How to organize an event: everything you need for a successful event

Are you thinking about organizing an event but don’t know where to start? No worries, we’ve got you! In this blog, we’ll guide you step by step through all the aspects of event planning. We’ll keep it practical, so you won’t get lost in the details and can get started right away.

• What is an event and why should you organize one?
• What does an event manager do?
• An event without a script? No way!
• 10 Event Trends to check out in 2025
• When should you send invitations and how do you set the ticket price?
• Sustainable organizing: yes or no?
• Goodie bags: the perfect finishing touch for your event
• Calculating the ROI of your event: how do you do it?

What is an event and why should you organize one?

Let’s start at the beginning: what exactly is an event? An event is not just a gathering; it’s an experience. It brings ideas together, connects people with shared visions, and provides a platform for your brand. Whether it’s physical or online, events create a unique energy and are the perfect way to discover new opportunities.

An event is a crossroads of ideas and people. From business conferences to social celebrations, from sports events to cultural festivals—every event has its own purpose and atmosphere. It’s a chance to bring people together and leave a lasting impression.

Types of events:

• Business events: conferences, seminars, team building.
• Social events: weddings, birthdays.
• Cultural events: festivals, exhibitions.
• Sports events: marathons, tournaments.
• Educational events: workshops, training.

And more, such as product launches, charity events, and promotions.

Why organize an event?

An event can mean a lot for your brand or organization. Here are the 11 most important benefits:

• Networking: Make new connections and strengthen relationships.
• Increase brand awareness: Make your brand stand out with a unique experience.
• Relationship building: Personal interaction creates lasting connections.
• Build credibility: Position yourself as an expert in your industry.
• Lead generation: Meet potential customers and grow your client base.
• Knowledge sharing: Inspire and inform your target audience.
• Product launches: Introduce new products or services.
• Community building: Bring like-minded individuals together around your brand.
• Market research: Gain direct feedback and insights from participants.
• Media attention: Attract press coverage for extra visibility.
• ROI: A well-organized event can boost your revenue and customer loyalty. 

Clear goals make the difference

Every event starts with a clear goal. Whether you want to share knowledge, attract new customers, or build a community, it’s important to set specific and measurable objectives.

Inspiring examples:

Example 1: Event Summit

• Goal: Networking and sharing knowledge within the events industry.
• Why it’s important: This is a premier event for professionals in the events industry to learn about the latest trends and developments. The goal is to discover new networking opportunities, exchange knowledge, and gather ideas for future events. This event offers an excellent opportunity to connect with like-minded individuals and apply innovative ideas to your own events.

Example 2: The Self-Made Summit

• Goal: Professional development and entrepreneurship.
• Why it’s important: This event brings entrepreneurs together to share experiences and learn from one another. The goal is to build a community of self-made entrepreneurs who support and inspire each other. It strengthens relationships and offers valuable networking opportunities to drive business growth.

1. Planning the event

• Concept development: An event manager helps brainstorm and develop a creative concept that aligns with your goals.
• Setting objectives: They work with you to define clear and measurable objectives for the event.
• Budget management: Creating and managing a realistic budget that prioritizes needs without surprises later.

2. Logistics and coordination

• Venue management: Selecting the right venue and negotiating contracts.
• Arranging speakers and vendors: Whether it’s catering, technical support, entertainment, or decorations—the event manager handles it all.
• Scheduling: Developing detailed timelines and action plans to ensure everything happens on time.

3. Participant experience

• Communication: An event manager ensures that everyone involved—from participants to vendors—knows what is expected of them.
• Registration and guest list: Managing participant registration and creating an accurate guest list.
• Problem-solving: During the event, they’re ready to address any issues immediately without participants noticing.

4. Creative input and branding

• Brand consistency: An event manager ensures that every aspect of the event—from invitations to visuals—reflects your brand identity.
• Innovation: They bring creative ideas and unique touches to make your event unforgettable.

5. Evaluation and reporting

• Measuring results: After the event, the event manager analyzes the results (such as ROI, participant feedback, and goal achievement).
• Gathering feedback: This helps improve future events even further. 

Why is an event manager your secret weapon?

