When it comes to event planning and marketing, you're only as good as your team—and vendors are an extension of that team.

In addition to lightening your workload, identifying and working with the right vendors creates a smoother, more manageable experience for your events team.

In this blog post, we list the 10 most essential vendors to consider when planning your annual user conference. We also share some expert tips so you can identify cost-saving opportunities and negotiate favorable terms with vendors. 

Read on.

The outsourcing advantage: Balance external and in-house tasks

While you may be able to assign a few tasks to your internal team members, here's how outsourcing to the right vendors can give your conference the edge it needs.

1. Cost-effectiveness

If you hire full-time staff for every specialized task—salaries, benefits, and training costs will drain your budget faster than you think. By outsourcing, you can tap into expert services without long-term financial commitments.

2. Expertise on demand

[.testimonial-ebook-purple][.ebook-testimonial-text][.h5-ebook-24px-p-600]When it comes to event expertise, you really don’t know what you don’t know.[.h5-ebook-24px-p-600][.ebook-testimonial-text][.ebook-testimonial-profile][.ebook-testimonial-profile-steph][.ebook-testimonial-profile-steph][.ebook-testimonial-profile-text][.b1-ebook-600-cb-500]Stephanie Christensen[.b1-ebook-600-cb-500][.b3-400-cb-300]Events and Marketing Leader[.b3-400-cb-300][.ebook-testimonial-profile-text][.ebook-testimonial-profile][.testimonial-ebook-purple]

Vendors bring specialized skills to the table that can elevate your event in ways you might not achieve on your own. 

Think: Cutting-edge event technology or exceptional catering services. By leveraging their expertise, you offer your attendees a level of innovation and professionalism that might be challenging to achieve internally—all while saving time, resources, and money.

3. Relieving workloads

Wherever budget allows, bring in vendors who can significantly lighten the load on your team, allowing them to focus on what they do best. 

For instance, your marketing team focuses on promoting the event while a trusted vendor handles the logistics. It's a win-win that leads to smoother operations and happier employees.

4. Flexibility and scalability

Events are dynamic, and your requirements can change rapidly. Vendors offer the flexibility to scale services up or down based on your requirements. Whether you're increasing attendee numbers or requesting last-minute changes, having vendors who can adapt quickly is invaluable.

Craft a winning vendor selection strategy

A well-thought-out strategy is your roadmap to choosing vendors who will be not just service providers but partners in your conference’s success.

1. Define your needs

First, figure out what you need. Review your internal team's strengths and identify key gaps. 

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Think: Do you need creative minds for event production? Do you lack logistical, F&B, or staging expertise? [.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

2. Budget wisely

Set a realistic budget for each vendor category and prioritize spending based on what's most critical to your conference's success.

3. Research and recommendations

Referrals from your trusted sources can be all you need.

Tap into your professional network for trusted vendor recommendations and to determine which vendors to avoid. Your colleagues and industry contacts can provide valuable insights based on their experiences.

4. Request proposals and customer stories

Involve your legal and procurement teams from the beginning to assist with detailed RFPs and negotiations. They can help you navigate contracts and ensure you get fair terms, maintain vendor relationships, and save money and time.Also, don't hesitate to ask prospective vendors for case studies or customer testimonials.

5. Evaluate and decide

When reviewing proposals, consider not just your core requirements but also the vendor's culture fit, bandwidth, creativity, and flexibility. 

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Think: Do they understand your vision? Are they excited about becoming an extension of your team? Can they meet in person and join your recurring check-ins? Can they conduct site visits? What other projects are they managing that may affect their bandwidth and focus on your event?[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

10 Key vendor partners to consider for a successful user conference

1. Event production and management

Event production and management vendors turn your vision into reality. They can coordinate logistics, manage timelines, and handle on-site operations. A great production company doesn't just execute your vision—they elevate it.

We advise looking for teams (i.e., vendors) that are resourceful and resilient, receptive to feedback, and willing to iterate and innovate alongside you.

2. Audio-visual (AV) specialists

AV specialists can make or break your presentations, live streams, and recordings—essentially the core of your conference. 

