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5 Steps to Successful Event Planning

Proper planning and market research will allow businesses of any size to stage a full-scale event for dramatic increase in exposure and sales. This under-utilized marketing strategy can pay huge dividends when executed properly and is less difficult to plan and carry out then most would imagine. It is not something that can be done on a short timeline however and should be planned a season in advance for an event that goes over well with few hitches.

1.  Plan an event theme.

Whilst it is easy to say the theme will be your company or your company’s products an event must seem like something exceptional. It may be seasonally themed like spring fashion or spring building season, but it needs to imply that it is more than an everyday happening. In general, unless a very large company, getting cooperation of other companies to combine efforts for an event is beneficial. This is most easily arranged through trade associations or business cooperative.  This allows division of costs, added publicity and greater drawing power to the public.

2. Choose a date and begin advertising.

To reduce publicity and marketing costs choosing a date 3 months or so in advance will allow you to include teasers in your normal advertising far in advance and add details as the event date nears. In this manner you’re advertising, and publicity budget will not need to be dramatically increased to get the desired effect and draw or attention needed to be a success.

3. Location may well be the most critical choice in planning.

There must be room to stage not only the event but to provide adequate parking and access to mass transit for attendees. Typically, this will be an off-premises location to accommodate and to give the impression of unique as opposed to just another sales offer. Weekend events can often be set up in commercial or industrial parking lots when the lots are available or near large shopping malls or complex where they will trade lost space for their own customers in exchange for added traffic your event may provide to them.

4. Set-up and take down are important to have planned.

Typically, a day on either side of the event is the most you will have available for transporting merchandise, setting tables or booths, decorating if needs be, and all else. You are often basically setting up a retail outlet in the matter of a few hours and then removing it in a few hours. Use of temporary help and hired trucks often are required to do this efficiently. Include scheduling or employees to ensure adequate coverage of both the event and regular operations at your primary business. Once again, use of temporary hires is sometimes needed to accomplish this.

5. The choice of structure to accommodate the event is instrumental in planning.

It must be adequate in size for large numbers of people, provide for protection from elements as needed because cancelling or changing the event date is cost prohibitive, and be equal to the market catered to. Use of cheap canvas tents for upscale fashion or trades will give a negative impression Places like offer a large number of options suitable to any purpose. If you are unsure of needs looking over all available will allow you to make the best choice.

A properly executed event is a cost-effective way to get a boost in sales and awareness that cannot be attained through conventional advertising and publicity. It is simply another marketing tool for any savvy business.

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