By Jack Saward
If organising a conference, exhibition or any type of event has landed on your 2026 to-do list and you’re not quite sure where to start, you are not alone.
Many marketing managers and operations leads are finding event management added to their already full plates. No doubt there will be enthusiasm to deliver something memorable, but the reality of event planning often tells a different story.
The hidden costs of going it alone extend beyond the obvious venue hire and catering bills.
Have you considered the hours you will spend researching suppliers or comparing quotes? How about the back and forth you will do negotiating contracts or managing last-minute changes?
For someone juggling event planning alongside their ‘day job’, this can quickly spiral into evenings and weekends consumed by spreadsheets and supplier emails. When you calculate the true cost of internal time, that budget-saving DIY approach often proves surprisingly expensive.
Then there are pitfalls only experience reveals. For example, it’s often the case that first-time organisers (we’ve all been there!) underestimate venue lead times or discover unexpected AV requirements at the last minute.
This is where working with a professional event management partner really brings some invaluable tools to the table: perspective and experience.
Importantly, they have established relationships with suppliers and can often secure better rates and terms than someone organising their first or second event could negotiate independently. Their industry connections mean your budget often stretches further, which is always going to be a win!
The question isn’t whether you can organise an event yourself, but whether you should.
If event success is critical to your business, the stakes are too high for on-the-job learning. Your guests won’t know it’s your first time managing logistics, but they’ll certainly notice if those elements don’t run smoothly.
The ROI from professional event management extends beyond the day itself. You or your internal team remain focused on core responsibilities, with the peace of mind that the details are handled by people who do this daily.
Plus, you’re more likely to achieve your event objectives.
As we move through 2026, ask yourself: is event planning the best use of your expertise and your team’s time? Or could partnering with specialists deliver a better result while protecting what matters most -your ability to excel at your actual job?
For businesses across the North looking to make an impact through events this year, the smartest investment might be recognising what you do best, and trusting experts to do the same.
Jack Saward is the founder of Saward Marketing & Events