It occurred to me recently that many clients may not have a clear idea about their event strategy. Not which one to chose, but the word strategy itself. As Chromis provides Event Strategies, I dedicate this newsletter to shedding light on what I do, and what you can do to put your events to work for you.
In the beginning, there was Purpose. Purpose, or mission, drives everything. You cannot work without purpose and you cannot lose sight of your purpose. Why are we doing this event? To increase awareness of… or to support a campaign for… This is your event purpose. It is your North Star.
Then came Goals. Goals exist to serve the Purpose. They are broad outcomes that you seek. They can be changed and altered, but I recommend creating clear, specific goals and sticking to them. For example, educating attendees about… or raising corporate funds for… You can create as many goals as you want, but limit this number so you can keep the focus on achieving them realistically.
Only then can we talk Strategy. Only once we know what we are doing and why can we begin to talk about how. The strategies behind your event are designed to help you achieve your goals. But how?
Strategies are made up of Objectives. Personally, I love these little guys because Objectives are a specific action that is measurable: You want 900 participants at the event, 200 minds tuned in the webcast, and 14 new donors, 10 of which are corporate.
Quantitative objectives are easy to measure, but you can also measure what participants learned, if they are moved to take action, or if they enjoyed themselves and will recommend the event to others.
It is around this phase that I begin thinking about strategic event design and helping clients develop a concept and design that both supports their objectives and is in line with goals. Part of this process includes Tactics, tools that you choose to use to support the achievement of your objectives: Engaging a celebrity speaker, developing an experience, creating a desirable sponsorship package with tailored benefits could all be examples of tactics.
Frustration around an event often has to do with goals that are not clearly defined or a strategy that is not founded on realistic goals or objectives. Working through this process can feel tedious, particularly for teams that are short-staffed or time-constrained, but the exercise is always worth it.
I hope this quick recap helps you get the biggest bang—not just for your buck, but also for the energy and resources to put towards it.