Post-Pandemic Event Checklist: Audience-Centric Innovation and Messaging

The COVID-19 pandemic has had a lasting impact on events, whether they take place online, in the real world, or as a hybrid of both. To effectively design an event, planners must focus on their audience and use insights to create experiences that drive engagement, impact, legacy, and behavior change.

Considering the implications of the latest government guidance and societal implications of reopened sectors is key to finding ways to innovate in both physical and virtual event spaces. When thinking about event planning post-pandemic, it's important to prioritize people first. Identifying personas and applying audience segmentation will help understand attendees' experiences, behaviors, goals, and needs.

Finally, defining event objectives and messaging based on the answers to the questions from stages 1 & 2 will help create a successful event. By using elements such as demographics, psychographics, behavioral, and geographical data as an additional filter, planners can build the foundation of the event plan.