As with any marketing channel, live experiences and events should be tracked and measured, and evaluated for inclusion in your marketing mix. If the answer to why you invest in an event is “that’s what we’ve always done,” it’s likely time to implement our recommended approach to portfolio planning.

Optimizing Your Event Portfolio Illustrates a five-step approach to portfolio planning, with actionable call-outs that will enable you to prioritize the events that deliver against your defined KPIs. Steps include:

• How to conduct a discovery session to define objectives and your target audience profile(s)
• Criteria you can use to evaluate and prioritize the events currently in your portfolio 
• Best practices to implement your strategy and measure results