Eventsage Event Planning Guide: The Method Every Successful Planner Uses

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Event Planning Guide The Method Every Successful Planner Uses eventsage

Transcript of Eventsage Event Planning Guide: The Method Every Successful Planner Uses

Page 1: Eventsage Event Planning Guide: The Method Every Successful Planner Uses

Event Planning GuideThe Method Every Successful Planner Uses

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Page 2: Eventsage Event Planning Guide: The Method Every Successful Planner Uses

IntroductionHere at Eventsage, it is our mission to make you the best event planner you can be. So we’ve compiled a list of the infamous Why, Who, What, Where, and When’s by gathering inside secrets and tips from our savvy Sage Planners.

From figuring out your WHY, to sorting through the nitty gritty of WHERE you’re going to host your event, we’ve got everything covered in the next few pages to make your event a massive success. Massive success equals job well done. Job well done equals a happy boss. And we all love happy bosses!

Much of this information is available online, but we’ve yet to find one resource that has compiled such a thorough list backed by event planning wisdom. Let this be you’re ultimate guide to the 5 W’S.

Time to dig in!

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The first thing you need to get crystal clear on is your WHY.

Without clearly articulating the objective of your event, you’ll wander aimless into the woods and get lost amongst all the themes and confetti. The best time to have a map, after all, is before you head out on your journey. Event planning is no different. A firm grasp on WHY gives you a solid foundation for your event. It becomes the point that all decisions will be made on.

Some examples of objectives are: • reward a sales group • launch a new product • education • networking

With the objective clearly articulated, you can then list what the benefits of the event would be to the guests, sponsors, partners, stakeholders and even your boss.

Why?Going through the step of itemizing each of these for your interested groups will give you a leg up when you start working on the other four W’s.

In the end, a clear vision gives you a clear direction. It helps with your location, theme, suppliers and a long laundry list of other needs. It also gives those working with you (sponsors, your company, guests and partners) a clear picture of exactly the kind of event you’re going to host.

sage wordsWHY is the foundation of any successful event. Uncovering the real WHY will guide you to the right answer.

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Who?Now that you’ve got your WHY, it’s time to identify the WHO that are going to attend your event.

Having a clear understanding of your audience’s demographics is crucial for a successful event. You don’t want to hire a performer that plays 60’s & 70’s music if most of your audience wasn’t even been born yet; or host your event at a Steakhouse if most of your audience are vegetarians or hire a belly dancer if your guests are ultra conservative (yes, that did happen).

Be thoughtful and considerate of WHO your guests are. Happy guests, make a happy event.

sage words

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Now comes the fun part of your planning.

The WHAT is the largest question to answer. There are many details and possibilities that go into it. Over the next few pages, we outline the critical areas to consider when working through these planning steps of WHAT.

What?

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Type of event There are numerous different types of events, with different formats. Go back to your WHY? If your goal is to celebrate an achievement then a formal sit down dinner might be better replaced with a reception style.

Name your eventPicking a name that suits both the tone of your event and nature of your function is important. Your guests and more importantly sponsors, have to easily correlate the name to the objective. This isn’t the time to give them something that they really need to think about. Let the name speak for itself, your guests should know what it is they’re attending and who it is that’s hosting them.

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Pick your event theme Time to revisit your WHY so you can choose the kind of theme you want for your event.

It can be as literal as a Mexican Fiesta, a Circus Calamity or an all out Hollywood Glam to subtle colour themes to reflect your new company’s logo. Get creative with this; designing tablescapes, choosing entertainment, lighting, dress codes, etc., just make sure you always come back to your WHY.

Once you’ve picked your theme, the name of the game is consistency. Have invites, announcements, and all other touch points running up to the event reflect the theme that you’ve chosen. Continue supporting the theme through your on-site event details and you’ll have designed a cohesive event.

Budget Accept that your budget will change. They always do. So with this in mind, make sure you have your budget set with a little wiggle room, and then be prepared for that budget to wiggle! If you have an ideal budget with a secondary upper limit, you’ll be able to handle any surprise costs that creep in.

Your budget needs to consider all aspects of your event, from the pre-event planning and formalities, right up to the clean-up and take down. The key areas are:

Production Costs Consider all the logistics of running the event. Creating a spreadsheet and updating your needs as they evolve is a sure fire way to keep on track with your spending. As we mentioned before, your budget will bend, keep track of every dollar.

Advertising and Marketing Costs Spreading the word about your event further afield through marketing initiatives, social media or advertising is an important category to consider. Include a marketing section in your budget to cover line entries like signage, banners, flags, programs and other collateral.

Operational Costs Operational costs include everything that is used to run the event outside of it. If you’re a 3rd party planner, this will include your staff, vans for transportation of product or staff and other similar costs.

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Dietary requirements Everybody has them. Take the bold step forward and offer vegetarian and gluten/dairy free options.

