Whether you are a professional event planner or have been tasked with putting together an event for your company knowing how to put together a corporate event can be a formidable task. So you have been given an event to organize for a client and depending on the size and your familiarity with event planning this can be a daunting time. Once you have an overall vision or theme for your event in place, keeping in mind this is still your ideal scenario, you need to work with the experts to put your plan in motion. When it comes time for the event to take place it is the stage for you to revel in all that you have achieved!
You have worked hard to see your event come together and be a success but don’t forget about everyone who supported you along the way. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. What do you do at a time when paid-for media is neither reliable nor scalable, earned media is super-competitve and owned media properties require constant investment to engage your visitors?
I've written before about marketing with using content to add the human factor to your brand, and Chris Soames post last week showed the contuiningA rise of content marketing. Spurred by the feedback and popularity of ourA inbound and content marketing blueprint,A we wanted to share our ideas on using content with specific stages of the buyer process in mind and decided another infographic might help to illustrate this.
We've had requests for higher resolution versions of the infographics for printing, so we have now collected all the marketing planning infographics together and they are free to download if you're a basic member. And, don't forget, there's a myriad of methods to measure and monitor how effective your content marketing efforts are doing.
We should maybe do a blank template which could be completed for planning as part of our editorial calendar. The following list aims to act as a reference guide of the 6 stages of planning a corporate event. Negotiate prices when given; if you are a big brand company then you can benefit the supplier by raising their profile, if you are a smaller start up then you have the potential to become a long term client for the supplier who can grow along with you.
As the event planner your role is to facilitate all other contributors with completing their tasks. Keep in constant contact with all your suppliers to make sure everything is moving along smoothly. While there will still be work to do on the day(s) of the event for the most part the hard work is done. A thank you note, email or call to the attendees of the event, the suppliers and everyone who helped you is not only courteous but also helps forge stronger relationships for potential future collaborations. We believe you should do one thing, first and foremost; invest in the very best branded content that you can afford to create, seed and syndicate. It's structured around our RACE planning frameworkA for reaching and engaging customers online. Understandably some decisions are more time consuming than others but the initial brainstorming stage of planning an event should allow you the freedom to think outside the box in terms of branding and promotion.
They will have a wealth of experience in their field and will be able to make suggestions based on your vision and their previous experience.


Communication is important at all stages of planning an event; at these final stages it is essential. Enjoy seeing the vision you co-created with your team, client, suppliers and everyone else in-between come to life. This is particularly true if you're a small business or startup who can't afford substantial media investment, but many large brands are also profiting from content marketing. Dream big at the beginning to envision your perfect event and you can get down to the logistics and feasibility of everything at the next stage.
When it is all over reflect on the event and make note of all its strengths and weaknesses so as to benefit future events. This is true for every stage of the event but becomes important at the negotiation stage where it becomes tempting to stray from initial aesthetic in an attempt to save on money or time. Coordinating suppliers, transport and venue is an invaluable skill that requires you paying close attention to detail, meticulous timekeeping and planning for the unexpected. Mediate between different suppliers; put different suppliers in touch with each other if needed. The business domain of the organisation consists of the customer groups that will be served, basic products that will be offered and the technology involved.
A well- defined business mission statement should provide a view of what an organisation seeks to accomplish and the markets and customers it seeks to pursue now and in the future. BreakthroughAn additive opportunity more fully exploits already existing business resources. The paper manufacturer who extends his marketing from the commercial printer to the office reproduction field is one such example.
Additive opportunities should not be allowed to take resources away from complementary or breakthrough opportunities.The complimentary opportunity will change the structure of the business. It offers something new which, when combined with the present business, results in new total larger than the sum of its parts. The breakthrough opportunity changes the fundamental economic characteristics and capacity of business.The story of Xerox Corporation is a breakthrough story. The Haloid Corporation (as Xerox was then called) was a very small organisation which identified the opportunity and the rest is history.Likewise the organisation must detail the threats faced.
This analysis is performed so that the opportunities that have been identified have to be evaluated if they can be used by the company on the basis of S W.
Any repetitive task is de-skilled and automated and hence less risk or failure and mistakes.An industrial organisation also faces weakness. The weakness could be that the departments of the organisation are unable to work as a team. Geographic sources of competition are becoming wider.The industrial market environment and how different factors affect the firms doing industrial marketing is show in Fig. Xerox had failed to pay attention to these new competitors and lost a huge chunk of its market as a result.3.
Customer Analysis:Strategic planning is ultimately driven by the marketing perception of the strategist as to how and why customers behave as they do and how they are likely to respond to various elements of the marketing mix.


Market Segmentation, Targeting and positioning:A well-developed strategy of market segmentation, targeting and positioning contributes to effective marketing planning.
A single product or marketing approach cannot appeal to the needs and wants of a group of potential customers. The Formulation of Strategy:Even though we are concerned with formulating a marketing strategy, it needs to be recognised that these strategies are dependent on business unit plans which in turn depend on the corporate strategies. At the corporate level, the decisions made are concerned principally with the corporate strategic plans and how best to develop the long- term profile of the business.This, in turn involves a series of decisions on the levels of resource allocation to individual business units according to the business unit strategies.
To analyse the present position and growth potential of these units, two of the best known business portfolio evaluation models are available.
Question marks are businesses operating in high growth markets but with a low relative market share.
Stars are those products which have moved to the position of leadership in a high growth market. Harvest:Increase short term cash flows as far as possible, even at the expense of the SBUs longer term future.
Industry attractiveness can be defined in terms of size and growth potential of the market, competitive structure, industry profitability and environmental impact. After the corporate and the business unit (or SBU) strategy, the marketing plan (which includes marketing strategy) should be developed at the functional level.4.
The Promotional Plan:Marketing communications represent the most visible face of the organisation. The question of how the communications program is to be managed is therefore a fundamental part of the strategic marketing task. The relationships that exist between the communications or promotions mix and the other elements of the marketing mix are illustrated below in Fig. The Distribution Plan:A significant and increasing part of many organisations is expenditure that is incurred in keeping their products on the move through the channels of distribution. The distribution plan focusses on the set of decisions relating to the processes which are concerned with the flow of supplies, intermediaries and end users.
The success of getting orders with determines the volume and hence influences distribution planning in a significant way.Similarly, the level of customer satisfaction (which will be affected by the efficiency of distribution) will affect the placing of repeat orders. Major decision areas in channel management are formulating the channel strategy, designing the channel structure, selecting and motivating the channel members, co-ordinating channel strategy with the marketing mix and evaluating channel member performance.5. The strategists must develop understanding, a commitment and skill to deal proactively with new situations.Fig.



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