Event Planners Must Understand Their Group

As a conference, convention, and event planner, negotiator, and organizer for well over thirty years, I have never ceased to be amazed by the large percentage of individuals involved in these activities that seem to follow the "one size fits all" type of philosophy. The greatest and most effective event planners understand that every group has its own needs, philosophies, priorities, demographics, financial needs, and goals that must be addressed prior to even commencing the actual planning phase for any event. It is important to remember that what may be a great idea for one group is not so for another, and thus all event planning must be individualized. Of course, there are certain rules of negotiating, as well as organizing details that is generally transferable from one event and group to another, but those will have limited value unless the event is first tailor made for the specific group.

1. What are the needs of the group for this event? Is it solely fundraising in nature, or completely social, or to perform some sort of essential business? Or, is this event a combination of these needs? An event planner must fully understand and have articulated these needs before beginning the process.

2. What is the organization's philosophy? What is its culture? What specific things are needed for this organization, and this event?

3. How would one state the top priorities? If there are multiple priorities, how would you balance (or prioritize) these?

4. What is the organization's demographics? What are the demographics of previous attendees? If these two differ significantly, then perhaps there is a need to clearly understand why the same demographics do not apply to both the organization and the event attendees? How might that difference impact how the structure and nature of this event could be evolved or tweaked, in order to broaden the appeal, without turning off those who currently attend?

5. Never proceed before the first four items are addressed seriously, and then create a detailed budget, including conservative revenue projections, and worse- case scenarios regarding expenditures. Is this event for fundraising, and if so, what is the goal? How might that impact decisions made? Event planners must prioritize and create both value and perceived value, by effectively negotiating all details. There is rarely a situation where financial success is based entirely on one item, but rather it is necessary to address multiple small savings possibilities to optimize the success of the event.

True event professionals work fastidiously to address all areas and potential obstacles. One of the major reasons that some events end up with better results (and that is defined by the specific needs of the particular event, group, etc., as discussed above) is because of the attention to detail, in an organized and proactive manner.