The most successful events don’t start with deciding the color of the linens, inviting a speaker or entertainer, or choosing the menu, but with comprehensive upfront planning. Whether the event is a training workshop, conference, trade show, incentive event, or gala, taking the necessary time to complete these steps at the beginning actually saves time and money and ensures a more successful event.
In my mind the most important step in creating an event is setting effective objectives. The time you spend upfront will save hours on the back end. This is the crucial in determining what you event will look like or even if it should be held.
The goal is the big picture, such as holding a banquet or trade show. The objectives are the desired outcomes. Goals and objectives are the framework that will influence every aspect of your event including the budget, appropriate venue, date and time, marketing plan, décor, speaker or entertainer, the registration procedure and other event functions.
An unexpected benefit of developing comprehensive goals and objectives is that new ideas can rise to the surface, leading to an even more dynamic event.
Don’t rush the process. Think through possible objectives and consult with your stakeholders. Here are some sample questions to ask yourself. Why are we holding the event? What do we want the attendees to experience, to remember, to take away, or to take some form of action? Why would people want to come?
Goals and objects must be in writing. Once you have listed the event objectives, determine the steps or methods you will use to achieve them. Finally, write out how you will measure whether or not the objective was successfully met. This becomes a working document that will be used at every stage of the planning and implementation process.
When you know your objectives, develop the event budget. Look at each objective to determine what, if any, impact it will have on the budget. If successfully achieving a specific objective will cost more than your budget allows, what adjustments can be made to stay within budget, yet still accomplish the core of the objective.
Review the goals and objectives as the guide for developing your marketing plan. Who will be invited? Is the event open to the public or is it only for staff? How will you promote the event? What is the registration procedure?
It is also important to develop a comprehensive timeline. It should include all tasks, who will be responsible for each and when the task should be completed.
Once these steps are finished, distribute the documents to the appropriate stakeholders. At this point, you are ready to begin planning the event logistics.
For more information visit The Perfect Occasion LLC or call 402.261.6738.