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Helpful answers from the Attendease team
September 25, 2018
Having a clear event plan will help you not only draw the path to event success, but will also give you the information and metrics you need to track in order to demonstrate your event ROI. From defining the event’s objectives, to ticket pricing strategies, audience personas, and marketing tactics, our event planning template covers everything you need to know to run a successful event. Keep reading to learn more about each section of your plan and examples you should consider when planning your event.
This is a brief outline of the fundamental elements of your event. It’s important to consider the following strategic goals of the event first though – so you will probably find yourself writing this section last!
Each event will have different purpose and objectives. It’s important that you know from the start what you want to accomplish and how you will measure it. Some things you may want to measure can include number of registrations, brand perception, new members, and more.
You might want to include milestones in your event plan. For example, you can plan how many tickets you would like to have sold by a certain date. This will be especially helpful to help plan your marketing strategies based on these milestones.
KPIs (Key Performance Indicators):
KPIs are metrics that you will measure that are related to the success of your event.
Examples: Number of registrations, Visits to website, Revenue, Net Promoter Score.
Who will be attending your event? The more you understand your target audience, the better you can market to them. This information will support your entire marketing strategy, including the selection of channels you will use to communicate with your audience, and the messages you will send. You can think in terms of demographics, psychographics, geographic, and behavioural.
Geographic: Select audience based on geographic location (city, neighborhood, etc.)
Demographics: Audience characteristics that may include age, gender, race, ethnicity, education, income, occupation, etc.
Psychographic: Segments the market on principles such as lifestyle, values, social class, and personality.
Behavioural: Segments audience based on usage, loyalties, awareness, occasions, knowledge, liking, and purchase patterns.
Our target audience comprises of mid-management professionals in the tech industry, who work in roles such as AI architects, development, and analytics. 70% of the audience are male, between 30-45 years old. We are targeting professionals located in North America who are willing to travel for great learning experiences. They are decision makers in their roles who are engaged in testing and approving new tools and software for their teams. They are tech savvy, and spend over 12 hours per day connected to the internet. They use social media channels, in special LinkedIn, Facebook, and Reddit.
What makes your event special? Make a list of unique value propositions together with your team and list all the benefits of participating in your event. This content can be used on your website, email and social media communication, advertising banners, and more. Pinpointing what makes your event will help you to stand out from the crowd, and help you target your sales efforts successfully.The time you spend here will really pay off as you are developing the communication pieces to promote your event across all channels.
It’s important that you know from the start what is your total budget and how you will spend it across different categories, including expenses related to website development, print material, advertising, catering, venue, decor, etc. Create a spreadsheet to keep track of the budget available, quoted costs, and actual costs.
If you are running a paid event, list the cost for the tickets, as well as special offers and dates related to the offers, including early-bird pricing, promo codes, and pricing tiers for different segments.
In this section you will select the chosen marketing channels to promote your event, including a breakdown with goals, KPIs, and tactics. This can be as simple as a bullet point list. Here are some examples:
Online Advertising Goals:
Email Marketing Goals:
Social Media Goals:
Social Media Content ideas:
During the Event
Strategies & Tactics:
Build a calendar with the dates set to accomplish each task, including developing a website and sharing social media messages or sending emails. While building your marketing calendar, consider some key dates that might guide your content creation, such as:
When planning events, there are so many unique aspects to take into consideration. Having it all written down from start will help you and your team to work together towards a common goal, while being able to track all your efforts and the results achieved. Looking for more insights on specific areas covered in this article? We invite you to download the additional resources provided by linking the banner images throughout the article. Need more help? Drop us a message below!
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