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May 13 2011

7 Tips To Successful Event Planning

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Event planners seeking a theme around which to build a novel attraction might do well to take a look at a Hawaii surfing theme.

But before jumping into the water, consider the factors upon which this seemingly no-brainer of a recommendation is based as many event planners have found themselves with the greatest sounding theme yet a small turnout or, possibly worse, a great crowd finding themselves bored and wondering what to do next.

There are a number of elements that when incorporated into an event help to make it a winner from the point of publicity through that very late hour when the last guests are finally told they really have to leave. These elements are the same whether it’s a casino night, clambake, or barnyard ho-down. These are the elements that will often make or break your event.

To a large extent, these elements are the same when planning for exhibitions when your success is dependent on making folks stop at your exhibit out of the scores of others competing for their attention. After all, we all know the feeling of manning a booth in which the only people in it are the spillover from the adjacent booth, don’t we?

Give ‘Em A Theme!

An event without a strong theme is nothing more than a function. Not all bad, but hardly the thing that makes memories. The road to excitement starts when your event is one people are curious or downright excited about and appealing themes will play a big part in establishing that level of interest! So where do you start?

Give ‘Em Something Exotic!

The folks in Boise, Idaho, might not get too excited about a Midwestern Barbeque Night but those of us here in the islands who’ve never ridden a cart filled with hay would delight at corn on the cob and pulled-pork off the spit in between throwing horseshoes and cow dung chips.

At the same time, offer our Midwestern friends an opportunity to enter a big wave surfing contest while their lei-decked friends with Mai-tais in hand cheer them on and you’ve got the first element of a successful event – a taste of the exotic!

Exotic is really anything that’s attractively different than that which we’re accustomed. Our ability to deliver something to our guests that puts them into another time or place for those few hours they’re with us will determine the excitement and appeal the event holds for them.

Give ‘Em A Challenge!

Horseshoes, cook-your-own, surfing contests, craps, poker, blackjack, and dance lessons all offer one thing in common – the opportunity for your guests to engage themselves in a challenge… not so much between themselves but with the activity. This is a key element to instant camaraderie allowing your guests a common and exciting subject to talk about.

Selecting the activities is key and the best ones are those that are as fun to watch as they are to do! Consider walking into a large convention hall and hearing folks screaming and laughing as opposed to the drone of muted talk reflective of your high-classed cocktail parties and you have the difference between an activity and an event!

Give ‘Em A Setting They’ll Talk About!

Imagine walking into the site of your event and finding hay all over the floor… or sand… or discarded peanut shells. The setting you create is what allows you to take your guests to somewhere they’ll find enchanting—simply because it’s so different than the setting they left when coming into the room. Elements like coconut trees, hay lofts, and real live barbeque pits are all worth they’re weight in gold when combined with food, activities, and entertainment that tie in with the theme!

Settings which provide for photo-opportunities… the seven-foot tiki, Paul Bunyan’s stool, or a blackjack dealer’s uniform and table are all elements that encourage your guests to pose for pictures within your event. This is your best advertising for future event-planning contracts and will delight your guests at the same time.

Give ‘Em Food & Drink With A Flair!

While everyone knows to serve Mai-Tais and Pineapple Smoothies at a Hawaiian-Themed event, you can also get by with some pretty ordinary fare given a dose of creativity. Hot dogs with Hawaiian garnishes, tropical flavored snow cones, and some coconut-crusted fried shrimp are not at all Hawaiian food but will draw raves from your guests all the same!

Here again, the rule is simple. You might call it disruptive positioning, a strategy in which you present your guests with something close enough to familiar so they’ll like it yet different enough to take them out of that same zone of familiarity.

Give ‘Em Something To Take Home!

Events are more memorable when a take-home item is offered… especially when your guests are unlikely to have one already! How many do you know with their own tiki key-chain, shark’s tooth necklace, or Tahitian pareu? The more different your event is, the easier it will be to find something unique as a giveaway.

For those events with good photo-opportunities due to settings or attractions, photos are a good a give-away as anything. And, exhibitors will also appreciate the opportunity to exchange interesting giveaways for leads, too!

Write ‘Em Up!

After the event, take advantage of whatever additional publicity you can generate like in-house news releases or photos you can share with the company or online venues available to you. Chances are slim that any of the media will pick up on your event but the sponsors would probably be all too happy to publicize anything you can share chronicling the event–winners, candid photos, messages from guests, etc. After all, the success of the event you planned is their success, too!

