The road to a successful event

Even in today’s highly automated world, with endless digital tools and platforms at your disposal, you simply can’t beat the engagement and personal touch that comes with a live event. Done well, you can really bring your message to life and create a lasting impression. So how do you ensure your event is a success?

It’s all in the detail

Whoever your event is for, and whatever the reason, careful planning and absolute clarity on the “who, what, why, where, when and how” are essential. Having run hundreds of events over the years, our first step is always to define your critical success factors. After that, it all comes down to making sure you’ve considered every intricate detail for all three phases of your event: the before, the during and the after.

With so many different variables to consider, the only way to stay on track is with a comprehensive event plan. We start with the date of the event and work backwards, scheduling in every task and activity, along with their owners and deadlines. In the “before” phase, we work to two breakpoints, typically 20 weeks and 12 weeks. Although you want  to make sure you have plenty of time to plan your event, in the harsh light of day, that isn’t always possible. But whatever your timeframes, don’t panic – there’s always a way.

Don’t forget the after

By thoroughly planning all aspects of your event, you can ensure that every detail is perfect for you and your guests. But what happens next? You need to keep the magic alive. This is where the all-important but often forgotten “after” phase comes in. Even the best events can fail to meet their objectives if nothing happens afterwards. Timely and relevant follow-ups can make a big difference to the overall success of your event, as well as your longer-term return on investment.

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