Creating a Successful Event Concept: a OMClub Study

As an event agency, our primary focus revolves around curating distinctive and memorable experiences for our clients while offering unwavering support for their projects and visions. Beyond our core agency activities, we orchestrate gatherings for over 5,000 participants annually at our signature events. It’s not just a part of the job; it’s an opportunity for us to step into the role of organizers ourselves periodically. This shift in perspective yields several advantages for event planners, and here are the key benefits we find particularly valuable and enlightening:

• Broadening the Wealth of Experience: Embracing a change in perspective allows us to garner fresh insights and a more profound understanding of the challenges and intricacies inherent in on-site processes.
• Understanding Customer Needs: Our firsthand experience as event organizers equips us with a heightened ability to empathize with our clients. Whether it’s an internal or external project, this perspective enables us to see through the eyes of both participants and organizers, enhancing our service to clients.
• Promoting Creativity: Taking charge of our events empowers our agency to explore innovative solutions and experiment with novel formats, elements, and ideas. This hands-on approach fosters our creativity and bolsters our innovative prowess.
• Developing a Successful Event Concept: Direct involvement as event organizers sharpens our skills in crafting successful event concepts. Confronting on-site challenges and immersing ourselves in the dynamics of the event provides invaluable insights into the elements that truly define a successful gathering. These insights not only guide our advice to clients but also contribute to refining future concepts, ensuring a deep understanding of the target audience’s needs, and fostering innovative approaches.

Today, our focus centers on the crucial aspect of developing a Successful Event Concept. Frequently, following our events, we field a recurring question: “How did you manage to orchestrate such a unique event?” Our straightforward response: “Through a meticulously crafted event concept and an exceptional team!” But before we delve into the intricacies, let’s rewind a bit.

Our most recent foray into event organization wasn’t too long ago. On September 20, 2023, we brought the OMClub to life. This event stands out like no other, thanks to a meticulously crafted event concept that leaves no detail overlooked. After all, a well-conceived event concept is paramount in ensuring that your event stands out as a unique and unforgettable experience, leaving a lasting impression.

For those unfamiliar with the OMClub and curious about why an event concept is indispensable for such an event, here’s a brief overview: OMClub is THE after-party that takes place once a year as part of the digital marketing trade fair dmexco on the evening of the first day of the fair. The event is considered one of the most popular after-show parties at dmexco and offers a unique opportunity for around 3,000+ visitors to network and celebrate. What makes the OMClub so special is its informal and relaxed atmosphere, the many different areas to explore, the cool live acts and surprises as well as the unique event concept and motto. The OMClub is more than just a party and for us as event organizers a prime example of an event that is highly complex, combining many event components and services offered by us.

This blog article aims to discuss our perspective on what constitutes an event concept, its relevance, and the key elements essential for a successful event concept. We will use the OMClub project as a tangible example throughout our discussion.

What exactly is an event concept?

An event concept serves as the foundational blueprint from which the entire event design springs to life. It encompasses the objectives you aim to achieve with your event, the strategies to realize these goals, and the key stakeholders involved in the event. Moreover, it elucidates the event’s logistical details, addressing where, when, how, and for how long the event will unfold, along with an estimate of the associated costs. Functioning as both an overview and a roadmap, the event concept guides the stages of event planning, execution, and post-event evaluation. Beyond answering the fundamental “W” questions, it also integrates creative elements that enhance the overall experience of your event.

When do I start developing my event concept?

Hence, it is prudent to commence the development of the event concept well in advance. Determining the precise number of months or weeks ahead to initiate this process isn’t a one-size-fits-all equation. The optimal timing for crafting the event concept and its depth depends on the scale and nature of the event. For more expansive and extraordinary events, initiating concrete planning and engaging all stakeholders early on is recommended.

The 10 key points of an event concept:

1- The factsheet:

Before you start planning any event and even before you draft the event concept, it’s imperative to gather and document all key data. This overview serves as a valuable reference, ensuring that all data and information remain readily accessible throughout the event concept creation process. Beyond fundamental details such as location, time, event type, participants, and budget, it is essential to include considerations for aspects like staffing, catering, infrastructure, and associated costs. This holistic approach ensures a well-rounded and well-informed event concept.

These questions can help you set up your briefing sheet:

• What is the goal of your event?
• Who should your event appeal to?
• What kind of event should it be?
• When and where should your event take place?
• Who should attend your event?
• How will your target group find out about your event?
• How and where should your event be communicated in general?
• How much should your event cost?
• How will the costs of your event be covered?
• Who will realize your event?
• How will you organize your event?
• What does the catering look like?
• How will the goods and staff get to your event?
• What needs to be available / set up on-site?
• What is special about your event?

2- The objective of your event: What do you want to achieve?

Many events encounter setbacks because the event objectives lack thorough pre-planning. The triumph of your event depends on the clarity of your vision and a well-defined understanding of what you intend to achieve.

