So you’re ready for the mayhem that ensues at the very beginning of your event planning?
Cool let’s dive in then;
At the start of any event or conference planning session, planners must know what the primary objective of their event is.
Who do you invite and why?
The objective of the event needs to correlate directly to the return on investment that you are after.
Are you looking to increase your brand awareness?
Perhaps increase internal productivity?
No matter what your end goal is, your event attendees need to be at the heart of every decision.
So how do you make sure that event attendees are at the heart of the event?
1. The Event Attendee Journey:
Your event isn’t a destination for attendees; it is a journey. They need to feel involved at every stage of the event. The event needs to be built around them which means that they should have a say in where the event will take place, what kind of event it will be, what event technology is to be used and what other activities and amenities they would like to have at their disposal.
So how do you get them to have a say?
Well, running surveys to gather key insights, analysing data that was collected from previous events, reading blogs on top tips and trends will allow you to make sure that you plan and run an event that will blow your event attendees away!
So go on start that research 😊
2. The Theme:
Your event planning starts at the initial briefing meeting where you will find out what your event objectives are and where you will ideally learn about your buyer persona or audience.
Asking a lot of questions at this stage will ensure that your event is rolled out in a way that is relevant to the target audience.
Here are some questions you can ask about your audience:
- Is this an event for internal employees, external stakeholders or thought leaders in the industry?
- Do you wish the improve your employees engagement? Increase their product knowledge or increase their productivity?
- Do you wish to increase your brand awareness at this event?
- Do you wish to incentivise customers with this event?
- How do they take in their information?
- Ask for feedback and data from previous events.
Knowing a little bit more about your persona, their demographics and their personal preferences will help you select a theme that is fitting and also aligned with reaching the objectives of the event.
3. The brand:
Once you have decided on a theme and the style that your event will take, you can start creating a ‘personality’ for the event that the audience will relate to.
An event personality or identity will include a logo, a slogan and a hashtag that will make your event unique. All of these elements should be consistent throughout the event, from pre to post-event.
These items are significant to your attendee as they must be able to recognise and resonate with these elements throughout the journey. All event collateral should include these logos, hashtags and slogans where applicable; from the menus to the name badges.
Why is it critical to your event to incorporate these branding elements?
It will ensure that your event attendees connect with your brand in a very real and human way. Your branding will become a part of their memory and experience. So at the end of the event, they will leave with a feeling of warmth and memory towards you and your brand.
4. The Tech Tales:
The main reason why people attend events these days is so that they can be a participant and to network. To make sure that your attendees engage and interact with the information and with each other, you must involve event technology. Including event, technology will enhance the experience and the event attendees journey.
Event technology like Virtual & Augmented Reality – where your event attendees really get to experience your event right from the start to the finish. This will be sure to keep them talking about your event for a long time afterwards.
Another feature that’s taking the event and hospitality industry by storm is the use of instant messaging and chatbots. This makes the entire customer journey a lot easier to navigate as it streamlines fast and effective communication putting you ahead of the rest.
This is where knowing your audience comes in, if your audience isn’t very tech-savvy or don’t want to be on their mobile phones or tablets all day, there is no use in using apps. But you can incorporate tech like RFID, where they can scan into different rooms or events, and all the information from those specific sessions will automatically be emailed to them. Having the right balance between technology and face to face interaction is also key.
So your event attendees are at the heart of your planning, but do you know what is more important than that?
Get in touch with us to book your next conference or business function today!