Attending events are part and parcel of the business world. Events offer a great opportunity for businesses to increase their visibility, to network, to build relationships, and to stay current on the latest industry trends. But memorable events don’t just happen by themselves.

To organise and hold an event takes a great deal of planning. Here are some things to consider if you want to host a successful event, whether it’s a conference, seminar or show.

Who Is Your Target Audience?

Before you do anything else, it’s vital to clearly define who you are targeting, and why. All other decisions should fall into place after this. If you make it clear from the start who you’re targeting and why, you’ll find it much easier to achieve your business goals.

Research

Check the calendar for other industry events. You don’t want you event to clash with any other event. Try to avoid hosting an event during school holidays too.

Be Realistic

Is it likely that you will fill a conference room full of 200 delegates at your first ever event? Decide on your best and worst case scenario and prepare for both.

It's beautiful, it might even be in budget, but can you fill it?

Nail the Venue

The sooner you can secure your ideal venue, the better. After this is sorted, many other things will fall into place. Your venue must reflect your realistic attendance figures. If your venue is still not confirmed as the event date edges closer, you will feel a great deal of pressure that could be otherwise avoided.

Branding

It’s important your brand is prominent and recognisable across all literature and visuals at the event. It’s common for businesses to use display boards or use video display advertising to help deliver key messages and make branding their more prominent.

Do not forget to give out delegate packs, another great way of communicating with your target businesses. These could contain a participant list, programme of events/speakers, some notepaper, various literature from sponsors, pens, and some feedback forms. Everyone loves freebies!

Budget

You need to be accurate, as costs can escalate faster than you realise. All detailed requirements need to be looked at and priced at the earliest opportunity. If you are planning on charging for the event, what is your price point?

Have you looked at similar events and research what the market is used to paying? Benchmark against similar events to help give you an idea of whether you go higher or lower. How many sponsors? Will you need extra hospitality staff and personnel? Figuring out revenues accurately will help you work out a more detailed return on investment.

Don’t Forget the Logistics

If you’re putting on a large event, with over 200 delegates and 30 sponsors, it is vital that you’re able to communicate to the rest of your team clearly. Whether you use mobile phones or hire specialist event radios, it’s important that everyone has a clear and reliable means of communication. There are extensive event management resources out there and it’s important to use to them.

No one likes to wait for their dinner

Market the Event

You will need a detailed marketing plan. Use all social channels to promote the event, and encourage engagement as much as possible. Blogging and email outreach are other popular channels to help market the event. You should also ask all your partners and sponsors to promote the event through their resources. Send out a press release to the local media, and exploit all free distribution channels. If you plan on running similar events in the future you can also hire an event video production crew to film and photograph parts of the event to use in future marketing campaigns and to help engage with people who were unable to attend the event in person.

Who Is Doing What?

It’s important that you delegate responsibilities leading up to and on the day, having one person in charge of everything won’t work. Aim to draw from the unique strengths of everyone in your team.

On the Day!

Look your best and enjoy it!