I HAVE been managing events for over five years now, and the topics, formats and numbers vary constantly from event to event, but what everyone wants is to have a successful event.
So, what makes your event successful?
Is it the number of bums on seats?
Is it the instant feedback from your guests?
Is it how pleased your stakeholders are with the outcome?
In truth, it’s a combination of all of these things as well as quote a few other factors.
Quality versus quantity. Is an event with 100 people more successful than one with 15?
Not necessarily.
When you’re planning your event you should clearly define your desired outcomes and the important thing is to ensure you achieve this by the end of it.
A concentrated group of 30 people who are interested in the subject matter are a more valuable group than 100 people where half are there for a free lunch.
If you take the time to make sure the right people know about your event, and allow them ample time to commit to attending, you’re starting off on the right foot.
Another key thing is to pay attention to the detail, the little things really do matter.
People appreciate the fact that you spell their name correctly or that you remembered to arrange their lunch to cater for their special dietary requirements.
An eye for detail also cements the professionalism at the event; using the correct logos for companies, having literature laid out for delegates in a specific way so that branding can be seen – these things are all important to me.
I want our stakeholders to know that we are constantly ensuring we are maximising their brand exposure.
Ever noticed the way the Press & Journal is folded and strategically placed on the Perth Racecourse Business Breakfast delegate pack? It’s not by coincidence, that’s for sure!
I must admit, I do take some “stick” and some people might say I’m being fussy, or my OCD is in overdrive, but I believe that it is little things like this that makes the difference.
Now, event management is often perceived as a glamourous job, where you attend black tie dinners and eat a la carte food every night of the week.
It is a hugely satisfying job that certainly keeps me busy, but the reality however can be somewhat far from that image.
You have to keep calm and composed, no matter what.
I refer to my “swan” analogy fairly regularly – events professionals should appear relaxed on the surface even though your feet are paddling at 100 miles an hour under the surface.
So as you are welcoming your guests with a smile on your face, behind that could be the reality that a speaker has arrived late with a new presentation that has crashed the PC, or there’s been an impromptu fire alarm half an hour before the event, both of which mean your preparation wasn’t as smooth as you’d like.
You have to keep these things under wraps, unpredictable things happen and being able to deal with these things is key to making an event experience memorable for the right reasons.
Remember to ask people for their feedback – suppliers, guests, participants – and be prepared to take their responses on the chin.
Everyone loves to get positive comments, but you might get suggestions or criticisms.
Remember these won’t be personal, and you should review comments with an open mind.
The chances are, you will be your own worst critic, picking up on things that no one else even notices.
Often, having suggestions from an external point of view can prove valuable.
Everyone has different opinions and it’s a great way to capture ideas that could enhance future events.
It takes days (or sometimes weeks) to create a successful event, so plan within an inch of your life and when you’re sure you’ve covered everything, check things, and then check them again just to make sure.