Have you thought about going on the road to promote your brand next year? As seasoned event experts and exhibitors, we wanted to bring you our advice on why a coherent events schedule is the best thing you could create to succeed in 2018. Here are the first steps to get your planning started!

1. Set your strategy

Start by looking at your company goals, your key messages and target customers. You probably have those at the ready, but make sure they're updated and clear, so that you can make the best out of your events marketing. These elements will make it easier for you to choose events, and the events you go to will be more successful.

2. Create a cohesive schedule

Consider your long-term plans as a whole, rather than looking at your schedule event per event - you need to be able to see the big picture first. Some things to consider here are your time and budget limitations and how you can overcome these if necessary. For example, you can compensate for a lack of time by hiring temporary staff, and revenue generated at events can be ploughed back into your budget.

Make sure the events fit well together before booking and that you're not missing something from your targets: location- or audience-wise for example, and also that you have a variety of events types too.

3. Plan your activation

Next, you need to decide on what you'll be offering (your product), how you'll present it visually (your stand), and verbally (what you'll tell people about it). You'll probably need to pitch your stand to event organisers, so decide on a general size and concept.

What will be the best way to spread your key messages and achieve your goals? Maybe you want to attend events where people can sample your product or where you can generate a lot of revenue.

4. Make an events shortlist

Put everything together and make a list of events that match your concept. You need a clear reason for going for a particular event, to make sure you make the best of it. Choose some additional, backup events that you can approach in case your first choices don't come through.

5. Decide whether you want to collaborate

Another thing to consider is whether you want to have collaborations with other brands for one or more of the events. Or maybe you want to go solo for all of them - both options have their perks and their downsides.

6. Start booking events

This is when you get to the event bookings. You have your cohesive list of events. The final step to secure your presence at an event is to get in touch the organisers, or fill in the exhibitor forms, and pitch your offering. Good luck!

We suggest starting to look into bookings in December, especially if you're looking at some of the bigger summer events, to make sure you don't miss any deadlines. Aim to be finished with bookings by the beginning of March to avoid disappointment.

At Quirky Group, we're dedicated to taking the hassle out of your event planning, including bookings. To find out what we can do for you, get in touch on hello@quirky-group.co.uk

Want to know more about getting the most out of events? We created a free comprehensive guide that covers all aspects from event planning, to delivery and evaluation, with free worksheets. You can sign up to it here:

How to Get Started with Planning Your 2018 Event Schedule Let's get your 2018 shows... on the road!