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Founders and CEOs are increasingly recognising the power of live, hybrid and online events as both marketing tools and revenue generators. At Grey Dog, we pride ourselves on our events expertise, helping our clients create unforgettable experiences that drive results. 

We recently sat down with three of our events experts – Clare, Laura and Jill – to gain insights into their journeys, the challenges they face and the trends shaping the future of events. Their combined expertise offers valuable lessons for anyone looking to venture into the world of professional events. 

About the team 

Each of our experts found their way into event planning through different routes, highlighting the diverse skill sets that contribute to success in this field. 

Clare’s journey began in financial publishing, where she discovered her enthusiasm for events while working on delegate sales. “I just loved, from the start, being at the events and seeing them in action,” she shares. Her experience in audience acquisition and sponsorship management provided a strong foundation for her current role as Event Development Manager at Grey Dog. 

Laura, on the other hand, transitioned from digital marketing to events, drawn by her natural organisational skills and attention to detail. “I’m very organised, very detail-oriented,” she explains. “Being able to multitask and work across multiple different events just came naturally to me.” 

Jill started her career initially focusing on marketing and content creation before seizing the opportunity to move into event planning at Grey Dog. She has since gone on to become qualified in Event Planning.  

The thrill and challenges of event planning 

When asked about their favourite aspects of event planning, our experts highlighted the diversity of experiences and the satisfaction of seeing their hard work come to life. 

Laura appreciates the change of scenery and the opportunity to meet clients in person. “I like the fact that it’s not in the office five days a week,” she says. “Getting to meet the clients in person and work with them is really valuable.” 

Clare echoes this sentiment, emphasising the sense of achievement: “My favourite thing about working in events is seeing all of your hard work, including the wider team’s, come to fruition.” 

However, event planning is not without its challenges. Our experts identified several key areas that require constant attention: 

1. Maintaining clear and timely communication 

2. Always having contingency plans 

3. Overcoming budget constraints 

As Clare notes, “You’re kind of constantly changing and adapting.” This adaptability is crucial in delivering successful events that meet and exceed client expectations. 

From concept to execution: the Grey Dog approach 

At Grey Dog, we believe in a thorough, client-centric approach to event planning. Our process begins with a comprehensive client briefing to understand their goals, target audience and vision for the event. 

Clare explains, “I would start off with that initial client briefing… getting a full brief from them as to what they want to achieve in this event. What’s their goal? Who are they targeting?” 

This information forms the foundation of our internal brief, which guides our team throughout the planning process. We consider every aspect, from venue selection to attendee experience, ensuring that each element aligns with the client’s objectives. 

When it comes to venue selection, our team considers factors such as: 

• Location and accessibility 

• Capacity and layout 

• Technical capabilities for hybrid events 

• Branding opportunities 

• Alignment with the client’s brand and attendee expectations 

Jill highlights the importance of understanding the client’s standards and target audience: “We usually have an idea in terms of the client standard, for example, a five-star hotel or if they’d be more interested in an event-based venue.” 

Measuring success: beyond numbers 

While attendance numbers and staying within budget are important metrics, our experts emphasise that success in event planning goes beyond these quantitative measures. 

“I guess it’s probably twofold,” Clare explains. “There’s, what does a client’s success look like? And then our goal is to get absolutely everything in the brief spot on.” 

This client-focused approach ensures that we not only meet but exceed expectations, creating events that leave a lasting impact. 

Trends shaping the future of events 

As the events industry continues to evolve, our experts have identified key trends that clients should consider: 

1. Hybrid events: Laura notes, “Definitely hybrid events… because with COVID, people have gotten very used to not attending in person.” This trend allows for greater flexibility and broader audience reach.“

2. Sustainability: Clare highlights the growing importance of eco-friendly practices in events. “There’s the sustainability, ESG side of things to consider now,” she says, emphasising the need for innovative, environmentally conscious solutions in branding, marketing, and exhibitions. 

3. Interactive networking: our experts stress the importance of facilitating meaningful connections at events. Strategies include networking apps, topic-based roundtables and speed networking sessions. 

4. Engaging content distribution: Laura advises, “Disperse the most popular panel sessions throughout the day in order to avoid any lulls in engagement.” 

5. Immersive experiences: From interactive food stations to live polling, creating engaging touchpoints throughout the event keeps attendees invested and interested. 

New to events? Start here 

For founders and CEOs looking to venture into event organisation, our experts offer the following advice: 

1. Start small: begin with online events to build your audience and understand their needs before investing in larger, in-person events. 

2. Understand the investment: recognise that events, especially first-time ones, can be expensive and may not generate immediate revenue. 

3. Focus on value: remember that events offer benefits beyond monetary returns, such as networking opportunities and brand visibility. 

