Developing a ‘hook’ and ‘story’ for your next event.

Organising an event is a difficult beast but don’t trip up before you start without clearly considering the value proposition of your event. Like any business plan you need to consider your audience; the suitability of your offering and its value along with an understanding of what your competitors are doing and why your offering is different and special. Working through these points will enable you to create a ‘story’ around your event which ‘wraps up’ why guests should attend and how it will make them feel. OK so let’s start with understanding your target customer/attendee. You need to establish who is it you want to attend your event (please refer to my event plan which can be found on my website .) Once you have a clear idea of the type of person who will attend and their existing relationship with you (if they have one) we can consider what they care about. Knowing what your customer likes and dislikes, where they live, their socio-economic group, their gender and marital status, what they value and most importantly their need or problem – then we can match our offering. Understanding who you want to attend your event is vital to the success of any event. Without this understanding we cannot correctly tailor the format, the date, the location, the price, or the content of the event. It sounds obvious but you wouldn’t try to impress high net worth customers by inviting them to a fast food chain restaurant for dinner – would you? So, let’s make sure we match our offering to the needs of our customer. Again, by referring to my event plan template you will have already considered the purpose of the event and how this is aligned to our customers e.g. Is the event to generate income for a charity; to strengthen our market position, to win new customers or simply offer value to our existing customers. When we have a clear of understanding of who we would like to attend our event we can move onto what they care about, what need they have and building an event USP. You need to consider why your event is special and what need will it fulfil? Do your attendees want to learn about the provenance of food and meet artisan producers? Do they want to create lasting memories of a fun day out with their family but on a budget? Do they want to be entertained by their favourite artist in a cool location? Of course, your event can be unique in many ways – the location, the format, the service offering, or price may differentiate it from anything else on the market. Make sure you have researched what competitor events offer and how you are different. Be careful to always have your target customer in mind when deciding on a venue, transport links, accommodation, ticket price, and primarily ‘the hook’ – what are they going to LOVE about your event? Having a unique aspect to your event can help you build a great USP but be mindful that it is not gimmicky for the sake of a great headline e.g. ‘A Gin Lover’s Festival’ only to locate the event remotely where there are no public transport links to your venue and attendees will need to drive and can’t sample products! The format always needs to be of value and be relevant to your target customer. We need to feel confident that the content and format of the event will amaze our audience – even if it is a conference on new accounting systems! How we make our audience feel by attending our event is how we build a relationship with them and this is an extension of our brand. The experience will determine how they feel about our business, what they say to others about our business and ultimately whether they will continue to engage with our business. For some of us positive engagement with our customers translates as customer retention and for others it might be employee retention, or it could simply be more sales. Ensuring our guests leave our event feeling positive is key – i.e. they got great value, they experienced something new and exciting, they learnt something, they meet someone useful or entertaining – are all benefits to our customer. Working through these points will help create an event tagline and event narrative or story. As an example, we may identify that families in a specific county would like to attend a fun day out during the summer holidays they can take their kids and dog to and dog friendly attractions are limited in this area. We may also have identified that local families wish to encourage their children to be outside and be involved with physical activities and nature. We know that families from these local communities have links with agriculture, support local producers and 68% of families own a dog .There is a mix of public and private schools within the local and regional community and therefore a mix of socio economic groups although a bias to ABC 1’s. Event tagline An event where you can treat your dog to the best dog’s day out ever. We know your dog is part of the family, so we have created an event the whole family can enjoy! Dogs, kids, and adults all love ‘Dog Day’, there is something for everyone. Event Narrative ‘This is the Ultimate Summer Festival for Dogs, the best dog’s day out ever and the best day out for those who love everything canine. Where on earth would any dog or anyone who loves a dog rather be?’ Enter your doggy into our best in breed competitions. Win prizes for best young handler and doggy obstacle course. And when you are all pooped after an active day together, indulge your family in a delicious meal from our Local Food Village – and of course all well-behaved owners are welcome to join their dogs! Purchase tickets from We can’t wait to see you there! In order to succeed with your next event, make sure you have a compelling event USP that speaks directly to your audience and offers them a special benefit which leaves them feeling positive and engaged with your brand – summarise it all in your event ‘story’. For help with your next event contact Kate, Event and Marketing Specialist at KW Events and Marketing

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