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Predecessors to Event Marketing: Concept and Strategy

Every event starts with a good idea. And it’s what you do with that idea that will determine whether or not your event is a success.

So once you have that idea, how do you know the right steps to take? Planning an event is complicated on its own without the added pressure to create something that is impactful, profitable, and exceeds expectations.

For a lot of event hosts, it can be challenging to take an idea and bring it to fruition.

In this post, we are going to walk you through the first steps of planning an event: concept and strategy.

An Idea is Born

Once you have an idea in place, it’s time to come up with a concept.

When conceptualizing your idea for an event, it’s important to think about the big picture and how your event will connect with your audience.

You also need to be aware of the people and organizations that will be involved throughout the process and at the event itself. It’s important to understand their needs, expectations, and interests.

The greatest experiences involve some type of emotional connection. That connection can help to elevate your brand, build loyalty, and create a strong community.

Start by asking yourself a few questions:

Who is the event for?

It’s important to know your audience. Not all concepts work for all groups. Make sure your idea is something that will resonate with them and reflect their own interests and goals. Create an event that will present an opportunity they can’t pass up.

Who are the major players?

Think about who will be involved in the event from start to finish. This could include speakers, special guests, vendors, sponsors, and members of your team.

When will the event take place?

Consider the day(s) of the week, the time of year, and how well it suits your audience’s needs. If your event is in person, think about if you will be hosting the event indoors or outdoors and how the weather may affect it. Most importantly, make sure your selected date allows enough time for research and planning.

Where will the event be taking place?

Think about a space that will accommodate your guests. You want it to be accessible and comfortable, but also within your budget. Will the space work for your overall concept?

What is the theme of the event?

Are you organizing a workshop, a team-building event, a conference, or a gala? Think about how you want the event to feel. What type of experience do you want to create?

Brainstorming is a huge part of your strategic event development and needs to be included in your overall timeline. You also want to think about other elements such as decor, color palette, signage, installations, setup, vendors, and speakers to help you create a clear concept.

From there, you can then organize those thoughts and ideas to be shared with others on your team.

Once you have a clear understanding of your idea, it’s time to begin developing a strategy to take you where you want to go.

Developing a Strategy

Determining the right strategy for your idea is not always easy. Even if you have unlimited resources.

For the best result, you want to start as early as possible. Begin by outlining the goals and objectives for your event. The questions below will help you begin to develop your strategy.

  • Do I want to generate new leads?

  • Do I want to make new connections?

  • Do I want to grow revenue?

  • Do I want to focus on brand recognition?

  • Do I want to share knowledge?

  • Do I want to educate or inspire?

  • Do I want to focus on my employees/ clients?

Next, you want to have a clear understanding of your resources. Your resources include all of the things you will need to accomplish your goals.

That includes your budget, your staff, technology, the time you can devote to planning, and what tools you have in place to organize your event from start to finish - whether the event is in person or online.

Know that you need to create and set deadlines to have a clear way to gauge and measure your success. If you’ve hosted events in the past, this could help you to better see the overall picture and understand how to ensure your event serves the original purpose you intend.

Creating the perfect event concept and strategy takes time and, oftentimes, trial and error. Having a clearly outlined strategy will help you meet your goals and objectives and ensure that everything is ready when it comes time to start promotions.

As a leader in event concepts and strategy as well as event planning, we understand how to create an experience that truly resonates with people.

You can feel confident knowing that you’ve handed over the task to a team that understands everything involved.

We’d love to schedule a clarity consultation call with you to help you brainstorm get your ideas out of your head and onto paper, and set you up for success from the very beginning!

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