Considering starting your event planning business? Or perhaps you’re looking for ways to attract more attendees to your events?
With the event industry expected to reach a $2 trillion market size by 2032 with an annual CAGR of 12%, it’s no surprise that event planners leverage it to win the hearts of their potential customers.
However, without a well-thought-out strategy, transforming potential attendees into loyal participants can become more complex than necessary. That’s where the proven steps and tricks come into play.
In this blog, we will reveal those proven strategies and tips that you can use to drive explosive growth for your event planning business in 2024.
This Is What Beginners Must Know about Event Planning to Grow Their Business
i) What Is Event Planning & How Does It Work?
To talk about event planning, let’s first agree on what planning itself really is.
Event planning is the art of managing and executing events, ranging from social gatherings to corporate meetings, to celebrate, educate, persuade, promote, or motivate an audience.
Moreover, it happens by asking questions. Additionally, then more questions are posed.
Now, pure, “clean” planning is just asking questions—no guidance, no advice, no consulting, no counseling. And that’s one way to do event planning.
What distinguishes an event planner from an event consultant is that with event planning, you usually won’t get ready-made answers. Instead, the planner will collaborate with you to uncover the best strategies for your event and how to implement them. However, the final decision rests with you.
On the other hand, an event counselor will help you with things like venue search, event skills, event advice, and event planning. They might show you different event paths that fit certain themes and strengths and offer recommendations (which most event planners won’t do).
But usually, event planning is a combination of planning and event counseling. This means that an event planner, apart from just asking you questions, can also guide you to different resources you need related to your event decisions, like venue selection, catering services, event sites, etc.
Important Types of Events
People often ask about the different types of events when discussing event planning. Contrary to what beginners and new event planners might think, events come in a variety of forms.
- Conferences are large-scale events, typically held in convention centers or conference halls. Additionally, they may feature speakers, exhibitions, displays, performances, round tables, networking opportunities, catering, and recreational activities. Moreover, conferences can be academic, business, or trade-related.
- Seminars focus on learning, training, and information sharing. Despite potentially high attendance, they are often divided into smaller groups for more effective training.
- Weddings represent another event type. Additionally, wedding planning services provide common products to help couples realize their dream weddings. These services include venue selection, vendor coordination, and alignment with the couple’s vision.
- Music festivals and other festivals are additional events you may plan during your career. These can range from small-scale literary or food festivals to large-scale music festivals like Download or Glastonbury.
- Charity events vary greatly, encompassing fundraisers, awareness campaigns, contributor appreciation events, and celebrity auctions. The more creative the event, the more funds it can potentially raise.
ii) 8 Steps to Event-Planning Success
1. Define the Event Purpose
Every event has a purpose. Identify yours before planning to start on the right foot. To define your event’s purpose, consider key questions about the who, what, why, how, and when.
For example, why are you hosting this event? What value does it offer to attendees, sponsors, partners, and the community?
Once you’ve addressed these questions, you can then consolidate your findings into a clear and concise purpose statement. This statement should encapsulate the essence of your event. Additionally, it should detail your target audience and their needs, your unique value proposition, goals, objectives, timeframe, and scope.
Example:
“Our Tech Conference 2024 is a meeting place for new tech startups and investors. It’s a chance for startups to show their ideas and for investors to find these new ideas. The event encourages networking and the sharing of knowledge. It will happen from June 1–3, 2024, with speeches, discussions, and pitches. Our aim is to help startups and investors connect and grow the tech industry.”
2. Set Your Goals
Planning an event without goals is like blindly shooting arrows, hoping to hit a target.
Identify the purpose, target audience, and measurable goals for your event. This way, you can create a success roadmap and ensure every aspect of the event contributes to the desired outcomes.
Let’s say you’re planning a “Tech Startup Fair 2024.”
- Purpose: The purpose of the event is to provide a platform for tech startups to showcase their innovative products and services and to connect with potential investors and customers.
- Target Audience: The target audience includes tech startups looking for exposure, investors seeking new opportunities, and tech enthusiasts interested in the latest innovations.
3. Measurable Goals:
- Attract at least 50 tech startups for the exhibition.
