Event planning involves a variety of intertwined elements, and detailed planning is essential for success. This article thoroughly explains practical tips that are indispensable for success—from drafting proposals and budgeting to management on the actual day. It’s perfect for both first-time planners and for those looking to revisit the basics of event planning!

What is event planning? 

Event planning refers to the process of comprehensively summarizing plans for holding an event and managing the operations on the actual day itself. The documentation that compiles this information is called an “event proposal.” Since this proposal serves as a guide for many stakeholders, it’s vital to make it crystal clear and easy to understand for anyone who reads it.

Events generally fall into two categories—internal and external—both with distinct characteristics.

Internal events

These are events primarily targeted at employees or business partners. Examples include internal award ceremonies, kickoffs, and company-wide meetings. They’re typically aimed at increasing employee motivation and enhancing engagement. Because the audience is limited, participant numbers and demographics are easier to gauge, and such events are often held more regularly, such as once a year.

External events

These are events for existing customers, potential leads, or new customer acquisition. Examples include pop-up shops, expos, conferences, and product launch events. The primary objectives are PR and branding. Compared to internal events, these tend to attract larger and more varied audiences.

Choosing between in-person, online, and hybrid

One of the first things to consider in today’s event planning is whether to go “in-person,” “online,” or “hybrid.” Each format has its own advantages and disadvantages, and different capabilities, so it’s important to choose the most suitable format based on the event’s objective.

In-person events

All participants gather at a physical venue. The key benefits are as follows: a strong sense of unity, lively atmosphere, and easier engagement. On the other hand, they are limited by venue capacity and may incur additional costs, such as travel and accommodation.

Online events

Only the organizers and speakers gather in a studio, while attendees join remotely. These may be livestreamed in real time or pre-recorded for later viewing. Benefits include global accessibility, minimal environmental waste, and flexible viewing times in the case of pre-recorded content. Downsides include lower engagement and difficulty in generating excitement.

Hybrid events

A combination of in-person and online formats, where both types of attendees participate in a single event. While this approach offers the best of both worlds—physical immersion and online convenience—it requires separate strategies for each audience, often increasing operational complexity.

A step-by-step guide to event planning

Because events involve many stakeholders and take time to prepare, it’s essential to craft a well-rounded plan that accounts for various elements. While planners often focus on exciting content and stage design, the most important thing is to ensure that the event runs smoothly and achieves its goals. This section walks you through the necessary steps for successful event planning.

Creating a proposal

An event proposal should be created so that anyone can grasp the full picture of the event. Include all 6W2H elements: when, where, who, for whom, what, why, how, and how much (budget). Support the proposal with an analysis of your current situation, potential challenges, and visuals that help convey the concept.

What matters most in a proposal is reliability and excitement. A good proposal balances a sense of confidence in its success with an anticipation that makes the event feel worth waiting for.

Let’s break down a real proposal

Cover and concept

The first impression is everything. The cover and first page should emphasize the event’s core: its objective and concept.

Venue information: Include everything necessary

Don’t limit venue details to visuals. Include capacity, blueprints, facilities, and any other information necessary for the planning and production stages.

Maintain consistency in visuals and wording

A proposal’s role is to act as a compass for all stakeholders. Given the number of people involved and the potential for ongoing changes, consistency is vital. Use both verbal words and visuals to create a reliable reference document.

Budget planning

Budgeting is a crucial part of event planning that cannot be overlooked. No matter the company, the budget allocated for events is always limited. The key lies in how that budget is distributed—this is where skill comes into play. Some costs are non-negotiable, while others can be adjusted with some creativity, so it’s important to find the right balance. Below are some general budget categories.

Venue costs

This is the cost of renting the event venue. It’s usually the first cost determined and often takes up the largest portion of the overall budget. Once decided, it typically doesn’t change. When choosing a venue, consider how much of the total budget should be allocated to this cost.

Labor costs

This includes costs related to all involved personnel, such as operational staff at reception, presenters, entertainers, and performers. The larger the event, the more people are needed, which increases labor costs.

Planning fees

If you outsource planning to an event company, this is the associated cost. It varies significantly depending on the event’s size and the complexity of what you want to do.

Equipment costs

Rental costs for equipment such as audio and lighting systems. This may also include cameras and walkie-talkies. These costs vary by venue and event type, but they are almost always necessary.

Production costs

This includes the cost of creating videos played during the event, printing brochures, giveaways, and other promotional materials.

Construction & setup costs

Costs for building and installing large props like stages and waiting area decorations.

Travel & accommodation costs

These are mainly incurred for internal events. They include not only travel and lodging for executives, but also for award recipients in ceremonies or speakers in conferences.

Balancing “what you want to do” and “how much it’ll cost” is key to budgeting. Also, unexpected expenses often arise during the planning process, so it’s important to regularly confirm whether or not costs are getting out of hand.

Implementation plan and progress management

Event planning is often large-scale, involving many stakeholders, and it takes a long time to prepare. Since the event date is fixed, every task must have a clear deadline. It is vital to create a detailed implementation plan summarizing progress and day-of procedures and to check it regularly.

Day-of operations management

For most events, the day-of execution happens in real time, with no do-overs. Even if there are rehearsals, the actual event with a live audience is a one-shot deal. Therefore, it’s essential to prepare a manual containing the event timeline, staff positioning, and troubleshooting procedures, and make it accessible to all stakeholders. In addition, designate a responsible person who can make decisions in case of unforeseen circumstances.

Key points and ideas for a successful event

Once the foundation for smooth operations is laid, it’s time to enhance the exciting elements like content. Here are some tips for making your event more compelling.

