5 Tips for Successful Event Management


Successful event management doesn’t just happen. Great corporate events are carefully and intricately planned in every detail, with nothing being left to chance. Although managing a large or extremely important event will necessitate that you take advantage of an event management company, there are some simple tactics and techniques you can employ to give your next event the best chance possible of becoming a roaring success.

In this article for Business Achievers, I’ve looked at five of the absolute pillars of successful event management, as we see it here at Outsourced Events.

Determine the Event’s Goal

All events need to have a goal, whether it’s to celebrate success, network with vendors, employees and partners, create more business for your company or promote a new product line or service. Therefore, in order to make your event successful, you have to determine what it is you want to achieve with it. Only by setting out the ‘why’ can you move onto the ‘how.

Having a goal before laying out all the details helps you plan each stage to coincide with the goal you have in mind. If your goal is trackable such as achieving a thousand attendees then it’s much easier to direct your marketing efforts to widen your reach and attract more potential participants. If your goal is something inherently harder to track like generating more brand recognition then you might need to find different ways of tracking success.

Identify Your Likely Target Audience

Once you’ve laid down your event’s goal, the next best step is to identify who your likely target audience will be. This is crucial when it comes to marketing your event and should never be assumed or taken for granted. Many businesses think they know their target market inside out, only to be surprised when they get low uptake after targeting the wrong people through the wrong marketing channels.

To understand who your audience is, you have to delve deeper and that means more than trawling through your email marketing list (although this is a powerful tool that should be utilised). Do your market research from scratch so you can learn who to target and why they’d want to attend. You can then build an ideal attendee profile which will help you identify the right channels to market through.

Have a Financial Plan in Place

After having the relevant details in place, it’s now time to draw up a detailed budget that will ensure that your event doesn’t go over budget. The last thing you want is a successful event that leaves your company in the red. It should be a win-win situation not just for the attendees but also for your business.

When drafting a financial plan, make sure to be detailed as much as possible so there’s only a small room for error. Contingencies should be planned for and it’s important to identify what your fixed costs are and what your variable costs are.

Your financial plan should include cost estimates in regards to the venue rent, ads, marketing budget, and food, to name just a few. It’s also worth including where the funds for the event would be coming from.

Drawing up a budget is only good if you can stick to it so make sure you keep an eye on your spend.

Choose an Appropriate Venue

Another essential detail to get right when it comes to your event is the venue. Choosing an appropriate venue is probably one of the most important decisions you’ll make as an event planner so it’s important to get it right.

The right venue should not only set the tone for your event but must suit as many as your attendees as possible. Remember your event is about the people attending not you, so make sure things like parking, location, in-house security, opening times, local transport and capacity are all taken into consideration. What might seem like small details such as the number of plug sockets or internet speed could end up making or breaking your event.

Market Your Event in Advance

Another important factor that will play a big part in your event’s success is how you market it. That’s why it’s crucial that you market it in advance so you have enough time to reach your target audience.

One channel where you can do your promotions is through social media. It’s an effective marketing tool when it comes to advanced promotions since you can easily build a community there and generate buzz before your event’s actual date. Use a unique hashtag for the event and invite your followers to do the same to spread awareness.

If you’re mainly using Facebook, hold live chats with your speakers so your followers can have a better idea on what they can learn from the event. Another tactic that does well on social media are giveaways, competitions, and webinars so make sure to take advantage of those too.


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Wednesday, 17 July 2019
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