Foreword
When I wrote my first Events book almost 15 years ago, I never imagined that it would reach the top of the ‘bestseller’ list. Originally, the book was intended to inspire those commissioning and arranging events to organise better ones, but it soon became clear that the book was also popular in the educational world and even with seasoned professionals. In the years following the book’s publication, the event industry evolved dramatically and has now grown into a fully-fledged professional field in its own right. I am also proud that with eventplanner.net we have been able to make a contribution to this professionalisation through our books, TV shows, podcasts, websites and event software.
This book, eventplanner, that you now have in your hands is the fourth and fully revised version of that original edition. Of course, all the practical aspects of event organisation have been thoroughly updated. At the same time, I will show you how your marketing can achieve even more spectacular results, how you can better ensure the safety of your event, and how you can deal effectively with cyber security and privacy. In addition, I will also tell you everything you need to know about organising a wedding – and all this in addition to the broader knowledge contained in the most widely sold book ever written for event organisers. In short, eventplanner is a complete toolbox to turn your event, whatever it might be, into a huge success.
People have been organising events for thousands of years. Think, for example, of the gladiator contests of Ancient Rome, the Olympic Games of Ancient Greece or the sumptuous royal banquets of the Middle Ages. However, it is only during the last decade that event marketing has acquired what might
ness competitors may not immediately form part of your main target group, but they can all exert considerable influence on the company which has engaged your services. Depending on the type of event you are organising, it is sometimes a nice gesture to invite one or more of these groups to attend.
Target sub-groups
The more detailed your description of the target group can be, the better. If your first definition of the target group is too general, try splitting up the group into smaller subgroups. Decide which sub-groups you really need to invite and which ones can stay at home.
Do you really want to invite everyone who has ever bought one of your products?
Imagine, for example, that you want to organise an event for your customers. Do you really want to invite everyone who has ever bought one of your products? Of course you don’t! It is therefore useful to divide your (too) broad target group into sub-groups such as loyal customers, new customers, customers who bought something from you during the previous year, customer prospects, influencers, etc. Remember to define the sub-groups with equal care. What is a ‘loyal customer’? Someone who buys your products weekly? Or monthly? Or annually? And for what amount or volume? This will help you in your search of the customer records and will ensure that everyone involved in the project knows from the start exactly who you are talking about.
It is always useful to make a checklist of the different sub-groups. For example, when drawing up the invitation list for staff celebrations it is easy for groups such as cleaners, temps and even (perish the thought!) consultants to be overlooked.
Ask yourself whether it is wise to invite some groups – staff and shareholders, customers and prospects, etc. – to the same event. Sub-groups often have different objectives and expectations, which may make them feel uncomfortable in each other’s presence.
One or more target groups?
A homogeneous group certainly simplifies the organisation, but this does not mean that the organisation of a single event for different sub-groups should not or cannot be undertaken. Be careful, however, to weigh up the pros and
ACTION PLAN OR CALL SHEET
An action plan, call sheet or event specification is a chronological list of the activities, agreements and tasks relating to your event. Consequently, it is used to show who is responsible for what (and where) at each moment of the preparation phase. A good action plan is essential for good organisation and for the all-important delineation of responsibilities. The action plan will help you to see where problems are likely to arise and where a special approach or specific intervention may be necessary.
Ensure that a copy of the action plan is included as an annex to all contracts and agreements with all relevant parties (internal staff, suppliers, guest speakers, etc.). Provide these parties with (mobile) contact coordinates and also with back-up coordinates, in case the first contact is not available. A list of other relevant addresses/numbers for weekend services (taxis, doctors, chemists, emergency services, etc.) is likewise useful. Do not forget to include a route plan and a plan of the venue, a copy of the site evacuation plan and a checklist of things they need to bring with them on the day of the event (badges, identity documents, invitations, office material, etc.).
It is a good idea to make a template in five columns for your call sheet:
Make sure that you number the bottom of every page of your call sheet or else staple all the different pages together. The plan will eventually consist of multiple pieces of paper. If you drop them in the heat of the moment, you will be glad that they are all fixed together or that you can at least put them back in the right order!
Although there is nothing wrong with compiling your action plan in Excel, nowadays dedicated event planning software is available that offers a number of extra possibilities. A professional planning tool such as the eventplanner.net software is particularly necessary for larger and more complex events.
Do not forget that a good event experience also depends on little things, such as the smoothness of the registration process, the warmth of the initial welcome, and so on. Is there somewhere I can leave my coat safely? Can you call a taxi for me? Taking account of all these seemingly ‘minor’ aspects is known in the event sector as User Experience Design or UX Design for short.
