Event planning tips: how to save time, money and nerves and still impress
Some people accept every invitation but never send one themselves. As a private individual you might get away with that for a while. As a business owner you can’t afford to: you should host events regularly. They let you thank clients, keep good staff, strengthen partnerships and extend your reach. But the old saying applies here too, however discouraging it sounds at first: every beginning is hard. When should you start planning? What should guide you if the event is to be original, personal and unique? And what if your own resources aren’t enough to pull it off? These event planning tips answer exactly those questions.
Efficient planning also keeps the risks to a minimum from the start. Unfortunately, there is no blueprint that guarantees success. Every event needs its own tailored concept, whether it is your company anniversary or the launch of a new product line.
There is good news, though. You can follow a rough framework that covers every relevant step of a successful concept. Thanks to our many years of experience in the industry, we at Gruber & Ianeselli know exactly what that framework looks like, and we are happy to share it. So that in future you don’t just attend events, you host them too. And of course we are always glad to add practical support to the tips below.
Planning: define your goals
Work from the broad strokes down to the fine-tuning. Start by naming the purpose of your event. Do you want to present new services, increase sales or reach more people? Share knowledge, entertain, say thank you? Focus on two core aims at most.
Analyse your target audience
Young party-goers love an evening festival; politicians prefer a business lunch. Your audience shapes every further decision in your planning. Look at socio-demographic data, psychographic traits and behavioural patterns. In other words: age, gender, occupation, where they live, hobbies, beliefs and interests, as well as how they buy, offline and online. There are several ways to analyse this:
- surveys and questionnaires
- your own observations
- statistics from publicly available databases
- online sources
Charts and tables make it easier to keep an overview and carry out the ongoing analysis you need. Trends come and go quickly, and your audience’s expectations can change just as fast.
Choose the venue and format
Match the venue and format to your guests’ interests as well as to your budget. Baby boomers are drawn by informative talks, millennials by networking events. The more flexible the format, the better you can meet your guests’ needs. A SWOT analysis sets out the strengths, weaknesses, opportunities and threats of each format clearly. You have three options:
- In-person events such as parties, conferences or shared activities need a certain infrastructure. Think about good transport links and accommodation for guests travelling in.
- For virtual events such as webinars or online conferences, smooth digital communication is everything, and so is the technology it depends on.
- Hybrid events combine physical and virtual elements, with people joining the live event in real time. They need particular attention to make sure everything runs smoothly.
Set the date
When choosing the date, be sure to consider regional and national particularities. During Advent or the Swiss school holidays many venues close and suppliers often work reduced hours. Your guests may also be away or already booked. Reserve your preferred date at your favourite restaurant early to avoid disappointment.
Draw up the invitations and guest list
You now know your audience. But should the guest list stop there, or include partners or interns too? Once that is decided, create the invitations. Keep them personal and give people a reason to come. Don’t give too much away, though: whet your guests’ curiosity with small teasers. Send your invitations about two months before the event by email, which is kinder to the environment. And put a follow-up date in your diary.
The running order
What you offer your guests is again something you decide afresh for every event. Still, here are a few tips:
- Create the atmosphere you want with decoration and lighting
- Focus on interaction and engagement, such as panel discussions or hands-on exercises together
- Keep the energy up throughout with show acts and live music
- Book high-quality catering
- Avoid lulls and half-hearted ideas
- Prepare giveaways with branded merchandise
- On the day, check the technology, infrastructure and safety arrangements
Follow-up: gather feedback and analyse the results
Good event planning always includes the follow-up. Only by analysing how your event went can you avoid mistakes next time. You get the information you need from honest guest feedback, through questionnaires, personal conversations or social media.
