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Launch Of A New Branch
Posted By: RachelP on 12/19/2006 10:38 AM (CST) 1125 Points
I am working for a Global energy training company.
The management has decided to open a new branch.

It is in the month of Feb and I am thinking to invite clients and media to a evening cocktail party at a 5star hotel. Provides good food (just finger food buffet), good Jazz music and good corporate gift. It will start at 6.30pm and ends at 10-10.30pm.

My target audience are Training and Hr personnel or top energy companies management.
Does anyone have any better ideas for a launch party?
Any good ideas for corporate give-away?

Thanks
RachelP

Posted by: NuCoPro Accepted Answer
12/19/2006 10:50 AM (CST)
If you've got the budget - sounds great! However, I would start and end the event earlier, say 6 pm - 8 pm.

This way people can come directly from work and still get home before it gets too late in the evening. If you were providing dinner you might be able to run the event longer, but even with that, I doubt people would hang around more than a couple of hours max for a "grand opening" event.

Also, I would do a first-class invitation and tell your guests there will be a nice gift provided.
 
Posted by: Puru Gupta Accepted Answer
12/19/2006 11:00 AM (CST)
Rachel,
Do you have any previous experience on hosting such parties before? Meetings, or conferences, or informal gatherings of similar nature?

I would recommend a seminar or a conference followed by a cocktail party for such an audience. Simply hosting a party might or might not hold prospects. If HR personnel or business managers could contribute in a conference and you could also chip in leveraging your competencies, it might prove to mutually beneficial and substantial take-aways for the participants and attendees. Would help in pertinent leads too.

Hope this helps!
Regards
Puru
 
Posted by: jamie Accepted Answer
12/19/2006 11:03 AM (CST)
Make sure the gift value does not violate any HR policies for your targets.

Also, take a step back and ask yourself, why would any of these people come to this event. What is in it for them. There is little in your description to cover that and, nice as you are, these folks will need a good business reason to come and connect with you.
 
Posted by: NuCoPro Accepted Answer
12/19/2006 11:13 AM (CST)
If you could get a VIP of interest to your audience to speak briefly that always helps bring in the people. I agree with my colleagues that it IS difficult to get people to attend almost ANY business event anymore - unless you have a compelling hook!
 
Posted by: Frank Hurtte Accepted Answer
12/19/2006 12:07 PM (CST)
The location is key.. what works in small cities will not work in Chicago, LA, New York.

That being said, I have found that starting the event at 4 works best in the Midwest. If you do the event at 6:30 you will have trouble attracting some of the people you want to attend.

Events that are partially on company time and partially on employee time allows the person attending to think.. if the event sucks I can still be home at a reasonable hour.
 
Posted by: CarolBlaha Accepted Answer
12/19/2006 1:44 PM (CST)
I think you should focus on driving attendance. You are fortunate you have given yourself a couple months to plan. Consider fusion marketing with a nonprofit (energy and environmental issues) which might help press. A good keynote will also attract guests. Remember they'll need a strong "whats in it for me" to attend. I like the ideas of starting the event earlier-- especially if you are only doing finger food for guests.

Good Luck, Carol
Sell Well and Prosper tm
[URL deleted by staff]
 
Posted by: bigstarnow Accepted Answer
12/19/2006 4:01 PM (CST)
ipod
room fragrance diffuser
crystal paperweight with your logo
pedometers
 
Posted by: ASVP/ChrisB Accepted Answer
12/19/2006 4:51 PM (CST)
Rather than provide a prescriptive solution or personal opinion, I'm suggesting a process here:

How many people are you targeting to attract?

20? 200? 2,000?

What's the #1 message you need to communicate to them?

What's the ONE reason you think they will find for attending?

Once you know those, you then need to identify all the possible reasons each target attendee may find for non-attendance.

Call a few targets to discuss what they would find as attractive and compelling venues, entertainment, times, etc, and what they would find a turn-off.

The reality is people never stay away from these functions in droves. Nor do they arrive in droves. They make the decisions to attend - or skip it -one person at a time.

Instead of a "one-size fits all" approach to the launch, you may find it more economic to launch the business in an entirely different way to reach more of the target market.

Hope that helps.
 
Posted by: RachelP Author Response
12/19/2006 9:12 PM (CST)
Thanks all for your kind suggestion.

CarolBlaha,
You have a very good point here. Topics and key speaker is what attracts ppl to attend this event. How should I go about doing this? I only have very little time left to do this. Should we write an letter to the Ministry of Trades? I am thinking to employ a PR company to do this. Kindly note that we are located in Singapore.

