Event Planning Tips 

Project forwards.  Work backwards 

That's what we recommend….  Start at the end. 

Your guests are leaving your event.  It’s been a sensation.  What is it that you hear them say?  Start with the end goal: your definition of success.  In analysing the elements that made it such an achievement, you are working your way towards your beginning – the brief.  Why?  Because a specific brief is your route map to that successful end goal. “Exceptional”, that’s what you heard them say. 

So in terms of exceptional bespoke events, here are some you might like to consider

  • Learn a song with a group of professional singers and then record it in a well-known recording studio
  • Wine & curry matching!  Yes, that’s what we said – wine and curry.  Join one of the top wine journalists in the country at a top London curry restaurant and understand why it’s not necessarily Asian beer that is best.
  • Take part in a vintage rally around the roads of Monaco in classic 2CVs, the ultimate in French design.


Here are a few more tips to remember when planning your annual event programme.

Consider events as an integral part of your marketing strategy. 

Events should work alongside advertising and PR towards an integrated marketing plan rather than as a stand-alone. Remember that events have the potential to sell, market, build brand awareness, increase profile, provide PR and a face to face client meeting all in one go.

Target your audience.

Your event is only as good as the audience it attracts and the value that audience will bring to your business. Maximise the hot clients and prospects and minimise those out for a ‘jolly’. Focus on quality before quantity. Likewise, big budgets don’t necessarily achieve greater ‘success’ – being targeted and focused does.

Match the event to the audience.

Your event needs to attract and excite your target audience so be aware of what your audience wants, not just of what the boss knows and loves. One size does not fit all so you may need to consider a series of smaller events, each tailored to an audience sector, rather than one ‘universal’ event.

Set objectives and measure success.

Be clear on what you want to achieve and what criteria would make the event successful. Don’t think the event is finished when the last guest leaves – quite the contrary – this is where the follow-up process and real return on investment begins. Be rigorous in the invitational and follow-up process and have a back-up plan for those unable to attend.

Reflect the company brand in your event.

Your event is an ambassador of your brand so make sure that every element of the event reflects the brand, from the invitations right through to the décor. Moreover, think creatively – don’t just stick a poster of your company logo on the wall.

Keep your eye on the goal – ROI.

Remember that the logistics and the planning, while fundamental to the smooth running of the event, are just part of the game – the winning goal is beyond a well-run event – it is an ‘intelligent event’ to generate return on investment and to contribute to a successful working marketing strategy.

Intrigued? For more information about the tailored corporate events we offer, please call 0845 125 4880 or click here to email us.