While preparing for TSheets first, upcoming Customer Appreciation Event, I quickly got wrapped up in brainstorming a fun location, appetizing food to serve, and how much money we could budget for free drinks. While there are lots of “fun” things to think about when it comes to event planning, you can’t forget to focus on what truly makes it successful. After all, if your event doesn’t help your bottom line, why would you hold it in the first place? Here are some of my favorite tips from best-selling author Marc Benioff from Behind the Cloud.

1. The number of people is far less crucial than the mix of people: seat prospects, journalists and customers together.

2. The event is the message. Ensure that every decision you make – from venue food to speakers – reflects well on your business and conveys your message.

3. Make sure your quality of service is reflected in every aspect of the event, from the invitations you design to the confirmation email you send – even to such details as having name badges ready with names spelled correctly.

4. Every employee at the event must be on message and look the part. Prep team members to handle different scenarios and recognize your attendees. Remember: one individual can ruin the whole event by brushing someone off or giving an answer that is not accurate.

5. Your event must look effortless. Spend the necessary time to plan and make sure that all your technology and demonstrations work flawlessly – do a practice run.

6. Capture customer testimonials onsite at the event. Have photographers/videographers on hand to record the most successful customers sharing their stories about how your service/product has changed their business.

7. Provide every attendee with the most relevant next steps to become even more successful with your service/product. Ask yourself, “What do I want the attendee to do next?” and then craft the post-event experience that will allow them to take action.

8. Put content from your event on your website, your company’s Facebook page, and YouTube to allow your message to continue to circulate long after the event is over.

Cheers to an amazingly SUCCESSFUL event!