This guide will cover the different elements of event strategy, planning, launch promotion, wrapping up, and all the other tasks required to make any event a success.
This context refers to event strategy, not the role events can play in corporate strategies.
Strategy is what event strategy is. This strategy can involve many moving parts, changing conditions, evolving needs, and lofty goals. It is the foundation of event planning. Mastering your strategy will help you succeed in the business.
We can’t do justice to this vast subject on one page, but we will!
What is an event strategy?
The event strategy is the overall plan for the event. It should include all tasks from conception to wrapping up, and everything in between. Each step should be outlined and documented in a template. Although it’s complex, it can be digested in smaller pieces.
An event strategy that is coherent will have a framework that guides all events. This framework will cover all aspects of event planning so that everyone is aware of what’s happening when. All aspects of event planning will be quantifiable and quantifiable.
What is the importance of event strategy?
A strategy for an event is the whole picture. The who, what, why, when, and most importantly, how. The strategy will be more detailed and include plans for each step. This allows everyone to know where they are and what to do, but it remains high-level.
It is crucial to plan your event strategy in order to manage the hundreds of moving parts that make up an average event. Even small events can have many steps. A strategy helps to manage all of that at a high level. You can easily get distracted or lose control over the timing, budgets, and resources without a strategy.
How to plan an event successfully
There are two ways to create an event strategy. The first is to create a flow from idea to conclusion and include all steps in between. Another option is to begin at the event and work backward. Both are very popular and each has its positives and its negatives. However, they should both lead to a cohesive plan that will ensure a successful event.
These are the basic steps in event strategy:
Set the event vision or goal
The pinnacle of all strategizing is setting the end goal. What should the event accomplish? What are you trying to accomplish with the event? Some events have specific goals, such as increasing awareness for a charity or brand, a product or album launch, or a wedding or birthday party.
Your people must always have this vision in their minds. All your efforts in planning an event should be directed towards this goal.
Establish a timeline
You can work either chronologically or backward. However, you need to create a schedule that covers all steps required to plan your event. This should cover the planning stages, attracting sponsors and preparation, as well as talent scheduling, feedback, and wrap-up.
Scheduling is an essential component of project management. It provides the backbone for your event strategy. It is essential to know when tasks must be completed, what time you are ahead of others, and how to manage the many tasks required to plan an event.
Budgeting is the most difficult part of event strategy. Budgeting events company Manchester is one of the most difficult aspects of event strategy. It can be frustrating to have to say no every so often. These are just a few of the reasons that many people in the industry hate the budgeting aspect of event planning.
Budgeting is an important part of any strategy. Budgeting is essential to determining whether an idea can be realized. It will help you decide if you have the budget to hire the talent that you need, or if you have the funds to buy pyrotechnics and/or create a sponsored app.
You should also budget where you set a contingency. This contingency is usually 10% of the budget, but we have found that it should be closer to 15%.
Identify the target audience
Although you won’t be able to choose the target market for every event, it is possible. After you have established the vision and budget, it is time to determine who the event will be pitched to. Your target audience will influence what type of sponsor you choose, who you feature, and where you host the event.
Conceptualization and brainstorming
Your event strategy should now be in place. Now you know what the event will be about and how it will unfold. This is the time to incorporate the event idea into the strategy. The most difficult challenge you’ll face as an event planner is coming up with an original idea. However, it is also the most important.
Some ideas will be restricted by the event type, while others by the sponsor. You must work within the limitations of your strategy to create an original idea that will attract sponsors and fulfill the overall vision for the event.
Take your measurements
Every element of event planning must be measured. Are you within budget? Are you on time? Are you on schedule? Are you attracting the right social shares and attention? These are all important factors to measure in order to provide reporting for stakeholders and refine your strategy as you go.
Top tips for event planning
These are some of the tips that we have learned along our journey and can help you with your event strategy.
- Automate as much of your work as possible you can find a lot of highly capable software that can help you manage your event planning. It is worth it.
- Flexibility is key- The military general who said that a strategy does not survive the first contact with an enemy is not the right person. This could have been an event planner. There will be challenges, obstacles, and changes. Your strategy must be flexible.
- One mouth, two ears listen to your team, sponsors, and stakeholders. Although you may be an event planner, we all are just cogs in the larger machine. Everybody has ideas. Listen to all of them.
- Take everything into account- Establish KPIs and set goals. Budgets can be used to fund marketing, advertising, and any other activities. Although it is a lot of work, quantifiable data can prove that you are good at what you do.
The key takeaways
The big picture is event strategy. This is the big picture. It includes key milestones and measures as well as the overall vision. The strategy must be both firm and flexible. You must be able to adapt and change as circumstances change. You are able to stand up to adversity and give confidence to your team. It is almost a living thing, and you will feel it when you work with it.
Your event strategy shouldn’t be considered a burden, even though it may be complex, detailed, and quantifiable. Although it will take a lot of time and effort, it is the foundation upon which all your event’s activities are built. If done well, it will make planning and execution much easier and produce a better result.