If you were asked what your event strategy is, could you answer confidently? Most event professionals would like to say “yes,” but event strategies can be complex.
Your event strategy is the foundation of your meetings and events programme. Without one, you could be setting yourself up for failure.
An effective meetings and events programme encompasses your in-person, virtual, and hybrid events, as well as the mix of event types – and are all driven by your event strategy.
Read on to learn more about how to develop a clear event strategy, including setting goals and measuring event success.
What is an event strategy?
An event strategy is a high-level overview of your event. It defines what, why, when, and how your event will run. It involves defining clear objectives, understanding the target audience, and creating a cohesive logistics, marketing, content, and engagement plan.
Whether it’s a conference, product launch, or gala, a well-thought-out event strategy is crucial for turning your vision into reality and maximising ROI. Event strategy is the backbone of successful event planning, aligning every aspect with organisational goals.
Most organisations host or attend multiple events, requiring a comprehensive event strategy framework. An effective strategy addresses the needs of various stakeholders, uses data from past events to inform decisions, and includes post-event analysis to measure success and identify improvements.
How to create an event strategy plan
The best time to create an event strategy plan depends on what’s most beneficial for your organisation. For example, you could plan at the start of a new calendar year, the organisation’s new financial year, or after a key event.
The golden rule is to plan early and to give yourself time to consider everything that impacts your events.
Creating an event strategy template
To streamline the process of creating an event strategy, it’s helpful to create a repeatable event template.
A framework (template) is a great starting point. Your template should follow a simple format that stakeholders can recognise.
As you begin building a template, think about the following:
- What are the organisation’s key business goals for the year?
- How can events impact or tie into those goals? If there is no alignment, pause and question why the event is needed.
- Which event format (in-person, virtual, or hybrid) best meets the organisational goals?
- How many events are planned for the year?
- What is the number of events you’ll host vs those you’ll attend?
- What types of events will be in your plan?
- Does your team have adequate resources to carry out the anticipated events?
- What event technology do you need to help you streamline your existing processes?
To help you get started, here's a template divided into three phases: before, during, and after the event.
1. Before the event
Define objectives and goals
Outline the primary goals. Is the aim to increase brand awareness, generate leads, boost community engagement, or something else? It’s important to establish specific, measurable objectives.
Some events have very clear goals by virtue of their type. At a sales kickoff, for example, the goal is probably to align your sales team by allowing them to trade competitive intel, participate in team-building activities, and motivate them for the new sales period. It’s important to know those contextual details when defining your goals.
Identify the target audience
Determine the demographics and interests of your target audience. Being clear on who you are addressing always creates clearer communication. One way to ensure that is by creating audience personas to guide your planning.
Remember to ensure that your events are accessible and inclusive to make all attendees feel welcome.
Develop key messages and themes
Craft a consistent narrative and key messages that align with your goals. Knowing your story will help you design themes that will run through your events.
Set a budget and allocate resources
Create a detailed budget covering all aspects of your events. Use it to allocate resources, including staff, venues, and technology.
Create a detailed timeline
Establishing a comprehensive timeline with key milestones and deadlines for each event will help you develop your strategy. Make sure you build in sufficient lead time for planning and promotion.
Plan marketing and promotion
Design a multi-channel marketing strategy that includes social media, email campaigns, and partnerships. Develop suitable promotional materials and content.
Outline logistical information
It’s crucial to identify potential on-site logistical needs in advance. For example, consider whether your attendees need special dietary considerations or if certain deliveries need additional people to accept them. Choose suitable venues and collaborate with vendors to ensure the highest quality of your events.
Plan activities to engage attendees
Plan interactive elements such as workshops, networking sessions, and panel discussions to embed engagement throughout your events. You’ll need to prepare content and materials that are likely to intrigue attendees and get them talking.
Establish success metrics
Of course, different types of events often require different KPIs. Define key performance indicators (KPIs) to measure each event's success and set tools and processes for data collection and analysis.
For example, with conferences, success metrics likely include the number of attendees, revenue generated by ticket sales or sponsorship and exhibitor fees, attendee satisfaction, and lead generation.
In contrast, metrics for VIP events tend to include attendance rate, media coverage, social media engagement, and brand awareness.
Prepare for contingencies
Develop a risk management plan to address potential technical difficulties, social disruptions, and weather-based issues. Prepare backup plans and communicate them to your team.
2. During the event
Engage with attendees
Actively facilitate interactive sessions and use an event host to encourage participation. Monitor attendee feedback in real-time to quickly address any issues.
