SWOT analyses are part of the basics of business administration

and are taught at universities and schools all over the world. But
how much is behind the theoretical concept and how does it help
you plan your next event?
We took a closer look at the theory and give some practical tips for SWOT analysis in
event management. You can also download your own SWOT analysis template and
white paper.

What is a SWOT Analysis?

The SWOT analysis is a popular method for situation analysis and is often used
especially in the fields of marketing, management and also in leadership development.
But it can also be useful in assessing the success of your event.

Fundamental to the SWOT analysis is a valid assessment of strengths, weaknesses,

threats and opportunities. Based on this assessment, the status quo can be evaluated
and strategies and future perspectives can be considered and evaluated.

The name, SWOT, can be derived from these four categories:

1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
These categories are presented in a table, the so-called SWOT matrix. Different factors
can be ranked here based on their importance. Further down in this blog article, we
have prepared some suggestions for the SWOT analysis for you and your event.
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SWOT Analysis in Events

SWOT helps you analyse the success of current, past, and upcoming events. With the
SWOT analysis, you not only identify the strengths, weaknesses, opportunities and
threats of your project, but also divide the factors into internal and external. This
facilitates the assessment for the following project. You can't change most of the
external factors of your event, such as the weather. But you can make sure that you are
well-prepared for all circumstances. Important hint for your SWOT analysis: Stay
realistic. No whitewashing, no doom and gloom.

You should always conduct an initial SWOT analysis before your event takes place. This
way you can identify weaknesses as well as opportunities and adapt your strategy
accordingly, which makes the process more efficient and multiplies the potential event
success.

But what does a SWOT analysis for events look like? We have prepared a template for
your event management and give you an inspiration with which factors you could fill it.
Free SWOT Analysis White Paper + Template
SWOT analysis for your event can be tedious, but with the right template and
whitepaper, you'll be well equipped. Download the free one for your event here.
Download now

Internal and External Factors for

the SWOT Analysis of Your Event
SWOT analysis divides not only into the 4 factors of Strength, Weakness and
Opportunities and Threats, but also into External and Internal factors.

You should start by dividing into external factors and internal factors.

Internal factors of the SWOT analysis include individual strengths and weaknesses of
your event and project team: personnel, image, motivation, leadership qualities etc.
These factors are very individual and can be different for different events. They should
therefore always be developed individually. A SWOT analysis can also be useful for a
competing event concept. If you happen to focus on a field where your competitor is
strong, but you are weak, this will be noticed, and you can adjust your strategy.

External factors in the SWOT analysis include, for example, trends, political changes or
legal circumstances. At the latest, since the Covid pandemic and the Infection
Protection Act, everyone is aware of the scope that external factors can also have for
the success of their own event.

For your inspiration, we have summarized some factors for your weaknesses and
strengths and risk and opportunity analysis:
Internal & external factors of a SWOT analysis
  Internal Factors for SWOT Analyses at Events
o Event concept
o Location
o Team formation
o Motivation of the team
o Relationship to partners
o Relationship to investors
o Good network of speakers and service providers
o Innovation
o Technical know-how
o Efficiency of operations
o Image
o Creativity
o Loyalty of guests
o Fixed costs
 External Factors for SWOT Analyses at Events
o Competition
o Legal requirements
o Weather
o Market development
o Changed legal situation
o Economic situation
o Local events
o Reception by guests
o Cooperation

What Does the SWOT Analysis

of My Event Tell Me?
Your SWOT table is filled in, but what does the SWOT matrix tell you now? How does a
table affect the success of your event?

Generally speaking, there are 4 strategies that you can derive from this table.
Promote - the SO strategy (strength - opportunities)

SWOT analyses are part of the small basics of business administration and are taught at
universities and schools all over the world. But is this just a theoretical concept and how
does it help when planning your next event? We at Sweap have taken a closer look at
the theory and give some practical tips for SWOT analyses in event management.
In the best case scenario, this area is huge at your event: this is where your strengths
meet your opportunities. Here, you can leverage your team's skills to gain an
advantage. Contrast your strengths with your opportunities and try to "match" the two -
this way you can identify connection points and build on your advantages.
Neutralize - the ST strategy (strength - threats)
You can use your strengths to mitigate and avoid risks. Identified risks can be prevented
by your own skills and planning - this is called neutralization strategies.
Catch up - the WO-strategy (weaknesses - opportunities)
Nobody can do everything. There can also be certain weaknesses in a team, for example
due to a lack of personnel in one area. But those who have identified weaknesses can
work on them specifically. Strengths can be transformed into weaknesses through these
transformation strategies. This strategy is particularly important if you find the
processes that you can improve, especially in an area where your competitor is strong.
Avoidance - The WT strategy (weaknesses - threats)
Ideally, this area of your matrix should be very small, because it poses a threat to the
success of your event. If you can't avoid this area increasing, it's important to keep the
damage as small as possible: Work on your weaknesses while trying to keep the
possible damage as small as possible.

