Nothing is more discouraging for an Executive Chef or a General Manager than working night and day to prepare a sumptuous feast for an elegant event, only to fail to fill a third of the seats. Worse yet, for the following week, members come by to complain that “they were never informed.”One way to avoid this situation is to “brand” your events. The concept is very simple and easy to implement: you need to associate a nice graphic and perhaps a tag line with the event, and then use every opportunity to put the graphic in front of your members, so that when the day of the event approaches, members will remember. You will be surprised at how much simple awareness will boost participation. Next year you can bring back happy memories of the prior year by re-using the branding.Use TemplatesMost website editors include the ability to use templates – these are pre-built graphic layouts that can be used as the brand image for an event. Because they are templates, they can be used over and over in different emails, postings, calendar announcements or even the creation of posters and paper announcements.
Repetition Is KeyOnce you have selected or designed your branding graphics and associated text, you also need to design a visibility strategy. The idea is to think of every way to put that graphic in front of potential event participants. Here are some things you might do:
You can no doubt think of other ways to put the graphics in front of the members. The keys are consistency of branding (so the repetitions can take effect) and repetition.Of course, once you attract your members to the event it is up to the chef and the staff to make sure that their memories are positive – but that’s a different topic.