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Knowing When to Have Your Next Conference or Trade Show

by Nook Meetings & Events on March 2, 2020

If you're planning a lead generation or industry event, one of the first questions you may have is, "When should I plan my conference?" Trying to figure out when to have a business conference or understand when you should have a trade show can be tricky because there are so many factors to consider.

What Time of Year is Best for Events?

The best time of year to hold an event depends on a few factors, including your budget, the availability of attendees and speakers and the overall objective of your event. Remember to:

  • Research the date and time of other local events — especially if they are similar to yours — to avoid competition that could affect attendance.
  • Avoid scheduling your event during or near the holiday season when most people are busy and many venues are more expensive. Additionally, winter weather could impact travel. Remember that many people, including attendees and employees, also go on vacation during the summer months.
  • When it comes to booking a venue, keep the peak seasons in mind. Many venues are booked or pricier.
  • Consider schedules. If you plan to feature a specific keynote speaker, venue or performer, plan your event around their availability.
  • Always keep the theme and goal of your event in mind. Some events lend themselves naturally to certain parts of the year. For example, a home improvement trade show would be better held just before spring, when homeowners are thinking about home improvement projects.

Typically, the best time of year to hold an event is in the early autumn or spring when attendees are less busy. However, when you're scheduling your event, choose a time of year that best fits your event's unique requirements and circumstances.

What Time of Day is Best for My Event?

First, determine the length of your event. If you're holding a conference that spans a weekend, the start time of your event is less important because many attendees will have set aside the entirety of the weekend to attend. Avoid early morning or late in the evening to ensure your guests are fully awake and prepared.

For single-day events, you need to understand your target audience. Who do you want to attend? For example, if your target audience is business professionals, avoid holding your event during working hours.

Tips for Successful Lead Generation

If the goal of your event is to generate leads that ultimately result in profit, be sure to plan it around your organization's financial calendar. For example, if you plan your event near the start of your fiscal year, your budget may be larger than if you plan it for the end of the year. Here are a few other tips for successful lead generation:

  • Market to the correct audience: To get the most out of your marketing budget, make sure you're reaching your target audience and providing them with a valuable service or relevant information during your event.
  • Set KPIs early: Key performance indicators, or KPIs, are benchmark goals that you set to measure the success of your event. Set KPIs early in the planning process to help justify the cost of your event to your financial department.
  • Plan your budget: Set a target number for leads and registrations you hope to generate through your event as well as your target cost per lead. Use this information to determine your event budget.
  • Have a strong follow-up strategy in place: Once your event is over, a prompt follow-up strategy will help convert leads into customers.

Reserve Spooky Nook Meetings & Events

Hold your next conference or trade show at Spooky Nook Meetings & Events. Thanks to our more than 700,000 square feet of flexible meeting space and on-site catering options, planning an event has never been so easy. For extended events, give your guests the option to stay on-site in one of our 135 rooms. Learn more about choosing an event space, and contact us to get started.

Topics: meetings and events