Events: Think About the “Why”

To build a strategy around an event that your team or organization wants to produce, make like a two year old and keep asking “Why?” Goals and strategies are going to be very different based on how you answer the “Why are we doing it?” and “Why is it important?” questions.

Take the following different types of events below:

We want to have an event to thank our current customers

      • Why are we doing it? (Possible answer: To make our customers feel appreciated)
      • Why is it important?  (Possible answer: Customer retention – It’s more cost effective to build on a current customer than to acquire a new one)

We want to have a networking event to give our sales team an opportunity to interact with potential/current customers

      • Why are we doing it?  (Possible answer: To build relationships)
      • Why is it important? (Possible answer: People buy from people they know/trust)

We want to have an event to offer education for our members/industry/sales team

      • Why are we doing it? (Possible answers: Grow membership/Build brand as a thought leader/Educate your team)
      • Why is it important? (Possible answers: We need new ideas that new members bring/We want our target audience to think of us as industry leaders/Our sales and customer service staff are the link between us and the client/potential client)

We want an event that helps us build revenue

      • Why are we doing it? (Possible answer: Our event needs to be a revenue stream)

Why is it important? (Possible answer: We want to implement more programs/grow the business)

Again, you just want to be sure you ask the question “Why are we doing this?” However, do not stop there; be sure to follow up with “Why is it important?” If you can answer both of these questions, you’ll be on your way to setting solid and measureable goals so that you can put a strategic action plan in place for your events.


Does your team ask the “Why” questions when planning events?

About Susan Brauer

Susan Brauer, CME and president at Brauer Consulting Group, has more than 20 years experience in the trade show and events industry. Her experience in setting strategic, quantifiable objectives, promoting and strengthening key corporate messages and demonstrating ROI has led her to also become a sought-out speaker at national trade show events and conferences. Susan’s areas of expertise include strategic goal-setting, event measurement programs, booth staff training and hands-on, interactive workshops.

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