Helen Stoddard, Head of Global Events for Twitter, hit the nail on the head: telling a story without having an experience is just a book, and an experience without a story is just a cocktail party. Event marketers are where story meets experience.
Put another way, the message of your event must be ironed out before anything else. To create that valuable story, make sure you define your narrative: What is your message, and what do you want your audience to understand? Then how are you going to communicate that message?
For every event she touches, Stoddard uses a three-part criteria to ensure success:
The experience must be unique. If your competitor can copy your whole event, it’s not really unique to you.
Amplify your message. Make sure you’re getting credit for your message. It’s not about a celebrity visit, it’s about a celebrity visit at your event. Give a call to action. If you don’t ask people to buy, sign up, download—whatever your goal is—it won’t happen.