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How to Guide


How to organise an event

How to organise an event

Where to start:

Part of a company’s marketing plan should include corporate entertainment events. But where to start?

Firstly, any event should tie-in with marketing objectives, sitting comfortably with objectives and brand values. It should not sit out on a limb.

Secondly, the second determinant is budget. This is where it all begins, determining what is possible and what is not. Research indicates you may not have to spend as much as you think. The average cost per head is £350 to £650 per event.

What kind of event:

More important that what you do is how you do it making sure the event identifies the right people to entertain and finding out what they will respond to.

Analyse your client base and ask questions to build up a profile of what they are interested in. That way you know they’ll say ‘yes’ before you even ask.

Football might not be your personal favourite, or a day at the races, but it might be your clients’. Other alternatives might be the opening night of a show of horticultural show.

The most important thing is to choose an event that which will allow you to spend time with your clients.

To avoid the group splitting, a day where all guests stay in one location is ideal and allows you to spend more time with them.

The alternative is a participative event which can provide even more opportunity for getting to know people in the right environment. Working and interacting together on a the likes of a corporate sailing day can really build relationships. It can be fun, while you also have a captive audience.


Your invitation needs to be relevant and face to face with your clients. An eye catching invite will show imagination and commitment on your part.

Ensure attendance by following up any acceptances in writing to show the client that the event has been booked and that it is a formal commitment.

Another way to help attendance is to invite their partners along too. Once the partner is committed they rarely change their mind.” 

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