Five Essentials For Successful Event Planning

In my career, which spans more than three decades of direct involvement in the events industry, having effectively negotiated and conducted hundreds of events, I have met numerous others who either portray themselves as, or really consider themselves event planners. It is important to understand that an effective event comes about only when it has been planned professionally and thoroughly, and all aspects have been considered. Although this article is simply a summary of what's needed (at the bare minimum), there are always five essentials to assure even a probability of having a consistently effective event. These five steps are: (1) Prepare a complete and meaningful Request for Proposal (R.F.P.); (2) Thoroughly explain your needs; (3) Do your homework; (4) Develop personal/ professional relationships; and (5) Always use a win- win negotiating philosophy/ model.

1. It all begins with the Request for Proposal. Before this can be submitted, the planner must fully understand all the needs for the event, based on both historical evaluations of previous events and a vision of what the event will be about, including its goals, anticipated attendance, financial implications/ budget, etc. Many disagree on how thorough an R.F.P. should be, where some think the initial document should be simply a weeding out technique, while others, including me, believe that a thorough document from the beginning demonstrates both professionalism and a seriousness of purpose and focus. Venues want business, but only if it makes sense for them, and the planner that is able to mesh the needs of the group with the needs of the venue, always has the best results. Too many groups underestimate the significance of this process.

2. The best event planners are those who maintain absolute integrity, throughout the negotiating process. There are those who ask too much and those that ask too little, both of which produce less than optimal results. The best approach to be upfront about your needs, expectations, limitations, and your willingness to be flexible so that both sides gain.

3. Great event planners do their homework prior to beginning negotiations. They thoroughly understand the needs, requirements, strengths and weaknesses of the venue. They thoroughly understand costs and profitability, where there is some wiggle room, what both sides priorities are, and what alternative approaches might save the venue money (in areas that won't adversely impact the event), and thus lower the organization's costs.

4. For the event planning process, which is often a lengthy one from the beginning of the negotiating phase until the end of the event, to be a fruitful and beneficial one, an event planner must develop personal and professional relationships based on mutual trust, integrity, understanding, and effective listening. Without these relationships in place, events often suffer because of the last minute revisions/ adjustments that often need to be implemented and/ or added on. When both sides understand contingency or backup plans, everything runs smoothly.

5. By far the most important ingredient is that the entire process must be based on win- win fairness negotiating. When great negotiators are involved, both sides feel they are fairly treated, communication lines are open, and a mutual comfort level is reached. This makes for a smoother event, with everyone working together towards the common goal of having the best possible result.

Not everyone is a negotiator, and not everyone should be negotiating for an organization. When every step before and during an event is overseen by a competent and honorable professional, there is always the best possible outcome.