Event management falls under Marketing Management

The event strategy as the basis of a successful event

The more things you have to think about, the more confusing everything becomes. A good event strategy is the most valuable help in keeping everything in view.

The event strategy is at the heart of your work

Your event can only be as good as your strategy allows. If crucial goals were not defined or the suitable participants are not known, you are giving away valuable potential. In the worst case not only for this one, but also for future events, as you could not convince your visitors to attend further events.

Even software solutions, which are very valuable due to the automation of processes, do not replace a strategy. Because if you don't know exactly what goals you want to achieve, even the best tools can't help you.

A great initial idea or a vague concept can be tempting to start right away. Still, they should be poured into a strategy first. Collect ideas that you cannot implement directly in order to use them at a later point in time or for another event.

What can such a strategy look like?

In the event strategy you determine who and what you want to achieve with your event.
You define the primary target audience and formulate the aims. For example, whether you want to increase your awareness or launch a product. In order to be able to plan your event properly, however, you must also have the necessary Marketing measures Record: an event website, appearances in social networks, an email marketing campaign, etc.

Many organizers commit to the planning errorto ignore the time before the actual event. An event begins long before the gates open to visitors.
In addition to planning and preparation, it must also be announced so that your target group can even find out about it. Participants must be targeted and individualized and after registration you have to make sure that you don't forget your event after all.

It therefore makes sense to collect all relevant information and present it clearly. Every team member involved in the planning has to deal with the Target and target audience be familiar.

Define in a calendar at what times you want to start which marketing measure. In the end, three months have not passed without completing an important intermediate step.

What are the goals?

An event serves a specific purpose. The range is wide: Developing a new target group, launching a new product, establishing yourself as an industry leader or increasing your awareness are just a few of the possibilities.

Regardless of what you're trying to achieve, you should formulate clearly. This allows you to focus entirely on that goal. Rigorously cross out any ideas that would have a nice effect but do not contribute to your goal. They are a bonus that you can add once the backbone of your event is in place.

Which points have to be considered?

Every single section of your event strategy and marketing activities comes with points that need to be considered. It starts with the selection of the location: In addition to the location and availability, the equipment and conditions are also decisive.

A great challenge is yours own goals with the positive experience of the participants to link. Design the Participant trip so that your guests never feel left alone and actually find what they are looking for.

Find ways to collect and evaluate data without deterring participants through long questionnaires. Platforms like doo help you to combine your own goals and the wishes of your guests and through an automated evaluation of data individual participant trips to enable.

The more precisely you know what you want, the better you can prepare and plan. Anything that you can solve in advance will not cause you any difficulties at the event itself.
Create responsibilities in your team for certain sections of event planning and check in good time, even with very reliable employees, whether they have considered everything. In this way you avoid that important little things are overlooked.

What is the optimal process?

The ideal process before the event can be roughly divided into four phases. The length of the individual phases also depends on the size of the planned event.

First phase: first announcements
In the first phase, you publish some announcements, but you don't go into detail just yet. These are appetizers to arouse curiosity in your target audience. Offer the possibility to be informed about news by e-mail. An active, large-scale advertising of the event has not yet taken place.

Second phase: notice
In the second phase, you make your event as popular as possible. Take advantage of paid ads on social networks, press releases and email marketing campaigns.

Third phase: day-to-day business
The large-scale announcement of your event flows smoothly into the day-to-day business with recurring tasks: Update the information on the event website regularly and also let us know by e-mail which speakers can be expected. Guest articles by well-known participants on your website are a valuable contribution to arouse the curiosity of other participants. Keep an eye on your social media campaigns and, if necessary, make adjustments by adjusting the advertised posts.

Fourth phase: The hot phase right before the event
This time begins shortly before the event. With a final e-mail campaign, convince the last participants to register. Contact well-known participants from previous events who have not yet purchased a ticket and invite them personally. Remind participants who have already registered so that they will appear safely. A sense of urgency is now conveyed on the website and on social networks, as potential participants do not have much time to register.

The event itself
The optimal procedure at the event itself depends on the type of event. However, some basic elements almost always remain the same: After the participants arrive, there is an official welcome, which is followed by the program. With an official farewell at the end of the event, the bow to the greeting is struck and a framework is set that offers orientation.

What are the differences between different events?

No event is like the other. This is obvious for fundamentally different events, but this also applies to the individual events in the same series. These are largely similar.

But still it would be a mistake, a old event strategy to copy unchecked. You can take over a lot, but you should still make adjustments and targeted focal points put. In particular, the experiences of previous events from a series offer the ideal opportunity to continue an event improve and thus to make the experience of the participants even more positive.

If you have a Basic structure for an event strategy you can use them again and again for different events. This saves you a lot of time in the long term and enables you to make the best possible use of your experience for improvements.

Tools for implementation and planning

Fortunately, these days, there are many ways to make life and event planning easier for yourself. The digitalization made communication a lot easier, and with one good communication stands and falls the success of an event. Tools such as Trello, Basecamp and Slack support you and your team in collecting ideas and coordinating and successfully implementing complex event strategies.

Platforms like doo offer you the perfect opportunity to view the large amount of data collected in Real time to evaluate. You can adjust the participant trip at short notice and further individualize.

Through the automated segmentation of your target group you can send targeted personalized invitations and address each participant precisely. In this way you not only address your guests, but also have more time for the event itself.

Do you want to organize your events efficiently and achieve the best? We are happy to help you achieve this goal!