Let’s use the example of the OMClub to illustrate this. At OMClub, our aspirations extend beyond merely orchestrating a fun party, given the abundance of such events. Each year, we deliberate on the lasting impressions we want our guests to carry with them. Our objective is clear: to host the most extraordinary after-party of the year—one that becomes the talk of the town, not only leading up to the event but also for weeks thereafter. For every OMClub gathering, our aim is distinctiveness, aiming to captivate sponsors and attendees alike with unprecedented elements.

These aspirations represent the qualitative dimension of our goals. Yet, alongside these aspects, every organizer grapples with quantitative objectives, including attracting new customers, boosting sales, and heightening brand awareness. Thoroughly defining both qualitative and quantitative goals is paramount for event success.

3- Target group analysis: focus on your participants

Understanding your target audience is as crucial as knowing your objectives. Crafting a successful event concept that aligns with the expectations and needs of your audience necessitates a deep understanding of who they are. Identifying the various segments within your target audience, their relationship with your company, product/service, and strategizing how to pique their interest and reach them are essential considerations.

At OMClub, our target group is divided into two groups of people: Participants and sponsors of the event. This means that, depending on the type of event, delving into the specifics of participant knowledge is just as critical as understanding the unique needs and expectations of our stakeholders. Recognizing areas of shared expectations and pinpointing individual needs becomes pivotal.

The OMClub, being one of the most intricate events organized by PIRATEx, entails a diverse and demanding target audience. The emotional attachment to the event amplifies expectations, compelling us to scrutinize every detail meticulously and continually challenge ourselves. While pleasing everyone is a formidable task, the objective remains to achieve maximum satisfaction among participants and sponsors. To accomplish this, a precise understanding of our target audience is paramount: Who are the participants, and what are their expectations, goals, and desires?

4- Storyline: Give your event a common thread

To craft a captivating narrative tailored to your event, the very first thing you should consider is what message/story you want to tell. A compelling storyline is the connecting element that brings together the different aspects of an event. It creates a narrative structure that guides participants through the event and provides them with a common thread. This storyline manifests in the selection of topics, content, motto, design elements, and communication. A meticulously planned storyline adds an extra layer to your event, creating an unforgettable experience. Incorporating the storyline into invitations, mailings, marketing efforts, and the event website generates anticipation and curiosity among participants in advance.

We convey the storyline of the OMClub through two elements: a creative motto and visuals. Every year, we think about which world we want to take our participants into this time. Each year, we meticulously select a theme that transports participants into a distinct world—be it the Roaring Twenties or Alice’s Wonderland. The goal is to make this theme tangible for participants from the moment they step into the venue. Utilizing creative elements, visual and acoustic effects, artists, action elements, and more, we immerse participants in an alternate reality for the evening. Beyond the actively experienced elements, we share our story on social media platforms leading up to the event, building curiosity and excitement among participants about what awaits them.

5- Budget: Creating the financial foundations

Developing a practical budget plan is paramount for the success of any event. Within the event concept, the budget encompasses all financial elements, ranging from fixed costs like venue rental, technical equipment, and catering to variable expenses such as marketing, printing for advertising materials, and fees for speakers or entertainers. Detailing the budget items and making realistic estimates are crucial steps. Allocating space for unforeseen expenses is also essential to steer clear of financial surprises. A transparent breakdown of income sources—be it from ticket sales, sponsorships, or other funding avenues—ensures a balanced overall budget. Continuous monitoring and adjustments, if necessary, during the planning and execution phases are vital.

Transparent financial management not only averts bottlenecks but also facilitates a more informed evaluation of the event’s profitability. A successful event concept, therefore, not only incorporates creative and organizational elements but also establishes a robust financial foundation for event success.

When planning the OMClub, we always rely on a comprehensive budget plan. Given that the OMClub’s funding is exclusively derived from ticket packages sold to sponsors, constant scrutiny of income and expenditure is integral to ensuring economic alignment with the event objectives.

6- The right event location: finding the right setting

The choice of event location is more than just a logistical decision. A successful event concept includes a precise description of the location, including the rooms, technical equipment and other infrastructural details that shape the character of the event.

When choosing your event location, you can refer back to the briefing you created previously. Assess whether the location aligns with the event type, can accommodate the expected number of participants, is easily accessible, and aligns with the budget constraints. When selecting an event location, you should also make sure that it fits your storyline and your target group.

To plan the participant journey effectively on-site, a comprehensive understanding of the location’s layout is essential. Creating a true-to-scale site plan, and mapping out accreditation areas, stages, networking spaces, etc., is recommended. This plan can also be shared with all staff on the day of the event to provide a clear overview of the site.

In the quest for the ideal location for the OMClub, our focus extends beyond cost considerations. We prioritize two key factors. Firstly. Is the size and layout suitable for the OMClub with its many different areas? Secondly, does the location match our storyline? Because implementing a colorful and cheerful theme in a predominantly dark location doesn’t fit together and would be unnecessarily complicated.

