The previous lesson in this series suggested that modern events should not be seen as a one-off. Instead, they should be part of an ongoing programme of engagement with your chosen audience.
It is therefore vital to define objectives for your overall engagement programme, as well as individual elements, before you start thinking about whether an event is needed.
You need to be certain that an event will deliver on your objectives better than any other form of marketing or engagement. You also need to be clear about what measures you will use to assess whether your objectives have been achieved.
These objectives and measures drive your choice of activity, not the other way round. It is, therefore, worth getting these right—and agreed with your managers—before you start any kind of planning. There is more about the questions that you should ask before you start planning an event here.