10 essential questions about event promotion


Do you need a permit or certificate to hold an event?

We don’t advise executing urban events or PR stunts without authorization, because an unauthorized event can result in fines. This is why it is suggested to enter into formal agreements with private parking areas, parks or lands.

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Does the installation of an event booth or tent conform to emergency services criteria and does the equipment meet fire safety regulations?

If you use outdoor tents, a certificate from the manufacturer stating that the tent is fireproof must be kept on-site. In addition, your installations must always leave a passage free for emergency vehicles (usually 15 feet or more).

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How do you create a “rain plan” for an outdoor event?

Ideally, a promotional agency should suggest to its client a primary outdoor plan and a back-up plan in case of rain, in order to be able to react quickly to the weather. If the facilities for the event are permanent, be sure to provide a roof, or to use a tent or other shelter where people can get out of the rain or cold.

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Do personnel need specific training for each event?

Don’t forget that the staff engaged (brand ambassadors, hosts and hostesses or any event staff) to carry out and manage your activity projects your brand image. Clients will not make a distinction between the two. Promo-Staff always provides its employees with paid training prior to the event and with the tools required for them to be professional and to represent you properly.

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Has enough time been allowed for purchases, deliveries, preparation and installation?

In event production, it’s important to anticipate more time than expected for suppliers. Ideally, always specify the week before the event as the deadline for delivery or production of material (or even the week before that, if possible).

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How do you keep the equipment secure after event hours?

Your facilities and equipment must be protected or guarded during the night or when you are not there. Don’t forget that cleaning and maintenance staff, event personnel and operations staff may have access to the site at any time. Having things stolen or losing equipment during an event can put the event at risk. You won’t have time to make adjustments.

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How do you plan for electrical needs for an event?

Normally, one electrical charge per circuit of 2 x 15 amps should be planned. Using a triple or multiple plug is not advised for an event, particularly with the use of computers, lighting, heaters or sound systems. Consult an electrician to get your facilities approved.

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How do you manage a fixed budget when the unexpected happens in proximity marketing?

The unexpected always happens, even to the most careful planner. Anticipate a contingency budget of about 5% to 10% of the overall budget.

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Why create a setup plan for your equipment, booth or facilities for an event?

To avoid unpleasant surprises when you take possession of the premises, a location visit should always be made and a plan of the facility should be required, particularly if you have to have specific equipment or materials produced for the event (a stage, bar, banner, decor, promotional material, etc.)

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Why should we have a tool kit for the unexpected?

An “emergency” tool kit, easily accessible to the event personnel should be left in your booths or tents, containing at least the following: tie wrap, Allen key, rope, Velcro, duct tape and electric tape, scissors, screwdrivers, monkey wrench, stapler, elastics, calculator, pencils and pens, stakes, Exacto knife, pliers, garbage bags, etc.

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