• Keeping an overview: A good event manager oversees the big picture and prevents you from being overwhelmed by details.
• Knowledge and experience: With their expertise, they know the best suppliers, venues, and techniques to take your event to the next level.
• Preventing problems: They anticipate potential issues and provide alternative solutions, allowing you to enjoy the event stress-free.
• Saving time: You don’t have to handle everything yourself, giving you more time to focus on your own priorities.

An event without a script? No way!

When organizing an event, a script is your ultimate guide. It’s more than just a list; it’s a detailed overview of what needs to happen, when, by whom, and how. It helps you stay organized, prevents chaos, and ensures everyone knows exactly what’s expected of them.

Why do you need a script?

• Overview: A script gives you a helicopter view of the entire event, from preparation to teardown.
• Structure: Even when everything seems to be happening at once, the script keeps you on track.
• Efficiency: It ensures that team members, suppliers, and partners know exactly what is expected of them, and when.
• Problem-solving: With a good script, you can quickly anticipate unexpected situations because you know exactly who is responsible for what.
• Peace of mind: It provides confidence and peace of mind, knowing you've worked out everything in detail. 

Tips for a successful script

• Be detailed: The more specific you are, the easier it is to follow the event plan.
• Keep it organized: Use tables, color codes, or headers to make the document clear.
• Communicate in advance: Share the event plan with everyone involved so they’re prepared.
• Print and digital: Make sure to have both a digital and printed version, just in case.

An event plan is your best friend when organizing an event. It helps you stay organized (even when juggling a hundred things at once) and ensures everyone knows what needs to be done. Looking for more tools? Download our Event script Template — everything you need! 

10 Event Trends to check out in 2025

The events industry is evolving rapidly, and 2025 is shaping up to be an exciting year full of innovation. Whether you're hosting a small networking dinner or a large international conference, these 10 trends will help you create events that leave a lasting impression.

Trend 1: Micro-Events – small but mighty

Greatness is often found in the details. Micro-events (10-50 participants) are growing in popularity due to their intimate nature and focus on genuine connections.

• Example: An exclusive workshop with an expert where participants can truly engage in conversation and gain new insights.
• Why it matters: Personal contact, customization, and focus make guests feel special and ensure your event stands out as unique. 

Trend 2: Creative lighting and decor – ambiance as a superpower

Lighting and decor set the mood for your event and leave a lasting impression. They enhance the event's theme and create an emotional connection with your guests.

• Example: Use LED lighting to mark the transition from day to evening or apply projection mapping to bring entire walls to life with visual stories.
• Why is it important? It creates a unique atmosphere that enriches your guests' experience and makes your event unforgettable.

Trend 3: Sustainable and eco-friendly events

Sustainability has become a must. Attendees expect environmentally conscious practices, from the venue to catering.

• Example: Work with local suppliers and choose reusable materials.
• Why is it important?  Sustainability enhances your image and creates positive associations with your event.

Trend 4: Trend 4: Health and well-being – an event where you feel good

Health and well-being are becoming increasingly important to event participants. It’s about ensuring your guests feel good physically and mentally.

• Example: Include yoga sessions, offer healthy catering, and create quiet spaces where guests can recharge.
• Why is it important? Events that prioritize well-being lead to better engagement and a positive experience.

Trend 5: Diversity and inclusion – no longer just an event trend in 2025

Events must be accessible to everyone. Diversity and inclusion are essential for events that aim to make an impact.

• Example: Ensure a diverse lineup of speakers, provide accessible venues, and use inclusive marketing.
• Why is it important? It expands your reach, fosters connection, and ensures no one feels excluded. 

Trend 6: Hybrid Events – the best of both worlds

The combination of physical and digital experiences ensures greater accessibility without compromising quality. Hybrid is the new standard in 2025.

• Example: Offer participants the choice to attend in person or join via livestreams and interactive online sessions.
• Why is it important? Hybrid events expand your audience, make participation more flexible, and provide a broader reach.

Trend 7: Augmented Reality (AR) – adding a new dimension to events

AR adds an extra layer to your events, enhancing the experience and actively engaging your guests.

