Membuat Event Concept
yang Strategis
Jumat, 31 Mar 2023
Mike (LiveLife)

Rules of the Game
• Untuk hasil optimal, silahkan partisipasi
• Jangan langsung percaya & tanyakan ‘Why?’
• Tulis ‘aha!’, komen & pertanyaan
• Recoding + PPT akan di share, focus saja =)
• Let’s become a great storyteller!
ahahaha!

#3 Monetizing Event
#4 Nurturing Relationship
Mengenai
Mission: Memudahkan Event Design dengan Optimal Impact (ROI) :
#1 Improving Conversion
#2 Reducing Investment
#5 Developing Insight
“When we have a Great Defense,
Great Offense comes naturally.”

SMART Event Design
#1 Event (Talk & Meetup)
Memahami pentingnya…
#2 Workshop (DIY)
Belajar bagaimana…
#3 Consulting (DWY)
Optimasi bagaimana…
#4 Facilitation (DWY)
Dipandu bagaimana…
#5 Delivery (DFY)
Dibantu melakukan…
Mendesign Memorable
Attendee Experience (Apr)
Engaging Audience Pre &
Post-Event (Jun & Jul)
Optimizing Event
Partnership (May) &
Sponsorship (Aug)
Data & Insight
Assessment

Blog + Event (with Conceptor)

Event Strategy for 2023 Success (Dec 2022)
Konsep event kurang menarik/itu-itu saja

What is Event Concept?
Concept: “Abstract ideas/general notions that occur in
the mind, in speech, or in thought”
– Wikipedia
Abstract to Realist

Realist
Abstract

Creativity vs Strategy 1st?
127 registrants
50%
46%
4%

Strategy
Purposeful Spontaneous
Constraint Flexible
Scientific Artistic
Creativity

Quotes Peserta
“…yg utama objektif mengadakan event itu apa (event goal), kemudian
siapa peserta nya (target audience). Then our limitation.”
- Emilia Meliana
“…creative development step setelah event (product) profiling yg akan
jadi koridor, karena IMO tanpa koridor creativity menjadi terlalu luas
utk di explore hingga membuat mengurangi efektivitas kerja.’
- Yanuar Chandra

Benefit of Strategic Concept
• Focused investment on areas with most impact
• Measurable progress & result (SMART Goals)
• Content co-creation with team & partner
• Identified impact areas for Monetization
80-20 Rule

Kita (Planner)
Strategic Concept
Product-Market Fit
Internal stakeholders External stakeholders
Audience

Seberapa susah/mudah mendesign event concept yg kreatif?
61%
21%
18%
82% mengalami tantangan

Element #1: Key Message + Tone
• What should they Think about us?
• How it Feel to interact with you?
“Menarik, belum pernah kepikiran
yah. Nanti jadi pengen coba!”
Surprised Happy
Excited!

Plutchick’s
Wheel of
Emotions
Angry
Happy
Scared
Surprised
Sad
Disgusted

Film Genre
• Happy: Comedy/Feel-Good
• Surprised: Action
• Sad: Tragic Drama
• Scared: Horror
• Disgusted: Horror
• Angry: Tragic Drama
• Relaxed & grateful
• Looking forward to
• Moved to help the suffering
• Afraid of impending disaster
• Can’t believe what’s going on
• Upset with what’s going on
Feeling
Conscious Compulsive
Short-term
Long-term
Event Genre

Element #2: Event Type
Festival & Celebration: Merayakan sesuatu, anniversary/hari baru
Fokus ke sejarah, makna, & tradisi/ritual

Event apa yang tertua?
• Penyambutan & perayaan panen
• Sebelum agama apapun masuk
• Wiwitan: Ritual persembahan
sebelum panen padi di Jawa
• Makna: Bersyukur atas berkah padi
• Tradisi: Pimpinan doa oleh tetua di
sawah & memotong sebagian padi
sebagai tanda sudah siap dipanen
• Menghidangkan makanan
tradisional dibungkus daun
pisang/jati & makan bersama

Pelaku event saling belajar & kolaborasi
Ada yg tahu Event Organizer Day?

Element #2: Event Type
Talk & Conference: Mengedukasi mengenai suatu topik (awareness)
• Solo presentation
• Talk show
• Panel discussion
• Debate
• Open mike
• Unconference

Element #2: Event Type
Class & Workshop: Mengajarkan bagaimana (how-to) step-by-step
Untuk audience dengan kebutuhan spesifik (awareness)

Element #2: Event Type
Meeting & Gathering: Saling bertukar pendapat & masukan (diskusi)
Menghasilkan sesuatu Bersama: eg karya, keputusan
• Small group
• Participation
• Interactive
• Networking
• Meeting minutes
• CTA/To-do-list
Perlu fasilitator agar peserta berpartisipasi

Group Breakout (~10 min)
Butuh fasilitator agar peserta saling bertukar pendapat & masukan
• Creativity vs Strategy
• Key Message + Tone
• Event Format & Type
• Time + Duration + Occasion
• Repurpose & Monetize
Pastikan terjadi percakapan, tanyakan:
“Apa pendapat kamu?” | “Bagian mana ‘aha’ moment?” | “Ceritakan
pengalaman/masukan nya” | “Apa yg rencana di impementasikan?”