Examples of SWOT Analysis for

Events
Here are a few examples of how this tool might be used to assess an event:

A music festival might conduct a SWOT analysis to identify its strengths (e.g., a
popular lineup of artists, a scenic location), weaknesses (e.g., limited parking, a
history of inclement weather), opportunities (e.g., potential sponsorships, new
revenue streams), and threats (e.g., competition from other festivals, public
safety concerns).
The SWOT analysis could also be used to find out which artist would be the most
popular here.
 A political campaign might use a SWOT analysis to assess its chances of success
by looking at factors such as its strong points (e.g., a well-known candidate, a
strong ground game), weaknesses (e.g., a lack of funding, low approval ratings),
opportunities (e.g., favorable demographics, a divided opposition), and threats
(e.g., negative media coverage, voter apathy).
 A charity organization might conduct a SWOT analysis to evaluate a fundraising
event it is planning. This analysis might reveal that the event has strengths such
as a compelling cause and a strong network of donors, but weaknesses such as
a lack of community awareness and a limited budget. It might also identify
opportunities such as potential partnerships with local businesses and threats
such as competition from other fundraisers.

Your Free SWOT Analysis White

Paper + Template
The SWOT analysis for your event can be tedious, but with the right template and white
paper you are well-equipped. Download the free event SWOT analysis bundle here.
A whitepaper: a concise and indispensable resource, distilling complex information for
understanding and navigating specific topics.

5 Tips on Creating an Event

SWOT Analysis
Here are five tips for creating an effective SWOT analysis for events:

1. Involve a diverse group of stakeholders in the analysis process. This will ensure
that a wide range of perspectives and experiences are taken into account when
evaluating the event.
2. Be specific and objective when identifying the strengths, weaknesses,
opportunities, and threats of the event. Avoid making assumptions or jumping
to conclusions, and focus on facts and data to support your assessments.
3. Prioritize the factors that are most relevant to the success of the event. Not all
strengths, weaknesses, opportunities, and threats will have the same impact, so
focus on the ones that are most likely to affect the event's outcome.
4. Develop actionable strategies to address the identified strengths, weaknesses,
opportunities, and threats. A SWOT analysis is only useful if it leads to concrete
steps that can improve the event's chances of success.
5. Regularly update the SWOT analysis as the event planning process progresses.
New information and developments may arise that could impact the event, so
 it's important to revisit the analysis periodically to ensure it remains relevant
and accurate.

Summary of the Insights

 By identifying an event's strengths, organizers can focus on leveraging these
advantages to make the event as successful as possible. For example, if an
event has a strong social media presence, the organizers could use this to
promote the event and attract more attendees.
 By identifying an event's weaknesses, organizers can take steps to address these
issues and mitigate their negative impact. For example, if an event has a history
of poor attendance, the organizers could implement strategies to improve
attendance, such as offering discounts or partnering with other organizations.
 By identifying an event's opportunities, organizers can explore new ways to
enhance the event and generate additional revenue. For example, if an event
has the potential to attract sponsors, the organizers could reach out to
potential sponsors and negotiate deals to provide additional funding and
resources.
 By identifying an event's threats, organizers can take steps to mitigate these risks
and ensure the event goes smoothly. For example, if an event is threatened by
inclement weather, the organizers could plan for contingencies such as
providing covered areas or rescheduling the event.

Conclusion
The SWOT analysis can be a helpful tool if you need a quick status quo for your event
planning strategy. It gives you a profound overview of your weaknesses and strengths
and helps you make decisions. With the participation of all employees, it can strengthen
internal communication.

However, SWOT analysis is not a panacea. The results should always be viewed with a
certain degree of caution: Because all assessments are made on a subjective basis, the
results are also easy to manipulate and, in the worst case, can be instrumentalized for a
specific result. Data for competitor analysis is also always dependent on the respective
insight and whether information is available at all.

But if these possible disadvantages are conscious during the process and results are
classified accordingly, the SWOT analysis can also be a simple but powerful tool in
event management.