Top tips for preparing for an event

As a public relations agency, we often get invited to share our expertise in PR, content marketing and social media at national events. Amplifying the success of events, whether online or in-person, is the key goal that should be forefront of your mind when preparing for an event. 

 

With that in mind, let’s dive deeper into the nuances of event management and how using all your skills, along with technology such as event management software, can make for an engaging and an impactful experience for all involved parties.

 

Preparing for an event: top tips

Make sure you attend any event with a clear objective; what do you want to get out of it? That may be the chance to network, to attract leads or to learn something new yourself but, whatever it is, keep this goal in your mind.

 

Make sure to plan your content around your audience and give them what they want. You will generally have limited time so you need to maximise it; you need to make sure its relevant otherwise your viewers will (literally, in these days of online events) switch off.

 

If you need a helping hand, now we’re in the age of digitisation, successful event management leans heavily on the strategic use of management software. If you’re unfamiliar with it, event management software works as a centralised platform that streamlines the entire process from planning to execution. 

 

As part of this process, it can manage many of the more administrative aspects, such as attendee registration, ticket sales, communication, and scheduling, which will help to free up yours and your team’s valuable time for other crucial tasks. Another added benefit of such software is that it also includes data analysis tools that provide actionable insights to help improve future events. 

 

The software can also help with the more physical elements of event management, such as floor plans.

 

Programmes can consider the layout of your event, which is a critical aspect often overlooked in event planning. If the event is physical, using accurate floor plans is crucial for crowd management and ensuring seamless movement of attendees – making sure nothing gets lost in the crowd.

 

Management software often includes a feature for creating and visualising floor plans, providing a holistic view of the event venue, and identifying potential bottlenecks in advance. 

 

However, while the darkest days of lockdown are behind us, virtual events are still popular, as more employers offer hybrid and home-working as standard.

 

Virtual events are cheaper to put on and will often mean more people can attend, but they still need to be managed carefully.

 

And while you may not think of it immediately, for virtual events, a well-thought-out navigation plan is equally critical. While most people are up to speed with Teams and Zoom, anything more complex will still be new to a lot of attendees, so make sure they are able to easily find sessions and engage in activities. Again, management software comes in handy here, allowing for the creation of intuitive, user-friendly digital environments that work well for all participants.

 

Preparation, preparation, preparation

While tech can help, never underestimate the significance of a skilled, human event team. 

 

Events don’t just happen, and behind every successful event is a competent, dedicated team working tirelessly in the background to ensure that every single aspect goes according to plan. Your event team should be well-versed in leveraging the event management software to optimise and streamline operations, while also being aware of its limitations and when the human touch is needed.

 

Effective communication is vital within the event team and across the wider comms and marketing team. Regular meetings should be held before, during, and after the event to discuss plans, responsibilities, and feedback. Each member should have a clear understanding of their roles and how they will contribute to the event’s overall success. 

 

Here, too, event management software can provide solutions, providing features that enhance team collaboration, such as shared calendars, task assignments and real-time updates. 

 

One key part of planning an event that you don’t want to leave too late is promotion; how else will people know to sign up and attend? 

 

Use email newsletters, social media and website banners to draw attention to your event, with clear details on all the important elements: when and where is it, how much does it cost, how can people sign up.

 

This is also the perfect opportunity to sell the event, letting attendees know exactly what they’ll get out of it and encouraging them to head along.

 

During the event

While preparation is key, the work doesn’t stop there.

 

During the event, your team should continue to be vigilant, monitoring the progress and ensuring everything is running smoothly. A dedicated team member should be assigned to managing inquiries and feedback from the attendees as they happen, to ensure there’s no escalation. A proactive approach in addressing any issues will not only solve problems quickly but will also showcase your team’s commitment to delivering a seamless experience for attendees. Remember, problems can happen, but it’s how you deal with them that will most often be remembered. 

 

Again, the same rules apply for a virtual event – and are arguably even more important.

 

If you’re presenting via webcam, it’s absolutely vital to be engaging and hold your audience’s attention; after all, they literally have the ability to simply turn you off if you’re not giving them what they want.

 

To keep viewers’ attention, it’s vital to be passionate and energised about whatever it is you’re talking about; use slides and pictures, keep your tone of voice bright and offer opportunities for audience participation. We always try to make our content as valuable, insightful and as engaging as possible so it can translate to any medium.

 

Use visual aids and talk around them – we don’t want death by PowerPoint – and use real-life examples wherever possible to convey your message.

 

On a more practical note, make sure to have someone on hand to monitor a chatbox and answer any questions or comments that come through. Remember, you’re trying to replicate the feel of a real-life event, so opportunities for interaction are key. It’s also a good idea to keep an eye on your website’s landing page to see if people are checking you out.

 

Sometimes, your talk goes so well that you run out of time and your audience is left with unanswered questions. In cases like this, collate them and get back to viewers after the event – not only does this reflect well on your professionalism, it also gives you another chance to reach out and get in touch.

 

Following up after an event

To make sure you can keep up the momentum after the event, offer your audience something of value – a video of the seminar, or a PDF with useful tips, for example – that they can exchange for their contact details.

 

Once you have their details, make sure to follow up with an email; nothing too pushy, just reminding them what you talked about and sharing your contact details. Or, if someone expressed an interest in working with you, this is a great time to follow up and outline exactly how you can help.

 

You can also use this information to connect and engage with them on social media, keeping you and your brand active in their minds.

 

Speaking of social; make sure to create summary videos for your platforms. This creates some great, multi-use content to be shared on a variety of platforms, which is a helpful reminder for people who were there, and a useful resource for those who weren’t. 

 

It also helps you stand out on social and further position you as an expert in your field – who can put on an impressive event!

 

Another crucial post-event task is data analysis. Management software often includes analytics tools that allow you to examine participant engagement, feedback, and the overall success of your event. Such data-driven insights will guide your future events, helping you to continually improve and meet your audience’s expectations.

 

Lastly, as with any project, a thorough debrief with your event team is a must. Discuss what went well and identify areas for improvement. Did you achieve your initial event objectives? What feedback did you receive from attendees? Use these insights to refine your event strategy moving forward.                                      

 

In conclusion, effective event planning and management revolve around a clear objective that remains at the forefront of everyone’s minds.

 

Strategic use of management software can support, taking the weight of some of the administrative tasks, but you’ll still benefit from a dedicated, experienced event team. 

 

By using all of these elements together, combined with careful attention to detail and a focus on creating engaging experiences, events can become more than just gatherings; they can be platforms for connection, learning, and growth.

 

Remember, we’re always here to provide our expert guidance on hosting or attending an event. If you have any questions or want to discuss further, feel free to contact us at 01325 486666 or info@harveyandhugo.com.

 

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