Element #2: Event Type
Performance & Show: Menunjukan langsung di hadapan audience
• Konser musik
• Dance & theater
• Stand up comedy
• Fashion show
• Product demo
Stage
& Decor
Light & music
Fashion & makeup

Element #2: Event Type
Tour & Trip: Menunjukan suatu tempat, fasilitas atau destinasi
• Pabrik/Kantor
• Event venue
• Destinasi wisata
• Study tour
Agroecology

Element #2: Event Type
Exhibition & Fair: Menunjukan hasil karya kepada audience
• Consumer (B2C)
• Industry (B2B)
• Combination

Element #2: Event Type
Competition & Games: Memilih yang terbaik (award + recognition):
• Recruitment
• Contract
• Idea adoption
• Investment

Competition for Event Project & Sponsorship

Participation Level
• Absorb: Audience hanya menonton event (pasif)
• Engage: Audience berpartisipasi langsung (aktif)
• Mengikuti talent, tepok tangan + cheer + aha, menanyakan, vote, post
• Immerse: Audience menjadi bagian event/partner
• Celebration: Potluck (membawa makanan untuk share)
• Talk + Workshop + Meeting: Share pengalaman/masukan
• Performance + Competition: Menjadi performer/peserta
• Exhibition & Tour: Rekomendasi exhibitor/kegiatan
• Menjadi fasilitator!

SXSW Panel Picker: Session Proposal & Voting

Element #3: Event Format
• In-person: Contact
• Virtual: Content
• Hybrid

The Future of Events, Experience & Learning #3

Hybrid Format
• 2x Attendee (content) experience
• Dynamic view for virtual
Not just record
live event

Hybrid Format
3x Attendee (contact) experience
• Between in-person
• Between virtual
• In-person & virtual

Different Attendee Interaction
“Hybrid gatherings are NOT one gathering—they’re three.
There’s the experience of the people in the room together.
There’s the virtual experience.
And then there’s the mix of those people interacting.
You need to acknowledge that people are living in
different realities.”
- Priya Parker (The Art of Gathering)

Element #4: Time (Hari & Jam)
• Kecuali internal, hindari Senin
• Kecuali leisure, hindari Harpitnas
• Hindari waktu sholat, terutama Jumat
• Pastikan tidak ada event besar & competitor
• Untuk meeting & workshop, ideal pagi hari
• Tanyakan peserta + observasi + analyze data

Element #4: Duration
Pre + Post-Event
• Workshop + Meeting need prep (pre-event)
• Need follow up (CTA) to measure success
In-Event
• Arrival + Leaving: Hasten | Maintain | Linger
• In-Event: Interactivity every 20 mins

Element #4: Occasion
• Find a relevant national celebration
• If none, find an international event
• If none, create your-own special day
• Collab with relevant event (Road to…)

Element #4: Occasion

1) Combination:
• Message Tone: eg Surprised x Happy
• Event Type: eg Tour x Competition
• Format: Hybrid (virtual x in-person)
• Time: Singapore F1 (1st night race)
Strategic Creative Concept

2) Constraint: eg limited budget, thus venue & promo partnership
“Necessity is the mother of all invention.”
3) Context: Find creative ideas in similar event type.
Make sure attendees know about award nominees.
Strategic Creative Concept

Strategic Creative Concept
4) Contrast: Apa asumsi yg dibuat? Bagaimana jika kita merubahnya?
Asumsi #1: Kita harus deliver event concept untuk dibayar.
Bagaimana jika kita dibayar untuk mendesign concept?
Asumsi #2: Concept yg digunakan client hanya bisa dipakai sekali.
Bagaimana jika dapat repurpose lagi untuk complimentary product +
inter-brand collaboration?
Asumsi #3: Concept mubazir jika tidak menang bidding.
Bagaimana jika repurpose untuk complimentary product / competitor?

Event concept pernah dicuri?
37%
33%
18%
12%
67% pernah dicuri

Dicuri oleh siapa?

Pernah memakai ulang konsep?
39%
22%
19%
15%
5%
85% Repurpose concept

Pernah memasarkan konsep ke brand/planner lain?
9%
34%
15%
20%
22%
76% Belum mencoba!

Event-Concept Repurposing
Eventhusiast Eventhusiast
Event planner PWBI student (MICE)
#1

Event-Concept Repurposing
Hotel marketing Student (MICE)
Event planner (3rd party) Event planner

Event planner Event planner
Event-Concept Repurposing
Event planner Event planner
#2

Event-Concept Repurposing
Event planner Event planner
Event planner
Student (MICE)

Event-Concept Repurposing #3
Event planner Event planner
Event planner
Event planner

AmazinGrace
Repurpose-able Concept by changing:
• Purpose: CTA
• Audience: Kids
• Theme/topic: Save the ocean
• Key message: Stop littering
• Tone: Fun & playful
• Talent: Rian as game master
• Venue: Rumah Kerang
• Time: Sat morning - late noon
• Partner: Relasi Diri (fundraising)
• Monetization: Fund rising via Kitabisa -> Corporate CSR
(Event Concept IP)

Event Concept (IP) Marketplace

Group Breakout (10”) + Q&A
Balik untuk mendapatkan access:
• Video recording
• PPT slide
• FREE consultation
• Partnership
• Join komunitas:
SMART Event Designer
• Next event invite

Summary & Feedback: bit.ly/LLEC20235ff
• Creativity vs Strategy
• Key Message + Tone
• Event Format & Type
• Time + Duration + Occasion
• Repurpose & Monetize (IP)