46 . Glasgow Business February 2017
BIG TALKS By Kate Fairlie, Head of Events, The BIG Partnership
Planning events... the Ten Commandments
If you are having a business do, don’t forget these top tips for success F
rom engaging your customers with a night or day out they will never forget to positioning
yourself as a leader in your industry, a well-planned event can deliver results. Here are my top 10 dos and
don’ts for planning stylish events:
1. DO consider the timings and date of your event – make sure it doesn’t clash with any other large conferences, dinners or school holidays. Te day of the week is important too: avoid Mondays and weekends for corporate events.
2. DO make it as easy as possible for people to sign up and atend. Make sure all logistical, travel and other event information is seamless. Practical details are important for helping guests feel comfortable and form a good impression.
3. DO use absolutely every single event for building brand awareness. Events exist to deliver results for your business or brand, so make sure guests know which company to remember by keeping a similar thread running throughout your communications, PR, social media, collateral, giveaways, at-event branding and follow-up information.
4. DO follow up with guests post-event. Te event is only one part of the process and should form the basis for ongoing relationship-building with those who atended. Communicate aſterwards by sending out notes, hand-outs, slides and answers to questions you didn’t have time to address on the day.
5. DO have a great hook. An event without something that makes people want to atend is as effective as a fishing rod without bait. Whether it’s an impressive headline speaker, an exciting venue or a blow-you-away theme, your event needs to be atractive enough for busy people to atend.
6. DON’T underestimate the appeal of Glasgow and Scotland as an atractive base for international conferences or large hospitality events. We have fantastic venues and world-class suppliers who will make sure your event is one to remember.
7. DON’T leave things to the last minute – organisation and
planning in advance is critical. Events creep up quickly from when you start planning to when your first delegates walk through the door, so make sure you allow plenty of time to get it right.
8. DON’T forget the value of atention to detail in each of your events. Going the extra mile and providing local suggestions of what guests could do with their downtime, or ensuring a delegate’s favourite drink is waiting for him or her on arrival at the drinks reception, is what people will remember and talk about long aſter the event is finished.
9. DON’T assume expensive
speakers are always good speakers. Some celebrities, sportsmen or politicians aren’t naturally great orators. You want your speakers to rock the room. Choose speakers who come recommended and complement your event theme.
10. DON’T forget that running your event alongside another, without clashing, can be beneficial. For example, hosting an evening drinks reception at the same time an international conference is in town can work well in atracting prospects who will be in the area already.
Have a happy and successful event!
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