After recently starting my post at the Scottish Chambers of Commerce, there were a couple of major events – which both happened to be firsts of their kind. The first Global Business Dinner with the Chinese Ambassador to the UK Liu Xiaoming, and the SCC Network Scottish Business Reception, hosted by Ruth Davidson MSP.
I got the chance to hit the ground running in my first few weeks at SCC and although each event is unique, varying in audience, size and objectives – there are some similarities that you can rely on to host a successful event.
1. Setting objectives for your event and the correct format to achieve them. Are you holding the event to raise the profile of your business or organisation? Is the event objective to celebrate the achievement of business, such as Awards or Recognition? Clear objectives of the event should be laid out in advance to ensure the event is designed to deliver the objectives
2. A check list for the operational process no matter the format of the event. From the financial breakdown and resources spent on the event, to staging, sound and AV and room decoration, which will all determine the feel of the event for guests. Are you going to provide promotional materials or gifts for each guest, this all has to be budgeted for. Keeping an accurate consistent record helps to keep things on track
3. Marketing the event – adequate time, if you can get it, is vital for promotion of your event. The format, audience and resources will all affect the marketing and communication approach to the event. You might want to explore securing a partner or sponsor, to reach a wider audience and tap into respective strengths.
4. A detailed running order and event plan for your team. It is essential that the team, volunteers and partners know all they can about the event, a well briefed team will be able to react to last minute changes in the event schedule and any challenges on the day.
5. Events evaluation post-event is vital to understand what went wrong, but also what went right. A proper evaluation of the event itself will equip you for future events of a similar nature and make the necessary changes to improve the customer experience. Look back on the objectives you originally set to match this up with feedback given and don’t forget to share and celebrate the success of your event with your customers, and incorporate development areas into your future events.
Rhona is Scottish Chambers of Commerce Events and Marketing Executive, and will oversee SCC’s full calendar of events. You can get in touch with Rhona via email on rmiddler@scottishchambers.org.uk
