Strategy as a Top Meeting, Event Trend

Are you starting with a great event strategy?

Trend forecasts help drive changes and decision-making in a variety of industries and meetings and events are no exception. In addition to providing a spark of inspiration, trend reports can drive action supported by tactics and results provided by industry leaders. And in this year’s American Express Global Meetings and Events Forecast, one finding is clear: strategy is at the top of the trends list.

Driven by factors including evolving attendee expectations and a growing millennial audience, meetings and events have made an integral shift to experiences that tell a story and help drive business results. Add in the typical and pervasive challenges of meeting planning, and the need for a strategic event plan becomes an imperative.

“As meeting owners and planners work with short timelines, tight budgets, increasing compliance requirements and an ever-changing meetings landscape, meetings professionals agree that thinking strategically with regard to meetings and events is more crucial than ever,” according to the American Express forecast.

Moving from traditional to strategy-first

Creating a strategic event framework has now emerged as a top trend across all global markets—and at Wellington, we’re glad to see this sort of worldwide consensus. We’ve been working with clients to move from a more traditional, checklist-driven planning to a forward-thinking, strategy-first approach. When you start with strategy, you begin not with a focus on the event itself, but instead of identifying your business challenges and goals.

We recommend envisioning the next 6 to 12 months in your business. Ask yourself these key questions:

  • What does your company want to accomplish?
  • What do you need to overcome?
  • How can your event attendees help you achieve these goals?

After all, your corporate meeting or event is an invaluable opportunity not just to gather people, but also to inform, excite and engage them. These are your employees, your customers, your brand ambassadors—and by giving them an option to participate in driving your business growth and other goals, they’ll leave the event feeling as if they have not just a say, but also a stake in your company’s success.

What next?

From there, you can continue to build your event strategy to define specific event objectives such as messaging and takeaways. Finally, you can plan and finalize the logistic and aesthetic details that bring your event—and your event strategy—to life.

Have questions about how you can create your own strategic event plan? Feel free to reach out to us and we’ll schedule a time to talk!

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