So you’re holding an event! 

It sounds wonderful, doesn’t it? You’ve been to so many yourself and after all, if those people can do it, why can’t you?

So the dream begins.

You have big ideas and even bigger plans and besides, picture all the money you’re going to make!

Well, let’s get down to reality and think about what goes into an event and how to make the most of it. First, you need to set a date. The timing is important because you don’t want to conflict with other events going on at the same time, especially if they target the same attendees. 

And you have to decide if this is going to be a one day or multi-day event, during the week or weekend, a half day or evening and space where you will host it. You can even use modular staging systems so you get a secure elevated platform, a roof covering, and optional rainproof windwalls.

That space can be negotiated in a variety of ways including whether there will be food and beverage, room rental, AV needs, workbooks, etc. There are a lot of hidden costs you may not be aware of. On the other hand, depending on the size of your anticipated group, you may be able to do something very low key in a restaurant, an office conference area or even in someone’s home. Provide a Flip chart board with wheels where you can write pointers for the attendees.

You also need to decide if you’re going to feed your attendees. Of course, dinners are more expensive than lunches and very often hors-d’oeuvres are more costly than a lunch. Although it’s nice to feed everybody, it isn’t always necessary.

While attendees like to know there’s nothing more coming out of their pockets, depending on the price and content of the program, they may not expect it. You also need to consider the speakers you’re going to have. Is it only you? Or are you just the organizer and will have others providing the information, gaming computer desk.

Will one speaker hold a group’s interest for an entire day? Do you need to have a variety of speakers and topics? If it’s over 3 days, how inclusive can you make it? Will each day be themed? Or maybe you’re holding something for a half day to entice attendees into a larger program later on.

All of this will depend on the purpose of the meeting

Some are educational, others are the lead generation for something bigger and more expensive and some combine the two. But whatever you decide, it requires meticulous planning. Scrutinize the agenda in your mind and on paper many times before you announce it. And don’t get frustrated as it can become overwhelming.

What about lead generation? 

Are you using direct mail, email, Facebook Ads, radio, newspapers or referrals?  How you attract 20 people versus how you attract 200 are completely different approaches. Are you charging or is this a free event? Do you have them give you a seat deposit to help ensure they show up? If they do show up, will they get it back, and if they don’t, do you get to keep it?

Some people include an event as part of another package and they fill the room that way. The intention, of course, is to upgrade the attendees to something more expensive.

Regardless of the above, every event needs structure – and the better choreographed it is, the more successful it will be.

When it’s more than one day you need to decide on breaks, networking, and interactive activities more than ever, and the most important thing is that you want them asking for more so that they will come back for your next event.

So what do you think? Knowing now what MUST be done to host a successful event, are you up for the challenge?

If yes, here’s to your success!