Event organisers tend to be some of the most capable – and the most stressed – people in business. Often running an event has been likened to running a small business in the sense that it’s a constant organisational headache. However, I actually think it can be a little harder than this.
The problem with comparing an event to running a small business is that in a small business you can correct your mistake the next day. Or the next week. But if you make a mistake organising an event, the problem has to be solved there and then. There isn’t a second chance.
This can make organising events stressful. That’s why I think it’s a good idea to have a step-by-step plan in place.
Set Goals
If you’re planning a business event, it’s unlikely that the event is going to come cheap. As a result, it’s essential that you know what value you’re generating for the company by hosting an event. Does the event fit in with your stated business objectives?
Have A Master Plan
The next step is to write down a master plan for all the organisation activities that you’ll need to undertake. This includes the date, location and type of event. It also would have information on the attendees, any catering you order, the security and insurance.
Finally, you want an estimate the cost of the event, set up a timeline for the day and how you will make invites.
Sell Your Event
Events can sometimes fail because those attending the event don’t have a good concept of how exactly they will benefit. It’s important when branding your event that you make clear the value proposition.
Use your marketing channels to communicate a simple and consistent message about the purpose of the event. It should be obvious to the people attending why they might want to, so don’t be afraid to sell yourself.
You’ll also want to think about how the event itself is branded. What sort of marketing materials might help to instil your brand image in the minds of your attendees? You can get things like custom lanyards and other promotional material give a sense of consistency.
Spread The News
There are already some great services out there for spreading the news of your event widely on the internet. However, you might also want to use other social channels like Google Plus, LinkedIn and Facebook. These sites are particularly useful if you’re looking to attract a professional audience to your event.
If you can, try to create a buzz around the event. If you’re launching a product and the product has a nondisclosure agreement before the event, put out some teasers. This will get the community talking and buzzing about the event at which you make the big reveal.
Debrief
After you’ve held the event, continue to try to make leads and create demand for future events. Send out thank you letters saying that you’re very grateful for people’s attendance. And then use this as a vehicle to continue the relationship you have just built with your attendees.
