Customize Event Planning

Many organizations face the challenge when conducting events that there is little transition from event to event, and few of the planners continue to be involved from year to year. Because of this, and the fact that many organizations seem to under-estimate precisely what is involved or needed in coordinating and planning an event, many times individuals with little experience (and even less expertise) take the lead.

Often, this creates a situation where things that should be repeated are not, and things that need tweaking or revamping are neglected and/ or overlooked. Events and organizations are not a one- size-fits all scenario. In most cases, each organization has its unique set of needs, peculiarities, specifications, and customs. If an inexperienced planner simply tries to "copy" what he's seen somewhere else (and liked), it often is not received the same way. It is for that reason that when an organization plans an event, it is essential that all involved have a clear cut idea and vision of the needs, reasons, etc. of that particular event.

1. In most cases, running an event, especially a multi-day event like a conference or convention, must be a balancing act between the financial aspect and the program itself. Professional event planners should be, and are in most cases, trained to create balance and harmony by emphasizing the theme of "perceived" value, which is what an attendee or potential attendee perceives as most essential and valuable. Professional planners are generally capable of tweaking menus to create the best possible balance between value financially and a well received event. Many novices, for example do not spend sufficient amounts of time creating a well formulated flow sheet, or paying particular attention to details.

2. In many cases, the key to a successful event begins with the negotiations. While even the foremost negotiations will not guarantee a successful event, a poor result from the negotiations will generally spell disaster for that event. Professional event planners prioritize their negotiations with what is most important to the organization that they are representing, instead of just going after the usual and customary concessions and agreements. How important is food and beverage for this event? Where is the price line where price becomes a resistance or sticking point? How many of the attendees will require accommodations and what is the major consideration (price, room, amenities)? How about audio-visual needs?

Event planning is rarely as easy as it appears to the casual observer. Inexperienced organizers often err by over- weighing their personal likes and dislikes, as opposed to what is most important the organization and/ or the potential attendees. A great event planner not only has considerable experience, but more importantly essential expertise. In addition, the best event planners must always be effective listeners.