A Purpose and a Plan: Essentials for Holding a Successful Business Event


If you decide to hold a business event, there are a number of things that you can do to ensure it goes smoothly. Here’s a quick guide from start to finish so you can ensure it is a complete success.

Decide on the Purpose

First of all, you have to decide why you want to hold an event in the first place. Are you planning a product launch, for example? Or perhaps you are trying to attract the best people to your job openings? It could be any reason.

Just make sure you know exactly why you are doing this, because this will help with the planning. It will also allow you to communicate the purpose of the event clearly so everyone can work towards the same goal, and it will ensure you can work out whether it has been a success after the event has finished.

Come Up with a Plan

Now you have a purpose, you need a plan to work out how you will go through with the whole event from start to finish.

There are lots and lots of things to consider, including the venue, the entertainment if it is that kind of event, who to invite, the date and time of the event, and more.


Make your plan as clear as possible, and work on it with your team rather than on your own. Also put someone in charge of organisation if you cannot do it yourself.

You will also need a marketing plan that details how you will get the word out about the event. Do you have a list of email subscribers? Will you send out a direct mail campaign? Will you send personal invites? These are all things to consider.

Make a Travel Plan

Try to keep the event nearby to make things easier, as long as it is somewhere that is convenient for all your guests. But you may have to organise it further afield, in another city or country.

If you have to travel by plane to your business event, make sure you plan for all contingencies. For better results, be sure to fly in the day before, so you have plenty of time in case something goes wrong. If you face airline delays or cancellation, work out whether you can claim flight delay compensation with a specialist like Bott & Co Solicitors.

Make Sure Everyone Knows Their Role

Ensure everyone is very clear of their role for the event. You may want to use a tool like Basecamp or Slack where everyone can share notes and keep up to date on everything in one place and ensure good communication, and this will help it to go smoothly.

Manage the Event Properly

Once the day arrives, your plan is going to help with managing the event. Ensure everything is in place, such as catering and entertainment, and check this all the day before. Make sure you have any promotional literature ready to hand out, and assign someone the task of helping out guests when they arrive.

Find Out Whether It Has Been a Success

After the event has ended, you will want to know whether it has been a success. This depends on the purpose of the event you are holding. For example, you may want to keep track of sales of your new product that were made at the event. Look at other aspects too, such as the overall cost of the event and any reimbursements you may be eligible for, such as in the case of a delayed or cancelled flight.

Sometimes it may be harder to find out whether you have hit your goal because the even may be to grow awareness. In this case, you may want to send a survey to your guests a week or so later to ask them what they thought. Just make sure you do some follow-up, and then you can use what you learn to improve your next event.

Kevin Farrell runs a business events company and writes on this topic for business blogs, sharing his tips and knowledge around the internet.

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