- Amy Nebons owns event management company Blink Events LLC.
Phase 4: EVENT PRODUCTION: “I am ready to make my Apple Pie!”
This is your time to shine; where all your hard work is brought to light! Your goal here is to deliver a flawless event from the eyes of the attendee. There will always be things that come up that you did not plan for during the event itself; that’s the nature of the beast. The best way to avoid the stresses that come along with these minor glitches is to delegate the event production work to a hired professional. They are experienced in this realm and know how to address the unexpected. Your event planner often can double as your producer or depending on the complexity of your program, you might decide to hire a more specific type of event producer. Whoever you choose, the choice to invest in this individual is worth its weight in gold. Your job is to celebrate the hard work you have done putting this event together by enjoying the event stress-free.
If you decide you would rather keep the event production work in-house, choose an individual who is level-headed, resourceful and great under pressure. Establish this person as the boss of the event early on, so everyone knows whom to report to on event day matters. Always ensure this person is over-informed on all changes that are made. They should be the eyes and ears of the event at all times.
Phase 5: ROI MEASURMENT: “How did everyone like my Apple Pie?”
After the event concludes, this is your chance to analyze the strategy you developed during Phase 3. Generally ROI is something that will be measured over the long-term, but there can be a lot of useful data generated before, during and after the event that will help you to gauge the overall reception.
Social media & Surveying: Take the conversations that have been created and analyze them to determine what your attendees responded to the most. This data will help you to create valuable follow-ups to your attendees and will inform you on what your customers are wanting to see more of. Use this data to organically focus the direction of your marketing strategy.
Surveys can be somewhat archaic and the response can often be spotty, it is still advised that you take the time to distribute them. Any information you do receive back will be useful in gauging attendee reception.
Analytics: There are many tools that can be put into place that will provide you with detailed analytics on how your event was received. Employing these devices might make a lot of sense for some events but little sense for others. It will be during Phase 3 of planning where you determine what will work for you event.
This concludes our four-part series on planning a successful event! Please let me know if there are any burning questions that need to be addressed!
Next time we talk about one of the biggest fears when it comes to event planning: The Fear that NO ONE WILL COME! We will discuss different ways to ensure your event doesn't flop!
Until then reach out with any questions!