Planning an event, whether a product launch, conference or branding activation; takes strategic thinking, sharp negotiation skills and meticulous preparation.

When done well, events are one of the best marketing tools available to a business. They’re a great way to engage with your client or customer, increase brand awareness and can also lead to a ripple event of increased sales. However, in today’s fickle market, when not executed well, events can lead to irreparable brand damage (here’s looking at you Fyre Festival).

Here at GetJackD!, we’ve completed our fair share or events, from concept creation, planning through to full event management and have learnt a thing or two along the way.

Here’s some of the do’s and don’ts that will help bring your next event to life:

The Do’s

Do set clear objectives and goals. What’s the purpose of your event? Is it to make sales, engage with your audience or increase brand awareness? Make sure you have clear objectives everyone involved understands what goals you’re setting out to achieve.

Do prepare meticulously. Preparation and careful planning is key. Create checklists, to-do lists and ensure everyone understands their roles and responsibilities before you begin. And get planning early.

Do choose the event date and location carefully. You’d hate to put all the effort into your event only to realise there’s another conflicting event at the same time.

Do set a budget & stick to it. It’s important to set a reasonable budget and try and stick as close to it as possible. You need to ensure you have enough budget to achieve your goals and objectives.

Do use trustworthy vendors, suppliers & contractors. Sometimes vendors can make or break an event so choose them wisely. It’s always a good idea to build a solid base of go-to vendors that you trust.

Do ensure insurances, permits and safety factors are in place. Ensure all legalities are considered. Do you need permits to activate in your chosen location? Make sure you look into these to ensure success.

Do debrief & review. Never underestimate the power of a debrief after an event. Lessons learned. Things to do differently. This will set you up for future successes.

The Don’ts

Don’t be sacred to think outside the box. Don’t be scared, events are supposed to be fun. Think creatively. Step outside the box to create an engaging and exciting event that people want to be a part of.

Don’t underestimate space layout and design. Think of the layout and flow of the space. You want to eliminate any bottlenecks or hazards so the experience is as pleasurable as possible for patrons.

Don’t underestimate AV & lighting. Events are often about ambience and strategic AV and lighting can bring your event to life.

Don’t cut corners or go for the cheap option. It’s important to stick to the budget but don’t cut corners. Cheap signage that peels off part way through your event will just cost you more in the long run.

Don’t leave things to the last minute. This comes back to the planning stages. If things get left to the last minute, they could just as easily be forgotten completely or you’ll find you’ve run out of time to get them done.

Don’t overlook the details. Sometimes it’s the smallest details that get overlooked during the planning phase but are most noticeable during the event. Make sure all T’s are crossed and I’s are dotted.