Planning an event, no matter how simple it may be, implies several procedures and steps that should not be ignored. Due to lack of experience or unfamiliarity with the market, there are some very common mistakes when organising an event, which can be fixed with proper planning.
Nothing worse than spending weeks or months organising the most various details to then watch the whole event fall apart because of one single issue. It could be something as simple as not confirming the number of guests, having equipment that doesn’t work properly or not reaching the anticipated audience because the event wasn’t properly promoted.
We’ve put together the top 10 mistakes to avoid when organising events and how to find a solution for each one.
Flawless event organisation
We’ve put together the top 10 mistakes to avoid when organising events and how to find a solution for each one.
1st mistake: Lack of planning.
Attention to detail is one of the main characteristics of a good event organiser. For someone who’s not experienced, it’s normal to forget to confirm attendances, not to book the right infrastructure in time or even not to check all the steps to be taken at each part of the process.
Solution:
Hire a specialist company like Events Plan It, which is able to plan all stages from pre-event to post-event follow-up, organise a schedule, manage teams, delegate tasks and coordinate everything needed.
Only with experienced planning, adequate resources and a good network of contacts it is possible to smooth out processes and fix mistakes in an effective way.
2nd error: Not defining the audiences.
It is essential to bear in mind who the event is aimed for. What is the company trying to achieve by organising an event: gaining financial backers or customers? To get involved in the community or to increase its influence in a PR campaign? If you don’t reach the right audience, your event cannot be successful. It is the targeted audience profile that should define the kind of event to be organised, the location where it can be held and the equipment that will be needed.
Solution:
Publicise the event on the right channels, suited to the target audience. For example:
– A new fashion collection requires an event designed for influencers, bloggers and journalists, promoted on social media sites where they have a presence. A fashion show with after-party will capture their attention. It needs special lighting, sound and a bar.
– A fundraiser is aimed at benefactors, entrepreneurs and private entities. The presentation of the project in question must be complemented with exclusive and personalised invitations to a gala dinner or an auction. It requires extra care in the decoration, catering and assistance to the guests.
3rd mistake: Not taking advantage of the network.
Sometimes people are disappointed to see a simple presentation without being able to ask questions or interact with the speakers. At events that are too short or poorly timed, there is no chance to network and they get very little out of the event.
Solution:
- Create networking opportunities in appropriate slots.
- Organise a coffee-break that provides an opportunity for informal networking
- Set aside a table or an area for speed-meetings
- Use the occasion to create or strengthen a sense of community
4th mistake: Making rushed decisions.
An events’ organiser is always under a good deal of stress: pressure to get it all right, making quick decisions in a short period of time and on various fronts. It’s a situation that can lead to mistakes, oversights and misunderstandings. Above all, it can lead to unnecessary waste of time and money, which are precious in any planning.
Solution:
Being assertive and thoughtful in decision making ensures a better end result. It is vital to be well informed about every step of the way, including budgets, orders and deliveries. In particular, it is a good practice to set aside a part of the budget for contingencies and have fall-back solutions ready to work if something goes wrong.
5th mistake: Lack of coordination of people and teams.
Another common problem in event planning is a lack of coordination of people and teams. For example, cleaning up before a dress rehearsal that will make the space dirty again; not informing the caterer of possible dietary restrictions; having entertainers scheduled for the wrong time.
Solution:
It’s natural to have to change the schedule, but you need to make sure everyone involved is informed about the changes. This way, everyone has the possibility to adjust to the circumstances.
6th error: Lack of access to data.
When organising a corporate event it is quite common to have different people in charge of a certain aspect. This often leads to duplication of work, competition between teams and even conflicting assignments.
Solution
Promote internal communication and coordination between the different teams. Take advantage of all available technology to access information and manage the whole event more easily. From sharing and updating data – guest list, supplier contacts, etc. – to payment control and checking tasks.
7th error: Not following up on the event
How to know if an event has been successful or unsuccessful? How do you measure the impact of what has happened? And what added value can the company obtain from this investment? What lessons can we learn from this and what’s next? Abandoning the people who attended a particular event is a mistake that often happens today.
Solution:
Follow up on the event by getting back in touch with those who attended. It is important to maintain a privileged relationship with audiences over time. With the right platforms, you should be able to sum up what happened, highlight the main points covered, ask for their opinion and contributions. This is a platform for announcing other new business opportunities or news about the brand.
8th mistake: Poor promotion of the event
An empty audience can be just as problematic as over-attendance. It is a recurring mistake to announce an important event too early and not remind guests a few days before. On the other hand, giving notice at short notice can cause scheduling constraints. Having the wrong people will not benefit the company either – you need to consider the purpose of the event and the audience you want to reach. Is it worth investing more in public billboards, advertisements, personalised mailings or social media? You may need to use all of these to increase the event’s reach.
Solution:
- Send a “Reminder” a few days before the event, to everyone who has confirmed attendance;
- Confirm access information and, if needed, inform about accommodation and activities to do on site;
- If the event is free of charge or has the potential to attract many people, warn of the capacity limit
- Use the most appropriate channels to promote the event to your audience
- Digital media can save a large part of the budget.
9th mistake: To make the event totally unrelated to the brand
Not thinking about the event as a whole is another recurring problem. Holding an event should fit into a company strategy or be identified with the brand. At the same time, the organisation of the event goes from the moment it starts being planned to the follow-up afterwards. Thinking only about the presentations without planning the seating is a bad start.
Solution:
Consider at all times what the purpose of the event is. All persons and teams involved should be aware of this goal, and all planning stages should be designed with this goal in mind. Keep the objective visible, whether it is selling a product, promoting a service or bringing together market experts.
10th mistake: Not to hire an expert in events' organising
Some companies have professionals who are fully devoted to organising events, with the experience and means required to carry them out. However, most organisations are not aware of all the procedures that an event requires. Trying to do everything yourself is a mistake. And not taking into account the size or location of the event can cost even more money.
Solution:
As in point 1, we recommend that you hire an event organisation company.
Events Plan It is used to organize events in the Algarve of all kinds and all sizes, whether corporate (e.g. directly with hotels and via travel agencies) or private.
