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New year and business special actions
The majority of holidays is always an excellent occasion to carrying out of special action, this or that format, this or that content. New year is it is time every possible corporate ивентов, parties and other celebratory and solemn special actions. However many words are told about it, including on our portal already. Much less obvious decision is a New year as an occasion to business special action. About it speech in the present material also will go: How much new year as an occasion keeps within the concept business events what "pluses" and "minuses", and also existing ivent-practice here can be.
Before starting to assort each of the designated moments, it is necessary to tell, that it is not necessary to confuse a certain corporate party to which have invited some partners or key clients, with business ивентом. In one case before us it is simple one more corporate party, and in other - to trifles the thought over and balanced business-ivent which brings the companies a little bit other advantage. Applicability So, whether it is necessary to use New year as an occasion to business special action? Undoubtedly costs, but, we will note, with a number of reservations. First, whatever was the format of ours ивента, Directly new year as an occasion will bring a number of the updatings, after all New year is, anyway, always the holiday, and our business ивент, in any case, will have corresponding implied sense. In other words, here extremely important correctly to be defined with that content which we will offer audiences, it necessarily should correspond to a celebratory element which will be invariably present at project atmosphere. Secondly, организуя action similar specially, it is necessary to understand accurately always, in what industry our company works and, accordingly, there will be we ивент. From it, can is by the way, strong depend a essence of the project which we spend. A short example for presentation: the large travel agency annually following the results of December arranges big ивент for agencies with which co-operates. Within the limits of marketing activity of the mentioned company this project is one of components of a complex of measures on increase of Prenew Year's sales. Ljudovsky Полина, Agency of Corporate Actions rba: "it is important, that visitors and organizers managed to co-ordinate carrying out date. Many companies and for employees owing to features of business cannot spend New year on the eve of its approach, and transfer it for more later time. As to New year as events for partners, I faced return practice". The third important point are problems which we plan to solve by means of this or that event-project. In resulted hardly above an example this problem is formulated very accurately, and any actions of the company within the limits of special action are directed on its decision. Certainly, increase of sales - is far not the only thing, than we can be engaged in a context of business special actions. We will try to designate most often meeting problems which can be solved effectively with the help business events, using New year as an occasion. Encouragement of partners. Here all is as much as possible transparent: in general any holiday is the best atmosphere and the best occasion to note the most reliable and most successful partners of the company, and New year - in particular. To speak about importance of the mentioned problem for some companies and the industries of sense is not present, as it (importance) is obvious. Expansion of client base. Here too all, basically, clearly, however we will mention the following: ивенты described type approach as the tool for the problem decision on expansion of client base far not in each industry, and much here depends on mass character of the goods/service which our company offers clients. The массовее our goods/service, the are less than advantage to us will bring similar ивент. Goods/service presentation. All know, that time about New year within several weeks is excellent time for sale something new, but besides only in some industries. On the other hand, the question on mass character here any more so is actual, as within the limits of the previous problem. An example: many publishers of computer games practise release of the most status products around New year or Christmas, and within the limits of campaign for their advancement will organise business events for representatives of mass media or the companies which are engaged in distribution of similar production. Certainly, three problems formulated by us just do not limit area of applicability of business special actions where New year is an occasion to carrying out; if properly to think, it is possible to find some more tens situations in which similar projects can prove to be as the effective tool. Important another - the problem should be put, and then we can already be accepted to working out ивента. Unfortunately, today there is a considerable quantity of projects under New year which, actually, appear banal parties in any closed club though audiences as business events move. Features of planning and carrying out Now some words about features of the organisation of the business special actions using New year as an occasion. The key to success here, by a recognition of many event-experts, is an originality of idea and originality of the concept. Why? All is simple: New year is not only it is time gifts, but also it is time visitings celebratory ивентов practically in a mode non-stop for many representatives of this or that target audience to which we can address (we do not forget, that is a question about business-iventah, that, certainly, affects a target audience portrait). That, conditionally speaking to win, in the given concrete case it is necessary for us to be allocated somehow not simply against similar projects, and really to surprise visitors. But, on the other hand, at all it is not necessary to go on any radical measures, after all the essence of any business special action is a work, let even in little bit celebratory conditions. Ljudovsky Полина: "One furniture company holds five years a meeting of New furniture year in November, during industry show. Still so it turns out, that considerable and just by November the company reaches business growth performance of results of previous year. One more occasion! Concerning relevance: now in the spirit of time strengthening of relations of the companies with the partners, they not only business, but also emotional, human! New year - very much even a good occasion to thank for cooperation in the left year and to give a message on the future". For presentation we will return for example with travel agency which arranges every year in December business-ivent for the partners. Yes, on these actions, certainly, there is such celebratory element as, for example, a banquet, but all ивент is not reduced by one feast. Within the limits of the described project presentations of any special New Year's offers without fail are shown to visitors, and also ceremony of rewarding of the best partners following the results of a year is