A business event is one of the ways that you can maximise your business’ exposure to potential markets and can prove a highly lucrative method that may not only increase revenue but also place you and your business in excellent standing in order to develop business relationships. Of course in order to benefit from the rewards a business event can bestow, you have to make sure that the event is a success.


How can you make yourself stand out at an event? by Shutterstock

There are many ways that you can do this, and as each business has its idiosyncrasies you will know more about your business than most others. However there are aspects to a business event that are largely universal, from hosting a party to appearing at a trade show. The importance of networking is well known, but other things can also help to guarantee success or failure.

Here are six ways in which you can try to ensure a successful business event:

  1. Planning
    It is a good idea to consider what you are hoping to get out of the business event before you start.  Are you looking to attract new leads? Are you trying to tell people about a new product or service?  Are you trying to keep your existing customers happy or give them a good feeling about you?  Are you just trying to build your reputation in your industry?  Do you want to get some photos or video footage that will be used in future advertising? The answer to this question will give you pointers as to the type of business event and a suitable venue,  and also which of your staff should be involved and how you should present yourselves.
  2. Preparation:
    Once you have chosen your event, then you need to plan to make it the best it can be, and although the planning may seem tedious at times it is absolutely essential that you know what is happening when and who and what is going where. Business events are simultaneously informative and social so you have to know what is going on and have a backup plan in case something goes wrong.
  3. Invite the right people:
    There’s no point hosting a business event if the people that are going to be participating in it aren’t relevant to your trade or industry. A gallery wouldn’t host an exhibition without artists or critics, so bear in mind not only who your business can help, but who can help your business.Bear in mind not only who your business can help, but who can help your business
    Even if you are just exhibiting at a trade show, there is no harm in letting your contacts in that area know, in case they may want to pop in and see you.
  4. Create memories:
    The best way to ensure people remember your business event is to give them something to remember it by. This doesn’t mean a spectacular circus performance or anything like that, but a big visual splash will always go a long way to keeping your brand in the eyes of your contacts after the event is over.  At its most basic you could consider something like poster printing by Helloprint. Those attending your business event will walk away with a visible reminder of the event.
  5. Communication:
    As an event organiser you have to be able to reach everyone you need to, as things can change rapidly. Maybe someone has had to cancel and you have to rearrange. Everyone involved in organisation must be notified of changes like this. This isn’t to say overstretch yourself, as the importance of delegation is also a vital part of communication strategy.
  6. Have a follow-up plan:
    Once the event is over, it is a good idea to have a debrief session with the people that took part, to establish if the event was a success and met your aims.  If you were attempting to make contacts then be sure to follow through with the leads that presented theselves and with any other interesting contacts which may have popped up.  It often happens that events fulfil more than just the purpose that they were intended for so make sure that you are open to following up whatever type of information you get.


Staging a business event can seem daunting at first but as long as you know what you’re getting in for it can be a lot of fun as well as beneficial for your business. There are countless styles for your event too so it really is possible to personalise it so that it reflects your business and you!

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