THE BLUEPRINT FOR SUCCESSFUL EVENTS: 8. Deliver your event with finesse

Congratulations on reaching the grand finale of our Blueprint for Successful Events series! You’ve followed the blueprint and now it’s time to deliver your event with finesse.

Stick to the plan You’ve carefully planned the schedule for the day, so stick to it and don’t deviate. This ensures your event stays on track, and everything runs smoothly. Assign roles and responsibilities clearly to your team in advance so that everyone knows their role on the day. Onsite roles may differ from the usual team roles, as everyone pitches in to deliver a seamless delegate welcome, check-in, and ensure the satisfaction of delegates, sponsors, and speakers throughout the day.

Tech check Technical glitches can be the Achilles’ heel of any event. Run thorough tech rehearsals to identify and fix potential issues. Test audio, visual aids, and any online platforms you’ll be using. Have a backup plan in case of unforeseen technical hiccups.

Engage your audience Create an interactive and immersive experience for your attendees. Encourage audience participation through Q&A sessions, polls, and live discussions. This not only keeps them engaged but also makes your event more memorable. Remember that often delegates attend in person events primarily for the networking opportunities. Make sure there is enough time allotted for them and that the networking space and format is optimised to make them as efficient as possible.

Adapt and overcome No matter how meticulous your planning, there’s always a chance that something unexpected may occur. Be ready to adapt and overcome challenges on the fly. A calm and collected response to unforeseen circumstances will instil confidence in your client, your team, and attendees alike.

Capture the moment Document your event through photos, videos, and social media updates. This not only provides valuable content for future marketing but also allows attendees to relive the experience and share it with others. Consider hiring a professional photographer or videographer for top-notch quality to showcase your event in the best possible light in future marketing campaigns.

Feedback is gold After the event, gather feedback from your client, delegates, speakers, sponsors, and your team. Constructive criticism is invaluable for future improvements. Use surveys, interviews, or social media polls to collect opinions and analyse what worked well and what could be improved.

Celebrate success Take a moment to celebrate your success. Organising a successful event is no small feat, and everyone involved deserves recognition. Whether it’s a team dinner, a virtual toast, or a simple thank-you email, acknowledge, and appreciate the hard work put in by everyone.

Congratulations! You’ve delivered a successful event! Remember, each event is a learning experience, and with each iteration, you’ll refine your skills and continue to deliver even more spectacular events.

Contact us today if you’d like us to  help with your next event


Most professional events need to cover costs as a minimum and aim to maximise profit. For the best chance of driving sales and profits the creation of a robust sales plan is vital. This blog breaks down the essential steps to develop a sales strategy that will attract sponsors, exhibitors and delegates, leading to overall event success.

Know your audience To create a successful sales plan, start by gaining a solid understanding of the sector and your potential audience. Who are your prospective sponsors and exhibitors, and who are your delegate audience? Once you’ve defined these groups, research and analyse their distinct needs, preferences, and pain points to tailor your offerings effectively. Knowing your audience forms the foundation for a strategic sales approach.

Define your unique selling proposition Before approaching any potential event sponsors or exhibitors you should clearly define your event USPs and be able to succinctly articulate what sets it apart from other similar events. Highlight unique benefits such as industry leading keynote speakers, exhibitor showcases, and networking opportunities. Remember that you are competing for a portion of a sponsor or a delegate’s limited marketing budget and their time, so you will need to demonstrate why they should spend both on your event.

Building strategic partnerships Identify potential sponsors and exhibitors that align with your event’s objectives. Develop customised pitches that showcase the mutual benefits of collaboration. Emphasise the value they’ll gain in terms of brand exposure, networking opportunities, and access to your targeted audience. The best event partnerships are ‘win win’ in that the both the event and sponsor achieve their objectives through partnership.

Bespoke sponsorship packages Create sponsorship packages that cater to different budgets and objectives. From exclusive branding opportunities to sponsored breakout sessions and exhibitor showcases. Offer a range of options that provide value for sponsors while maximising your event’s revenue potential.

Leverage early-bird and package deals Implementing early-bird discounts and bundled packages encourages early commitments from both attendees and sponsors. Being able to promote key early partnerships makes the decision for others seem less risky and not only boosts revenue but allows you to create a sense of urgency, driving higher participation rates.

Utilise multi-channel marketing Effectively market your event through various channels—social media, email campaigns, and industry publications. Ensure consistent messaging that highlights the unique value your event delivers. Leverage these channels to drive awareness, engage potential attendees, and attract sponsors.

