“Who’s in charge” is a common phrase – usually heard when things have gone awry. And oftentimes, it’s difficult to find the person in charge.

Why? Well, most events are created by a team of people, each focused on their own specific deliverables.

You might think it’s the client that’s in charge, but it’s been my experience that by the time an event actually occurs, the client is already working on the next event…they are simply overtaxed and cannot necessarily focus on today’s event.

In order for an event to run smoothly, I feel it is extremely important to have a single person “running the show,” even if that person is not necessarily involved with each aspect of the show. That’s where delegation comes into the picture.

If something goes wrong on-site, I’m the one who’ll take the blame. But my first task is to make things right – we are on-site after all, and the show must go on. Hopefully, if I’ve been able to rectify the problem (usually through having good people supporting my event), “the blame” won’t be as bad afterwards.

Of course, if things go right on-site, I’m happy to allow my client to take the credit. I get paid to do what I do, and the best form of gratitude I can receive is to be hired to do the event next year!

Hard to believe that this is the 10th Award of Excellence we’ve done! As usual, a “crack crew” made the event successful onsite, but all of our pre-event support was much appreciated… from design, to print production, video production, presentation design… the list goes on! Thank you!

Last month, I talked about hotel logistics, which is often the first area people think about when planning an event.

But perhaps just as important to where you’re holding your event is what you’re going to talk about, and who will be doing the talking. The right mix of content and speakers will go a long way in helping to build attendance.

A well-orchestrated and content-rich meeting can help your organization by boosting morale, educating your attendees, generating leads, and increasing productivity and profitability.

Take a look at these business objectives:
- Educating your sales force, users or employees
- Training employees on the use of new technology
- Brainstorming new product ideas or introducing new products internally or to your customers and press
- Teambuilding across functions within your organization, such as sales, marketing, finance,
engineering, and manufacturing
- Motivating your sales force
- Rewarding sales representatives or other employees for outstanding performance
- Introducing a new executive or department head to your employees, users or customers
- Presenting market research
- Presenting a company’s new strategic mission

Which of these key objectives are most important to your event? Pick your top three from this list, or write down your own top three, and share them with your event team.

Here’s a smart thought: Before determining specific presentation topics, speakers and visual support (PowerPoint, Flash, video, etc.), you should clearly define the objectives of your meeting, as well as a means of measuring results. Take a careful look at the mix of employees, customers and others that will be attending the meeting.

Next, develop a meeting strategy that utilizes those tools most important to your objectives. An educational meeting has far different requirements than a motivational meeting. And no matter how serious the meeting, build in some sort of fun or other diversion. Consider giving small gifts, using contests related to the topic, or handing out information related to your meeting’s location. Consider humor and/or an element of surprise, but always err on the side of caution if you are unsure of what the audience response may be.

A great way to begin is to develop a simple, memorable theme that takes all of your objectives into consideration. Where appropriate, a creative treatment of the theme (an event logo or “look and feel”) can be developed to provide your event with a brand.

Some Key Things to Remember:
Lastly, here’s a little checklist of key items to remember while planning the content of your next event:
- Invite Key Executives Early to Either Speak or Attend
- Determine Keynote Speaker/View Demo Tapes
- Keynote Photo OK to Use in Collateral?
- Speaker Budget (Including Transportation)
- Confirm “Green Room” with Logistics Person
- Special A/V Needs for Speakers?
- Develop Skeletal Agenda for Approval
- Stay On-Message Throughout!
- Tie Content into Teambuilding?
- Tie Content into Activities/Recreation?
- Design Thematic Template for PowerPoint
- Provide Template to All Speakers
- Hardcopies, CDs or Thumbdrives/USBs of Presentations
- Potential Webcast of Event?
- Customers as Speakers?
- Video Presentations?
- Speechwriting Support?
- Are Teleprompters Needed?
- Videotape Keynotes for Future Use
- Pre-Event Rehearsals
- On-Site Rehearsal Schedule
- Build Audience Q&A Into Agenda
- Panel Discussions as Option?
- Speakers Available for Post-Reception?
- Do Speakers Run Their Own PPT?
- Develop Survey to Track Response

One area of extreme importance – and often the first area people think about when planning an event – is hotel logistics or what is often referred to as “meeting planning.”

