No matter its size or scope, planning your best business event involves careful strategy. As you begin, consider some new ideas, along with the tried and true. Even events with long histories can benefit from a fresh approach.
Creating the Blueprint
- Understand Your Objective - Many organizations hold annual events simply because that's what they've always done. Sometimes popular events should be repeated, but not always. Be clear on why you are spending the time and money in the first place.
- Know Your Target Audience - Along with understanding why you're planning your event, create a target guest list for VIPS, along with what you expect to gain for your business in the process.
- Create a Wish List of Attendees - Even if your event is open to the public, understand the "list" that will most benefit your end goal and target those people.
- Plan Your Budget - Keep a realistic outlook and consider the value of contingency funds. Know your per person costs and make sure they line up with your business' other marketing spends.
- Appreciate the Value of Timing - Check on the dates of all events going on around the community that could possibly compete with or detract from your attendance.
Organizing the Building Blocks
- Choose the Right Venue - Location. Location. Location. Research hot new places in your community or totally transform your business' space if you're looking to save money.
- Select the Best Vendors - Seek vendors who have a proven track record with your type of business. Detailed vendor contracts can be lifesavers.
- Investigate the Benefits of a Co-host - While this option is definitely not appropriate for all events, it can be a tremendous cost saver. Think about businesses that have complementary goals where you each can benefit from the other's customers and influence.
