What could be more exciting than a well-run business event? There’s nothing quite like seeing crowds of like-minded people sharing their knowledge, encouraging each other and building connections. Some of my fondest career memories were made both on and off the stage at web industry events.
Putting together an event might seem easy. You just find a place to hold it, make a list of topics and invite your speakers, right?
In reality, it’s difficult and complicated to pull together all the details and make sure it’s a fun and engaging time, one that also brings value to your attendees and company.
But to paraphrase Dr. Ian Malcom in “Jurassic Park,” you don’t want to be so preoccupied with whether or not you could hold an event that you don’t stop to think whether you should. You might find the amount of work required and disruption to your company aren’t worth the investment.
Further, it might take a few years for you to fully understand whether an event was worth it. I’ve spent nearly a decade putting these together for the Bureau to share the message of what digital services are all about. Needless to say, events are near and dear to my heart.
Here are a few things I’ve learned from my experience that you should think about when considering an event.
Finding the purpose and the story
It’s important that you not just hold an event for its own sake. Consider why you’re gathering people, whether it’s to cultivate helpful connections or bring attention to a cause your company and employees are passionate about. You should keep the goal top of mind as you prepare all the event details.
Before any big event I ask myself what story people will take home with them. When all is said and done, will they share what they learned and talk about the people they met and connections made? Did they experience something special that will impact their life and career?
And most importantly, will the event be worth doing again?
Handling the details
Whether it’s an in-person event with thousands of attendees or a series of online meetings, you’ll need a lot of support to make it happen. Don’t forget about the cost of taking team members away from their paying work to help with the logistics, content, design and marketing. And if you’re holding the event in person, there will also be venue details, travel, insurance and more that needs to be taken care of. Coordinating an event can be a full time job in and of itself.
One more gut check
If you’ve followed me up to this point, you have a pretty good idea what your event will be and what it will require. So now you need to answer the question once and for all – is the event worth it? Go back to your goal and make sure there’s not a different way you could accomplish it without disrupting your team’s other work. But in the end, if you’ve got the energy and the passion, it’s time to go for it.
Remember, you’re probably two or three years away from knowing if your event is reaching its potential. A well-run one can generate credibility for your organization, create awareness and even bring prospects to your door. But it takes a clear vision, resources and the dedication to see it through and realize a return on your investment. But whatever you decide, you’ve got this!
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