Blog Post
3 Critical Questions To Ask Yourself Before Planning An Event

Since Q4 is all about events & customer interactions AND Xmas Parties, you will see a lot of Vendors have their flagship activities planned in the coming months. Over the years, we have executed a lot of such events for various Vendor, Distributors and Tech Partners. But there have been sometimes those that stick out and slap you with massive learning for your next activities. It’s my humble intention to point out some of these learnings (I don’t want to pretend everything is a big hit always) that we would surely look harder next time around.

Events can be a lot of fun and fulfilling if done right, but the reality is that you, as a Tech Partner, are solely relying on Vendor MDF’s for the same quarter activity then they generally kick in late, and everyone scrambles to make a marketing tactic somehow happen (here goes your first problem) and LET’S DO AN EVENT ASAP! It’s Quick, Cheap and we get a lot of Leads?

WRONG: They are NOT Cheap, they are NOT Quick, and they do NOT always give you Leads.

So before you launch a full-fledged Event Series or even a single standalone event, it would be good to ask yourself the questions below. There are plenty others I can raise, but the ones we have right here are the most basic ones to begin with.

1. What Value is my Event going to add to Attendees?

Be Specific
Before you start drawing your event plan, the actual Agenda is, unfortunately, the last thing that gets planned. Ask yourself if you have a Specific reason for a Specific type of Businesses going through a Specific Problem that you have Specific Solutions for? That’s a lot of Specific details you need to think about.

The Experience
Once your “Specifics” are sorted, you need to make sure your events give the clients the right experience. As in, a strong drawcard, suitable venue, easy to commute & most importantly, a topic they can relate to. Event Experience is that piece of string that never ends. Rule of thumb here is to draw the line where you are making it memorable for your clients and not look desperate.

Stick to your Agenda
More than often, we get into events where it’s all about saving money at a Vendor Venue (already a Sales underline) and covering product speeds and feeds. This one is an OK plan if they are your existing clients and doing a user group or talking about new launches or updates that will add value to your clients.

No one wants to wake up and travel to an event to listen to a sales pitch.

2. What Do I know about my Audience?

Now, I am not here to give you a lesson on mapping your buyer personas (I can go on and on if you call me) but, for the purposes of this blog, I am assuming you know who they are and your agenda is dedicated to them.

The most important element to driving successful events is gauging Past Engagement.

Based on how you have progressed your audience through your Marketing Funnel, you should add/tag them to various lead scoring buckets. We generally try and use any lead scored over 50 percentile for a F2F engagement. With no previous lead scoring, you will need a super compelling X Factor to attract new audience and it’s quite expensive since you will have to spend a lot more money on Advertising, Buying & Opting new Database etc.

3. What is the Timing & Duration of my Event?

These criteria become quite important for the success of your Events. There are plenty other elements that get involved but below are some of the key ones for finalising the logistics of your Event.

Duration of the Event
Think carefully about for how long you want to keep your event going. Generally, 45 minutes is the sweet spot when it comes to captivating an audience We have seen that the shorter, precise & to the point events are the ones most preferred by Customers (that and a good speaker). Is this a whole day event? Is it over Lunch Or Breaky Or Networking Drinks?

Timing of the Event
Timing of your event is very important here too. Making sure that it’s far away from the dreaded End of Quarters Or School/Public Holidays. We find February – May and then August – November are great months to plan events since they are away from financial, planning and holiday seasons.

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October 12, 2019

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