Variety There’s nothing wrong with taking a few risks when you’re hosting an event, this isn’t Sunday dinner, after all. Why not push the boat out a little and have a food theme or request the chef to get creative? Steer away from the obvious and have a little fun being creative with your menu options. I haven’t met a Chef yet that isn’t excited about producing something fresh and new.

Menu Some venues offer a wide range of menu and serving options, others are a bit more restrictive. Key things to consider when choosing your food and beverage menu are:

Serving style There’s an exciting world beyond buffet or plated. Hot new developing trends include communal tables and family style serving.

Tasting before you order Set up a time with your caterer to taste the food they’ll be serving your guests. They’re fun and yummy and more importantly, you don’t want to be serving up a menu that you wouldn’t give to your cat. No offence Fluffy.

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Out of control beverages If you’re serving alcohol at your event, make sure the team is equipped with Serving It Right certificates to keep the event in order. Managing your bar tab can be one of the biggest budget savings or biggest budget drains.

• Will it be an open or cash bar? • If you have an open bar, will you be serving

wine and beer only? • If you’re serving hard alcohol, will it be regular

or premium brands? • Will the servers be responsible for topping up

glasses once your guests are seated or will you have open bottles on the table?

• What are the general instructions to servers for how liberal and how frequently they pour?

• What time is last call and how will you handle it? Hint: Yelling “last call” spikes the bar bill.

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Who gets to keep the leftovers? You can always take your food home with you or gift it to servers or volunteers that helped you run the event. Better still, local shelters and hostels always welcome fresh food. Finding out where the nearest shelter to your event is and arranging to have the leftovers dropped off is a great way to pay it forward.

Don’t forget the fine print Always make sure that the venue where you’re hosting your event or meeting is okay with you serving food and drinks. Especially alcohol. No liquor license means no service. With most venues, this is a snap. However some venues that are off the beaten track may require permits.

Vendors We all have our favourite vendors that we bring back time and time again. It’s safe. It’s easy. It’s a time saver. Time to step out of the rut and not be afraid to shake things up a little. Adding a new vendor keeps things fresh for your attendees. Not to mention how fresh eyes and a fresh mind can bring great new ideas to the same event that you’ve been running quarterly for the past 13 years. Your guests will thank you for it. Trust me.

When looking for new vendors, the power of a good recommendation is better than your mom’s homemade chicken soup. When business partners, friends, or family have had a great experience with a certain vendor, chances are you will too.

If they don’t come personally recommended, make sure you check out their reviews online. Look into their processes, character, service levels and check references.

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Favours and Giveaways Everybody loves a favour, and corporate events are no different. It’s always thoughtful to send your guests away with something. You can hand them out as guests arrive to enjoy through the evening, or distribute them at the door as they leave. This works great if your favour is edible! Alternatively, you can have gifts or giveaways set out at each table as part of the place setting.

The great thing about favours and giveaways is that they are flexible according to your budget. Even the smallest of budgets can accommodate a small, hand-made favour from your event. Keep in mind that if you brand your favours, your guests are leaving with a little piece of your company too. Smart move.

Have A Highlight Every event needs a ‘WOW!’ moment - whether it’s the decor, a performer, or the food, make sure your event has at least one highlight for guests to walk away with and remember. You want your event to be impressionable and stirring, so go all out.

And don’t worry, even small budget events can have a that ‘WOW!’ moment with a little creativity!

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Get Your Program In Order Having a clear and concise program lets your guests know exactly what they will experience throughout the evening. Large corporate events, smaller intimate cocktails or meetings all equally benefit from having a program on hand. Not to mention, they minimize the continuous stream of questions you’ll receive of where is this, and when is that. And they give your guests a much loved sense of control.

WHAT can be overwhelming. Make sure you have a great organization tool in place to catch all the details.

sage words

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When?Find a date and time that is convenient for your guests. Their availability is one of your top priorities.

• Make sure there isn’t a public holiday. Be sure to check civic holidays as these can vary depending on the City, Province, State, etc.

• Find out what is going on in and around the city during your event. Hosting your event on the same night as a Stanley Cup Play Off could make your sports enthusiasts unhappy.

• Holding an event on a weekend can increase costs.

• The time of year is also important. Consider different months, seasons, likelihood of rain or blazing hot sun.

WHEN isn’t simply a date and time. WHEN is a consideration for all those who are attending.

sage words

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Picking a venue for your event is arguably the most creative aspect of your event planning, as your entire theme and guest list orbits around it.

The following 12 factors give you the foundation for making the best choice.

Where?

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Size matters! How many people do you expect to attend? Getting the right size venue makes a huge difference. If the space it too small it’ll feel cramped. If it’s too large, not only are you paying too much, but your guests might feel underwhelmed at the turn out. Don’t forget to consider the extra space needed for audio-visual, entertainment, décor, etc.

Make It Convenient Niche venues with hidden and difficult to navigate entrances are great when you have the right demographic, but most people opt for convenience and ease of access when they’re attending an event.

