Questions Event Strategists Ask

We asked event strategists what questions they typically ask their clients and stakeholders before they begin asking logistical questions. Here’s what they shared:

If you have a strategic question you think should be added to this list, email us at info@event-strategist.net.

• Why are you meeting?
• What goal, challenge, or problem is your event trying to address?
• What are your business goals for this meeting or event?
• What are your meeting objectives for this meeting or event?
• Who is the target audience?
• Who else might need to be there?
• Who are the key stakeholders or decision-makers?
• What are their roles and responsibilities?
• What is the ‘culture’ of this group? (beliefs, customs, habits, norms)
• What has been the structure of the meeting?
• Describe the typical beginning, middle, and end.
• What has been the format of the meeting or event? (fixed agenda, open- or user-driven agenda, information sharing, skill-building, lecture-driven, participant-centric, etc.)
• What do you want participants to know/do/think/feel as a result of attending this meeting or event?
• How did you determine whether your previous meetings or events were successful?
• How will you know if this meeting or event is successful?
• What worked in the past?
• What, specifically, would you like to improve?
• Who is responsible for your meeting or event content?

Not all of these questions need to be asked of your clients or event stakeholders. The most critical ones are those that help identify the business goals and event objectives. The answers to those questions provide the criteria by which you measure the success of your event.

Event strategists always ask these questions before asking other, logistic-type questions like when, where and how many people? Logistical questions are important, but not more important than why you’re meeting.