Complete Guide to Portfolio Planning – Event Edition

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In event marketing, it is important to think beyond single activations. Instead of approaching each event as a separate project, consider a holistic approach: project portfolio planning. This strategy allows you to program events and experiences cohesively, creating a comprehensive portfolio of high-value projects that complement one another and work toward well-considered goals. Effective portfolio planning helps brands maximize their event impact and align each activation with larger business objectives. 

What is project portfolio management?

Project portfolio management, sometimes called PPM, determines which projects to undertake, when to execute them, and in what order. In event marketing, project portfolio management involves strategically selecting and organizing projects like trade show exhibits, brand activations, pop-ups, and more to ensure each contributes to achieving larger brand objectives. 

Project portfolio management involves more than just project sequencing. It requires balancing resources across multiple initiatives, aligning each with your brand’s overarching objectives, and considering how the projects relate. The goal is to create a portfolio that is even greater than the sum of its parts. With a solid portfolio plan, brands can leverage many projects to build brand momentum, target different customer segments, and support long-term success.  

Benefits of Portfolio Planning for Event Marketing

Portfolio planning allows brands to maximize resources and create a cohesive strategy for engaging audiences across events. Here are some of the key benefits: 

  • Strategically Allocate Resources: Instead of dedicating maximum resources to each project individually, project portfolio management encourages a big-picture strategy. With a complete portfolio view, you can prioritize high-impact events, prevent burnout, determine where resources need to be shared, and avoid the inefficiencies of reinventing the wheel for each new activation. 
  • Save Time and Expenses: By considering all events over a set period–such as a year or six months–you may discover opportunities to combine efforts and resources. Planning lowers costs and time while leveraging shared assets across multiple events. 
  • Build Continuous Momentum: A portfolio plan helps brands create a continuous thread of excitement. The buzz generated from one event carries over to the next, keeping audiences engaged and building a consistent brand narrative over time. 
  • Diversify and Minimize Risks: Project portfolio management allows brands to take various approaches to achieving their goals. By planning different events, targeting different audiences, or creating varied experiences, brands mitigate the risks associated with relying too heavily on a singular event, market, or approach. 

Best Practices for Project Portfolio Management 

Successful portfolio planning requires alignment, prioritization, and a forward-thinking approach. Here are some best practices for improving the success of your event portfolio strategy. 

  • Align with Overall Business Objectives: Every event in the portfolio should align with the brand’s core business objectives. Keeping larger goals in mind makes each event purposeful and key to your broader vision. 
  • Curate a High-Impact Portfolio of Events: Select the most impactful events that drive your brand goals. Whether you want to increase brand awareness, generate leads, or expand into new markets, curating the right portfolio of events is crucial for achieving these goals. 
  • Prioritize and Allocate Resources Wisely: Project portfolio management allows you to decide which events deserve the most resources based on their potential impact. This process helps balance budgets, staffing, and time so resources are distributed effectively across the entire event portfolio. 
  • Consider the Entire Event Lifecycle: Successful event planning extends beyond the actual event date. Consider how each event will build up beforehand (with pre-event marketing and outreach) and what follow-up actions are needed afterward (such as post-event engagement and lead nurturing). 
  • Identify Project Dependencies: Portfolio planning requires understanding dependencies between projects. Identify what needs to be in place for one event to be successful before another happens. For example, if a trade show exhibit needs to be completed before launching a related pop-up event, project portfolio management allows you to factor these dependencies into the timeline. 
  • Collect and Analyze Data for Continuous Improvement: Each event offers valuable insights. Use data from attendee feedback, engagement levels, lead quality, and ROI metrics to inform and improve future events. Continuous learning from each project refines the portfolio over time so each subsequent event benefits from past insights. 

Partner with Hamilton

Portfolio planning transforms your event marketing strategy so that each event contributes to a larger narrative and engages your audience meaningfully. If you are looking for expert guidance, look no further than Hamilton. 

Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between your brand and your audience.

Contact Hamilton today to learn how we help brands craft unforgettable, results-driven experiences.