Thanks
RachelP
 
Posted by: Puru Gupta Accepted Answer
12/19/2006 9:58 PM (CST)
Rachel,
You could get in touch with the Association of Industries for this particular sector. They would have a strong network of organizations/individuals, and would be more than willing to arrange for speakers for an event.

Few such associations -
- Sustainable Energy Association of Singapore (SEAS)
- National Environment Agency
- International Association for Energy Economics (IAEE) - Singapore affiliate

Hope this helps!
Regards
Puru
 
Posted by: Ann Sheehy Accepted Answer
12/20/2006 1:44 AM (CST)
Rachel,

How about hosting a launch breakfast? I have found these very successful here in Ireland - start at say 7.30 and guarantee to have them out by 9am at the latest - this means that you're not interfering with their day too much.

I also agree that you must be providing something that will entice them and a gift or prize is seldom enough. I would go for a promise of some educational content either a speaker or gift of a good industry related book recently published etc.

Also I agree wholeheartedly with Vevolution - the invitation itself is vital - I sent out invitations to a Birthday Breakfast once printed on linen napkins and enclosed in a tube - we invited the press also and got coverage subsequently in the business sections with people wearing their napkins! Sounds corny but you need to do something different to get noticed.

Best of luck with it!

Ann Sheehy
Bright Star Marketing
 
Posted by: leobllim Accepted Answer
12/20/2006 2:12 AM (CST)
Rachel,

All good suggestions. While it is important to plan for the actual event, it always helps to pre-sell. When considering what premiums/corporate gifts, think of examples you can use to stir attention and interest (which can be sent to prospects) even before the event. Once you have your speakers and talks planned out, send the itenerary/agenda/speaker list together with that simple corporate gift idea.

Some good examples Ihave received over the years - A can of energy drink prior to a christmas party (with message "drink this before the event"), a box of matches printed with message "Bright sparks to fuel bright ideas" for a brainstorming workshop.

Maybe something relevant for your energy industry is to send your prospects a light bulb with a message... "Needs energy to glow, come find out how". The idea is to create excitement and reminder before your event. This gives you a better chance of attendance. I have know of people completely forgetting to attend an event or meeting or seminar because they are too busy.

Hope this helps. Good luck.
 
Posted by: Marketing-Riot Accepted Answer
12/20/2006 9:15 AM (CST)
How about sponsorship of events at your new pad for local chambers of commerce events, other local organizations (contractor associations and the like) and offering seminars and some incentive to come out for the event. An educational incentive so the attendees time does double duty. Networking events are popular. Add some fun into the mix - something different.
 
Posted by: mbarrett* Accepted Answer
12/20/2006 11:37 AM (CST)
goal...get people to show up....too often people spend time on the event...vs getting people AT the event....both are vital.

send a customized email that would look like this..... obviously different colers and logo etc...... as an invite http://www.laga.com/video/one80/...then several other unique touchpoints.


Want to know more....call me.....would love to help and gain business as well.
 
Posted by: KathySmithFilms* Accepted Answer
12/20/2006 6:34 PM (CST)
Hi RachelP,

Your theme is wonderful and the timing is perfect. Have an invitation made from the best paper and envelope. Get some string and put a kitchen match tied to the end of the string and glue the other end to the invite. At the top of the note put MISSION POSSIBLE. You have been selected to attend the launching of a TOP SECRET grand opening of Global Energy getting the latest state of the art know how tools to match your projects to have for this planetary movement. RSVP....#.

I like the 5* hotel and having a keynote speaker as a pull but survey with some of the guests you'd like to invite and have it at a time that adds up for your public. Invite Al Gore if I'm reading into this viewpoint of global energy correctly. Have an intro pack for each guest with a sign up sheet for signing up for expansion. I love the PR idea from mbarrett as well.

Good luck with your event.
 
Posted by: Jo Masterson Accepted Answer
12/21/2006 11:00 AM (CST)
Gift ideas:
I would stick with the jazz or music theme:
Tickets to a Jazz club
Jazz CD's
Ipod
Stereo

If it is a smaller group, I would do a gift bag for everyone. Jazz CD/Ipod, chocolates, some of your info ....

Good Luck,
Jo
 
Posted by: RachelP Author Response
12/21/2006 1:10 PM (CST)
Dear all,

Thank you for your kind contribution.
They are all very helpful and useful.

Let's hope the event will turn out to be a successful one.

