CHAPTER 8: Content-management before,
during and after the event
As support for this aspect in event management I strongly advise you to read
chapter 4 : Developing your events programme and content, in Ruth Dowson, Bernadette Albert and Dan
Lomax, Event Planning and management. Principles, planning and practice, pp. 74-97.
chapter 8 : Drawing in the crowds-marketing events, pp. 181- 215
➜ An event is all about storytelling
An event is part of an overall communication strategy
So every aspect, activity, touchpoint,... is an opportunity to support the overall message
Central to developing an appropriate concept means considering following aspects :
The type of event
The requirements and expectations of the audience
The practicalities of time, finance and operational deliverability
➜ Following these initial decisions, it is important to consider:
The details of what is going to make up the content of the event how an event can be delivered in the most
appropriate way to meet the needs of both client and audience
This involves:
Creating events that are special or memorable is not about presenting content in a consistent manner, but about
blending all elements together
CHAPTER 8: Content-management before, during and after the event 1
, Combination of several recognisable constituent parts/elements to create a specific experience for the attendee
Closely linked to the expectations of the audience
➜ Let’s start from the beginning
As a good event organiser knows, when it comes to putting on an event, creating buzz around an event is crucial to
help draw in the crowds
(Ruth Dowson et al)
The content plans contains:
a promotional plan
target audience analysis and how to reach them
social media platfroms
social media content
traditional media
promotion schedule
→ Developing a promotional plan
set the objectives
establish the budget
define the target audience and tailor the message
select the best promotional tools
measure the results
In Event management :
All strategic marketing communication approaches also are applicable (consumer, cost, convenience and
communication as marketing mix elements)
CHAPTER 8: Content-management before, during and after the event 2
during and after the event
As support for this aspect in event management I strongly advise you to read
chapter 4 : Developing your events programme and content, in Ruth Dowson, Bernadette Albert and Dan
Lomax, Event Planning and management. Principles, planning and practice, pp. 74-97.
chapter 8 : Drawing in the crowds-marketing events, pp. 181- 215
➜ An event is all about storytelling
An event is part of an overall communication strategy
So every aspect, activity, touchpoint,... is an opportunity to support the overall message
Central to developing an appropriate concept means considering following aspects :
The type of event
The requirements and expectations of the audience
The practicalities of time, finance and operational deliverability
➜ Following these initial decisions, it is important to consider:
The details of what is going to make up the content of the event how an event can be delivered in the most
appropriate way to meet the needs of both client and audience
This involves:
Creating events that are special or memorable is not about presenting content in a consistent manner, but about
blending all elements together
CHAPTER 8: Content-management before, during and after the event 1
, Combination of several recognisable constituent parts/elements to create a specific experience for the attendee
Closely linked to the expectations of the audience
➜ Let’s start from the beginning
As a good event organiser knows, when it comes to putting on an event, creating buzz around an event is crucial to
help draw in the crowds
(Ruth Dowson et al)
The content plans contains:
a promotional plan
target audience analysis and how to reach them
social media platfroms
social media content
traditional media
promotion schedule
→ Developing a promotional plan
set the objectives
establish the budget
define the target audience and tailor the message
select the best promotional tools
measure the results
In Event management :
All strategic marketing communication approaches also are applicable (consumer, cost, convenience and
communication as marketing mix elements)
CHAPTER 8: Content-management before, during and after the event 2
