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  • Writer's pictureMicaela Giacobbe

Seven rules for creating events

I have been organising events for as long as I can remember, 26 years and counting to be precise! So, I thought I’d share with you my golden seven rules which I always keep at the top of my mind.

RULE NUMBER ONE Oh no, not another event!

Define your purpose and make it different. There are so many events out there and people nowadays (and especially after the pandemic) are pulled in all sorts of directions with so many invites to contend with.

So ask yourself this:

Why am I creating this event and what is my point of differentiation versus the competition?

Is this event addressing a solution to a problem that none of my competitors are satisfying? If the answer is yes, get on with it and steam ahead, if not, think again.


Who is invited and why should they bother?

Define your audience Audience is key!

Attracting the right delegates is what is going to make or break your event.

I always suggest doing some research with some trusted people that would not be afraid to tell you the truth and use them as your sounding board.

I have a few trusted friends of mine (you know who you are) and, let me tell you, I would have made several wrong turns, would it not have been for their advice and feedback.


Add up your numbers

Define your budget. Budgeting and cost control are paramount to the success of any event - big or small.

It does not need to be complicated or accurate to the penny because along the way, things change, however it is really important to have three elements clear:

  1. How much revenue will the event make?

  2. What costs will I incur?

  3. If my revenues minus my costs make me a profit, is it still worth it? If your answer is yes - GO FOR IT!


Don't change your mind

Define your venue and date and stick to it Venue and date should be locked and only when those are defined and set in stone is when you start promoting it.

If, in the unlikely event you are obliged to change either of those, please make sure you do that ONCE only and communicate it to your audience soonest and as many times as possible.

Remember, if you change your plan, it will be inevitable for some delegates and clients to drop out, so be ready for that!


Start early, the earlier the better

Early planning makes event organisation a doddle, literally.

Stress usually kicks in when things happen at the 11th hour without enough time to prepare. Sometimes having 12 months to prepare an event in advance, ensures its success.


The devil is the detail

This is something my old boss used to repeat to me almost like a mantra every day and she was right! Go over every little detail and iron out any possible hiccup.

Attention to detail and early planning make event creation really easy and most importantly fun. And finally...


Be your audience

Close your eyes and imagine people arriving at your event. Who is welcoming them, what do they see, and are they made feel welcome? Are they impressed? Walkthrough your event step by step as if you were your delegate.

Do you like what you see or could it be done better?

I always find doing this, a very useful exercise.


Keep calm and smile and don’t forget to enjoy the event yourself! Don’t think that you’re not allowed to enjoy an event just because you’ve organised it all – if anyone’s earned it, you have.

For more information about event planning, contact Micaela at Journeys by emailing

Till next time

Ciao ciao



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