Event strategy: the start of a successful event

Events are increasingly being seen as a powerful marketing tool. In many companies, about 24 percent of the total b2b marketing budget goes to events. Yet, a well-thought-out event strategy is still often lacking. A waste! If you want to get the most out of your event, it is vital to invest in a good event strategy. These are the 7 things that should not be missing from your event strategy.

1. Objectives

The first and most important step in defining your strategy is knowing why you are organizing the event. Events can be used for a variety of reasons: brand awareness, knowledge transfer, relationship management, or to generate more revenue, for example. Whatever your objectives, it is important to formulate them clearly. And if you really want to do it right, make them SMART (Specific. Measurable. Achievable. Realistic. Time-bound)

2. KPIs

KPI stands for Key Performance Indicator and is a flexible measurement tool that helps you determine whether you have achieved your objectives. By establishing your KPIs, you define the critical success factors of your event. Registration numbers, number of generated leads, visitor satisfaction, engagement on social media, and number of sponsor deals can be interesting KPIs.

3. Budget and estimation

As soon as the outlines of your event are clear, the time has come to establish the budget. A realistic budget prevents unpleasant surprises in the run-up to or after your event. It also gives timely insight into what budget is needed and whether you need to tap into new potential sources of income such as sponsors, partnerships, or subsidies.

4. Planning

When does what need to be arranged? A detailed scenario is necessary for a good overview. Although it rarely happens that everything goes according to plan. By also thinking of a plan B, C, and D in broad lines, you can be flexible and switch quickly in the run-up to your event.

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5. Branding

To be able to create a true experience with your event, the most important question you need to ask yourself is: What do I want to project with my event and with what feeling should visitors walk around the event? Everything must then be in line with your Event Brand. From your mailings and your website to the decoration and catering at the event itself.

6. Promotional materials

It rarely happens that your event sells itself. So what will be your approach and what means will you use to promote your event among the target group? With your promotional tools, you set the tone and create expectations. Leave nothing to chance, so discuss with partners how they will promote your event and don't forget to create a hashtag beforehand.

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7. ROI

ROI stands for Return On Investment, the indicator that tells you afterwards whether your investment was worth it. With increasingly smarter technologies, almost everything is measurable. Therefore, think carefully beforehand about how you can make the success of your event visible. This way, you can collect the right data quickly and efficiently.

Still looking for a suitable location in Amsterdam for your event? Then consider Theater Amsterdam. Want to know more? Feel free to contact us.