Implementing a strategic event management program can bring significant benefits to a company. By developing a comprehensive approach to planning, executing, and evaluating events, businesses can optimize their event portfolio, leverage resources, and make their event investment work harder.
One key activity of implementing a strategic event management program is the event portfolio. By taking a comprehensive view of all events within a business, a strategic event management program can help companies identify opportunities to optimize their event portfolio. This may involve eliminating events that are not delivering the desired results, focusing on events that have the greatest impact, and identifying new event opportunities that align with overall business objectives.
Another pillar of a strategic event management program is analysis and evaluation. By tracking and analyzing data from events, companies can gain insights into attendee behaviour, event effectiveness, and return on investment. This can inform future event planning and help companies make data-driven decisions about where to invest their event resources. Setting up a sensible systems by diving deep into KPI setting, tracking and analysis takes quite a bit of experience in running event programs. Only by setting up the portfolio to measure disparate events against each other is is possible to evaluate where limited resources bring the biggest impact.
Leveraging resources is another pillar of a strategic event management program. By taking a holistic approach to event planning, companies can identify opportunities to share resources across events and integrate with other marketing activities, reduce duplication of effort, and optimize their overall event spend. This can help companies achieve greater efficiency and cost savings, while still delivering impactful and engaging events.
In all of this, a strategic event management program can help companies make their event investment work harder. By taking a strategic approach to event planning and execution, companies can ensure that their events deliver maximum value and impact. From event portfolio management and analysis and evaluation, to leveraging resources and making the event investment work harder, implementing a strategic approach to event management can help companies optimize their event spend, deliver impactful and engaging events, and achieve their overall business objectives.
