What makes a successful event?

Event planning is an incredibly stressful profession, fraught with frustrations and conflicting priorities. Getting it right can be hugely rewarding for those involved, unfortunately it’s not always easy for a planner to say what ‘right’ really means. This short post will give organizers a few tips to ensure they can at least envision what their events need to be successful.

Great communication

Before any planning can even start, the organizer and the person they’re working for need to perfectly understand the requirements. First and foremost amongst these comes the goals; why is this event being staged and what does the person paying for it want at the end. As this stage is so critical, it is suggested that confirmation by re-phrasing is used. For example:

Client: “This event is about raising the profile of my company’s brand and we’ll use it to launch a new product”

Organizer: “So, a successful outcome is an event that both raises your brand’s profile and has a great product launch.”

Client:  “Yes”

Organizer: “Which one is more important to you?”

Genuine understanding

As the last question in our fictional exchange alludes to, it’s important to understand where a client is coming from and where their priority lies. This step will ensure that, from the outset, all parties understand each other and will pull in the same direction.

As well as understanding the goals, understanding the limits is crucial. Any exchange must absolutely clarify the budget and establish areas the event planner has room for maneuver in and where the client has a set opinion.

Who is the target?

The other aspect that must be clear in an event organizer’s mind is exactly who the target audience is. This needs to be specific: what age, gender, average income, how far have they traveled and any other relevant details.

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