In our part of the world, evidence of the increased demand for entertainment is seen on social media. Social media in Ghana is largely filled the constant creation of new media firms and events. Although the effort of these young start ups is applauded for their zeal to meet market demand, it is proper that their attention be drawn to the importance of quality and not quantity.
Quality is born out of the amount of time spent in developing a very good content, what others may describe as concept. I prefer to call it content because the word concept is normally understood as just finding a suitable name and running with it. In my world of content, emphasis is placed on two items, the essence of research and creativity. To produce that “woaw” event, you cannot do away with any of the two mentioned before.
Why creativity and research?
Obviously, there is nothing new under the sun but the other part of this story is, there is no single person who has seen everything. This is enough reason why you need to research into that idea you created, so as to draw inspiration from what is and advance the standard of what is known.
Just like the multinational companies who go through different steps in building a product, an events management firm needs to understand that it needs to adopt similar procedures in building that one content that will make the difference on the market. The best friend for any event manager is a sheet of paper. It is very obvious most who people venture into this terrain hardly spend time writing their ideas and finding ways to better these ideas. Once the idea comes to mind, we hit the street and want to bring it to life. The result is an event that lacks the element of quality and history making.
Creating an event is probably one of the easiest things that anyone can do but creating a quality event takes effort and time. Your research is what will help you transform your creativity into a quality product.
What research is needed to birth a quality event?
There are basic things that make an event earn the tag QUALITY
1. Know your target group and their needs: you can have a concept with a woaw factor but if you sell it to the wrong group of people you will end up having your worst run at an event. Knowing your target means;
• Knowing the right rate for your event
• Knowing the right time, date and venue for your kind of event
• Knowing what moves them (music, DJs, Artistes, Drinks etc.)
• Know the security demands of your target
These are basic things you need to know about your target group when building a content. Note that, every event will give you different results and so you cannot apply your findings for a beach event to a club event.
2. Unique Set Up: I have attended events and left the venue with much displeasure. Most start up invest little or nothing in producing a memorable set up. Some have acquired very good locations but add not touch thus leaving patrons unaffected by the environment. A unique set up is not always about spending a huge sum of money on lights and décor, it is about placing things in the right places to give patrons a close up feel of the environment. For instance, I have attended many events in the Accra International Conference Center where I feel disappointed by the setup of the PA systems, I have entered clubs where I am wowed by how lights have been installed, I have attended open air concerts and have memories of the DJs setup. You must understand your patrons are not just attending, they come in for the experience and the best option to give them an experience is set up. Spice up your venue with a few light, hire good quality sounds and position them properly, create an enticing box office, these are few things you can look at.
3. Develop a unique marketing strategy that communicates your ideas right: With social media being highly accessible to all, you find out that almost every event firm is doing things the same way. Most start-ups now buy into “the sex sells” idea to promote their events. Obviously, you do not have plans to advance if you jump unto existing tends in promoting your events without daring to make a difference. Find a strategy that can become very unique to you brand but gives you results. Partnering with other media firms to promote events helps but do not forget the only one who really cares about making it is you. Find the best way to communicate your product to your target. Your strategy should cover producing quality promotional materials such as flyers, videos, broadcast etc. Set targets when coming up with strategies, if you are not meeting your target, re-look at the strategy. 
These are points that if considered should set you up into the world of becoming that brand known for quality. It is not always about the glamour or the money, it is about investing time and effort. The best tool you have is your creativity, add some effort and you will surely be amazed by the result. Do not be in a haste to produce an event when you have not identified that unique element you wish to sell. Give off quality, the costumer deserves it but you need it most for the sake of posterity. Pay no heed to mediocrity.
Very good write up. There's so much everyone can learn from reading this.
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