So You Want To Be An Event Planner!?!

People approach me often and say, “I enjoy planning a party.  I think I will be very good at event planning.” I smile and give them an encouraging word. Yet in reality, they are in for the shock of their lives. SMH!

After creating, managing and implementing over 200 events (business launches, galas, breakfasts, lunches, fundraisers, golf and tennis tournaments, press conferences and receptions).  This I do know - event planning takes a special type of person. 

You need to be able to understand the big picture (strategic) and be very detail oriented (tactics). In addition, you will need to be able to develop and manage a budget to ensure profitability. The ability to master relationships is essential.  There are multiple audiences that you need to ensure they are pleased: the organization that hires you and their contact person; in addition, to the funders, sponsors and attendees.  Also, it would be nice to have a good work experience with your contractors, venue personnel, staff and vendors. WHEW!

Allow me to give you my fourteen steps to planning a successful event:

Know the Client. Whether it is a corporate, non profit or an individual, take time to understand their vision, needs and resources.  If it is a fundraiser you will need to review or help them establish written goals and a feasible budget.

Be Honest. It is important that you are honest with the client. Based on your experiences and knowledge assess the proposed project, give a recommendations and make a decision to participate.

Fee. Normally the fee is based on a package as opposed to an hourly cost. Ensure your fee is equitable and profitable.  Remember, they are paying for your experiences, knowledge, relationships and an expectation of excellence. Yet, before providing a fee, you must understand the client parameters on costs:  do they want just your personal services fee, cost of event (equipment, services and supplies).

Client Service. It is vital that the client has a pleasant planning and event experience with your firm.  Ensure your staff, contractors and vendors know that without the client, there is not a pay day.  Be fair with your staff but let them know under no circumstances are they to create any negative experiences (gossip, pouting, talking loud, late, poor workmanship etc…) To acquire new clients and retain quality clients you need them to experience world class service.

Communication and Report Management. Clients do not like surprises so it would behoove you to communicate effectively and proactively.  What I mean by this is develop tools to provide the information and metrics the client seeks.  Speak with the client in the manner they desire, some prefer verbal over email.  It is your job to know their preference.  Keep it as transparent and proactive as you can.

Planning, Checklist and Budgeting. The old cliché rules implementation:  If you fail to plan, you plan to fail. Develop a plan based on the agreed upon vision and budget. Create checklist to ensure you don’t miss the details. Share checklist with key staff to ensure all know your standards.

Marketing.  If you will be responsible for marketing the event it will require developing a plan to attract key audiences.   The questions to ask:  Who is your core audiences and why do they want to attend? How will you position the client/organization and event? What channels and platforms will  you utilize to communicate with your audience? Is pricing attractive and profitable? What is my budget for advertising and marketing?

Funding.  Let’s be honest, many funding sources are available through relationships.  Yet, there are some who are open to funding events that are congruent with their goals. Depending on the audience, event and your client, there is a variety of funding available.

First it is important that you know your audiences (who will attend, volunteer, work).  Conduct your research so you can develop a fact sheet and pitch. Create a relevant event name; consider tie-in with commemorative day/month and a tagline.

Develop a fact sheet and sponsorship package.  Ensure the pricing is fair, provides sponsor benefits and profitable for the clients. When speaking with funder, talk more benefits, than features.

Now it is time for some research, or you may have the info.  What are your revenue streams (tickets, sponsorships, banners, vendors etc…)?  What funding will you solicit (community relations, corporate, departmental, foundation, government, marketing)?  Do you understand their funding cycles (when they develop their budgets, decisions, limitations, requirements, and payouts)? Which entities have a need to reach your audience?  What type of proposal and/or presentation do you need to create?  What is the report management that they require and dates? Can you lock them in for multiple years?

Site Selection. As an experience event planner you know your market.  If you are new, create a checklist to ensure that the sites you recommend to client, match their budget, audience and event needs.  Understand this, venues are a business and need revenue, but you may be able to negotiate terms.  Be careful of food costs, add-ons (audio/visual, stage, lighting, and tech people).  Other areas of concern is security, parking, allowances for inclement weather, proximity to core audience, ambiance, customer service, reputation, culinary and cleanliness.

Team. You cannot do everything yourself.  You will have to hire and/or recruit volunteers to assist you.  First, they need to be trained:  client/organization history, purpose of event, customer service and goals. Secondly, ensure they understand your expectations of excellence.  Third, follow-up on assignments until you have someone who can do quality control. Don’t stress them out, have some fun, but let them know the outcome you expect. Consider giving free tickets, movie passes, and recognition to reward those who give that extra effort.

Week of Event, Walkthrough and Checklist. This is the time to check and re-check.  Sweat the details of ambiance, décor, deliveries, entertainment, placement & program. Know that most volunteers want to work the day of or a few days before. Sweat every detail.

Day of Event. You will need to be calm, cool and collective. You have your plan and options. Walk through the venue and program again. As challenges arise you need to be focused and walk through your options.  Four people should be very accessible to you (cell phones if necessary):  your right hand person, the primary venue contact, culinary person and client.

Most importantly ensure your client and audience enjoy themselves.  Pace and time the program.  Audience and client service is essential.

 Post Event. This is the time for you to evaluate and make recommendations.  Prepare a written report, but sit down with client and review.  Ask for a written recommendation (should be in your contract) if you feel you have accomplished the goals. I normally like to do, within one week of event. If you have not done so, ask for more business and referrals.

Next Year Event. Book venue and date, if this will be an annual signature event.  Set up implementation schedule, leading up to next year’s event. 

 Take a deep breath and congratulate yourself for a job well done - now onto the next event.

 BEST OF SUCCESS!!!