RUNNING BIG EVENTS IN SMALL BUSINESSES

THE GUIDE TO

EVENTS

STRATEGY: KEEP IT SIMPLE, STUPID

Stay clear on:

• the main aims of the event

• who the ‘buyers’ are

• who the ‘sellers’ are

• how to make sure everyone gets

what they came for

Don’t stray too far from the plan.

1

STRATEGY: KEEP IT SIMPLE, STUPID 1

BE UNIQUE: STAND OUT FROM THE CROWD

In a crowded marketplace, where

other event companies may be

better resourced, you need to make

sure your event has something the

others can’t touch.

Move faster, be responsive, take

more risks. Level the playing field.

“The early bird catches the worm,

but the second mouse gets the

cheese” – Francis J Kong

2

BUILD A TEAM YOU CAN DEPEND ON 3

In a small business, your team

needs to work harder, for more

hours, for (probably) less pay.

Work out which resources you

need, vs. which resources you

can actually hire.

Build a team of warriors who

buy into the ideology and give

them what they need to

exceed their own expectations.

FAKE IT ‘TIL YOU MAKE IT

Meanwhile, all the

people you need to be:

➢ Logistics manager

➢ Designer

➢ Sales manager

➢ Negotiator

➢ Website builder

➢ Venue coordinator

➢ Financial controller

➢ Administrator

4

MANAGING YOUR MOST PRECIOUS RESOURCE

Time is your most valuable

resource. The following are

useful tricks for #eventprofs:

•  The Pareto Principle

•  Guilt hour

•  Honesty

•  Eisenhower matrix

5

MANAGING YOUR MOST PRECIOUS RESOURCE 5

Eisenhower matrix:

BUDGETING: CASHFLOW IS KING

Choose your suppliers

carefully; leverage

anything you can

(influence, access, profile).

Be prepared to sell out.

Make sponsors and

exhibitors pay up front.

Negotiate the best terms

to pay as late as possible.

But keep your promises.

6

THE GUIDE TO EVENTS

For more information, visit www.guideto.events

Photography credits: Tim Stubbings Michella Oswald Kyle May Alexander Forst-Rakoczy Reyner Media Tim Sackton Habrda