For a successful event, each step needs to be carefully thought out. Every single thing is important when organizing exhibitions, forums, or business meetings: the venue, the color of the chairs and decorations, the sound, the lighting. But the most important element that determines how successful an event will be is the date when it happens.
Choosing the event date is a painstaking process that requires serious analysis and fine-tuning. The date you choose for your event can affect the number of big-name guests that will attend, the participants, the quality of speakers, and the overall impression of the organization.
We put together a small checklist that can help you decide which day is right for your conference, exhibition, or forum. Start by tossing out the options that are definite no-gos. Cross out vacation months and the industry low season.
Then cross out dates when events that directly compete with yours or that attract a similar audience are taking place. Try to be the only one in the month you choose. Next, cross out official, religious, and public holidays. All people are different, and even if you prefer to work all weekend, others may not agree with that and would rather celebrate a holiday or attend a family dinner.
Looking at the dates remaining, cross out all the Mondays. Why, you ask? Think about it. Who's going to want to go through all the ado of a conference at the beginning of the week? All the remaining dates are good choices for your event.
Let's expand on that a little. Note that if your event is aimed at the business community, with a business or educational mindset, choose a Wednesday, Thursday, or Friday. By the middle of the week, potential attendees will have already found their working rhythm, and will be charged up and ready for productive meetings and absorbing new information.
However, this is not the case for B2C events. First and foremost, here you must consider your buyers' free time. B2C exhibitions and forums are best held on weekends: this will increase both the number of attendees and the profitability of the event.
As with any rule, there are also exceptions in the event industry: situations where you need to do something different from what is generally recommended. For example, if your event has a theme that can be linked to international or thematic holidays.
If you are organizing a medical conference and World Heart Day falls on a nearby date, you should choose that as your conference date and play up the connection. A PR move like that will help attract more attendees.
P.S. If you plan an event on a professional holiday or on the anniversary of your business, it's not important what day of the week it is, be it Monday or Thursday. The connection will inevitably guarantee your success.