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Who are your meeting stakeholders and why are they so important?



In order to plan an effective meeting, you need to understand why it’s happening and what would make it successful. That’s where your meeting stakeholders come in.

Simply put, stakeholders are any group that is affected by the meeting. They tend to fall into two groups:

1. Internal stakeholders
2. External stakeholders


Internal stakeholders

Internal stakeholders are people who work within your organizational structure. They can be your events team, co-workers, your boss, your boss’ boss and/or the board of directors.

Internal stakeholders are the ones who can tell you about:

The meeting’s history
Its purpose
What it should achieve
Who it’s for
What’s worked in the past
What hasn’t worked in the past
What should be different this year
What success would look like


If the event is new and there’s no history or if they can’t articulate what success would look like, ask them:

Who are we trying to attract?
What will they get from this event that they can’t get anywhere else?
How do you want people to feel while they’re on-site with us?
What do you want them to do after this event is over?


That information should give you a good idea of what your stakeholders’ main goals for meeting are, which in turn will help you create S.M.A.R.T. objectives and calculate the ROI for your event.

External stakeholders

External stakeholders are people that you don’t work with, but who have some relationship to the event and can be positively or negatively affected by its outcomes. They can be your sponsors, exhibitors, vendors, paying attendees, association members, speakers and industry thought leaders, among others.

Historical data from surveys, testimonials, sales numbers and past marketing campaigns can help you identify what your external stakeholders like, dislike and what they hope to achieve by participating in your event. That information will influence:

The content of your meeting
Your marketing and communication strategy
Your sales strategy
The participant’s onsite experience


Not all stakeholders are created equal, however, that’s why you need to prioritize their goals and objectives.

Source: http://planyourmeetings.com/who-are-your-meeting-stakeholders-and-why-are-they-so-important/
Picture Credit: http://blackseatourism.net/new/wp-content/uploads/2016/02/Stakeholders1.jpg
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