By Erica Wenham, Wednesday 06 February 2013.
Public Relations Practice & Skillset (Week 17)
3 Golden Rules of Event
Management
1.
Begin with end in
mind (right to left)
2.
Put first things
first (priorities not trivia)
3.
Be proactive (you
have to make it happen!)
Phase 1: Budget (Click here
for previous post regarding the financial/budgeting aspect of successful event
planning and management)
Phase 2: Stakeholders – Who’s
invited? Who needs to know about the event? etc.
Phase 3 & 4: Venue and
Theme
·
Central to
effective events
·
IF “venue, venue,
venue” is the equivalent of “location, location, location” in estate agency...
·
Theming should
align company/product with immediate and ultimate target audiences
Phase 5: Location &
Logistics
·
Can they get
there? In reasonable time? At a reasonable cost?
·
Would they want
to try to attend the event in the first place?
·
In some ways,
this is the most tricky hurdle of all...
·
...If no one can
locate/attend the event, there will be no event at all.
Development: The Brainstorming Process
·
Define event
parameters
·
Form a group of
event stakeholders and colleagues
·
Brief
context/parameters
·
Generate
concepts/ideas
·
Shortlist ideas
that align with event needs
·
Evaluate/prioritise
options
·
Choose/refine
event concept
Idea Evaluation: The Three Tests
·
Vs. Marketing
screen: Is the target audience likely to respond favourably and in the desired
direction;
·
Vs. Operations
screen: Are the necessary skills and resources available/obtainable;
·
Vs. Financial
screen: Is the necessary funding available?
The Planning Process
·
Research venues
for versatility and suitability, technical issues, conference/syndicate rooms,
food and beverage options, a registration area etc.
-
Availability
including set up/pull down
-
Accommodation
-
Catering
-
Liaison and
negotiation
-
Databases
·
Always: Confirm
by telephone AND in writing/by fax AND check fax is received.
·
Communicate to
whom needs to know… Keep a record of all conversations.
·
CHECK
·
AND DOUBLE CHECK.
The Marketing Process
·
“Bums on Seats” –
If nobody knows about the event, nobody will attend, no event will be staged
and no success will be achieved.
·
Applies equally
to hosted (free) and commercial events
·
More than
‘pushing out a few posters and hoping for the best’.
-
Invitation design
and production
-
Qualify databases
-
Direct mail
-
Telemarketing
-
Promotional
campaigns
-
Customer and
supplier liaison and management
-
Speaker selection
-
Event materials
and documentation
-
Budget control
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