Creating a winning sales plan is vital in ensuring the commercial success and long-term viability of your professional event. By understanding your audience, defining your unique selling proposition, building strategic partnerships, creating bespoke sponsorship packages, offering early-bird deals, and utilising multi-channel marketing, you will create a strong platform to build a profitable event to exceed your financial objectives.

Contact us today if you need expert help with your next event ✨

THE BLUEPRINT FOR SUCCESSFUL EVENTS: 6. A well-crafted marketing plan

Effective marketing is vital to any successful event. Your marketing campaign will not only attract your target audience but also builds the anticipation and excitement for your event. In this blog we will outline the key steps to build a professional event marketing plan that ensures your message resonates and your event stands out.

Know your audience Understanding your audience is the cornerstone of successful event marketing. Who do you want to attend? What are their interests and challenges? Tailor your marketing messages to resonate with your target audience to create a connection that goes beyond the event itself. If your marketing shows that you understand the business problems your prospective audience face, they are much more likely to attend your event to find the solutions they require.

Define your unique value proposition What sets your event apart? Identify your unique value proposition – the distinctive elements that make your event a must-attend. Your event is often competing with numerous other events and demands on your target attendee’s time and interest. Whether it’s amazing speakers, innovative content, or awesome networking opportunities, highlight these aspects in your marketing materials.

Multi-channel marketing approach Diversify your marketing channels to reach a broader audience. Utilise social media, email campaigns, content marketing, and partnerships to create a comprehensive and engaging promotional strategy. Consistency across channels is key for building a strong brand presence. If your event is b2b rather than b2c you may be better focussing more of you marketing efforts through LinkedIn rather than radio and vice versa. Continually measure, tweak and refine your marketing strategy to optimise success.

Create compelling content Create content that not only informs but captivates. Develop engaging blog posts, videos, and visuals that provide a sneak peek into what attendees can expect.  Leverage storytelling to create a narrative that builds excitement and anticipation.

Utilise strategic partnerships and influencer Leverage industry partnerships and influencers to amplify your reach. Identify key figures or organisations in your industry and collaborate to extend your event’s visibility to their audience. Influencers can provide authentic endorsements, adding credibility to your marketing efforts.

Build anticipation with a countdown campaign Use your chosen marketing channels to create a sense of urgency, reminding your audience of the impending event. Utilise teasers, behind-the-scenes content, and exclusive announcements to continue to build excitement. Maximise the FOMO (fear of missing out) amongst your prospective attendees with “Don’t miss out”, “Last chance to”, or “Last remaining” marketing messages.

Harness the power of data Monitor and analyse data throughout your marketing campaign. Track engagement, measure the effectiveness of different channels, and gather insights into your audience’s preferences.

Creating a professional marketing plan is a complex process that requires a deep understanding of your audience, a compelling narrative, and strategic deployment across various channels. Implementing these marketing strategies will ensure your event not only meets but exceeds expectations.

Contact us today if you need expert help with your next event ✨

THE BLUEPRINT FOR SUCCESSFUL EVENTS: 5.Choosing the perfect venue & date

In this post we’ll get to grips with everything you need to consider when making two critical decisions that can significantly impact the success of your event – choosing the right venue and selecting the perfect event date.

When to start looking for a venue Begin your venue search early, ideally at least eight months in advance. Define your budget, estimated event size, and determine space requirements before starting your search.

Define your event’s purpose and requirements Before diving into venue options, it’s crucial that you have understood the purpose of the event and any specific requirements. Consider factors such as the event’s size, format, and any special needs or preferences. Clearly outlining your event’s objectives will guide your venue search in the right direction.

Understand your target audience Consider the demographics, preferences, and accessibility needs of your attendees. If your audience consists mainly of professionals, a central and easily accessible location may be preferable. If you’re planning networking drinks, attendees may wish to travel by public transport. Your venue should resonate with your target audience.

Budget considerations Clearly, define your budget constraints and allocate a portion for the venue. Keep in mind that the venue cost may include not only the hire fee but also additional expenses such as catering, audio-visual equipment, furniture, and decor. Be transparent about your budget when negotiating with venues to avoid any surprises later. It may be possible to reserve the venue for a period before booking which can provide some much needed breathing space in the early stages of your event planning process.

Capacity and layout Ensure the venue can accommodate your expected number of attendees. Choose a flexible venue that can adapt to your event’s changing needs. If it is a launch event which you plan on repeating each year you’ll want to choose a venue within which the event can grow.

