Planning events people remember: Lessons from the front line

Practical insights from our Events Manager on delivering seamless, high-impact experiences. 

Drawing on Sian’s real-world experience as an accomplished Event Manager who has delivered everything from university ceremonies to international delegations, this blog uncovers the elements behind exceptional event planning.

In an industry where no two days or events are ever the same, Sian shows how great experiences are built through meticulous preparation, sharp decision-making and the ability to stay calm when the unexpected inevitably unfolds. Whether you’re planning your first conference or refining a long-running programme, her insights will help you design events that feel seamless, engaging and memorable.

I have always been a very organised person and have loved events for as long as I can remember. I studied International Hospitality and Tourism Management at The University of Surrey, this is where I started to take more of an interest in events and realised that this could be a career.  I gained a lot of first-hand event management experience during my time at university, this included working at graduation ceremonies and running events at the student union. During this time is where my passion for events really grew, after leaving university I started my career at a trade association working as part of the membership team helping with the sale of exhibition space at internal and external events and from there I moved onto working for Newable Advice where I started my 12 year career in the Events and Marketing team.

I started by supporting with the organisation of events for the Department for International Trade (formally known as UK Trade & Investment) and worked my way up to managing our team of talented event executives. Over the last 12 years I have supported with and planned over 2k events from large conferences and award ceremonies to pitching events and international visits to a variety of global markets.

My passion for events doesn’t stop there! I have also been volunteering for over three years at Love4Life, a charity that brings together adults with learning difficulties and disabilities through events and social activities. I am also often planning events for friends such as hen parties, weddings, social gatherings and celebrations. I once planned a trip around France to find a wedding venue for one of my best friends, now that was an adventure!

I really do live and breathe events, it gives me such a buzz to be able to see an event come together and the impact this has on those who attend both in and outside of work and I am passionate about delivering great event experiences.

I think an Event Manager needs to have a mixture of being organised and flexible, being able to stay calm under pressure, and have a great eye for detail as sometimes it is the small things that make a big difference.

Being able to juggle a lot of tasks is very important, it is a part of what I love about the job as no two days are ever the same, and on event days you never know what you are going to come up against. Being able to think on the spot, problem solve and stay calm is vital. It could be filling a slot on the agenda because a speaker is delayed or not able to come last minute, trying to discard a 6ft wooden box which the event kit arrived in and needs to be removed ASAP (yep that was a fun one!), or finding delegates who have got lost at a very small airport in India and you need to get them on the flight with the rest of the delegation before the flight leaves.

Working as a team and knowing your team’s skills is also crucial, knowing what each person excels at and assigning each task to the person best suited to it helps maximise their talents and ensure a high‑quality event delivery.

Communication is also key. Being clear, concise and confident makes life so much easier for everyone involved. It means the team you are working with (before, during and after an event) know exactly what’s going on, what’s needed and what to prioritise, this leaves as little room for error as possible. One of my key skills is attention to detail, I am a very keen proof-reader and can spot small mistakes from a mile off, with the team often coming to me to proof and check long and complex documents. When it comes to event delivery, I think attention to detail is essential as small errors can cause issues and confusion but could also end up damaging reputations which we want to avoid at all costs.

3. What are your top tips for keeping attendees engaged – before, during and after the event?

I think before an event, it is key to create teasers or drip feed information. If you have big announcements that you want to make, then don’t include all that information up front, release things in the lead up to get your potential audience excited about what else could come and create a bit of buzz around the event.

If you are announcing new speakers or segments, including blogs or quotations around that which can give people an idea of what they might experience if they come along and hopefully entice them to book if they haven’t already. I think everyone struggles with no shows, so making sure all the information you are providing in the lead-up is engaging and exciting to make people want to get out of bed and come to the event, even if it is raining and cold and staying at home would be easier (if the event isn’t virtual).

On the day, you want to make sure the audience is being engaged with and not being talked at. We learnt from COVID that networking and making personal connections are among the things people missed most. If the event is virtual, then making sure the tech works and your speakers are dynamic and can involve the attendees as much as possible, this is a lot easier to do in person, so it does take extra planning for virtual events to make them interactive. Having different types of sessions throughout the event keeps people engaged, such as short sessions, panel discussions, interactive Q&As and assisted networking. It is paramount to understand the event brief to make sure whatever you create on the day fits the audience and the aims of the event.

Keeping delegates engaged after an event can be the most difficult part. Sharing any information that you can about what took place and giving access to special features or a community can help keep people engaged. Gathering feedback from an event is very important to us so we can keep learning and evolving as an Events Team, gathering this information as soon as possible after the event is key but keep it short and not overly complicated so that it is quick and easy for the attendees to complete and shows we are valuing their time and opinions. Sometimes it is also useful to offer the delegates something for filling in a feedback form such as a free eBook or guide, or to be entered into a competition which can help encourage more feedback.

4. What are some of the biggest mistakes you see organisations make when planning events and how can they be avoided?

Not understanding the brief or not having regular check-ins with the client to make sure they are still happy with what is being created. It can be very easy to come up with exciting new ideas and concepts but if it isn’t what the client wants, then the event won’t be a success at the end of the day. A quick catch-up with the client at regular intervals to make sure what is being created is what they had in mind, getting them to sign-off on key decisions and keep them involved in the decision-making process (even if they are leaving the creativity up to you) will help to avoid missing the main event objectives.

Not getting the small things right, these are the things that the delegates will remember. If you have spelt their name wrong on the name badge, if you haven’t taken care of their dietary requirements or if you run out of food,  these things are easy to get right but if you get them wrong then the attendees will start to wonder what else could go wrong. I went to a big event recently in Hyde Park and the screens said “Enterance” instead of “Entrance” and they also sent pre-event comms twice because the first ones had an error in them, it doesn’t look very professional and you are risking the attendees starting the event with a negative view.

A second pair of eyes, checking with your team and slowing down to take the time for final checks are key for this. As you get closer to the event day, things can get busy, but making the time to have a clear head and do these checks can make a big difference in the attendee experience.

5. Looking ahead, what emerging trends or attendee expectations do you think will shape events in the next year?

I think tech and AI are going to be a big trend, but it is important to make sure it is used in the right way and with the audience in mind. If your audience is not very tech savvy, then using a lot of smart features that they might not be interested in or might overcomplicate things wouldn’t be a great solution.

There are a lot of exciting things that are being developed, headsets that can translate directly into multiple languages, apps that will send you any photo that has been taken of you at an event based on a photo you have uploaded, digital walls for social posts and connections, VR headsets for an immersive experience. But it is really important not to forget the human element and to use technology only when it is needed and will add value to the event. Using things just for the sake of it can result in the audience not using them or an event being overcomplicated. I think the most vital thing in the coming year or so in events is making sure we get the balance right between technology and human interaction.

Bringing an event to life is never just about logistics, it’s about creating moments that feel meaningful, seamless and memorable for every attendee.

By focusing on the details, staying connected to your audience and embracing innovation with purpose, you can consistently deliver events that leave a lasting impression.

If you are ready to elevate your event or need expert support to bring your next idea to life, explore how EventAble can help you craft experiences that truly stand out.

If you would like to speak to Sian or any of our other team members about planning your next event, please reach out via our enquiry form below or by emailing us at hello@eventable.uk