Each of us in the closet is a tray with tools. We know exactly what we need to hammer a nail with a hammer, tighten the screws with a screwdriver, adjust the length of the wires with pincers and so on. For each task — your decision. As in any other case: whether it's cooking or architecture, embroidery or finance. But somehow to event'am this rule is not always the case.

There is a feeling that some CEOs simply start a hand into the tray with the tools, get one at random and try to hammer otpilis Board.

It looks sloppy, ridiculous and pointless. To solve specific business problems are quite certain formats of activities. If you find the right activity, this can really help achieve strategic business goals.

Objectives may vary, but in general they can be divided into four groups.

Work with staff

Objective: to increase loyalty and employee engagement.

Solution: to hold a corporate event (anniversary of the company, a family holiday, Christmas and summer holiday, industry).

Example: in 2014, we spent new year's steampunk corporate holiday called "League of distinguished scientists to be the largest in Russia and the CIS engineering OSTEC Enterprise Group. Such a concept that focuses on the Foundation of the team — engineers, "techies", intellectuals, was selected to:

1. To acquaint newcomers with corporate values.
2. Forge understanding between old-timers and young company employees.

To achieve the effect of high attendance was mandatory. Thanks to the teaser campaign with lots of nifty puzzles (for example, invitations were sent in the form of "mysteries of Leonardo"-read them you can only mirror) succeeded in attracting to the feast of 98% of the staff and team games on logic and knowledge of the laws of physics have helped establish contact between all hierarchical levels in the company.

Work with the team

Objective: to Debug workflows and internal communications, Rally Team, resolve conflicts between departments.

Solution: to conduct teambuilding (sporting, creative, adventurous).

Example: ForPark Arts Booty we conducted creative teambuilding, entitled "Creative motor ship". Our task was not only team cohesion but also each person's disclosure with new creative side.

The concept of this event, the organizers have put together several master classes and competitions: first team participants learned to Cook (and skills then demonstrated in competition with each other), then play on stage, but in the end — dance. Tried all the contests themselves colleagues — open, fun, honest, and joint theatre and dance projects have been great training on teamwork.

Working with partners

Objective: to deliver or allow strategic objectives, establish operational processes, share experiences.

Solution: to hold a business event (Conference, Forum, MICE, business game)

Example: Moscow metro in 2014 year created Youth Council. Start of the project took place in the framework of the three-day event "Metro 2033: exit!". On the first day, delegates met in the second went directly to the Forum with the protection of innovation projects, and on the third day, guests were entertained by the sightseeing tour of Moscow and interactive programme "future city".

Working with consumers

Objective: attract new customers, increase sales, improve customer loyalty.

Solution: to conduct an external event (urban, cultural, promotional, branding, experience marketing)

Example: dealer Center «Avtoport "in 2015 year put before us a nontrivial task. At the opening of the Centre need to be Mini behavioral retargeting target audience, namely, to convey to the public that the Mini is not necessarily female.

Related goal was, of course, the attraction of the nucleus of the target audience and the formation of her loyalty. To solve these tasks helps the creative concept of the event.

Guests were invited to "Party for English gentlemen. For maximum coverage and attracting the target audience was a large-scale targeted contextual advertising in Facebook, vkontakte and Instagram.
The event highlighted the high status of the car owners, their individuality. For example, within one of the activities usingprojection on car anyone could paint it to your taste.

Comprehensively conduced "secret society" with only British delights, even the Bulldogs on the project were English! As a result, the number of male buyers Mini within six months after the event has increased several times.

Of course, each case is unique in the company, that is why we say that it is important to think outside the template and creative approach to solving individual problems of the client.