Hosting a live event is fun, but we acknowledge that it involves time, effort and precision to make everything run smoothly and to schedule. This is our forte. We understand the importance of each individual element of your day and then provide the extra little touches to transform dreams into reality.
As an event planner, we collaborate with many businesses and private clients in search of event planning services, often finding themselves unsure of where to start. As we worked in events for many years now, It seems like second nature, but for many people in different industries, they know it’s needed but can seem like a daunting process.
Within the dynamic landscape of event planning, every event planner and agency have their own processes, guiding them from inception to completion. I’m a massive believer in playing to someone’s strengths, so it’s important to find a balance of what works for you V’s what works for the rest of the team as well as your client.
For those navigating the intricate process of organising a company event and finding themselves at a loss during the initial stages, here are a few key pointers to consider. And don’t forget, while professionalism is paramount, infusing fun and personality into the process not only makes an efficient journey, but often ends in a result that feels much more individual and less ‘off-the-shelf’.
In this blog, we will delve into the intricacies of event planning, exploring key components that contribute to the creation of seamless and memorable events.
Event planning is an art that transforms ideas into unforgettable experiences. Whether it’s a corporate conference, a wedding celebration, Christmas party or team fun day, the success of any event lies in meticulous planning and execution.
Events can be the answer to a multitude of problems, offering a great platform for communication to your different audiences whether to customers, partners, colleagues or even suppliers. Don’t wait until a connection is lost, nurturing relationships helps keep businesses strong, and let’s be honest, a LinkedIn post or email is great, but building brand loyalty, I think not.
A lot of people think of events and immediately think of big conferences & parties and big budgets. Don’t get me wrong, events aren’t the cheapest tool, but they don’t have to be huge. A small get together over lunch in the office with a bit of entertainment can work wonders for colleague engagement. A round table with a key industry speaker can make your customers feel valued more than a several hundred people event.
An awards dinner for your top salespeople, partners and suppliers will leave guests talking for months afterwards and a great excuse for a knees up. Exhibitions are another fantastic comms tool and a way to meet new contacts within a very targeted audience.
Before diving into the logistics, it’s crucial to clearly define the purpose and goals of your event. What message do you want to convey? Who is your target audience? Establishing a clear vision will serve as the foundation for all your planning efforts.
It’s easy to check out the competition these days and see what events they are hosting and attending, you just need to scroll through Linkedin. So do a bit of research in advance and aim high. If you’re planning on hosting an average event, I’d say, save your money and don’t bother. You need to make it memorable, give the audience something they don’t see everyday, make sure they walk away with at least one thing that they tell someone else about. It may be knowledge, it may be entertainment, it could be décor or the amazing venue, it may even be the food, but if it’s nothing, you have absolutely wasted your time. Not everyone has the budgets to hit all of these goals, but it just takes one and you are well on your way. If you’re not sure, ask your colleagues and friends, what was their favourite corporate event and why. What sticks in their mind more than anything and use that as your springboard.
Regardless of workload capacity, events are all about communication and it’s so important to involve the right people from the offset. Find out from HR what you want to communicate to the team, ask marketing about their key messages and ensure they align with business strategy, make sure your directors know what’s happening, they will almost certainly have some words of wisdom. You are not alone in your event planning journey and taking the best knowledge and information from key colleagues will only ever improve the results.
Once you have a clear vision, it’s time to outline your budget. Consider all potential expenses, including venue costs, catering, decor, entertainment, staffing and marketing. Having a well-defined budget will guide your decision-making process and help you allocate resources effectively, but be realistic. Don’t scrimp and take out all the niceties which will help create a lasting impression. Don’t pick a cheaper speaker that will be forgotten as soon as they leave the room, don’t ditch the wow in favour of every day. Your event should not be every day.
Clear and consistent communication is crucial throughout the planning process. Keep all stakeholders informed about developments, changes, and deadlines. Establish effective channels for communication, such as regular meetings or digital collaboration tools.
This is where I refer back to my previous comment about finding your best way of working. Personally I think what makes me super organised is that I have a terrible memory, so I have got to write everything down in a structured way. For me, the best way to do this is with one document outlining every single detail and the status of each. This then doubles as an agenda for meetings and can be shared both internally and externally and saves hours of scrolling back through emails to try and remember what was agreed. A status document also means everyone is aligned and there can be absolutely no crossed wires. Within this document should be your timeline so all parties know what to expect and when. This will also help to break down tasks into manageable steps and set deadlines for each. This will help you stay organised and prevent last-minute rushes. The way you do this is 100% a personal preference, but in a world where missing a seemingly minor detail could end in absolute disaster, I find it works for me. There are some great tools on the market for project planning with timelines, so find your comfort zone and roll with it.
The venue sets the tone for your event. Consider the size of your guest list, the atmosphere you want to create, and the location’s accessibility. Negotiate with venues to get the best possible deal, and ensure it aligns with the overall theme and purpose of your event.
From catering services to audio-visual equipment, choose vendors that align with your vision. Don’t forget you will have to work with these people and trust them implicitly, so please don’t always go with the cheapest option. Your vendors will be an extension of your team during the whole process so make sure they are responsive, engaged and want to understand your objectives and the importance of your brand. If you don’t get a good vibe from them, move on and find an alternative.
