How to plan an event: our top event planning tips

Event planning refers to devising a framework for an event such as a tradeshow, convention or conference. Planning a conference or any other event involves budgeting, making a timeline, establishing a venue, stand design, arranging activities and producing the finished product. The basic premise of planning any event is similar but our page with look at how to plan events specifically for brands and businesses.

Create an event planning checklist

The first step to success is to create an event planning checklist. An event planning checklist provides a pattern for you to follow – and it is essentially a plan of the actions you will take to fulfil the aims of your event. You should take the time to look at all the logistics required for your event to meet your goals.

Set out your objectives and create a timeline

In order to meet your event goals, it will be no surprise that you have to set them in the first place! Focus on keeping your goals relevant, clear and most important – realistic for the time and resources you have at your disposal. Your goals for your event should focus on your clients’ needs and how this event will appeal to their target market. You should then create a clear and concise timeline that summarises the chain of actions throughout the time period running up to the event being approved until the day the event runs. This timeline should include deadlines and lead times on supplies and should be available to all members of the team.

Delegate based on skills

Consider co-ordinating a project management team to arrange logistics and long-term planning, designers, a publicity team, tech support and brand ambassadors to construct and run the event on the day. Planning an event, especially on a big scale, is a hard task so having a strong and diverse team behind you is essential. It is important to regularly communicate with your event team via meetings to monitor progress and provide support.

Consider budget

Going over budget by a few pounds is not a disaster but establishing a budget with broken-down costs, so you can provide an informed quote for your client, is essential. Settling big costs, such as venue hire, booking fees and the cost of equipment, early on will stop you from running out of income where it matters most. Generally overestimate, rather than underestimate so you are not left out of pocket and allow for surprise expenses.

Arrange the best venue

To arrange the best venue make sure you bear in mind access, first aid, venue size and location. One of the most important considerations here is location – this effects everything else. Make sure that your venue has the best transport links possible, you don’t want your event to be more difficult to get to than is needed.

Once you have booked your venue make sure you know what regulations the venue has from the start and make sure you have all the current licenses and permissions to use power, park and exhibit.

Activity design

Exhibition stand design is what will draw your event attendees in to visit your brand – it has to be attractive the eye and feature original and exciting content. Bespoke exhibition stands have a unique appeal because they often offer something unique to your brand that makes you stand out from your competitors. You may also want to consider a specific theme that is relevant to your target market, this will help focus your ideas and will help your design get recognised.


Getting attendees to your event is the name of the game. How you publicise your event will heavily depend on your target audience and how they interact with your brand. A holistic approach through social media, print leaflets and posters and through your website is often best. If you are using social media you might want to consider setting up a Facebook event for your event or posting regular teasers or reminders.

Post-event feedback

A great way to get feedback on what attendees thought of your event is by gathering feedback during the event itself – you can do this with surveying apps for events or through special event badges and event apps from companies like xFocus, which create a database about your event attendees. This feedback is extremely useful for improving your future projects and contains information about footfall rates and audience behaviours.

Professionals: what companies can offer

Event planning companies like Spinning Clock offer full service event options for your company. Our approach combines inspiration with strategy and technology to deliver award winning brand experiences. Our animation production studio creates memorable digital animation, our video production team specialises in telling stories via video, our events team deliver high quality immersive event solutions and our interactive media specialists are experts at bringing your content to life through digital media. Get the whole team involved and we can connect all these skills into something spectacular.

A skilled team

The Spinning Clock team is diverse and talented from a core Project Management team to multimedia designers and brand ambassadors. Our highly skilled team can combine design expertise in a wide variety of media with our marketing know-how to create exciting campaigns and brand experiences beyond the realms of your imagination…think big and we’ll help you achieve your goals.

Diverse experience

We have worked with incredible brands including Disney Junior, Capita, the BBC and Capita on a whole host of amazing events from interactive experiences to experiential events and roadshows. Our work spans industries as well as clients – we work across a variety of sectors including education, children’s media and life sciences. This diverse experience means we’re up for any event brief you can throw at us and we’re rearing, and equipped, to start planning.

Encouraging footfall

We work hard to maximise targeted footfall to your event. We encourage the attendees by thoroughly researching audience behaviour before, during and after your event. Prior to your event we can maintain an online presence, promoting your event through online adverts and social media promotions. The publicity also extends to the event itself, if you choose you can even give out incentives such as goody bags containing promotional products or corporate gifts such as vouchers to spend in your store to further boost the reach of your event!

Monetizing your event

We are experts in identifying how you can use your event to generate revenue. As we have a team of skilled multimedia and digital designers we can design promotional merchandise specifically for your event or general promotional materials you can re-use for later ventures. You can then sell these promotional items on your exhibition stand. Alternatively, you could sell store vouchers at your event to increase footfall in your stores.

Digital know-how

Digital is the future of events, and we know digital. We have designed events that feature virtual reality, interactive media and truly experiential event tools to give our client’s event attendees captivating digital experiences. If your company is dipping its toes into the world of experiential and digital events for the first time the task can seem daunting with all of the event technologies on offer. At Spinning Clock we simplify this process, thorough research, testing and 14 years of experience ensures that we always select the best digital experiences for your brand and customers.

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