The other day I had a conversation with a local businessperson regarding an event he was promoting in the community. He spent a great deal of time talking about flyers, advertisements, catering, tents and entertainment. When I asked him, however, what the goal of the event was — he said that he couldn’t actually remember. The event planning had overtaken the business planning.
Events, for some businesses, can be powerful venues to reach out to existing and potential clients. For those in business-to-consumer industries, events can also demonstrate a commitment to the community. But, let’s face it, well executed events are seldom cheap. The purpose of the event should never abdicate its position at the forefront of the planning process. Event planning and details should follow goal-setting — never the other way around.