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You’re producing an event. What’s the biggest mistake you can make?

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Producing an event can be a rewarding and exciting experience, but it also comes with many challenges and risks. Whether you're planning a conference, a festival, a concert, or a webinar, you need to have a clear vision, a realistic budget, a reliable team, and a contingency plan. However, even with the best preparation, things can go wrong. Sometimes, it's due to factors beyond your control, such as weather, technical issues, or public health emergencies. Other times, it's due to mistakes that could have been avoided or minimized. In this article, we'll explore the biggest mistake you can make as an event producer, and how to avoid or recover from it.

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1 Lack of communication

The biggest mistake you can make as an event producer is to fail to communicate effectively with your stakeholders. This includes your clients, sponsors, speakers, performers, vendors, staff, volunteers, media, and attendees. Poor communication can lead to misunderstandings, conflicts, delays, cancellations, dissatisfaction, and damage to your reputation. To avoid this mistake, you need to establish clear and consistent channels of communication with each stakeholder group, and update them regularly on the progress, expectations, and feedback of the event. You also need to listen to their needs, concerns, and suggestions, and address them promptly and respectfully.

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Norman L.

Everyone Should Have a Norman
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By failing to hire people smarter than you within a specialized area of expertise and refusing to listen to them when they alert you to a potential issue.

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Michelle Kennedy

Event Producer | Attorney
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In my experience, effective communication is key to successful event production. We set clear expectations through detailed visuals (whether photos or diagrams) and transparent pricing, ensuring our clients are always in the loop. Regular benchmarks and sync meetings keep all stakeholders aligned, and our detailed showflows guide our team to seamless execution during the event itself. Our commitment to clear, consistent communication builds trust and ensures every event exceeds expectations.

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2 Unrealistic expectations

Another common mistake that can ruin your event is to set unrealistic expectations for yourself, your team, or your audience. This can result in overpromising, underdelivering, overspending, or underperforming. Unrealistic expectations can also create stress, frustration, and disappointment for everyone involved. To avoid this mistake, you need to do your research, set SMART goals, and be flexible and adaptable to changing circumstances. You also need to manage your stakeholders' expectations by being transparent, honest, and realistic about what you can and cannot deliver.

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3 Poor execution

A third mistake that can jeopardize your event is to execute it poorly. This means that you fail to deliver a high-quality, engaging, and memorable experience for your audience. Poor execution can manifest in various ways, such as low attendance, technical glitches, boring content, unprofessional behavior, security breaches, or negative feedback. To avoid this mistake, you need to plan carefully, test everything, rehearse everything, train everyone, and monitor everything. You also need to create a WOW factor that will delight, surprise, and impress your audience.

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Michelle Kennedy

Event Producer | Attorney
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Effective execution in event production hinges on the right technicians and the right equipment. For example, at Next Phase Media, we attribute our success to the skilled video and audio engineers on our team and to our investment in top-tier equipment. Meticulous planning, comprehensive testing and tech checks, and a commitment to quality at every stage ensure we deliver engaging and seamless experiences. It's about leveraging expertise and the right tools to create events that resonate.

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4 No evaluation

A fourth mistake that can hinder your future success as an event producer is to neglect to evaluate your event. This means that you don't collect, analyze, or act on the data and feedback that you gather from your event. No evaluation can prevent you from learning from your mistakes, improving your performance, celebrating your achievements, and demonstrating your value. To avoid this mistake, you need to design and implement effective evaluation methods, such as surveys, polls, interviews, focus groups, or analytics. You also need to use the results to inform your decision-making, report your outcomes, and plan your next steps.

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5 No follow-up

A fifth mistake that can cost you opportunities and relationships as an event producer is to fail to follow up with your stakeholders after the event. This means that you don't thank, acknowledge, or reward your clients, sponsors, speakers, performers, vendors, staff, volunteers, media, and attendees for their participation and contribution. No follow-up can make you seem ungrateful, unprofessional, or uninterested, and can reduce your chances of repeat business, referrals, or loyalty. To avoid this mistake, you need to send personalized and timely messages, feedback requests, testimonials, certificates, gifts, or invitations to your stakeholders. You also need to maintain and nurture your connections until the next event.

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Michelle Kennedy

Event Producer | Attorney
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Post-event follow-up is a vital step in building and maintaining relationships. A simple thank you message, a request for feedback, or a token of appreciation can go a long way in showing stakeholders their contributions are valued. This practice isn't just about professionalism; it's about creating a community around your events, fostering a sense of belonging and appreciation. It turns one-time participants into long-term partners and attendees. In the fast-paced world of event production, these moments of connection and gratitude make all the difference in sustaining your network. At Next Phase Media, we follow-up through event recap meetings with clients. We also do hand-written thank you cards and meaningful gifts for clients and crew.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kelly Cristina Valério

Eventóloga | Produtora e Apresentadora de Eventos | Coach & Mentora | Docente | Lideran?a | Representante de Negócios | Opera??es | Planejamento Estratégico de Negócios
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Um dos maiores erros que alguém pode cometer ao produzir um evento é n?o planejar adequadamente. Um planejamento errado ou mal feito pode levar a uma série de problemas, como falta de recursos, or?amento insuficiente, falta de coordena??o entre equipes, falhas na logística, entre outros. Sem um planejamento sólido, é mais provável que o evento enfrente dificuldades sérias ou até mesmo fracasse. Portanto, é fundamental investir tempo e esfor?o na fase de planejamento para garantir o sucesso do evento.

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Rebecca Antwi

Strategic Partnership Manager (Events) at Datadog | #DatadogLife #Recruiting #Diversity
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Accessibility. Hybrid events are increasing in popularity as folks pivot back to in-person events, but make sure that expectations are clear and you're delivering the same value and experience to folks who are dialing in as for folks who are physically in the room.

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Beatriz Real

Produtora Cultural - Produtora de Eventos - Turismóloga - Gest?o Pública - Analista Cultural
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Planejamento é a palavra chave, mas muito além é ter profissionais comprometidos e seguros da sua fun??o para que cada etapa do evento flua organicamente.

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Suelen Tamara Souza

Eventos | A??es Promocionais | Marketing | Endomarketing | Solu??es para o Mercado Imobiliário
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Negligenciar o planejamento e a organiza??o é o maior erro ao produzir um evento. Garanta que todos os detalhes estejam cuidadosamente planejados e executados, desde a logística até o entretenimento, para garantir uma experiência memorável e sem contratempos para os participantes. N?o Se comunicar de forma aberta e franca com seu cliente e fornecedores, pode lhe trazer problemas de conflito entre os Servi?os prestados em rela??o a expectativa do idealizador/cliente.

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You’re producing an event. What’s the biggest mistake you can make?

1

2

3

4

5

6

1 Lack of communication

2 Unrealistic expectations

3 Poor execution

4 No evaluation

5 No follow-up

6 Here’s what else to consider

Event Production

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You’re producing an event. What’s the biggest mistake you can make?

1

2

3

4

5

6

1 Lack of communication

2 Unrealistic expectations

3 Poor execution

4 No evaluation

5 No follow-up

6 Here’s what else to consider

Event Production

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