Planning Corporate Events Using the 5 W's

By Shirley Lee


Many organizations plan events yearly or for special occasions, such as anniversaries or for holidays. These events may be highly successful or they could turn out as a flop when it comes to meeting the goal for holding the event. Event success can often be determined by appropriate planning and decision making. To aid in the success of future events, below are five questions to consider when planning an event.

1. Why should an event be held? This question helps to determine goals, possible outcomes and establishes an overall theme for the event. Once the purpose of the event is established, a budget must be determined to pay for the event, and travel costs must be considered as well. Knowing the event budget and goals before continuing with planning will help to keep the event within the desired scope. Never lose sight of the event goal; even if the budget does not allow for everything, there may be acceptable alternatives, so brainstorm along the way to meet all the event requirements.
2. What needs to happen at the event? Asking this and brainstorming answers is the first step in creating an agenda for the day(s) of activity. The next step would be developing a project plan for event assignments that include pre- and post tasks as well as the event actions. Will there be speakers, announcements, videos, presentations, exhibits, meals, breaks, recognition or award ceremonies, team-building, fun interactive activities, break out training or discussion sessions? Determine if any particular equipment or room set-ups may be necessary to facilitate portions of the event. Decide what type of print materials may need to be available for the event, then begin putting that together and arranging appropriate copies and communications.
3. Who should be invited to the event? Is it for a particular department, a set of executives, one or more work teams, individuals who achieved something or the entire company? Would this event be something to consider inviting key or potential customers and vendors to? Consider whether a keynote speaker or other special speakers should be part of the event, also, whether people with special skills such as event planners, coordinators, moderators or facilitators are needed for the success of the event or if this can be done in-house. If someone with speaker or special skills is needed, determine how arrangements for them get made and how this might impact the budget. Also, decide what communications need to be sent to those attending or working at the event, plus what follow-up is required and what the deadlines should be. 
4. When would be the best date(s) and times for holding the event? Determine the length of time required to accomplish the event goals, and then select three preferred date options to allow for finding a location. The event may be a half day, full day or over several days. Advance planning makes it more likely to get the perfect location for the event during the preferred time period. As soon as the date is set, start sending communication to potential attendees so they can put it on their calendars. Then continue sending monthly reminders with new tidbits about the event to maintain their interest in attending. Be sure to send a final date/time/location reminder two to five business days before the event
5. Where is the event to be held? After determining the happenings and attendance, a location that meets all the needs plus catering options can be selected. Consider whether the event should be held in the local area if it is a short time period and where most attendees are located. Be sure to consider travel requirements and communicate any special instructions for getting to the location for locals and others outside the area. If the event is multiple days and the selected location is away from the work area, after-hours activities or entertainment may also need to be considered. Before selecting a location, also determine if some activities are to be done outside or if everything will be done indoors.

To make an organizational event successful, whether it is for a special occasion or a yearly event, start with the five questions above when planning. These questions and associated planning should increase the chances of an event successfully meeting the organization's goal instead of being a flop where people after the event did not know why they spent their valuable time there.

Shirley Fine Lee has considerable training and expertise in leading effective meetings and projects as well as training others within the corporate world to be able to do the same. Her boom "R.A! R.A! A Meeting Wizard's Approach," is a much-needed guide to planning and conducting meetings so that they are as productive, effectual and smoothly run as possible. Find out more about her, her books and learning options she provides on her website.


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How to Get Bloggers to Attend and Cover Your Event

Photo from: wordservewatercooler.com

Thinking about inviting bloggers to your next event? Here are five things you must keep in mind:

1. Do not send a press release or media alert without sending an invitation to the event. It's rude to ask bloggers to write about an event that they aren't invited to. It may be appropriate, however, to send a press release with no invitation if the blogger isn't in the same city and is unable to travel. However, because most bloggers know their peers will likely receive the same information, they might be even less inclined to write about events they are not invited to -- bloggers are always looking for fresh and original content, and they can't create that by rewording your press release.

Also, many bloggers (like journalists) would rather receive a customized pitch instead of a press release. But, if the release or media alert is well-written and has answers to potential questions, send it. Just be sure to include a personalized note that explains why your brand or event is relevant to that particular blogger's audience.

2. What's in it for me? Blogging is business. And although "pay for play" is frowned upon (and could even be illegal), most bloggers want to know how attending your event and blogging about your company will benefit them or their readers. For example,
Will you have gift bags at your event? (if they're good, the contents could be featured in another blog post in addition to the event recap).
Will you be giving them product so they can host a giveaway or contest for readers?
Are you paying an appearance fee? (Yes, some bloggers have agents now).
Are you going to advertise on their site?
There may not be any obvious benefit for a blogger to attend your event, but it's important that you make everything clear up front.

Continue reading the other three tips here...

Do you have thoughts to share on this subject? Please share below by leaving a comment! 

