Follow These Tips For A Successful Event

If you’re interested in event planning or starting your own branded event, here are some important lessons I learned when planning my very first event.

GET THINGS DONE EARLY All well executed events need a certain level of prep that should ideally start months (if not years) in advance. Early planning allows you to think through different scenarios, form a solid team, compare vendor pricing, create an effective marketing plan, brainstorm on key partnerships, budget wisely and source the best early bird discounts on favors and custom products.

DON’T BE TOO IMPULSIVE This may sound like a bit of a contradiction from the previous tip but confession; I have the biggest “trigger finger” which simply means, I think of something in the moment, get excited about it and then boom! — I pull the trigger (metaphorically, of course). This is a habit I am constantly having to keep a close eye on, but luckily for me, it worked in my favor for this event.

CREATE A UNIQUE EXPERIENCE The end goal for any “for profit” business is to obviously earn a sustainable profit, but in terms of events, the first order of business should be to create something so unique and special that it leaves an amazing impression on people. We leave them wanting more and anticipating the next one (if it’s a periodic event). By no means should you necessarily lose money, but you can certainly break even or make a very small profit if it means establishing your event. Consider the valuable lessons learned, knowledge gained, marketing boost, customer reviews, and referrals — all gained from your hard work. Additionally, ensure that anything you implement, at the very least, you can repeat.

IDENTIFY AND SPEAK TO YOUR TARGET AUDIENCE Your target audience may change or adjust once your marketing efforts begin. That’s ok. Brainstorm on specific characteristics that the individuals or groups being targeted may have in common. Think of your marketing tactics — social media posts, emails, ads, flyers, etc, and what will capture their attention. You have to gauge responses and reactions to your event content. Who are you speaking to? Speak to them directly! Rarely do people see a new or unfamiliar event and make an immediate purchase. If there is an action on their part to indicate interest, then great! You’ll probably have to show them a few more times before they purchase, but with technology and tracking, an initial reaction is all you need.

INTEREST IS ONLY INTEREST UNTIL MONEY IS PAID It sounds like common sense, but sometimes (many times) you get those people, whether you know them or not, who show extreme interest in the event. They convince you that they will attend. They will absolutely be there but they are yet to send the money or purchase the ticket for a number of reasons — perhaps they need to confirm with a friend, or they need some time to get the funds together — DO NOT HOLD TICKETS. Let them know that you are happy to get them the tickets they need, but ONLY if said tickets are still available when they are ready. It’s a difficult thing to do at times when dealing with friends or people you know, but through this experience, I can say with conviction it is NOT worth it. My particular event was very limited in size and at a higher price point than other events my target audience would normally attend, so if a ticket went unsold, my budget was thrown way off.

REVEAL JUST ENOUGH TO KEEP THEM WONDERING When it comes to marketing your event, you want to set the right tone to attract your target audience. Is your event light-hearted or serious? Do you want your patrons to dress a particular way? Is your event themed? All of these things can be communicated to potential and actual customers through the content you share. For first-time events, you’ll need to get creative about setting expectations and revealing just enough information to lead to ticket purchases.

YOU CAN HANDLE A LOT MORE THAN YOU THINK If you’ve managed to convince at least one person you don’t know to attend your event, you’re already doing something right. Everyone has a certain amount of disposable income to spend on what they deem to be worth it. If you can convince them to spend their hard earned money on your event, this is a feat in and of itself. As a marketer and event curator, it is always so rewarding to see your creative efforts pay off through the power of persuasion (I geek out on this stuff).

ATTENTION TO DETAIL TAKES YOU TO ANOTHER LEVEL As the days draw nearer to your event and you have a better grasp on your event details, take a moment with your team to think of the entire customer journey. Believe me! It will pay off. If you think of the customer’s journey from purchasing tickets all the way to post event feedback, and you optimize it along the way, you’ll be just fine. Don’t skip any details if you can help it. Document your entire process (trust me, as you write it down, you’ll remember more than you think, on event day).

REMAIN POSITIVE Positivity is key. Think positive thoughts. The weather will be great. Your event will be sold out. Everything will come together as it should. A perfect event is not a reality, but if you’ve implemented the tips above, chances are, any hiccups will work themselves out.

HAVE A CONTINGENCY PLAN If this circumstance occurs, then what? Backup plans are a nice to have for any event, but the truth is, depending on the nature and the size of the event, or even the budget, a physical backup may not be plausible and that’s okay. Should you purchase insurance? Should your patrons sign a disclaimer? Should you communicate that your event will take place, rain or shine? Should

you start researching solutions if a known issue like the weather may be a threat? All of these questions should be considered.

PREPARE FOR POST-EVENT EARLY It sounds counterintuitive, but this is something I did not prepare early enough, and by the time I got it together, I had to think creatively about my outreach. Post event preparations include digital content such as photos and videos that are reminiscent, as well as plans for obtaining reviews and feedback. This is so important for your future events.

Well…in the famous words of Porky Pig “That’s all folks”. If you are an event planner or considering going into the business of curation, follow me for more useful tips.