Answer The Important Questions Before Your Event
Planning an event for your business organization is a hugely exciting enterprise. This undertaking can help you achieve goals such as:
- Increasing customer loyalty.
- Introducing new products in the market.
- Market research.
- Raise funds and so on.
Of course, planning such an event requires the right investments of time, energy, thoughts, strategies and ‘homework’ too. One of the ways in which you can think right and do right when it comes to event planning is to start with answering a few basic questions. It is easier to pull off a successful event when you have your framework thinking mode in place and here is what goes into this framework.
Why are you conducting the event? What are your goals for the event? Ideally, make the answer extremely focused and relevant. For instance, “I am conducting the event to make people aware of my product” is a more actionable goal than “I am conducting the event to reach customers”. Of course, your goals are best defined by your thought processes alone.
Some of the reasons why you could be conducting an event of a particular kind are:
- To showcase your expertise in a particular subject.
- Raise funds for a social cause of charitable organization.
- Create awareness of your business and products and services.
- Improve your relationships with your customers or vendors and others in your business ecosystem and so on.
The articulation of your goals will be the driving force behind every task associated with your event planning.
There is quite a large range of choice when it comes to the type of event you can be conducting. Some of the options are:
- Networking event.
- A tasting event.
- Giving people a chance to look into your business.
- Educational event.
- Making a presentation and so on.
Your next step should be to define the kind of event you want to organize in order to meet your goals. For instance, showcasing your expertise in one area can perhaps be done with an event that brings together a talk from you which is made interesting with presentations and demonstrations too.
Of course, you can also decide on the kind of event depending on your target audience. For instance, if your product is aimed at school going children then you could think of an outdoor event that has a carnival-like air to it and invite children and parents to it. This brings you to the next aspect to consider – the audience.
When you take a decision to conduct an event, the chances are pretty high that you have a very specific target group in mind. If you do not have this target group, then you should sit down and think about the same. It will define everything that you do to make your event a resounding success.
Where is your target audience – are they existing customers or potential customers? Is it a specific age group that you want to attract to your brand? Or is it people in your business ecosystem – investors, vendors etc.? Do you want to segment your audience according to age, gender, location or any other demographic detail?
It is good to think about this simply because your product may be best served when it is pitched or presented to a specific group of people. Once you have this idea in mind, you can design and structure your event accordingly.
You have to plan your event in a great location. This need not necessarily be a prestigious location but you have to ensure that the venue is:
- Accessible by the target audience coming in for the event.
- Easily findable – in any case give detailed directions to the people when you invite them.
- Large enough to hold all the people who are turning up for the event.
- Fitted with all the facilities and amenities you need for the event.
In fact, industry experts also state that you could hold a kind of survey before you decide on the venue. This survey can have details of possible venues and request people to indicate which one they would prefer or rank venues according to preference. You can then go with the majority vote. Of course, do remember to book the venue well in advance so you do not lose out on the same.
The date and time
Paying attention to the date and time is critical too. For instance, having an event on the weekend may mean more people being free to attend the same. But if you choose to have it early in the morning then you may find attendance thinning out! This is a fairly important point because a lot of people may express their inability to attend the event because it is slotted for an inconvenient time or date. It may be a smaller detail in comparison to the other points, but do pay attention to this as well.