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July 7, 2015
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Americas: Five Essential Event Marketing Questions


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Joe Meehan, director, event technology, Milken Institute, provided an impressive list of event-marketing questions during a breakout session at Cvent Connect, held June 14–18 at the MGM Grand in Las Vegas.

Calling on the spirit of the Olivia Pope character on the TV show "Scandal," Meehan pointed out that, to go from event planner to "event gladiator," taking on whatever gets thrown your way, you need to ask some tough questions—and be ready to implement some answers before the proverbial lions enter the arena. Here are his six essential questions.

1. Why your event?

Are you targeting the right audience? And are you offering potential audience members what they want? Prove it to them: In addition to all the meeting basics, tell them who else is going to be there and what opportunities you’re going to provide to help them network. Some related questions: Is the event generating some social media buzz? Do you offer attendees ways to justify spending their organization’s often-scant budget for meetings to go to your event? 

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