The Ultimate Guide to Successful Event Production Services: Tips, Trends, and Best Practices

The Ultimate Guide to Successful Event Production Services: Tips, Trends, and Best Practices

From conferences and trade shows to concerts and festivals, events are an important way to engage audiences and create memorable experiences. However, planning and executing a successful event can be a complex and challenging task, requiring careful attention to detail and a range of technical and creative skills. That's where event production services come in. 

In this guide, we will cover what you need to know about event production services, including the latest trends, best practices, and tips for event planning and production. Whether you're an event organizer or a company planning to host an event, this guide will provide you with the knowledge and tools you need to plan and execute a successful and memorable event. 

What is event production service? 

Event production services refer to the various technical and creative services that are involved in planning and executing an event, such as mega events, press events, launch events, conferences, trade shows, concerts, and other types of live events. 

Event production services include site construction and decoration, stands building, equipment installation, event advertising, lighting & sound effect and other project management. Some large-scale sports events may even require additional professional event service for venue consultation, planning, bidding, flow managing, ticket inspecting, quality monitoring and inquiry services as well as the reception of sponsors, enterprises and other VIPs.

Event production services are typically provided by experienced and skilled event agencies or organizers to ensure that the technical and creative aspects of an event are executed flawlessly. By putting effort into high-quality event production, event organizers can create a memorable and engaging experience for event attendees that leaves a lasting impression. 

Types of Event Production Services

  1. Lighting
    • Lighting services can create a specific mood or ambiance for an event. This includes stage lighting, accent lighting, and decorative lighting.
  2. Audiovisual
    • Audiovisual services include sound systems, microphones, speakers, projectors, and screens.
  3. Staging
    • Staging services involve building and designing the physical stage or platform for an event. This can include backdrops, props, and other scenic elements.
  4. Installation
    • It involves the installation of equipment and structures, such as lighting fixtures and sound systems, in a safe and secure manner.
  5. Special Effects
    • Special effects services can include pyrotechnics, confetti, fog machines, and other special effects to enhance the overall event experience.

By working with an experienced and professional event production team, you can ensure that your event is technically sound, visually impressive, and executed flawlessly. 

Do you need an event agency for your events? 

When you plan for a large scale of event such as mega events, global events, and experiential events, you may need additional professional event service for venue consultation, planning, bidding, flow managing, ticket inspecting, quality monitoring and inquiry services as well as the reception of sponsors, enterprises and other VIPs. Employing an event agency will be the best solution for your events. 

Best Practices for Event Production Services 

Event planners should provide some guidance for the event production teams; however, it is hard to ensure every component of the event can run smoothly. This is the main reason to acquire an event service partner to manage these mega events. 

Case Studies: Successful Event Production Services 

As a full-service global event agency, Pico leverages its experience in crafting world-class events such as plan and work with event agency to establish timelines and budgets etc.



The Big Game Came to Us (Super Bowl LVII) 

State Farm enlisted Infinity Marketing Team, a member of the Pico Group, to oversee the project’s concept development, creative design, social media strategy, influencer management and execution. The project team wanted to redefine how companies could leverage naming rights to drive groundbreaking awareness during the United States’ premiere sporting event. With The Big Game Came to Us, the team would opt out of a traditional Big Game TV advertisement and take their spot to TikTok, ‘doubling down’ on their naming rights and demonstrating how they compete with – and potentially surpass – average US Big Game live viewership with a single post.

To accomplish this feat, the team implemented an influencer marketing strategy and linear and streaming integration, strategically partnering with one of the world’s most-followed TikTok creators, Khaby Lame to target millennials and Gen Z audiences. Combining Khaby with State Farm’s own Jake From State Farm, the pair would tell a provocative story via TikTok that would drive both PR and earned media opportunities around naming rights in a way never before experienced. Over 220 million viewers watched the Khaby Lame-Jake from State Farm TikTok post, a number that far surpassed the US Super Bowl live viewership.


The innovative Khaby Lame-State Farm Big Game campaign redefined how naming rights can be harnessed to drive groundbreaking awareness during one of America’s premier sporting events. The outcome far exceeded client expectations:

The TikTok Hero post:

  • Views: 220 million+ views (more than double the pre-campaign goal of 100 million)
  • Likes: 1.3 million+
  • Comments: 19,000+
  • Shares: 5,000+
  • Saves: 12,000+

360-degree out-of-home campaign:

  • A dynamic digital animation ran for over 4,000 minutes and generated more than a million impressions in 28 days

Earned media:

  • Total impressions: 1,055 million+ (100% positive or neutral)

Importance of the Event planning strategy 

Event planning strategy is vital to the success of any event, whether it's a small gathering or a large-scale conference or festival. By taking the time to plan and strategize, you can ensure that your event meets your objectives, runs smoothly, and provides a memorable experience for attendees. 

To execute the complicated event planning strategy, a professional event production service team should be acquired to be responsible for the entire evaluation and supervision work.  

About Pico

Pico is a global leader in Total Brand Activation with a proven track record of more than five decades. Our Integrated Brand Experience business model is the key to building resilience and sustaining growth in today’s fast-changing world.

In 2023, the Group won ‘B2B Agency of the Year’ and ‘Event Agency of the Year’ awards at Marketing-Interactive’s Agency of the Year Awards and the ListCo Excellence Awards in Hong Kong.

We also won a series of international awards, including the Marketing-Interactive’s Marketing Excellence Awards, Good Design Award (SG Mark) and Vega Digital Awards in Singapore; Chief Marketer’s PRO Awards and Event Marketer’s The Ex Awards in the USA; and Arabian Travel Market Best Stand Awards in Dubai. Adding to our string of successes, an activation for Saudia Airlines earned a place in the Guinness World Records.

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