Surfing Anyone?

So now, perhaps you’re ready to jump into the water with a Hawaiian surfing-themed event. For those of us living in Hawaii, pulling off an exciting Hawaii theme event is like trying to sell a fish saltwater. However, by adding a unique device like the video surf simulator, you’ve got something that will appeal to anyone from the hardcore surfer to the little old lady from Pasadena and her brother in Kalamazoo!

The video surf simulator is a patented device that allows the “rider” to manipulate a real surfboard to control his or her on-screen counterpart. By truly mimicking the actions and wave-riding maneuvers of real surfing the video surf simulator offers the closest thing to surfing out of the water. Combined with a large projector screen the video surf simulator becomes a traffic-stopping attraction that no one can miss let alone pass by.

In offering guests the opportunity to participate in a surfing contest the video surf simulator fulfills the exotic, challenge, and setting aspects that will contribute to a great event. Combine that with the photo opportunities and pre-event publicity and most event planners will find it easy to develop the rest of the elements that will make the event one that draws, entertains, and is talked about.

So wherever your event might be, consider a Hawaii surfing theme. If it’s a big attraction in the islands, think of the impact it would have somewhere in the heartland!

Aloha!

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May 10 2011

Corporate Event Management

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Corporate event management involves managing various corporate events that can be a special media event, an internal event or event open to the public such as a fundraising gala. They are usually managed by a professional planner whose specialty is corporate events. An experienced event planner has the expertise to research and plan a successful event from start to finish.

Some of the common examples of corporate events are launching a product, road show, galas and media event with corporate sponsorship. The events are managed according to their respective nature, keeping in mind the aim of the event, the audience to be reached and the content of the message to be transferred.

Launching a new consumer product is a good example of what a planner does to manage this type of corporate event. Launching a product involves consumer conviction as an ultimate goal. The customer has to be convinced to buy the product by using innovative ideas. A corporate event manager might set up a convention to launch the product. This would involve planning all pre-convention meetings, working with graphic artists, writers and printers for all printed materials, choosing a location for the convention, selecting food and entertainment, etc.

The basic requirement for managing a corporate event is a step-by-step disciplined to see through various tasks from start to finish. There are many corporate event management companies offering professional services. They will work with the company contact one-on-one to make sure all of the needs and wishes of the company are met when putting together an event.
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Apr 20 2011

First Steps For Planning Your Event

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One you have decided why you are holding your event, and have investigated its feasibility, as an event manager, you have to start putting a plan together. There are many factors that have to be taken into account when planning even the simplest event, there are staff to arrange, venues to find, equipment to source and tickets or invitations to send out.

First things first – all good event managers make lists

Over the years – one of the most effective tools I have come across when planning for an event is a simple, handwritten list. Although these days I use my computer to schedule my tasks, sometimes it is still easier to collect my thoughts together with nothing more than a sheet of blank paper and a pencil. It doesn’t really matter how you organize these thoughts, it may be chronologically or it may be by section of the event.

The Event Management Framework

Once you have established the initial plan of action, you should start to fill in the gaps and add detail to each of the sections. At the same time you can start to put the action points into an order of priority – with the most important elements first, followed by the less important ones.

This planning document will start to form the framework which will help you through the event planning process, and will guide you through how you are going to run the event successfully. This plan will be with you through the entire event planning process, the live event and the evaluation stages.

It is important to cover as many areas as possible in this first instance, as the more thought you give to the event at this stage, the more successful and stress free your event will be.

Have you managed this event before?

Many events occur on an annual basis, or are at least similar in some ways to events that have happened in the past? A conference for one client will have many similar attributes to a conference for a new client.

Unless you really have never done an event of this type before (in which case I seriously suggest you find a freelance manager who has) you should be able to look at the planning that took place and use many of the ideas and techniques from the last event.

Not only will this help you to save time in the initial planning stages (as you will have a pre-determined list of all the things you have to do) but it will also help you to ensure you do not miss any of the elements.

At the end of every event you should evaluate what you did – which will allow you to learn lessons from previous events.

These lessons should be both positive and negative – remember for every one thing that went wrong, ten things will have gone right – so learn from the good as well as the bad.

Who is going to do what?

Once you have decided which activities have to take place, you need to decide who is going to do them. For a small event, it may be that you manage many of the elements on your own – but on the day of the event it is usual for many more people to get involved.

When planning for you event, you need to see which skills you require, and recruit the right people for the right tasks.

