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London Business Matters

58 MEETING & EVENT VENUES How to organise the perfect event Organising a perfect event is a huge challenge. Depending on the type of event you are organising, the time necessary for the preparations might range from several days to several months. All venues are very different and listening to the client’s requests is very important. 1. Plan “Consider your audience when scheduling your event. To maximise attendance ensure that your event is held on a day and time that is suitable for everyone. Perhaps that’s a slow time in your industry for example teachers during the summer holidays, or a midweek event when people are likely to be working. For every event, you should set two goals: what you hope to accomplish, and what you hope your attendees will accomplish. These planning tips will help to focus your efforts and provide a meaningful experience for all involved. At this stage also consider budgets. Set out a budget for each aspect of your planning, for example; developing the project, printing of invitations, venue booking, catering etc.” 5. Feedback “There is always opportunity to improve on your event. Post-event activities can reveal useful information about what worked and how you can improve your next event. Track those who attended vs. those who did not. Send a timely follow-up communication to include highlights of the event, pictures and overall summary and perhaps conduct a post-event survey of attendees to capture their experience at the event.” 2. Invitations “First impressions count, so ensure your invite represents your organisation as professional as possible, ensuring the invite is engaging. Your invitation should communicate the basic information about your event and be branded clearly. Draw up a contact list with names and contact details for each person you are inviting and keep a record of when the invitations are sent and a record of all responses received.” 4. Promote Proactively “To ensure a successful event, invitations may not be enough to ensure optimal attendance. Raising awareness of the event through social media, advertising, and marketing helps to ensure the message about your conference and will help build momentum to the big day. If you have a guest speaker, you could also consider using a Twitter #Hashtag to encourage questions in advance. Build a database of people who enquire about the event and keep them informed of other events you hold in the future.” 3. Choose an appropriate location “The success of the event depends on the venue and where it will be held. The location is important both for you as an organiser and your guests. The look and the standard of your chosen venue are of huge importance since it shows your taste and the prestige of your event. It is worth paying attention to convenient access to the venue for your guests and ensure you have all equipment you need is at hand.


London Business Matters
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