- Draw in over 500 attendees.
- Secure at least 10 sponsorships.
- Generate at least 100 leads for each participating startup.
- Receive positive feedback (average rating of 4 out of 5) from participants.
With these goals in mind, you can create a roadmap for your event. Additionally, every decision you make, from the venue to the guest speakers, should contribute to achieving these goals. Consequently, this way, you ensure that your resources are used efficiently and that your stakeholders are engaged, ultimately paving the way for a successful and memorable event.
4. Fix the Venue and Date
Before searching for a venue, understand your target audience and their preferences, needs, and expectations.
Let’s say you’re planning a “Health and Wellness Expo 2024.”
Your target audience is health enthusiasts, fitness trainers, nutritionists, and wellness companies. They would appreciate a venue that’s easily accessible, has ample parking, and provides amenities like Wi-Fi, catering, and AV equipment.
- Choosing the Venue: After researching, you shortlist three potential venues. First, a city convention center offers ample space. Second, a popular health club boasts a relevant ambiance. Lastly, a local community center stands out for its convenient location.
- Setting the Date: You prefer to host the event on a weekend in May 2024 to maximize attendance. Additionally, you also check the local event calendar to avoid clashing with other major events. Considering the weather, you ensure indoor arrangements are robust, despite part of the event being outdoors.
- Finalizing the Venue and Date: After considering all factors, you decide on the city convention center due to its capacity and facilities. The chosen date is May 18–19, 2024, as it’s a weekend and there are no major conflicting events.
5. Assemble an Event Team
Event production often involves multiple departments working together. Your event team should represent each department to ensure the necessary expertise is available.
For instance, you’re planning a “Music Festival 2024.”
- Event Manager: This is the person who oversees the entire event. They coordinate with all team members and ensure everything is on track.
- Marketing Team: This group is responsible for promoting the event. They create and execute a marketing plan to attract attendees.
- Logistics Team: This team handles the details of the event location, transportation, and schedule. They ensure everything runs smoothly on the day of the event.
- Finance Team: This team manages the budget, handles sponsorships, and oversees ticket sales.
- Guest Relations Team: This team takes care of the attendees, artists, and VIPs. They ensure everyone has a great experience at the festival.
- Technical Team: This team manages the sound, lighting, and stage setup. They ensure the performances go off without a hitch.
6. Volunteer Recruitment and Training
A recruitment strategy is crucial to attract and engage volunteers. Use social media, reach out to local organizations, and create an appealing volunteer job description. Effective communication with potential volunteers and building a robust volunteer community are key. A well-developed recruitment strategy can attract suitable volunteers and enhance event success.
For example, you’re organizing a “Community Clean-Up Day 2024.”
- Identify Volunteer Needs: Determine that you need 30 volunteers for various tasks like waste collection, sorting recyclables, and managing refreshment stalls.
- Recruitment Strategy:
- Social Media: Post about the event and the need for volunteers on your organization’s social media pages. Encourage followers to share the post.
- Local Organizations: Contact local schools, colleges, and clubs. They often have enthusiastic individuals willing to volunteer.
- Job Description: Create a clear job description for the volunteers. Mention the tasks, time commitment, and any skills required.
- Communication: Keep potential volunteers informed about the event details and their responsibilities. Make them feel important and a part of the team.
- Training: Once you have your team of volunteers, conduct a training session. Explain the tasks, safety measures, and whom to contact for help.
- On the Day: Ensure each volunteer knows their role. Keep the communication lines open and appreciate their efforts.
7. Confirm Your Special Guests
Assume you’re arranging a “Tech Innovation Summit 2024.”
- Identify the Right Speaker: You decide that a successful tech entrepreneur would be the perfect keynote speaker for your event. Your audience, primarily tech enthusiasts and budding entrepreneurs would value insights from someone who did well in the tech startup setting.
- Consider the Event’s Tone: Your event is professional yet innovative. So, you shortlist speakers who are known for their dynamic and engaging speaking style.
- Assess Potential Speakers’ Knowledge: You look for speakers who have a deep understanding of tech trends, startup challenges, and innovation strategies.