Don’t just think in visual terms, but try and find ways to stimulate all the senses, particularly with smells and sounds. Particular fragrances and music have been shown to influence purchasing behaviour, whereas others can stimulate hunger and thirst. These are all elements you can use to create a unique visitor experience.
The hero’s journey
To turn an event into a truly unforgettable experience, you can make use of a template derived from literature. In the 1940s, Joseph Campbell discovered that the most powerful and most memorable fairy tales and stories were all based on the same model. He called this model ‘the hero’s journey’. Even today, a variant of this template is still used in Hollywood to increase the impact of modern films, with Star Wars, Harry Potter and The Lord of the Rings amongst the most recent examples. If it is possible for films, which only appeal to two of our senses (sight and hearing), to transport people to a different world and immerse them in a powerful experience, this opens up huge possibilities for events that are able to work on all five senses.
Campbell’s original model consisted of 12 stages. I have combined two of these stages in ‘the return journey’ to make the template slightly simpler for events. Here are the remaining 11 stages:
The hero’s journey
1. The ordinary world
Every hero has an ordinary world in which he lives. Superman is a journalist. Harry Potter lives amongst ‘muggles’ (people without magic powers). This normal world should be recognisable for your event participants and must stand in stark contrast with the wonderful world in which the rest of your event story will unfold. In an event, your guests are the heroes and you will transport them to a magical place where special things happen. Think back to the example of Tomorrowland that I mentioned earlier in the book. Of course, this magical place does not always have to be a castle full of wizards and for business events it can certainly be more subtle and restrained. Dreamforce, the annual congress of Salesforce with more than 180,000 visitors, is an excellent example of how you can give a business event an inspiring theme. They opt for a ‘camp ground’ concept, with park rangers and animals who direct visitors around the site. As a general rule,
Marketing plan
As with your event as a whole, you must also start your communication by first working out an appropriate plan. In this marketing plan you should not only describe your target group (again) and your message (based on the authentic ‘why’ of your event), but should also develop a customer journey and identify the touchpoints you want to use.
Using consumer research, try to discover what things are important for your target group. What really matters to them, where do they search for information about it, how do they communicate about it and how can you reach them most efficiently? Your budget will determine whether you recruit a marketing bureau to conduct this research or whether you enter into direct dialogue with your target public, using your own staff and resources. Whichever option you choose, the essence of the matter is to find out how you can best attract the attention of your public – and convince them to attend. This information will later help you to define your media plan, but will also guide you in setting the right tone of voice for your communication. It goes without saying that you need to address a group of business leaders in a different way than a group of hip youngsters!
This research may reveal that it is necessary to split your initial target group into sub-groups, if it becomes clear that some people need a different approach to the majority. If the definition of your advertising target group is too wide, your reach and response will be less effective.
After you have decided precisely what you want to achieve (ticket sales, name recognition, image creation, etc.), you can start the development of your creative campaign. Ensure that this is always in keeping with the objective of the event. What message do you want to put across? How are you going to package this message? What call to action are you going to use? Will there be TV advertising?
Super-creative campaigns are fun but they are not always the most effective. Be critical and constantly re-evaluate your campaigns. Is this slogan working? Is this image eye-catching enough? If not, change them!
Attracting new visitors costs far more time and money than convincing past visitors to attend your event again. Make sure that you give all your visitors a good time and a great experience, so that they are happy to come back next year. Perhaps you can give your loyal customers some kind of bonus or even involve them in the preparation of the event.
Media plan
Depending on the nature of your event, you then need to track down the channels most frequently used by your target group. Consider advertising in the traditional media (newspapers, magazines, radio and television), but also in specialised professional journals and niche media. And don’t forget the online options offered by search engines and social media. Online advertising allows you to focus accurately on your target group at super-low cost.
an image they can remember as much as 65%, even after three days. When we talk about the visual identity of an event, we are referring to all the many different visual elements (name, colour, logo, typography, graphic design features, etc.) that are used throughout your venue. Together, these elements form the branding of the event and project a certain image with an easily recognisable and consistent perception of value.
How can you develop a strong branding? Here are some tips to help you on your way:
Colours
Colours can influence the way your visitors think about your event. So you need to be very careful how you choose them. Pick a central colour that best matches the philosophy and message of your event. For example, purple would be suitable for an event about wellness or spirituality. Green is appropriate for events focused on the environment and sustainability. And red is ideal for an event about entrepreneurship.
