Five Professional Tips For Succesful Events Management
Some might argue that event management is a rocket science, but with good research and pre-planning, the process can surely become much simpler. Events management and experiential are marketing activities where just theories won’t save you, you would need a substantial hands-on experience of the field- marketing to ensure a successful outcome.
With over twenty years of experience in events planning and management and clients from various markets, we understand the level of details required in the planning process and the sensitivities of working with diverse audiences. So we have put together a brief checklist for a successful event planning and management.
Set your objectives and measure wisely
Start your campaign by setting clear and measurable event objectives by using SMART method (Specific, Measurable, Achievable, Realistic and Timely). The first step is to answer these questions:
- What message(s) do we need to deliver?
- Who is the audience?
- What is it that the client is hoping to achieve?
To measure the results, identify and create the monitoring systems from the beginning (number of visitors, data collected, direct interactions, sign-ups, or else). This ensures that the event plans are directly relevant to the objectives, are feasible, and have clear KPIs.
Make sure that the activities for each event will really support in achieving the set objectives of the main campaign.
Learn about your audience
Lots of factors influence people behaviors and knowing as many details as possible about the TA is paramount in order to know how to achieve your set KPIs.
The stumbling block of every successful event planning is the ability to identify the audience, their needs, behavioral patterns, interests, their favorite events and media channels to know the best way to reach them effectively. Therefore, you need in-depth audience profiling and behavioral analysis on the demographics, their preferred Social media channels, ethnicity, their interests, income, education, geographic location to postcode level, purchase patterns and even religion and their favorite media outlets.
You can collect data from various sources, such as existing reliable researches and reports such as Ofcom and ONS are good examples, IPA, Social Media analytical tools, specific market researches conducted within the target group, and using your own insights based on previous events-planning experiences.
Long-lasting relationships with partners across different sectors can also be helpful in cross-sharing valuable knowledge and working collaboratively.
Create the event’s unique approach and detailed execution plan
The event execution process starts with developing a clear plan that allocates resources and sets out the timescales for the delivery. Always ensure that the events approach, big or small, goes hand in hand with the campaign’s bigger objective. Based on the collected information, identify the main events that are relevant and culturally appropriate to the audiences. Find out the hotspots and places with the highest footfall for the TA as well as whether there are any other major events you can tap into. Identify with the best time when your TA would be most eager to engage.
Your event action plan and activities would much depend on the location, time and the event you are going to take part in. The more tailored they are to the location, event and to your TA interests, the higher engagement you would have. Create one main hook that would be the central theme of your event activity around which the message and even your brand ambassadors’ skills would be selected. Crosscheck the timelines with the other activities happening at the same time to avoid irrelevant overlaps and use all your marketing activities to your advantage.
Always plan how other channels, such as Social Media can help you extend the audience reach and awareness buzz and make the event more measurable. Social Media also can add more excitement to the field- activities.
Entice and reward
At any event or outreach, it is key to know what is it that you can offer to the TA in return of their time, or data that you are taking. Your give- always and rewards, samples and marketing materials should not be randomly offered, but well-thought and tailored to the created event’s main approach in order for them to extend your reach and brand recall, making it measurable and bringing the target audience back to the brand’s owned channels, such as to the store, website or Social Media pages, etc. The marketing materials and giveaways need to be relevant to the brand’s strategy too as they can create real buzz and talkability if created wisely. Always look out for interesting and unique ideas.
Your on-site staff can either make or break your event so make sure to find experienced, approachable, and most importantly responsible brand ambassadors who will give you their 100% dedication at the event. Motivate them to be your true ambassadors. Therefore, the selection of the right people with right background and experience can make a huge difference and eventually become your key USP for events.
Create clear and detailed briefs for the field staff, including the timelines, documents (if required), tasks and responsibilities, and contact details for urgent queries or alerts. Make sure your staff clearly understands their role and is ready to operate effectively both individually and as part of the team.
Try to think of different scenarios and variables on how your plans might change and make the unexpected more expected. Create second and third backup plans for each case, identify possible risks and know how you would react to them. This would reduce your stress significantly and guarantee seamless event execution for people behind the scenes or on the field.
Ensure that each staff is aware of the evaluation process and provides you with the key data and reports back on time as well as is able to deliver the activates per the set objective.