• Example: Let attendees try products virtually or use AR to make your venue interactive.
• Why is it important? It creates a unique, memorable experience that guests won’t forget anytime soon.

Trend 8: The Metaverse and Virtual Reality (VR) –fully immersed in your event

The metaverse and VR offer endless possibilities to provide your guests with an innovative, virtual experience.

• Example: Host a product launch in a virtual world or hold a conference where participants meet each other in a digital networking space.
• Why is it important? It opens up new ways of interaction and allows you to push boundaries without physical limitations. 

Trend 9: Artificial Intelligence (AI) – organizing smarter events

AI makes events more efficient, personalized, and dynamic through real-time analysis and automatic adjustments.

Example: Use AI for personalized schedules, chatbots for visitor services, or collecting real-time feedback to improve the event.
Why is it important? AI streamlines your event and quickly adapts to the needs of your audience.

Trend 10: Data-driven events – knowledge is power

Data is essential for optimizing your event. By using data smartly, you can enhance the experience and make your event a success.

• Example: Use data to better understand your audience, refine your marketing, and tailor your program to the needs of your participants.
• Why is it important? Data provides insights that allow you to continuously improve your event, both before and during the event. 

When should you send invitations and how do you set the ticket price?

Sending invitations and setting the ticket price are two important aspects of organizing a successful event. Both require strategic planning and timing because, when done right, you can increase attendance and convince your target audience to purchase their tickets quickly.

When is the best time to send invitations?

A well-timed invitation can make or break your event. If you send it too early, your event might slip out of people’s minds. Too late? People may already have other commitments.

Save the Date

For formal events, send the save the date 6 to 8 months in advance. For informal events, 4 to 6 months is fine. The goal is to let your guests know they need to reserve a specific date.

Invitation

After the save the date, send the official invitation. This should be sent 3 to 5 months before the event. Formal events (like B2B) require a bit more time due to busier schedules. For informal events, you can send it closer to the event date. Make sure your invitation arrives at just the right time for maximum effectiveness.

Extra tips:

• Best time to send: The DDMA (Dutch Data & Marketing Association) has collected data showing that the Click-to-Open rate is highest on Tuesdays at 4:00 PM (14.12%).
• International audiences: Keep time zones in mind! Segment your audience and send your invitations at optimal times for each group.

How do you determine the ticket price for your event?

Setting the right ticket price is crucial to the success of your event. A price that's too high can scare off attendees, while a price that's too low can make your event unprofitable. Here are some key factors to consider: 

1. Understand your costs: Create a detailed breakdown of your expenses, including venue, staff, marketing, catering, and other services. It's crucial to know how much you need to earn to cover your costs.
2. Market research: Look into what your competitors charge for similar events and determine the value you offer. What is your target audience willing to pay? Make sure your ticket price aligns with your audience's expectations.
3. Value proposition: What makes your event unique? Are there exclusive experiences, speakers, or performers that justify a higher ticket price? Clearly communicate this value to your attendees.
4. Pricing strategies:

• Cost-based pricing: Calculate your expenses and add a profit margin. This is a safe approach to ensure you’re not selling below cost.
• Value-based pricing: Focus on what attendees are willing to pay for the experience you’re offering.
• Demand-based pricing: If your event is highly sought after, you can charge higher prices.
• Competitive pricing: Compare your ticket prices to competitors to stay competitive in the market.
•  Dynamic pricing: Increase prices as the event date approaches, or offer early bird tickets at a lower price initially.

How event software helps you manage tickets

Event software simplifies ticket management. From setting up ticket options and payment systems to sending invitations and tracking payments, everything can be managed from one platform. It saves you time and ensures your event runs smoothly. With features like:

• Complete ticketing module
• Payment options like iDEAL, PayPal, and credit card
• Early bird and late tickets
• Discount codes and QR codes
• Real-time financial overview of revenue

Using event software makes event management more efficient, allowing you to focus on creating an amazing experience for your guests.

Sending invitations may seem simple, but it can really make a difference in your attendance. And ticket pricing? That requires a bit of finesse. Luckily, we’ve already covered that in some blogs: What’s the best time to send invitations? How do you determine ticket prices for your event?

