How to organise a promotional event

A promotional event needs more than a strong message and a busy room. Start by fixing the target audience, programme, venue layout and promotion budget before booking suppliers or printing materials. Then build attendance through invitations, promotional posts and a registration form, while collecting dietary requirements and media contacts. In the final week, test every demonstration and presentation, check the sound and projection equipment, and prepare the registration desk so visitors can be welcomed without delays.

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The plan, step by step

Every task with its own sub-checklist, in the order you'll actually need them.

Preparations

1
Confirm target group and program
2 people
2
Determine location and layout
2 people
3
Set the promotion budget
2 people
4
Select suppliers
2 people
5
Make reservations
6
Design invitations
2 people
7
Send invitations
8
Publish promotional posts
2 people
9
Open the registration form
10
Process registrations
11
Collect dietary requirements
12
Update visitor list
13
Send the program to visitors
14
Check promotional materials
2 people
15
Have printed materials made
16
Place catering order
17
Invite press and media
18
Brief volunteers
2 people
19
Collect presentations
20
Test demonstrations
2 people
21
Test the equipment
2 people
22
Prepare name badges
23
Print the visitor list
24
Collect materials
2 people
25
Do the shopping
2 people
26
Chill drinks
2 people
27
Prepare snacks
3 people
28
Assemble promotional packs
3 people
29
Clean the venue
2 people
30
Set up tables and chairs
4 people
31
Set up the reception desk
2 people
32
Set up promotional walls
3 people
33
Set up products and demos
3 people
34
Hang decorations
2 people
35
Set up lighting
2 people
36
Connect sound equipment
2 people
37
Set up presentations
2 people
38
Set up registration desk
2 people
39
Set up the catering buffet
3 people
40
Chill drinks
2 people
41
Lay out name badges
42
Give the team briefing
2 people
43
Carry out the final safety check
2 people

Event

44
Welcome visitors
4 people
45
Register sign-ups
2 people
46
Hand out name badges
2 people
47
Hand out promotional materials
3 people
48
Provide product demonstrations
3 people
49
Facilitate presentations
2 people
50
Answer visitors' questions
3 people
51
Serve snacks
3 people
52
Serve drinks
2 people
53
Refill drinks
2 people
54
Restock the buffet
2 people
55
Empty trash bins
2 people
56
Clean tables in between
2 people
57
Take social media photos
58
Record lead contact details
2 people
59
Guide prize winners
60
Say goodbye to visitors
3 people
61
See off the last visitors
2 people

Aftercare

62
Store promotional items securely
2 people
63
Sort catering leftovers
2 people
64
Collect tableware
3 people
65
Switch off equipment
2 people
66
Remove decorations
2 people
67
Clear tables and chairs
4 people
68
Collect waste
3 people
69
Clean the venue
3 people
70
Check borrowed materials
2 people
71
Return borrowed materials
2 people
72
Store leftover materials
2 people
73
Send thank-you message
74
Schedule follow-up meetings with leads
2 people
75
Publish photos and posts
76
Archive registration details
77
Collect invoices and receipts
78
Process outstanding payments

What to bring

Grouped the way you'd shop for it, with quantities.

Furniture

Party tentqty 2
High tablesqty 8
Tablesqty 10
Chairsqty 80
Registration desk
Bar stoolsqty 8
Dressing tablesqty 2
Tableclothsqty 12
Clothes racksqty 2

Equipment

Laptopqty 2
Projector
Projection screen
Speakersqty 2
Microphoneqty 2
Microphone standqty 2
Extension cordsqty 8
Power stripsqty 8
Chargersqty 6
Power banksqty 4
Presentation clickerqty 2
Cable tiesqty 2
Tapeqty 6

Decorations

Promotional wallqty 3
Roll-up bannersqty 4
Company logo bannersqty 4
Flagsqty 6
Balloon archesqty 2
Balloonsqty 150
Balloon pumpqty 2
Plantsqty 8
Directional signsqty 8
Menusqty 8
Prize table sign

Tableware

Reusable cupsqty 150
Wine glassesqty 100
Platesqty 150
Bowlsqty 30
Forksqty 150
Knivesqty 150
Spoonsqty 150
Coffee cupsqty 100
Serving traysqty 12
Pliersqty 8
Pitchersqty 8

Kitchen

Coffee machinesqty 2
Kettlesqty 2
Coolersqty 4
Food warmersqty 4
Cutting boardsqty 4
Chef's knifeqty 2
Serving plattersqty 12
Kitchen tongsqty 6
Thermos flasksqty 4

Catering

Groceries

Tips

Set the programme and visitor journey before choosing the layout. Allow space for a registration desk, high tables, presentations, demonstrations and a clear route to promotional walls or banners.
Open registration as soon as the invitations and promotional posts are ready. Review the visitor list at least twice: once several days before the event and again on the final working day.
Set a firm deadline for dietary requirements, preferably 5 to 7 days before the event. Pass the final count to catering when you place the order, rather than estimating from the number of invitations.
Test presentations, demonstrations and all equipment at least one day before opening. Check the laptop, projector, screen, speakers, microphone, clicker, extension cords and power strips together in the actual room.
Prepare visitor-facing materials before event day. Print the visitor list and name badges, send the programme to registered guests, brief volunteers, and keep tape, cable ties, chargers and power banks available for last-minute fixes.

Frequently asked questions

How early should I start organising a promotional event?: Start at least 8 to 12 weeks before the event if you need a venue, suppliers, printed materials and press invitations. Use the first two weeks to confirm the audience, programme, location, layout and budget.
When should invitations and promotional posts go live?: Send the first invitations and open registration around 6 to 8 weeks before the event. Publish reminder posts at least twice afterward, with the final reminder 2 to 3 days before the event.
When should I order catering for a promotional event?: Place the catering order after registration has produced a reliable attendance estimate, usually 5 to 7 days before the event. Confirm dietary requirements and keep a small buffer for late additions.
How long before a promotional event should equipment be tested?: Test the laptop, projector, screen, speakers, microphone and presentations at least 24 hours beforehand. Repeat a short sound and power check 60 to 90 minutes before visitors arrive.

Start this plan in Lizzt

Every task and item on this page, ready in your own event. Invite people, split the work, and see who has done what.