The Shortcut List to Planning an Event - (Part I)
- Sean Spence
- Sep 9, 2024
- 4 min read
This blog provides essential guidelines for planning a successful event. One suggestion is to duplicate these pages and use them as a roadmap for creating your own event. Furthermore, most of the checklists and tables from this book can be found on the publisher's website at:
While reading this blog and following all the steps for each event may not lead to the same level of success as reading the entire series, it will still help you surpass most events that are deemed "professionally produced."
*1 - Get help with the planning
The Ben Franklin Effect
“He that has once done you a Kindness [sic] will be more ready to do you another, than he whom you yourself have obliged.”
—from his autobiography
While it is possible to organize an event alone, involving a few people to assist with brainstorming, planning, and execution can make it much more enjoyable, innovative, and successful. A team of even just two or three individuals is likely to generate more creative ideas and make fewer errors. This book emphasizes the importance of active participation, as people tend to be more engaged and dedicated when they are actively involved. By including others in the event planning process, they will be more invested in its outcome and in the success of your business. Remember the Ben Franklin Effect (refer to the sidebar).
*2 - Set priorities. Who needs to be happy? What will make them happy?
When organizing an event, it's essential to handle numerous details. However, focusing on a few key aspects is crucial. Prioritizing elements such as the budget, ensuring the keynote speaker's satisfaction, and meeting the needs of sponsors can significantly impact the event's success. In a recent event I managed, the client emphasized the importance of high-quality invitations, a seamless seating process, and media coverage. By excelling in these areas, the event was a resounding success, leaving all involved with a positive experience.
What can be learned from the story? It is beneficial to determine what your true priorities are.
*3 - Write out the plan for the event and actually use the document in the planning process
Start by documenting the entire event process, whether in a notebook, on your laptop, or any other preferred method. This documentation can take the form of a comprehensive checklist, an outline, a narrative, or any format that suits you best (personally, I prefer outlines). Invest time in detailing the steps and refer back to this document whenever you contemplate the event. Allow the document to develop alongside the event. This single action can significantly enhance the success rate of your event, potentially more than any other factor.
*4 - Give the location careful consideration
When considering a location, it is crucial to assess your requirements, including seating, parking, and accessibility. Ensure that the chosen space fulfills all these needs or find a suitable alternative. Additionally, it is beneficial to establish good relationships with the event staff as they can be incredibly helpful and valuable for future events at the venue.
*5 - Carefully plan your budget
Take a seat and create a budget that encompasses all your anticipated expenses, totaling the desired amount of money you intend to spend. If you come up with additional items to include, adjust either the cost of other items or raise your budget accordingly.
*6 - Get bids for more expensive items
Whether it's locations, caterers, florists, or any other expense, make sure to obtain a minimum of two bids for each item requiring a substantial investment. Having three or more bids is even more advantageous. This approach will provide you with a comprehensive understanding of both the quality and cost, as well as reveal various options for product or service delivery.
*7 - Recruit sponsors/raise money
Instead of paying for something on your own, why not enlist the support of others to contribute? Sponsors can be valuable partners who assist in promoting your event by reaching out to their customers and followers, utilizing their connections to your advantage. Take a strategic approach by selecting sponsors that align with your brand and event. Cultivate and nurture relationships that have the potential to benefit your business in the long term.
*8 - Think through your marketing
When executed effectively, your marketing endeavors will attract attendees to your event and enhance your brand recognition. Keep in mind these five fundamental marketing principles: Stay aligned with your main messages; consistently repeat them; employ multiple tactics to engage the same audience through different channels; keep your communication concise; and personalize whenever possible (such as in email messages and invitations).
*9 - Be choosy when it comes to staff and volunteers
Selecting the right individuals can greatly simplify everything. It is important to have individuals who are capable of making decisions and can effectively represent you, especially when interacting with others, such as at registration desks. While you may not have the luxury of being overly selective with volunteers, it is still crucial to consider the tasks you assign them. Some individuals are better suited for specific roles, like managing the sign-in table, while others may excel at tasks such as coat-checking, directing parking, or ensuring the functionality of equipment like microphones.
*10 - Provide training and instructions for helpers
Regardless of the task's complexity or the worker's experience level, ensure to give a brief written outline of all expectations and review them thoroughly. If there are typical issues that may arise, incorporate them in both the written guidelines and the training. Also, include any minor details that matter to you (such as smiling or using polite language) in the instructions.
*11 - Consider the decorations
Decorate as needed to create the event you envision. This may require extensive decorations, but not always. One common mistake is overspending on decor, so be mindful of your time and budget to avoid this pitfall.
*12 - Green your event
To make your event more environmentally friendly, aim to reduce resource consumption and avoid potential negative effects on the environment. Think about the materials, energy consumption, local purchasing, and waste management/recycling practices. Opt for venues and suppliers that prioritize these aspects in their operations.
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