Home FEATURED NEWS Everyone is a master at organising events

Everyone is a master at organising events

Oct 8, 2023

conventa_crossover — Photo Credit: Marko Delbello Ocepek

“Would you let a bricklayer perform surgery on you? Would you let a butcher build your house? Would you let a chimney sweeper fix your computer? Would you let a football player organise your event?”

I often witness situations that occur because people adopt an unprofessional approach. Below are five scenes that would be completely different and less unpleasant for attendees were they organised by professional event organisers.

Scene 1: An event organiser rented an incredible, high-quality LED screen. A superb AV team offered technical support during the event. Alas, the event organiser decided to let a member of the executive board design the presentation. They made the PowerPoint presentation as best as they could. Schoolchildren could have prepared a more aesthetically pleasing presentation. Investing in the LED screen turned out to be a senseless purchase.

Apropos: A professional event organiser/architect would ensure the presentation was interactive, create great scenography and hire a VJ to merge sound, image and video.

Scene 2: An organiser rented the best hall in the city but, in the end, decided to leave the moderation to a member of the executive board. Amateurish event moderation looked worse than your typical end-of-year school celebration. As part of the programme included an award competition, the central part of the event turned into a tiresome wait to the bitter end.

Apropos: Professionals believe in the capabilities and impact of a professional event moderator. They play a vital role. In addition, event organisers know that 1 hour of an event programme requires 15 hours of preparations. No event can work without a great script, and no award ceremony is complete without good moderation.

Scene 3: An event organiser raised the attendees’ expectations by promising a gala dinner. Although the tables were set for a gala dinner when attendees arrived, the drinks were already on the tables. Appetisers waited for them on the tables, but they had to go to another room for the remaining courses, where most stayed. Instead of the gala dinner building energy, it destroyed the event in the blink of an eye.

Apropos: Professional event organisers have unmatched experience and know how to offer advice about the suitability of a format and the culinary experience. Informing attendees about the dinner format and dress code is pivotal for ensuring their satisfaction.

Scene 4: An event organiser decided to make two reception desks for two connected events. That resulted in confused attendees who wandered between both receptions, looking for missing information in vain. It is hard to correct the first and last impressions.

Apropos: The first contact of an attendee with an event is digital today. Thus, professional event organisers use countless ways to make the first impression fun, professional and contactless.

Scene 5: An organiser of a boutique event decided to collect the fee for dinner in cash. That is acceptable if they organised a weekly meeting of friends, but entirely inappropriate for a public event.

Apropos: Professional event organisers ensure an event’s finance is managed in accordance with local legislature and tax regulations. Partnering with professional event organisers guarantees transparency, especially if public funding is involved.

I could continue listing similar situations forever. These examples are only a part of the broader answer to why we need event architects. Their job is to focus on the content, strategic event goals and creating added value and ROI. Event architects use a range of tools to make events better with the ultimate goal of meeting the needs and expectations of attendees. In other words, we want to make events better.

As I wrote before, everybody believes they know all about event organising. Not knowing the basic principles of event organising can turn into panic and improvisation. That leads to unpleasant situations. The truth is that there are daily, almost routine events where an event agency is not needed. Usually, clients have a perfectly competent team to organise them. You can execute such events independently with a healthy dose of creativity, preparation and organisation.

“I learned we are part of the problem. As event agencies, we do not argue why clients should work with professionals who can play a pivotal role in their company’s growth.”

After speaking to a colleague who happens to be a potential client, I learned we are part of the problem. As event agencies, we do not argue why clients should work with professionals who can play a pivotal role in their company’s growth. The usual solution is to make generic claims that we bring expertise, improve ROI and know all the suppliers.

The client only realised the advantages of hiring an event agency when faced with concrete questions that changed his approach. The benefits of hiring an event agency are rich experience in event organising and a team of experts who complement one another, creating an excellent event together.

To help event agencies in similar situations, I have selected a few questions you can ask event organisers. The list goes on and can be expanded if needed.

1. Were the goals and purpose of the event clearly set and written in a form understandable to both attendees and the organisers?
2. Did you inform attendees about the added value of attending your event?
3. Did you define the target group and make a profile of the ideal participant?
4. Is your database of potential clients up-to-date and trustworthy to ensure you reach your target group?
5. Did you gain consensus to invite attendees to the event in line with GDPR legislation?
6. Will the entire event communication comply with GDPR legislation?
7. Do you have an efficient CRM system for direct communication with attendees which supports sending direct emails?
8. Does the event have a unified image coordinated with the holistic visual image of the host and client?
9. Do you have a detailed script and protocol for the event?
10. Did you check whether other competitive events will take place during your event?
11. Do you have a communication strategy for social media platforms?
12. Do you have the tools and techniques for engaging attendees at the event?
13. Did you select a moderator for the event and prepare texts for them?
14. Did you consider the communication style with attendees after the event?
15. Do you have a methodology for measuring the event’s effect?
16. Do you have gifts for participants?
17. Do you have a music selection for the event?
18. Do you have a visualised and thought-out scenography?
19. Do you know how to create compelling sales pitches and direct newsletters?
20. Do you have an event website that will have an anchoring effect?

Selecting the right event agency is the key to success

These are only a few questions you should answer when organising your own event. Perhaps it is best to ask an event professional for their opinion when preparing an event brief. They will undoubtedly help you focus your thoughts and give you the right answers.

Reducing costs and the alluring idea of organising an event by yourself should not be the only criteria when planning an event. Nowadays, event agencies incorporate a range of interconnected know-how, new marketing technologies and a toolbox of solutions to make events perfect. No matter the expertise, a client can hardly match the entire spectre of modern event management. Sometimes, clients need help – that is where event agencies come in.

A sports analogy helps to clarify the benefits of event agencies. A great football team works in tune and follows the unus pro omnibus, omnes pro uno principle. This reciprocal approach summarises the work of an event agency. The best event agencies know how to motivate their internal and external coworkers and lead them to victory. And the details make a big difference on that path.

In an era of event hyperproduction, selecting the right event agency is the key to success. You should include them in your next event to ensure victory!

Article by Gorazd Čad