Planning Essentials When Putting Together A Business Event

by PM Today / 6/24/2019 12:43:00 PM

Business events are a great way to meet other people working within your industry, and they provide a platform for you to pick up useful pieces of information that will help you to grow your business. You can also market yourself to potential clients and customers, and learn more about what your nearest competitors are up to. Making time within your busy schedule to attend a conference, trade show, or any other type of business event should be a no-brainer then.

However, as well as visiting local and faraway meetings that could benefit your business, you might also consider holding an event of your own. This will give you a greater opportunity to raise your profile and share news about your company. It will also give you the means to invite those people who might directly benefit your business, be they other business owners who could partner with you, or potential customers, clients, and investors.

To ensure success, of course, it's all about the planning. So, with this in mind, consider the following should you ever decide to hold an event of your own.

Think about the venue

How many people are you expecting to attend? If you are only expecting a small gathering, then there might be ample space in your place of business. However, if you are looking at something on a grander scale, then you might want to hire a community hall or a hotel ballroom. While you might not know the exact numbers until the day itself, you should still consider the size of venue you need so you can budget and plan accordingly.

Think about timing

Don't plan to hold the event during a busy time for your business, as you will exhaust both yourself and your employees. And think about other events happening in the business calendar. You don't want to hold your event on the same date as another, so find out what else is happening during the year, and plan to hold your event at a time when others are more likely to be able to attend.

Think about the help needed

You can't do this alone, so think about the people who can help you. Start with your employees, and consider what they could do to help you plan, market, and pull off the business event. If they have the skills needed, and the time to turn your plans into a reality, then you might not need many other people to help you. However, you might also use a free event management system within your planning stages to streamline some of the tasks that need to be completed, or you might want to hire a professional event planner if you don't have a lot of time to put the work in. And for the event itself, you might want to outsource certain jobs to ensure a greater chance of success, such as bringing in a catering team to wine and dine your guests.

Think about your budget

In theory, the business event should generate a profit for your company, especially if you are putting something together for potential customers and clients to attend. However, you need to safeguard yourself, so work out a budget you can afford and stick to it. This might mean scaling back your plans a little bit, but this is better than bankrupting yourself when attempting to show people a good time. Of course, you can also find ways to save money. So, you might partner with another business to share the expected costs. You might use cheaper vendors for the supplies needed for the event. And you could borrow equipment from other businesses, or use a venue that already has the items you need, so you don't have to buy or hire anything that might prove too expensive for you.

Think about marketing

You need to promote the event, as you won't get many people attending if you don't. So, consider how you might generate interest. As examples, you might place an ad in industry and trade journals. You could generate a buzz about the event on social media. And you could let local news media sources know about the event, be that newspaper, radio, or television, and use them to build awareness about the event in your community.

Think about the program

What will be happening at the event itself? You need to put together a program that will be of interest to your attendees, so start to put something together early so you can use it for planning and promotional purposes. And if you are planning on inviting guest speakers to the event, be sure to book them in good time so you can add them to the program and the rest of your promotional material.


Business event planning takes a lot of time and effort. However, the benefits to your business are worth it, as by raising your profile and networking with others, you should start to generate more of a profit should the event have been a success.

Let us know your thoughts, and if you have experience of event planning, please share your ideas with us too.

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