The third edition of Connecting the Dots took place on October 10th, this time at Wicked Grounds in Amsterdam. During this edition, the attending event professionals and marketeers learned how to formulate a sustainable, overall event strategy together. Did you miss the event or the livestream by We Are Live? In this blog you will discover the recipe for a solid event strategy.
Events are a strategic tool, but in many cases an overall event strategy is missing – or not being applied. This is inefficient, costly and can lead to a loss of reputation of your organisation. During Connecting the Dots 3 Events start with strategy – with host Robert Daverschot – event strategists Maayke Könemann and Marike Dragt shared the ingredients you need for increasing the value of event marketing. Mariëtte Pepping, digital marketer at ServiceNow, discussed the importance of a good collaboration and event strategy from a marketing perspective.
The ingredients for a solid event strategy
A sustainable, overall event strategy provides guidance during the organisation of your events. But while formulating such a strategy, you may come across some challenges. To list some named by the attendees: lack of time, mandate and support, or an unavailable budget and vision. With the ingredients below, you can take control.
Ingredient 1: A dash of why
If you do something, do it well. Organising events is a strategic choice. Prior to each event, you should therefore think about why your organising an event. Often, an event hits the spots from A to Z, but not enough thought has been given to the objectives. Unfortunately, this leads to abstract events without a clear message.
By clearly considering why you are organising an event (to network with your target audience, launching a new product, communicating major changes within your organisation, etc.), your events get more appreciation and support and the effect of your events will become more insightful.
Ingredient 2: 1 tbsp. who
Once it’s clear why your organising an event, it is important to determine for whom you are organising it and with whom you should collaborate. Events are perfect for getting in contact with your target audience. This is the chance to talk to them face-to-face. For real added value, you need to know how to address that target audience best.
Oftentimes, the marketing (communication) department within your organisation already has buyer personas available. These personas provide essential guidelines to reach and understand your target audience. With the marketers’ data, you are able to create real valuable content for the programme of the event. Therefore, work closely with your marketing (communication) department!
Ingredient 3: 2 tsp. what
Now that you have identified the why and who, it is time to decide what you want to tell your attendees. What message should they go home with? And what do you want the event to yield for your organisation?
When formulating the message, keep the current themes that are interesting for your invitees in mind. When your message matches the themes that are interesting and relevant to them, you increase the chance of them remembering your message! And in turn, that will result in a higher Return on Investment (ROI).
Ingredient 4: A pinch of how
If you have followed the recipe, the why, who and what should now be clear. Time to shape the event! Gaining new insights and knowledge is the main reason to go to an event, but don’t underestimate the opportunity to network. Create room for that as well!
Enhance the effect of your event by shaping the event so that it matches your message or theme. Is your event about sustainability? Then try searching for leading speakers in that area and, for example, choose a sustainable (organic) caterer and location.
With the ingredients listed above, you will create the ‘recipe’ for a solid event strategy. Formulating this strategy may take some effort, but it will eventually lead to more structure and support – and that saves time. These were just the basic ingredients, so remember: a recipe can always be adjusted and improved to taste. Add your own ‘spice’ and always stay hungry for knowledge.
Connecting the Dots 4: Connections are the future of events
Because Connecting the Dots is a Dutch-language event, it is less suitable for English speaking attendees. However, we feel the articles we write about this topic could be of added value for all event professionals. Are you interested in the content? Read more here!Because Connecting the Dots is a Dutch-language event, it is less suitable for English speaking attendees. However, we feel the articles we write about this topic could be of added value for all event professionals. Are you interested in the content? Read more here!