Move year-end parties to a memorable brand experience

The pressure to plan superior events also comes from the top: in these economic times, it has become vital to plan multi-layered events that go beyond just showing staff members a good time. The authorities expect corporate events to educate staff members, build brand loyalty and inspire staff members at the same time - no pressure!

"We believe that every event should complement, strengthen and showcase the client's brand," says Beaulah du Toit, events guru and director of operations at Litha Communications, a Johannesburg-based events and communications company that specialises in effective, flawless corporate events.

"Our approach is to treat corporate events not as one-dimensional parties, but rather as brand experiences, which entails a very close understanding of the client's business strategy and their objective with the event. Once the event strategy and theme are in place, every interaction with delegates is created to draw them into the brand, from the venue, décor, food, entertainment and lighting to the speakers and gift packs. The same is true for staff members, who must also be reminded of the brand they work for and leave the event with a sense of pride and inspiration.

"With a limited budget and timing pressures, it can be a logistical challenge to create an event that will make a lasting impression. In the past, we have even gone as far as to oversee the mapping of terrain and building of access roads to reach isolated venues. There should not be a limit to your imagination if you want to create brand experiences that become lasting, memorable events."

Triple F approach

"Do not be tempted to approach every occasion based on a 'recipe' that has proven successful in the past, otherwise events - even big-budget ones - can become staid, predictable and forgettable," she continues.

Stick to a few basic guidelines to make sure that your event runs smoothly and keeps them talking for weeks to come. Our company uses the "triple F" formula for event success."

1. Food - don't just feed your guests. Opt for a rich blend of past and present influences. Make sure every dish you serve is appealing to sensory delights!

2. Fun - choose an original, exciting theme. Brainstorm with colleagues and come up with something fresh and original. Make sure you have a fun program, a great comedian doubling up as MC, excellent local entertainment of music and a seasoned music DJ who has been instructed to mix his music genres to suit all the guests, not just those in their early twenties.

3. Fame - make each guest feel special by spoiling them with something to take home. Well-crafted items, by local artisans and artists who source material close to home, is a big trend now.

   "We combine top quality socially responsible products, decades of experience, relevant concepts and meticulous attention to detail in order to create innovative, memorable event experiences that will live on in the hearts and minds of your guests," concludes du Toit.

   Any planner, booking a year-end event, conference, or any other event before 1 December, will go into a lucky draw and could be the winner of a Sabi-Sabi flagship Bush Lodge, for an all-inclusive two-night, three-day stay, valued at R37 000.