A few years ago, I was talking with one of my old high-school buddies when I realized a whole year had gone by since we last got together. Not all that unusual – except that we only live about one hour away from each other. Sadly, I find it’s so easy these days to let the demands of everyday work and family life usurp some of the less frequent, special occasions in life, like spending time with old friends. If you get energized from special moments like these the way I do, you might want to consider using your event marketing skills to create a Perennial Event that brings you and your friends together once a year, regardless of competing priorities.
Introducing, The Beamish Cup!
The first order of business is to find an activity that you and your friends are passionate about. Since my friends and I all like golf, but never seem to get out enough, I decided to kill two birds with one stone by creating an annual golf tournament. Next, you’ll need to decide what you’ll be playing for. In my case, I thought a ‘trophy’ would give the event some heritage and permanency, so I purchased a ceramic beer mug and engraved the event name on it (much like The Stanley Cup, the winner gets to celebrate with it and keep it in his house for the following year). Lastly, you’ll need to settle on an event brand name to personalize the event for your friends and make it feel exclusive to them. Since my high-school buddy’s last name is ‘Beamish’ (an appropriately authentic name from the birthplace of golf), I decided to brand the event and the trophy as ‘The Beamish Cup’. Continue reading