Once you have the right people in place, you not only need to let them know what they have to do, but when they have to do it, where they have to do it and why they have to do it – so that they can see where their part of the planning process fits into the overall event planning process.

Planning is one of the most critical elements of event management – and the management of the planning process is even more important. Knowing that every aspect of the event is covered will make the event run a lot more smoothly, and be a lot less hassle for all event management and production staff.
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Feb 14 2011

6 Ways to Get Attendees at Your Next Special Event

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Special events are commonly used by nonprofits to raise money. From dinner/galas with silent auctions to golf tournaments and everything in between, millions of dollars are raised each year to support the work of nonprofit organizations.

Getting people to attend your special events can be a challenge, particularly if your organization is small and relatively unknown. Here are a few tips for filling your special event.

1. Have a fun and unique event. The more interesting and appealing your event sounds, the more likely people will want to come. If your event is different from all the others in your community, that will also help draw guests in.

2. Recruit media sponsors to help publicize your event. Having media attention for your event will not only help get the word out in the community, but also give your event a bit of credibility. After all, radio and television stations wouldn’t talk about it if it wasn’t going to be a good event, right?

3. Have a local celebrity as a spokesperson. If you have a local celebrity who is willing to be a spokesperson for your event, that will also encourage people to attend. And if guests have the chance to meet and mingle with the celebrity at the event, even better!

4. Sell corporate tables or teams. Businesses are usually willing to purchase a whole table or team full of tickets and then give them to their employees as a benefit. This is a great way to get new people exposed to your organization and fill a table or team at the same time.

5. Recruit table captains or team captains. For some events, table or team captains can be the best way to get new faces to attend. Table or team captains typically are people who are friends of your organization and who recruit their friends to fill a table.

6. Send invitations to your supporters. Don’t overlook the obvious! Send an invitation to your current donors and volunteers about the event.
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Jan 28 2011

Starting Out In Event Management

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Event Management and Wedding Planning are both big business. Huge shows, sporting events, charity events, as well as a memorable occasion for that ‘special day’, have made Event Management into a multi-million pound industry.

Humans are sociable creatures. We all love a good ‘get together’ – whether to celebrate an event such as a birthday, wedding or anniversary; or to promote something such as a product launch, political party or new season’s fashions. An event can also be educational in nature (conference, meetings, graduations etc.) or even an opportunity to remember someone special via a funeral or memorial service.

Whatever the occasion, if you enjoy socialising, are hard working and good at organising, it can be a highly lucrative career running your own Event Management business.

Becoming an Event Manager or Wedding Planner is a marvellous opportunity to make money and have fun at the same time. It can be genuinely glamorous, and you have the satisfaction of knowing that you are there to make people happy. In today’s fast-moving world, people don’t have the time to organize their special event, so they increasingly rely on event management professionals to do it for them. Yet good Event Managers are in real short supply, even though the demand for special events is growing all the time.

So what does Event Planning involve? It’s a massive topic, but you need to consider things like background research, creating a theme, finding a suitable venue, arranging good quality food and entertainment, arranging transport, sending invitations, organising event staff and supervising on the big day.
And it’s not even over then! Post-event, you will need to conduct a thorough evaluation of how things went.

A useful way to start on a new career in Event Management or Wedding Planning, is to sign up for a distance learning course on the subject. By studying in your own free time, you can gain a considerable amount of knowledge and learn important kills that help you on your way to becoming a successful Event Planner and Manager. The distance learning (or ‘home study’) course will also give you practical advice about starting up in business and how to ‘sell’ your business to potential clients.

If you do go down this career path, whatever the occasion, the real challenge as an Event Manager or Wedding Planner is to make sure your event is such a success it will be remembered for years to come. What could be more empowering than that!

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Nov 23 2010

Event Registration – The 6 Biggest Problems Event Planners Have and How to Overcome Them All

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Let’s face it, setting up and operating the registration process for events and conferences is one of the least favorite things on most event planner’s list of things to do. There is a lot of repetitive and mechanical stuff to do to make sure that everyone gets notified and signed up on time.

The Biggest Problems with Manual Systems: Mail, Fax, Phone, Email

1. Illegible handwriting on registration forms

2. Mistakes in transferring information from registration forms to your database.

3. Having enough time to register people by phone, process credit card charges and still organize a successful event.

The Biggest Problems with Intranet Systems (In-house)& Internet Systems (web-based)

4. Getting Your IT Department to get you what you need on time and make the changes you need when you need them.

5. Figuring out which of the 45 online systems on the market will actually do what we need done at the best price

The Biggest Problems with All of the Above Systems

6. How to make the process easier for the registrant and how to get maximum attendance.

How Can I Remedy These Problems?

