There are certain golden rules that you can follow to ensure your event is a success.

Use this checklist to make sure that you have covered all your bases and that your organisation is airtight. This way, no matter how small your event, you’ll be sure that it makes a big impression.

In the first blog of this three-part article, we look at the initial planning and setting up a budget.

Initial planning

Decide on your target audience

Clearly define at whom this event is aimed. Know who your target audience is, as this will determine the nature of your event. All the other elements are dependent on this – format, content, prices, location, etc. This will also help you to keep focused on specific goals.

Make lists

Every single element of your event will play its part in making it a success, so you cannot afford to neglect even the smallest detail. Make a list to help you to stay on top of things and prevent anything from slipping through the cracks. Being organised is the best way to keep your finger on the pulse of every single element.

Have a clear business purpose

Know why you are hosting the event, be it to create brand awareness of the company, promote certain products or services, develop customer loyalty, create leads or a way to make money. Make sure that your team and all your service providers know the reason for the event and what you would like the outcomes to be.

Avoid clashing with other industry events.

Don’t schedule your event too close to similar events or other important events in your industry, especially regular ones. Also avoid organising evens too close to holidays or popular vacation times. It’s important to check for other events that your target audience might be attending.

Be flexible, but not too flexible

As your planning progresses, you will find that some of the elements, by necessity, have to change or be adapted. This is normal, so take it in your stride. While you should keep your original goal and desired outcomes in mind, a change in venue, menu or timing will not affect these in a major way.

Know your limitations

While you obviously want to host the event of the year, you need to be realistic about your limitations, be that logistically or budgetary. If you don’t have a lot of time to plan the event, opt for a smaller affair that is still classy and special. Big events needs months of planning and an extensive budget that is more difficult to manage.

Create goals

When you start planning your event, always begin by formulating a strategy that is strong, well thought out and measurable. Know exactly what you are trying to achieve. Stick with your goals and have an outline of the preferred outcomes. This will guide you in implementing your strategy and increase your chances of success.


Develop a financing plan

Make sure your cost estimates are realistic. Know from where your funding will come and ensure that it is guaranteed, whether it’s provided by sponsorships, ticket sales or internal marketing budgets. Know how much money you can realistically get. Make sure sponsors have signed before you book a venue or sign any contracts. Sell advance tickets to ensure you will have a big enough turnout to make money from tickets sales.

Create an expense budget

Events cost more than you think, especially venues, food and beverages. Remember to allow for the price of any permits and licences you might need. An event planner will be aware of these and include it in his or her planning. Sponsors might come in handy by offering something in kind, e.g. a sponsor for the beverages.

Consider crowdfunding

If this is your first event, raising money through crowdfunding is a good way to fund your budget with ease of risk. By publishing your events on these platforms, attendees will need to pledge for tickets for the event to take place. If the minimum number of attendees required is not met, the event does not take place.

In the next part of this article, we will look at how to best market your event.

If you need assistance in organising an event, however big or small, contact UP A TONE EVENTS today for a one-stop solution.