At NRG Digital we are often asked what components are essential for a successful event. Of course, there is no “one size fits all” solution as events vary, objectives differ, and crucially what one client measures success by, is not the same as another.
However, this question got us thinking about what a successful event looks like. So our team put their heads together to uncover the key stages of a successful event and the various components that might contribute to this.
Communication is key
Striping away the tangible elements of an event, the overriding consideration for us is the client relationship. The ability to deliver a successful event relies entirely on understanding exactly what the client wants to achieve. Of course this can be multi-layered, from inspiring delegates; driving sales; collating data; motivating a workforce; selling a proposition? The list goes on. But ultimately it is about ROI and the key objectives for staging the event.
So the first question that needs to be asked when planning an event is “how will you measure its success?”
It’s all in the detail
From venue choice and branding to catering and name badges, every detail needs to be aligned with your core objectives. Little details all contribute to the big picture; and these are not just cosmetic or customer focussed components, many technologies can be utilised to help deliver ROI too.
Increasingly, the events industry has embraced innovative technologies, and clients are just as keen to wow their audiences with something new. However, throwing in technology at an event and hoping it sticks, will not necessarily deliver ROI. Instead, the choice of technologies used must be informed by the overall objectives for the event.
Anatomy of events
I think, in this ever-evolving, multi-platform world, that agencies and businesses need to give more back to the client and consumer, and that is why we measure our success on our client relationships. For the event organiser adding value and giving back can go hand in hand with achieving your event objectives, and here innovative technologies can deliver on both levels.
Any comments? Email Zoe Vernor