Event strategy is my love language!

As the world wakes up on Valentine’s day morning, I wanted to get real about one of my ‘event loves;’ event strategy.  Love gurus say knowing your ‘love language,’ of which there are 5, can be the most important thing in your relationship.  And I say knowing your event strategy can be the most important thing as an event planner.

Event strategy is more than just a fleeting fling; it’s something we as planners should have weaved into the event planning process from conception to completion.  Put simply, an event strategy drives your end-to-end process from the why into the how and when; I like to think of it as a cohesive, tangible roadmap to follow to understand how every single step of the planning process - often hundreds of moveable parts or baby steps - are moving you closer to your overall event goals and KPIs (Key Performance Indicators,) which may also feed in to a larger corporate strategy.

You know when you have something that just lights you up at work, gives you a why, and you’ll bring up in every conversation given the chance? (and even when you’re not given a chance!) Event strategy is my thing. 

I work in the corporate side of events; as Deputy Head of Global Events for an International B2B Publisher.  It is vital we keep strategy at the core of everything we plan and deliver, to ensure we’re moving forward, hitting objectives , producing strategic programming that weaves into other content streams and events which provide opportunities to deliver our commercial goals throughout the business.

Knowing your WHY when it comes to planning an event is arguably the most important starting point with a wider event strategy, it then becomes the ‘north star’ which guides you throughout the end-to-end management process - keeping you on track if life should throw a curveball, or there’s a distraction.

This is as, if not more, important with virtual events as it is with live events; we as an industry are no longer simply pivoting any more but moving and striving forward with purpose and we cannot do this at any level without a clear strategy.

So let’s dive right into those 5 love languages and how we can reframe them in an event strategy context!

1. Words of affirmation

These are verbal expressions of care and affection.  Right now, we as an industry are showing more signs of collaboration and community than ever before.  I’d like to take this love language a little wider than just the immediate context or role you’re in, and encourage you to SHOW the events world, your team, your stakeholders, your partners and suppliers that you care.  This can be as simple as a quick email to thank a supplier for quoting quickly or reaching out to check in with your remote team.  Events are all about people, and right now we need each other.  Our delegates need us too, so never underestimate the power of showing you care!

2. Gifts

How can you weave the notion of giving, whether tangible or intangible into your event strategy? Firstly, there’s the opportunity to bring actual gifts or giveaways into the event; with engagement boxes shipped globally to level up a digital conference experience (Make Events Ltd are leading the way on this! Check them out here)  Don’t forget the everyday gestures, too - which can help drive you closer to your overall strategic goals - the small steps are important too.

3. Acts of service

Acts of service are helpful and kind things you can do for your partner… or in this case, event attendees? How can you go the extra mile to deliver an incredible experience for them? This could be as simple as ensuring you’ve extra ‘customer service’ staff on the ground so that no question is unanswered, but ultimately ensuring that everyone involved in your event feels supported by you - and that you’re there for them, through every part of the event journey.  Look at how your event delivers on an ‘acts of service’ level through a wide lens; are you making it simple for them to sign up with the information they need? How are they greeted when they arrive (in person or virtually!) Do they know where to go when they are stuck? SHOW UP FOR YOUR EVENT COMMUNITY!

4. Quality time

Time is on your side when you strategise.  Look at how you are using the notion of ‘quality time’ to deliver a strategic event every step of the way.  And yep, that includes breaks! Virtual events need breaks too!  It’s become clear that event formats have been flipped turned upside down (Fresh Prince of Bel-Air Lyrics - you’re welcome) so use your strategy to CHALLENGE THEM! (Can you tell I’m getting passionate now - the number of ALL CAPS statements increases dramatically through the course of this article) 

But seriously - challenge the formats you’re used to. Mix up the programming. Try a mini keynote instead of a saga.  In 2020 the awesome EventMB Team created the ‘bullet point’ session in their virtual events - which I have enjoyed SO much as both a speaker and an attendee (shout out to Julius Solaris for strategising such a brilliant format!)

5. Physical touch

Well, guys - we’re in a pandemic here.  And I’m not sure the act of physical touch is as relevant for corporate events…..! But. Theoretically touching your delegates through your event helps them appreciate you, understand you and support your organisation.  Make sure they feel valued and walk away feeling more inspired, educated or entertained than they did when they arrived.

So I hope this article has you feeling the LOVE for event strategy as much as I do.  Never underestimate the power of a strong event strategy in your event planning, know your why, make sure others know your why too, and speak the strategic event love language.