Before I joined AccessFuel as VP of Business Development & Strategic Partnerships, I spent 15 years as an event producer. And I still produce events, so I’m in the trenches right along with you.
During my time working in events, I’ve observed some best practices—and not-so-best practices. For example, event producers are often not fully aware of who the event audience will really be. We may want a younger demographic to turn out for our event, but that’s not who shows up.
Setting clear objectives from the event’s inception is the key.
That way, you get what we at AccessFuel call ROE: Return on Event.