There is a myriad of factors that go into planning an event. Because of all the different variables, event planner’s jobs can be completely different from one event to the next. This makes planning an event beyond stressful – you just never know what you’re going to get from day to day. However, in working with various event profs, we’ve put together this foolproof event strategy that works for every event.
Below are our 6 keys to creating a foolproof event strategy:
1. Set Goals & Objectives
What do you want out of this event? What are you hoping to accomplish? These are some of the things you should be thinking about when planning out your event strategy.
There is no point planning an event without having clear goals and objectives in mind beforehand. Every task that you do relating to your event should ultimately lead you to your overall goal. Anything that doesn’t do that isn’t worth spending time on.
2. Measure Success
A big part of creating an event strategy that works is setting up checkpoints throughout your planning process to ensure you’re on track. For example, setting specific internal ‘due dates’ for tasks related to the event. Always check-in to make sure the tasks you’re trying to accomplish contribute to your overall event goal.
It’s also important to set out both short-term and long-term success measures because it’s difficult to measure final ROI from an event right away. These short and long-term measures of success can be things like leads captured, meetings scheduled, opportunities created or opportunities closed. Without a clear picture of ROI, it’s hard to justify decision-making during your event planning process, so these measures of success will also help your event strategy by justifying decisions.
3. Know & Listen to Your Attendees
When you’re planning an event, it’s imperative to know who will be attending. Your attendees are your target audience, so planning an event without knowing who your target audience is can make things near impossible. The types of people attending your event will determine your event goals and objectives. Knowing this in advance is crucial to any event strategy.
In addition to knowing your audience, it’s important to listen to them too. Giving your audience a voice before, during and after the event is a good way to perfect your event strategy. Before the event, you can use polls to ask attendees which speakers they’d most like to see. During the event, speakers can use live pollingand insights to determine how their presentation will go. After the event, you can use digital surveys to gather feedback to use for future events.
4. Create a One-of-a-Kind Experience
Why should people come to your event? What are you providing attendees that other events don’t have?
Your event should offer a unique experience that attendees can’t get elsewhere. The experience includes things like theme, design elements, food, sessions, tech, venue and more. The experience is what attendees will take away with them after the event is done, so a big part of your event strategy should be focused on the attendee experience.
One of our customers, YourMembership, expertly executed one of the most unique event experiences we’ve seen by designing a flawless theme and incorporating gamification. To learn more, check out our case study on YourMembership here.
5. Embrace the Latest Tech
We’re living in a digital era, where everything is mobile. Technology should be a part of your event strategy, instead of trying to steer clear of it. For example, event apps, VR, live streaming, gamification are just a few uses of tech at events.
People are more tech-savvy now than ever before, and the thought of having the latest tech at events is enticing for attendees. While using mobile devices at events was once frowned upon, it is now embraced as part of an event, and even encouraged! More event organizers are trying to find interesting ways to incorporate mobile elements into their event to further engage and immerse people in the experience.
6. Deliver Content at Every Step
If content isn’t part of your event strategy, you’re missing a huge opportunity to engage your attendees. There should be constant content provided to your attendees during the entire event lifecycle. Before the event, this content can include general information, FAQ, promotions and more. During the event, this content can be information about speakers, sessions, post-event activities or even general information about the city the event is taking place in. After the event you can continue delivering content to attendees to keep the conversation going, from forums to feedback surveys.
Ensuring that content is being delivered to attendees every step of the way is key to ensuring you have a successful event strategy.
While every event is different, utilizing this event strategy can help ensure all your events are successful. What are some other major pieces of your event strategies? We’d love to hear about them – comment below.
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