Step 3: Define Your Event Scope

Your Event Scope is a high-level document that outlines your who, what, where, when, why, and how clearly for all parties involved in the event. 

The key is to keep it simple and straightforward. Just like the Grandparent or Neighbor Test with your messaging (we’ll get to that in Step 7), your goal is to be able to hand this to a new team member or stakeholder and, after reading it, they should be able to explain: 

1. What you’re planning
2. W
hy you’re planning it
3. For whom you’re planning it
4. Where and when it will take place
5. How you’re going to deliver it 

Here’s a simple template I use to outline my Event Scopes. 

This should include all of the logistical details like the event name, date, location, timing, venue, address, website and attendee estimate, as well as contact information for you, the project lead.  

Mission & Goals 
Here, you simply copy and paste the mission and goals you...

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Step 2: Outline Your Event Goals and KPIs

A common question I receive is “How do you measure the success of an event?” 

The answer is simple: It’s a mixture of hitting the mark on both qualitative and quantitative KPIs.

However, to know whether we hit them, we first need to define them. 

Qualitative Goals

Prior to the initial kickoff meeting for every event my team produces, we sit down with the client to outline the goals they’d like to achieve. On the qualitative side, that includes things like attendee feedback, testimonials, overheard onsite conversations and thoughts on programming, as well as the overall energy of the room. 

Quantitative KPIs

When it comes to quantitative KPIs, we are talking about elements like attendee growth or retention, sponsorship dollars, revenue targets, press hits, or overall attendee and stakeholder feedback. 

If exact targets (i.e. dollar figures or percentages of growth) had not previously been cited, this meeting is the perfect time to get...

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Step 1: Clarify Your Mission

Your mission, aka your ‘purpose’ or ‘why’, is a short statement (2-3 sentences) that describes your big-picture objective and the reason for your event’s existence. No matter whether you’re planning and delivering a virtual, hybrid or in-person format, an effective event mission statement provides a solid foundation and framework to guide your decision making throughout the entire planning process.

A mission statement should include these elements: 

1. Event name
2. Overall objective 
3. Target audience
4. Event format and features 
5. Purpose

Here is a great example:

South By Southwest dedicates itself to helping creative people achieve their goals. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. The purpose of SXSW is to create an opportunity for “creative people to develop their careers by bringing together people from...

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5 Creative Ways To Engage Event Attendees With Your Brand

event management Jun 21, 2020

One of my favorite quotes is “if you’re going to do something, do it well or don’t do it at all”. I use this as a guiding principle for every aspect of my life including when I’m creating concepts for my clients and planning for an event they are exhibiting at, sponsoring or producing. 

Whether you’re looking to build brand awareness, generate leads, connect with customers or educate prospects, engagement will be the key to your success. Here are five creative ways to encourage attendees to actively engage with your brand while onsite at your next event.

1. Design an Immersive Experience

While I’ve seen MANY wonderfully themed booths, especially at destination focused events, I cannot think of a better example of an ‘outside the box’ immersive experience than Gastro Garage’s booth at The Special Event in 2020. If you’re not familiar with them, they are a creative catering company who deconstruct classic dishes...

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Case Study: Transforming A Conference Giveaway Into An Interactive Event Feature

event management Jun 06, 2020

My absolute favorite type of event to produce is a large-scale conference. Counselor Magazine asked me about a time when I transformed a standard conference giveaway into an interactive event feature. Here’s our Q&A:

What was the event, and why did you choose to offer a live printing experience there?

DataWorks Summit was a premier event that attracted more than 4,500 attendees of business and technical audiences who wanted to learn how data transformed business and the underlying technologies that drove that change. 

Like many “developer-heavy” tech conferences, historically every attendee received an event branded t-shirt with their badge at registration. When I came on board as the Event Producer in 2017, I wanted to add a little “Mel-Factor” to this much-loved collectible so instead of following the model of years past, I turned it into an interactive experience. 

When attendees collected their badge they received a ticket that...

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5 Tips For Breaking Into The Events Industry

event management Dec 27, 2019

Planning events for a living sounds like a dream – right? Fancy menus, theming and decor, awesome entertainment, uber cool venues, A-list parties and sought-after guests lists… While it does have it’s perks, success in this fast-paced field takes more than just a love of a great party. You’ve got to have an eye for detail, an ability to handle constant deadlines and pressure, stamina to work long hours and creativity to transport guests to whatever adventure you want to take them on.  

Does the reality I’ve described above scare or excite you? If it’s the latter, I want to help you fast-track your success. Below, you’ll find my top 5 tips to break into the events industry:

Volunteer – It’s a Win-Win For Everyone

Volunteering is a great way to gain invaluable skills, knowledge, and contacts while helping others at the same time. It offers the perfect platform to experience a range of different events ...

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10 Ways To Make The Most Of Your Conference Attendance

event management Dec 27, 2019

Attending conferences and tradeshows is without a doubt one of the best ways you can stay educated, motivated and inspired throughout the year. You’ll learn about hot new industry trends, meet a ton of suppliers, make great new connections and have a whole heap of fun along the way.

If you’re new to event management or haven’t had a chance to attend many events, word of warning, the programs are jam-packed and it is completely normal to find yourself feeling totally overwhelmed. To eliminate your stress, follow these simple tips and before you know it, you’ll be conferencing like an industry pro!

Pre-build your schedule: Preparation is key! Prior to traveling to the conference, review the agenda and carefully select all of the sessions you’d like to attend. Don’t miss a beat by scheduling all of the sessions, keynotes, social functions, and anything else you plan to attend into your calendar.

It’s a date: Is there an industry guru, prospect...

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