Whether hosting an industry conference or a fan convention, many companies use business events to help grow their bottom line. While working with an event planner who is responsible for preparing your business event is essential for ensuring that everything goes smoothly, this isn’t the only thing you should do to get things ready. Though an event planner can make a big difference for your preparations, their work doesn’t mean you don’t have any responsibilities. Here are a few basics you’ll need to take care of yourself.

1. Find a Target Audience

Every business event should have a clear goal in mind. Are you trying to build awareness for your products? Establish yourself as an industry thought leader? Answering such questions is essential in helping you determine the right target audience for your event.

Depending on the goals for your event, you may wish to target current and potential customers, journalists, or even other industry professionals. Each of these groups will have different interests and needs, which you will need to account for as you decide what to include in your event. Once you have decided who your target audience is you can then better market your event to them. For example, let’s say you’re a financial advisor that has planned a seminar using a company such as can be found at You know that your audience for this event is going to be potential new leads and so you’ll want to ensure that your marketing campaign will specifically target these prospective clients.

2. Plan the Proper Scope

Deciding the type of activities and amenities you’d like to include in your event is one thing. But you need to make sure that everything is scaled within a scope that you can handle. If your event will involve lectures and presentations from your team, you don’t want to schedule out a lengthy conference that will require them to overexert themselves.
Your budget should also be used to guide your event planning. If you don’t currently have the resources for a multi-day business conference, start small with something like a two-hour workshop. If your event is in a large place, you will need to make sure security is top of this list, you can go right here to see how to get this booked so you are taking the necessary steps. Sticking to what your resources will allow is essential for generating a positive ROI from your event. Regardless of the budget and size of the event, you will still want the conference to be amazing. One way to ensure that this happens is by contacting professional event planners, such as those at Smart Works (learn more here). They should be able to plan amazing events for any business, so it might be worth getting in touch with a company like that.

3. Master the Messaging

No matter what type of business event you’re planning or what type of demographic you’re targeting, you need to get the word out. Just like with your other business endeavors, you’ll need to develop a comprehensive marketing strategy to ensure your target audience is aware of your event.

In addition to standard marketing tactics like email campaigns and billboards, be sure to reach out to local media. Such events can often prove newsworthy in the local press, helping you further increase the reach of your messaging.

A Recipe For Success

By understanding these planning basics, you can have confidence that your next event will be a success. As you use proper targeting and marketing to draw the right people to a well-organized business event, you’ll be able to achieve the results you desire.