Terkadang kita langsung fokus mendesign Event Concept sekreatif mungkin.
Tanpa memahami Tujuan Event & Target Audience, hasil tidak akan optimal.
Karena itu kita akan membahas pentingnya Strategic Concept.
Apa yang membuat sebuah event concept menjadi strategis?
Yuk hadiri FREE event ini & mari belajar bersama:
1) Elemen utama event concept
2) Design concept yg kreatif
3) Monetisasi event concept
Sehingga concept kita dapat digunakan berulang & terus menghasilkan.
Register at https://bit.ly/LLEC20235 & tonton recording nya =)
2. 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. #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.”
12. 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
13. 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
16. 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!
18. 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
19. Element #2: Event Type
Festival & Celebration: Merayakan sesuatu, anniversary/hari baru
Fokus ke sejarah, makna, & tradisi/ritual
20. 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
22. Element #2: Event Type
Talk & Conference: Mengedukasi mengenai suatu topik (awareness)
• Solo presentation
• Talk show
• Panel discussion
• Debate
• Open mike
• Unconference
23. Element #2: Event Type
Class & Workshop: Mengajarkan bagaimana (how-to) step-by-step
Untuk audience dengan kebutuhan spesifik (awareness)
24. 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
25. 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?”
26. 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
27. Element #2: Event Type
Tour & Trip: Menunjukan suatu tempat, fasilitas atau destinasi
• Pabrik/Kantor
• Event venue
• Destinasi wisata
• Study tour
Agroecology
28. Element #2: Event Type
Exhibition & Fair: Menunjukan hasil karya kepada audience
• Consumer (B2C)
• Industry (B2B)
• Combination
29. Element #2: Event Type
Competition & Games: Memilih yang terbaik (award + recognition):
• Recruitment
• Contract
• Idea adoption
• Investment
37. Hybrid Format
• 2x Attendee (content) experience
• Dynamic view for virtual
Not just record
live event
38. Hybrid Format
3x Attendee (contact) experience
• Between in-person
• Between virtual
• In-person & virtual
39. 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)
40. 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
41. 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
42. 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…)
44. 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
45. 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
46. 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?