- Prioritize Diversity: You aim to include speakers from diverse backgrounds and experiences to bring a range of perspectives to your event.
- Finalize and Confirm: After careful consideration, you decide on Alex Lee, the founder of a successful AI startup, as your keynote speaker. You reach out to Alex, discuss the event details, and upon agreement, confirm their participation.
This process ensures your special guest aligns with your event’s goals and audience expectations, contributing to the event’s success.
8. Connect with Vendors and Sponsors
Let’s imagine you’re planning a “Charity Run 2024.”
- Vendor Engagement:
- Identify Needs: You need vendors for T-shirt printing, refreshments, and first aid supplies.
- Start Early: You start reaching out to potential vendors six months before the event. Early engagement gives you more options and allows for changes if needed.
- Coordination: Regular communication with the vendors ensures they are clear about the event details and their responsibilities.
- Sponsor Engagement:
- Identify Potential Sponsors: Local businesses and larger corporations interested in promoting health and wellness are your target sponsors.
- Proposal Preparation: You prepare a proposal detailing the event, the expected audience, and the benefits for the sponsor, such as brand visibility and community goodwill.
- Communication: You reach out to potential sponsors, present your proposal, and discuss how their sponsorship can benefit both parties.
- Confirmation: Once a sponsor agrees to support the event, you confirm their participation and discuss the specifics of their contribution.
9. Event Branding and Marketing
Consider you’re planning a “Green Living Expo 2024.”
- Theme Selection: You choose “Sustainable Living” as your theme, reflecting the event’s focus on promoting eco-friendly lifestyle choices.
- Branding Elements:
- Name: You name the event “Green Living Expo 2024: Embrace a Sustainable Future.”
- Tagline: Your tagline is “Your Choices Matter. Go Green.”
- Logo: The logo features a green leaf symbolizing sustainability.
- Marketing Strategy:
- Online Media: You highlight unique features of the event, such as workshops on sustainable living, eco-friendly product stalls, and expert talks on environmental conservation, on your website and social media platforms.
- Marketing Collateral: You use the event name, tagline, and logo on all promotional materials like posters, flyers, and digital ads. This helps in creating brand recognition.
Remember, as the saying goes, “If you build a great experience, customers tell each other about that. Word of mouth is very powerful.” – Jeff Bezos
iii) 8 Event Planning Tips to Accelerate Your Success
1. Understand Your Costs
Start by figuring out what the costs will be. This includes everything from venue rental to catering to ticketing software. If you’ve held similar events in the past, use an old budget as a baseline and adjust as necessary.
2. Finalize Income Sources
Determine your income sources, such as ticket sales and sponsor contributions. Set a realistic ticket price that covers your costs and aligns with what attendees are willing to pay. Remember, every dollar counts, so track your budget carefully to ensure a successful event.
3. Personalize Invitations
Tailor your event invitations to resonate with your target audience. Highlight the unique experiences and learning opportunities your event offers. Remember, attendee satisfaction is a key measure of event success.
4. Engage Your Community
Use the final days and weeks before the event to re-engage your community. Share exciting updates, remind people of the event’s value, and encourage them to spread the word. This can create momentum that attracts a larger crowd to your event.
5. Final Checks
In the last 24 hours, focus on finalizing crucial details. This includes confirming the media list, doing a walkthrough of the venue, checking in with your speakers, and confirming details with vendors. These checks ensure that all elements are in place for a successful event.
6. Self-Care
Amidst the hustle of event preparations, don’t forget to take time to relax. A calm and composed event planner can handle unexpected situations better, contributing to a successful event.
7. Gather Feedback
After the event, ask for feedback from exhibitors, suppliers, and attendees. Their insights can help you understand what went well and what could be improved, providing valuable information for future events.
8. Maintain Communication
Keep the lines of communication open with your audience even after the event. Share pictures, videos, and exclusive content on social media. Send follow-up emails or surveys to show your continued interest in them and to gather data that could enhance future event experiences.
Conclusion
In conclusion, we hope this blog helped you understand the intricacies and excitement of event planning. Remember, with creativity, organization, and meticulous attention to detail, you can create unforgettable experiences and make a lasting impression in people’s lives.
