What makes one event planner different from another is the capacity to be creative and think out of the box and not use one concept for every event. Event sequencing therefore involves a painstaking process of breaking down events into basic functionalities according to the desired objectives of the event.
Why do we have to sequence an event?
One reason why we have to sequence events is to be able to meet the specific needs of a specific(segmented audience) or guest expected in your event. The reason for your event is your guest, one cap does not fit all. Your guest will not all think the same.
2 Major Steps in Event Sequencing
From our last tip about Event Sequencing, we said that, one reason why we have to sequence events is to be able to meet the specific needs of a segmented audience or guest expected in your event because the event is for the sake of the guest in the first place.
This week we shall look at two major steps in Event Sequencing. Among several steps that may be involved in event sequencing these ones stands out.
- Verify your goal
Most of us are used to Verify as a jargon used mostly on the social media such as verifying an account. This time it’s about confirming and reconfirming your reason for your event. An event goal must always be very clear and succinct. Well let’s say it must follow the SMART process of being Specific, Measurable, and Achievable, Realistic and Time bound. Event planners must be careful in setting events goal, they should be event related. They should be goals that must and only be realisable by or through that event.
- Audience segmentation
As the name implies, audience segmentation is the process of carefully dividing a certain audience into homogeneous groups based on different criteria such as age group, product usage etc. It can be used as a communication function or as a marketing function (marketing communication). This is an important aspect in event sequencing because in every event there are heterogeneous audiences and so to be able to drive home your point or achieve your goal you must be able to appeal to their soft spots or their peculiarities. The criteria for the different segment will be dependent on what the event is all about or the major objectives of the event
Mfonabasi Udoh Barry is PR Professional, a communications and social media Strategist with DOXA DIGITAL NIGERIA