Planning an event can be complex. There is a lot to consider, evaluate and articulate, and teamwork is critical.
Because we do this often we have robust and time tested processes in place which make events much easier to manage. Diving straight into an event without properly defining the goals of the event can lead to poor results and disappointment. So we thought we would share 5 tips that we as an event management agency use to make this easier for you.
The Secret Sauce:
1. Set and define your goals
While it may initially be fine to talk in broad brushstrokes or put forward abstract ideas, when it gets down to business allow plenty of time to determine and outline your goals for the event. Work out who your audience is and how will you be contacting them, will you use a new social strategy to reach out to people or will it be a multi marketing approach? What is the measure? What results/KPI do you need to achieve for the event to be successful? Know your budget. Having a fixed amount for the budget is good, we always recommend allowing for a 10 per cent buffer because things happen. Pricing on components can change, venues might have surprise costs you didn’t know about and sometimes suppliers might let you down.
2. Know your audience
No matter whether you are planning an event for a large group of people or a select number of executives, knowing how to approach people to get the target number of attendees is critical. Will you be syncing your event platforms to your CRM? Will you be able to segment the database accurately to reach the right people and can you identify attendees for future marketing initiatives? What is the plan of approach? Will the event be advertised on your website, through email and social, will you need any content marketing to support the event? What content will you need at the event? What does your audience want to know about?
3. KPIs that align with company objectives
Knowing the KPI’s of the event before you start makes it easier and more accurate to measure and prove ROI. The event KPI’s should connect with the overall business objectives. Showing how the event performance impacts bottom line business metrics will make it easier to prove the event’s impact. Preparing a report for the event investors is effective to show the success of the event and should also secure future event budgets.
4. Teamwork rules
Depending on the event objectives an important element of the goal-setting agenda is to know how all your teams will work in this together. Determine shared objectives with linked KPIs to each team’s performance to bolster groups to work together and strive for the best results. Whether the event objectives are to boost sales, promote a more engaged company culture, provide a better customer service experience or promoting a product, having a cohesive team can make a big difference to event outcomes.
5. Attendee Experience
As soon as your goals are firm, think about the attendee experience. How will they check into the event, is there an app for the event that people can interact with? Will there be an event #hashtag that attendees can use to promote on social, join in quizzes and respond to polls? What sort of interaction will attendees have at the event? Icebreakers, transition zones and unique spaces that will encourage conversation and connection? Will your event be memorable and leave a lasting impression?
There will be plenty more to keep track of, correct and update as your event draws near, but with these five event management agency tips you are well on your way to hosting a stand out event
If you are interested in some other exciting event management agency strategies we use, you can check this out.