Eight Steps for Sucessfull Events

Eight Steps for Successful Events

by Bob Crawshaw

In today's competitive environment, the event remains one of the most powerful tools available to communicators. Events are powerful because they provide a physical connection between you and the people you need to reach.

You can use an event to raise awareness of your services or products, generate support for a cause or introduce employees to work practices. Regardless of your motivation, there are numerous event types you can use, including:

• Launches and ceremonies.

• Trade shows, site visits, product demonstrations and open days.

• Online events, web forums and virtual tours.

• Conferences, seminars, meetings, briefings and workshops.

• Commemorative occasions, community celebrations, sporting fixtures and cultural occasions.

There are eight steps for successful events, whether you want to create a modest happening or an Olympic-sized occasion.

Step 1: Set objectives

At the outset, be crystal clear about what you want your event to achieve. Ask yourself the simple question Why are we doing this? The answer will influence everything you do and help you set SMART event objectives:

S Specific (what exactly are you going to do)

M Measurable

A Agreed on by your management

R Realistic (achievable within your budget, time frame and expertise)

T Time (have a specific time line)

There is no limit to the objectives you can set for an event, but at the outset you need to be confident you can achieve each one.

Step 2: Have an appealing theme

The theme of an event dictates how your organization will pass information to those attending the event. It drives decisions on dates, times, venues and who you need to help.

Always look for engaging ways to deliver your message because that way people are more likely to remember your message and act on it. A successful theme is one that appeals to your audience. Develop the theme by getting ideas from colleagues or professional...