spent, that perfectly keeps within the concept business events. Plus, any of visitors can always count on private conversation with any of heads of the company-organizer, that also it is important. But it is all only a particular, one of successful examples. We will return to concepts and ideas. In business of the organisation of special actions of described type as practice shows, it is possible to achieve the greatest efficiency, having counterbalanced originality and a practicality. In other words, many receptions used by us in these or those ивенте, spent under New year (for example, for employees), simply will not work within the limits of business special action. Besides, the element "show" if that is available, should not outweigh an element "business". If to lead all to not which average scheme it is possible to allocate 2 major characteristics to which there should correspond our project: original, but thus comfortable conditions for work, and competently made content corresponding to a business format of action. Dangers and risks Planning and carrying out of the business special action using New year as an occasion, - process very thin (perhaps, even more thin, than the organisation similar ивента in other conditions) and interfaced to a considerable quantity of risks. To understand with them, we will make a start from errors which the organizer can admit. More often than others is here too strong desire of the company to arrange from business special action an unforgettable holiday. Entertainments by entertainments, but they make sense in frameworks business events, only if to help to solve to us those problems which have been put at a planning stage. In other words, on business action all is subordinated efficiency, instead of эффектности. But for the sake of justice we will notice, that is frequent enough эффектность this or that element helps us to achieve peak efficiency of all project, as a whole. Ljudovsky Полина: "As to balance it is not necessary to load partners with needless details (give them in раздатке if so they are necessary). On usual business events the difference between speakers of the companies-leaders is accurately traced and is conditional the average companies. The first, first of all, bear emotions, a brand, their problem to present itself as people with enthusiasm engaged in the business! And only after there is an information component. The second often leave in schedules, detailed elaboration". One more widespread error in business of the organisation of special actions of described type consists in attempt to combine some audiences in one project. As an example: one regional advertising agency under New year has decided to spend enormous on the scales ивент which essence, clear business, was celebrating. But, besides, on the same special action it has been decided to hand over reading and writing to the most important clients of agency. Thus, in one hall have been collected both representatives of the companies-clients of agency, and all employees. Having lowered details of directly holiday, at once we will address to a result ивента: more close to the termination level алкоголизации audiences (one more error: the alcohol considerable quantity is absolutely inadmissible for business-iventa) has reached the limits that has poured out in collective ламбаду in which took part both employees, and especially caused a stir clients. Consequences are clear: The brand of agency, its image in the opinion of an audience has unequivocally lost, at least, some positions, and the company-organizer not only have not solved tasks in view, but has made only worse to itself. Ljudovsky Полина: "If to speak about possible errors they - all is absolute the same, as at other holiday. As a specific problem, it is possible to define, probably, irrelevance of the given format for the companies with certain corporate culture. New year - a family holiday, is required certain degree of friendliness, warmth, sincerity. Otherwise ивент can look false event". And last moment about which speech in this part of a material will go, concerns carrying out time. It is necessary to concern this detail with due attention, after all otherwise we risk to leave our special action at all without visitors, and after all we are as much as possible interested in that each of those whom we invite, has come on ивент, - from it, including efficiency of all project depends. The quite good decision will discuss in advance with each potential visitor prospective time of carrying out to raise quantity of visitors to a necessary maximum. Practice As to a business practical side then all very individually, but simultaneously is a number of recommendations which are actual almost for all situations. The list of these recommendations looks as follows: One of key roles is played by time and a carrying out place: time should be picked up so that the majority from invited on ивент people could come, and the place should correspond, first, to the status of action and the target audience status, and, secondly, should become the assistant, instead of an obstacle for creation of necessary atmosphere of the project; It will be very useful to trace a situation with similar ивентами within the limits of the industry in which our company that организуемый ивент did not pass at the same o'clock, as competing actions works; The form of giving of a content (not a content, namely the giving form) should be developed so that to keep within the project concept, let and business, but nevertheless with holiday elements: difficult schedules and diagrammes - bad neighbours for fur-tree toys, and at us always are alternative variants of representation of this or that information. Sabanin Sergey: "Now we do action for the large helicopter company –" Millitary New year ". Action interesting from the point of view поставления problems and a finding of a way of the decision. It and New year, and anniversary of the company, корпоратив, client action, sales-action, media action at once. We develop real war, with application of air and land technics (tanks, helicopters, fighting ammunition and artillery, in accuracy copying presents). In park territory the present military range with бронетехникой, military fleet, staffs,« mined »sites and special shelters will be developed. Employees of club and visitors are offered to participate in scale military action, to pilot by helicopters, to shoot on land, static, moving and even on live targets". Plus, we will add pair of words about gifts. Gifts are, probably, an integral part of any special action, and in a context of New year their urgency and value double. Moreover, a gift in this case - also the extremely effective tool for work with an audience within the limits of tasks in view. If it will be possible to find such decision at which our gifts were, on the one hand, really gifts, but, with another and that mentioned tool efficiency of all project will essentially raise. However here all already depends on an essence of problems facing to us: for example, gifts are excellent carriers of a brand (an irradiation a brand in a work place as a variant), but the price-list as a gift is, actually, very bad gift, as look.