Whether you are using event marketing as a retention tool with your current customers or using it to gain new customers, these types of events can win you big points in marketing if they achieve three benchmarks.

Memorable event

Is the event memorable? If you are doing another golf outing with people that have been to scores of golf events, you may want to change the pace a bit. I know groups that put on go-kart racing events in your parking lot. They set up a track, supply you with the karts and safety gear, and show you how to make up teams. Would you remember racing your boss around your parking lot in a go-kart? I have nothing against golfing events per se. They just have been done time and again. If you want to create a memorable event, you need to ask yourself a question: is what I am doing going to create a lasting memory for the attendees? If the honest answer is "no", find something else to do.

I mentioned using something outlandish to help people remember your event. This is nothing new. People have been using public events to draw a crowd for a very long time. In 1901, Annie Taylor created a publicity event that drew the attention of the world. The 63 year old school teacher became the first person to go over Niagara Falls in a barrel. Taylor came up with the stunt to bring her fame and fortune. Her fame was brief and fortune never followed. She died a pauper twenty years after the event. However, she did start a trend of copycat daredevils. There have been 15 other attempts at surviving the plunge over the falls. Five of those attempts ended in death. Why do it? Because there is something in all of us that really wants to be a part of these types of events - the kind that nudge the lines of sensibility just a bit. We tell ourselves it is a once in a lifetime happening, and we do not want to be left out. If you can get that kind of feeling from the attendees to your next corporate event, you have accomplished something.

The fun factor

If you are going to put on an event, it has to be entertaining for your audience. They have to enjoy it - to have fun. Even if you are raising money for charity (a common thing to do at retention events) there has to be fun or the event will wilt. If you are trying to get the most impact out of your marketing dollars, make sure you are taking care of the little details. You might need to get an experienced event manager involved. I would suggest you get the opinions of several people - including your clients - regarding your event. Is it worth someone's time to come to? Will it hold their attention? Like it or not, we have a society that expects to be entertained in most everything they do. If you are not pushing the fun button, you are wasting your time and efforts on event marketing.

The association of your name with the event

The third factor is the association of your branded name with the event. If people remember the event, have fun, but cannot remember you sponsored it, you have wasted your marketing budget. In the end, marketing has to make sure people don't forget the sponsor. This is critical to your success. How do you do this? First, make sure people are aware of your event. Use as many different communication resources as you have to get the word out. Second, make sure your name is connected with the event when it is announced via audio, listed with the event logo on printed materials, shirts and electronic media, and so forth. This should be the ABC Company Florida Scramble or the Kids Day at the Zoo sponsored by XYZ Corp. Thirdly, put your logo on everything. Put it on clothing, put it on signs, put it on wristbands, put it on balloons… put it everywhere. There should not be a sight line that is devoid of your logo. The payback for sponsorship is getting your name in front of the attendees. Don't sell yourself short here.