I was recently talking about my work history with my wife, Elise. I told her about my job as a short-order cook at Bill Knapp’s. In a very short period, I had worked my way around the various stations and often ran the kitchen. Not bad for a 17-year old.
Events are content goldmines; unfortunately, event planners and sponsors don’t realize what they’ve got.
Brands and agencies spend a lot of money on sponsorships. Sometimes it's for charity. Sometimes it's for engaging existing and potential customers. In either case, there is a huge opportunity just waiting to be unearthed.
40% of engagement happens BEFORE an event. Another 18% happens AFTER an event. Event planners and sponsors need to look around and find all the interesting things to share during this time.
This was the question posted on an event forum by a newbie. My immediate reaction was to laugh out loud. Even seasoned event professionals with a legacy event struggle with this. After I stopped laughing, I decided to use this question as a challenge. First things first, I started by reframing the question:
“What are the elements that have to be addressed to improve the odds of my event being successful?”
To be clear, by successful, I mean financially successful. Woodstock was well attended, but the promoters went bankrupt. Attendance cannot be THE measurement of success.
After any big event, there is a hangover. You get invoices paid, you’re looking over recap reports and feedback from attendees, and then it hits you. You simply don’t have the motivation to do another thing.
Thinking about the next year is exciting. You know there is a lot to do and you want to act while things are fresh in your head, but a comfy chair while binge watching Netflix is the only thing you can do.
The time to plan for the end of your event is at the beginning. Event planners can envision what their event looks like when the curtain goes up, but what about when the last piece of garbage is picked up?
I’m painfully aware while typing this blog that I’m a hypocrite. I just wrapped up my latest event Brandemonium and I’m just getting started on the end. I should have had the online survey, thank you letters, and site updates completed last week. I should have put this event to bed so I could actually sleep. Going through ‘to do’ lists has the opposite effect of counting sheep.
I’m working on a big event and it’s less than a week away. Needless to say, I’m understaffed and overwhelmed. One thing is for certain, event deadlines keep you honest.
I’ve worked in other industries, but there is nothing quite like an event deadline. You don’t promote a festival that is “Coming in Summer of 2018.” Event planners publish specific dates and times and that’s that.
Why do they do it? Why do people agree to perform or volunteer only to bail at the last minute? Welcome to a nagging variable event planners face: The Flake Factor.
There are warning signs. If the person is from out of town, they never get around to making their travel arrangements. If a request for information is emailed, they never reply. It’s bad enough to make a commitment and then back out, but why string the event planner along?
There has been a lot of talk lately about creating smart cities. What exactly is a smart city? No one really knows, but the idea is this: All aspects of a city are online and integrated to make it efficient and easy to navigate.
When planning my first major event, the one thing I did not anticipate was the need to build consensus. I figured I would tell people about the MidPoint Music Festival and everyone would jump on board. I was very, very wrong.
I remember pitching potential sponsors, the venues, the media, etc. and walking away very frustrated. I was baffled by the negative or ambivalent response; however, I kept at it. It was not because I had a tough skin. I just wanted to see the idea become reality.
As people change their preference from buying things to buying experiences, the number of new events is growing rapidly. According to IBIS Word, the event industry currently boasts an annual growth of 4.8%. Since there are only so many days in a year – and hours in a day – it’s getting harder and harder to find the right time to have an event.