Event topic and goal form the foundation for the whole scene. They dictate what is needed and what the desired outcome will be.

Start by asking yourself a few questions. What is a realistic goal for the event? What was the one thing that made you go ahead with the event? Do you want to increase you company’s brand awareness? Is your business launching a new product or service? Would you primarily like to connect with important business stakeholders?

Decide what it is you wish to achieve and how the event can help you do it. If the event at hand is an annual fair or any other major event that occurs every year, one important key factor is to keep the number of visitors steadily rising year over year.

On the other hand, if the event is a more specific and limited, for example only intended for important stakeholders to your business, it’s important to reach just the right group of people and maximise the benefit that you get from each participant.

Are you planning to sell tickets to the event? Are looking to gain some income or even make a substantial profit? In this case you’re looking to attract as many visitors as possible. This also means hefty investments in marketing – something to consider when planning the budget.

Event resources basically mean the people that work on the project. For the event to be a reality, you need an efficient and functioning team behind you. Events are demanding, there’s no denying that. Different roles demand high level expertise. You need experienced professionals, who are specialised to the task at hand and do the job in a routine manner.

Common roles in events are promotion coordinators, program coordinators, marketing coordinators, various advertising and communications agency roles, security guards, hospitality managers, equipment managers, technique managers, venue managers, commercial cooperation managers and the list goes on.

Because in the end you are the one who is responsible for event, you are also responsible for hiring and managing the whole team behind you. In addition to this skilful team you just put together, also you personally need solid experience from organizing an event. Otherwise before you know it, your busy day turns into a chaos.

The venue is an essential part of any successful event. What comes to the venue, it is no good to get stuck on one company for choice of venues? Every time you must adapt to the event at hand individually and customer specific. When you’re looking for the perfect venue for your customer, make a list of the most important things the venue should have on location right away and what can be added later.

For example – take following in consideration. How much space do you need and what kind of space? Do you need lots of empty space or areas separated from each other? What regulatory restrictions does the space have? Does the venue offer furniture, technique or other services for the space? Is it already too late to book the venue? Confirm good time in advance, that the venue you want is available when you need it. Some venues require an advance booking fee. Find out in advance about possible extra charges.

If you’re having a big outdoor festival in the middle of a know where, could something surprizing cause a problem? For example, is there enough mobile network capacity? How do the guest arrive to such event? Is the parking space big enough for busses or hundreds of cars.

If your company does not have the budget it takes to have an event at desired scale, getting some event partners and sponsors just might be what you’re looking for.

Big and well-known partners can give substantial financial support for your event. In addition, well-known partners can open prosperous PR-possibilities in different channels, from social media to television.

Well-known event partners can give you credibility, stability and draw other companies to participate in event partnerships. One could say that with the right partners, you immediately multiply your changes to succeed.

The more partners you get to share the event financial costs, the less everyone must invest and the less financial risk you have on a personal level, or the company that is organizing the event. Partner collaboration is especially useful in large scale events before the event is well-known, awareness has spread, and safe visitor numbers have become steady.

It’s important to recognize the industries that are suitable for the event you’re planning. The event partners and their products, services or brand values must not conflict with the event in anyway. Think about the visibility your business partners could want from the event. Plan turn-key-ready partner packages. Take in consideration, that one big partner might want exclusivity for something or just the whole visibility of the event.

When negotiating partnerships with different companies, it’s important to recognize the true decision makers. It could be someone from administration or marketing, but often it’s necessary to talk directly to top management, no matter if the company is small or big. That’s how you get things done.

In addition to having the right contacts, it’s important to make contact at the right time, especially well in advance! The bigger the company, the likelihood of them making and deciding over budgets in good time before the next accounting period evens starts, is very probable.

Regardless do you have a lot of money to spend or not, the event budget is always one of the most important things. The event budget goes hand in hand with all sorts of events – internal events, product launches or let’s say a big concert.

Common budget key factors are event marketing costs, event artist costs, venue costs, event sound, light and other technique costs, event personnel costs, event decorative costs, event advertising agency costs, event public relations agency costs and event transport costs.

Without an adequate budget you will never be able to implement the event. Nearly without exception, arranging finance from any party calls for a detailed and well-planned budget. There’s just no way to get around it.

Create a suitable look for the event brand. It should be something that everyone remembers right away and hey, don’t forget to plan marketing. Answer these questions. What is the theme for your event? What is the event logo? What is the name of the event? Does the event have something to identify it by? Is there a fundamental idea that can be seen everywhere? Is there something special that you must pay attention to when creating event image? What commercial channels would you like to be featured in?

Now the planning of your event is good shape but all events, big or small, need marketing. Especially the first time! Television, radio, social media, content marketing, newspapers, digital marketing, fairs, search engine optimization, blog collaboration, influencer marketing, the list just goes on. Today’s marketing is a mixed package of various alternatives that can be used alone or together. You must decide where to be seen and who to reach.