Would you like to know more about colours and events? Read this article:
Graphic elements
Always opt for a clean and easy-to-recognise graphic design. Let’s imagine that the core element of the visual identity of your event is a composition made up of three interlocking circles. This is the image that your visitors will associate first and foremost with the event. Consequently, you need to make sure that they can see it in lots of different places. There are also a number of different ways you can do this: different colours, different sizes, different configurations, different contexts, and so on.
Consistency
Although these minor variations are possible, you need to be consistent when it comes to respecting the basic design. You can’t have three interlocking circles on your printed programme and then use four on your website. Once you have chosen a set of graphic elements, stick with them. Consistency is key. All your event material and all your communication channels must reflect the same visual identity. Otherwise people will become confused and will not be able to recognise your event. Also use the same consistent style in all your photography. And don’t forget your social media posts.
From the ‘save the date’ e-mail to the very final ‘thank you for being there’ message, it is important that you consciously and consistently display your graphic elements and your visual identity. Apply the same principle to your use of visual elements during the event: programmes, banners, presentations, signs, and so on. In this way, the image of the event will remain firmly rooted in the minds of your participants.
PRINTER
Prices and quality can vary enormously from printer to printer, so ask for price quotations and samples from at least three printers. Make sure you ask for offers based on the same format, layout and print run: you need to compare like with like. Also ask the printer what kind of print work he is capable of providing.
Fast and cheap is not always the same as good .
CHECKLIST FOR PRINTING AND PRINTED MATTER
The preparation period for your event is always a very busy time, so it is sometimes easy to overlook things. The following checklist will help to ensure that you do not forget anything important as far as printing is concerned.
Invitation trajectory
Pre-announcement/teaser
Invitations
Answer cards
Letters of confirmation
Route plan
During the event
Badges, armbands, name plates/stickers
Programme books
Hand-outs (or USB sticks with presentations)
Ground plan
Note books and pens
Direction signs
Signs for ‘reserved’, ‘no smoking’, etc.
Menu cards
Tables plans, numbers and name cards
After the event
Commemorative paper/magazine
Photo books
Thank you cards
…
Envelopes
Flyers, leaflets, posters
Entrance tickets
Napkins / serviettes
Food/drink vouchers
Press folders
Flags, banners
Textile printing (caps, T-shirts, umbrellas, etc.)
Stage decoration (backdrop)
Survey/inquiry forms
Action plans
SPEAKERS AND MODERATORS
Speakers can give your event added value in terms of inspiration and learning, but they can also play an entertainment role (for example, presenters or motivation coaches). Once again, you set the tone to reflect your target group and objectives. The above entertainment checklist can also be used for speakers, but here are some specific additional points that you will also need to address:
The speakers must be aware of the content of your programme. Discuss with them the objectives of your event and the profile of your target group. This will allow the speaker to assess the likely level of their prior knowledge about the subject, so that he can adjust his talk/speech accordingly. Ask if you can have a look at his drafts, so that you can suggest possible amendments, if necessary.
Involve the speakers in the development of your programme. Agree the running order of the different presentations and the length of time that each should last. Discuss the content of every address with all the other speakers, not just its author. This will prevent repetition or overlapping.
Agree in advance with the speakers how you will let them know when their time is up. A common method is to set up a discreet light at the back of the room, on which an orange light appears five minutes before the speaker must end, and turns to red when these five minutes have elapsed. Alternatively, you can give a subtle hand signal with a previously agreed gesture.
It can sometimes be very difficult to keep the public interested for the duration of your programme. Do all you can to ensure that your guests continue to pay attention. Alternate ‘difficult’ presentations with less serious subjects. Provide sufficient breaks, so that the audience has time to process the information they have just received. If possible, consider the use of a lighter format, such as a mock tv-show or a theatre performance: this can make your message more digestible, without losing any of its force. An interview setting often works better than a keynote, unless you have a really top speaker. It is also important to have sufficient breaks. Never place more than three speakers after each other without a pause. As already mentioned, your participants need time to digest such a large body of information. After three speakers, the audience’s concentration level will be falling and their frustration level increasing!
There are very few speakers who are capable of keeping a large audience enthralled for more than 15 minutes. So why do we always allocate them 30-45 minutes? 10 minutes per speaker, with an added 5 minutes for audience interaction, is more than enough.
Double-check the presentations on the laptop that is actually going to be used on the day of the event. It is embarrassing if you are unable to start up a funny film or show a clever slide at the right moment, or if the sound fails. Always download films locally, so that you are not dependent on an internet connection.
