Bread and games

In World Cup year, public events will be witnessed throughout Germany. Increasingly, local authorities and communities are acting as event organisers. But who pays for the extravaganza and who benefits?

The current event climate survey by the FME shows that public events are booming and will in future be the strongest growth driver in the sector. This is fuelled by the fact that more and more city or region marketing people have recognised that their "product" can be emotionally charged on the street as a way of attracting the customer, in this case the citizen or tourist. If packaged with well thought-out PR, a public event can generate a powerful brand effect for the local community.
This is how it works: First the overall idea: "We must design an event that has a strongly emotional effect, that presents a unique image of us, that works in a public space, and sends pictures round the world which will make us unforgettable." So far so good. Then creative competition starts - generating fantastic ideas. Enthusiasm all round. Then back down to earth with a bump: This type of marketing costs money too, and who has enough of that these days?
The magic formula: Together we're better. Why place the financial risk on one set of shoulders when it can be done in a team?
Public sector public events provide a useful platform for many companies and brands to reach their primary target groups. It puts them right where people are - in the centre of town. If cities, local communities and authorities have got their heads screwed on they will think twice about charging fees for promotion and events on public thoroughfares and squares and consider companies requirements for presence and opportunities for making contact.
Many event concepts not only benefit the primary client, for example, by culturally enhancing a public space, experiences for citizens, or in the case of large concepts, the positive image that may rub off on a town or city; positive effects are to be had by the "away player", too.
Events in public spaces, quite often with a cultural or sporting interest, are well received. Guests are receptive to what is on offer and the communication of incidental brands is often easier, just as if they were the primary organisers. Whether we are talking about sporting events like a triathlon with the municipal utilities, manufacturers of sports equipment, health care insurances or insurance companies, or a cultural event on a public square, where the presence of a municipal authority gives scope for corporate sponsoring - anything is possible providing it makes sense and creates synergies in image transfer and cost coverage.
But merely getting a logo onto a poster here and there or hanging up a brand trader's banner is not enough. That is bound to go pear-shaped. The parties involved must see themselves as partners and pursue common aims, because target groups are really quite responsive to harmonious collaboration and vice versa. That means joint PR for the event, useful collaboration during the event, if possible, with a mutually reinforcing effect. That way collaboration will be a win-win situation with lasting benefit.
It is now generally accepted that companies are part and parcel of such events, especially as they generate value added for the participants. Whether it is in the content of the program, accompanying information about the core subject of the event or actual services provided during the event itself. They have all learnt to be committed to the visitor.
The next major public event generator is round the corner - the FIFA World Cup in Germany. We will see which cities, whether they are official hosts or not, have worked out clever concepts to make their name during the four weeks of this mega spectacle. It's not just about hospitality during the World Cup itself and giving the fans from around the world things to do. It's very much about establishing a positive image through television coverage around the world. Anyone wanting to present an attractive tourist destination or possible "home base" must be able to fascinate potential visitors. To fascinate you need money. A tried and trusted method here is to include brands and enterprises to give people what they want - inspiring event formats that really make good hosts of Germany's cities. Any town council which has already tried out this format and has experience of working with businesses and industry in public events will not only be visible among the other attention-seekers but also have balanced books to show its taxpayers.
Stefan Rössle

m+a report Nr.7 / 2005 vom 27.10.2005
m+a report vom 27. Oktober 2005