From one sh*t show to semi-perfecting a process: Planning an event

If you’ve ever run an event before, you already know: it’s a complete sh*t show. Sure, not every time—but that first time? It’s an absolute learning experience. And let me tell you, I still get PTSD thinking about my first huge event.

Picture this: you spend over $1,000 on banners and standees. They arrive, and… the cutting lines are printed on them. Yes, you read that right. Mistakes can usually be swept under the rug, but imagine yours plastered all over the Las Vegas Convention Center with thousands of attendees. Fun times.

Despite the chaos, attending an event is typically always worth it. And I know, post-COVID, events might feel like a relic of the past, but they’re one of the best ways to connect with people (human contact—who would’ve thought?). One of our clients recently landed Spotify as a customer because of a well-planned event. So, maybe it’s time to rethink the value of events in your marketing strategy.

Here’s everything I’ve learned to help you avoid rookie mistakes and semi-perfect your process.

Plan your event & marketing needs early (like, way early)

Lock in your event date and subtract at least a month—or more if you’re better at planning earlier than me. This gives you room to breathe when the inevitable chaos happens.

Get your team on board early with clear deadlines. I highly recommend creating a Gantt chart to track every asset you need, who’s responsible for it, and when it’s due. Don’t forget to build in time for errors—because there will be errors.

Plan everything. Even if it’s a logo on a teddy bear, have it ready. The last thing you need is a midnight panic because it's the incorrect design size. Save yourself the headache and have every asset tracked in a sheet.

Most importantly too– make sure your team is aligned:

• Schedule regular check-ins: Weekly or bi-weekly meetings keep everyone aligned and give room to troubleshoot issues early.
• Involve all stakeholders: If multiple projects overlap, make sure every team member involved is looped in early.
• Centralize your assets: Create a single folder or repository for all designs, briefs, and approvals so nothing gets lost in a Slack thread(it will).
• Over-communicate: It's better to repeat yourself than to assume someone knows what's going on. Please update the client too! Sometimes I forget 🙁
• Have contingency plans: For every major deliverable, have a backup plan in case of delays or mistakes. This could be ordering extras, having alternative designs ready, or identifying a rush vendor just in case.
• Final proofing checklist: Before anything goes to print or production, set aside time for a thorough review. Spelling errors, color mismatches, or alignment issues can cost you time and money.

A little over-planning now will save you a lot of stress later. It might even prevent the infamous ‘cutting lines printed on your standees’ situation.

Printing event marketing materials—What you don’t know will hurt you

Before my first event, I had no idea how complicated printing could be. The digital world has ruined me—I thought you just upload a design, click print, and boom, magic happens. Turns out, there are layers of complexity you need to understand.

Here’s a crash course on what to consider for printing:

1. Paper weights:
   • Lightweight (70-90 gsm): best for flyers or standard brochures. Feels flimsy but works for mass distribution.
   • Medium weight (100-170 gsm): ideal for premium brochures or posters. Slightly sturdier but still easy to handle.
   • Heavyweight (200-350 gsm): perfect for business cards, postcards, or standees. Gives a professional and substantial feel.
2. Finishes and coatings:
   • Matte finish: soft, non-reflective, and professional. Great for standees or banners in well-lit areas.
   • Glossy finish: high shine, vibrant colors. Works well for posters and catalogs but can glare under bright lights.
   • Satin finish: a hybrid between matte and glossy. Smooth and slightly reflective, making it versatile for most prints.
   • UV coating: adds durability and a premium look. Ideal for business cards or high-traffic items.
3. Types of printing:
   • Offset printing: high-quality, bulk printing. Best for large volumes like flyers, brochures, or catalogs.
   • Digital printing: faster and cost-effective for smaller runs. Perfect for posters or event-specific materials.
   • Large format printing: used for banners, standees, or backdrops. Ensure your designs are high-resolution to avoid pixelation.
4. Design tips for printing:
   • Keep text at least 1/8 inch from the edge to avoid being cut off.
   • Use CMYK color mode (not RGB) for accurate color reproduction.
   • Always proof your design—every vendor sends proofs for a reason.

Please, please—one more please—pay attention to the above. A beautiful design can come out horribly if you don’t follow printing guidelines. Take the time to read up beforehand and familiarize yourself with bleed lines, paper weights, and finishes.

And if things still go wrong (because they might), don’t panic. Moo offers next-day printing for business cards, and Staples can even do same-day printing for some items. Yes, I learned that the hard way

Swag bags—size (and thoughtfulness) matters

Swag isn’t just about handing out freebies; it’s about leaving a lasting impression.

Keep it portable

If your event is out-of-state, bulky items are a no-go. Attendees don’t want to lug around huge blankets or giant tote bags. Think small, lightweight, and usable—that’s what you need to remember.