Wishing all of you a Wonderful Christmas filled with Joy and happiness!

Warmest Regards,
RachelP
 
Posted by: michele* Accepted Answer
12/22/2006 7:18 PM (CST)
Live jazz music is great -
Add a giveaway of jazz music perhaps donated by the folks doing the music?
A bag with something that has a call to action in it?

Something for the future is needed; within the bag or paperwork, a free upcoming seminar or web based seminar?
An invitation for them to speak or train others?

Do something that they will say, "I want to see these people AGAIN" ... not just "That was a nice night"...
 
Posted by: Jeremy Shearer* Accepted Answer
12/22/2006 7:51 PM (CST)
Gifts are great, but how many free gifts do you still cherish from those events. The gift really does not mean anything...give your market something of value...knowledge, an opportunity to witness/experience something new that could be great for their company, a chance to network, etc.

Great wine, excellent food, superior service, make a first-class event...but don't forget, your goal is to get a message out to these clients. You're not throwing a social gala, you're trying to sell your product....focus on that first!

Best of luck

Jeremy
 
Posted by: RachelP Author Response
12/26/2006 4:40 PM (CST)
Our objective is to inform our clients, prospects and media/press about our launch/permanent presence, our wide range of services, and to built client relations (e.g meeting them in person).

Due to time constraint, no external speakers are available. it is purely a net-work cocktail reception with some intro. speeches, Jass music and a simple give-away and maybe a lucky-draw at the end.

Attracting audience maybe very difficult but I can't think of a better way. getting a client as our speaker may also be difficult. What sort of topics should they talk about... I guess we might have to make calls and follow-up.

When to send e-teaser, hard-copy teaser, e-invite and hard-copy invite? A week apart? When to follow-up?

Thanks RachelP
 
Posted by: henryyanwaimun* Accepted Answer
12/27/2006 4:09 AM (CST)
Hi Rachel

My recommendations for corporate gift :

1. MP3 player (reason : allows your guests their personal choice of music)
2. Aromatherapy set (reason : refreshes your guests after a long day at work)
3. Travel kit (reason : will come in handy for your high-powered guests during their numerous business trips)

Hope this helps
 
Posted by: Focus Fields Accepted Answer
1/2/2007 2:10 PM (CST)
As a number of people have stated, and first suggested by Puru, a seminar is going to be your best bet with a keynote speaker. I would be very surprised, unless you already have strong relationships with these targets, if you had more than 5% of your target group show up to this. I'll wager on this regardless of the venue, what the invite looks like, the location, giveaway, food, etc. Why are people, presumably in high enough positions in companies to be your targets and therefore making enough money to afford to do this on their own, going to take time away from their live (don't take this the wrong way) to stand around with you? The answer (speaking from a lot of experience) is that they won't. In this case, I truly hope I'm wrong, but I doubt it.

If time is an issue, and you can't get a speaker, I would strongly consider postponing this. If this is not an option, simply sit back and hope that I'm wrong and move on after this concept to something else. Try something similar this time with a keynote speaker who will be of interest to people in this industry who they wouldn't ordinarily be able to hear. You'll get a better response guaranteed.

However, if your main objectives, as you stated, are to meet these prospects and tell them about your presence, then go and tell them. Don't expect them to come to you to hear an ad. You've got to go to them. This means a concerted marketing campaign that would include face to face visits at their place of business. Having a reception and expecting your top prospects to simply show up based on an invite from someone they don't know is simply not going to work.

You're a training company...you should be sticking with what you do...offering training. Do a free seminar, give away part of a course, etc. You'll get a better response. If you give us some more details on what exactly you do and who you do it for (tell us about your customers), we might be able to come up with some promotions for the future that will attract your top prospects.

I know the tone of this response might be interpreted as harsh, but I don't mean it this way. I'm simply passionate about trying to help you and other succeed and when I have a chance to improve what I think is a bad idea, I'm going to speak up.

If you want to talk directly, click on our name above this response to go to our profile to find our contact information or simply Google "Focus Fields".

JMR for Focus Fields.
 
Posted by: ASVP/ChrisB Member Response
1/4/2007 10:40 PM (CST)
Rachel

I may have a contact who will be able to assist you with your event, now that I know it's in Singapore. Please contact me via my profile, and I'll pass the details on to you.

Also please see this question: http://www.marketingprofs.com/ea/qst_question.asp?qstID=16237 - which is designed to encourage you to update your profile with a bit more info to help us to help you...

Regards

ChrisB
 


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