Dos and don'ts when holding your own event or exhibition

Woman with blonde hair in a yellow sweater looking up in a colourful exhibition


Holding your own business event allows you to communicate your message and spotlight your product or service in front of a select audience of invited guests, without competition from other exhibitors. Get it right and you can show your business in the best possible light, but if you get things wrong there's nowhere to hide


Research your market carefully

Holding your own event is a high-risk, high-reward strategy. You need to make sure your invitees are the right people, and that they can all benefit from the events as much as you will.

Get it wrong and you may never live it down; get it right and you will reap the benefits and have a blueprint for future events.

Budget accurately

Costs can quickly escalate when holding your own event, so detailed requirements need to be set out from the start.

You'll need to focus on ROI - one of the main benefits of participating in or sponsoring existing events is the fact that the onus is on the event organiser to deliver a satisfactory ROI. When you plan your own event, achieving a return on investment is your responsibility.

Seek expert help

And listen to it. If you haven't held an event before - and even if you have - expert advice from an experienced event organiser can mean the difference between success and failure.

Either bring in a consultant who comes recommended, or draw on the extensive event management resources available online and via event industry trade associations.

Get the support of colleagues

Event planning and implementation can be a serious drain on business resources. With everyone contributing to the success of an event, more can be achieved.

Get the most out of the event

If you're organising a business event such as a conference or talk, you need to get something out of it on all business fronts - sales, marketing, product development research, data collection and even staff motivation.

Consider all your key business objectives, and consider how your event could support them.


Get carried away and forget to stay on message

Every aspect of your event needs to be evaluated within the framework of what you're trying o achieve. New ideas, introduced at the wrong time for the wrong reasons, can distract and dilute your core objectives.

Think that "small" means "easy"

Every event requires research, planning and careful implementation. The smallest, most low-key event will take a significant amount of time and effort to organise.

Even a simple seminar, lunch or open day must be run professionally, to secure a positive outcome.

Assume staging your own event is the easy option

Event organising is a skilled profession, and the consequences of a filed event can be disastrous. Unless you are prepared to allocate the time, budget and resources needed, don't even attempt organising your own event.

Run the event on the cheap

A slapdash event will reflect badly on your own professionalism, and may be very difficult to recover from. Don't try to cut costs to the bone -  or conversely go OTT in an attempt to impress. Keep it simple and professional.

Let us put you off!

The rewards of a successful business event can be phenomenal. A special event can help you establish a rapport with potential clients. Face-to-face contact with customers and prospects on your own turf can be a very effective strategy.

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