Events!!! Everyone Wants One... And Everybody Thinks They Can Do It Better
I have been in this business for more than 20 years, organizing all kinds of events—business-to-consumer, business-to-business, in-company events, executive gatherings, online conferences, weddings, birthdays... you name it.
Lessons from the Field
Birthdays Gone Wild
I remember an outdoor party for over 50 kids with a Spider-Man theme. That day, it rained like never before. Mud everywhere. We had to move everything indoors last minute. It was chaotic, but also fun—the trampoline ended up becoming a mini pool! Lesson learned: Always consider weather conditions and have a backup plan.
The Exclusive Executive Event... With No Attendees
We planned a very exclusive gathering, but no one showed up. Why? The invitees were all close friends, and one of them had a personal issue. Out of solidarity, the rest skipped the event. Lesson learned: Always invite diverse groups, preferably people who don’t all know each other.
Online Kickoff Meeting – The Challenge of Engagement
After a year of online events, the ask was clear: inspire, entertain, and set business expectations for the year ahead—all in a two-day event. Fortunately, the audience consisted mainly of engineers. The key was getting creative. We used a platform that simulated a coffee shop, where participants could move between tables to chat with teammates. To make it even more engaging, we sent coffee and branded cups to all participants so they could enjoy their coffee while attending. Lesson learned: Innovate, anticipate problems, build a strong team, and always have a project manager.
Executive Event with Partners – The Ultimate Challenge
The goal: Host an event at the company’s headquarters, which lacked meeting rooms for more than 100 people. The location? The Midwest. The audience? Attendees traveling from all over LATAM. This event had everything: executive presentations, product demos, keynote speakers, breakout sessions, hotel reservations, hospitality arrangements—all within a limited budget and resources.
This event was a true test of planning skills. From securing venues to coordinating travel and managing logistics, every detail had to be perfect. Lesson learned: Think creatively, manage budgets wisely, and ensure every aspect of the attendee experience is seamless.
Tradeshows: The Pinnacle of Events
Tradeshows are the top of events. Whether you are participating as an exhibitor or hosting a major event, they require strategic planning. Let’s focus on the first scenario—being an exhibitor.
Strategic Tradeshow Participation
If you want to be an exhibitor, do your homework. Don’t fall into the temptation of participating just because all your competitors are there—this is a typical justification from sales teams. Yes, being present where your competitors are can be important, but it’s also a tricky situation. If your presence is significant, make sure you are telling a compelling story with your visuals, content, and booth hosts.
Be careful with beautifully arranged tables for business discussions—they often end up as resting spots for tired attendees or, worse, your competitors!
Do not reuse materials from last year’s show; always refresh your content and bring your stellar solutions to the spotlight.
Differentiate your team from the regular audience and bring knowledgeable people—remember, you have only seven seconds to capture attention.
Avoid giveaways as gimmicks; instead, be present, approachable, and helpful without overwhelming visitors.
Maximizing Tradeshow Impact
Research your audience—understand their age, decision-making power, profession, and job titles.
Objectively analyze past results: press coverage, business impact, leads, and real opportunities.
Ensure customers know where you are, why you are there, and what they will gain from visiting your booth.
Offer something unique—something they can’t experience during a regular sales visit.
Send personalized invitations and ensure visitors register upon arrival.
For lead collection, avoid being invasive; it’s about gathering high-quality insights into real opportunities, not just badge scans.
Hosting a Large Tradeshow
If you are hosting a major tradeshow, start planning at least a year in advance. Choose a convention center close to a cluster of hotels and a major airport. If your audience is international, consider a location with better accessibility and travel convenience.
Essential Event Teams
Always work with expert agencies to manage the most complex aspects of the event. Engage companies that specialize in housing and meeting resources, catering, and transportation.
For keynote sessions, select your presenters early and lock in their schedules well in advance.
Organize your planning team based on areas of expertise, and ensure a senior project manager oversees everything. Key teams should include:
A crew for coordinating seminars and presentations
A crew for the exhibition floor setup and logistics
A transportation and signage team
A registration and website team
An event analytics team for pre- and post-event insights
An on-site registration team with an automated system linked to the registration database
A finance team to manage the budget, costs, and event ROI tracking
By structuring your event with these key teams in place, you can ensure a smooth and well-organized tradeshow experience for both exhibitors and attendees.
Final Thoughts
Events may seem glamorous and easy to execute, but the reality is they require meticulous planning, creativity, and crisis management. Whether it’s a children’s birthday party, an executive summit, or an online conference, the key elements remain the same:
Be strategic
Anticipate challenges
Have contingency plans
Think outside the box
Build the best team
Always innovate
Because at the end of the day, an unforgettable event is not just about what happens—it’s about how well you prepare for what could happen.
