Event PR is an important marketing activity for widely publicizing your company’s products and services and improving brand image. However, many people in charge may be wondering what to do to succeed or how to plan an event.

In this article, we will explain the basic knowledge of event PR, how to proceed with planning, and successful case studies in an easy-to-understand manner.

What is Event PR? Explanation of Purpose

In order to succeed in event PR, it is essential to first correctly understand the basic definitions and objectives. Here, we will explain what event PR is and what effects can be expected.

What exactly is event PR?

Event PR is a public relations activity that companies hold to effectively communicate their products, services, or brand image to society. Unlike one-way information dissemination such as TV commercials and web advertisements, a major feature is that it allows direct communication with consumers and the media. Typical examples include new product launch events, sales promotion events, and limited-time pop-up stores.

 

Three Effects of Event PR

By implementing event PR, companies can expect three major effects.

1. Improved Recognition and Brand Image

Even excellent products and services are meaningless if no one knows about them. By directly appealing to the target audience through events, recognition can be effectively increased. In addition, the company’s brand image can be directly conveyed through the concept and content of the event.

2. Media Exposure and Information Dissemination by Influencers

Events that generate buzz have a high probability of being featured in TV and web media. If information is disseminated through the media, it will be possible to reach a wider audience than just event participants, which will dramatically improve recognition.

For this reason, influencer appointment strategies that generate secondary dissemination on SNS are important.

In event promotion, the use of influencers is an important strategy for generating explosive information dissemination. Unlike company-initiated advertising, posts by influencers have a psychological distance closer to “recommendations from friends,” so followers can receive information in a natural way. Furthermore, the chain effect of information dissemination is noteworthy. Followers who see posts from influencers share and comment, spreading information to their own networks, creating secondary and tertiary dissemination. On SNS, where visual emphasis is placed on image posting, the sense of realism and appeal of the event is conveyed intuitively through photos and videos, achieving a high engagement rate.

3. Building Deep Trust Relationships with Customers

Events are a valuable opportunity to interact directly with customers. By listening to their honest opinions about products and services, you can gain a deep understanding of their needs and use it to improve future products and services. Two-way communication is extremely important in deepening trust relationships with customers and fostering corporate fans.

Main Types of Event PR

There are several types of event PR depending on the purpose and target audience. Here are three typical formats. Choosing a format that suits your company’s objectives is the first step to success.

Sales Promotion to Increase Customer Purchasing Intent

The sales promotion format is an event that directly aims to stimulate customers’ purchasing desire and promote the sale of products and services. Examples include new product tasting events, sampling events, and product demonstrations. The aim is to convey the appeal of the product by allowing customers to actually experience it, and to lead to purchases on the spot.

 

Press-Oriented Events Aiming for Media Exposure

The press format is an event held for people involved in television, newspapers, web media, etc. The main purpose is to have the media pick it up as news and disseminate information widely. This includes press conferences for new products and services, and previews held prior to the opening of commercial facilities. We will create an environment that is easy for the media to cover and provide newsworthy information.

Inner-Oriented Events to Deepen Relationships with Stakeholders

The inner format aims to disseminate information to internal stakeholders such as business partners, shareholders, and employees, and to strengthen relationships. This includes general meetings of shareholders, new product information sessions for business partners, and internal events aimed at improving employee engagement. It can be expected to share the company’s vision and philosophy and foster a sense of unity.

SUNNY SIDE UP Inc. provides consistent support from planning to production of PR events that combine the message you want to convey with trending people and places, seasonality, and unexpected presentations. We can create visual materials and information that the media will pay attention to and want to cover, and realize introductions in many media outlets. Why not effectively communicate the appeal of your company with media relations and planning skills based on extensive experience? Please see below for details on our services.

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Planning Procedure to Lead Event PR to Success

In order to realize effective event PR, a strategic and planned approach is required. Here, we will explain the six steps to lead event PR to success, from planning to post-implementation review.

Step 1: Clarify Objectives and Target Audience

First, clearly set the objective of “Why are you holding the event?” For example, set specific numerical goals such as “Increase recognition of new products by 30%” or “Increase the number of brand fans by 500.” At the same time, specifically set the target audience of “Who do you want to deliver the event information to?” By setting personas and communities that consider not only age and gender but also lifestyles and values, you can create plans that resonate more with the target audience.

