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