There is no published guide to establishing your annual event lineup. Until now! In this simple process checklist, AE Ventures president and founder, John Galante, a 36-year event, association, and media industry vet with stints at the world’s largest event organizers, provides a step-by-step approach to developing your line-up and high-level plans. We also establish a framework for evaluation and recommend communication strategies with the stakeholders in your company to achieve consensus and get their buy-in as collaborators in event prep, execution, and follow-through. Here goes:
Step 1. ALIGNMENT
Synching Event Goals with Overall Sales & Marketing Goals and Segment/Channel Strategies
Most companies focus on accomplishing sales and marketing objectives at events, so it makes sense to look at event investments based on their potential contribution to the overall sales and marketing goals of an organization. Likely your company’s break down something like this:
