Want to Hold an Event? Be Strategic!
By Nora Cumming
Events can be inspiring…fun…educational…celebratory. They can be a source of new information, new connections, entertainment or philanthropy. Businesses will hold events for very different reasons than a charity or individual, but regardless of who is hosting, it is crucial that the event goal or purpose is clearly defined. What is it that you hope to achieve by holding this event?
While the answer to this question would seem to be quite simple, it is important to think it through as the goal will ultimately impact the type and design of the event, and determine its ultimate success. The table below outlines a variety of event goals along with examples of the types of events that would fit that purpose.
Event Purpose | Type of Event |
Education |
|
Organizational Development |
|
Building Brand Recognition |
|
Celebration/Holiday Recognition |
|
Selling / Lead Generation |
|
Fundraising |
|
Another key factor to the event goal is the return on investment (ROI) that is expected, and not just from the perspective of the host, but also from an attendee’s point of view. For the event host, the ROI could be financial, e.g., a net profit of $20,000. It could also be the number of leads generated, business cards collected or people in attendance. From the attendee’s perspective, you want the event to be a good use of their time.
The event goal and the ROI will help to determine the third key factor in planning an event – who is the audience? Is it the local business community? Is it industry-specific? Is it your closest friends and relatives? Identifying the audience clearly will have an impact on what type of event you want and how you are going to deliver your program.
The goal, ROI and audience, once identified, will guide all aspects of the planning of the event, including:
- Type of event
- Programming – speakers, entertainers, facilitators
- Budget priorities
- Sponsorship options and opportunities
- Marketing strategy
- Venue selection
- Set-up/layout
- Décor
- Menu
My final piece of advice is to communicate your event goals and anticipated ROI (as appropriate) to the suppliers that you are working with, the venue, the caterer, etc. These organizations are in the business of events and can often share expertise and offer advice that you may not have considered. Ensuring that you and the rest of the event team are all working towards the same goal can only strengthen the results.
With events, you are only limited by imagination – just be sure to lay the ground work with some thought and strategic planning to support the effort!