Whether you’re planning a trade show or are entrusted with planning a fundraiser, consider creating profitable events a great opportunity to earn a generous amount for a few hours’ work and a few days’ planning. However, if you want to truly ensure the success of your event and establish your reputation as an events planner, the following steps in this guide will help you achieve your goal.

1Researching Profitable Events and Research Some More

Study your client’s niche before meeting with them to understand who you’re dealing with and what their requirements may be. You should also research your client to learn about their business’ objectives and how this event may align with them. Next, schedule a formal meeting where you listen to the client’s vision and develop the event’s goals and objectives. You may need to repeat this step a few times until you clearly understand what the client has in mind and how you can achieve it.

2Draft a Plan

Next comes drafting a realistic plan. This is an important step as planning can help you avoid costly expenses and potentially high risk activities. Your plan should tackle the following five aspects to be a successful one:

  1. Objectives – Clearly state what you and your client aim to achieve with this event. Having this in writing will keep important details on your mind.
  2. Budget – Include all the costs the event will incur, including hidden costs such as staff time and allocated running costs.
  3. Timescale – Plan a sensible and achievable timescale to deliver results without panicking at the last minute and making unnecessary compromises.
  4. Human Resources – In addition to determining how many servers you need, you should decide on the professionals you contract for both event management and entertainment. You may also assign roles to others if you have a team helping you.
  5. Software – Make sure that you have software such as accounting software, staff log-in systems and bookkeeping programs handy. These will help you determine costs more efficiently and monitor certain aspects, such as staff attendance, on your behalf.

3Set a Date

If your client hadn’t already given you a date, you need to set one for the event. Based on it, you’ll contact contractors and other staff to help you out. If this is the first time you’re creating an event, follow these tips to set the perfect date.

  • Depending on the nature of the event, set the date anywhere between four and six months after your initial meeting with your client. This will give you time to plan and arrange for everything.
  • Keep in mind statutory and religious holidays that may coincide with the event’s date.
  • Avoid school holiday periods as parents won’t be able to leave their kids easily.
  • Cross-check dates with key participants such as speakers and presenters.

4Brand Your Event

For an event to be profitable, it should stand out. Select an appropriate theme that will drive people to attend and select a good name to brand the event. You should also come up with a short, memorable tagline and create a logo to represent the event. Using these, you can create social media pages to market the event and generate a buzz around it.

5Locate Partnerships and Sponsors

If your client can’t handle the event’s growing expenses and/or wants to increase potential participation, help them out by considering corporate sponsors or partnering with community organizations. Corporate sponsors will fund a portion of the event, be it sponsoring the dinner, offering an item for auction, or providing gift bag items. Meanwhile, partners will offer a venue or assistance with organizing the event.

6Have a Publicity Plan Ready

Your guest speakers or entertainment line-up won’t be enough to get people through the door. You should start promoting the event through a web page, note in a newsletter, an email to client lists, and other online and offline marketing procedures. You need to generate a major buzz to get some people to attend, so don’t cut any corners. This is another reason to take four to six months planning prior to the event.

7Have a Contingency Plan In Case

Emergencies are bound to happen, so always have a plan B just in case. For instance, contract two bakeries before the event to ensure that one delivers if the other bails out on you. Doing so will protect your event as well as your budding reputation as an event planner.

8Send Reminders Before the Event

People can easily forget about the event simply because they have so much on their plate. So send out reminders via email or social media to ensure that everyone attends. You’ll also need to remind venue organizers, partners, sponsors and everyone involved in managing the event to ensure that everything goes smoothly.

9Be Alert During the Event and Thankful Afterwards

During the event, be part of the action and check on everything a few times to ensure that they’re in shape. You should have the program in hand and ensure that things are going smoothly at the venue. If you feel that you may be stretched out thin, assign people to handle different aspects of the event such as food and beverages and parking.

Finally, once the event is over, send thank-yous to everyone who attended as well as those who participated in ensuring your success. This will generate customer loyalty and guarantee that contractors always make time for you in the future.


In addition to these steps, remember to go the extra mile to ensure the success of your events. For instance, allow multiple payment options and announce this feature at the event. You should also walk the staff through the event beforehand, overstock your inventory to accommodate extra purchases, and offer small mementos to attendees. Just keep everything within the budget you plan and it will be a successful and profitable event for sure.