Certified Meeting Professional (CMP) Practice Exam

What key components are involved in event strategy?

1. What and where

2. What and when

3. What and why

4. Why and how

The correct answer is: What and why

In event strategy, understanding the "what" and "why" components is crucial for establishing a successful framework for an event. The "what" refers to the specific details of the event, such as its purpose, objectives, and the target audience. Defining these elements ensures that everyone involved in the planning process has a clear understanding of what the event is intended to achieve. The "why" addresses the rationale behind the event's existence. This component provides insight into the event's goals and motivations, such as fostering community engagement, driving sales, or enhancing brand recognition. By articulating the reason for the event, planners can align their actions and decisions with those underlying objectives, leading to a more coherent and focused planning process. Together, these elements guide decision-making and help create a well-defined event strategy that resonates with attendees and fulfills the intended purpose.