Keys to hosting a successful event: Tips from our events team

Our in-house events team is back to share more tips and tricks for tackling in-person events. In part one, 4 steps to planning a successful event, Carla Watts and Danielle McCauley shared their best practices to help you prepare your next client event. In part two, they expand on this with advice to help make executing these events a little easier.

You’ve done all the upfront hard work: You have a clear, measurable objective for your event. You sent out event invitations and posted an event on Facebook to an overwhelming response. You had custom folders made for your attendees (you have extra too!). So now what?

Send reminders

As you’re preparing for the event, don’t get too caught up in planning that you lose track of time. Make sure that a week prior to the event, you send a friendly reminder to those who have RSVP’d. Remember, it’s OK for people to cancel. If you reach out a week in advance and receive any cancellations, there is still an opportunity to fill those spots with other clients.

Stick to the agenda

Again, time is money and money is time, so be considerate of your attendees and keep your event on track. Be sure to set and follow an agenda. Make sure you set guests’ expectations about the length and the structure of the event. Not only will your attendees get more out of the content provided, they will be more willing to attend future events.

Follow up with your attendees

You’ve hosted a successful event! You feel accomplished with a job well done. But it’s not over yet. One of the most important parts of hosting an event is the follow-up. Make sure you reach out with an actionable item for the clients who attended. Keep yourself top of mind and ensure your message resonates long after the attendees have left the event.


It’s helpful to think about all aspects of what went well, what didn’t go well, and things you would try to do differently. Making a list of components to start, stop, and keep can be helpful for the next event you plan. You may also want to consider tracking event attendance in your customer relationship management (CRM) system, noting if you’ve seen a change in the frequency of contact or the frequency of assets moved to clients’ accounts since the event date.

Above all, be ready for anything. Events are an art, not a science. At the end of the day, you can’t control the weather, but you can lay the ground work for the what-ifs. Put yourself in your attendees’ shoes and think about the events you’ve attended and what you would have done differently. Make a note of these things and pledge to improve upon them for your own event. Relax, have fun, and know that everything will run smoothly.

Now that you’re equipped with expert tips on planning and hosting your next event, keep an eye out for later posts from our events team. Coming soon: the importance of staying in front of your clients and innovative ideas for new types of events.

The views expressed are those of the author and do not necessarily reflect those of Macquarie Investment Management (MIM), or any of its employees.

For educational purposes and for investment professional use only. Not for use with the general public.

Investment professionals should consult their compliance departments before accessing any social media networks for a business purpose. This content is for informational purposes only and is not an endorsement of any app, service, or publicly traded company.

Practice management


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