What to know before you host an event

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A recent trend has been a diversification of event methods, such as holding events online or combining in-person and online events.

First, let's take a look at what types of events are available for businesses.

There are roughly five types of events:

Features the purpose
Press Tour
Events aimed at raising awareness, such as media directors email database gathering media representatives to announce new products, business integrations , or new projects Spread information about your company through the media, aiming to increase awareness and contribute to sales
Exhibition Exhibition-style events for new products and services by your company or other companies
The aim is to provide users who are considering introducing the service with an opportunity to negotiate on the spot and to increase awareness of the product or service.
Seminars and lectures Events where speakers give lectures or talks for the promotion of your company's products and services, or for human resource development and employee training By communicating more specific usage methods and appeal to users who are comparing products, you can aim for sales promotion.
Workshop An event for multiple people to learn through experience Customer experiences can be used to improve and market products and services,
allowing customers to gain a deeper understanding of the products and services.
User Networking Event An event that encourages interaction between potential customers by providing a forum for exchanging business cards and information. By exchanging information between customers and strengthening their connections, it leads to increased loyalty for your products and services.
There are many other events for different industries,


Since the basic goal of "getting people interested in the company (individual)" is common to all, the content presented here can be easily applied to attracting people to events in other industries as well.


Should you hold your event online or offline?

In conclusion, both have their advantages and disadvantages, so we recommend using one of them depending on the situation.

The content of an event will vary greatly depending on whether it is online or offline.


Let's understand the characteristics of each and decide which one to use.

Let's take a look at the characteristics of both online and offline.

merit Disadvantages
online ・Low cost
・Unlimited number of participants
・You can participate from anywhere as long as you have a connection ・It is harder to get a sense of unity than in real life
. ・A good communication environment is required
. ・Depending on the device,
the screen is hard to see.
off-line ・It is easy to create a sense of unity
. ・Spontaneous communication is likely to occur between participants
. ・Information is conveyed through the five senses, so it has a high communicative power. ・It can be expensive
・There is a limit to the number of participants
・It is difficult to participate if it is too far away
The appeal of online is


Since there are no location restrictions, it is unlikely that people will be unable to participate due to the number of people or distance.

Therefore, it is easy to hold even a small number of events, and one of the characteristics of online events is that "anyone can get started easily."


On the other hand, offline

Being able to experience the event with all five senses and the sense of unity felt on site will greatly impact satisfaction with the event.

Use different methods depending on the type of event and find the one that suits your company.



Things to keep in mind when planning an event

First, we will explain what you should keep in mind when planning an event to attract people.

There is a framework called "6W2H" that can be used during the planning stage.

The following items apply:

Why Purpose of the event
Who Who will we work with and who is responsible?
Whom Who do you want to participate?
What What will the content of the event be?
When What date and time will the event be held?
Where Accessibility, offline or online?
How How to proceed with the event
How much How much will it cost to hold an event?
I will explain each one.



Why: The purpose of the event

For events led by a company, we recommend setting a "final goal (KGI)", "final goal evaluation criteria (KPI)", and "KPI evaluation criteria (conversion)".


KGI (Key Goal Indicator)
KGI refers to the "final goal" and is a specific goal setting.

For example, if you are trying to attract people to an event,


Examples include "Get customers interested in our company and acquire 1,000 new customers in one year" and "Upsell and cross-sell to existing customers and achieve sales of 100 million yen in one year."