| What is an Event? | | | | was envisioned. Replacing an expensive laser show |
| An event is not just a mere happening. It is a | | | | with fireworks could for instance create the same |
| powerful communication medium with which you can | | | | impact and save a lot on the budget. On the other |
| enthuse, amaze, persuade, unite a group or in fact, | | | | hand, replacing fabric table cloth by paper cloth could |
| with which you can accomplish any public relations | | | | significantly lower the effect of the decorations and |
| purpose you set. Well executed, it can and should be | | | | menu and degrade one’s message. A good |
| a milestone in your life or that of your company. | | | | event planner will help and guide the customer in |
| Planning and executing an Event is both an artistic, | | | | making all these decisions and in meeting his budget. |
| creative endeavor and one that requires the utmost | | | | Event Production |
| precision in engineering all of its parts and sequences. | | | | Leadership & Team Spirit |
| It also requires relentless insistence on quality and the | | | | The event planner will be the central coordination |
| upholding of a high standard. Its success depends on | | | | point with all concerned suppliers to ensure that |
| the artistic and organizational skills of the event | | | | everything comes off exactly as planned. Good |
| planner working tightly with its customer in creating | | | | event planners have excellent relationships with their |
| the event, planning it, selecting all of its elements | | | | suppliers who work hard to retain the work |
| down to the last detail, and then… making it all | | | | opportunities they get from the planning company. |
| happen. | | | | Good event planners also have excellent leadership |
| Envisioned Product & Message | | | | qualities in getting everyone to execute their part of |
| The first step the event planner and customer must | | | | the event. They make everyone get along and work |
| do is to envision the event in full. It is necessary to | | | | as a team. It can be a lot of fun to prepare an event |
| get a complete picture of what one wants the event | | | | and should be. |
| to be like, look like, feel like for the guests or | | | | Integrity |
| delegates, and what result one is trying to effect and | | | | The integrity and professionalism of each supplier is |
| or what message one is trying to get across. Naming | | | | of the utmost importance. Your event planner should |
| the result and message very precisely is crucial. | | | | be able to guarantee these to you when choosing |
| Without this in mind, the choosing of event venue, | | | | the suppliers. The event planner ensures the suppliers |
| agenda, designing of the set, lighting or decorations, | | | | perform their task exactly and demonstrate integrity |
| and many details could end up betraying the very | | | | and honesty. This is one of the most valuable |
| purpose of the event. Examples of envisioned results | | | | services which the event planner provides you, as |
| could be: for a corporate party that all employees | | | | without it, you could find yourself dealing with |
| feel they are part of a great and valuable team, | | | | logistics and details of the event when you should be |
| proud to be a part of it, and renew their | | | | preparing yourself to lecture, to get married, or |
| commitment to the company and its goals. The | | | | whatever the case might be. The event planner is |
| product of a Fundraiser could be a lot of donations of | | | | dedicated to taking care of everything so you do not |
| course, but also its attendees reassured that they | | | | have to worry about it. |
| are contributing to a great and valuable cause, feeling | | | | Customer Care & Service Orientation |
| privileged to be part of this endeavor, and willing to | | | | Events can be complicated matters with many parts |
| contribute even more. The product of a wedding | | | | and details. Things can also come up at the last |
| could be for the bride and groom, family and friends | | | | minute, which need to be cared for. You as the |
| to experience a one in a lifetime moment, be | | | | customer, should be undistracted throughout and |
| awestruck by it, emotionally impacted, foresee | | | | should something unpredicted come up, the event |
| together the best possible future, and of course to | | | | planner should do its best to resolve whatever it is, |
| have a very good time. The envisioned result of a | | | | make things appear or disappear. If it comes up at a |
| product launch would be that the attendees want to | | | | Congress that it is the birthday of one of the |
| buy the product, use it, market it further, and have | | | | delegates and you want a cake to appear during the |
| trust in you and in the product. So depending on the | | | | lunch, your event planner will take care of it. You |
| type of event, the Event Planner and customer | | | | suddenly require a security set up for a VIP |
| should name together the envisioned result they | | | | attendee; the event planner will have the needed |
| want the event to result in, as well as its message. | | | | contacts to accommodate this rapidly. Of course all |
| The planning of each part and detail of the event will | | | | should be done to predict each and every |
| have to align and integrate with this message or | | | | requirement way in advance. However should such |
| envisioned result. | | | | emergencies come up, having an event planner |
| Event Planning | | | | makes all the difference and allows you to remain |
| Prediction & Sequences | | | | undistracted… and a good event planner will take |
| At this stage the event planner in coordination with | | | | the challenge and meet it. |
| the customer names all the parts of the event, all of | | | | After the Event |
| its sequences, and all required suppliers. The Event | | | | Where feasible and appropriate it is always good to |
| Agenda is the exact sequence of actions that will | | | | collect feedback from your guests or attendees. This |
| take place from beginning to end. Working it out in | | | | is often neglected but should be done. Whether in |
| detail enables one to visualize the event fully and | | | | the form or surveys, a guest book placed at |
| thus predict any and all details which could otherwise | | | | reception, or by asking around elegantly, one should |
| go overlooked. How will the guests get there? Should | | | | find out to if one achieved his purpose and to what |
| we supply transportations, maps, you name it. What | | | | degree. For instance, the attendees of a product |
| about parking? What happens when the guests enter | | | | launch should be surveyed as to how they feel about |
| the venue? For a congress they would sometimes | | | | the product and what use they will have of it. This |
| need name tags, in another event you would have a | | | | can be key in planning the next step for the |
| guest list with a reception set up. What happens | | | | customer to take in marketing his product. The |
| then? How do they get drinks? Where are the | | | | attendees of a seminar or congress should similarly |
| bathrooms? Where do they sit? How comfortable | | | | get surveyed and can help determine the orientation |
| does it need to be? How do we get their feedback | | | | of a following event. It is part of the professionalism |
| when they leave? These are very few of many | | | | of the event planner to take all such feedback into |
| questions which get answered. Each of the needed | | | | account to improve where need be, consolidate trust |
| suppliers is chosen based on their ability to meet the | | | | in suppliers, or where appropriate, reutilize successful |
| demand of the customer, be of the required quality | | | | formats. Good video footage and photography is |
| and within the event budget. The event planner will | | | | most often a must. As one small example of many |
| have experience with event suppliers and will | | | | things which can be required after an event; |
| therefore be able to choose those that are reliable | | | | “Thank you” cards for anyone who |
| and proven. | | | | particularly went out of their way or performed |
| Integration & Quality | | | | competently can be handled by the event planner. |
| There again all parts need to integrate one with | | | | There again a good event planner will help you take |
| another in terms of style, standard, and align to the | | | | care of all the “after event” details and |
| message and envisioned result. Of course higher | | | | make sure everything is completed to your |
| quality is often more expensive. A good event | | | | satisfaction. |
| planner will put a lot of work in finding the best | | | | Lastly, as a professional in this field for many years, I |
| options of quality versus price for the customer, and | | | | cannot begin to tell you how much fun it is and how |
| most often will get deals that only a professional | | | | much satisfaction I have in creating and organizing |
| gets. This is why in many cases, using an event | | | | events with and for my customers. Again, an event |
| planner is not, in the final count, an additional expense. | | | | is not “something that comes and goes” but |
| However, in deciding the required quality and to still | | | | a powerful communication weapon which well |
| meet one’s budget one should evaluate the | | | | executed can and should be a milestone in your life |
| choice of items against the result and message which | | | | or that of your company. |