And whilst we live in a digital world, according to a recent industry report, marketers believe events are the most important channel for achieving key business goals.
With recent investments into events, such as the new International Convention Centre Sydney, extensions to the Melbourne Convention Exhibition Centre, and the Federal Government investing $12 million over the next 3 years into the Australian Business Events there is much excitement in our industry for challenging the status quo and creating new and interesting ways of designing experiences, however, it is imperative the planning and strategy stages of any event remains strong in order to lay sturdy foundations.
An event strategy is not simply a brief, but a clear articulation of the goals of the event, what success looks like, how it will be measured and how every element of the event works to contribute to that overarching goal.
A clear strategy ensures every component runs on time, to budget and is on brand alleviating stress, reducing hours and expense.
I consider there to be four phases of event planning; 1. Conceptualisation, 2. Strategic planning, 3. Implementation and 4. Evaluation.
The Workshop Events team understand that every event is different, and no two briefs are the same, and as such there is no cookie-cutter event plan. So, what does a good event strategy look like?
Each strategy is built on the needs of the client and their KPIs.
The first step conceptualisation, involves determining the why, what and who – why are you hosting an event, what are your goals, what are the key messages and who the audience is.
The second step, strategic planning, involves outlining how you can measure ROI and client satisfaction. This is key to ensuring you can demonstrate a successful outcome and justify the effort.
The third step implementation maps priorities, timelines, budget, suppliers, logistics and production elements.
The final stage evaluation involves ‘closing the loop’ on the event. Gathering feedback from attendees, analysing the results, the key learnings and the recommendations for the future. This includes how the event has met the goals set , delivered the key messages, successfully entertained guests and ultimately delivered sound ROI.