The best way to overcome all 6 of these problems is to use an online registration system that is designed and built to address each problem independently. For Example, a good online registration system will enable you to quickly customize the registration forms, adding your logo and other identity info, so that your new registration website looks like a custom system and is the easiest possible for attendees to use in signing up.

What’s the Real Benefit to Me?

A good online system can reduce the time you spend on the entire registration process by more than 80% and give your attendees the ease and flexibility they love by enabling them to register anytime of the day or night. No more mailed or faxed in forms to deal with. No more telephone calls from attendees to get registered, book their hotels or, order merchandise. It’s all done online, faster for the attendees and zero time for you and your staff.

How Long Does It Take and How Much Does It Cost?

Setting up an online registration system for your next event can take as little as an hour and, you’ll have a registration site with your own logo and identity so your guests will recognize your site immediately. You’ll be able to make changes to any of the forms, schedules or dates anytime you wish because you are in complete control of the system at all times and, you’ll know exactly what your costs are because most web-based registration systems charge a fee per attendee (from $3.00 – $10.00), depending on your number of attendees each year.
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Nov 13 2010

Great Event Management

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Event management has gained special importance in the 21st century. It is something that requires finesse and expertise and is therefore best handled by professionals. With the media focusing on event management and planning, and with conferences and symposiums becoming major platforms of learning and discussion, event and conference management have come under the spotlight.

A conference requires serious event management. Along with the goal of the conference, you have to concentrate on the presentation aspects of the conference. Selecting a proper conference room or a meeting venue is thus vital for the success of your conference. Conference rooms and meeting venues vary in their designs and styles. Business conference rooms and meeting venues are generally large and come equipped with the following facilities:

• Flip charts or whiteboards with markers
• LCD projectors or screens, VHS video player, DVD players
• High speed, WiFi connections
• Audiovisual gadgets
• Computers with Internet connections
• TVs
• Web conferencing facilities

Conference venues and meeting rooms in fabulous hotels are also equipped with separate Business Desks. These Business Desks employ the services of secretaries, typists, translators and photographers. When a conference is hosted in a seminar room of a premiere hotel, the hosts can avail of the services of the secretaries, typists, photographers and translators of the Business Desk for better meeting and event management. Large and renowned hotels almost always have event managers of their own who are capable of assisting the conference presenters in the field of event management. Trained event managers are so professional that you can assign them the entire task of event and meeting management and rely on them totally to help you present or conduct a convention that’s sure to be appreciated.

The seating arrangement in a seminar room is also a very significant aspect for successful event management. Conference rooms are generally styled in the following ways:

• Theater – When a conference room is styled this way, the audience faces a podium. The chief speakers and the VIPs generally sit on the podium and deliver their speeches and present their discussions from the stage.

• U Shape – The U Shape style is very popular in meeting rooms. Here, people sit and confer around a long rectangular table. There is much scope for interaction and brainstorming if people sit in the U Shaped style in conference rooms.

• Classroom – The Classroom style is pretty similar to the Theater style. Here too, the audience faces a stage from where the event is presented.

• Cocktail – This style is used in meeting rooms when the conference ends with a lavish dinner and drinks.

• Banquet – The Banquet style, like the Cocktail style, is used when dinner is served at the end of a conference.

• Boardroom – This style is similar to the U Shaped style and is used in conference rooms when managers of the same rank meet to thrash out issues.

• Cabaret – The Cabaret style seating arrangement is most commonly used in a meeting room when a business meeting ends with an award ceremony.

Event management for hosting events successfully in business conference rooms requires judicious, strategic thinking on the part of the event manager. While the seating arrangement in conference rooms plays a crucial role, the significance of the event plan can’t be undermined. Detailed meeting planning is hence critical for great event management. Strategies and tactics can be devised through thinking but they can also be set effectively by means of an authentic online diary planner. The online diary planner is an online diary and an event planner that shoulders most of the burden of the meeting management process. You can record all your data in a reliable online diary planner as well as retrieve meeting data from the application in the flash of a second. According to most event managers, the online diary planner is a must-have for successful event management. Visit http://en.wikipedia.org/wiki/Online_diary_planner to understand which online diary planners are best for event management, meeting planning and conferences because Wikipedia always provides authentic information on everything.

