The event landscape is changing.
According to a recent, global survey of more than 1,000 event planners, chief marketing officers, and brand managers from Asia, Western Europe, and North America, spending on in-person brand experiences and events is going to increase.
However, visitors expect more from those events each time they attend. These audiences crave new experiences and want events to be tailored to their expectations and preferences.
It’s time for event directors and planners to think outside their usual outside-the-box thinking and shake up what it means to attend their event.
Rethink the Role of the Event Director
Currently, your event director is probably a jack-of-all-trades, in charge of everything from invoicing to digital marketing. Is this really the best use of his or her talents? It’s time to shift this role from harried multitasker to focused brand strategist (to better focus on the following items). Outsource or reassign the tasks that don’t connect with this position expertise.
Align Brand and Event Strategy
Make sure that your event strategy aligns perfectly with your brand strategy. This means that every key performance indicator (KPI) used to measure your brand strategy needs to be used to analyze your event, as well. Communicating these goals to your internal services team is essential to a successful event.
Renew, Re-energize, Reinvent
As we mentioned, event attendees desire and expect new experiences. Deliver the same program and floor plan year after year and you’ll see your attendance numbers dwindle. At each event, you want to think about new experiences to provide, new incentives to offer, and new information to deliver.
Coordinate Facts and Info
An event organizer does not lack for data, but these bits and bytes are useless on their own. Using event-management software can help you find and pull out information that’s most useful to you and align it with your brand strategy.
Align Event Promotion
Yes, data is an important part of your marketing efforts, but it should not trump the message – or creativity – of your promotional efforts. Make sure that your vision for the event is in line with the marketing team’s message.
Different events often exist in silos across an organization. This kind of thinking is a relic. While not every event is the same, identifying the best practices from each event and determining how they could work across an organization is essential.
Refine Key Performance Indicators
It is impossible to overstress the importance of KPIs. Developing and monitoring pertinent KPIs is the best method of ensuring your event stays fresh and relevant. As these are the best indicators of your event’s performance, you’ll find that your strategy will shift as the metrics from your KPIs ebbs and flows.
It’s likely you’ll meet some internal resistance when attempting to initiate one – or most – of these proposals. Change can be scary, but it is necessary if your event is going to survive and thrive. Events are a great opportunity for a company to promote your brand directly to an engaged audience, but it is essential to keep your content fresh to engage attendees year after year. For more tips on refreshing your events contact The Trade Group at 800-343-2005.