Event Strategy

It involves a deep dive into:

• Audience Analysis: A thorough understanding of your target audience is foundational. You’ll want to look at any previous data collected from feedback surveys, map out attendee demographics, and identify their preferences. Are they professionals in a certain field? Are they part of a specific age group or demographic? Defining who your audience is and what they value helps you build an event that resonates with them and drives engagement. For example, a tech company may discover that their audience prefers immersive, hands-on experiences rather than traditional presentations.
• Company Culture: Company culture plays a pivotal role in shaping the type of events a business organizes, as it reflects the values, priorities, and overall vibe the organization wishes to convey. A company’s culture influences not only the event’s purpose but also its style, tone, and content, ensuring it resonates with both employees and external attendees.For instance, a culture that emphasizes innovation and creativity might prioritize interactive, experiential events, such as hackathons, innovation workshops, or interactive product demos that encourage collaboration and out-of-the-box thinking. Conversely, a company with a strong focus on tradition and formality might opt for more structured events, like industry conferences, panel discussions, or formal galas, which underscore professionalism and industry expertise.

  The inclusivity and openness of the company’s culture can also shape the event format. Companies that value transparency and open communication might plan events that emphasize employee involvement, such as town halls, Q&A sessions, or collaborative workshops. If a company has a strong commitment to community or sustainability, it might host volunteer events or eco-friendly gatherings that allow participants to engage in meaningful, purpose-driven activities.

  Ultimately, aligning event style and structure with company culture ensures authenticity. It enables businesses to host events that feel organic, appeal to the team’s values, and effectively engage participants by reflecting the company’s unique identity and purpose.

• Event Purpose and Goal Setting: The most important part of the discovery phase is truly understanding the “why” of the organization’s event. This goes beyond ensuring that attendees have a great experience, but also ensures leadership and stakeholders and provided with metrics that matter to them. Metrics may be developed around attendance, engagement, education and sustainability just to name a few.