Successful Event Planning Tips for Small Businesses

In a time when attention is EVERYTHING, one of the ways that small businesses can dominate in the attention department is by hosting events. Successful event planning by small businesses is an undertaking, but keeping a few of the following tips in mind can help ensure that the process is smooth and attendees enjoy what you have to offer.


Whether you're hosting a networking meeting, launching a product, or engaging customers, well-executed events foster relationships, increase brand awareness, and boost your credibility. Events truly are a good idea for small businesses to create some buzz and get more eyes on your products and services.

Types of Events for Small Businesses

There are so many kinds of events that small businesses can host, and each serves a unique purpose in the overall vision of your business. Some are designed to increase brand awareness, while others focus on customer engagement or networking, and others are to give back to the community at large. Here are a few examples of events a small business may want to host:

  • Networking Events: These are a great way to connect with other businesses, potential clients, and industry leaders. These events bring you together other business owners in the area or in an industry to help support and grow one another's businesses. I've seen first hand how impactful these can be after getting to know some of the business owners who participate in the Tri-County Small Business Trail.
  • Product Launches: If you’re releasing a new or seasonal product or service, a product launch event helps build excitement and provides an opportunity for live demonstrations. Think about it...every time Bath and Body Works drops a new fragrance line, or the Girl Scouts bring back everyone's favorite cookies, people get EXCITED! Use this momentum and turn it into a whole experience for your clients and customers.
  • Workshops and Seminars: You have knowledge that people in your community are probably interested in. This can look like having a hands-on "how-to" style workshop where you show someone how to make the best use of your products or services, or it can be informational about how to navigate a particular aspect of what you do. These events help you build authority in what you do while also fostering relationships with attendees and other participants.
  • Customer Appreciation Events: Customer appreciation events are a great way to show you care about the people who make your business possible. When I was in the salon, our annual client appreciation party was something that NOBODY wanted to miss. We had giveaways, sales, and even brought in massage therapists to give free chair massages. It was an excellent way to give back while also making money from the product sales.
  • Virtual Events: With more businesses embracing their online presence, and more customers interacting with businesses online, virtual events offer a flexible and current way to engage with your customers. These can be anything from Q&A sessions, panel discussions about your industry, or workshops pertaining to your area of expertise. A note about workshops: The great thing is that these can be recorded and offered as an opt-in to your mailing list or even packaged as a low-cost product, if the material is evergreen.

Why Small Businesses Should Host Events

Hosting events may seem like hard work, but with proper planning and budgeting, it can have a lasting positive effect on your business that will outweigh any costs. First, events allow businesses to interact directly with their target audience, AKA their customers and clients! By creating personal connections through the extra effort of something like an event, you're creating lasting bonds with your people that will nurture a long-term relationship.


Second, hosting events can boost your business’s visibility and authority. Whether it’s an in-person or virtual event, the hype on social media platforms, word-of-mouth advertising and any other marketing efforts surrounding the event boost your reach and visibility. As we know, the more people you get talking about your business, the better any effort is when you're marketing. Additionally, by routinely having events that showcase your offerings, appreciation, or expertise, people will begin to see your business as an authority in your space.


Events also help you learn more about the people you serve and gather valuable feedback about their experiences. You can learn things about their buying patterns, the types of things they do or don't gravitate towards, and use your events as an opportunity to gather feedback by sending out a short survey afterward and asking a few simple questions.

Event Planners: Should You Use One?

When planning an event, many small business owners debate whether to handle the process themselves or hire a professional event planner. In this case, I'm of the personal opinion that it's important to know your own strengths and weaknesses (and be honest with yourself about them!) But before we get too into that, let's break down what planners do and weigh the pros and cons.

What Do Event Planners Do?

Event planners take care of all the logistics, from venue selection (if applicable) to managing the actual event. They coordinate with vendors, handle budgeting, and ensure that every part of the event aligns with your goals. They often use event management software and mobile apps to keep everything organized. (I used Airtable-one of my absolute favorite platforms-to manage a vendor event with over 70 vendors and it worked like a dream! You can find my vendor event planning template here.)


In addition, experienced planners can bring creative ideas to the table and solve common issues that might arise during the planning process. Finding someone who has great communication and a system for regular check-ins is essential to making sure your big event fits your vision and budget.

Pros of Hiring an Event Planner

  • Saves Time: A successful event planner can handle the nitty-gritty details, allowing you to focus on the daily operations of the business and your larger vision for your event.
  • Expertise: With years of experience, event planners have key elements down to a science. They can suggest the right technology and marketing strategies that align with your brand. Additionally, they bring a special set of organizational skills to the table that not everyone possesses. If someone is doing this professionally, they have the experience and expertise needed for aspects of the event you may not have considered.
  • Stress Reduction: A seamless event requires effective communication and coordination. An event planner can manage vendor communication and ensure all of your dedicated team members are on the same page. They handle any little fires that may pop up along the way, ensuring you can keep your daily business operations going.
  • Backup Plans: When things don’t go as expected (e.g., the keynote speaker cancels last minute), event planners can implement backup plans to keep the event running smoothly.

