The Best and Worst Ways to Designing Your Event Strategy

In this insightful session, Julius Solaris, a veteran in the events industry, shares his expertise in designing effective event strategies. With over 20 years in the field, Julius provides invaluable tips on how to make your events successful, from leveraging data to understanding attendee motivations. Whether you're planning a small workshop or a large conference, this webinar is packed with practical advice to elevate your event planning game.

The Best and Worst Ways to Design Your Event Strategy

Introduction: Mark Kilens introduces Julius Solaris, highlighting his extensive background and expertise in the events industry. Julius shares his journey from media to consulting and his experience working with various event tech companies.

Understanding the Value of Events: Julius emphasizes the importance of events in today's business landscape. He discusses the unique value of in-person events, such as creating meaningful connections and providing authentic human experiences that cannot be replicated online.

Key Factors in Event Strategy:

1. Leveraging AI and Data:

   • AI and data are transforming event planning. Julius explains how data can enhance event experiences and outcomes. He highlights the importance of owning your event data to drive better marketing strategies and customer engagement.

2. Building a Strong Community:

   • Events are not just about content but also about building a community. Julius discusses how a sense of belonging and community can powerfully drive event attendance and engagement.

3. Content Strategy:

   • The shift towards more interactive and engaging content is crucial. Julius advises against focusing solely on keynote speakers and instead recommends workshops and collaborative sessions to enhance attendee engagement.

Seven Ps of Event Strategy: Julius introduces the Seven Ps framework for planning events:

1. Purpose: Clearly define the objective of your event.
2. People: Identify and understand your target audience.
3. Place: Choose a suitable venue that aligns with your event's purpose.
4. Public: Determine how you will attract and engage your audience.
5. Promotion: Develop a comprehensive marketing plan to promote your event.
6. Performers: Select speakers and facilitators who can deliver value to your attendees.
7. Partners: Collaborate with other companies to enhance your event.

Motivations for Event Attendance: Julius breaks down the primary reasons why people attend events and how to cater to these motivations:

1. Belonging: Attendees seek community and connection.
2. Individual Gain: Personal advancement and self-promotion.
3. Emotional Engagement: Unique experiences and enjoyable activities.
4. Transactional Benefits: Business deals and professional networking.
5. Educational Value: Learning opportunities and certifications.

Event Registration Levers: To boost event registrations, Julius outlines several strategies:

• Promote a sense of community and belonging.
• Highlight personal and professional benefits.
• Create engaging and enjoyable experiences.
• Emphasize business and networking opportunities.
• Offer educational content and certifications.

Effective Use of Event Content: Julius stresses the importance of capturing and utilizing event content. He provides a framework for repurposing content from events, such as creating blog posts, social media snippets, and video highlights.

Case Studies and Examples: Julius shares examples of successful event strategies from major companies:

• Awareness: Large-scale events like Dreamforce and Adobe Summit.
• Consideration: Workshops and symposiums that drive deeper engagement.
• Decision: VIP dinners and exclusive networking events.
• Retention: User group meetings and feedback sessions.

Conclusion: Julius wraps up by emphasizing the importance of a well-thought-out event strategy. He encourages attendees to create meaningful connections, leverage data, and continuously improve their event planning processes.

FAQs:

1. What are the Seven Ps of event strategy? The Seven Ps are Purpose, People, Place, Public, Promotion, Performers, and Partners. These elements help in planning and executing successful events.

2. How can I use data to improve my event strategy? Leveraging data helps in understanding attendee behavior, preferences, and engagement levels. This can inform better decision-making and personalized marketing strategies.

3. What motivates people to attend events? People attend events for various reasons, including a sense of belonging, personal and professional gain, unique experiences, business opportunities, and educational value.

4. How can I boost event registrations? Highlight the community aspect, personal benefits, enjoyable experiences, networking opportunities, and educational content.

5. How can I effectively use event content? Capture and repurpose event content for blogs, social media, videos, and more. This will extend the reach of your event and keep the audience engaged post-event.

External Links:

1. Julius Solaris on LinkedIn
2. Julius Site

By applying Julius Solaris's insights and strategies, you can design impactful events that resonate with your audience and achieve your business goals.