Five Things to Keep in Mind When Planning a Special Event

“In some cases, it’s quality or, as one sponsor put it, ‘It’s not about how many, but who many,’” he says.

Consider the demographics of the audience the event will attract. What are the age group, gender, income bracket, psychographics and buying habits of most potential participants? To get this information, survey attendees after the event each year. Find out things like the types of cars they like, whether they drink alcohol — if so, do they prefer wine, beer or liquor and what are their favorite brands — the magazines and newspapers they read, TV stations they watch, what type of sports are they interested in, etc.