4. Partner with experts: consider working with an experienced events agency to navigate the complexities of event planning and execution. 

5. Be prepared: always have contingency plans and be ready to think on your feet when unexpected challenges arise. 

As Clare wisely notes, “Things that are out of your control but inevitably with travel, technology, and so many third parties – something will go wrong! It’s how you deal with that and find a solution. Keep calm in a crisis!” 

Be a guest at your own event 

Our philosophy at Grey Dog is simple: we want our clients to be guests at their own events. We take care of all the details, allowing you to focus on what matters most – connecting with your audience and achieving your event objectives. 

From initial concept to final execution, our team of experts handles every aspect of your event with precision and creativity. We leverage our years of experience, industry connections and innovative strategies to create events that not only meet but exceed expectations. 

Whether you’re planning your first webinar or a large-scale international conference, Grey Dog has the expertise and resources to make your vision a reality. We understand that each event is unique and we tailor our approach to meet your specific needs and goals. 

Ready to take your events to the next level? Get in touch with Grey Dog today and discover how we can help you create unforgettable experiences that drive results. 

Fill the room at your next event!  

In October, our event marketing experts, Clare McSwiggan and Ailbhe Cooke, will be sharing the strategies, tactics and best practices you need to drive registrations for your next event.  

Join us in this 45-minute session and you’ll:  

✍️Gain proven strategies to craft captivating marketing that drives registrations    

🗣️Learn tactics for building buzz and maximizing turnout through multichannel promotion    

👩‍💻Discover how to engage attendees and create memorable experiences by leveraging technology    

🎯Learn how to measure event success against defined goals    

We’ll also have a Q&A section at the end to answer any questions you have about events.  

Why it’s the perfect time to plan your end-of-year events 

As we approach the summer holidays, thoughts of Christmas seem distant, but savvy businesses are already laying the groundwork for their end-of-year celebrations. July, with its quieter business and events calendar, presents an ideal opportunity to get ahead with planning your Christmas parties, incentive trips, and awards ceremonies. Here’s why starting your festive preparations now can lead to greater success and less stress later. 

Why the summer months are perfect for planning end-of-year events 

Beat the rush and secure top venues 

The most sought-after venues book up quickly for the holiday season. By starting your planning in July, you’ll have your pick of locations, ensuring you can secure the perfect space for your event.  

Benefit from cost savings 

According to the latest Cvent PULSE survey, a persistent challenge for event planners is rising costs for goods and services, along with budget constraints and airline pricing. 

Taking early action also comes with the bonus of early bird discounts, allowing you to gain significant savings on venues, catering, and entertainment, so you can stretch your budget further. What’s more, with more time, you can also research and negotiate better deals, potentially allowing for higher-quality elements within your budget. 

Time to get creative 

With the pressure of imminent deadlines off your shoulders, you have the luxury of time to brainstorm unique ideas. Whether it’s an innovative theme for your Christmas party or a memorable location for your incentive trip, early planning allows for more creative and impactful event concepts. In need of inspiration? Check out this comprehensive list of 200 event ideas from Skift. 

Higher attendance rates and improved guest experience 

Not only can you get creative with the event itself, but having some time to get more creative with marketing campaigns boosts interest. Plus, giving guests plenty of advance notice will also increase the likelihood of good attendance.  

Meanwhile, early planning allows time to consider and accommodate special requirements, dietary needs, and accessibility issues, improving the overall guest experience. 

Avoid last-minute stress 

The final quarter of the year is often hectic. By tackling your event planning now, you’re freeing up valuable time later when you’ll likely need it most. This proactive approach can significantly reduce stress levels for you and your team and avoid last-minute rushes. Plus, it allows for more flexibility to adjust; if unexpected changes occur, you have more time to pivot and adjust plans without major disruptions. 

Effective Christmas planning in July 

End-of-year events are excellent opportunities to reinforce company values and celebrate achievements. By planning now, you can ensure your events align perfectly with your business objectives for the year, creating more meaningful experiences for your team. 

To ensure your corporate Christmas events are a resounding success, here’s what you should be doing in July: 

Set clear objectives  

Define what you want to achieve with your end-of-year event. Is it team bonding, client appreciation, or celebrating yearly achievements? Clear goals will guide all subsequent decisions. 

Establish your budget  

Determine how much you’re willing to spend. Include all potential costs: venue, catering, entertainment, decorations, and any travel or accommodation if necessary. 

Form a planning committee  

Assemble a diverse team to bring different perspectives to the planning process. Assign roles and responsibilities clearly. 

Choose and book your venue  

Start researching and visiting potential venues. Once you’ve found the perfect spot, book it immediately to avoid disappointment. 