Considering the drive time of your guests is also important; the less time people spend travelling, the longer they’ll spend enjoying your hospitality. If you do find the perfect venue but it’s located in the heart of the city with limited parking and heaps of one-way traffic, consider organizing a shuttle bus for them from a specific location. You’ll save them time and you’ll be saving the environment, so it’s a win, win!

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Be Aware of the Weather If you’re planning an outdoor event, ask the venue about indoor options as a backup for inclement weather. Depending on the layout of the venue, it may be included in the rental rate.

One of the most debated event planning discussions between client and planner is the tent. Clients want outdoor summer events with no tents, however we can’t control the weather and rain can always be a reality. They also provide relief from hot sun especially for men in suits and ties.

With the right budget, your tent rental can include a clear roof, beautifully draped posts and walls in fabric and even chandeliers. Consider other comforts too like heaters and maybe even blankets.

Know the Venue’s Reputation Be sure to read reviews, ask for references or use a trusted resource like Eventsage. Knowing whether or not the venue regularly hosts events will give you some clues as to how accommodating they can be for your gathering. You want to be sure that they’re able to handle the flow demands of larger groups if your guest list is particularly healthy.

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Neighbours? Are you sharing your space? This is a question you want answered long before your guests arrive on their doorstep. Often the WHY of your event is confidential or at least no one else's business. Think of how private you’d want to keep a rebranding, a product launch or motivational sales meeting.

Aside from confidentiality, there are noise considerations. And not necessarily from your group. Unknowingly booking a room next to a wedding reception or product launch when you’re holding an elegant plated dinner with a string quartet, may expose your guests to unwanted noise.

Venue Parking If your guests are driving to your event, give them easy access to ample parking. Underground parking or a parking lot close by would be convenient. Similarly, if you’re providing transport for your guests, ensure the bus driver has easy turnaround access. The driver will thank you.

Hint: Valet parking is always a much appreciated luxury.

Keep on Top of Security and Safety Making sure that your guests, vendors, and any personalities who are attending your gathering are safe, is another top priority. Be aware that ticketed events usually come with gate crashers, so hiring bouncers or door staff will greatly aid in the safety and security of all your guests.

Knowing where the fire extinguishers and emergency escape routes are in case of an emergency is vital. Learn how to set off the fire alarm and trigger the sprinkler system as well, so you’re ready to act if ever needed.

Having access to first aid kits for any event is a necessity. If your event is remote and far from a hospital, it’s wise to have a doctor and ambulance on hand. Anything more than a 30-minute drive from the closest hospital is considered remote. Similarly, if your event is particularly large, fire fighters, police, and paramedics should likely be on hand.

Be sure to have access to a land line or some other form of communication should you be out of cell coverage range - there’s nothing worse or more stressful if you can’t call for help when it’s needed!

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Get Insured What insurance does your company have to protect you against liabilities? What insurance does the venue, caterers, etc. have to protect you and them? This is a good question to ask and usually isn’t too difficult to add additional insurance coverage on your corporate insurance.

Venue Fees Rule #1, negotiate! If your budget can bend so can venue fees. Be firm but reasonable. Be aware of what’s included in the rental and negotiate in the extras that you need, like the dance floor, tables and chairs, appropriate linens etc. Additionally, weed out the services that don’t suit your needs.

If you’re getting your catering through the venue, inquire how the seated versus buffet price ranges work. Assuming they are a licensed establishment, check into corkage fees too. You may be able to save some dollars by bringing your own alcohol to your event.

Before signing, read the fine print on payment terms, refund and cancellation.

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Venue Staff When choosing your venue, ask about the staff to guest ratio to ensure they can handle the size of your group with grace and a proactive attitude. Also review their dress code to ensure it’s appropriate.

It’s important to maintain clear communication and spell out clearly what your expectations of the venue staff will be throughout the event. This should include what happens in the instance that your event goes overtime. You don’t want your staff walking out at 11pm because that’s when they were due to finish. Agreeing to overtime pay will help keep things friendly and smooth throughout the whole process.

Know Your Restrictions Your venue may have restrictions on photography, videography, alcohol, music, dress code, decor, signage, and even catering; so be sure to check beforehand that your venue can accommodate all your needs before you sign a contract.

Be clear on the noise bylaw. Find out what the maximum level of acceptable noise is and when you need to shut down your event to avoid any unpleasant run-ins with the local authority.

If In Doubt, Check it Out. The best way to get a fast grip on a venue is to hop in your car and walk inside. Before doing your planned site visit, drop by as a guest and observe the venues operations and staffing under regular circumstances. Not when the venue has been specially polished and the staff are on their best behaviour because they know a potential client is walking through.

When you’re there incognito, try and use all of their facilities. Check out their washrooms, order some food at the restaurant, have a listen for noise levels and get a feel for the thermostat. Your first impressions of the room will greatly help you in finding the right venue for your needs.

WHERE has endless possibilities. But finding the perfect WHERE will truly make a spectacular event.

sage words

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