Why Event Strategy Matters for Long-Term Business Success

In today’s competitive business world, events are more than just gatherings—they’re powerful tools to build connections, engage audiences, and reinforce your brand. But the true value of events comes from having a long-term strategy that aligns with your business goals. Instead of treating each event as a one-off, developing a cohesive event strategy can deliver sustained benefits, including a stronger community, deeper engagement, and increased brand presence over time.

Building a Loyal Community

A well-crafted event strategy helps foster a loyal community around your brand. Consistent, high-quality events create anticipation and encourage ongoing participation. Whether it’s a flagship annual conference or smaller quarterly workshops, having a series of touchpoints ensures that your audience remains engaged with your business. By connecting regularly, you can build trust, loyalty, and meaningful relationships with clients, partners, and even employees.

Increasing Audience Engagement

An event strategy enables deeper audience engagement before, during, and after your events. Pre-event campaigns create excitement, while on-site personalisation and post-event follow-ups keep attendees actively involved. With each event, engagement builds, leading to stronger relationships with your audience.

Reinforcing Brand Presence

Events are immersive brand experiences that can significantly reinforce your company’s presence in the market. A strategic approach to events ensures consistent messaging and brand representation, helping position your company as a leader in its field. Regularly hosting well-planned events keeps your brand top-of-mind and enhances brand equity.

Maximising ROI

A long-term event strategy ensures that each event contributes to your broader business objectives. Whether your goal is lead generation, customer retention, or brand visibility, strategic planning maximises ROI by aligning each event with measurable outcomes. By consistently improving and refining your event approach, you enhance your returns over time.

Investing in a long-term event strategy is key to ensuring that your efforts lead to sustainable growth. By building a loyal community, increasing engagement, reinforcing your brand, and maximising ROI, a strategic approach to events helps drive long-term success. At Serenity London, we specialise in helping companies develop event strategies that deliver lasting results. Let’s work together to elevate your events and achieve your goals.

Thoughts on Studying Events Management at University

When choosing a course at university, I had to think about what I wished to have achieved by the end of my course. The answer was securing a graduate job, which would bring me the feeling of satisfaction and make me financially stable. Organising events and seeing them come to life is what gives me the most satisfaction, so it was easy to chose this course among so many others.

When studying Event Management, I learned a lot about policies, documentation needed and the processes of professional organisation of events. It became obvious, that managing events is not an easy job and requires a lot of resilience against stress under all circumstances. Although it is a stressful environment, the feeling of accomplishment that comes with watching your event come to life is one of the most rewarding aspects of this industry.

Studying Event Management also increases employability. Before starting my course, I thought maybe I could land a job in this industry without studying for three years. But the more I looked at entry-level job advertisements, the clearer it became that a degree would be essential if I wanted to pursue a career in professional events.

So, this course can be the most satisfying thing in the world and help you to secure a well-paid job, but it can also be very stressful! Great stress management is therefore a useful skill to have before starting this course. And remember - do not be afraid to ask for help :)

Meg

The Event Trend of 2019!

Hello and welcome to the Serenity Blog if this is your first time visiting us. We have been super quiet this year but it ends here. We are back like we never left and better than ever! The Serenity Blog is a space covering all things events, hospitality and lifestyle with honest opinions and findings and hopefully an easy read for you all.

Jumping straight into today’s blog, I am sure you are all expecting me to discuss a new design or decor trend that has developed over the last couple of months or even a type of event that everyone is hosting. For all of those who like to jump in on the trends this may disappoint you.
2019 has been the year of the 4 week turn around; yes your read correctly, we have had at least 70% of our clients this year enquiring for events within 3-5 weeks of their preferred event date.

Now we are not saying this is a terrible thing for us event planners although I can only speak on behalf of Serenity London however we thrive with working under pressure when we have clients who are ready to make decisions and get things done. The challenge we have found with short turn around clients is managing their expectations of availability.
We cannot express enough how busy our fantastic suppliers or London, Essex and Hertfordshire venue are throughout the year. The event season as it once was is no longer, venues are booked all year round for all types of events which means short turn around clients may not get their first venue of choice or the entertainment they hoped for due to the last minute enquiry.

Luckily this year we have always found a way to make our clients happy even if they did not get the venue they thought they wanted, we will always find a like for like or a better alternative.
Depending on the event we always suggest 7-12 months a great period of time to plan an event to ensure you get the Venue or Photographer of your choice.

We also strongly advise to those who are planning an event in a short turn around to follow these key points:

1. Avoid too many cooks in the kitchen.
   This applies to planning events in general, even more so when you are working in a short time frame. Having to many people involved without clear roles can cause more mayhem that results. We suggest hiring an event planner who will coordinate the mayhem and have direct contact with you.
   

2. Be open to suggestions
   This is key to get the ball rolling and the papers sign sealed and delivered.
   

3. Decisions Decisions
   Be prepared to make decisions promptly, time is everything. Taking 5 days to decide on the font of your invite is TIME WASTING when we have 3 weeks to plan an engagement party for 150 guests.
   

4. Is it too late?
   Although you may be planning an event in a short time, it is a waste of time messaging your event planner at 1am. We too tend to sleep and you may become anxious, concerned or frustrated waiting for a response.
   

5. Have a clear budget in mind
   This is important as it will help your event planner piece together your perfect event and minimise back and forth negotiations because elements are out of budget.

We hope this has been a little insightful read and prepares any readers planning an event to get their ducks in a row and check lists ready. Should you make the right decision and want to hire a reliable and trusted event planning we can be reached at events@serenitylondon.co.uk or weddings@serenitylondon.co.uk.

We look forward to hearing from you and seeing you back her soon!

S xo