Getting Stakeholders Involved In Event Planning

Last week, we discussed how to create the perfect event invite list. Astute readers may have noticed, however, that we recommended roping your stakeholders into event planning. If this seemed strange to you, never fear! We’re here to explain why it’s important to loop your stakeholders in when you’re planning an event.

Why keep stakeholders in the loop for event planning?

We’ve already discussed that once you’ve finalized your event list, you should share it with your stakeholders. It might seem too trivial to bother with—after all, they’re busy people. But let’s not forget that stakeholders are fundamentally interested in results, and event results can be incredibly important to them. Making sure you’re on the same page will accelerate your ability to get an event past the planning stages and into the doing stages, which is really what it’s all about. The more prep you do, including communication, the less you’ll have to explain later. It’s just easier this way. Trust us.

What are the benefits?

One of the most important benefits to keeping stakeholders involved and informed is that it makes your outreach that much more effective. Although you can make your job easier by creating campaigns with easily repeatable motifs, remember that your reps are going to be the ones doing 1:1 reach-outs. This is their opportunity to sell a personal connection and make it relevant to a invitee’s personal interests. The only way you’re going to be able to sustain that level of outreach and personalized targeting, especially across multiple markets, is with full alignment and buy-in from all your stakeholders. So do the work now and the payoff will be worth all the front-loading.

How else can I keep my stakeholders in the loop?

If you’re looking for more ways to keep important individuals in your company involved throughout your event campaign, don’t worry, because we’ve got more than enough suggestions. As you’re prepping your onsite team, keep an updated registration list in an accessible place for stakeholders. This list should designate VIPs based on their pipeline status, potential business or brand loyalty. At bare minimum, you should expect to have a sit down debriefing after the event to go over the following:

  • Did you meet your goals?
  • Were there any stand-out interactions?
  • How is the follow-up progress?
  • What were the client event survey results?
  • What worked well? What could have gone better?
  • Would you do it again? Why? Why not?

Bringing out key performance indicators (KPIs) like the number of follow-up meetings you booked and the amount of revenue in pipeline can help answer these questions, so as always, the trick is to be prepared. If you’d like to be more prepared, check out our exclusive whitepaper, “The field marketer’s guide to events in 2018” here.


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