Manage logistics
Oversee the setup at your chosen venue and ensure all technical aspects, such as the lighting and A/V, function correctly. Coordinate with vendors and manage the on-site logistics with venue staff.
Gather event data
Gather data on attendee engagement, participation levels, and other relevant metrics as the event unfolds. Use surveys, polls, and feedback forms to collect attendee insights.
3. After the event
Follow up with attendees
Send thank-you emails and follow-up surveys to attendees. Share key highlights, recordings, or additional resources from the event.
Conduct post-event analysis
Analyse the collected data to measure performance against objectives. Now is the time to evaluate attendee feedback and identify areas for improvement.
Prepare a comprehensive report summarising the event’s performance. Share this report with stakeholders and use it to inform future event strategies.
Review and reflect
Conduct a debriefing session with your team to discuss what went well and what could be improved. Document lessons learned and best practices.
Refine future strategies
Incorporate feedback and insights for future event planning. Adjusting your strategy based on lessons learned to continually improve makes sense.
Setting SMART event goals
SMART goals are a framework for setting clear, achievable, and meaningful objectives. The acronym SMART stands for:
Specific: Goals should be clear and specific, answering the who, what, where, why, and which questions.
- Example: Instead of setting a vague goal like "increase attendance," specify the target: "Increase the number of attendees by 20% compared to the previous event."
- Action: Define the specific aspects of the event you want to impact, such as attendee numbers, engagement levels, or sponsorships.
Measurable: Goals should have criteria for measuring progress and success, allowing you to track achievements and stay motivated.
- Example: "Increase social media engagement by 30% during the event week, measured by likes, shares, and comments."
- Action: Determine how you will measure progress and success. Use quantifiable metrics like numbers, percentages, or specific milestones.
Achievable: Goals should be realistic and attainable, considering available resources and constraints.
Example: "Secure 10 new sponsors for the event by reaching out to 50 potential partners."
Action: Ensure the goal is realistic, given your resources, constraints, and the context of the event. Consider past performance and current capabilities.
Relevant: Goals should align with broader business objectives and be relevant to the direction you want to go.
- Example: "Enhance attendee experience by introducing a new interactive app to help us increase attendee satisfaction."
- Action: Align the goal with your broader organisational objectives. Make sure it matters and will make a meaningful impact.
Time-bound: Goals should have a defined timeline, including a start and end date, to create a sense of urgency and focus.
- Example: "Achieve a 25% increase in early bird registrations by the end of the first promotional month."
- Action: Set a clear timeline for achieving the goal. Define deadlines for intermediate steps to maintain momentum.
Creating an event budget
1. Estimate revenue
Identify potential revenue sources, such as ticket sales, sponsorships, and merchandise. It’s important to project realistic revenue figures based on past events or research.
2. Identify fixed costs
Create a comprehensive list of all fixed expenses that do not change regardless of the number of attendees. Common fixed costs include venue rental, permits, and insurance.
3. Identify variable costs
Create another list of all variable expenses that could change based on the number of attendees. Common variable costs include things like catering, seating, and materials.
4. Include contingency funds
All plans need to be flexible to accommodate changing circumstances, so you should allocate a contingency budget for unexpected costs. This budget should typically be around 10-20% of total expenses.
5. Research vendor costs
Obtain quotes from multiple vendors for catering, AV equipment, etc. Always negotiate all contracts to secure the best prices.
6. Review and adjust
Use budgeting software to monitor expenses against the budget in real time. Remember to keep detailed records of all transactions, which can be referenced later.
Build time into your schedule to review the budget regularly and adjust allocations to address discrepancies. This will allow you to reallocate funds from less-needed areas to those needing additional resources.
7. Seek sponsorship and partnerships/collaborations
Look for potential sponsors and partners to help offset costs and increase revenue. To make this easier, develop sponsorship packages that offer value to partners. The more you customise a package, the more likely you’ll be able to turn it into a sale.
8. Finalise the budget
The final step is to review the budget with stakeholders and make any necessary adjustments. Once you have final approval from decision-makers, you can proceed with event planning.
Measuring event ROI
Return on investment (ROI) is important to every business and a necessary part of proving the success of your event strategy.
There are many event ROI metrics you can use -here are a couple of basic measures and considerations for establishing your ROI:
Direct & indirect costs
Direct costs include items that can be easily tracked through monetary spending, such as food and beverage, venue rental, travel, entertainment, décor, and marketing and promotional costs. You will receive invoices for all these items, which will clarify what has been spent.
Indirect costs aren’t as straightforward to calculate. They are assigned based on the event's resource allocation. Examples include distributing salaries, apportioning technology expenses, and allotting other shared resources.