Draft your guest list  

Begin compiling your guest list. For large corporations, determine which departments or levels of staff or clients will be invited. 

Develop your theme and concept  

Brainstorm potential themes or concepts for your event. This will influence many other aspects of planning, from décor to entertainment. 

Research vendors 

Start researching and reaching out to potential vendors for catering, entertainment, décor, and any other services you’ll need. 

Publish save-the-date communications  

Send out a save-the-date notification to your guests. This is especially important for events that may require travel. 

Gift planning  

If you plan to give out corporate gifts, start brainstorming ideas and researching suppliers. 

Assess risk 

Conduct a preliminary risk assessment. Consider potential issues like weather (for outdoor elements) and start thinking about contingency plans. 

Sustainability considerations  

Think about how to make your event more sustainable. This could involve choosing eco-friendly vendors or implementing waste reduction strategies. 

Technology needs  

Assess any technology requirements for your event, such as audio-visual equipment or event apps. 

By tackling these elements in July, you’re setting a strong foundation for your end-of-year event. This proactive approach allows ample time for creative development, thorough research, and thoughtful decision-making, ultimately leading to a more polished and successful event. 

Grey Dog’s event planning resources 

For a comprehensive overview of effective event planning, see our recent webinar, recap and event planning guideline. To avoid any clashing date snafus, we’ve also created a key dates calendar. 

Be a guest at your own event 

At Grey Dog we understand that every business has unique needs when it comes to event planning. That’s why we offer a range of event packages designed to suit different scales and complexities: 

1. Our basic package is perfect for businesses new to large-scale event hosting or those planning smaller gatherings. It covers essentials like venue sourcing, basic AV management, and operational support. 

2. For more complex events, our mid-tier package offers comprehensive management including content production, marketing support, and full event branding. 

3. Our premium package delivers full-scale management for high-impact events, featuring extensive AV capabilities, high-profile speaker recruitment, and sophisticated marketing campaigns. 

No matter the scale of your event, starting your planning in July sets the stage for a successful and stress-free festive season. Ready to get started? Get in touch [INSERT LINK] with us today, and let’s make your end-of-year events truly memorable. 

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Table of Contents

1. Setting up for success
2. Executing the details
3. Dealing with unforeseen problems

When it comes to event planning, the journey from concept to execution can feel like a labyrinth of logistical challenges and uncertainties. From the initial spark of an idea to the moment the doors open, the process can be riddled with worries about turnout, getting overwhelmed by the details, and things going wrong. Fear not! In this blog, our events experts Carley Quigley and Olivia Cummins give their hard-won advice on everything you need to know to plan and execute an event, along with a free scalable event planning guideline.

Setting up for success 

At Grey Dog, we approach every event as a project, adhering to five fundamental principles. 

1. Set clear objectives 

A successful event begins with a clear purpose. Why are you hosting this event? Why is it a good idea? Why should people attend? Next, consider your desired outcome. Keeping your objectives top of mind will guide your planning and keep everyone motivated and focused. 

2. Create a plan 

Once you’ve determined your event objectives, it’s time to create a plan to achieve them. Here are our top event planning tips: 

1. Scale your timeline: begin by working backward from the event deliverable day to the event launch day. This helps in identifying key milestones to ensure that each task is completed on time. 

2. Key milestones to consider: venue booking, speaker recruitment, marketing launch, ticket sales, content creation deadlines, and rehearsal dates. 

3. Roles and responsibilities: these may include operations/venue liaison, production/content, design, marketing, client management, sponsor liaison, audience management, on-site activations, and on-the-day management. 

To help you apply these learnings to your own events, we’ve created a free event planning guideline. A simple GoogleSheets template, you can make your own copy and adjust to suit your needs.  

PLAN YOUR NEXT EVENT WITH EASE

3. Allocate resource and stakeholders 

After setting your objectives and creating your plan, it’s crucial to effectively allocate resources and identify key stakeholders. This might involve identifying helpful team members or seeking assistance from partners and colleagues outside your team. Here is how we work together effectively: 

1. ‘Respect your desk’: Clearly define the roles and responsibilities of each team member to avoid confusion and ensure accountability. 

2. Define deadlines: set clear deadlines for each milestone and task to keep the project on track. 

3. Open, multi-way conversation: encourage open communication among team members to foster collaboration and address any issues or concerns promptly. 

4. Assess risks 

Whether an event is virtual or in-person, it is a live event and there will always be risks involved. In our experience, some of the most successful and noteworthy events are the ones that had the bravest event plans. While it is important to mitigate as many risks as possible, we believe it is also important to be willing to take risks.  

