Having adequate time to plan your event, may mean the difference between success and failure.
An effective event requires detailed planning and processes. When you have limited time it is difficult to undertake adequate promotion, which is required to secure strong attendance.
Marketing your event can be complex and depends on who you want to target. Emails need to be worded correctly and succinctly to communicate the purpose of the event. Brochures and flyers should be designed in a way that complements the other branding you use. You also may need to decide how you will use social media to promote your event.
Generally promotion works best when there is a strategy, and is undertaken with sufficient time. While you may be excited about your event, others will need information on the details and may need to be reminded many times (through various communication mediums) before they confirm their attendance.
Ideally you should have about two to three months to plan an event. This provides enough time to find quality suppliers, to confirm attendance lists and to develop a promotional strategy that maximises what is being offered.
Having sufficient time also enables you to assess the effectiveness of your event. For example, it may be difficult to understand why your event did not sell, if you only had two weeks to promote it. However if you had two months to promote an event and it was unsuccessful, you could adequately assess if the communication tools you used were effective, or if your event matched the interests of who you were targeting.
Always remember that planning events in advance enables effective implementation.