Events are a business strategy element, requiring proper preparation and a strategic approach. Chaotic event appearances or last-minute attempts to "jump on the bandwagon" for global conferences lead to irrational budget expenditures and stress for both the contractor team and the client.
Understanding event seasonality and forecasting potential demands and workloads throughout the year allows for effective resource allocation, achieving ROI-positive results. What should be considered, and how should an action strategy be built? In this article, we explore key trends, patterns, and recommendations to help better prepare for organizing events with seasonality in mind.
Trends and seasonal patterns
Like a wardrobe, events have seasonal trends. It’s essential to highlight two main business seasons:
- September to early December
- February to June.
Other periods can be called “vacation” times for clients and preparation times for event agencies.
Everyone knows that autumn is the season for conferences like Web Summit, TechCrunch Disrupt, Gitex Global, SBC Summit, Slush, and many other IT and Tech events, where companies compete for market leadership, attract new clients, and make a strong statement for the coming year.
In winter, right before the holidays, companies often focus on their internal audiences—employees—so there is a surge in corporate events or year-end celebrations with guest stars and vibrant installations. Seasonality truly impacts the success of various event formats, so understanding these patterns helps organizers plan effectively.
How can event specialists succeed in tight timelines and keep clients?
Ideally, clients reach out three months before an event. This allows organizers to develop a solid concept, book a suitable venue, arrange reliable contractors, and work at a steady pace.
However, it often happens that months pass between the initial inquiry and final approval from the client, or they approach only a few weeks before the event. Experienced event professionals know that a client might return at the last minute, so they begin preparations in advance. Here’s what to focus on and how to stay ahead.
- Identify your hot spots: Determine the countries and times of the year where you will operate. By concentrating on a few key client niches, you’ll stay informed about conferences, forums, and the "rules of the game." This allows you to anticipate demand and be prepared for potential events, like knowing you’ll be working at the Web Summit in November or in Berlin in September. This proactive research saves time on analytics, event scouting, and business planning.
- Thorough briefing and full understanding of clients: This skill comes with experience—when a client repeatedly chooses you, you can predict their needs, desires, and budget constraints. This lets you book trusted contractors or catering in advance, saving money. Then, you meet the client with solutions ready to meet their requests.
- Formulating a Plan B: Large-scale events may require rapid adaptation to changes, such as changing venues, finding a new contractor, or adding decor. Being prepared with backups, reliable contractors, and problem-solving skills makes your client's event resilient to setbacks.
- Experience and hard skills of the event team: The personal development, resilience, and ability to work quickly and efficiently among team members are crucial for event marketing specialists. This creative industry moves at a fast pace and requires quick, strategic adjustments.
Advantages of planning with seasonality in mind
Planning with seasonality is a valuable skill in the events industry. During peak seasons, agencies and event professionals compete for the best projects and highest-profile clients at the world's top conferences. But meeting client needs is equally vital—it’s essential to work efficiently, even at the height of the season. Timely client forecasting, resource allocation, industry hot period analysis, and adaptation readiness help event professionals not only satisfy clients but also ensure stability and growth even in the most active seasons. Agility and problem-solving are the benefits that will set you apart from the competition!