During the lunch break many participants do more than just eat. They are also busy networking. The moment after the lunch break is therefore very important. Most people’s energy levels are still low. Programming a difficult subject at this moment will send most of your guests into sleep mode. So choose something light and invigorating instead!
Have the slides in your presentation(s) designed by a professional. A poor presentation can be fatal to the standing of your event. Make sure that the styles of the different presentations are compatible with each other and support your central theme. This gives a unity to your message and will enhance its strength.
can be joined together to create any shape and area you desire. Your sound and light experts will probably be able to help you find the right supplier. For larger structures, such as for outdoor concerts, you will need to hire a specialist stage constructor. This will probably need planning permission, so make sure that you submit your application in plenty of time.
In the first instance, your stage will need to meet the technical requirements of your artist(s). These requirements are, however, negotiable. An artist who insists on a stage area of 12m x 9m can probably be persuaded to accept 11m x 8m. Check the floor height and adjust your lighting plan to take account of the roof-bearing capacity of covered stages.
When the initial construction has been completed, take the necessary time to check the entire structure thoroughly with the leader of the construction crew. This will allow you to make any necessary adjustments immediately, without the need for return journeys and additional travelling time. It is by no means a luxury to appoint a safety coordinator to monitor the construction and removal of a large-scale stage. He must ensure that every aspect of the construction complies with the applicable safety standards. Ask for a stability test to be conducted by a recognised testing agency (the costs to be paid by the
event organiser). Draw up a detailed safety plan and insist that it is respected to the letter by all your suppliers. Avoid, where possible, that two suppliers should be working at the same location at the same time.
You should not compare apples with pears. No two stages are the same; on the contrary, there are often huge differences in terms of load-bearing capacity, rigging capacity, wind resistance, required permits, etc. Take account of this when comparing the different price tenders you receive.
If you are building a stage in a difficult location (in water, on a slope, above stairs, part indoors/part outdoors), it is essential to make a preliminary site visit with your stage constructor. Moreover, the location must be accessible in all weathers for the heavy lorries which will transport the stage elements. Take appropriate remedial measures, where necessary (steel ramps, telescopic loaders, etc.).
SPECIAL EFFECTS
Special effects were originally developed in Hollywood, but they can also turn your event into something really special, making a major contribution to your guests’ experience. As always, of course, they need to be in keeping with your event objectives and the profile of your target group. A sudden flash of fire on the podium adds little to a congress presentation, but it can whip up excitement amongst the public at a concert. Within these parameters, there is an enormous range of choice: smoke effects, laser shows, fireworks, foam cannons, confetti canons… These are just some of the many examples to help you on your way.
of the digital variants. Moreover, these latter systems make it easier to set up larger networks with greater flexibility.
Depending on the level of perceived risk, you may need to involve the local police in your preparations. For low-risk events, it is probably sufficient simply to inform the police that the event is taking place and to tell them what risks are present. Good arrangements with the emergency services can help to save time in the event of accidents or problems. Security firms have an obligation to notify the local police when they are operating in their area. This means informing them about the number of staff they will be using and for what purposes.
For large public events (such as festivals and concerts) with a high risk, it is advisable to involve the police in the drawing up of your safety and security plan and to request their presence in and around your event venue. In some cases, this will even be compulsory. Plan one or more security meetings with all relevant security partners (see the box on security meetings).
You must certainly ask the advice of the police when your event is being attended by important VIP’s (such as members of the royal family, politicians, international artists, etc.). These people will usually arrive with a small army of their own personal bodyguards and will also have their own demands relating to minimal standards of security. Make clear arrangements with all concerned.
You can either choose between ‘visible’ or ‘invisible’ security. Security guards in uniform have a preventative effect. It will also give some of your guests and performers a feeling of greater safety. Security guards in civilian clothing are less intrusive and threatening. Your guests will not have the feeling that they are ‘being watched’ and will be free and more spontaneous in their behaviour. The use of stewards or hosts/hostesses can be a good intermediary solution. Remember, however, that stewards cannot perform any security tasks: legislation decrees that such tasks can only be carried out by trained security personnel in possession of the necessary permits.
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eral events, the savings can be enormous. At the same time, you reduce the need for transport, which is good for the environment.
Sustainable organising also means inclusive organising. Inclusive not only in terms of your target group and personnel, but also in terms of the range of speakers you engage and the topics they discuss. Make sure that you do not have exclusively male speakers and also allow sustainability issues into your programme.
