July 17, 2018. Marketing Author: Sophie Jackson

Have you got your ducks in a row?

Planning an event can be daunting. There are so many components to think of and so many that can go wrong.

Any missteps can have a detrimental affect on your brand and any future events you’re planning. 

As the expression goes, you want to make sure you have your “ducks in a row” before you begin the planning process. Here are some of my top tips to help.


What is the purpose of your event?

Why are you planning this particular event? Sometimes when we think of a great event idea, we forget about what the purpose of the event is, or its overarching goal.

Make sure you have a clear business reason to hold the event. Lacking a defined event objective can be a costly mistake, especially if this mistake means people don’t register!


Who are your ideal attendees?

Depending on whether this is a structured corporate meeting or an exclusive chef’s table event, you’ll want to carefully consider who you will be inviting to your event.

Is it a C-Suite event or Business Partner facing event? By defining your target audience specifically for your event, you can ensure a much better attendance percentage.


How are you getting the word out there?

With the dreaded GDPR in full swing, we now have to think more carefully about how we promote events.

It’s great if people are signed up to receive your communications, but if not, then what?

Social media can be a great platform to get your event out there to a wider audience. By having a social media plan, you can help create a great buzz around your event.

But what if you’re planning an exclusive C-Suite event? Then despite all this, people still prefer to receive email invitations.

If your sales team or directors have a good relationship with those you want to invite, lean on them to assist in getting your invites out there. After all, they have the relationship and can better guarantee a positive response.


Blurred Classroom


What about logistics?

This can be everything from signage to parking and food. They may seem like small things but these are some of the things that can make or break an event.

If you’re holding your event in London for example, it’s highly unlikely that you’ll have to worry about parking, but what about if your event is in a more remote location? 

When it comes to things like food, how many will you cater for? What kind of food will be served? Hot? Cold? Buffet? Full sit down meal?

These are often answered by two factors – the number of people you are inviting and the event budget. A full sit down meal is 9/10 more expensive than a buffet option.

If you’re holding a large event, do you want to over cater or cater for the exact amount of people you’re inviting?

Usually caterers will prepare for additional guests turning up on the day, but I would 100% double check this with them. 


Can you provide giveaways?

Giveaways are always a winner at any event. From large Expo to C-Suite dinner, providing your attendees with some kind of giveaway is a great way to thank them for supporting you at the event.

You might not be able to afford giveaways depending on your budget, so seeking sponsorship may be an option. Whatever you do, don’t let keeping costs down lead you astray, as often what you give away reflects heavily on your company. 


These are just some of the tips I have pulled together to help you when planning your next event. For further information and more ideas head to www.arrow.com/resources/events or email sophie.jackson@arrow.com for all your event needs.

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