Step 2: Solidify the Concept and Planning Content

Once the objectives and target audience have been clarified, decide on the concept that will be the core of the event and solidify the specific planning content. The key to success is to incorporate originality that is not found in competing events and topics that the media and participants will want to share. Consider what kind of experiential value you can provide to participants and plan content that will be memorable.

Step 3: Select the Date and Venue

The event date should be determined taking into consideration the days of the week and times that are most convenient for the target audience to participate. It is also important to be careful not to overlap with large-scale competing events. When choosing a venue, comprehensively consider whether it has enough space to accommodate the number of participants, whether it matches the concept and atmosphere of the event, and whether it has good access from the nearest station.

Step 4: Conduct Publicity Activities to Get People to Come to the Event

The success of an event depends on how many targets can be made to participate. Select appropriate media according to the target audience and carry out publicity activities, such as SNS advertising, press release distribution, and posting on event information sites. Preparing “early bird benefits” or conducting promotions using influencers is also effective in increasing the attendance rate.

Step 5: On-the-Day Operation Preparation and Rehearsal

Thorough advance preparation is essential to ensure smooth operation on the day. Clarify the roles of staff such as reception, guidance, and progress management, and create a detailed timetable. In addition to checking the operation of audio and video equipment, conducting a rehearsal to actually simulate the flow of the day can prevent problems and improve the quality of operation.

Step 6: Post-Event Effect Measurement and Improvement

The event does not end with the holding of the event. Be sure to measure the effects after the event and use them for future planning. Evaluate with numerical values whether the pre-set goals (KPIs) have been achieved, such as the results of participant questionnaires, reactions on SNS, the number of media appearances, and changes in sales. Share issues and improvements with the operating team and connect them to the next success.

Introducing Successful Event PR Examples

Here are two examples of successful event PR that companies have actually carried out with unique ideas. Please use them as hints when considering your own plans.

Strategic Opening PR for Tokyu Plaza Harajuku “Harakado”

The opening PR for Tokyu Plaza Harajuku “Harakado,” which SUNNY SIDE UP Inc. worked on, is a strategic PR success story that makes use of the characteristics of the commercial facility. By focusing on the diverse characteristics of the facility and carefully designing approaches suitable for each, we have maximized media exposure. By providing consistent services from planning to PR implementation and event planning, we have achieved concrete results of acquiring over 50 programs on air. This case, realized in collaboration with Tokyu Land Corporation, demonstrates an effective approach to PR strategy for newly opened facilities, and proves the importance of strategically utilizing multiple appeal points.

[Related Articles]Tokyu Plaza Harajuku “Harakado” Opening PR | Achievements | PR Company | SUNNY SIDE UP Inc.

Kao Corporation’s Talk Session on Promoting Women’s Success

Kao Corporation’s “Talk Session on Considering Working Women and Health – What is Healthcare Support Needed in the Workplace Now?” is attracting attention as an event PR case that solves social issues. The content was structured around the theme of promoting women’s success and appealing to the importance of healthcare support in the workplace. SUNNY SIDE UP Inc. was in charge of everything from PR strategy planning to event management and appropriate casting, providing comprehensive support including social contribution aspects. It can be said that this is an example of an effective method of improving brand value while fulfilling corporate social responsibility.

[Related Articles]“Talk Session on Considering Working Women and Health – What is Healthcare Support Needed in the Workplace Now?” | Achievements | PR Company | SUNNY SIDE UP Inc.

Conclusion and Next Steps

Event PR is a powerful tool for directly delivering corporate messages to the target audience and building deep relationships. For success, it is essential to have clear objectives, a deep understanding of the target audience, and unique planning. Please refer to the procedures and examples introduced in this article and aim to realize effective event PR.

The success or failure of event PR depends on appropriate information dissemination and media strategy. We, SUNNY SIDE UP, propose PR measures that maximize the exposure of your company’s events. Why not lead to success with consistent support from expanding recognition to promoting attendance? If you are considering effective event PR, please contact us.

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