• What is the best time to send an event Invitation?

Sustainable organizing: yes or no?

Sustainability is no longer just a trend; it’s a necessary approach for the events industry. From reusable materials to locally sourced catering, organizing green events is becoming increasingly important. But how do you get started with planning a sustainable event?

Sustainability in events: why is it important?

Sustainable organizing goes beyond just choosing eco-friendly options. It’s an opportunity to make a positive impact on both the planet and the community. Sustainable event management means making choices that minimize the ecological footprint of your event, such as selecting sustainable materials, reducing waste, and supporting local and ethical suppliers.

What does sustainable organizing mean in the events industry?

In practice, sustainable organizing means, for example:

• Sustainable materials: Think recycled or biodegradable materials for decorations, cups, and other disposable products.
• Waste reduction and recycling: Set up recycling stations and choose compostable products to minimize waste while raising awareness among participants.
• Local and ethical catering: Opt for local, sustainable products and work with suppliers who follow ethical and environmentally friendly practices.
• Energy efficiency: Use LED lighting and consider sustainable energy sources like solar or wind power to minimize energy consumption. 

Challenges of sustainable event planning

While making an event more sustainable offers many benefits, it also comes with challenges:

• Logistics and technology: Finding local suppliers and managing recycled materials requires extra effort from organizers.
• Costs: Sustainable choices may initially seem more expensive but are often cost-saving in the long run.
• Education and awareness: Not all participants are familiar with sustainable practices, so you may need to invest in communication and education.

Circular Events: what does it mean?

Circular events focus on reusing materials and minimizing waste. The goal is to create a closed loop where materials are reused, recycled, or upgraded instead of being discarded. This can include using reusable event materials and encouraging recycling among participants.

Goodie bags: the perfect finishing touch for your event

A well-thought-out goodie bag is the cherry on top of any event. Not only does it show extra appreciation for your guests, but it’s also a great way to strengthen your brand and make your event even more memorable. But how do you create a goodie bag that guests won’t want to throw away?

What makes a great goodie bag?

• Branding: Include items that represent your brand, such as pens, notebooks, or eco-friendly products with your logo.
• Personal touch: Add items that align with your event’s theme or your guests’ interests. Think product samples, discount coupons, or invitations to future events.
• Valued products: Small, practical items that guests will actually use, such as water bottles, reusable bags, or even snacks, make the goodie bag more valuable.

Why are goodie bags important?

• Lasting impression: They leave your guests with a positive memory, potentially increasing engagement with your brand.
• Reinforce your message: Including items that tie into your event’s theme or message helps to further emphasize your goals.
• Happy guests: Guests will feel appreciated, and the effort you put into creating a well-curated goodie bag will not go unnoticed. 

Calculating the ROI of your event: how do you do it?

Calculating the ROI (Return on Investment) of your event is essential to determine whether your investment delivered the results you were hoping for. ROI isn’t just about direct financial returns but also about the value you created, such as brand awareness, customer satisfaction, and what you aim to achieve with your event. Is it sales, expanding your network, or increasing brand recognition?

ROI Model

There are various models to calculate ROI. A popular one is the Event ROI Model, which looks beyond financial returns to include other success factors like customer satisfaction and contributions to brand value. This model can be useful when you want a deeper understanding of your event's overall impact.

ROI Formula

There’s a simple formula to calculate ROI: (Revenue – Costs) / Costs x 100%. The result shows the percentage you’ve earned relative to your investment. For example, if you invested €10,000 and generated €15,000 in revenue, your ROI is 50%.

Hard and soft metrics

In addition to financial figures, hard metrics (like ticket sales and leads) and soft metrics (like customer satisfaction) can help measure the total value of your event.

Evaluate to grow

Calculating your event’s ROI gives you insight into the effectiveness of your investment and helps you optimize future events. It goes beyond financial outcomes, encompassing value in areas like brand awareness and relationships.

Organizing an event doesn’t end when the last guest leaves. What did your attendees think? What went well, and what could improve? By thoroughly evaluating your event, you can make the next one even better. Want to learn more about calculating ROI? Read the full blog. How do you create a good survey?