First 90 Days of the Project

A Chief Events Officer/ SVP of Events/CMO plays a critical role in planning, managing, and executing events to achieve specific marketing and business goals. In the first 90 days of their tenure, conducting several marketing assessments to understand the current state of the company's event marketing efforts and to formulate a strategic plan for improvement is key. Here are some key marketing assessments to undertake during this initial period:

1. Event Portfolio Review:

   • Evaluate the company's existing events, including their types, sizes, and objectives.

   • Assess the historical performance of these events in terms of ROI, attendee satisfaction, and other relevant KPIs.

2. Audience and Persona Analysis:

   • Analyze the target audience for each event and refine or update customer personas if necessary.

   • Understand the needs, preferences, and pain points of the target audience segments.

3. Competitive Analysis:

   • Research and analyze competitors' events and marketing strategies.

   • Identify gaps and opportunities for differentiation.

4. Budget and Resource Assessment:

   • Review the event marketing budget and allocate resources effectively.

   • Identify cost-saving opportunities and allocate budget to high-impact areas.

5. Technology Stack Evaluation:

   • Assess the technology tools and software being used for event management, ticketing, registration, and marketing automation.

   • Ensure that the current technology stack supports the company's goals and scalability.

6. Content Strategy Analysis:

   • Evaluate the content strategy for events, including keynote speakers, breakout sessions, workshops, and other content offerings.

   • Determine if the content aligns with the company's marketing objectives and audience interests.

7. Sponsorship and Partnership Opportunities:

   • Identify potential sponsors, exhibitors, and partners who can support events.

   • Evaluate the value proposition for sponsors and develop strategies to attract and retain them.

8. Measurement and Analytics Setup:

   • Ensure that proper metrics and KPIs are in place to measure the success of events.

   • Set up analytics tools to track the performance of marketing efforts.

9. Team Assessment:

   • Evaluate the skills and competencies of the event marketing team.

   • Identify training or hiring needs to fill skill gaps if necessary.

10. Stakeholder Engagement:

    • Engage with internal and external stakeholders, including sales, marketing, and key partners, to gather input and align on goals.

11. Legal and Compliance Review:

    • Ensure that all event marketing activities comply with relevant regulations and legal requirements, including data protection laws.

12. SWOT Analysis:

    • Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for the event marketing function.

Once these assessments are complete, the CEO can use the insights gained to develop a comprehensive event marketing strategy and plan for the future. This plan should address key findings, set clear objectives, outline the tactics and campaigns to achieve those objectives, and establish a timeline for execution. Regular monitoring and adaptation will be crucial to ensure the success of the events and the overall marketing strategy.