Would you take this home?

A pen will likely be left behind in their hotel room, but a practical item like a sleek stainless steel water bottle (without your huge branding plastered on the side) will actually get used. Think from the perspective of your attendees—and yourself. What would you actually take home?

What we’ve done in the past is try to think of items they might keep on their desk to always remind them of us (even if our company logo isn’t plastered everywhere).

For one event, we handed out coasters—small, simple, and perfect for when they’re relaxing at home. Maybe they’ll look down and think, Oh, I remember these people. Instead of tote bags, we handed out foldable cooler bags. Why? Because a flimsy tote bag will likely get tossed aside, but a cooler bag can be reused for picnics, groceries, or travel.

The key here is to focus on things that will actually get used, not a jumbled mess of pens and notepads destined for the trash..

Tie it to the theme

This is your chance to bring everything together—your booth, your company values, your messaging. Think of your swag as one of the puzzle pieces that completes the picture. It should fit seamlessly into the story you’re telling at the event.

At one event, we handed out stainless steel mugs featuring a customer experience quote, coasters, and a teddy bear. These items weren’t random—they were chosen to reinforce the campaign theme of comfort and care.

Make sure your swag items have reviews

Trust me. You want to give out quality items. People will remember you for them—good or bad. Do your research on vendors and always have backups ready. Pick about three options and compare reviews on quality online.

You’ll most likely have to order in bulk (I’m talking a minimum of 50), so make sure the items are worth it. When reviewing your proof, analyze every single detail. I mean it. Something that looks small on a screen will be blurry or awkward in real life. High-definition printing doesn’t lie—if the mug is blurred, it wasn’t the proof lying to you.

Tip for ordering swag items

Swag orders go wrong more often than you think—misprints, shipping delays, or even the wrong color. Always order extras or have a backup plan to cover any unexpected issues.

And here’s a crucial step: always check your email to confirm the proof. I’ve made the mistake before, thinking, “Oh, good, onto the next task” after placing an order. Wrong! Turns out, the vendor had sent an email sitting in my inbox waiting for proof approval. Without that, nothing moved forward.

So, to avoid delays, always double-check your inbox for follow-ups on proofs, shipment confirmations, or any final details. It’s a small step that can save you a lot of headaches.

Event themes will change—be ready to pivot

Your theme will change. It always does.

We once planned a theme centered around “weathering the storm” with a cozy home setup, complete with cookies and storm sounds. Then a hurricane hit Florida, and it would’ve been tone-deaf to continue. We pivoted to a Willy Wonka-inspired golden ticket theme and tied everything—landing pages, chocolates, raffles—into the concept. It turned out better than the original plan.

The takeaway? Be flexible and ready to adapt. Themes evolve, and sometimes last-minute changes lead to your best ideas.

Think outside the booth

Get it? Booth? Not box? Ok, cool.

Don’t just set up a booth and hope people show up. There are a hundred other booths competing for attention. Stand out by getting creative.

At a recent event, we handed out branded napkins, stickers, and chocolate bars with golden tickets hidden inside. We didn’t just drop them off anywhere—we placed them at every table during the lunch event. It tied perfectly into our theme, and attendees loved the surprise. Those golden tickets linked to a landing page where people could organically sign up for a chance to win a prize. It wasn’t just branding—it was creating a memorable moment.

But it doesn’t stop there. Think about where your audience will be beyond your booth:

• Are there lunches at the event? How can you create a buzz there?
• Do you have an attendee list? How can you maximize your outbound before, during, and after the event?
  • Tip for your outbound efforts– Don't be boring. At one event, we sent riddles every day leading up to the event, with the last one tied to a raffle for AirPods Max and an iPad Pro. It was fun, engaging, and got people excited. In one hour, we had over 50 sign-ups. Creativity beats generic every time.
• Is there a bar at the venue? Could you reserve it to invite people for drinks afterward?
• Are you doing paid social? You should be. A lot of attendees arrive a day or two early, which is the perfect time to run some geo-targeted paid ads. Make sure your brand is everywhere—they can’t escape you. Muahaha.

Get back to the basics of marketing. Use some Guerrilla marketing moments– hide unexpected surprises around the venue or host interactive games to get people involved. The key is to blend your presence into the overall event experience. Don’t limit yourself to your booth. Be where the crowds are—and give them something to talk about.

Ready for your next event?

Running an event is chaotic. But with the right planning, creativity, and a touch of humor, you can turn the chaos into a success story. Start early, stay flexible, and make it personal—and please, double-check your printing. Trust me, no one wants cutting lines on their banners.

If you have an upcoming event, check out the template I’ve created from my own trial and error—it’s been a lifesaver for keeping me organized.