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This is the first post in a series of trade show and event related postings over the next few days/weeks.

Companies that hold events need to give them the attention they deserve. They need to look at events as a strategic business tool.

As a strategic business tool it’s integral to a company’s own success to ensure that any event they run is successful too. That means proper event planning, often months before the event.

Event Planning and Preparation

Having identified that you want to hold an event, or event series, you need to decide your objectives for it, these can be any of the following:

• Getting leads
• Selling products and services on the day
• Making profits selling the exhibition space
• Being seen as an expert by presenting
• Teaching attendees how to use your product
• Providing attendees with your expertise
• Publicity for launching your product or service
• Rewarding staff, suppliers or clients with a party

Internal events tend to have a different set of objectives, commonly one, or more, of the following:

• The company explaining strategic direction
• Managing change across the company
• Educating and training staff
• Staff generating new ideas and giving feedback

Event Organisation

There are many ways of running an event. You can run it yourself, run it with a committee or team or hand over to a third party, usually an event management company or venue team, to run it for you.

Events also cover exhibiting at any conference or exhibition. They all need organisation to succeed.

In the UK each year an event conference called “International Confex” is held where you can find hundreds of venue and event service exhibitors and get ideas for your own events. The event is on at Earls Court London (on the 12^th to 14^th February 2008).

Enter your details in the form after the tags and I’ll send you my Excel Event Planner which gives you the list of tasks which you need to undertake a few months, a few weeks and a few days before the event and then some afterwards. Follow them and your event will be more successful.

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