For events with guest lists, having a smooth registration process is crucial. There are so many tools available that it can seem overwhelming, but in the long run, they are a godsend. Please don’t ever do registration manually. This leaves you wide open to errors which will take up far too much of your precious time.
It’s likely your guests are invited to a number of events and have to pick a select few to attend. Don’t just go out on a whim with your agenda and key speaker, give them something new and different and 100% relevant. Don’t just get any old entertainment, ask them what they like. Think about the demographic and what works for them, what sort of food they might like, what sort or band will most appeal, what might cause offence, who they want to see, what experiences they might want to have, what is their objective for going and most importantly what positive memories will they take away. Don’t just think about what you like because ultimately it’s not about you.
Imagine you are a guest at a 200 person event. You don’t know anybody and you arrive to a dull reception and nobody greets you. Unfortunately this is the case far too often, starting guests off on the wrong foot. Think about the arrival, how guests will be made to feel special and excited. Make sure they are informed and entertained from the second they walk through the doors. It’s easy to start out by booking suppliers, especially entertainment without really considering how the event will run. Does your agenda really allow for it, is it going to leave guests sat for an unreasonable amount of time, will guests feel comfortable with the guests they are grouped with, will they be grouped with anyone at all or left standing alone, do they even know anyone else there and will they need an extra bit of encouragement. It’s easy to get into the mindset of planning the group for a few hundred people, but consider every one of those guests and how they will feel at any given time. The more comfortable they are in their environment, the more they will relax and enjoy the event.
Event apps and websites are increasingly popular and can be a hugely valuable tool to not only share information but also gather data. They aren’t right for every audience but these days there are so many low cost options on the market, it’s almost a no brainer. They can also help you structure your content and ensure it’s relevant. I will give you one example of one client who last year ran a golf event as they felt it was perfect for the target audience. For this year’s event they used the app to ask the same audience to choses what activity they would prefer, and less than 10% chose golf. Going forward I will always recommend letting the audience guide your decision making and event technology is a very easy way to do that. We can also explore other event technology, such as venue finding, registration, personalised agenda setting, Q&A support, VR and immersive experiences and so much more. It can be a minefield, but it’s worth investing some time to understand all the costs and benefits before jumping straight in. Ask yourself what it will really add but if you can’t answer, don’t cave to the pressure.
Your running order is your event and should include every detail from what time every single supplier is arriving to scheduling, service times, breakdown and walking away from an empty room at the end. Make sure all your stakeholders have a relevant version and do not deviate. Ensure all stakeholders sign off on the timings, especially speakers, caterers and venues. Make sure you have a countdown clock for speakers to keep them on track, allocate blocks of time and make sure everyone has rehearsed.
Never underestimate the importance of your brand. That’s the reason your guests are coming, it’s the reason you go to work, it’s what people recognise and are passionate about. Every part of your event represents your brand and it should be sprinkled through the event as a constant reminder. Don’t get me wrong, it doesn’t need to smack guests in the face every five minutes, but don’t feel bad about reminding them why they are there. Before you go make sure your team is fully aligned and briefed on the messaging and any no-go areas so everyone is singing from the same hymn sheet. They are such a fantastic opportunity to remind and inform with a strong brand focus. Take the small opportunities from the colour of your lighting, the shade of the napkins, the messaging and logos on your collateral and everything you create. And it’s not only the visual clues. What is your brand about, what are your passions, what’s important to you. This is the best opportunity you will get to remind guests about your brand personality to seize every opportunity you can.
Every time I speak to my clients, they are looking for the next best giveaway. It should be sustainable but functional, it should be low cost but high value, it should be something they use regularly as a brand reminder, it should be something no one has seen before.I won’t lie, it can be tricky to find new options but they are out there and well worth taking the time to search them out? If however you prefer a notebook or a water bottle, don’t feel bad. A cliché is a cliché because it works, and these popular branded giveaways will still be going in years to come because let’s be honest, people like them.
The short answer is no. Unless you run the whole thing virtually, there will always be an environmental impact. These days there are so many options to reduce the impact and increase your CSR with events, and this should not be left as an afterthought. Consider access to the venue, can guests get public transport or do they have to drive. It may cost a bit more but why not run a shuttle service to the local train station to reduce the number of cars? Consider your scenery. Do we really need more PVC banners or can we use screens to communicate the same message? Are you collecting your name badges at the end to reuse next time, or is it likely that 150 lanyards and plastic pouches are going to the landfill?
Post-event evaluation is often overlooked but is crucial for continuous improvement. Gather feedback from attendees, event vendors, and team members to identify strengths and areas for improvement. Use this information to refine your event planning process for the future.
Event planning is a dynamic and rewarding endeavour that requires a combination of creativity, organisation, and attention to detail. By carefully considering each aspect of the planning process, from defining goals to post-event evaluation, you can create memorable experiences that leave a lasting impact on attendees. So, roll up your sleeves, embrace the challenges, and get ready to master the art of event planning. Your next successful event awaits!
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