An event is a great strategic communication tool that can help you build your brand. Not only does it allow you to transmit the values of your brand, but it is also a great opportunity to build loyalty and attract new customers.
Have you ever wondered how to start organizing an event? What steps should be taken into account? If you are planning an event, then there are going to be many factors you will need to consider to ensure that everything runs smoothly. This is especially true during Covid as you will need to take extra precautions to provide your attendees with the safety they will need.
Here are some guidelines and tips to follow to organize an event successfully.
Like any marketing strategy, the first thing you should set, before starting with planning, are the objectives:
- What is the reason I want to create the event?
- What results do I want to achieve with it?
- What do I want to convey and how am I going to do it?
- What audience do I want to address?
- Do I have the resources to organize it?
The events have a great capacity for communication, therefore, you have to define very well the goals you want to achieve together with a good follow-up program to guarantee their success.
2. Target Audience
Another fundamental decision is to know who your target audience is. The selection of your audience will greatly influence the organization of the event’s content which includes the speakers you plan on inviting.
“When working with event producer, the first thing we ask them is who their audience is as this will help us determine who is the best speaker to hire for their event” says Dan Smith of the public speaker agency Keynote Speaker. “If you truly want to ensure your event goes well, then hiring the right speaker is essential which is why you must know your demographics.”
3. Hiring Speakers
The process of actually booking your speakers can be an overwhelming task to take on. Not only is there a great deal of stress in selecting an appropriate speaker, but you are going to have to coordinate the dates and negotiate the fees.
“This is why it’s important to work with a speaking agency” suggests John Rogan of the professional speaker agency Motivational Speaker. “Working with a good agent can help alleviate many of these burdens making it easier for the event organizer to focus on other matters.”
Along with the venue, food service can be one of the most important event costs and one of the most talked about and talked about areas. Are the suppliers linked to the place or can you bring your team?
If you are using an established venue, then there is a possibility that it is tied to their caterers. However, if you are using a space set up for the occasion, you can bring your own catering services, but remember to include all costs, not only food, but also chefs, staff, kitchen space and the rental of the necessary equipment. What is your food and drink budget per head? How will you deal with special diets (Vegetarian, vegan, keto, etc.).
Depending on the objectives and philosophy of the event and the attendees, the origin of the food and ingredients in its preparation must also be taken into account. If it is a more eco-friendly festival, the carbon footprint of food will be seen with a magnifying glass by more than one
Other providers and contracts that you may need to negotiate and manage include signage, furniture, audiovisuals, barriers, flowers, managers, security, consultants, vendors, printers, designers, transportation, insurance, access and ticket office and licenses including alcohol and music among others dependent on the nature and complexity of the event.
Relationships are key to good service delivery, and it is often a good idea to determine exactly who will be responsible for the on-site delivery of the contract, each vendor’s contingency plan, and the time they will arrive on site. Asking when vendors require payment is key to cash flow. No event planner wants to pay for services before attendees reserve their ticket to attend and it is worth asking vendors if payment can be made in installments to facilitate cash flow.
Handling these logistics can cause a great deal of stress which is why you might want to work with an event management company as they can handle a lot of these issues.
It goes without saying that people are the most important asset for an event to run smoothly – your own team, volunteers, the venue, service providers, and all other providers. Design a short job description, an interview, and a detailed information session. Having a professional appearance, a ‘can do’ attitude and being able to think and act quickly are key, so the overall event team should be chosen to reflect these qualities.
7. The day of the event
It is essential to create an event master plan, execution order and team information for everyone involved: team, volunteers, all suppliers, headquarters, caterers, security and any other relevant party or member. Remember that the complexity of an event lies in part in dealing with the challenges that may occur during the course of the event and that is when an event plays it. A strong, skilled, knowledgeable and well-prepared team kicks in. Make sure all team members know the decision-making structure and what to do in an emergency.
8. Monitoring and evaluation
This should be planned well in advance of the event and take place immediately after the event to ensure that the energy and goodwill of everyone who has participated to make the event take place is properly capitalized and turned into a growing business.
You will have to decide how to judge the success of the event: is it a financial success?
Events must always be financially viable both immediately and in the long term. Therefore, by really thinking about goals, meticulous planning, a strong team of people, and early follow-up, you should ensure a more or less successful event.