THE BOOK
Designed for non-event professionals in business development, startups or marketing
Working with the startup ecosystem for close to a decade, running my own companies and supporting over 300 events; I learned that few entrepreneurs have an education in event management but many end up coordinating events to promote their brand. So I developed this straightforward methodology to help entrepreneurs, business owners and other professionals develop strategies to align their events with concrete business goals.
With tips, case studies and exercises to develop your own event strategy, you can purchase the book in ebook format or paperback from Lulu Bookstore, Google Play and Amazon.
Right now, I'm giving away The Business Event Canvas for free so you can start applying the framework to build concrete event strategies to grow your brand.
Watch the webinar to get The Business Event Canvas and learn how to develop your own event strategy using the framework in just 20 minutes.
CONTENTS
Chapter 1: Introduction to The Business Event Canvas
• Why Event Structure Matters: The Case for a Framework
• The Structure of The Business Event Canvas
• Why the CanvasTM Works: A Data-Backed Approach
• Breaking Free from Common Pitfalls
• The Value of Purpose-Driven Planning
Chapter 2: Defining Your Purpose
• The Power of a Purpose-Centric Approach
• Setting Clear Objectives: Breaking Down the “Why”
• Translating Objectives into Strategic Goals with the Business Event Canvas
• The Role of KPIs in Measuring Success
• The Business Impact of Clear Purpose and Objectives
Chapter 3: Setting SMART Short-Term Goals
• The Value of Short-Term Goals
• Crafting SMART Goals with The Business Event Canvas
• Maximising Outcomes with SMART Goals
Chapter 4: Engaging Stakeholders for Success
• Who Are Your Stakeholders?
• The Importance of Stakeholder Mapping
• How to Create a Stakeholder Map
• Strategies to Address Diverse Stakeholder Needs and Interests
Chapter 5: Focusing on Your Target Group
• Narrowing Down the Ideal Target Audience
• Importance of Aligning Your Audience with Your Short- Term Goals
• Practical Tips for Segmenting and Understanding Your Target Group
Chapter 6: Validating Your Assumptions
• What Assumptions Are and Why They Matter
• Possible Outcomes of Poor Assumptions
• Strategies for Challenging and Validating Assumptions
• Using Feedback to Refine and Enhance Assumptions
Chapter 7: Designing Engaging Event Activities
• Types of Activities and Their Role in Achieving Goals
• How to Design Activities that Align with Audience Expectations
• Creative Activities That Stand Out
Chapter 8: Defining Value for Your Audience
• Crafting a Compelling Value Proposition for Attendees
• Creating Memorable Experiences with Clear Benefits
• Techniques for Leveraging Testimonials and Past Event Highlights
Chapter 9: Identifying Key Assets
• Essential Assets to Gather
• What is GDPR?
• The Role of Photography in Storytelling and Engagement
• Tips on Hiring the Right Event Photographer
Chapter 10: Developing a Call-to-Action
• Aligning CTAs with Short-Term Goals
• Crafting Value-Driven CTAs
• Incorporating CTAs Throughout the Event
• Encouraging Engagement through Added Value
• Aligning CTAs with Company Objectives
Chapter 11: Choosing the Right Space
• Aligning Venue Selection with Event Goals
• The Emotional Impact of Space
• Technical and Logistical Considerations
• Creating a Consistent Brand Experience
• Designing Spaces for Connection
Chapter 12: Crafting a Communication Strategy
• Developing a Promotion Timeline and Content Calendar
• Using Social Media, Email, and On-Site Communication Effectively
• Post-Event Follow-Up Strategies to Drive Long-Term Engagement
• Using Event Photography to Enhance Post-Event Follow-Up
Book Reviews
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