Trust is paramount here. Vet your AV vendors thoroughly—ask for referrals, check their experience, request testimonials, and understand their contingency plans.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Consider specific questions such as:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  What measures do they have in place to ensure seamless execution on the day of the event?[.ebook-list-text][.ebook-list-text]•  How do they handle last-minute changes or overruns?[.ebook-list-text][.ebook-list-text]•  What is their strategy for dry runs on the main stage that may run late into the evening?[.ebook-list-text][.ebook-list-text]•  How flexible are they if speaker dry-runs go overtime or change? How do they charge in such scenarios? [.ebook-list-text][.ebook-list-text]•  How flexible are they if speaker dry-runs go overtime or change? How do they charge in such scenarios? [.ebook-list-text][.ebook-list-text]•  Can they change scripts and music on the fly?[.ebook-list-text][.ebook-list-text]•  How capable is their mainstage team? Confirm if they manage down-stage monitors, scripts, etc. [.ebook-list-text][.ebook-list-text]•  Can they provide specific examples of when they solved the problems mentioned above?[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

Moreover, emerging trends and technologies such as holographic displays, VR experiences, headphones for open-air breakout rooms, and interactive activations can set your event apart. 

Ensure your AV partner offers state-of-the-art tech and is capable of integrating these elements (according to your preferences, of course).

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Try to determine if they fit well with your executives’ vision and team’s culture.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

3. Event technology providers

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Nearly 80% of planners have used more event technology since COVID-19 to deliver enhanced attendee experiences. Source[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

Event tech vendors usually offer fragmented services such as registration and ticketing, virtual event software, marketing and analytics, speaker and exhibitor management, lead capture and attendee apps, on-site services, and more.

Our advice is to look for vendors that consolidate everything in one place (such as Zuddl) so you don't have to juggle tools or spend more time and money on multiple platforms. This also frees up your time to focus on what really matters: creating an unforgettable experience for your attendees.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Things to keep in mind when selecting an all-in-one event tech platform:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Customizable and brandable: Look for platforms that let you match your event’s branding with your company’s branding through customizable landing pages, registration workflows, attendee portals, and more.[.ebook-list-text][.ebook-list-text]•  Analytics and reporting: The ability to track event-level engagement data and demonstrate how events directly influence your pipeline through revenue dashboards.[.ebook-list-text][.ebook-list-text]•  Scalability: The platform should be able to scale as your event programs scale—from webinars to large-scale user conferences.[.ebook-list-text][.ebook-list-text]•  Integrations: Easy-to-implement integrations with sales, marketing automation, and CRM tools.[.ebook-list-text][.ebook-list-text]•  Lead capture: Lead capture and retrieval capabilities for owned and third-party events. [.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

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4. Registration and guest services staffing

First impressions matter. Friendly and efficient registration staff can set a positive tone for the rest of the conference. 

Work with well-trained temporary staff who can guide attendees, answer questions, and manage crowds. Make sure they understand and represent your company culture well. They should be flexible and prepared to take on ad-hoc responsibilities or job shifts on the fly.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Pro tips[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Provide comprehensive training sessions before the event.[.ebook-list-text][.ebook-list-text]•  Create a FAQ sheet or cards to help staff handle common inquiries.[.ebook-list-text][.ebook-list-text]•  Be mindful of the legalities surrounding temporary staff, including hiring practices and setting clear expectations.[.ebook-list-text][.ebook-list-text]•  Ensure all temp staff is aware of where information desks are located for questions they are unable to answer.[.ebook-list-text][.ebook-list-text]•  Fully communicate expectations regarding the dress code, arrival times, and customer experience—what kind of professionalism is needed when interacting with attendees.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

5. Swag and merchandise partners

Gone are the days of generic swag and merchandise. Aim to leave a lasting impression through thoughtful gifts that could include services and donations on behalf of your attendees.

Explore vendors specializing in creative, sustainable options that can resonate well with your audience. Whether it's a personalized gift or a tech gadget, the key is to choose items that your attendees will genuinely find valuable.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Here are some innovative ideas to get you started:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Send postcards back home—on your attendees’ behalf.[.ebook-list-text][.ebook-list-text]•  Gift reusable water bottles.[.ebook-list-text][.ebook-list-text]•  Offer services such as car detailing or meal prep.[.ebook-list-text][.ebook-list-text]•  Donate to charities or non-profits instead of handing out swag items.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

When picking a vendor, you might want to consider:

• Flexibility: Can the vendor accommodate last-minute changes and requests?
• Location: Local vendors might offer faster turnaround times and allow for in-person sampling.

