Many organizations end up turning to event professionals, often reluctantly, because they finally come to the somewhat obvious conclusion that their events need upgrading in at least certain aspects. They realize this because of indications such as dwindling attendance numbers, skyrocketing pricing, negotiation inefficiencies, lack of preparedness for the inevitable contingencies, onsite challenges, marketing and promotion errors, etc. At that point, many organizations who have attempted, some quite successfully in the past, to run these themselves in- house, decide to take the leap, and consult with professionals. It is important, however, for these groups to realize that all event planners and professionals are not equal, and often do much different things, have varying specialties, etc. Organizations must realize that there is far more to effective and professional event planning than simply being a glorified party planner.
1. A professional should make the entire process easier. He should be able to meet with the organization's event committee, and fact- find to discover exactly what the purpose of the event is. A true planner does not use a one size fits all system, but rather customizes his planning to the needs of the organization.
2. Before a planner begins, he must know and understand the group, its needs, requirements, and create an organizational flow sheet to assure all details are planned optimally.
3. One of the biggest challenges to many events potential success is the degree of thorough and professional negotiations. A truly professional event planner must be a superb negotiator, and have the ability to maximize the results of negotiations to the needs of an organization. He must have the ability, and be willing, to do necessary research and homework to create a win- win negotiations plan that achieves the best possible pricing while also maintaining perceived value, and thus enticing attendees.
4. The planner must be able to create a number of flow sheets, one used for marketing, one as an internal document, and one with assignments and timetable requirements. Planning must maintain the integrity of the event, while creating some sizzle to differentiate the event from the rest of the pack. I recommend that events be promoted on the basis of being value oriented and enticing.
5. The professional planner must be willing to offer an organization a no net cost guarantee. That means that regardless of the planner's fee and charges, the organization receives benefits, savings and verifiable advantages that far more than offset any expenses. If a planner is indeed professional, he should be more than willing to offer this guarantee. Doing this offers the group peace of mind, while proving that the event planner is confident in his skills and abilities.
6. Event planners must have predetermined and expert contingency or backup plans. The reality is that something generally does not go exactly as anticipated or planned, and often the difference between success and failure is contingency planning.
7. An event planner must create a marketing plan, and have the group organizers agree to it, in advance. This plan must rely on numerous ways to market an event, and not to over- depend on one form or medium. Too many organizations today have come to over- rely on digital or electronic marketing, and that over- reliance often has detrimental impacts on the marketing efforts.
8. A true event planner should be available on- site when the event takes place, to assure that everything runs smoothly, and that everything agreed upon is in fact received.
There are quality event planners out there, but an organization should use the above needs as a preliminary guideline to assure it receives what it needs. Some groups do not need all these services, while others need even more. Make sure that the event planner listens carefully to both your needs and the organization's heritage, before it offers you a recommendation. True event planning must always be customized.
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