Defining Your Event
The event planning process has many key elements that determine an event’s identity, which flow on to the target audience, public perception, and overall event experience.
The identity of your event is defined by the way key elements come together to create a bigger picture that represents value to the people who attend, both in the lead up to your event and on event day. Your event’s identity also tells a story to those who don’t or can’t attend. It is up to your planning, promotion, and execution to define how that story is told, and how your event is perceived externally.
The definition phase of event planning typically involves the following:
- Defining the purpose of the event – what do you want the event to accomplish.
- Defining the type of event – will the event be a conference, roadshow, festival, or another type of event.
- Defining the scope of the event – estimate how many people will attend and for how long; identify what types of people will attend.
- Determining the nature and logistics of the event – timing, location, venue, activities.
- Creating an action plan – identify what actions are required to achieve a successful event.
- Creating a budget for the event – identify budget categories and the anticipated costs associated with each category.
Tips:
Purpose, Goals and Objectives
- Purpose: This is the reason for your event. It answers the ‘why’ behind your event. Is it to celebrate, educate, raise awareness, fundraise, launch a product?
- Goals: These are the primary outcomes you hope to achieve. Goals should be SMART (Specific, Measurable, Achievable, Relevant, Time-bound) and made in close reference to your Purpose.
- Objectives: These are specific and actionable steps that help you achieve your goals. They break down the goal into manageable tasks. For example: Send out 1,000 invites to potential attendees, book 3 audience-appropriate musical acts, arrange 5 mobile food vendors to serve food at the event, etc.
Type of Event
- The type of event you hold will be influenced by the purpose, goals and objectives of the event.
- Types of events include:
- Conference
- Festival
- Exhibition
- Concert
- Product Launch
- Community Gathering
- Etc.
Target Audience
- Identify who you want to attend your event. This includes demographics (age, gender, income), psychographics (interests, values), and other relevant characteristics.
- Understand what motivates your audience, and what they seek from your event, then tailor your content to meet these needs and values.
Location & Venue
- The location and venue you choose should align with your event’s purpose, and appeal to your target audience. Consider aspects such as:
- Accessibility
- Capacity
- Amenities
- Identity
- Cost / Budget
- Indoor or Outdoor?
- Sustainability
- Evaluate transportation options, parking availability and accommodation if needed.
- Consider virtual or hybrid options if applicable.
- Learn more about Choosing Your Venue.
Timing
- Choose a date and time that maximises the ability for your target audience to attend.
- Research what other events are happening locally, regionally and nationally or are catering for the same audience, and plan accordingly. This could be a case of avoiding a time due to competing for attendees or choosing a time to leverage the presence of your audience in the region in connection with other events.
- Seasonality is a major consideration, both due to weather and other aspects of annual scheduling. Ensure your event’s timing aligns with natural cycles and audience preferences.
- You can use our Southland Regional Events Calendar to see what's coming up, as well as the Historical Events Calendar to see the timings of events in previous years. NZEA members can also use the NZEA National Event Calendar for the same means.
Aesthetics, Styling & Branding
- Establish and maintain consistent branding and styling across your marketing material, signage and digital content. This consistency builds your visual identity and fosters a feeling of familiarity.
- Design your event space to create an attractive and welcoming environment for your target audience. Consider colour schemes, decorations, and layout.
Marketing & Communications
- Communicate regularly with your audience before, during, and after your event, keeping a consistent conversation style and language.
- Use engaging content to build anticipation and maintain interest.
- Relate all communications and marketing messages to your event’s purpose and target audience.
Activities & Entertainment
- Plan a schedule of activities that engage and entertain your target audience throughout the course of your event.
- Booking acts, performers and speakers appropriate for your target audience is key to fulfilling their needs and working toward your event’s purpose.
- Learn more about Planning your Programme.
Representation: MC’s & Speakers
- Choose MCs, speakers, or performers who resonate with your audience and can effectively communicate your event’s message.
- Provide them with clear guidelines to ensure they are well-prepared and arrange rehearsals if possible.
Sponsorship & Partnerships
- Identify and engage potential event sponsors or partners whose values align with your event and purpose.
- Consider their target audience and how being involved with your event will benefit them.
- Ensure there is a mutually beneficial arrangement in place between your event, partners, sponsors, and your audience.
- Learn more about Sponsorship.
Ticketing & Pricing
- Decide whether your event is open entry or ticketed – you may want to limit attendance through ticketing even if you don’t charge for entry, due to limitations such as venue capacity.
- If you charge for tickets to your event, ensure that the pricing structure reflects the value of your event, and is accessible to your target audience.
- Choose a reliable ticketing platform that is user friendly for your attendees and integrates with your marketing and communication tools.
- Learn more about Ticketing.
Evaluating Your Event
- Create an event measurement plan and system to gather feedback from your attendees and event partners to evaluate what worked and what didn’t.
- Use the findings to guide your event plan on how to connect with your event purpose and target audience even better next time.
- Learn more about Evaluating Your Event.
Useful Links:
- Location & Venue – Choosing Your Venue
- Activities & Entertainment – Planning your Programme
- Sponsorship & Partnerships – Sponsorship
- Ticketing & Pricing – Ticketing
- Evaluating Your Event – Evaluating Your Event
Have you considered?
- Why are you holding an event? Think about what your goals are, as this will guide your event planning.
- Who is your event for? What are the needs and values of your target audience? Event planning around these will help encourage their support and attendance.
- Where could the event be held? Is the venue available? Is the venue suitable for your target audience?
- When will the event be held? What else is happening locally, regionally or nationally for events that might reduce your audience? Will the date and time suit your target audience?
- What resources will you need? How will you finance the event? Who will organise the event and how much time will it take to organise?