To many casual observers, or even attendees, producing and putting on an event does not appear to be that difficult. Indeed, if all one wants to do is put on an event, that may be true, but if the goal is to have a well run, well planned and well produced program, there are many things that go into its creation.
1. Before any event should even be planned or negotiated, it is essential that the organizers decide what its objective is. Depending on what one wants to do, and what its goals and events are, will determine the best way to then proceed.
2. One of the first things that is needed is to effectively negotiate favorable terms for the program. Organizers must determine if they anticipate many people staying over and requiring guest rooms, if there will be Food and Beverage provided, and if so, will it be included in the attendee's cost for the program (often referred to as the Registration Fee), or will it be sold as tickets, or will food and beverage be of the on your own variety. What kind of Audio/ Visuals will be needed? How many meeting or breakout rooms will be required? What size (how many people) will each room be accommodating? Will there be a need to provide any complimentary accommodations for any lecturers, organizers or honorees? What kind of facility will be needed? Other than meeting and banquet rooms, what else is needed for this conference? Is the type of facility or its location a major factor? What is the total budget for the event? Is this going to be a fund raiser, a break even, or a subsidized event? What is the target figure for the registration fee for the attendees?
3. Who will make the decisions regarding this event? Will it be the Chairperson, a Committee, or a larger group? How will monies be collected and reported? Who is responsible for each aspect?
4. There is a need to set up a detailed Action Plan far in advance. This should clearly spell out all responsibilities, goals, and actions that are needed. It should accompany a time line for tasks that are needed to be accomplished by a specific date, as well as best to review on an ongoing basis, to assure that everything is progressing as desired.
5. How is this event going to be marketed? Again, a specific Marketing Plan including both responsibilities, a time line and tasks must be established, and there must be included sufficient time to promote the event. Generally, promotion and marketing should begin with a "Save The Date" promotion very far in advance, and numerous and continuous follow ups. Too many organizations begin their marketing and promotion of their events far too late, especially if travel and a substantial expense to the attendee may be involved.
6. Professional event planners understand that there is always a need for contingency, or backup plans. Invariably, something changes unexpectedly, such as weather, speaker cancellation, additional items added to the program, etc. Organizations must realize that it is better to add something additional to a program than to take something out that an attendee expects to be receiving.
7. When budgeting for this event, revenues should always be based conservatively (under-anticipated) while expenses should be over-anticipated. That is the only fiscally responsible way to plan.
8. Organizers must create a priority list, so that if changes are needed, they have an organized manner to decide what is most important to maintain, and what it would be best to eliminate (if necessary).
9. The Event Chair must regularly review with his Committee Chairs regarding their progress, and keep on top of any possible eventuality that might impact the success of the program.
10. As the event nears, more regular contact and more detailed review and evaluation is necessary. One of the main reasons that adequate earlier review is worthwhile is that it makes this step far more predictable, easier and more efficient.
If an organization decides to use an Attendee Survey, they must have it prepared professionally, to assure that the questions do not provide a bias or prejudice. These surveys optimally should be distributed and collected at the end of the event, to provide maximum benefit to the organization.
Organizations that follow these simple steps listed above, and then personalizing the procedure in depth for their organization and specific event, almost invariably have more successful, consistent, and satisfying programs. If an attendee is satisfied, there is a great probability that he will seriously consider attending in the future.
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