Events as part of the marketing communications mix has a similar issue, “we know events work but we do not know why and how this success should be measured.” All too often minimal attention, if any, is paid to the analysis of an event once it has been completed. A few letters of thanks and some good back slapping are usually enough to agree that a similar event should be run next year or next month in the hope that everyone will have a “jolly good time” again. If we ran businesses in the same way it would be disastrous. “If you can’t measure it you can’t manage it” is a widely used phrase because it is true. Events form a significant part of any organisations budget and this must be measured and analysed. Events are about human interaction, behaviour and response and short of laboratory testing will be virtually impossible to provide accurate reactions to any event. By looking at various sets of circumstances surrounding any event it is possible to put in place a set of criteria by which analysis can take place that then allow a sensible development and progression that leads towards a more effective programme of events.

Firstly we need a clear strategy emanating from the very top. Once we have a clear idea of the plan we develop a much better understanding of what is going to be of interest to the audience that fits in with this plan. Clearly just about anything you chose will have some interest but it needs to be positioned correctly fitting demographic, geographic and chorographic requirements!!

Second it needs to be seen to represent the brand and everything that your business stands for. It needs to tie in with strategic, business objectives and marketing objectives. Events can do a lot of damage as well as a lot of good and guarding against the pitfalls is incredibly important.

Third we need to set out a plan that is manageable, financially viable and deliverable and properly analyse.

Fourth, we need to ensure that the plan is constantly developed and revised.

It sounds simple but events are extremely complex and often difficult to analyse. By creating new rules, new criteria we are able to approach events in entirely new ways. We have carried out this type of consultancy in the recent past and would be delighted to discuss this on a "no obligation" basis.