PRESENTATION OUTLINE
WHAT MAKES A SUCCESSFUL EVENT?
7 STEPS TO A SUCCESSFUL EVENT
Remember the why of the event. Every piece of the event puzzle goes back to the reason you are hosting the event.
Goals
- Clearly defined statement of what you want to achieve with the event
- The main reason/purpose you are having the event
Sample Goals
- To reward and recognize employee achievement
- To thank loyal customers for patronage
- To generate sales leads
- To connect a brand with a consumer
The Goal is the reason for your being
The Goal is your GPS that leads you to the end of a successful event.
The Goal should be a broad statement.
S.M.A.R.T. Objectives
Specific, Measurable, Attainable, Relevant, Time oriented. A successful event is achieved when you accomplish your goal.
These are the exits on the highway that will lead you to a wonderful, successful event ending
Objectives
- Should match the goal
- You set the goal and then have multiple objectives to reach that goal
- The goal is easier to write than the objectives
- If the objectives are well written they end up being the planning steps
The Budget
- The budget must be followed as close as possible
- When dealing with a clients money they take budgets very seriously
- Create a line item budget of expenses and revenue
- Be aware that budgets can flucuate, be prepared to explain that
Create a list of all things you want for the event with categories and line items underneath each category.
For example,
Example: FOOD AND BEVERAGE
- Appetizers
- Plated dinner
- Dessert
- Cocktails/beverages
Then, separate the NICE-to-HAVE items from the HAVE-to-HAVE items.
Once you have the costs covered for the HAVE-to-HAVE, you can add in your NICE-to-HAVE items.
You may be given the budget for the event and have to back in, or you may have to create the budget for the event and submit it.
Either way, once the budget is created, be prepared to make it work and not go over without prior written approval.
Where will the event be held?
Two questions must be answered before determining the location
1. Does it fit the goal?
2. Does it fit the budget?
Does the venue compliment the goal?
Does the venue work within your budget? Don't blow your budget on the venue.
LOCATION EXAMPLES That don't fit the goal
- An awards dinner does not work in a venue with small rooms
- A fun interactive event does not work well in an aquarium, office, or yacht
- An elegant affair is not best in a warehouse, sports complex, or hangar
- A Harley davidson product launch is not best in an art museum
The vibe is the feel, mood, and attitude of your event.
The lighting, music, style, energy, etc., all encompass the vibe of your event.
It's the intangibles, just like when you walk into a restaurant.
Match the vibe to the event goal .
Determine if the event is supposed to be mostly fun, educational, casual, formal, themed, hip or layed back.
First thing to determine is the time of the event.
The timing dictates what you need to feed the audience and how much (breakfast, lunch, dinner, snack).
People expect to be fed if you have the event over a meal period.
If you do not have the budget to feed the people a meal, change the time of the event to be an off-meal period.
For events where alcohol is served, it is very important to provide hearty food, especially over a meal period.
If not...
Untitled Slide
- People can easily become intoxicated
- They will leave to go get food...mad!
- People will blast you on social media
Serving the right types of food is important.
If you have a standing, mingling type of event, serve food that can easily be eaten without having to be cut.
Individual bite-size portions are best.
Ever try cutting a piece of meat while holding a plate and drink?
Consider dietary restrictions.
There are many of these, including vegan, vegetarian, gluten free, spice free, lactose intolerant, etc.
Always provide some options for these, especially if it is a plated meal.
HOW WILL THE BAR BE HANDLED?
BEVERAGE QUESTIONS
- Will there be alcohol?
- Does serving alcohol fit with your goal?
- Does serving alcohol fit with your audience?
- Will it be beer, wine, specialty drinks, or full open bar?
Cash/ticketed: you only accept cash or tickets fron guests to buy their own drinks.
Host/open bar: you are paying for the bar and guests drink for free.
Consumption: you pay for the bar, based on consumption, rather than one set price (you pay for what is consumed).
WELL BRAND
These are the basic, cheapest brands of alcohol that the bar stocks. House
CALL BRAND
These are asked for by name by your guests. Tend to be more expensive than well brand but less than premium.
