Effective party policy

A party can be a memorable occasion – a relaxed environment where your guests can let down their hair and think about things from a different perspective. This type of marketing generally will not include direct messaging in the form of a formal presentation, but it can present some subtle yet

effective opportunities to relay your message and meet your objectives.

Although a party will elicit goodwill in your audience, most companies also have more specific goals to be addressed. They will have chosen a gathering such as a party with tactical forethought, planning for a program with distinct objectives and mechanisms for response. Even within this seemingly casual venue, responsible marketers need to be clear as to the return on their investment. Boosting employee morale, youth marketing, and building customer loyalty are examples of strategic motives for a company to consider when embarking on a meaningful and effective soiree.

Employee recognition

Employee loyalty plays a central role in the continued success of a company. Employees are proven to be motivated by social affiliation, and by praise and recognition for their contributions.

Psychologists have taught us that the intensity and duration of the motivation are enhanced if the reward is delivered soon after a particular accomplishment. This could be an intensely heavy workload period, positive year-end results, or a business win for which the organization really pulled together.

The positive reinforcement provided by an upbeat environment such as a party conveys that the activity is a reward — effectively it says “keep up the good work!” A party for employees offers a feeling of camaraderie, and demonstrates appreciation and loyalty to those instrumental in the achievements of your business. There’s nothing like some good old-fashioned fun to showcase the vitality of your organization and build lasting morale.

Reaching the youth market

If you ask any parent of teenagers they will tell you it’s difficult to build a relationship with someone who seems to desire the least amount of contact possible. But parents would likely agree that if you give them independence, you can win their dependence. And just to be certain, it might be worth your while to reward them for their decisions.

A party can be an excellent method of positioning and promoting your product to the under-25 demographic. It’s low pressure, with a focus on fun. In an enjoyable, non-threatening atmosphere, marketers can relate their mandate without patronizing their audience.

A party can be presented as an opportunity to socialize, and by creating an edgy and innovative environment youth will be drawn in and ready to listen to your message with an open mind. If the perception is that there is something significant to be gained by the experi

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Jim Love, Chief Content Officer, IT World Canada

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