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:
- Maintaining clear and timely communication
- Always having contingency plans
- 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:
- 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.“
- 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.
- Interactive networking: our experts stress the importance of facilitating meaningful connections at events. Strategies include networking apps, topic-based roundtables and speed networking sessions.
- Engaging content distribution: Laura advises, “Disperse the most popular panel sessions throughout the day in order to avoid any lulls in engagement.”
- 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:
- Start small: begin with online events to build your audience and understand their needs before investing in larger, in-person events.
- Understand the investment: recognise that events, especially first-time ones, can be expensive and may not generate immediate revenue.
- Focus on value: remember that events offer benefits beyond monetary returns, such as networking opportunities and brand visibility.
- Partner with experts: consider working with an experienced events agency to navigate the complexities of event planning and execution.
- 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.