The Art of Event Planning
When many of us attend corporate events, we only have one duty, to simply show up. But, have you ever thought about what goes on behind the scenes – the hours of planning, logistics and labor event planners dedicate to ensuring everything runs as smoothly as possible?
Think about an event in terms of a play or a production, because that’s essentially what it is. There is a script writer, director, stage crew, actors, and audience. There are practices, dress rehearsals, and then, the final performance. In the end, the goal is to satisfy your audience and gain new fans.
Here at ShareFile, we are involved in many events on a monthly basis, including trade shows, sponsorships and charity fundraisers. In my role in marketing and events, I have the opportunity to work behind the scenes, and in doing so, I have learned that there are three basic fundamentals of event planning:
Start planning well in advance. There are many details that need to be worked out early on to make the show run efficiently. Consider the following crucial questions in planning: What would you like to present or offer to your customers, prospects or partners? Who will be the best representative(s) to send to an event? How much are you willing to spend? What would you like to take away from the event? Once these plans are solidified, you can begin taking action.
Organization is key. In order to put on the best show possible, you have to know the script like the back of your hand. Prepare your entire agenda early on and be sure to file copies of all contracts, invoices and statements. It is also important to consistently stay on top of small details such as filling out registrations, arranging for travel, ordering equipment, and preparing sales materials. This will alleviate last minute stress and issues that come with poor scheduling and budgeting.
Be prepared for anything. In any event, there is the risk of your key players (whether they are actors or sales reps) having last minute emergencies. Sometimes, improvisation is the best solution. Your speaker is late? Entertain guests in the meantime and offer giveaways. Your shipping doesn’t arrive on time? Have your reps rent equipment until you can overnight a backup set. It’s always important to be flexible and forward thinking when the unexpected occurs.
Interested in learning more about some of the events ShareFile is involved in? Keep an eye out on the blog for recaps of some of our upcoming trade shows and sponsorships!