5. Monitor 

While events are creative endeavours, they often involve a significant amount of organisation and planning. Spreadsheets, templates, and timelines are commonly used to track delegate numbers, budgets, turnout rates, and progress towards objectives. And after the event, you’ll need to assess revenue, sponsor turnout, and engagement. Our advice? Plan, review and reassess! and then, plan again!

Executing the details 

Once the groundwork is laid and the plan is in place, it’s time to execute the details. This stage involves working closely with third-party suppliers, managing the budget, and ensuring everything comes together seamlessly on the event day. 

1. Working with third-party suppliers 

In event planning, it’s common to collaborate with various suppliers to bring the vision to life. Whether it’s the venue, AV team, photographers, filmmakers, or printers, building strong relationships with suppliers is crucial. Here are some key aspects to consider when working with third-party suppliers: 

1. Roles and responsibilities: clearly define who is responsible for what, even if team members are wearing multiple hats. Establishing roles ensures accountability and effective communication among extended team members. 

2. Respect their desks!: As with your own team, respect the responsibilities of each team member and understand that everyone’s role contributes to the success of the event. Encourage open communication and collaboration to ensure tasks are completed efficiently. Understand each other’s deadlines, requirements, and expectations to facilitate smooth collaboration. 

3. Relationship building: build strong relationships with suppliers to foster trust and reliability. By working as an extended team, you can ensure that everyone is aligned with the event objectives and committed to delivering a successful outcome. 

2. Budget management 

Regularly reviewing the budget and tracking expenses ensures that you stay within budget constraints and avoid overspending. We advise the following for keeping on track: 

1. Regular budget reviews: schedule regular budget reviews to track expenses and ensure that spending aligns with the allocated budget. 

2. Adjustment and flexibility: be prepared to adjust the budget as needed based on changing circumstances or unforeseen expenses. Flexibility is key to managing budget constraints effectively. 

3. Transparent communication: maintain transparent communication with stakeholders regarding budget updates and any adjustments made to the budget. This helps in building trust and ensuring accountability. 

3. Content Marketing

Typically, we start preparations about six months in advance. The initial phase is dedicated to market research and refining the event’s unique selling proposition (USP) and value proposition. This groundwork sets the foundation for creating an agenda and identifying compelling speakers, who are often industry leaders, to enhance the event experience.

Once the framework is established, careful attention is given to preparing speakers and outlining content delivery methods, whether through presentations or panel discussions. As the event date draws near, thorough preparation ensures smooth execution, including conducting preparation calls and providing resources for speakers.  

Make your content work hard for you! 

Events generate a lot of rich content. Maximise post-event content opportunities, such as video recordings and write-ups, to extend the event’s impact and reinforce its value proposition. Ultimately, leveraging event content for future marketing endeavours not only distinguishes your reputation but also generates enduring marketing assets, propelling success for months to come. 

Dealing with unforeseen problems 

What if no one shows up? 

It’s a little bit like planning a party you’re worried no one’s going to show up! This feeling is common, and we suggest using it to fuel your marketing campaigns. It’s also useful to know what to expect. For instance, if your goal is to have 250 registrants, you can predict that around 180 will actually show up. 

What if something goes wrong? 

We have been working in event planning for almost 20 years, and one thing we know for sure is that mishaps are inevitable. They should be planned for because they’re going to happen, and it’s how you deal with the aftermath and remaining composed that matters. Remember, events are a live show. The show must go on, no matter what the mishap is. So, at the point of a mishap, you need to make a clear decision. Are you going to create a situation where everyone feels frustrated? Or are you going to take a deep breath, stay calm, come up with the most effective solution, and work together to ensure the show goes on and everyone leaves with a smile on their face?  

Grey Dog’s top tips for risk mitigation: 

1. Plan for risks: identify potential risks associated with the event, such as technical failures, weather disruptions, or logistical issues. Develop strategies to mitigate these risks and minimise their impact on the event. 

2. Maintain flexibility: stay flexible and adaptable to respond effectively to unforeseen challenges. Being able to adjust plans on the fly and find alternative solutions is key to overcoming obstacles and keeping the event on track. 

3. Stay calm: when things go wrong, keep a cool head and stay calm. Panicking will only escalate the situation and make it harder to find solutions. Take deep breaths, assess the situation calmly, and focus on finding the best way forward. 

4. Find hidden opportunities: Sometimes, a setback can present an unexpected opportunity. Stay open-minded and look for creative solutions or alternative approaches that may lead to even better outcomes than originally planned. 

These tips and more were part of a webinar hosted by Grey Dog where Carley and Olivia gave a comprehensive focus on each stage of the event lifecycle along with their invaluable insights and practical strategies essential for success.  

You can view the informative slides and make a copy of our event planning guide to help you plan your next event with ease.

GET OUR EVENT PLANNING GUIDELINE

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