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You have an idea for an event and you want to be sure people will show interest and buy tickets for it. The early developmental stage of the event is all about identifying these main aspects: The Why, Who, Where, And When of the Event Why are you organizing this event? Organizing any event should always be based on the premise that someone out there needs such an event and wants to attend one. So the first question should always be - Is there a market for this event? If the idea is relevant and interesting, chances are people will show up - the answer to the next question should tell you if the event will actually sell. Who is this event for? It is really, really important to identify who your event is suitable for. This is key to understanding what their expectations and needs are going to be. Solid knowledge of your target audience will be a major factor at nearly every consequent stage of organizing and managing the event. Every true event professional knows that people are the real measure of success, not profits, that is why we have dedicated a whole chapter on ‘How to Know Your Event Audience and Why You Need to’ (Chapter 3). Where will the event take place? Choosing the venue can present the first actual stumbling block on your way to organizing the event on a zero budget. While not an insurmountable challenge, we still think it requires a more detailed analysis and we’ll touch on the subject further in the book. When will the event be held? The date and the duration of the event are no trivial matters. First of all, make sure is that you’ve given yourself enough time to actually organize the event. Then there are a few things you need to consider when choosing a date for your event: • are there any similar events on or around that date? • can you negotiate for the venue to be free at that date and time? • are the performers (speakers, artists, acts) that you’re inviting available in that period? Event Content is Still King Whether you’re organizing a concert, conference, or a social get-together, content is what’s going to bring people aboard. It goes without saying that this is a key area you need to put a lot of effort in. Your content will be the deciding factor when trying to negotiate partnerships, sponsorships, catering, media coverage, and so on. The stronger the content, the easier it will be to arrange the free stuff. Here are a few QuickTips that will always help when developing your content: • Have a consistent theme. • Align the content with your audience. • Your aim should be to exceed participant expectations. • Extra flexibility with the content when on a zero budget is a must.

The more time you spend on solid preparation the better the results are going to be, always. Refining and then polishing your concept will always result in more sales, a better participant experience, easier customer retention and an excellent brand image. People at the event can always tell if you’ve put a fair amount of effort in organizing it or if you just decided to throw a quick event for some easy money.

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