Direct revenue
Direct revenue is easily understood and calculated. This is money made directly from hosting or participating in an event. Direct revenue includes ticket sales or registration fees, sponsorship packages, onsite product sales, hotel commissions, advertising, fundraising, and government grants.
You decide which event ROI calculation you use per event. However, keeping the same calculation each time will make comparing data across events easier and viewing the results against the original event strategy.
Choosing the right event management technology
Event management software can significantly enhance the efficiency and effectiveness of your event planning and execution. Here are some of the primary benefits:
- Streamlined processes: Automate and simplify complex tasks, saving time and reducing errors.
- Enhanced attendee experience: Provide seamless registration, check-in, and engagement options.
- Data collection and insights: Gather and analyse data to improve future events.
What to look for in event management software
1. Event registration
Simplifies the registration process for attendees and event planners. Key features include:
- Customisable registration forms
- Secure payment processing
- Automated confirmation emails
- Ticketing options and management
2. Onsite check-in and badging
This enhances the onsite experience by enabling efficient check-in processes and professional badging. Key features include:
- QR code or barcode scanning for quick check-in
- On-the-spot badge printing
- Real-time attendance tracking
- Integration with event schedules
3. Mobile event apps
Event apps provide attendees with a central hub for event information and engagement. The key features to look for in an event app include:
- Personalised agendas and schedules
- Networking tools (e.g., attendee directories, messaging)
- Interactive maps and floor plans
- Push notifications for real-time updates
4. Reporting and analytics tools
Reporting and analytics tools offer insights into event performance and attendee behavior for event strategists. The key features to look for are:
- Real-time data dashboards
- Registration and attendance reports
- Engagement metrics (e.g., session attendance, app usage)
- Financial reports (e.g., revenue, expenses)
5. Surveys and feedback
Surveys are important because they collect valuable feedback so that you can improve future events. The key features to look for are:
- Pre-event and post-event surveys
- In-session feedback options
- Customisable survey templates
- Analytics for survey responses
Integration with existing CRM/marketing tools
It’s vital that your choice of event management software integrates seamlessly with your existing CRM and marketing tools. This is crucial for a holistic view of your event's impact and overall strategy. These are the main benefits of integrating your event management software:
- Unified data: consolidate your attendee information, engagement metrics, and feedback in one place.
- Enhanced marketing efforts: use the data to create targeted campaigns and personalised communication.
- Improved sales and follow-up: It allows you to leverage attendee data for post-event sales and follow-up activities.
- Streamlined workflows: reduce manual data entry and eliminate potential errors by automating data transfer between systems.
Event marketing and promotion
Event marketing is crucial for making your event a success. Your event strategy must be tied to your event marketing activity.
Event marketing is essential for:
- Increasing awareness: You’ll need to promote your event to reach a broader audience and create the buzz that attracts attendees.
- Driving registrations: Effective marketing attracts attendees and ensures a high turnout for your event.
- Enhancing engagement: By encouraging interaction before, during, and after the event you’ll build engagement.
- Building brand loyalty: Event marketing allows you to strengthen relationships with existing customers and attract new ones.
- Measuring impact: By using marketing techniques that enable you to gather data and insights, you generate opportunities to improve your future events.
Use event marketing channels
A well-rounded event marketing strategy involves leveraging multiple channels. Here’s how to use them effectively:
Email marketing
Email marketing is a direct and personalised way to reach potential attendees, driving registrations and engagement. They enable:
- Segmentation by tailoring messages to specific audience segments based on demographics and behaviour.
- Personalisation by sharing content with recipients based on their preferences.
- Increased engagement by crafting compelling subject lines and linking to valuable content.
- Automated campaigns through setting up email sequences for reminders, updates, and follow-ups.
Email KPIs:
Set key performance indicators so you can measure the effectiveness of your main activities, such as:
- Open Rates: this is the percentage of recipients who open your emails.
- Click-Through Rates (CTR): The percentage of recipients who click on links.
- Conversion Rate: The percentage of recipients who register using the link in your emails.
- Bounce Rate: This measures the percentage of undelivered emails in your campaign.
Social media
Social media platforms are incredibly powerful for promoting events, engaging with attendees, and reaching community members. Social media is most effectively used when you take advantage of a few basic tactics like these:
Platform selection: Choose social media platforms where your audience is most active already. These may just be the most obvious ones, like LinkedIn and Instagram, but be prepared to venture further if your audience prefers to be active on other platforms, such as TikTok or Pinterest.
Content strategy: Not every potential attendee is interested in the same type of content. To keep engagement high, you’ll need to use a mix of content types.
