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 and the result is this infographic reflecting the key stages of a successful event and the various components that might contribute to this.
COMMUNICATION IS KEY
Stripping 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 multilayered, from inspiring delegates to 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?”
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 components. Many technologies can be utilized 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 a 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.
At NRG, we’re interested in adding value and particularly in using technology to go that extra mile. Technologies such as NFC, or near field communication, present a wealth of possibilities for delivering added value, not just in terms of the user experience but also in areas such as event management and data collection. Here we can see real benefits for clients with a technology that will work hard to make their event a success; and this is the criteria we believe should be used when judging the technologies to employ.
I think in this ever-evolving, multiplatform 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.
Our Anatomy of an Event infographic will give you overview of the stages and components a successful event should embrace, but it’s the details and choices you make that will produce results and help businesses to develop and grow.
Rob Edmonds is managing director of NRG Digital, a U.K.-based company providing event services including video production, animation, conferences and app development.