Sight, Sound, Space: The 5 Big Considerations When Setting Up a Business Event

A business event can be invaluable in boosting the awareness of your company. Whether part of a corporate event or a trade show, it can instantly propel your brand into the consciousness of potential customers and clients. However, setting up a business event involves several key considerations. Here are a few to bear in mind.

Photo by Helena Lopes:

Set a Realistic Budget

Establishing a realistic budget for the event, taking into account potential expenses like marketing, venue, catering, and technology needs, is vital. It is essential to carefully manage these costs to ensure that you don’t overspend, which could be detrimental to your business. Key investments, such as one off event insurance to protect your business from damage or cancellations, need to be part of a realistic budget. While some may believe that spending more will bring about better quality results, this isn’t always the case.

Understand the Purpose

Clearly defining the purpose of the event and identifying the target audience will ensure that you plan a relevant and engaging experience. Are you looking to gain more clients, or is it about brand awareness? It’s a misconception that merely being in the company of other big-name businesses or brands will automatically enhance your reputation. You always need to go in with a clear purpose.

Choose a Theme and Format

Selecting a suitable theme and format can help create a cohesive and memorable experience. The theme needs to align with the event’s objectives and the preferences of the target audience. If attending a trade show, ensure you have control over your area. What will hook your customers? Is it engaging material, such as product demonstrations, or is it about the skills of the people on the floor interacting with individuals? Understanding an appropriate format can significantly increase engagement.

Select the Right Venue

Choosing the right venue involves considering factors such as availability, logistics, capacity, and budget. It should be accessible to the target audience and align with the overall themes and purpose of the event. The right venue is invaluable because it is the backdrop of your event, and can dictate the ebb and flow of the day. 

Marketing and Communications

Developing a strong marketing message to promote the event and attract potential attendees and customers is vital. While a content marketing strategy will ensure you promote your business with the right types of materials, promoting an event requires a more comprehensive approach. Identify different options and drum up anticipation for the event so you hit the ground running and capture the imagination of the desired client or customer. Marketing and communications are a common backdrop of our approach to appealing to so many people, we should ramp up our efforts in the right ways so people will want to come.

A great business event can make a massive impact on how your business engages with the right people. When you carefully consider these factors, businesses of all sizes and statures can plan and execute successful events that will meet their objectives and resonate with their target audience.


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