How can event planners be more strategic?

Charlotte Flach Charlotte Flach Editor, C&IT
How can event planners be more strategic?

Stephen D Pickett, Chief Strategy Officer for Global Events and Engagement at Live Group, explains how to use strategy to maximise ROI.

How can planners be more strategic? 

For me, good strategy is about starting with the end goal: what is it somebody's trying to accomplish? In Live Group’s case, we are equally interested in the end goals of each member of the audience and those of our clients.  

We want to know what is it that the audience member wants to accomplish by going to an event? And by doing that, working backwards to figure out how that aligns with what the client is trying to achieve, and then what the agency must do based on that insight.