Event can be any
COLUMN Let's be honest - everyone knows a bit about "how events work". But well-intentioned is not always well done. Bettina Werren (Head of "Staging in Space" at Swiss Radio and Television) explains why professional event management is important.Events are ideal opportunities to convey a brand promise or aspects of it and to stage the brand according to its values. An important point of contact with stakeholders and opinion leaders. In my opinion, it is therefore elementary for a company to derive the greatest benefit from the event - ideally with the help of an event professional. For me, "do-it-yourself events" are occasions that are organized by a non-specialist employee as a sideline. Often the event is merely a means to an end, and this is noticeable accordingly. What is available in terms of furniture and materials is used and everything looks a bit handmade.In my opinion, the "Kunterbunt events" are downright dangerous for a company. In this case, the organizing employee is lucky enough to have his own experience or is supported by colleagues from the marketing department. Everything that the team comes up with during brainstorming is mixed and matched. The actual goal and elementary details are often lost sight of.And then there are the "crown events," my favorites. They are staged stories. Their content picks up the guest right from the invitation and accompanies him through to the follow-up. Here, event managers are at work who never lose sight of the goal and develop a suitable event identity with an eye for the big picture. Every detail is aligned with this. Such events convince through their solid organization, are visually coherently staged, play with all senses and arouse positive emotions.I know from experience that, regardless of the size of the budget, with professional work you can stage events that are coherent for the guest and effective for the company. It is worthwhile to set the priorities accordingly.
