Events are a great way of creating opportunities and building relationships and supporting organisational goals, but expecting that you can achieve everything through an event is making a big mistake: Events are not “one cap fits all”. Thus, this wrong assertion has dashed the hope of many event professionals.
As the best experienced event managers, let us share with you the three wrong expectations most event organisers always have about events.
Let’s get started.
Event cannot solve all organisational problems
Challenges such as poor customer service, damaged reputations or weak products may never be solved using an event. These are fundamental issues that have to be associated with the products’ production processes. Therefore, efforts to solve this problem must be channelled in the direction of improving the products through the production processes instead of relying on correcting them through events.
The truth is, events work better when they are connected to a wider organisational strategy. An organisation may decide to use events as a medium to consolidate their gains and reward customers and perhaps keep the communications lines open and active.
Large turn out does not translate to effective engagement.
Sometimes, event professionals are carried away by the crowd that attends their events. A large crowd may not secure the leads, conversions and the revenue, especially when it is a sales event. The best crowd is when the right crowd is gathered, the crowd with the right quality and the resources that will guarantee the attainment of the event objectives.
An encouraging result is attained when the right crowd meets a compelling offer and the right follow-up is done. These combinations are powered effectively because the resource from the crowd syncs with the event objectives.
Expecting immediate results from a single event
Another mistake many event professionals may be making is expecting an immediate result from a single event. The truth is that it takes time to build loyal customers and followers and/or partners. They will take their time to trust the product or service and see that it consistently fulfils the promise and makes life easy for them.
Consequently, very few event outcomes appear immediately, while some take several months to appear. However, what is important is the fact that realistic and measurable outcomes are set ab initio and then monitored to the latter conclusions.
In conclusion, for every result you want to see, set realistic objectives and follow them up with the right mechanisms.