Purpose-driven planning

The first step in event planning is setting a clear objective—what do you want to achieve? If the purpose is vague, your planning may lose focus, and it will be difficult to achieve meaningful results. Use the following steps to plan effectively based on your objective. 

Clarify the objective

Define your goal in terms of numbers or outcomes. For example, if your aim is brand awareness, set specific metrics like “# attendees,” or “# social media shares.”

Define the target audience

Identify your target audience based on the event’s purpose. Whether it’s corporate clients, general consumers, or industry professionals, understanding their needs and expectations will lead to better planning.

Set a theme

Establish a theme that aligns with your objective to ensure consistency throughout the event. For example, if it’s a promotional event for a new product, plan around the theme of “hands-on experience with the product’s features.”

Allocate resources

With limited time and budget, focus your resources on the most impactful elements. If the goal is participant engagement, prioritize interactive experiences.

Create a flexible plan

Prepare multiple scenarios in advance to handle unexpected developments. This ensures flexibility in responding to changes or issues on the event day.

Purpose-driven planning forms the foundation of a successful event. By setting clear goals and designing specific steps to achieve them, you can create events that are both effective and engaging for participants.

Incorporating the latest trends

Events must be fresh and surprising. Standard events like general assemblies or award ceremonies are especially prone to becoming stale, so it’s important to update elements like the guests, production, and content with current trends. These trends often appear in artist concerts, global brand PR events, or large-scale conferences, so stay alert to what’s new.

Adapting successful examples to suit your needs 

The fastest way to success is learning from proven examples. While planners often strive for originality, the ultimate goal is to please the participants. Referring to successful case studies increases the likelihood of delivering a satisfying event. That said, simply copying surface-level ideas won’t work. Every successful event has a clear concept and target. By understanding why certain creative choices were made, you can adapt those elements in a way that suits your own event.

Post-event reflection and improvement

One essential part of hosting better events is conducting a proper post-event reflection. Planners and organizers often neglect this step, due to the sense of accomplishment and relief once the event ends, but every event has both positive aspects and areas for improvement. We recommend setting a reflection date and method in advance and incorporating it into your schedule. Here are two useful frameworks for reflection:

KPT

KPT is a framework specifically designed for reflection. It involves identifying what went well during the event (Keep), uncovering issues that need to be addressed (Problem), and then considering what new actions or improvements to try next time (Try). Since it begins with analysis and proceeds to planning improvements based on that analysis, it is well-suited to post-event reflection, regardless of the event’s frequency or type.

PDCA

PDCA is a framework used to enhance the quality of management. It follows a four-phase cycle: planning (Plan), executing the plan (Do), measuring and evaluating the results (Check), and taking corrective or improvement actions (Action). One key difference from KPT is that PDCA starts from the planning stage. This makes it particularly effective for events that are held regularly, such as quarterly kickoffs, where the content tends to follow a somewhat consistent format.

Event planning case studies

The form that corporate events take can vary greatly depending on their objectives and target audiences. Here we introduce several examples of successful events produced by our company.

We hope you’ll find useful ideas and insights on what makes for an effective plan. You can use these as reference points when considering what kinds of events can help you achieve your goals.

INNOVATION of iTero 2024 (Invisalign Japan Inc.)

Invisalign Japan hosted a product launch event for its intraoral scanner, “iTero Lumina,” targeting dental clinics. While the main focus was unveiling the new product, the event also promoted various benefits, including enhanced operational efficiency and industry transformation. The event also facilitated networking among clinics and featured themed food aligned with the idea of “the joy of eating,” which reflects the mission of dentistry.

ISUZU Innovation Day / Group Leadership Summit (Isuzu Motors Ltd.)

Isuzu Motors held two separate conference-style events—one for promising young employees, and one for executive leaders. In addition to offering stage-specific content and knowledge, they designed panel discussions and management presentations to foster a sense of ownership. The content was crafted with global standards in mind, giving attendees a tangible sense of Isuzu’s corporate evolution.

KDDI Sports Festival (KDDI Corporation)

KDDI held a sports festival (company athletic meet) that allowed for both in-person and online participation.

For on-site attendees, family-friendly games were included, while public viewing venues were set up at ten locations nationwide for remote participants. Real-time race result predictions and e-sports events were integrated, making it a sports day that could be fully enjoyed by both online and in-person participants.

JBS DX Shift 2022 (Japan Business Systems Inc.)

Japan Business Systems hosted an online conference event to promote DX (digital transformation). Since the impact of DX varies by business, instead of focusing on specific services, the event emphasized helping participants recognize the “benefits of DX.” At a time when attendees had become accustomed to online events, the program included high-profile speakers from major publishers and tech companies, plus visually impactful VFX, resulting in a highly engaging online event.

Omoro Recital (Mizuho Leasing Co., Ltd.)

Omoro Recital was a cultural transformation event aimed at innovation within the company. It was defined as an opportunity to “plant the seeds of new ideas—beyond the status quo—that will lead to new businesses and continued growth.” Employees gathered, connected, and co-created the event while fostering and embedding a new corporate culture. Despite being a first-time effort, the event received positive feedback from both in-person and online participants.

Conclusion

Because events require significant coordination, time, and funds, it’s essential to create thoroughly grounded yet exciting plans. A single event can dramatically transform a company’s performance. Looking at the actions of companies like GAFAM, it’s clear that the importance of business events is only increasing.

Use this article as a guide to align imagination with reality and shape your event into its optimal form.