When planning an event, everything flows from knowing your audience, also known as your buyer personas. With a detailed understanding of what they do for a living, what they do for fun, where they hang out online and in real life, the types of resources they possess and what types of special needs they might have, your in-depth knowledge of your buyer personas will drive all aspects of your event, from ideation to execution. Understanding your buyer personas, you’ll be able to craft a targeted marketing campaign, define content that will be relevant to them, and produce an event that speaks directly to their interests and preferences.

Corporate event planners tasked with managing robust, multi-event portfolios have to take a different approach to event management than those with only a few events to plan. To avoid gaps and overlaps in meeting corporate objectives and optimize every single event on the schedule, planners have to view the event landscape holistically, taking a number of steps to maximize outcomes and return on investment.

Companies that organize events do so because they’ve discovered that face-to-face events enable a subset of opportunities better than any other marketing or sales channels. When those opportunities are valued by the organization, it makes sense strategically to organize as many events as possible. Understanding those specific opportunities helps event marketers devise a strategy to manage more events better.  

Of all the marketing channels available to corporations—email, search engine, persona-based, social media, content, website, mobile, influencer, account-based, inbound, and others—the least natural fit within existing corporate infrastructure has traditionally been event marketing. It has been the “odd man out” for a number of reasons. Fortunately, those reasons are beginning to dwindle.

OK, so you’ve set up your event registration website, you’ve launched your event marketing campaign, and you’ve done a great job promoting your event on social media. Your event pricing is good - people are signing up! But there are a number of people who have left incomplete registration forms on your event portal and then dropped out.

Running a successful event isn’t just about impressing your client or boss, it’s about adding to your event management portfolio so you can drive more business and boost your bottom line. Not only do you want your event to look good, you want to be seen as a leader in your industry. By using an effective process that can be duplicated, you can boost your event portfolio with fewer errors, increase your brand consistency, and avoid burning out. Here’s how: