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Mice Net : December 2008
backstage your environment investing in Rob Vass, director of sales staging connections The environment not only refers to the physical space but also conveys the personality of an event. If you are holding a business event the environment should demonstrate and be sympathetic to your attitude to the subject matter – making sure that the environment is not cluttered and is conducive to the audience receiving the key messaging. If it’s a marketing event then you would use the environment to promote your brand personality. In a social setting, the effort you put into customising the environment reflects the regard with which you hold your guests. And so on. The environment you create for your event can be equated to the experience of walking into a retail space. Is it luxurious and multi- sensory; funky and contemporary; stylish and ultra fashionable, business-like or is it a price fighter ‘outlet’ environment? Your environment is all about first impressions and setting the tone for the whole experience. It conveys as much of a message as the content and its impression is immediate and stays with the audience. When planning your event there are a few easy steps to ensure that you create the most effective experience and deliver the best event. Firstly you need to decide on a venue and whether its W Rob Vass asks how impoRtant is the environment to the success of your event? hen companies are planning their event they can sometimes lose sight of the very basic concept of choosing the right setting. personality fits your message requirements. Then you need to plan what to do within the venue – and what kind of environment you want to create. Will it be highly designed with juxtaposed images or will you go for something a little more synchronised? Where does the message start – from outside the venue or in the room? What elements do you need to make it all work – what kind of props, set design and technology will enable you to deliver your messages clearly and with impact? Having the latest digital projection and lighting systems demonstrates a progressive company and therefore a strong alignment to being at the cutting edge. And of course, don’t forget the power of audio in conveying personality – having a great soundtrack and audible speakers means that guests can hear and enjoy the event and receive the important messages that you have created for them. In planning, creating visuals is becoming easier all the time. Ask your design or event staging company to create a visual of the space as part of the planning process. Colour, positioning and site lines can be reviewed in advance ensuring a seamless delivery – and what a great way to engage your team and get them energised as part of the communication process. LED lighting permits PMS matches of brand colours and online music stores make audio selection so easy! 42 mice.net