AEO - Association of event organisers

3 Ingredients to Event Success


3 Ingredients to Event Success


3 Ingredients to Event Success!

Understand your audience

Understanding what makes your audience tick is vital to the success of your event. Your flagship customers should know what excites and interests the end user, that’s why they’re a successful business who can afford to invest in event after event. The important thing for you is that they choose your event over a competitor one or, even worse, take themselves off to hold their own “customer event.”

To deliver the excitement and interest their customers are craving, think about setting up a steering committee and invite a mix of customers from different areas of the showfloor. This works well for both new events and established events that have been running for a few years but might need an injection of inspiration. You may have some great ideas but you won’t have all the answers and asking for help from customers isn’t a sign of weakness, it shows that you care about them and their business.



As Thomas Edison famously said “Genius is 1% inspiration and 99% perspiration.” To deliver a genius large-scale event, no matter how great your idea is, you’re going to need a strong team alongside you. Putting on an event takes lots of energy, stamina and hard work so treating them mean to keep them keen won’t work.  If you can recruit and retain a strong and loyal team you should be 99% of the way to success.


Don’t be afraid to try new things

Things evolve, people change. To stay fresh and up to date, it’s important that your event evolves too. Depending on your business, customers and end audience this could be subtle changes year on year or a pioneering change that rocks the event world. The important thing is not to be afraid to take a calculated risk. To have confidence in your decisions you will need to have or do three things; firstly analyse yours and your competitors’ previous successes and failures and develop your event based on these trends, secondly we’re back to understanding the audience to know what new features could be introduced, and finally having a fab team willing to take the leap with you.

Happy eventing!

If you think you’ve already organised an award winning event, make sure you enter it in next year's AEO Excellence Awards  


  • "Broadway Events joined the AEO on the Enterprise Membership. We’ve already taken advantage of the many benefits including the excellent FaceTime Masterclasses and training guides for exhibitors."
    Emma Barrett
    Broadway Events
  • "We are a member of the AEO because it is a proactive association for the events industry. As an organiser it provides us with high value ideas, networking, guidance and information."
    David Harrison
    PPMA Group
  • "This year, the association has led working groups to address industry issues and put on some amazing events full of insightful content for both organisers and, through the AEOs FaceTime initiative, exhibitors. In addition, the AEO has represented the industry at a Governmental level to raise awareness of the importance of events to the UK economy."
    Paul Byrom
    Upper Street Events
  • "I genuinely believe that if you’re involved in organising events you should become a member of the AEO."
    Simon Kimble
    Clarion Events
  • "Our membership of the AEO represents real and tangible value for UBM - it provides fantastic networking opportunities, practical training for our team as well as valuable insight into the state of our industry."
    Simon Parker
    Informa Markets
  • "As an Association business, we appreciate the excellent work the secretariat of the AEO do for our community. From the events side of our business, the AEO provides an excellent return on investment, providing thought leadership, fantastic networking, brilliant awards, excellent research and FaceTime, a valuable tool to tell our markets why exhibitions and events should be an essential part of the marketing mix."
    Neil Felton
  • "AEO’s networking and member meetings are valuable for individuals at all levels within our organisation. The promotion of our sector to the outside world, to government, authorities and business at large is another vital aspect of the AEO’s purpose for members, many of whom, like my company, work on events throughout the world."
    Stephen Brooks
    Mack Brooks Exhibitions
  • “Knowledge is power and the AEO dinners are certainly powerful, there is always a wealth of knowledge at the table. Insightful presentations make for a constructive and extremely social way to learn from the experts who’ve done it before. I attended the Japanese evening and gained really valuable insight about the culture and how best to communicate with a local audience.”
    John Whitaker
    Vice President Marketing, Data & Digital , dmg events
  • "We have the opportunity to contribute positively to the industry as well as gaining valuable insight and advice. There’s no need to spend valuable time and money reinventing the wheel when you have so many experienced professionals in AEO membership to learn from”
    Emma Cartmell
    CHS Group
  • "JOINING THE AEO HAS BEEN FANTASTIC! Being able to gift our customers with free places at the FaceTime masterclasses, learn alongside industry peers and seek advice to common challenges is invaluable”
    Sharon Azam
    GovNet Communications
  • I just wanted to send my most sincere thanks for everything that you and the AEO team are doing to help navigate the events industry through the pandemic. The working groups and communication from the AEO have been excellent and I’m really appreciative of being part of such a wonderful organisation.
    Simon Burns
    ICHF Events
  • I think what the AEO has been doing during this tough time has been exceptional.
    Greg Cherry
    QD Events LTD
  • It is so useful to hear from your peers at this time. Please pass my thanks to Ruth and the BTIG panel
    Dan Assor
    CloserStill Media
  • Just wanted to thank you and Ruth this morning for the Zoom meeting - it was really interesting to hear how things are moving along in the virtual/hybrid meeting/exhibitions. All very new to me, so a lot to digest.
    Maureen Wright
    Optic UK
  • The session this morning was fantastic. We are right in the midst of this and the information was so useful. We can apply it immediately
    Claire Adams
  • The AEO provides an opportunity to make a difference, to work with other companies for the good of the industry as a whole, but beyond that, it provides it’s members with valuable insight and tangible benefits to grow your business, upskill and engage your teams. For those reasons, our membership is in indelible ink on the each annual budget. In short, if you aren’t a member, you are missing out.
    Ed Tranter
    73 Media




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