Good planning proves vital for event theming

Huge importance is attached to event theming - a good theme can bring your brand to life, encapsulate and reinforce messages, set the mood and provide a thought-provoking backdrop to an event.

Whether it is creating an unforgettable party atmosphere or producing a serious business event, a good theme is essential.

The trouble is that, all too often, the theme takes on a life of its own, assumes overall importance and dictates content and direction.

We are all familiar with the scenario.

The need for an event is established, but before even the date, venue or brief are finalised, everyone is competing to come up with that succinct slogan that immediately says it all.

Something catchy is proposed and ideas and tenuous links are formed.

The theme is in the driving seat and, whether it has any real relevance to the communication, is conveniently forgotten.

Inappropriate themes and 'cringeworthy' executions abound.

So how do you maintain the delicate balance between highly imaginative concepts and firm business focus? As well as managing the event, there is a need to manage the creative process.

This means taking a step back and approaching each event as a fresh communication, questioning the brief and establishing firm objectives and measurement criteria.

An impartial third party, such as an event management and production company, can add value and authority to this process.

First, do not forget that whether you are producing an employee or customer conference, AGM, product launch, award ceremony, roadshow, party, incentive, teambuild or hospitality event, it is for a business reason.

We have all seen briefs that simply ask for a party that has 'wow factor' and quite clearly state that there is no business objective - it is purely 'fun'.

But obviously there is an end objective - to reward, recognise, retain and attract employees - and to deny this is to miss an opportunity.

It also makes it harder to justify a decent budget if the event is not measured against business criteria.

So by all means come up with amazing effects, novel entertainment and create that 'party with a difference', but ensure the guests attribute it to being a reward for hard work and the perks of being employed by a great employer.

With a conference or customer forum, objectives are usually more clearly stated and business orientated.

However, all too often these become forgotten when the theme and the content are developed.

As the deadline for the event approaches and input comes from multiple sources and levels, event managers can find themselves pulled in a number of conflicting directions.

It is easy to dance to the tune of the theme and lose sight of objectives, particularly if the two do not match up.

But supposing you have followed best-practice procedures: your objectives have been clearly articulated; a live event has been agreed as the best communication channel, its role in the communication mix defined; and a clear brief has been produced with an accompanying budget and a project plan.

First, consider this: do you have an existing theme or initiative that you can build on? All too often event organisers think they have to introduce a new theme for each event.

Good ideas are not built on.

Money is wasted as creative ideas, staging, displays and collateral have to be produced afresh.

Each conference sees a new theme and there is no message reinforcement or continuity.

However, if you have considered the above and decide to develop a fresh theme, how do you then evaluate and choose that winning concept that captures the imagination, yet is firmly aligned to your objectives? Before you even begin to think of catchy or memorable themes, consider the single main purpose of the event, as well as what you want each participant to take away from it.

Also think about: the other key messages that you need to convey; the theme that best fits these objectives; and the tone that the event should adopt and how this fits with your corporate identity and messaging strategy.

Ideas for the theme could come from a number of sources and you should consider whether to build upon an existing theme.

You should also ask yourself whether the venue style lends itself to a particular idea and whether the geographical location suggests a theme.

Also look into whether the company sponsors an event or other activity that could be tied in.

There may be some topical films, shows, personalities or world events that could provide a hook.

Even if you are producing the event in house, it is worth investing in a creative professional to propose and develop ideas and clearly illustrate how they would be implemented.

Once you have a few ideas, check if you can see how the theme could be executed and linked to your content and if the theme is right is for the audience.

Also check if the theme can be used again or developed to provide a logical progression.

Additionally, consider what your competitors doing; if it is corny; and if it will be recognisable and have the same connotations to other nationalities.

Use humour with care and consider how it supports the overall marketing message and the tone of the communication.

Again, you should consider how well it translates culturally and linguistically.

Do not introduce humour unnecessarily or in an effort to enliven the programme.

Is the style in sync with your business situation? An elaborate, costly production will not be well received by delegates if the company is in the middle of tight budget controls.

Ask yourself if it grabs your attention, inspires and excites you and if, most importantly, it immediately feels right for your company.

Test the idea out on people outside the event planning process; they may pick up on something you have missed.

If you do find a good theme and have run the above checks, then be bold.

It is easy to lose the creative spark through an over-cautious execution.

Similarly, a crude implementation can completely ruin the impact.

A good theme enhances the event.

While it is important not to overwork an idea, consider how it could be reflected in all aspects of the communication from the invitation process through to the content, venue, creative, staging, catering and entertainment.

Also, do not forget the post-event communications.

Get your delegates to live and breathe the theme and that way they will absorb the information and change the way they think and act.

You could consider letting the delegates discover the theme and then the content of the business meeting.

It is a good way to break the ice and get everyone in the right frame of mind.

All this needs careful orchestrating, dedicated resources and either trained in-house or event management professionals to plan, manage, execute and measure.

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