Your event strategy is your plan. Your event brief will explain how to plan your event according the strategic value. Your event brief will outline the steps to get there by setting a clear and measurable goal.
A strong event strategy is key to making an event a success. Knowing where you are going and how you will get there. This means having a clear and quantifiable goal for your event and then creating and delivering a solid strategy brief.
Strategic event planning wins over laissez faire event planning any day. What happens when you don’t have a plan? What if you don’t have a solid game plan?
It is essential to have a brief event strategy before you can start planning your next event.
What is Stragetic Event Planning and how can it help you?
Strategic event planning refers to the process of planning an event using a pre-prepared strategy brief (like what was discussed above).
What is Event Brief?
The event strategy brief will explain how to plan your event according the strategic value. Your event brief will outline the “how” of reaching your goal by setting clear and measurable goals.
Your event planning checklist should not be a series of tactical decisions. Instead, you should create a strategy brief that will guide all your actions.
Here are some things to keep in mind when creating your event strategy.
- Know your event audience
- Know the purpose of your event
- Choose a topic for your event
- The information you have about your audience, their value, and the purpose of your event will inform your event topic. Your marketing strategy will be influenced by your event topic. It forms the basis for your event’s value proposition in your marketing materials.
- Choose which marketing channels you will use
- There are many marketing channels available today. Depending on who you are targeting, social media may provide a greater reach than traditional media.
- Fully automated campaigns can be built across a selection of marketing channels
- Online marketing channels allow you to automate campaigns across all channels. This allows for less work and less chance of human error, especially when it comes down to missing touch points or not capitalising on engaged readers. It also means a better return on investment.
- Remember to keep in touch after the event
- Your event doesn’t mean your Event Marketing Strategy ends. While your brand’s relationship is fresh in their minds, it’s important to target them with post-event communications. The goal is to convert their existing engagement into solid conversions. Don’t lose their interest in your brand after the event. Make sure you capitalize on post-event touchpoints!
Need more ideas on how to plan your event strategically? These are our top tips:
Copy what works
It’s not easy to plan an event, but there are many that have gone before you.
This allows you to learn from the mistakes of others and research their experiences.
It’s likely that this will not be your first event. You can review past results and analyze them to determine what worked and what didn’t.
Prioritise the most important
Many event planners become overwhelmed by the importance of prioritizing urgent tasks over important tasks.
You’ll probably have a lot of things to do. But if you determine your event goals, and prioritize based on them, you can create a framework that will make things run smoothly.
Know your audience
This is an important aspect of event planning success and should not be ignored. This is an important part of your event strategy.
If you don’t understand what it is, you won’t be able create an experience that your audience loves.
If you have used our marketing automation and engagement scoring software, especially with CRM integrations, you will probably already know who your attendees are, what interests them, and how to attract them. If you don’t have data on your attendees, it is time to begin gathering them.
Early bird gets the worm
The sooner you plan your event, the better. It’s not worth wasting time trying to fix problems that could have been avoided. You’ll be able to save money by booking ahead and being able negotiate fees and take advantage early bird deals.
You don’t just need to plan, but you also need to start promoting and inviting people.
Event planners understand that the longer tickets are on sale, the more they sell.
Make your communication pop
Your event is significant and something that does not happen every day. You will need to communicate this to your audience.
You’re already on the right track with our event management solutions. But if you want your communications to stand out, there are some extra steps you can take.
Once you have segmented your campaigns, make sure your event announcements are clear, interesting, and targeted.