brand awareness and can
really ensure that your business and your brand name is front and centre in your audience’s
mind.

4. The personal touch

As the saying goes “people buy from people”. Enabling face to face contact with your
customers and developing a good relationship with them can only come from face to face
communication over time. Events can really enable and support this. There is a lot to be said
in this digital age for meeting people ‘in the flesh’. We all communicate extensively online.
Whether it be text, email, skype, etc. But sometimes only face to face will do.

5. Brand recognition
If you create an event which has a lasting impression and leaves a strong message with your
audience, they will associate that with your brand and your brand recognition will improve.

6. Immediate feedback
Events are the perfect way to generate immediate feedback from your audience. If you are
running a conference, you can use breakout sessions for smaller group discussions,
workshops and team activities. You can ask questions and delve more deeply into queries
when at an event. Lastly you can earn the trust that is so vital to the feedback loop when you
hold inclusive, well-planned and participative events.

If you are planning a conference, a training session, or business meetings for your
organisation and you want to work with a team of event specialists, get in touch. Rothamsted
Conference Centre are here to ensure your events run smoothly and seamlessly.
https://weemss.com/blog/special-events-can-help-benefit-business/
 How Special Events Can Help Benefit Your Business
Using special events to promote your company, inspire your employees or
network with your wider industry is a great way to generate new business,
increase your exposure, train your staff and showcase what you have to
offer. For companies of all shapes and sizes, hosting special events
provides a tangible business benefit.
For companies of all shapes and sizes, hosting special events provides a
tangible business benefit. Here, Ofer Yatziv of special events
experts Better Venues shares some of his insights.
Why use special events for your business?
 Promote a product and gain publicity – launch new products, showcasing them to
the world.
 Raise awareness about a charitable cause or community event.
 Make money – use special events to raise funds.
 Improve morale and well-being – special events can easily be team-building days
and corporate away days, designed to improve your team’s well-being and morale.
 

5 ways special events can benefit your business

Special events help you stand out from the pack
Need to get the edge on your competition? Run a special event. The added
glitz and glamour will elevate your event into a higher category – one
that’s a little better than the standard, run-of-the-mill occasion. When
promoting new products, you need to go all guns blazing if you’re to really
stand out from the crowd and attract new customers.

Special events help you be distinctive

Special events are not off-the-peg events. If you work with a professional
special event provider, they’ll plan and deliver an entirely bespoke plan for
your event, whatever it may be: a training day, product launch, corporate
away day, or something else entirely. In this way, special events are an
important part of brand-building. They form a significant and crucial part
of your marketing activity. Unique special events which communicate your
brand in a compelling way enable you to effectively build trust and
familiarity with your employees and customers.
Special events can generate press attention
Firms like Red Bull are masters when it comes to using special events to
get their name in the press. Whizz-bang, edgy, and experiential marketing
campaigns from some of the world’s biggest brands are practically a sure-
fire way to generate and secure press coverage. Media attention gets your
name about, ensuring people are aware of who you are and what your
brand represents.
Special events can help you get better as a business
Special events take time, investment, planning and organisation – and a
lot of it. Much more than a bog-standard event. This can be difficult to
manage and hard to execute, but is guaranteed to pay off in the long run.
Running special events also helps you get better at what you do. As a
business, you learn to be agile and responsive, think creatively and keep
the end goal firmly in sight.

Special events can strengthen your community

As well as promoting products and services, people attending your events
can build relationships with each other, strengthening the wider
community. So special events are not just about marketing new products.
They’re also about forging deeper connections with your customers,
clients, suppliers and people who live and work near your business. All of
this, of course, will ultimately benefit your business, giving you a base of
people to work with and a strong, growing presence in your community.

Special events require cash investment, planning, organisation and a lot of

willpower and motivation. Your first special event may well be beset with
problems. Large-scale events are rarely easy to pull off. But if you
persevere, you’ll soon see the real business benefits of running flagship
events: brand exposure, employee motivation, a great public profile and
significant return on investment.