Where should you hold your event? Do you have a core group of attendees traveling from one location? Do you need to be in a central location? What type of venue will work best for your event, and send the right message to your attendees (and corporate executives)?

Several key areas are listed here. Review this list, add more if needed, then rate them from one to ten in importance to both your organization and attendees:

____ Cost of Meeting Space, Food & Beverage
____ Layout of Meetings Space, # of Breakout Rooms
____ Cost to Attend at Venue (Airfare, Hotel Rooms)
____ Quality of Food & Beverage, Accommodations
____ Access to Other Attractions in Area
____ Venue Amenities (Health Club, Pool, Wireless Internet)
____ City Location
____ Resort Location
____ Conference Center Location
____ Corporate Office Location (Auditorium, Cafeteria)

OK, got that? Now, once you have rated the above items, look for common scores, and build off of these items first in your search for a venue.

Here’s a Smart Thought
If attendees are paying to attend your event, including airfare and accommodations, you may want to consider giving more weight to their needs. If you are footing the bill for the conference, pay a bit more attention to your scores first.

Look to the Web
There are many venue search tools available on the web. One site that is simple to use and easily understandable is http://www.eventective.com. You will need to have an idea of attendee size, city or state where you plan to hold your event, and room set-up (theater-style, schoolroom, banquet, etc.). The search engine will then locate properties that have space for you.

Things to Remember
Lastly, here’s a little checklist of key items to remember while planning the logistics of your next event:
- Preferred Event Dates/Days of Week
- Back-Up Event Dates/Days of Week
- Check for Major Holidays/Religious Holidays
- Site Visit to Top 2 or 3 Venues
- Budget (Per-Person Cost, Including Taxes)
- Contract Terms, Deadlines for Deposits
- Food & Beverage Guarantees, Minimums
- Food Tasting
- Menu Planning (Low-Carb, Low-Fat Options)
- Indoor Back-Up Locations in Case of Rain
- Average Temperature During Your Event
- Room Block & Cut-Off Dates
- Competing Companies at Venue Also?
- Union Labor Concerns?
- Ample Set-Up Time for A/V & Staging
- Ample Tear-Down Time for A/V & Staging
- Cost for Taxi from Airport to Venue
- Room Décor for Special Events
- Registration Desk Set-Up for Your Event
- “Green Room” for Guest Speakers
- Gratuities for Great Staff Members
- Rooming List
- Breakout Room A/V, Power, Internet, Etc.
- Recreational Activities Determination
- Local Entertainment Options (DJs, Etc.)
- Photography
- Guest Programs
- Off-Site Functions (Dinners, Etc.)
- Transportation to Off-Site Events
- Post-Event Analysis of Property

I welcome your comments!

No matter how long you plan, no matter how many tech rehearsals you hold, sometimes the Olympic Torch will not light the Cauldron.

Luckily, the “back-up Cauldron” outdoors worked just fine! Keep that in mind at YOUR next event, and make sure you’ve got a back-up plan to keep your event running smoothly and on-time!

We’re often asked about marketing an event on a low budget.

Oftentimes, clients tend to focus on low-cost email campaigns – wave after wave of them – with low-return too. I’ll admit, it can be easy to get an email out there quickly to an existing list of contacts or a list you might purchase. But if your message is as quickly pulled together as your email list, you may want to reconsider.

But this article is about “money-saving tips,” right? Here you go: SAVE YOUR MONEY and stop sending email after email.

Sure, send one email, maybe two, but add some other elements into the mix. If you don’t have a look and feel for your event, take an existing campaign/design that your organization is already using and leverage that for your event. Piggyback the printing of your event postcards with another print job in your group.

Highlight some key prospects from your list and spend 2 hours making some direct phone calls – just make sure you have a script and can answer all questions that might come your way.

Consider the money you’ll make with just 5 more attendees. Will that help cover the additional printing costs and phone calls? If you get 10 more attendees, you’ve turned the corner.

Managing an event can be one of the most time-consuming things that will ever come across your desk. And if you already have a “full-time job” in addition to your event management duties, getting organized before you begin the process may be the most important thing you do.

Remember that every event is different, so while everything written here may not apply 100% to your event, it should provide you with a framework from which to begin your planning.

Build an Event Team
Who is going to help you make your event a reality? A success?

