I have already talked about the event circle and the summary of my MSc research findings (mentioned in that article) is available for you to read here. Today’s post is to reiterate I consider it very important to keep the event circle going round and round. For that I have combined a list of eight basic rules to follow.
But first, to give you another idea about the topic, let’s see what the different models are showing how much attention can be paid to those three main stages of any event planning process. For instance,
What I rather suggest is going to make any event much more effective, looks like this:
So what can be done to achieve this? Here is my take on the issue:
- Make your communications with perspective attendees as personalised as possible. A well-known and long used example of such personalisation is an email starting with a person’s name
- Use opportunities provided by social media at max level – this can sound typical but just check if you really use ALL the opportunities provided.
- When studying your audience preferences and profiles, incorporate what you find out, into your event. Conferences and other business events should aim to solve issues your clients face at particular moment of time.
- Give your perspective participants the opportunity to choose – a speaker, a topic, an event concept, a place it is going to be held at etc.
- Use variety of tools (thanks event tech!) to showcase the value of your event, not to just repeatedly tell about it.
- Create learning and educational environment before and after your event. Give plenty of unique or provocative material to discuss – this way your perspective attendee will be intrigued to what further expect from the event itself? Be the link between various stakeholders: assist in finding the right contacts and forming the groups with same interests before and after.
- The importance of an after event stage can not be overestimated. The worst case scenario is when there is no proper communication going after the event finishes. The stage should be planned in advance, in fact. Thanks event management platforms and the like, it is now much easier to deal with this. But again, make sure you keep communications going like the event has not ended. On a psychological level, exactly after the event your audience is in the right mood to further share the information about it, so just use it. Create the buzz and anticipation of the next event feeling with the help of your best advocates – your attendees.
- Remember about the circle “before-during-after”. Your event is most likely held on a regular basis. This means keeping permanent contact with your audience. This means you should be a beacon for your clients, a beacon in the sea of similar events. This way, when you light it (=your next event is set up), your audience will definitely go towards it 🙂