The Shortcut List to Planning an Event (Part II)
- Sean Spence
- Sep 11, 2024
- 3 min read
*13 - Plan to be ready at least 60 minutes before people are scheduled to arrive
Make sure you have no tasks to attend to at least one hour before the event begins. Your main responsibility is to be present in case of an emergency and to provide a sense of calm for all other participants.
*14 - Know who can fix things at the event
Swiftly pinpoint the staff member or members stationed at the event venue who can promptly resolve any issues. Whether it's a sound system problem, a need for an additional table, or a speaker requiring a different hotel room, there is typically a key individual who serves as the primary problem-solver, and it's crucial that you are well aware of their identity.
*15 - Be smart about the program
When organizing an event program, I adhere to a few essential guidelines. Firstly, prioritize brevity when uncertain. Secondly, feature speakers known for their ability to engage and satisfy audiences. Thirdly, enforce time restrictions for each segment of the program and ensure adherence to them. Lastly, distribute the agenda, instructions, and potentially a script to all program participants well in advance, reiterating this information at least twice before the event, and providing a one-page copy upon their arrival.
*16 - Personalize where possible
Events are centered around genuine individuals who seek to connect with others. Whenever possible, aim for a more personalized approach. For instance, when collaborating with an organization hosting an event, it is preferable to address the invitations as if they are coming from a specific person rather than the organization itself. This means using a personal name like John Smith for the return address, instead of the organization's name like the Salvation Army or ACME Paper Company.
*17 - Do something memorable
Consider coming up with a unique and unforgettable idea for the event, such as providing a small gift at each seat, surprising guests with live music, or giving a fresh flower to each female attendee upon arrival.
*18 - Take photographs
It is recommended to have a photographer present at events, ideally a professional if affordable, but even your younger sister can suffice. Digital photos are a valuable resource after the event, serving as a reminder to sponsors of its success, being shared with attendees, posted on a website or Facebook (as most individuals enjoy seeing pictures of themselves), and used for promoting upcoming events. Make sure to communicate your desired photo style clearly to the photographer.
*19 - Carefully consider technology
Throughout this introduction, technology is discussed in different contexts. I suggest pausing to consider the overarching question, "In what ways could technology improve the event experience?" This could pertain to marketing, the agenda, post-event activities, or other aspects. For instance, I have participated in events that effectively incorporated Twitter and a big screen into the program, enabling continuous, live engagement from attendees.
*20 - Follow-up a lot
To ensure that every aspect of the program is on track, it is important to follow up at least once to confirm that everything is progressing as intended. When it comes to program participants and other important individuals, more follow-up is recommended. The key to achieving this is to develop a solid plan with checklists outlining all necessary tasks.
*21 - Test your AV equipment
Test it once. Test it twice. Ensure thorough testing. Keep a backup ready and tested, as any oversight could lead to issues.
*22 - Say "thank you"
Following the event, it is important to express gratitude to all individuals in written form. While email is acceptable, a handwritten note is more impactful. Show appreciation to essential staff members, VIPs, and participants. If time is limited, create a list of all event contributors, prioritize it, and systematically express thanks to each person until you have utilized the available time. Keep in mind that events are an opportunity to foster relationships, and expressing gratitude is well-received.
*23 - Write a wrap-up report
After everyone has left, and you have rested well for a night or two, and all the expenses have been settled, make sure to reflect on your event and create a brief report highlighting any key points to remember.
*24 - Value
Events put the people you want, where you want them, when you want them there.
Events provide up–close–and–personal interaction with customers and prospects.
The results of event marketing are measurable.
Done right, an event marketing program can take your investment and leverage the money of others to give you exponential value.
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