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10 Things to Remember When Planning a Professional Event

14 Jul

corporate event planning

Throughout my career, I’ve played the role of “event planner” more times than I can count. Fundraisers, golf outings, press events, clay shoots, meet and greets, prayer breakfasts, networking mixers, seminars and conferences are just some of the various types of events I’ve helped to plan. For each one there’s been a different venue, audience, menu, setup and marketing strategy. It’s been a whirlwind!

This experience has helped me to create quite the “tool box” of tips and tricks for successful event planning that can only be gained from my own trial and error. Oh and there have been many errors! Now I have professional events down to a work of art. I can anticipate the unexpected and I come prepared to address every odd request you can imagine. To help you do the same, here are 10 things to always, always remember when planning a professional event.

1. Be overly specific, assume nothing

I have many real life examples of event planning follies where I assumed something simple – like there would be a chair at the registration table – only to be left scrambling at the last minute over silly details. I’ve since learned to assume nothing and specify everything. When I’m in the event planning role, I can’t afford to be torn away from more important tasks to handle these types of mishaps. I work closely with the venue to specify the essential details (without being condescending, of course). Even if I risk looking a little too Type A, it’s a small price to pay for a well-executed event and a happy client.

2. Don’t be literal with the headcount

While I advise to be very specific with the event details, I don’t advise to be specific with the headcount. Inevitably people who have RSVPed will not show up and others who did not RSVP will. It’s the ebb and flow of event planning and somehow it all works out. What I’ve learned is that so much money is wasted on overestimating headcount. Instead, I underestimate the guaranteed count by at least 5 (if not 10) people. At the event, the venue can always pull out a little more food (for which they will also charge you). And at least you know you are paying for exactly what’s being consumed, which can be a cost savings of a couple hundred dollars!

3. Anticipate people arriving early (and staying late)

When I’m running logistics for an event, I always arrive at least an hour in advance to set-up, troubleshoot and acclimate myself with the venue and staff. I also do this because I know that a handful of early birds will arrive a half hour early as well. I hate to be caught still setting up (though it would totally be understandable), so instead I beat them at their own game! I also anticipate another group staying past the end of the event to eat and chat until the staff starts vacuuming over their feet. This means I, too, also stay late to ensure a professionally executed event from start to finish.

4. Bring a “tool kit”

You will always have a need for scissors, tape, extra name tags and pens. I can’t emphasize enough how often this has saved me the time of having to ask the venue to search and bring these items to me and how it also helps me to look extra professional and prepared. Slip these items in your laptop bag, and even if you don’t need them, you’ll have the peace of mind that you’re one step ahead.

5. Be accessible

When planning an event, you will need to be accessible and on your feet to address any issues as they arise. Maybe it’s someone at registration who said they paid, but their name isn’t on the list. Or maybe a side dish needs refreshed at the buffet that a server hasn’t yet noticed. I’m all eyes, all ears – and always on my feet at events.

6. Call upon helping hands

In order to pull off tip #5 of always being accessible, you need a competent team of helpers to assist you with being in multiple places at once. When I’m putting out the big fires, I rely on others to manage the registration table and greet guests. What this also means is that I have to prepare easy to manage lists and clearly explain the process to my helpers to ensure they know what to do even when I’m not around.

7. Keep people comfortable

People with full plates and full glasses are happy people. For the most part, people won’t remember the venue or the color of the table linens, but they will remember if they were well fed. Don’t skimp on food or drink and make sure that it is out before guests arrive and is left out even after the event ends, in case people choose to mingle after hours. Also, be sure your menu matches your ticket price. If people are paying a couple hundred dollars to attend a fundraiser, don’t give them chips, pretzels and a cash bar. Show them a good time! I promise you, this is always money well spent.

8. Strategically time your (brief) remarks

Hosting an event and not taking a moment to address the crowd is a really wasted opportunity. You may not be the most confident public speaker, but you can at least put together a few sentences especially if it means promoting the purpose of the event. Timing is everything to ensure people are paying attention. Plan to take the mic (and do use a mic) about halfway through the event. This will catch both latecomers and early-departers. Your remarks also give the event closure. If people need to take off early, they can feel like they have at least stayed for the most important part of the event.

9. Take advantage of the opportunity to market your services or future events

Use your remarks and printed promotional materials to market your services or future events. Give people something (verbally and physically) to take away from the event. You’re footing the bill after all, the least you can do is gain some promotional value from it! If this is an annual event, have a date set for next year’s event and promote it. If the event is not annual, give people some other call to action like a special discount on services if they purchase that day. If nothing else, at least invite them to visit your website and connect with you on social media.

10. Remember, it’s not about you!

It’s your event, but it’s not really about you. It’s about your guests. They are the ones either paying to be there or offering themselves as your captive audience for a few hours. Respect their time and make each guest feel special by greeting them, even if only briefly. Also keep your guests in mind when selecting a venue and food choices. Some restaurant off the beaten path may by a stone’s throw from your home, but it’s a trek for your guests. And just because you like a menu of red meat and potatoes, be thoughtful about your guests who may prefer some variety.

To boil down this entire list of corporate event planning advice, I simply urge you to be hospitable and genuine. Put the extra thought into the details to make this a pleasant experience for your guests so that they remember you for hosting a fun event, not wasting their time. Both extremes leave a lasting impression and you have the power to choose the outcome!

What other things would you add to this list? Share your event experiences (good and bad) by commenting below!

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4 Comments

Posted by on July 14, 2014 in Life

 

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4 responses to “10 Things to Remember When Planning a Professional Event

  1. colinewalther

    July 19, 2014 at 5:51 pm

    I have a client who is a motivational speaker, and I am the contact person for the event organizers, and it is my job to make sure that everything goes smootlhly with hotel accomodations, flight plans, etc. It is the small details that tend to be the most difficult. Have you had to prepare travel arrangements, itineraries, etc?

     
    • Stephanie Shirley

      July 20, 2014 at 9:58 pm

      Yes, I have! Call me crazy, but I actually really enjoy this aspect of my job. Like you said, there are a ton of details and possible wrenches that can be thrown into the system (i.e. weather) when travel is involved. I think I enjoy it because it is an organizational challenge. I try to expect the most unexpected things and have answers or back up plans ready to go. I developed a “briefing” form (like an itinerary) that covers everything from audience demographics to what to wear to each event. All of these things are so important when it comes to building a personal brand – and first impression. I may have to dive further into this topic with another blog post!

       
      • colinewalther

        July 23, 2014 at 4:44 pm

        Yes I hope you do, I look forward to reading that post. You gave me some good ideas with your response. One of the things I have thought about, since my client also sells books at his events, is to have all the workers in t-shirts with a picture of the book, and the company name.

         

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