The word event can be traced back to 1573 and is derived from words that mean “outcome”. This is exactly what you should be thinking about when planning an event of any kind. What is the ultimate outcome that I wish or my client wishes to gain from this event. Do I want media coverage? Do I wish to add new clients or gain new members to an association? Is the event a creative way to build a brand in the minds of the public? Asking questions like these are supremely important because once you answer them, it will make it much easier to execute it properly. If you cannot determine what the outcome from the event should be, clearly and easily, you are better off putting a hold on the event until you know the answer.
Joshua Gair – Impact Entertainment