Why Your Next Event Will Fail ?Dec 23, 2016
There are several ways an event can fail, most of which can have a drastic backlash on the organisation or the business running the show. Most of the times, the situations are well within control and these problems arise due to poor planning and execution. Here are a bunch of reasons many events today fail! Make sure you aren't faced with any of these the next time you organise an event!
Failing to specify targeted audience clearly
Choosing the audience incorrectly can have a serious negative impact on the success of your event and consequently, to the expected result. So, in order to define the profile you are going to target, first you need to segment your potential attendees according to their personal diversities and look for their behaviours and patterns. For example, you should understand the key demographics, for knowing the age, sex, marital status of your audience. Then, you need to know, what this group cares about and recognise the main concerns and day-to-day life of your target audience to create a profile of your typical attendee. The next step is to identify, which social media platforms they use. Gaining an understanding of where your audience spends their time will help you to focus your digital interactions and content marketing there.
Preparing a weak concept
For an event to be successful it requires a clear and robust concept, which is aligned with the event aims, the needs of the target market and other relevant stakeholders. As part of the event design process you should ask and answer what, why, who, where and when questions at the beginning. This requires a detailed consideration of the core or primary activities and attractions of the event, which will be determined by the event nature and also there must be a continual reference back to the aims and objectives of the event during considering the scope of the event and the features within it.
Stressed out staff
Event management is often cited as one of the most stressful jobs. Organising an event takes a lot of careful planning, coordination, and multi tasking. In other words, event management can be incredibly stressful. For an experienced event professional, this should come as no surprise, but for your young staff who don't often organise events, the amount of pressure and stress one experiences can come as a surprise. But making enough time to prepare, visualising all of your tasks on a checklist, working with a strong team and knowing everyone's strengths and weaknesses in stressful situations, to have an emergency system set up for anything that may pop up and keeping everyone informed will decrease stress of your staff.
Events and event planning are evolving into new, dynamic formats. Old models are falling away and technology is giving both planners and event participants an opportunity to grow and revisit the underlying ideas about how event spaces work.The rate at which technology changes is so rapid that, the organisers who fail to keep up with it also fails to survive in such a competitive market. So, the only solution is to follow latest technology, especially the social media.
Bad service, hectic registration and chaos
The quality of services, you provided for your participants, define the success of the event. If they fail, your event fails too. Especially, if there is a huge line awaiting for registration or receiving their name badges, it may lead to a big chaos. Other services also need to be well orchestrated like registration and managed carefully. Besides, your staff should be patient and keep smiling during crisis times, even your participants do not.
Bad or non-existent promo material
It's challenging to create an outstanding event if your website is difficult to navigate, hard to read, doesn't exist, or just plain sucks. Similarly, it will be tough to create a stir if you're hosting an annual or monthly event without documentation of last year/month's awesomeness to get the crowd excited. Anticipation is the key. As an attendee, half of the fun is marking my calendar, getting hyped, and looking forward to my next music festival or wine tasting event.
Too much tech
While not enough technology will put your event in a rut, too much will depersonalise the experience for your attendees. Humans want connection with other humans and are much more likely to buy from a person than a robot or computer. While a clever hashtag is important, add some human interaction by scheduling time to socialise, or implement non-cheesy icebreakers.
The same, old schedule
People will be more engaged, more likely to participate, and share your event if they aren't falling asleep during the opening performance. Book different performers and speakers to keep fans on their toes, and attract a new and diverse range of guests. Also, be sure to spice up your schedule by highlighting the cool and interesting topics or people that will be featured.
So, learn from your mistakes and use these tips to enhance your event and stay calm in stressful situations. Remember that being perfect isn't an option and some things are out of your control. However, having Wifi connection, a resilient attitude, and knowing your audience is completely in your hands.
About the Author
Posted by Erkan OGULGANMIS
Erkan OGULGANMIS Graduated from Army War College, completed MA degree in Ankara University on Global & Regional Studies, studies law in Istanbul University. Works in MEETINGHAND Online Solutions Co. as Business Development & Sales Manager.