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Welcome to the second of our five blog series looking at event planning in general, but also following our journey of putting together the 2023 StepFWD Awards that took place in November 2023.
As we celebrate the milestones of our event planning journey, it's fitting to delve into the core elements that lay the foundation for all successful events, step-by-step.
Event Planning. Step-By-Step
No matter the size of your event, by celebrating milestones, fostering connections and creating memorable experiences - event planning becomes an art that combines creativity, precision and strategic thinking.
In the previous blog (linked here) we looked at the very early stages of event planning (No's 1-5), so with this blog, we're going to build on those, moving closer to the event so it's now around 9 months away and we're looking to solidify the infrastructure.
Here (and across the whole series), we'll continue to explore the critical aspects of event planning but this part looks specifically at vendor selection, marketing, accommodation, ticketing and registration and the early development of the event schedule.
#6 Vendor Selection
The success of any event hinges on the quality of vendors chosen to bring your vision to life.
Whether it's catering, audio-visual services, security or decor, selecting reliable and skilled vendors for your essential services is non-negotiable. As we touched upon in the last blog, some of these may be obtainable via the venue you choose which may save you time and money.
For all the aspects of the event, eventually, you will need other people to help you. Begin by researching potential vendors, considering their reputation, past experience and client reviews. It's also worth keeping in mind the scale of the event you're planning.
Some vendors might only have limited resources, so if you're planning an event on a large scale, then you don't want them biting off more than they can chew which can lead to problems down the road.
Requesting detailed proposals and conducting interviews can provide valuable insights into their capabilities and compatibility with your event's theme.
Aim for a diverse vendor portfolio to ensure all aspects of your event are covered. Establish clear communication channels, expectations, secure agreements and a detailed contract to avoid misunderstandings.
Collaborative partnerships with vendors foster a seamless execution, contributing to a positive experience for both organisers and attendees.
#7 Marketing Strategy
Building anticipation and attracting the right audience are pivotal elements of any successful event and that can't start early enough.
At 9 months out, it's around this point that the event will be starting to take shape so you can begin to craft a compelling marketing strategy which involves understanding your target audience, identifying unique selling points and leveraging various channels.
Social media, email campaigns, influencer partnerships and traditional advertising all play crucial roles in spreading the word and these should ramp up as the event gets closer to create hype.
If, like the StepFWD Awards, it's an annual event, you've also got previous attendees, sponsors and winners to tap into.
Utilise visually appealing and cohesive branding across all promotional materials to create a consistent identity for your event.
Implementing early bird promotions, exclusive sneak peeks and interactive content can boost engagement and drive ticket sales.
Don't forget to track your marketing efforts and adapt strategies based on real-time analytics to optimise results as the event gets closer.
#8 Accommodation
For events spanning multiple days or involving attendees, VIPs or speakers from out of town, accommodation may be a key consideration. Whilst it won't always be necessary but when it is, it requires the same level of detail.
Partnering with local hotels or negotiating group rates can enhance the overall experience for attendees.
Ensure that the chosen accommodations align with the event's theme and are conveniently located to facilitate easy access.
Create a clear communication plan regarding accommodation options, reservation instructions and any exclusive deals negotiated for attendees.
Providing this information well in advance contributes to a stress-free experience for participants, allowing them to focus on the event itself rather than on logistical concerns.
#9 Ticketing and Registration
Seamless ticketing and registration processes are the backbone of any successful event.
Utilising user-friendly platforms not only simplifies the attendee experience but also streamlines organisational tasks. If you can build ticketing into your own event website, even better.
Implementing tiered pricing, early bird discounts and group packages can incentivise early registrations and boost overall ticket sales.
Once you think you have it ready, test, test and test again! If it's done electronically, use different browsers, smartphones and different operating systems to ensure it runs smoothly.
If you're using manual tickets, ensure they have anti-fraud protections and you have identified outlets for them to be purchased.
Be sure to integrate secure and efficient payment gateways to instil confidence in your attendees.
Collecting essential information during the registration process helps in planning logistics, such as catering (i.e any dietary requirements) and seating arrangements.
They'll also help you identify locations, demographics, etc. which will help with your advertising and marketing.
Regularly update attendees on event details, send confirmation emails and provide a helpline/email/support for any registration-related queries to enhance customer satisfaction.
#10 Event Schedule
Even 9 months out, crafting a well-thought-out event schedule is essential for maximising engagement and ensuring a smooth flow of activities when the time comes.
Even in these early stages, begin by outlining key moments, such as keynote speeches, panel discussions, breakout / interactive sessions, awards and entertainment segments.
Even if you don't know WHO will be speaking/performing, you'll know there's going to be a timeslot for them so outline the schedule as early as you can.
Allocate sufficient time for comfort breaks, meal times, networking sessions and any unplanned contingencies.
Consider the spatial layout of the venue when creating the schedule to minimise attendee movement and enhance overall event accessibility.
Leverage technology for real-time updates, interactive maps and personalised schedules through event apps.
Where possible, incorporating feedback from previous events can help refine future schedules and improve overall attendee satisfaction.
Conclusion
"Know well the condition of your flock, and pay attention to your herds, for wealth is not forever; not even a crown lasts for all time." – Proverbs 27:23-24
As we celebrate the T-minus 9-month mark of our event planning journey, it's consistently clear that the success of any event lies in the meticulous planning and execution of its infrastructure and it gives you a stronger foundation on which to build.
From vendor selection to marketing strategy, accommodation, ticketing and registration, and the event schedule, each element, not to mention the 5 in the first part, collectively all play a vital role in creating a memorable and seamless experience for attendees, even at this stage.
Remember, the art of event planning of any kind is a dynamic process that requires adaptability, creativity and a commitment to continuous improvement.
By mastering these core elements, you'll not only celebrate successful events but also lay the groundwork for an enduring legacy in the world of event planning for many years to come.
Next time, we'll be around 6 months out and, with the key elements in place, we will be looking at starting to fine-tune the event, so don't miss it!
We hope you enjoyed this second part of our Event Planning blog series but we'd love to know what YOU think. Have you any tips of your own you've learned when planning your own events? Have we missed anything? What things do you consider in terms of marketing, ticketing or schedule that you think are vital? Let us know in the comments below. Be sure to sign up for our P45 newsletter, follow us on social media (all linked at the very bottom of the page) and check back here regularly for the rest of the blogs in this series and the many others we have on the site.
If you need any help from us, please take a look at our webpage on Event Planning and get in touch and let's have a conversation. #BelieveInSuccess
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