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Oct 18 2010

Marketing For Event Planners – How to Grow Your Business

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For event planners, timing is everything. Sometimes hundreds of different variables have to come together to create one seamless beautiful function. It takes a great deal of skill, patience, and excellent communication skills. Planners are like conductors in an orchestra, keeping the pace for everyone else to follow.

The problem is you can be the very best at what you do, and yet if no one knows it, all of your talents are pointless. You need to build your business just as any other business would even if your business is you. ? Since you are the very essence of your business, anything you do to build that business has to revolve completely around you.

Your skills and your talent have to be at the forefront. A great way to start is to partner yourself with other business that you would use or solicit as an event planner. For instance, let’s say your area of expertise is as a wedding planner, a good business builder for you would be to introduce yourself to local bridal shops, florists and bakeries.

Use the old if you scratch my back I’ll scratch your approach. Simply make a spoken agreement that you will use them for their services whenever possible if they agree to promote you. Get them to allow you to put flyers or business cards in their shops and make sure they know how to get a hold of you if they come across one of their customers that my need your services.

Just remember regardless of how you do it, the key to you success is that your customers see the value of having you in their corner. You must make it seem like you are an absolute necessity to anyone planning an event. Use these business-building tips for event planners to strengthen your hold on the marketplace.

Make the most of free online tools that can help you promote your business faster than ever before. Start today to learn about social media tools that millions of your potential clients use. Your clients are shopping for services like yours online everyday. Will they find you?
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Aug 3 2010

10 Beer Budget Event Marketing Tips

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Are you planning an event or participating in a trade show any time soon? If so, consider the following 10 low-cost marketing tactics before mailing your payment.

Event Marketing Tactic #1 — Is the purchase decision-maker attending the event? Are you certain? Let’s say you sell gifts that help increase employee moral and you’re considering exhibiting at the National Association of Human Resources annual conference. Is your decision-maker attending? Who attends this event — HR directors, managers or VPs? Perhaps all, or a small percentage of all three attend. If your decision-maker is a human resources director, then you’ll want to make sure the event management company can provide you statistics supporting what percentage of the participants have director-level titles. You need to drill down to your target audience. It’s not good enough to say that it’s a human resources related event; rather, is the job title you’re targeting attending? And if so, what percentage of the attendees hold this title? I recommend at least 50-60% before spending any money.

Event Marketing Tactic #2 — What value-added benefits is the venue [trade show organizer] making available to your business? Will they allow you access to the attendee mailing list so you can implement a premailing promoting your one-day trade show special, as well as the location of your booth? Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information BEFORE the event as well as after. Other value-added benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide.

Event Marketing Tactic #3 — Target your event qualifying questions around the “who?,” instead of the “how many?.”

Event Marketing Tactic #4 — Giveaways should be relevant to your business. Don’t give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free 48″ TV. If you’re a personal chef, what does a TV have to do with your business? Nothing! [Unless you're Emeril.] Therefore, you’ve just collected 10,000 NON-qualified leads. Instead, as a personal chef you could try, “Sign up to receive our special report, “How to Live Like the Rich; Tips to Hire an Affordable Personal Chef.” One can assume the majority of business cards deposited in your fish bowl have an interest in personal chefs.

Event Marketing Tactic #5 — Location, location, location. If prospects can’t see you, then you’re wasting your time. Don’t be fooled into purchasing a cheap booth at a last-minute special, such as “One booth remaining at 50% off.” Chances are no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations are found at the entryway to the event and near the pathway to the food stations and restrooms. Corner booths between major walk-throughs are ideal.

Event Marketing Tactic #6 — Some of your most qualified event leads come from networking with other exhibitors. Therefore, secure the exhibitors’ list several days before your event. At minimum, you want to know what competitors will be there so you can mystery shop. What’s more, you want a plan outlining what exhibitors you intend to approach to either pitch your services, or secure an informal partnership. Prepare your plan and your sales-spin before the big day!

Event Marketing Tactic #7 — Would you like to participate in more events but don’t have the budget? Try approaching complementary exhibitors and ask if they’d be interested in sharing booth space with you. Split the costs. Moreover, you can cover for each other when you need a break. Or, look around for hidden advertising money. If you’re a distributor, perhaps you’ve accrued MDF funds [Market Development Funds] a.k.a. advertising coop money, unbeknownst to you. Many companies will allow resellers to spend MDF funds to pay for event booth fees.

