4 elements of a successful event

Image: Our bags at the Atout France conference

To run a successful event, there are many elements you need to get right. Of course organising and running an event has many elements, and whole books have been written on this subject, however I have picked out the 4 elements that I consider the most important.

Content
There's nothing worse as an invitee to an event, than turning up, having taken precious time out of the day to arrive at the desination on time, knowing you are putting time aside to learn something new and interesting, where the content is skimmed over and it turns out it was more of an advertisment for a company's new product and a networking event for the hosts, than educating the audience.
 
If you send out an invite to an event, and it clearly states that attendess will 'learn about x' then take at least 10 minutes to teach about 'x'. If you intend to skirt over the content and just spend 5 minutes advertising your new product or service, don't mention in your invite that you will be teaching anything. People do turn up with the desire to learn - so if you have no intention of teaching, some of your attendees will go away with a negative view of your business.

There's nothing wrong with inviting people to attend your new product launch, with networking.  In conclusion - don't decieve your potential clients in your invitation. People will see right through it.

Catering
Even if you dont have a large budget for a full spread, the least you should do is provide tea, coffee and biscuits. It leaves a bad impression if people think you are too tight to even supply the basics!

If you are offering a breakfast, lunch or cocktail spread, make sure you get it right. Food is very important. People will comment on the food more than the content of your seminar or conference.

If both the content of your seminar is educational and interesting, and the food is great - you will have made a great impression on the attendees.

Giveaways
Everybody likes a give away - especially food! Biscuits or a packet of chocolates with you logo on, or a useful product - like picnic flutes or a small umbrella with your logo on, are always well recieved.

Also a small brochure or flyer that ties in with the event, with a call to action and your contact details.

Depending on your product / service, even having a sample of the product or a voucher for your service, is a great idea. That way people will sample your product or service, which may lead them to become repeat customers.

Bags
Your custom printed bags should tie in with your event. To make your event really unique, you should invest in event bags for that particular event (even if it means doing a short run for a small event).

You could have a call to action printed on the bags, a fun message about the event, or even key learnings - so that your deleguates will remember your event as well as your brand.

Custom printed bags that are customised to that particular event are more effective than the standard logo branded bags. Unusual and fun is memorable. Make your bag unusual or fun (or both), whilst keeing with your brand personality.


We hope these tips will help you hold a successful and memorable event for your current and potential customers!