6. Entertainment and talent buyers

The right type of entertainment can significantly enhance your conference’s atmosphere and keep your attendees entertained.

Look for talent buyers who can act as intermediaries, securing entertainment acts like DJs, musicians, or interactive performers within your budget. They should be able to effectively handle negotiations, availability, and contracts—saving you time and money.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Our advice:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Be sure to take all entertainment expenses into account (not just the event fee, but rider requirements, staff, flights and accommodations, etc.).[.ebook-list-text][.ebook-list-text]•  Ask for recommendations based on previous successful events.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

7. Culinary and catering services

Great food is often a highlight for attendees. Choose caterers who offer more than just menus——they should be your partners in delivering a memorable dining experience.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Questions to ask:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Can they accommodate dietary restrictions and preferences?[.ebook-list-text][.ebook-list-text]•  Do they have ideas for interactive food stations?[.ebook-list-text][.ebook-list-text]•  Are they flexible with custom menus?[.ebook-list-text][.ebook-list-text]•  Do they include locally sourced items on their menus?[.ebook-list-text][.ebook-list-text]Can they offer food-tasting sessions before the event?[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

The vendor should offer insights into what dishes stay fresh the longest, are in season, and can be served efficiently to large crowds.

8. Transportation and logistics providers

When everything runs like clockwork—transportation (especially for your VIPs), registration, schedules, and logistics—you and your guests can immerse themselves in the best event experience instead of the hassles. Pick vendors who can help you achieve this.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Bonus tips:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Partner with (or simply give a heads-up to) ride-sharing services like Uber or Lyft. Inform them about your event to ensure sufficient drivers are available around the venue, reducing wait times for your attendees.[.ebook-list-text][.ebook-list-text]•  Consider all aspects—from parking management and shuttle services to clear signage and accessibility.[.ebook-list-text][.ebook-list-text]•  Build backup plans if transportation fails at any point or is late.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

9. Venue and accommodation coordinators

Look for venue coordinators who can help you easily navigate the layout design, ensure compliance with local regulations, and provide essential on-site services such as Wi-Fi and equipment.

For instance, a helpful venue coordinator might suggest the best room setup for workshops or point out areas with the best acoustics for speeches.

[.ebook-purple-list][.ebook-q-card-heading][.h5-ebook-24px-p-600]Consider specific questions such as:[.h5-ebook-24px-p-600][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Have a dedicated point of contact (POC) at the venue to assist with layouts and ensure the flow of your event makes sense.[.ebook-list-text][.ebook-list-text]•  Negotiate for better rates or added perks, such as complimentary Wi-Fi and breakfast for guests, free parking, or extended access hours.[.ebook-list-text][.ebook-list-text]•  Ensure accommodations are nearby or easily accessible to reduce attendee fatigue.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

10. Security partners

Safety is non-negotiable, especially for large-scale events or when high-profile guests are involved. Here are some key points to consider when vetting a solid security partner:

[.ebook-purple-list][.ebook-q-card-heading][.ebook-q-card-heading][.ebook-notepad-list][.ebook-list-text]•  Thoroughly understand their communication and crisis management plans.[.ebook-list-text][.ebook-list-text]•  Review their staffing strategies and how they coordinate with public safety personnel (police officers, EMTs, fire marshals, etc.).[.ebook-list-text][.ebook-list-text]•  Discuss how last-minute security incidents will be handled discreetly and efficiently on-site.[.ebook-list-text][.ebook-notepad-list][.ebook-purple-list]

Remember, each vendor category plays a pivotal role in crafting an event that's not just successful but memorable — both for you and your attendees. The best way to ensure such an event is to identify, recruit, and work with the right vendors.

Once you finalize the vendors, make sure to treat them as an extension of your in-house team. When they are valued and treated as true partners, better results and ownership will follow. Ask for their advice, involve them in decision-making, and include them in team-bonding and morale-boosting activities.

In the following pieces under the Vendor Selection and Management section, we will cover how to build effective RFPs and how to onboard and work with vendors. 

Until then, happy planning, and here's to the success of your user conference!