Event Marketing Tactic #8 — Save yourself a lot of time and only approach event passersby who make eye contact. People who don’t look at you or your booth are not looking for a reason. Remember, you can only speak to so many people at an event, therefore utilize your precious time wisely. Target those who make eye contact.

Event Marketing Tactic #9 — Make sure you’re allowed to display signs, posters, banners, etc. Treat your signs as miniature billboards. No more than six words and make sure it can be read from at least 10′ away.

Event Marketing Tactic #10 — Don’t pay full price. Remember, almost everything in life is negotiable, including booth fees. Always ask for a price reduction; you’ll be pleasantly surprised. Printed advertising and/or booth fees are just a starting point for negotiations.

P.S…..Stand up, don’t chew gum and try not to talk too much to the other people working your booth. The latter makes you appear unapproachable. Finally, your attire should be slightly better than what you believe attendees will be wearing. For example, if you’re attending an event whereby most of the attendees are engineers, don’t wear a three-piece suit!
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Jul 14 2010

How to Market Your Workshop, Seminar Or Event

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Lots of people have been asking me what they can do to start their consultancy when they don’t have an idea of where to begin. Well one thing you can do is offer an event – a workshop, seminar or short day course at a company, chamber of commerce, college, university, business forum, or a local association.

There are lots of ways to do this but I just want to give you a very simple formula to begin with rather than go through all the possibilities. So you will have to use your imagination as to how my suggestions apply to your own market.

Finding the ‘hungry’ ones

The most important thing that you need to do to market your event is to find a crowd that is ‘hungry’. Hungry that is for your information. This is what will guarantee getting lots of paying people attending. This is all about getting a list of people that you can market your event directly to. You can do this by doing a press release, putting out a small ad in an association publication or newsletter, you can set up an ‘ask’ campaign online. You can go through your local business directory (if you are selling to businesses).

Pleasure and pain

It is important to bear in mind that when you are marketing you aren’t really selling your event at all. You are really selling a means of gaining pleasure or a means of avoiding pain. This is based on the theory that whatever we do it is usually to gain some kind of pleasure or to avoid some kind of pain.

So when you market your event you have to inform your prospects of what ‘pleasure’ they are going to get if they come to your event (e.g. increased sales, more money, better products), or what pain they are going to avoid (e.g not many clients, low or lost income, poor marketing).

So within your salescopy on your leaflet or salesletter you need to be explaining what people will get from attending your event. You need to explain what ‘pleasure’ they will get and what pain they will avoid. It is these that you are selling.

Your content and title

Do you have content that your ‘hungry crowd’ wants to have? Is your salescopy compelling? A great title can account for up to 80% of those who book on your event. That means that if you have 10 people on your event up to 8 of them came because they were attracted by the title. So once you have located the ‘hungry’ group, the next thing is getting the title of your event right.

Another trick is to explain the content of what is in the title. So provide detail and try to answer all the questions that people might have about the event within the salescopy. Remember to emphasize the benefits not the features.

Free stuff

The next thing to do is to make sure you include something ‘free’ – such as follow-up advice session or coaching. You could even offer a podcast for them to download providing answers to two or three of their main questions which they can submit to you.

Pricing

Pricing is important as a marketing technique so let me go into a bit of detail on this. When you price your event don’t be tempted to make it as cheap as possible. People often think that price that is the main thing that people buy on. But it isn’t. Price your event fairly and use your pricing to demonstrate your quality. This is important for your reputation and for your room-booking costs. You need to cover your costs with as few bookings as possible. So, for example, try to cover the cost of your room-booking with 5 or 6 bookings. Then anyone else who comes will be profit for you. The average cost of attending a day event in the UK is around $150 for personal development, $400 for self-funded professional development, and $600 for business/company training. So use these as a guide – it will of course depend on where you are running your business.

Advertise exclusivity

Another important technique is to communicate the ‘exclusivity’ of your event – say on your sales letter that you are only accepting 10 people as you are testing this market. Which, if you are just starting, is quite accurate. Because of this you are also offering the event at an introductory low price and that this may increase if the event is successful so that future attendees will have to pay more. So, you are emphasizing the exclusivity and rarity of the event and with only a small number of people underlining the personal nature of the event – so that attendees get personal attention. A small number of people will also keep you organizing burden very small and means that you only need to get a small number of people booked on the event. So, if you have 200 people on your list of prospects an you only have to sell to 10 then you have a much better chance of making your event profitable.
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