How to Successfully Organize a Professional Event?

Organizing a conference, forum, seminar, or symposium may seem simple at first, but successful events require following specific rules. Here are key tips to help you successfully organize your corporate event, whether internal or for clients.


1-Define your target audience and choose a strong theme
The first step is defining your target audience. You don't address clients, partners, and internal managers the same way. You then need to find the right topic and title. Don't focus on trendy topics, but rather on those gaining traction in the coming months.

2- Find an engaging speaker 
Speaker selection is crucial. For internal events, an external, preferably well-known, speaker is recommended. For client events, an internal speaker is usually better.

3- Book a suitable venue in advance
Venue selection and booking should be done early. Choosing the right location is essential; it might be the first thing to consider, even before the topic. Ensure the venue's size suits the expected audience, has good transport links, easy parking, and is suitable for your target audience.

4- Choose an appropriate date and time
Date selection is also vital. Avoid school holidays and certain weekdays, like Mondays and Fridays. Check for industry or similar events that might conflict with your event. For a 90-minute event, late afternoon is recommended. For external guests, 6 pm to 7:30 pm is better. A cocktail reception helps networking. For internal events, 5:30 pm is suitable.

5- Send invitations on time and follow up
The key is to invite neither too early nor too late. For external events, invitations should be sent at least three weeks before, with a 10% attendance rate expected. For internal events, two weeks' notice is sufficient. Email is easiest, using a contact management tool. This simplifies mass mailing, reduces costs, manages responses, and allows for follow-up emails within eight days of the event.

6- Rehearse a few days before the event
A few days before the event, rehearse with the speaker, test the slideshow, and check technical aspects (audio, video). This prevents last-minute surprises.

7- Provide name badges
On the day, provide name badges for easy identification and networking. A post-event cocktail reception facilitates further interaction.

8- Send a report
Send a report within a week, including the presentation slides and a feedback form (a few days after, not on the same day, is better). You can also post these materials online, on your company website (or intranet for internal events). Include a short speaker interview. A dedicated internal organizer, possibly with an assistant, can handle these events; HR helps with guest lists. Outsourcing is necessary for catering, report writing, translation (if needed), electronic management tools, email invitations, and event websites. This depends on your budget and internal capabilities.


Philippe Montant CEO ExeKutive.biz