Five tips to implement your best event yet
Flawlessly-executed events can look effortless, but they seldom are just that. Seasoned event planners know that the secret sauce to a successful event is in the details, and more specifically, the planning details. Successful events can be difficult to execute, but when done well, can be the talk of the town (or social media) for days or even weeks following the date of the event. Here are five tips to implement for your best event yet – no matter your industry.
Plan ahead. The most successful events find their first wins in the early-stage planning details. Laying a solid foundation is key to the rest of the details coming together in a timely and orderly fashion. Set a feasible timeline, identify key stakeholders who need to be involved in the planning process and set regular touchpoints to ensure clear communication among stakeholders and to ensure that event deliverables stay on track for a timely delivery. For larger events, a timeline of 4-6 months (minimum) in advance is recommended. For smaller events, a timeline of 2-3 months in advance could suffice.
Visual identity is key to developing your unique event brand. A well-branded event is key to standing out in the crowd. It also ensures that signage, printed and digital collateral all align to present a cohesive visual identity for the event. Consider fonts and color schemes, as well as what brand identity you desire to portray with each creative element. Does polished and professional best describe your ideal visual identity? Or perhaps bold and eccentric is a better fit for your brand? Depending on preferences, branding elements may shift or change – and that’s ok!
As you plan your event and design the brand identity for your event, note any areas that you can be especially intentional about leaving a unique mark. Can you create a one-of-a-kind reception experience that will have your attendees raving about your event long after it concludes? ASC client KPM Group DC recently made a unique mark on their inaugural The Business of Rare Policy Summit by combining their CEO’s passion for quality wine with the desire to leave a lasting impression on their guests’ Summit experience. The result was A Rare Pairing, which was the name chosen for a post-event wine tasting and social gathering. Providing a one-of-a-kind guest experience in the form of a wine tasting wrapped up the day’s activities in a lovely, memorable way.
Partner with the best vendors. The event planning process will typically necessitate the engagement of multiple vendors. From audio-visual and printed collateral to food, beverage and venue needs, there are plenty of needs to consider. Partnering with helpful and seasoned vendors can be a key ingredient to a successfully-executed event.
Need complex audio-visual support? It can be wise to partner with an experienced vendor who specializes in providing the specific services you need. Looking for a photographer to capture priceless moments? Ensure the individual you select has the necessary level of experience, the ability to deliver event photos in a timely manner and alignment with your event’s branding desires. Ordering signage or other printed collateral? Pick a vendor who is known for great customer service and timely delivery of event collateral. As deadlines loom and last minute needs arise, you’ll be relieved to have selected vendors with a penchant for meeting your needs in a timely and professional manner.
Incorporate speakers and sponsors of the event into your marketing collateral. People generally enjoy sharing about the things they’re involved in, both personally and professionally. Incorporating speakers and sponsors into event collateral can be a powerful way to engage these individuals to help organically spread the news about your event. As speakers and sponsors see themselves tagged or mentioned in content, they can reshare links and visuals that can further spread the news about an upcoming event.
Consider the benefit of an event-specific website to amplify the speakers and sponsors of an event. Adding names, titles and photos of speakers to an events website where curious visitors can preview an agenda and see who will be the stars of the show can drive traffic and engagement to a helpful resource for interested individuals. It also gives them a digital link that they can share with friends, family and colleagues who might be interested in learning more.
It can also be helpful to understand what motivates your sponsors. Do they want space on printed and digital marketing collateral? Would they enjoy a moment to share about their reason for supporting your event – either in person or via video? Keep these things in mind as you engage prospective sponsors and create your marketing collateral. Well-placed sponsor logos or speaker highlights can create a positive PR ripple effect that can delight both speakers and sponsors.
Curate content for post-event marketing purposes. Most efforts with event planning revolve around essential elements for the day-of an event, but don’t neglect the importance of planning content for post-event recap marketing opportunities. Plan to capture video and photos of the event, and have a detailed plan for the distribution of collateral that documents the activities of the day. This is a key opportunity to recap the event with attendees and to also remind those who did not attend what they missed. Event photos and videos can be utilized in post-event email recaps, to refresh website content and to bolster social media engagement long after the last guest leaves.
“An event is not over until everyone is tired of talking about it.” – Mason Cooley
