Purpose driven events

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Just a few quick thoughts for those in the event management business. This is a preliminary step before we dive into launch details. People often ask me what I mean when I ask them to plan “purposeful events”. This may seem like basic 101 level stuff for most of you, but I just wanted to get it out before we head towards posts on detailed launch planning.

For every event - whether public or private - whether a baby shower or the Oscars, make sure you have enough time for precise planning. Bigger events, like conferences or launches can take up to a year’s worth of planning; whereas smaller private parties can take just a few months. Make sure you get started way ahead to make the most out of your event.

Importance of purpose-driven events:

Deciding the purpose of an event is as important as finding faith. Without it the event can be synonymous to wandering in forests without direction. The purpose of the event has to benefit everyone involved: your clients (or the “owners” of the event), your corporate sponsors and your audiences. Your purpose should ideally outline the goals and objectives of the event for each of the stakeholders. As an example, the purpose of a fundraiser could be: raising funds for clients, increasing brand awareness for the sponsors, an opportunity to connect with interesting people for your audiences, a chance to get creative for your management team.

Do your homework:

If you get this part right, you will be able to make good decisions hereon for the right venue, the right date, the right launch strategies and the right promotions. Make sure the purpose for the event is understood properly so that the time and expenses needed to properly stage, publicize and evaluate the event are justified and accepted. Do you want to reach out to new users? thank your supporters? Raise funds? Create awareness? Have fun?

Make it measurable:

Develop ways to evaluate the event’s success. Measurable event objectives may include attendance, the amount of money raised, etc.

At the end of the event you should be able to answer these questions:

1- Were the goals and objectives met? Why or why not?

2- What were the things that worked and what didn’t.

3- Which of the vendors and entertainment options should be used again?

4- Was the event well attended? Did you manage to get the targeted audiences to attend?

5- Was informal and formal feedback about the event positive?

The answers to these questions should become the corner stone of your next events launch strategy.

Turn your events into a revolving door

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To keep up with today’s pace - businesses are like revolving doors for launches. You’ll notice how they’ll go through an extensive hype building pre-launch campaign, and then finally launch; only leading to another relaunch or special mini-launches. The interesting thing is that this process actually works!! I have been studying event marketing tricks for a good time, and have found this cyclical launch technique fabulous for business.

If event marketing and launching is dominated by ‘a survival for the fittest mindset’ - then this technique is truly going to benefit you a lot. I call it the ‘revolving door technique’ because; just like revolving doors go round and round, marketers can keep launching and relaunching events. It would be noteworthy to mention that this technique is also backed up by some of the most influential thought leaders in internet marketing.

So, if you have been reading my posts recently, you would know how to continually keep building your community through lists. You’ll also know that just having lists is good for nothing until you have strong relationships with them. All of this sounds like very basic stuff, and it is just that. But even basic things need to be handled with tact and intelligence.

A typical event goes through a standard hype cycle, where the launch is usually at the peak of the hype curve. Slowly, after the event, the hype wanes and fades away with time and only becomes a fragment of people’s memories. What we recommend to our clients is to always keep ahead of the game. Always be on your audience’s or client’s minds. Always have something exciting going on. Lets suppose you launched a product by building lots of hype online to get the targeted audience excited. You would want to keep that excitement and loyalty to that product intact for a good time to come. So, you can simply launch discount campaigns, competitions, product variations, seasonal offerings on the “same” product without having to invest anything extra in product development. If your product is an event, you would want to make it into a recurring event with something new to offer every time.

Treat your events like revolving doors, don’t just stop there.