Capitalize On a Successful Event with a Flood of Referrals

By Heidi Richards Mooney

Photo from: ireferpro.com

If the first, most important outcome to hosting an event is that it is a SUCCESS, what is the second most important outcome? Like any endeavor, one success becomes the model for future successes. To get to that end result (which, in my mind, is really the beginning), there is another crucial component to staging a world-class event. And that is the front and back-end promotion. By that I mean cultivating referrals from your clients/vendors/attendees. Promoting your services for other events to this base of referral business requires careful, strategic, ongoing planning. You could turn one event into many with the right marketing mix. It's the personal attention, the details and the relationships you build that will create this flood of referrals.

Gather Information
Create information cards that will be your resource for referrals. The cards should be completed for both clients and vendors. Vendors can be a great source for referrals and should be treated with the same care and personal attention as the clients. Information on the cards should include:

• Names and birth dates of family members
• Wedding anniversary and other special dates such as the # of years in business or with the same company
• Interests of each family member to include hobbies, talents and accomplishments
• Place of employment of client and spouse
• Special designations, offices or memberships of client
• Corporate client cards to include information of your contact within the corporation and the CEO
• Birth dates of key personnel within the company
• Any annual celebrations the company hosts

If you are a meeting planner or planning a meeting for your company, ask your client/colleagues for an evaluation immediately following the event. If you are hosting an event for a nonprofit or other type of organization, ask all stakeholders (volunteers, staff, interns) for the same.

Handle any complaints professionally and proficiently. Do not allow time to lapse before addressing. Make it brief and concise. Send the evaluation with a thank you note. Be sure to include a self-addressed stamped envelope.

Ask one or two open-ended questions to elicit candor. Ask the client to be open and honest about all aspects of the event you were involved in. Handling and correcting complaints quickly will solidify the relationship and increase your chances of working with the client in the future. Remember the statistics, which imply that when a complaint is handled quickly and favorably, 87 percent of those who complain will do business with the "offending" party again. You've worked so hard to get that client; in most cases, it's much easier to keep a client than find a new one.

When appropriate, it is also a good idea to send an evaluation form to your vendors, eliciting their opinions of the event, and be sure to include a "ways to improve" comment section.

Send thank you notes to your vendors, catering and sales professionals, volunteers, staff and any and all of those that may have had a hand in ensuring the success of the project. Thank you notes go a long way, especially when you find yourself in a jam at one time or another. If you have been doing this for any length of time, you probably have needed to find a last minute replacement for the entertainment, photographer or speaker. You know the importance of appreciation.

Once the event is over, while it is still fresh in the minds of your client, ask for a testimonial or letter of referral. Happy clients are happy to oblige. However, they may be very busy and when too much time passes, they may forget. If you do not receive the letter within a week or two after the event, follow up. Graciously ask them if they would not mind you writing the letter for them, and fax or email it to them. Tell them you use these letters in your promotional kits and their testimonial would be greatly appreciated. Busy people are happy to accommodate your requests when you make it easier to do business with you.

When you implement these strategies, you will receive the accolades, rewards and referrals that will lead to future successes!

Read two other articles on this topic: How to Increase Attendance at Your Events and The Best Time to Evaluate Your Event.


Heidi Richards Mooney is a Professional Motivational Speaker, Business Coach and the Author of seven books including "Rose Marketing on a Daisy Budget ~ How to Grow Your Business Without Spending a Fortune." She is also the Publisher of WE Magazine for Women. Stop by heidirichards.com to get a FREE copy of Chapter 1 and 2 of "Quirky Marketing: 365 Ways to Promote Your Business Using Zany and Non-traditional Holidays" today! 

3 Ways to Make More Money From Your Event

Photo from: mylot.com

In these rough economic times, it's smart for event holders to look for other ways to make more money with their events; selling your tickets is just the beginning. Here are three ways to earn more income from your event.

1. Sell sponsorships. This is the most popular method event holders use for additional income. However, they are also often carried out wrong. Event holders usually go wrong with sponsorships because they don't give prospective sponsors enough detail, in advance, about how they can properly evaluate their results after the event is over. Although it can be difficult for an event sponsor to pinpoint their ROI, whatever method the event holder provides them to measure results will be appreciated. And that can help a sponsor determine if he or she wants to return next year. With that said, it's important for you to describe the benefits of sponsorship when it comes to the visibility sponsors will receive (aka CPM). For example, if you believe that a banner in a venue will be seen by 30 thousand people, let prospective sponsors know that. 
2. Place ads on your event website. A lot of your event promotion will probably be online, and events can create a lot of online traffic. One good reason to create a website for your event is so you can monetize the traffic you may receive before, during and after the event. Obviously, the main point of your event website is to support the event itself, give the necessary information to potential attendees, to give event details, etc. But, you can also easily turn the site into a source of revenue with a few well-placed and carefully-chosen ads; best of all, you'll have little interference to your primary goal. Be sure to work with companies who have products or services to provide that are relevant to your event and likely to be of interest to attendees. You could also put together "online-only" sponsorship packages, which are put together like ad buys and allow you to engage businesses as advertisers who may not have been interested in being sponsors. Don't have energy or time to sell ad space on your event website? Consider contextual advertising like Google Adsense; that makes it simple to show and monetize relevant ads. 
3. Sell merchandise. People love coming home from events with different items. But, a lot of times, those items end up in the trash. A better way to benefit from this desire is to sell before and during the event; this method works particularly well if your event supports a business that already sells items. You can use your event as an opportunity to give prospective customers a better idea of what you offer and encourage them to buy on the spot with discounts or special deals available only at the event. 