7- Unique selling point: make your event something special

Think about what sets your event apart and how it can distinguish itself from similar gatherings. It’s time to define the USP—Unique Selling Proposition or Unique Selling Point—of your event. The USP is the core of what makes your event special and sets it apart from others.

With your previously defined goal in mind, you should now think about how you can achieve this goal creatively and innovatively.  Whether you opt for an innovative program design, use modern technologies, or actively involve your participants in the event, you can give your event a distinctive touch. The choice of an unusual location or a special staging can also be developed as a USP.

The USP defining the essence of the OMClub lies in being the most extraordinary and unconventional party at dmexco. Each year, it surprises afresh, bringing together a substantial number of marketing decision-makers in a fantastical realm.

8- Project & schedule: Ensuring a smooth process with structure

Have you ever found yourself in a project where you realized you started too late, forcing you to abandon your schedule and rush to finish just in time under immense stress? To avoid this situation when planning and organizing your event, you should create a well-thought-out and elaborate project plan as part of your event concept. This plan outlines the tasks that need completion throughout the planning process, specifying deadlines and responsible parties. Additionally, milestones are marked in the project plan, offering a staged view of the project with verifiable interim goals. This not only facilitates effective planning but also allows for easy monitoring of project progress.

We recommend drawing up a timetable for the day of the event itself. It defines the course of the event in minutes. From registration and presentations to breaks and networking phases – a structured schedule ensures that everything runs smoothly and enables participants to get the most out of the event.

A good project plan enables us to keep track of upcoming tasks at OMClub and not miss deadlines. Given the extensive team involved in OMClub, the project plan provides clarity on individual responsibilities. Each year, we meticulously devise a precise schedule for the event day, as every aspect is meticulously timed—from setup and admission to the grand opening of the main hall.

9 – Marketing and communication: Contribute to the success of your event in advance

The marketing and advertising strategy constitute pivotal elements of a successful event concept. Beyond merely grabbing attention, it’s about precisely targeting the audience and cultivating a positive expectation.

The earlier target group analysis within the event concept yields valuable insights for tailored communication. The selection of communication channels—whether through social media, email marketing, print media, or personal invitations—should align with the preferences and habits of the target audience. A clear and engaging message that underscores the benefits and highlights of the event is paramount. Commencing marketing and advertising efforts early establishes a consistent presence. Targeted announcements, teasers and regular updates can keep potential attendees informed in the weeks or months leading up to the event. In addition, a strong online presence and interaction with your target audience on social media will allow you to build a community around your event.

Over the years, we have built an extremely active and enthusiastic community for the OMClub as part of our marketing and communication activities. Months before the actual event takes place, we use our social media channels to inform our community about the latest developments and create anticipation with exciting information and news. Through targeted marketing campaigns, we regularly manage to create a lot of hype around our activities and the event itself. Our comprehensive marketing and advertising concept makes a significant contribution to increasing the visibility of the OMClub.

10- Evaluation: Measuring success and collecting feedback

Planning does not end on the day of the event. A successful event concept includes criteria for evaluating the success of your event and mechanisms for collecting feedback from your participants. You should therefore define clear evaluation criteria during the creation of your event concept. These criteria can be diverse and range from quantitative data such as participant numbers and ticket sales to qualitative aspects such as the satisfaction of your participants, the achievement of your event goals, and the quality of the content provided.

The direct opinion of the participants is invaluable. After the event, you should send out targeted feedback forms to your participants. It is important not only to collect general feedback but also to ask specific questions about the various aspects of the event, e.g. the presentations, the venue, the catering, the organization and the overall experience.

Evaluation is crucial for learning lessons and improving future events and is an essential step that should be taken after the conclusion of your event.

After each OMClub, we send a feedback form directly to each of our participants the next day. The data obtained from this helps us to identify the strengths and weaknesses of the event. In particular, problems or suggestions for improvement expressed by our participants serve as valuable input for the optimization of future OMClubs.

The Bottom Line:

For event organizers, a well-thought-out event concept is not only a necessity but the key to success. It not only enables the creation of unique experiences but also serves as a strategic guide to define clear objectives, target the audience and use financial resources efficiently.

From clearly defining the objectives and knowing the target audience to creatively designing a compelling storyline, every element of an event concept contributes to making an event unforgettable.

A look at OMClub illustrates how a solid concept can make the difference between an ordinary party and an extraordinary event. Careful planning of budget, location and marketing strategy, coupled with a unique selling point, creates the basis for success.

An event concept is not just a roadmap for the organization, but the crucial aspect that ultimately sets your event apart from others and makes it a lasting experience for your participants and stakeholders. A successful event concept is the key to creating unforgettable moments and events. And we can help you with developing one.

Written by:

Miriam Limbach
PIRATEx Sales Manager