Achieve your goal with an event

Hosting an event is a great way to publicize a new product, announce a new or expanded location, celebrate a corporate anniversary and even support a cause. Be sure that you make the most of your efforts, taking the time to properly plan, publicize, host, and follow up on your event.

Here are a few helpful event planning tips to get you started.

• Choose your audience. Decide who you want to influence with your event. Whether they're customers, prospects, referral sources, media contacts, opinion leaders, and even friends and family, make sure that they have a special stake in the event and it can help you meet your end goal.
• Start ASAP. Begin planning as early as possible, at least three months ahead of time, and in many cases up to a year. Establish a budget, date (and rain date if necessary), theme and event site early to get the large details sorted.
• Tackle your checklist. Don't forget fine points. Checklist items such as permits, transportation, parking, entertainment, speakers, support staff and décor should be sorted at least three to six prior to the event if possible (depending on size and scope of event this can even be longer).
• Set a system for measurement. Whether you track attendance, revenue generated, or the number of new business leads, have a system in place to evaluate the event success after the fact.

Stay tuned to the next few Compasses for tips on getting the word out about your event, making the most of it, and following up with key guests.