Ambiance and aesthetics Consider the venue’s ambiance and aesthetics to create the desired atmosphere. Visit potential venues to ensure that their style aligns with your event vision.

Technical capabilities Check for necessary audio-visual facilities, lighting, and internet connectivity. Onsite technical support is crucial for events relying on audio-visual elements as if this fails on the day without support your event could be significantly impacted.

Preferred suppliers Some venues stipulate that you must use their preferred suppliers. Check with them if this is the case and make sure that their suppliers can offer you what you need within your budget before making any booking.


Consider industry and seasonal trends Be aware of industry trends and seasonal variations that may affect attendance. Optimal days for professional events are usually Tuesday to Thursday to leave a clear gap from the weekend. Try also where possible to avoid dates within or close to school holidays to give yourself the best chance of maximum attendance.

Check for conflicts Avoid scheduling your event on major holidays, industry conferences, or other significant events. Ensure minimal competition for attendance and for sponsor and exhibitor budget.

Weather considerations The British weather can never be relied upon. For outdoor events or those reliant on fair weather, have contingency plans if the worst happens.

Lead time for planning Choose a date that allows ample time for effective organisation and marketing, especially for large-scale events requiring extensive logistical preparations.

Flexibility Having a specific date in mind is great, but being open and flexible should widen your options. The more options you have the better your chances of finding the perfect venue and best suppliers.

Choosing the right venue and event date are integral to event success. By carefully considering the purpose of your event, understanding your audience, and thoroughly vetting potential venues and dates, you give yourself a great platform for a successful and memorable event.

Contact us today if you need expert help with your next event ✨


Creating a successful event requires a collaborative effort from a team of skilled professionals who bring diverse but complimentary talents to the table. Every event is different and therefore the exact makeup of the perfect team will change from one event to the next. There are however some core skillsets which every crack team will need to deliver a successful event. Taking inspiration from 80s action television series The A-Team, let’s look at why Hannibal and his team were so successful.

Event manager: John “Hannibal” Smith was the leader of The A-Team, and just like any great event manager he was a master of strategy and planning. He set his team up for success through great planning, delegation and by uniting them in working towards a common goal. The event manager needs to oversee and unite all aspects of the event to keep it on track to achieve its goals and objectives. This individual needs to be an ‘all-rounder’ with a good head for figures to manage the budget, along with expertise in strategy and organisation, whilst having the ability to motivate and manage multiple team members and tasks simultaneously. A successful events team needs a Hannibal, someone who can set clear goals, formulate a winning strategy, and lead the team toward achieving their objectives against the agreed event brief. They, like Hannibal, love it when a plan comes together!

Marketing & Design: “Howling Mad” Murdoch brought the creative flair and out of the box thinking which every event team needs to create memorable event experiences. This team member should be well-versed in digital marketing, content creation, social media strategies, and in the creation of compelling promotional materials and PR opportunities. Your marketing and design expert will create compelling content and promote across all channels to generate awareness, excitement, and optimise event attendance. Their role is crucial in reaching and engaging your target audience.

Business Development & Partnerships: Templeton “Faceman” Peck was the charismatic and resourceful member of the A-Team. He was persuasive and a great negotiator, always providing whatever his team needed to succeed. The role of business development and partnerships manager within your event team is one which can make the different between your event hitting its goals or not. Like ‘Face’ this team member should be an excellent communicator and able to quickly build rapport with new partners, establishing event value and creating ‘win-win’ partnerships. Strong partnerships are key to any successful event whether they be sponsors, exhibitors, media or industry associations, each type of partnership can contribute in its own way to event success.

Operations & Technical: B.A. Baracus was always working hard to manage the A-Team’s logistical and technical needs. Just like BA for the A-Team, the operational role is crucial within successful event teams to ensure that everything runs smoothly behind the scenes. This individual should have a keen eye for detail, be innovative, and able to think on their feet. Experience in managing suppliers, and overseeing on-site operations is invaluable here. I pity the team that doesn’t have someone with this expertise!

In the world of event planning, assembling your own A-Team is vital to success. Each team member plays a pivotal role, contributing their unique skills to achieve your common goal. By emulating the dynamic synergy of the A-Team, your event is bound to be huge success!

If you have a problem. If no one else can help. And if you can find them.👋 Maybe you can hire the Cognition Events A-Team for your next event.

Contact us today if you need expert help with your next event ✨