Event Strategy and Architecture
At it’s most basic, event architecture is the DNA of your event. It’s the foundational strategy upon which you base every decision. It’s what happens after when you answer the tough questions about your audience and your environment at the outset of your planning. For example, you might ask:
- What are the economic, social and political climates, and how might each affect your event?
- How will you pay for your event? What are your financial goals this year, next year – and five years down the road?
- What’s happening in your industry? Is there a “busy” time of year? What are the big issues?
- What events are competing for your attendees’ time? Define your SWOT with each one.
- Where are your attendees gathering (both online and offline), and what are they talking about?
Once you’ve defined and understood the macro and micro-environments that affect your event, it’s important to analyze the existing physical components of your event, as well as what’s not there. Be careful to ensure there aren’t unnecessary elements which might clutter the attendee experience. Don’t overdo it. Sometimes what’s not there is just as important as what is there. (This is akin to a graphic designer using “white space” to achieve an uncluttered design.)
Developing a detailed blueprint for your event using the principles of event architecture will result in strategies that achieve your desired attendee response, and deliver meaningful experiences to your event constituents.
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