Defining Your Event

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  2. Event Toolkit
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  4. Defining Your Event
Determining your event’s identity is an important part of the planning process. It shapes how your event is perceived, who its target audience is, and the overall event experience you aim to create.

The identity of your event is defined by its purpose, who it is aiming to attract, its format and venue, how you promote it, and the way these key elements come together to create a bigger picture that represents value to the people who attend, both in the lead up to and on event day. Your event’s identity also tells a story to those who don’t or can’t attend. It is up to your planning, promotion, and execution to define how that story is told, and how your event is perceived externally.

The definition phase of event planning typically involves identifying the following:

  • Purpose of the event – what you want the event to accomplish.
  • Type of event – will the event be a conference, roadshow, festival, or another type of event?
  • Scope of the event – what types of people will attend, how many will come, and how long will they stay for.
  • Nature and logistics of the event – location, venue, timing, activities.
  • Action plan – what actions are required to achieve a successful event.
  • Budget – identify budget categories and the anticipated costs and projected revenue associated with each category. Learn more about Budgeting.

TIPS

Purpose, goals and objectives
  • Purpose: This is the reason for your event. It answers the ‘why’ behind your event. Is it to celebrate, educate, raise awareness, fundraise, launch a product?
  • Goals: These are the primary outcomes you hope to achieve. Goals should be SMART (specific, measurable, achievable, relevant, time-bound) and made in close reference to your purpose.
  • Objectives: These are specific and actionable steps that help you achieve your goals. They break down the goal into manageable tasks.
Type of event
  • Major Events New Zealand classifies different kinds of events as Mega, Major, Regional, or Local and community events. 
  • The type of event you hold will be influenced by the purpose, goals and objectives of the event. Types of events include: 
    • Conferences/seminars
    • Festivals
    • Exhibitions/trade shows
    • Concerts
    • Sports
    • Product launches
    • Community gatherings
    • Workshops
    • Meetings
    • Hybrid or virtual events 
Target audience 
  • Identify who you want to attend your event. This includes demographics (age, gender, income), psychographics (interests, values), and other relevant characteristics.
  • Understand what motivates your audience, and what they seek from your event, then tailor your content to meet these needs and values.
Location and venue 
  • The location and venue you choose should align with your event’s purpose, and appeal to your target audience. Considerations include:
    • Accessibility
    • Capacity
    • Amenities
    • Identity
    • Cost/Budget
    • Indoor or outdoor?
    • Sustainability 
  • Evaluate transportation options, parking availability and accommodation if needed.
  • Consider virtual or hybrid options if applicable. 
  • Learn more about Choosing Your Venue. 
Timing 
  • Choose a date and time that maximises the ability for your target audience to attend. 
  • Research what other events are happening locally, regionally and nationally or are catering for the same audience, and plan accordingly. This could be a case of avoiding a date due to competing for attendees or choosing a time to leverage the presence of your audience in the region in connection with other events.
  • Seasonality is a major consideration, both due to weather and other aspects of annual scheduling. Ensure your event’s timing aligns with natural cycles and audience preferences.
  • Discover what Events are coming up in the Hamilton & Waikato region. NZEA members can use the NZEA National Event Calendar to share their event and see what’s happening across New Zealand. 
Activities and entertainment
  • Plan a schedule of activities that engage and entertain your target audience throughout the course of your event. Learn more about Planning Your Programme. 
  • Booking acts, performers and speakers appropriate for your target audience is key to fulfilling their needs and working toward your event’s purpose.
MCs and speakers 
  • Choose MCs, speakers, or performers who resonate with your audience and can effectively communicate your event’s message.
  • Provide clear guidelines to ensure they are well-prepared and arrange rehearsals if possible. 
Aesthetics, styling and branding 
  • Establish and maintain consistent branding and styling across your marketing material, signage and digital content. This consistency builds your visual identity and fosters a feeling of familiarity. Learn more about Branding your event.
  • Design your event space to create an attractive and welcoming environment for your target audience. Consider colour schemes, decorations, and layout.
Marketing and communications 
  • Communicate regularly with your audience before, during, and after your event, keeping a consistent conversation style and language.
  • Use engaging content to build anticipation and maintain interest.
  • Relate all communications and marketing messages to your event’s purpose and target audience. Learn more about Marketing your event. 
Sponsorship and partnerships 
  • Identify and engage potential event sponsors or partners whose values align with your event and purpose.
  • Consider their target audience and how being involved with your event will benefit them.
  • Ensure there is a mutually beneficial arrangement in place between your event, partners, sponsors, and your audience. Learn more about Sponsorship. 
Ticketing and pricing 
  • Decide whether your event is free entry or ticketed – you may want to limit attendance through ticketing even if you don’t charge for entry, due to limitations such as venue capacity.
  • If you charge for tickets to your event, ensure that the pricing structure reflects the value of your event, and is accessible to your target audience.
  • Choose a reliable ticketing platform that is user friendly for your attendees and integrates with your marketing and communication tools. Learn more about Ticketing. 
Evaluating your event 
  • Create an event measurement plan and system to gather feedback from your attendees and event partners to evaluate what worked and what didn’t. Learn more about Evaluating Your Event.
  • Use the findings to guide your event plan on how to connect with your event purpose and target audience even better next time. 

USEFUL LINKS

HAVE YOU CONSIDERED?

  • Why are you holding an event? Think about what your goals are, as this will guide your event planning. 
  • Who is your event for? What are the needs and values of your target audience? Planning your event around these will help encourage their support and attendance. 
  • Where could the event be held? Is the venue available? Is the venue suitable for your target audience? 
  • When will the event be held? What other events are happening locally, regionally or nationally? Will the date and time suit your target audience? 
  • What resources will you need? How will you finance the event? Who will organise the event and how much time will it take to organise?