May

What is an event?

An event (also "ivent" or "event") in translation from English and in a broad sense can be understood as any private or public occasion. If we narrow down the parameters of an event, today it mainly refers to activities organized for existing or potential clients, colleagues, and partners.

More often than not, the purpose of an event is to inform and attract attention: to advertise the company, promote its brand or specific products and services. However, there are exceptions where events entertain and educate the audience. Regardless of the specific type of event, it is usually quite costly and requires careful preparation not only in terms of the overall concept but also the smallest details. This approach will help avoid force majeure situations and satisfy all the guests' preferences.

Types of events

Corporate. These include activities for teams that contribute to strengthening corporate culture and developing team spirit. They can be small-scale (involving a few people from a small business company) or large-scale (involving all departments and branches). Among the most popular types of corporate events are parties, quests, quizzes, team building activities, sports competitions, banquets, picnics, and hikes. The occasion for a corporate event can be a professional holiday, the company's or management's anniversary, a common calendar holiday (New Year, March 8th, May holidays), or an important milestone in the company's history and development (deal closure, quarterly reports submission, new major project, etc.)
Business. These are events for top management, partners and competitors, sponsors and investors. In their vast majority, such events serve business purposes, whether it's expanding the circle of useful contacts, exchanging professional experience, or enhancing managerial skills and negotiation abilities. Such events include business breakfasts and lunches, negotiations and discussions, round tables and pitching sessions, business games, etc.
Promotional. These are brand promotion events that improve the company's reputation by increasing customer loyalty and promoting new services or products. They include festivals and fairs, solemn opening/closing ceremonies and red carpets, presentations and exhibitions, among other image-building events.

The classification of events is a very extensive topic that goes beyond grouping events by their purpose and participant audience. For example, events can be classified based on their locations: office-based, outdoor, at rented venues, off-site outside the city or in other regions or countries; as well as online and hybrid.
In addition to that, events can be classified based on their format and nature - i.e., the way information is conveyed and the conditions of organization. For example, educational events may include workshops, seminars, conferences, congresses, forums, training sessions etc.; entertaining yet charitable ones may include free concerts for children or elderly citizens or sports marathons; some events can also be classified as ecological - implying care for the environment with minimal negative impact during preparation and conduct of the event.

How to organize an event step by step?

Preparation

First of all, start with defining the goal and objectives of the future event. The essence and meaning of the event help to determine its format, scale, atmosphere, duration, date, and budget. Then you begin to outline the desired scenario in general and a plan, where you specify all the organizational issues that need to be addressed. This will help clear your mind, not getting too fixated on details, but also not missing the important points, and following the plan to avoid unnecessary financial and time costs. When it is clear how the event should look, you can match your budget with this plan, i.e. make an estimate and list all expenses, and possibly even plan a small "safety cushion" in case of force majeure. After that, it is necessary to form a team for event preparation and distribute responsibilities, defining areas of responsibility. Ideally, each task in the preparation plan should have its own executor.

Program and location

Two basic questions form the organizational basis of any event. Firstly, what will the guests be doing? Secondly, where will everything take place? First and foremost at this stage, it is necessary to decide what and how the invited guests will be engaged in at the event, whether it's watching a show, participating in interactive activities, dining, etc. Based on the format of leisure, education or communication, it is possible to understand which other individuals will be involved in the event, i.e. find contractors. At this stage, hosts, moderators, trainers, instructors, waiters, singers, DJs and artists, photographers and videographers are determined. In parallel with this, it is necessary to select a venue and if necessary arrange for its rental. The choice of location should be based on the number of guests, dynamic forms of leisure at the event, weather conditions of the season, transportation convenience and required technical equipment. It is essential to personally visit the venue before renting it to verify the authenticity of the video and photos of this location.

Associated processes

Inform about the event. On one hand, invitations need to be sent out to all participants. On the other hand - if necessary - conduct a PR campaign involving media and bloggers. Among possible options: announcements on the company's website, press conference or press release, banners, posters, leaflets and brochures, advertising on social networks and messengers, email distribution.
Address service, security and logistics issues. Choose a catering service or dishes from restaurant banquet menus; arrange transportation or organize parking; ensure compliance of the event with current sanitary-epidemiological and fire safety standards.
Work on the venue. Organize its decorative and floral design; set up a stage or divide the location into different zones; deliver, connect and set up lighting, sound equipment, projectors and other equipment; rent and place furniture with props. Remember the details - whether it's printed materials to inform participants or souvenir merchandise for all guests or gifts for winners of various competitions.

Final touches

Approximately a day before the event is due to take place conduct a final readiness check by inspecting the venue primarily and contacting all contractors once again. A checklist can be made for equipment, decor and props to cross-check on-site against it. During the event's progress an organizer can perform coordination functions - ensuring that the program follows the script and making adjustments in real-time if necessary as well as resolving emerging issues. When the event is over ensure that all participants have dispersed and tidy up the venue - for example by arranging for cleaning services.

How to evaluate the effectiveness of the conducted event?

Calculate the actual number of guests compared to those invited as well as mentions of the event in media and social networks after its completion.
Gather feedback from participants by collecting immediate responses through a survey or asking for reviews later - for example via email. You can also ask your team whether they managed to achieve their goals and avoid typical mistakes or not.
Analyze achievement of set goals. Wanted to generate income? Compare revenue and expenses. Interested in expanding your customer base? Count how many contacts were gathered. Needed to increase sales or raise interest in a product? Determine conversion for specific target actions - for example booking consultations on the website.