​MASTERMINDS 'N' EVENTS 819: EVENT STRATEGY

This month's #MnE819 topic is about the importance of event strategy and creating an effective strategy for your events - before diving into execution. Every Friday, we feature two resources from industry experts adding up to 8 each month and a total of 19 take-aways. Stay tuned on our social media for #MnE819 updates: Facebook, Instagram, LinkedIn, Youtube, Pinterest. 

Let’s dive into our 8 resources and 19 takeaways...

OVERVIEW
1. There are six foundations to develop an effective event cycle. Strategy is the foundation number one.
2. Establishing a strong event strategy is critical to optimize event results - beyond the logistics. 
3. Save money, time and resources by defining your event strategy before executing the other 6 foundations.
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I. METHODS 'N' EDUCATION
9 Steps Before Executing an Event Campaign

4. Map out the before, during, and after event customer journey and be able to visualize what it looks like for your customer. Be clear who your customer is.
5. Creating specific event goals is step 5 because doing steps 1-4 will provide the context and determine goals that reach your objectives.

II. Weekly Featured Resource
Event marketing timeline Event Marketing Strategy: Timeline, Template and Tactics
Eventbrite | Katie Sawyer | NOV 25, 2019

6. An event marketing cycle is intended to follow the 6 foundations to optimize event results: Strategy, Logistics, Outreach, Nurturing, Sales, Metrics 
7. Create relevant event timelines and expectations based on different participants of the event. Provide communication to staffing, ticket holders, exhibitors/sponsors, and speakers.  

III. MASTERMINDS 'N' EVENTS
LinkedIn Interview with Brynne Tillman

8. Just because in-person events are on pause - doesn’t mean the connections have to be. LinkedIn is an effective platform to still make intentional connections with attendees and exhibitors. 
9. Know who you’re talking to beyond their first name. Ask to continue the conversation, and be mindful who and when “to pitch” or “not to pitch”.

IV. Weekly Featured Resource
How to Reinvent Your Event Strategy and Make it Work
Eventtia | Victoria 

​10. There’s a difference between logistical event planning and event marketing execution. 
11. Understand and deliver expectations of all participants - not just ticket holders: attendees, speakers, sponsors & exhibitors.

V. MINDSET 'N' ENTREPRENEURSHIP
What a hybrid event model of in-person and virtual looks like

12. Event exhibitors and sponsors may have reallocated event & travel budgets, however organizers can still be the solution to their marketing objects through virtual & hybrid campaigns.
13. Tactics and platforms have shifted, yet objectives remain the same - to connect and impact a mutual audience. 

VI. Weekly Featured Resource
Event Strategy: The 2020 Guide 
Bizzabo | Bizzabo Blog Staff 

14. What are your 6 W’s of participating in the event? What are your business goals and how will this event help you reach those goals?
15. Events have been around since before marketing was a term - an original form to deliver a message to a group of people. They have evolved with technology and transportation - let’s embrace the opportunities and cherish the human to human connections. 

VII. METRICS 'N' EVENT TOOLS/APPS/CHECKLISTS
Creating Specific Goals and Examples Using the 7 Objectives of Events that Measure ROI

16. Create specific goals based on the 7 Cs to ROI: Cashflow, Community Connection, Campaigns & Create Buzz, Customer Experience & Journey, Criteria of Contributors & Supporters, Credibility - Build Reputation, and Conversion from outreach to sales.
17. Refer to these goals when creating a logistical task lisk for your event marketing plan.

VIII. Weekly Featured Resource
Getting Virtual: Why Your Strategy Should Include Hybrid Events
Opus Agency
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18. Adding hybrid components to your event strategy expands your reach that provides flexibility and engagement of your audience.
19. A handshake at an event doesn’t have to be the first impression in a virtual and hybrid world. Optimize event results by combining digital tactics with personal touch points before, during and after an event. 

Do you have resources we can share or feature on #MnE819? Let us know in the comments, or email michelle@marketingNevents.com.