Memorable events don’t just happen overnight. Whether it’s a conference, trade show, seminar or company party, organizing an event takes a strategic plan and its success lies within the details. Here are 5 steps to make sure your event goes off without a hitch.
Strategy first
The first step should be to sharply define your goals and expectations for your event in a strategic plan. This means finding the right people to attend- influential green industry business people who are actively engaged with your company, which includes both current and prospective customers and clients. You should focus your event materials and website on how the event will change their world by highlighting the value and benefits they will receive after attending. Don’t just assume the benefits of attending are obvious to your target market. Instead, lay out in writing what they will learn, who they will meet and why they should be there. If you’re short on time, forget email and pick up the phone for a better chance of reaching more people. The success of events depends on your ability to communicate the event’s purpose, message and value.
Details, details, details
When you decide to host an event, everything matters. From lighting to transportation, content to refreshments- every little detail counts. Get organized and create a task list with deadlines, budgets, completion status, and delegation responsibilities. Developing an appropriate budget is a must to keep your event in check. Bigger isn’t always better, and you should spend your budget on whatever will make the strongest impact conveying your message to the audience you need. Your guests will attribute everything about the event to you and your company, so make a list of everything you need to get done to ensure you don’t overlook any details.
Location is everything
Choosing the right location is a key factor in creating a memorable event. To start, pick a venue and city to match the goals of your event. Then choose a general area that meets your needs and satisfies the event goals. This could be a central location between your clients or even a big city with lots of attractions to keep your guests busy alongside your event. Then, select an appropriate venue to accommodate the scale of the event. If you’re expecting 100 people, don’t reserve a space meant for 600. If you do, your attendance will look sparse and guests may think the event wasn’t a success. The same applies if you’re hoping for 500 attendees; a space only allotting for 250 people will leave eager attendees turned away with negative attitudes toward you and your company.
Market and Promote
Once you have clearly defined your goals for your event, it’s time to let people know about it. Don’t consider attendees as an afterthought. Promote in the long game and engage potential guests, presenters and sponsors from Day 1. It’s always a good idea to craft a detailed Marketing Communication Plan (or calendar) for when you will send emails, social media updates, post cards and other promotions. If you plan these communications at the start, you’ll be able to focus on the other aspects of planning your event and maximize your reach with minimal headaches. You should also create a Social Media Plan and remember not to neglect the power of sharing your event details on Facebook, Twitter, LinkedIn, YouTube, Google+ and any other social media platforms. Promote your event beforehand, always including links to your event’s website and registration pages. Remember to listen and interact on social media during your event so you can monitor for mentions and strike up or join conversations with both guests in attendance and those who couldn’t make it. You can also utilize hashtags to help people find related content.
Analyze results
Once your event is over and the buzz has died down, it’s important to perform as SWOT analysis to determine the Strengths, Weaknesses, Opportunities and Threats of your event. Reflect back on what went well, what challenges came up, opportunities for improvement and threats for your next event. Then you can adjust your plans and put on an even more successful event next time around.
[Related: 5 Ways to Innovate your Green Industry Business]
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