According to Statista, during the fourth quarter of 2023, online videos recorded an audience reach of around 92.3 percent among internet users worldwide. In recent years, video has become one of the most popular online formats. Ensure you generate video, audio, and text-based content to reach as much of your audience as possible.
Hashtags: Create and promote an event-specific hashtag for visibility and to take advantage of user-generated content.
Engagement: It’s hard to drive engagement, so it’s crucial to reward any engagement by actively responding to comments and messages.
KPIs for social media:
- Engagement Rate: The number of interactions such as likes, comments, and shares.
- Reach: The number of unique users who see your content.
- Follower Growth: The increase in social media followers per platform.
- Conversion Rate: The number of registrations based on social media clicks. You should create unique URLs for your social media posts to track this accurately.
Paid digital
Paid digital advertising, such as Google Ads and social media ads, expands reach and can be used to target specific audience segments.
To increase effectiveness, use:
- Targeting: Use demographic, geographic, and behavioural targeting.
- Ad formats: Make use of display ads, search ads, and video ads.
- Retargeting: Reach out to those who have shown interest but haven't registered.
- Budget management: Efficiently allocate budget across platforms and campaigns.
KPIs of paid digital:
- Click-Through Rate (CTR): The percentage of ad viewers who click.
- Cost Per Click (CPC): The amount you paid per click.
- Conversion Rate: The percentage of ad clicks that result in registration. Use a unique URL so you can track these.
Event marketing tools
A few tools make event marketing much easier. Event marketing ideas rely largely on technology and trends. Understanding your resources helps you maximise what you can do when marketing your event.
- Mobile event apps: They increase attendee engagement, provide a central hub for networking, allow attendees to create their own agendas, and offer opportunities for sponsorship and branding.
- Event website: An event website builder allows you to create a website without coding knowledge. Your event website is the hub of information for your event. Ensure it’s branded, enticing, and provides all the information needed.
- Social media tools: Consider investing in social event planning tools that allow you to schedule posts ahead of time. Creating a calendar of posts will provide a better insight into your social media event strategy for stakeholders and make your life easier.
Virtual & hybrid event strategy
Hybrid and virtual events are key considerations in your event strategy primarily because they provide greater choice for attendees.
1. Expanded reach
Virtual and hybrid events eliminate geographical barriers, allowing you to reach a global audience. Attendees from different time zones and locations can participate, significantly expanding your potential reach.
Attendees who cannot travel due to budget, time constraints, or other reasons can join virtually, increasing participation.
2. Greater flexibility
Hybrid and virtual formats offer flexibility in unforeseen circumstances, such as travel restrictions or health concerns. You can quickly pivot between formats without canceling the event.
Content can be tailored for different formats, providing a mix of live and pre-recorded sessions that cater to varied audience preferences.
3. Cost efficiency
Virtual components can significantly reduce travel, accommodation, and venue expenses for event organisers and attendees.
Virtual platforms can easily scale to accommodate a larger audience without the incremental costs associated with physical venues.
4. Enhanced data analytics
Virtual platforms offer advanced analytics capabilities, providing insights into attendee behavior, engagement levels, and preferences. This data can be invaluable for refining future events.
Real-time feedback tools allow immediate attendee input, enabling quick adjustments and improvements during the event.
5. Increased engagement
Both hybrid and virtual events can use various interactive tools such as live polls, Q&A sessions, chat functions, and networking lounges to enhance engagement.
Attendees can access recorded sessions post-event, increasing engagement and value as they can revisit content at their convenience.
6. Sustainability
Fewer people traveling means a lower carbon footprint, aligning your events with sustainable practices and potentially appealing to environmentally conscious participants.
Digital materials and virtual booths reduce the need for physical resources, contributing to overall sustainability efforts.
7. Sponsorship opportunities
Hybrid and virtual events provide sponsors with multiple touchpoints, including digital branding, virtual booths, and targeted advertisements, thus enhancing their ROI.
Sponsors gain access to detailed engagement metrics, allowing for better measurement of their impact and more effective targeting.
Charting a path to event success
Developing a comprehensive event strategy is essential for achieving your event goals. By setting SMART objectives, precise budgeting, and using event tech, you can ensure your events are effective and impactful. Use enhanced event marketing, audience engagement, and inclusivity to enhance the attendee experience.
Incorporating hybrid and virtual events into your strategy expands your reach, offers greater flexibility, and supports sustainability. Leveraging technology and detailed analytics ensures your events stay relevant and engaging.
By continuously refining your approach based on feedback, you can align your events with organisational goals, maximise ROI, and deliver great events.
Find out more on event strategy in our Ultimate Guide to In-Person Events.