Need more tips? Check out 5 ways to make extra money from your event. 

5 Reasons to Create a Logo for Your Event

Creating an experience no one forgets is often a main concern for people who plan events. One of the quickest ways to capture the attention of attendees is through a core-branding image. So, if you want to develop a long-lasting memory, the quickest way to do so is with a quality event logo.

Whether you use a simple combo of initials in an appealing font or get more creative with a logo that has high quality art, creating a professional logo that embodies your event's spirit will promote an organized, unique tone and even simplify many tasks associated with planning.

Five of the best reasons to consider a logo for your next event are:

1. Differentiation.
2. Identity.
3. Unification.
4. Sticky visual image.
5. Perfect for take-aways. 

Read more about these reasons here!

Planning Special Events - Six Strategies for Success

Photo from: odesk.com

Whether you are in the event planning business, planning an event for a local nonprofit or planning an event to promote your business, the strategies needed to make your event memorable and profitable are extremely important. They require a certain amount of planning and a whole lot of commitment to achieve the ultimate goal: Having a Great Event people will remember and talk about long after the celebration has passed. And of course with the perfect number of guests in attendance!

Your ultimate goal is to host an event that leads to even more success, referrals, more business, and most likely, more people committed to the project in the future.

A special event is an event with a specific purpose such as a special occasion (celebration of a milestone, conference, party, awards ceremonies, fairs). Special events are different from ongoing programs in that they may be single, one-time productions or even once a year celebrations that people anticipate and plan for.

Here are my SIX Strategies for Success:

1. If a company or host has hired you, they have already determined that the purpose of the event is important enough to warrant the expense and time necessary to put it on. If you are a volunteer leader, this must be the first step in determining whether or not to pursue the idea.
2. Do you need a team of volunteers/paid staff to execute a successful event? Involve your team in the planning. This core group will help develop the theme, select the location and determine who else should be involved.
3. Determine the purpose of the event. Is it to make money? Is it to increase awareness of the product, company or organization? Is it to celebrate a success or a milestone? It might be a combination of all three. Once you know the purpose, you can plan accordingly. 
4. Who is the target market? If you are an event planner, you may not be involved in that part of the planning. Your job may be just to stage an extraordinary event. The company or organization may be responsible for attendance. However, you will have input and connections. Be sure you offer feedback and share those connections with the "powers that be."
5. How will you measure the success of the event? By the number of attendees, by the amount of money raised, by the number of people interested in helping out with future events?
6. If this event has been hosted in the past, talk with others who have worked on it before. Get their advice and support. Seeking the opinions and advice of others will help to elicit support for future success of the event. Find out what went right, what went wrong and how they measured success in the past. What are/were their expectations of this event? Were those expectations met or exceeded? If not, what would they have done differently?

Heidi Richards Mooney is a Professional Speaker, Business Coach and the Author of 7 books including "Rose Marketing on a Daisy Budget ~ How to Grow Your Business Without Spending a Fortune." She is also the Publisher of WE Magazine for Women. Stop by www.speakingwithspirit.com to get a FREE copy of YOUR Marketing Calendar today!

How to Get Event Sponsors

If you're an event planner, you probably know that planning often includes tight budgets, so being able to make the most of your financial resources is key. Event planners often seek out sponsors to ease some of the burden and give more support. Here are some tips on how to find and secure sponsors for you next event:

Begin slowly. Don't ask "for the moon" immediately. Since you're developing a long-term relationship, you must prove yourself first. Securing a sponsor is the first leap of faith for them. Once you have proven yourself and shown that you're a good fit, you'll have more power to bargain, and you can ask for more.

Remember, money isn't everything. If a sponsor isn't willing to supply funds immediately (or ever), don't be surprised. Money is not the only valuable thing a sponsor can provide; look deeper and find other ways you can work together. Ultimately, there are two ways to increase profit: increase revenues or decrease expenses. So, if a sponsor won't give financial support (increase revenues), they might be able to supply products, supplies or materials, which will eventually lower your expenses and/or improve your guests' experiences. With that said, be open to different possibilities.

Read the rest of the tips here...

Best of luck in your sponsor search!