What makes a successful event in the Middle East?

A few people have been asking me about what makes a successful event in the Middle East. Now this is a very broad question to have answered. There are so many internal and external factors that need to be considered when it comes to this question. Not only internal and external events, there is also the style of event that needs to be considered. Some things to consider as an Event Manager or Company wanting to put an event on is the following... 

1. Your Brand - The event industry may seem to be about the flashiest, biggest and best event possible to your budget. This however is so far from the truth when it comes to the first steps of an event. You need to consider what type of event is best suited to your need and brand. For example Dubai Petroleum would put on a conference or perhaps something around fitness or health and well being. They would not put on massive concert bring over say Lady Gaga... as this is not on brand. Another example ... when your opening the JW Marriott Marquis Dubai, you would use Justin Beiber for example as it does not match the clean, crisp, classy and professional image of JW Marriott Marquis. 

2. Your Target Audience - Once you have decided the type of event will best suit your need and brand. You then need to research what or who your target audience is. Now if this is an internal event it can be a very simple answer. However should it be an external event, then you need to look to the purpose of this event... albeit a product launch for example. As the event manager you would look to the product and work out who your target audience is, age and demographic. 

3. Product or give away - Unfortunately with the Middle East, giveaways or prizes at event have become so ingrained in what people have come to expect. The likelihood of this changing is very slim but it can be managed. This is something that you and your team will need to manage and not simply pass out but make them do something to achieve the prize. This could be something as simple as registering your details or event playing a game. Always remember that your audience and people visiting the stand are very intelligent and wont fall for giving their details easily. 

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4. The Event Results - Finally you need to consider what it is that you want to achieve from this event. Make sure that whatever that result is, it is measurable. Every event should be an investment and not simply a money burning exercise. Its all about spending money to make money and not spending it to simply spend it. 

At the end of the day there are so many different factors that make an event a success. These 4 items are some of the most integral parts of a good event. If you can get your head around these points, then you will most definitely be on the way to a great event.