Cons of Hiring an Event Planner

  • Cost: Hiring an event professional can add to your potential expenses. For small businesses on a tight budget, this may or may not be feasible. It's important to consider your bottom line and decide, if you truly want to hire a planner, how to create space in the budget to cover that expense. This may look like bring on event sponsors, bartering with someone who has experience, or making concessions in other areas of the budget.
  • Loss of Control: Some business owners prefer to have full control over the event planning process. While planners aim to align with your vision, handing over tasks could feel like giving up too much control. If you're the type of person to get very hung up on minute details of your event, make sure you work with a planner who is willing to provide a detailed event plan. However, it's important to know that you've hired someone with event experience, and it is important to let them do their job.
  • Fit: It’s essential to choose the right planner. If the planner doesn’t understand your business’s goals or culture, it could affect the event’s overall experience. This could look like anything from branding that isn't congruent with your business to not choosing to allocate marketing dollars to places that your clients and customers can be reached.

Factors to Consider When Planning an Event

What Does Success Look Like?

Before you begin planning, clarify your event’s purpose. Are you trying to:

  • Bring new clients and customers into your business?
  • Nurture and show appreciation for existing clients and customers?
  • Create more awareness by hosting a community event?
  • Showcase your expertise?
  • Fundraise?
  • Or something else?

Depending on your event goals, success may look very different. But by stopping to consider this essential event benchmark, you will better understand how to reach your audience, where to allocate your marketing campaigns and efforts, and what you want to offer at the event itself.

Event Budget

Your event budget is the next most important thing you can do when planning your event. It's important to take into consideration things like:

  • Venue costs (if applicable)
  • Staff costs, both preparing for the event and during the event
  • Event date - depending on the time of year, different expenses could be significantly higher or lower
  • Decorations
  • Refreshments
  • Door prizes
  • Event favors

Take into account the different components of your event, where you want to make sure you invest, and where you are okay making compromises. By knowing your budget and any budget constraints up front, you're able to determine how to approach the rest of the planning process.

Selecting a Venue

Venue selection is crucial to your event’s success. The size of your event and the type of event you’re hosting will heavily influence venue rental. Consider the venue’s capacity, location, and technical capabilities, such as Wi-Fi or live streaming capabilities. For hosting a virtual event or a hybrid event, choosing the right technology platform is just as important.


The needs for a corporate event are much different than those of small events that local business owners may be hosting. Sure, for a large fundraiser, you may end up needing something with a large floor plan and lots of AV equipment available, however, if you're hosting something like a customer appreciation party, you'll just need to look at your own space and how it can best serve your needs.

Marketing Your Event

No matter how great your event is, it won’t succeed if people don’t know about it. A comprehensive marketing plan should include social media campaigns, email marketing, and possibly even paid ads either on social media or even the radio, depending on your event type.


Regular check-ins with your marketing team will ensure the campaign stays on course. Ensure you give yourself plenty of lead time to share the necessary information with potential event attendees. And remember, people are inundated with information nowadays. It's going to take way more than a couple of social media posts to make sure people know about and remember your event.

Creative Ideas to Make Your Event Stand Out

A memorable event often includes unique elements that surprise and delight attendees. Consider offering branded swag, interactive activities, or even a memorable theme. These creative ideas can leave a lasting impression and encourage attendees to talk about your event long after it ends.


If you're hosting an event that you've done an iteration of previously, look at your previous events and see what people liked, enjoyed, and participated in to make a detailed plan of what you would like to include to make your event stand out and feel special.

Additional Considerations

  • Event Team: Assemble a capable event team to manage different aspects of the planning and execution. Your team of event professionals can include anyone from a dedicated event manager, social media manager, event staff, and even entertainment. If you're working with the staff already employed in your business, they must have excellent communication and organizational skills and you as the business owner must be prepared to lead and project manage, should you choose to DIY your event.
  • Attendee Experience: Focus on delivering a top-notch attendee experience, from the registration process to the event follow-up. I cannot overstate how important it is to choose good event management tools (like Airtable!) to make sure that everyone from your event team to the registrants and attendees have a solid experience.
  • Event Management Software: Use event management software to streamline communication, track tasks, and manage your to-do list. This can help you make sure your event checklist is being fully tended to, and no detail is overlooked.

Communication Needs for Your Event

Effective communication can make or break an event. Communication should be clear and consistent among your event team, vendors, and attendees. Regular check-ins with team members ensure tasks are on track. Attendee communication should start early, with registration confirmations, event reminders, and follow-up emails.


For large events, consider using a mobile app or event management software to keep everyone informed in real time. Clear communication with vendors ensures everything runs smoothly on the big day.

Final Tips for Successful Events

  • Plan Early: Give yourself ample time to plan, especially for larger events.
  • Stay Flexible: Have backup plans in case things go wrong. Make sure your communication is on point, and try to look ahead for any potential obstacles.
  • Evaluate: After the event, conduct an evaluation. What worked? What didn’t? This helps improve future events. Look back at your original intent for your event and ask yourself whether your objectives were met, or how they could have been better met.

Time to Get Started with Your Successful Event Planning

Event planning for small businesses can seem daunting, but with the right strategies, it can be a great way to build brand awareness and create lasting connections.


Whether you're hosting an intimate gathering or a major event, staying organized, communicating clearly, and focusing on the attendee experience will ensure your event’s success. With these tips in mind, you're ready to tackle your next event like a pro.