PREMIUM BRANDS
Top-of-the-line alcohol
The most expensive
Remember that you are responsible and liable for anyone that may be over-served or drinks too much. Always err on the side of caution and hire professionally trained beverage providers.
When hiring entertainment, always make sure that entertainment compliments the goal and especially the audience.
FOR EXAMPLE
Don't hire a dance band if you are hosting a group of Snap-On tool distributors or a jazz quartet if you are looking for an up-tempo vibe.
Always try and get a thorough understanding of your audience demographics, gender mix, age, and even occupation.
Sales groups will always like more high-energy entertainment and operational/financial/eng-ineering groups will usually tend to like more subtle entertainment.
Sales groups will always like more high-energy entertainment and operational/financial/eng-ineering groups will usually tend to like more subtle entertainment.
Does your audience want to sit and be entertained on stage or do they want to get involved and participate?
Does it make sense to use live entertainment/band? Or is a DJ/VJ more appropriate, especially if you have a diverse demographic and you want them to dance?
Anytime you are hiring an act, try and see them live; worst case, always ask for a demo reel.
When hiring a comedian, always be sure to go over what is off-limits such as political, racial, sexual, or religious topics that could be offensive to someone sitting in the audience.
Always try and have some type of music at an event even if it is an Ipod through the house system. Dead air is a vibe killer.
COMMON CORPORATE EVENT TYPES
- Customer Appreciation Event
- Employee Recognition
- Executive Retreat
- Incentive Program
EVENT TYPES CONTINUED
- Seminars & Conferences
- Trade Shows
- Brand to Consumer Events
Customer Appreciation Event
The company hosts an event to thank their customers for their patronage and loyalty. The goal is to encourage a ongoing customer relationship, and also provides an opportunity for the customer to interface with the company management.
THE EMPLOYEE RECOGNITION EVENT
The company recognizes employees for their hard work and presents an award to them for outstanding achievement.
Coworkers, spouses, and guests often attend these types of events.
Typically hosted at an off-site venue like a hotel ballroom.
Dinner, beverages, and entertainment are usually part of this event.
Often held at a luxury resort or exclusive destination for corporate leadership teams.
Topics for the agenda usually include business development and organizational planning.
USUALLY LASTs FROM 3-5 DAYS
Must pay close attention to site selection, lodging, transportation, catering, and ancillary activities for this group.
Meeting location should be free of distractions while meeting is taking place.
Should inspire free thinking.
Designed to reward exceptional achievement, usually a sales or service-oriented goal.
Predetermined number of employees will "win" and are often allowed to take a guest or spouse.
Must have a healthy budget, as these are top-notch events and trips
Many event companies specialize in doing incentive programs.
Check them out!
INCENTIVE PROGRAM
Usually better to provide a shorter trip than a longer one.
People remember quality whether it is good or bad.
Designed to place the consumer with the product or service in order to drive sales or branding.
Experiental marketing allows the consumer to interact with the product.
Can be as simple as handing out samples or as complicated as a multi-city tour, touching many people.
Best to begin with a pilot program to determine the best approach.
Must have a solid marketing and event budget outlined.
SEMINAR
Typically shorter events, lasting a couple of hours to a 1/2 day or whole day.
Do have speakers, but keep all of their attendees in the same spot, together.
CONFERENCE
Typically longer events, lasting 1-3 days
Do have speakers, but they offer concurrent breakouts where attendees get a choice on the topic they wish to hear about.
Organizations attend trade shows to generate sales leads.
Organizations might host a trade show to reinforce their image or brand.
ATTENDEES USUALLY INCLUDE
- Organization members
- Customers
- Prospects
- Suppliers
SUCCESSFUL TRADE SHOWS REQUIRE
- Highly motivated people manning the booth
- Aesthetic booth display
- Incentives to visit the booth
- Pre-event marketing to solicit booth visits
You only have a few minutes to make a lasting impression on the booth guest, make it count!