Events: Don’t Lose Sight of the Big Picture

As many times as I tell my clients that the “devil is in the details” when planning an event, I also remind them not to get so bogged down in the nitty-gritty that they lose sight of the original vision of what they want to accomplish. Of course, attention to detail is extremely important – the decor needs to look lovely, the food needs to be hot and on time. However, be sure that you put a plan in place with the “end-game” in sight so you do not forget about why you are having the event to begin with.

Here are three questions to consider that will help you build a strategy and stay focused on the big picture so that you can measure success:

How do you want your attendees to feel when they walk into your event?

Close your eyes and really visualize what the attendee will see and how you want them to feel as they enter your event. Make sure you spend time thinking about the entrance and first-impression areas and personnel, it will set the tone for your event.

What do you want attendees to think about your company at the event?

Do you want your attendees to perceive your company as young, hip, cool, and on the cutting edge of technology? Or is your message that you’re a strong, traditional, family-owned business that exudes trust and well-being? Whatever you want attendees to think, be sure that everything at your event conveys that message.

What do you want attendees to know and take away from your event?

You have a reason for having your event, don’t keep it a secret. Make sure you prepare your personnel so that everyone from your company who comes in contact with attendees knows what their roles are and what is expected of them.

If you focus on these questions, you’ll be able to plan an event that keeps the big picture in mind even while you wow them with your attention to detail.


Tell me if you’ve ever been at an event where any of these three questions seemed to have been missing from the plan and how it made you feel about the company.

About Susan Brauer

Susan Brauer, CME and president at Brauer Consulting Group, has more than 20 years experience in the trade show and events industry. Her experience in setting strategic, quantifiable objectives, promoting and strengthening key corporate messages and demonstrating ROI has led her to also become a sought-out speaker at national trade show events and conferences. Susan’s areas of expertise include strategic goal-setting, event measurement programs, booth staff training and hands-on, interactive workshops.

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