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The 4 Ps of Online Events (Planning, Promotion, Production, and Post-Event)

December 28, 2022

Planning an event can be exhausting, even when you've done it a hundred times. That is why as an event planner, you need to do your research and implement the 4Ps of online events. This article will explore what those P's are and how you can use them to your advantage.

Planning Your Event – Keeping All the Details in Check 

When it comes to planning an event, there are basic steps you have to take first. Such steps include: 

  • Determine objectives

As an event planner, you have to ask yourself why you want to plan an event. What do you aim to achieve? Do you want to drive sales? Increase awareness for your brand. Get sponsors? Determine your objectives and set out your game plan. This helps speed up the planning process and moves every other stage along smoothly.

  • Build your team

It is important to have a team when planning an event, especially if it is large. When your team is in place, you can set up a project plan to guide the team. Designate roles early, so everyone knows what they are meant to do. You can also call for volunteers to increase the workforce. 

  • Create your budget

Another important step in planning your event is budgeting. As an event planner, you should estimate all your costs and map out a budget. This way, you avoid unnecessary setbacks when it comes to monetary issues. A budget also helps to guide how you spend. It also gives you a fair idea of what market prices are.

  • Brand your event

Your event should have a theme, a name, and other brand details. Branding your event sets the event's tone and communicates the concept you are trying to promote. The design of your event should reflect what your organization is all about. Attendees should find this design in every element of the event.

  • Choose an event partner

A partnership is a good way to reduce costs if you have a large event. Event partners are support systems to meet the same goal. So, you need to research any organization you are considering partnering with. When you choose your partner, choose an organization with similar objectives and experience creating similar events. With a partner like Performedia, creating virtual and hybrid events is seamless.

  • Get your tools ready

When planning an event, make sure to have all the necessary tools that you need ready. Each item you'll use to plan your event should be set in a specific place that is easily accessible. The arrangement of tools reduces disorganization and helps with the smooth flow of an event.

Promoting Your Event – Getting Yourself Out There! 

For an event to gain attention, it needs to be promoted. As an event planner, you need to get people to talk about your event. Below we will look at a few key points on how to promote your event:

  • Define your target audience

When you set out to promote your event, you have to first think of the target group of people that you want at your event. This might be a young demographic or professionals. Having a specific group of people in mind aids the content of your promo, as particular things appeal to particular groups of people.

  • Choose the right media

Social media is a powerful tool to use and promote your event. After defining your target audience, you need to choose the platform where you want to put your promo content. The platform you choose has to be right for your audience. Make sure to optimize all your social profiles to gain your desired attention.

  • Send the right message

With your audience defined and the media platform is chosen, the next step is the message. Certain kinds of content appeal to each audience; you have to find them. Ensure the content matches the event's theme, as you want to send the right message about your event.

Event Production – How To Wow Your Audience 

Production is a stage that boosts a show into an experience. It uses different techniques and technologies to create a lasting and unforgettable experience. Here are some tips for event production:

  • Engage your audience

As an event planner, you need to choose the right technology to facilitate audience engagement. You must create good content, have quality videos and form interactive breakout sessions to keep people entertained.

  • Capture attendee data

Attendees' data should be captured and utilized before, during, and after the event. During the event, data such as sessions attended, event engagement, and networking can be captured and analyzed for insights. 

  • Facilitate networking

Tools that help with networking should be included when planning your event. Your guests should network with one another no matter where they are located. They should make new connections while attending your event.

  • Work with your speakers

For your event to flow smoothly, every member of your crew has to be in sync. Especially your speakers. They need cues to know when to come in and when it's time for Q&A. You also need to guide them on how to do their presentations so interpreters can work well with them. This way, your event goes as planned.

  • Have a backup plan

Always have a contingency plan when planning for your event. A backup plan is necessary whether your event is in-person or online. Make sure to have good communication between your teammates in case anything is to go wrong. Then, everyone can be in sync and bring the event back on track.

Post-Event – Get More Out of Your Event

The steps you take after your event are just as important as before and during the event. Below are some things to do after your event is over:

  • Gather feedback 

Immediately after your event, you can send out questionnaires for everyone to fill out. The questionnaire should contain questions that relate solely to the event. Always feel free to get feedback from people. This helps with planning your next event.

  • Measure KPIs

The performance of your event should be measured so that your sales team can repurpose the data. This repurposed data can be used by sponsors, exhibitors, and other organizations.

  • Continue to engage your audience

As an event planner, you must keep your audience engaged even after the event. Send weekly emails about your next event or key points from the last one they attended. Have discussion forums and meetings for people to keep in contact with one another.


A lot goes into an event, even after everyone's come and gone. As an event planner, you should know and implement the 4Ps of recent planning promptly. Keeping the 4Ps of online events in mind will help you create a successful event.