Get a piece of paper, open a WORD doc, or scribble this down in your iPad: List each person and his or her responsibilities. Make sure your “core team” is aware of all aspects of the event, not just their individual segment of responsibility. This will help to make your event more cohesive.

At the same time, you should determine what types of outside suppliers to use, based on your company’s internal ability to manage the meeting, as well as the size of your group. Consider adding your key suppliers to your core event team.

To get you started, some responsibilities are listed here:

PRE-EVENT TEAM

• Hotel Logistics / Meeting Planning
• Content Development / Speakers (internal and external)
• Attendee Registration / Travel Arrangements
• Pre-Event Marketing
• On-Site Event Collateral
• Event Staging & Audio/Visual
• Special Programs / Activities

ON-SITE TEAM

• Attendee Contact Person
• Hotel & Special Events Contact Person
• General Session & Speaker Contact Person

POST-EVENT TEAM

• Attendee Follow-Up / Evaluations
• Hotel Logistics / Prep for Next Year’s Event

Again, get a name down next to all of these areas of responsibility. Let each person flesh out their own idea of what they must do, then compare notes and make sure everyone is on the same page.

And remember, you can’t do it all by yourself, not if you’re talking about a large corporate event with a 6-18 month planning cycle. It’s always wise to have other people involved in the process in case (1) you go on vacation or take a leave of absence, (2) you get sick, (3) you get re-assigned to a different department, or (4) you leave – voluntarily or involuntarily!

Coming soon in Part Two – Venue logistics, often referred to as meeting planning.

Have you ever planned a business meeting? Perhaps you’ve brought a few business associates out to dinner. They appreciated the invitation, and thoroughly enjoyed listening to your business plans and concepts throughout the evening. At the end of the night, you quickly scanned the bill, and paid with your corporate card. Nice and simple, right?

Have you ever planned a somewhat larger business meeting? Let’s say 25 of your best customers. You’d better call ahead for a suitable conference room; maybe you should run over and check the space out first. And have you ever eaten the food? You might want to run a little “taste test.” Now, how do you go about inviting 25 customers? Will they all show up? Will they all see a value in meeting with you? And how are you going to keep 25 people interested, with their attention riveted to your message? Not so simple anymore, is it?

Planning an event can be a time-consuming task. It may not seem so at first, but with your normally heavy workload already keeping you busy, you may not have a lot of time to spare on the details of the event. Don’t let the distance of the event date keep you from knuckling down now, however. In the event business, the sooner you get your plan in place, the easier it’ll be to keep your sanity. Here are a few tips to get you started:

One: Have a goal
Make sure everyone involved on the event with you knows what the objective is. You may want to increase sales, educate your employees, or recognize high achievers. Now, make sure everything you do relates back to your goal. If it won’t help you achieve your goal, then don’t waste your time on it.

Two: Book a meeting space
Decide on a location, and book it now. Even if it’s your company’s cafeteria, make sure you’ve got the space you need reserved for your meeting.

Three: Develop a message
Having a goal for your meeting is great, but what’s in it for the attendee? Develop a message that each person wants to hear. Now, use this message in your invitation letter, on your web site, and in your presentation materials. A short – two or three word – version of your message can even become a “theme” for your meeting.

Four: Treat your attendees like your mom
Every attendee, no matter if they are a customer, prospect or employee, is a carrier of your message. Treat them with respect throughout the meeting process, and you will be rewarded in the end.

If you focus on these four tips, you are well on your way to a successful event. One last tip: Make sure to enjoy it yourself! After all, you’re an attendee too.

Sometimes your hotel doesn’t help you get any work done…

(more…)

I oftentimes am a “solo producer” traveling to different cities to make an event “happen.” And I typically have luggage AND equipment that I need to get to the venue.

With the costs that many airlines now levy on luggage – especially heavy items, like equipment – have you considered shipping your clothing and equipment ahead of time?

Sure, you can use FEDEX or UPS or even the U.S. Mail to ship ahead of time.

But companies like Sports Express (http://www.sportsexpress.com) ship many, many fewer items, and their focus is luggage – they KNOW you need this stuff to arrive when and where you want it. All items are looked after by a “travel concierge,” so if they determine that something might get delivered late, they go ahead and expedite the item free of charge to get it there on time.

Pete Lecours

Brainium, Inc.