Laura Capell is Managing Director of Sledge Ltd, one of the most successful events companies in London. Her unique ability to understand brands and how people want to interact with them has seen Laura work with some of the biggest brands around, delivering award-winning service. Laura was voted one of the top young industry professionals by Conference & Incentive Travel magazine.

Introduction 1

Part I: Getting Started 5

Chapter 1: Why Put on An Event? 7

Chapter 2: Knowing Your Audience 17

Chapter 3: Deciding on the Type of Event To Put On 27

Chapter 4: Managing Your Team to Manage Your Event 53

Chapter 5: Budget Planning and Management 75

Part II: Planning Your Event's Look and Feel 101

Chapter 6: Crafting the Message 103

Chapter 7: Designing the Experience 115

Chapter 8: Making Sure People Know about Your Event 141

Part III: When, Where and Who: The Devil's in the Detail 161

Chapter 9: Timings, Timings, Timings 163

Chapter 10: Deciding Where to Hold Your Event 185

Chapter 11: Who Does What: Front and Back of House 213

Part IV: Considering Potential Problems 225

Chapter 12: Keeping Healthy, Safe and Secure 227

Chapter 13: Fail to Prepare, Prepare to Fail! Contingency Planning 253

Part V: On the Day and Beyond 265

Chapter 14: Measuring the Success of Your Event 267

Chapter 15: Building on the Event 281

Part VI: The Part of Tens 287

Chapter 16: Ten Types of Suppliers You Need in Your Address Book 289

Chapter 17: Ten Online Resources For Event Planners 293

Chapter 18: Ten Things to Have in Your Event Kit during the Build and Show Day 297

Chapter 19: About Ten Tips for Building a Career in Event Management 301

Index 305