So you have decided that you would like to have an event, but now you need to create an event strategy that will have the desired outcome. You will want to create an event strategy that will help you to achieve your company objectives. You may want to:
- Increase your credibility
- Increase your market share
- Extend your client base
- Foster loyalty of existing clients
- Demonstrate your capabilities and expertise
- Keep in touch with client base
Once you understand the objectives you are trying to achieve, you can then think about what type of event you need to have in order to meet these.
Types of event
- Team Building Events
- Trade Shows
- Sporting/Activity Events
- Press Conferences
- Networking Events
- Product Launches
- VIP Events
- Trade Fairs
- Shareholder Meetings
- Award Ceremonies
- Board Meetings
- Executive Retreats
The list of the types of events to choose from is endless and the number of choices can making choosing the correct type of event your business intimidating at first, but once you have ironed out exactly what you want to achieve, the choice is much simpler.
If we look at the first potential objective mentioned at the beginning of this article, ‘increase your credibility’, and think about which events would be suitable to achieve this goal, immediately certain types of events start to stand out as clear favourites.
For example, in a professional service industry, organising a credible awards programme with a gala dinner in a prestigious city hotel, attracting industry leaders to participate and attend, can have a profound impact on how you are viewed within your target market. Equally, smaller events with focused content delivery in areas that are top importance to your target market, such as forums, seminars and roundtables, will make you stand out as someone who understands what your clients need and are a reliable resource.
In addition to thinking about your company objectives and the results you would like to see from your event strategy, you will also need to think about the types of people you would like to attract to your events. Of course this will be informed by your company objectives, but it is such an important consideration, that it cannot be ignored when thinking about what type of event is right for your business.
Are you hoping to attract young, trendy customers and tastemakers to your event or are you looking to develop relationships with industry leaders, for example. This will inform the decisions you make on what type of event to host, the venue, the food, the order of service, and everything in between.
Whereas an informal networking event in a fashionable boutique hotel or new bar or bistro with the latest food and drink may be more appropriate for fashionable young clientele, this may not be quite as appropriate for entertaining industry leaders, particularly where the purpose of the event is to discuss current industry news and developments, for example. When deciding what type of event to hold, it is essential to consider both ‘why’ and ‘who’.
Events should be a key element of your business strategy and getting it right is so important. For expert help and advice on how to develop your events strategy in order to achieve your business goals, get in touch with Wendy Marston. We will be only too pleased to help.