SUSTAINABLE SUPPLIERS
The first step that you can easily take towards organising a sustainable event is to select a venue and suppliers that are already known for their efforts to work sustainably. With this in mind, at eventplanner.net we have launched an eventplanner.eco label that will help you to choose the right partners.
WASTE
The first objective of the waste management policy for your event should be to create no waste at all (zero waste). Perhaps this is a utopian ideal, but nowadays there are numerous ways to reduce the size of your waste mountain. For example, you can make use of reusable cups, plates and glasses instead of disposable ones. You don’t even have to pay for them yourself: if you give a reduced drinks price to people who ‘buy’ such a glass, the news will soon spread like wildfire! And if you print the glasses with the logo of your event, there is a good chance that your guests will want to take them home as a souvenir.
Another obvious way to tackle the waste problem is to take measures to counteract the ‘no-show’ phenomenon. If you expect 1,000 guests for a seated diner but 20% fail to turn up, you will have to throw the remaining 200 meals in the dustbin. This is not only a waste of money, but also a waste of valuable food at a time when many people are still going hungry. So why not re-read the paragraph in chapter 7 that tells you how to reduce ‘no-shows’ to a minimum.
Also choose reusable decorative elements and avoid throw-away items like balloons. Green plants are a fun alternative.
And if there is no alternative to the creation of a certain amount of waste, then make sure that this waste does not contain plastic or other materials that are not easily bio-degradable. Fortunately, many soft drinks suppliers now supply their products in recyclable and ecologically-friendly PET bottles. This applies equally to glasses, plates, cups and even consumption tokens. Eliminate plastic completely from your planning. For example, why not use a digital programme book in the form of an app or digital invitations instead of piles of paper? You still prefer paper? Use recycled paper and point this out, so that people know that you are organising your event sustainably.
The handing-out of gadgets (swag), many of which contain plastic, is increasingly being scrapped at events or at least replaced with more sustainable alternatives. Think carefully before you give things away: are you sure that they will not be put straight into the bin by your guests? This is not only bad for the environment, but also a waste of your money.
leave behind residues of adhesive on their walls and windows. And this will cost you more than a roll of decent tape!
Tyraps or cable ties. No event can do without them!
String, wire and fishing line.
Double-sided sticky tape
Empty USB sticks. In case you need to transfer a presentation at the last minute.
Battery chargers and adapters
Batteries. In all shapes and sizes.
Cables. Power cables, power strips, ethernet cables, etc. You can never have too many cables. Also remember travel adapter plugs for your international guests, so that they can use and recharge their electrical devices.
Rubbish sacks.
Tool kit. Screwdrivers, pliers, hammer, allen keys, pen knife. Hopefully you won’t need them, but you never know…
KEEP CALM!
One thing is certain. At some point, something will always go wrong during an event. When it happens, what do you do? First and foremost, take a couple of deep breaths to calm yourself – and don’t panic! Why is this so important? Look at it from your visitors’ point of view: ‘We have paid good money to come to an event and enjoy our evening, but what do we find when we arrive? An event manager running around like a headless chicken and cursing like a trooper, while his poor staff look on in confusion and haven’t got a clue what they are supposed to do!’
It goes without saying that this would detract from the overall pleasure of your guests. Stressed event managers and personnel have a negative impact on your event experience. What’s more, panicking solves nothing! So no matter what goes wrong during your event, always remember the following rules:
Hide your panic
Even if you think that your event is on the point of disintegrating, you should never let your guests notice that something is wrong. Being a professional does not mean that you can predict every problem and find a solution for all of them. Being a professional means that you accept that you cannot control everything, but that you have the self-confidence to believe that you can rise to the occasion and meet the challenge posed by any problems. Remember this whenever ‘a catastrophe’ occurs. Hide your despair from the public and solve the problem with a clear mind.
Don’t forget to smile
Sometimes visitors will trouble you with relatively unimportant matters while you are busy trying to deal with more urgent issues, such as cancellations, delays or technical problems. Always remain friendly. Smile and listen to what they have to say. Then pass them on to one of your team members to give them the help they need.
Never get angry
What is the worst thing that can happen during an event? That your technology lets you down at a crucial moment? No. The worst thing that can happen is that people see you, as the event organiser, losing your temper with your personnel or (even worse!) your guests. Even if someone is being extremely irritating, never respond with hostility or aggression – even if they deserve it.
Stay calm
Visitors do not like to see an event manager looking as though he is in the middle of a crisis. It is your job to give the impression that everything is running smoothly. Don’t worry: this is something that comes with experience. In the meantime, try to maintain a poker face whilst in the presence of your guests, even if you feel like the world is crumbling around you.
