As you plan events that you are super excited about, which may come with great cause and awareness; you must still consider the small details. Nothing is insignificant when it comes to the detail process of pulling together successful event. When you think about the bigger picture and all the components of the picture from the pixels, graphics and formation; it’s the same with any project. The bigger picture is the event itself of course. Bringing that part to a whole is the initial destination of the objective. Making it happen, on the day you planned for it to take place certainly is commendable. However, with the same degree of importance, the results of the post event are imperative. It’s what people are saying about the event, perhaps due to their experience while at the event. You must acknowledge this as well.
In order to get the results and post results you want from your event, you absolutely have to consider all the fundamental elements such as; marketing, advertising, press, reach, buzz, etc. Each of them have a relationship with each other. They all cross each other at some point, so the internal affair of organizing an event greatly impacts the overall outcome as well as the post update about it. The post update is significant with consciousness to having continued success. If you want people to continue to have great things to say about you, your event and drive traffic, together with business back to your organization in the future for upcoming events; again the post follow up buzz needs to be contemplated. It is important not to dismiss any part of how your event came together and what will be said beyond your event.
Just a few things to consider:
- How effective were you with your email marketing campaign?
- How effective were you with your social media campaign?
- Were responsibilities equally distributed as well as assigned to those with the skill set to handle without becoming overwhelmed?
- Were you efficient at responding to potential attendees?
- Were you efficient in responding to press who were providing coverage, or visibility for you?
- Were materials mailed/emailed on time, giving proper response time?
- Was the information for and about your event distributed timely, to the accurate persons responsible?
- How effective were you with keeping your team together and informed, with regard to the updates of press/media, attendees, keynotes, sponsors, vendors etc.?
- How seamless was your registration process prior to event as well as during the event?
- Did you implement a process for engineering control of your registration?
I can think of two recent events that took place in Houston, where I beg to say some of the aforementioned things were not considered. Especially not after the event. Those events: Houston Wine Fest and a SPA Houston event. I don’t think they were too concerned with the follow up, buzz that would generate about the event, thoughts and ideas that would stem from an event that did not seem to be very well organized. They were more concerned with simply getting to the planned date of the event, and getting beyond it. That to them was success. It did not matter to them that the registration process was a total disaster. It did not matter that proper contacts were not readily available to handle discrepancies regarding the event seating or assigned areas for attendees. Nor did they seem to be concerned with quality control of the event. They did not have contingency plans for weather, in the case of the wine festival. Nor did they have ways to communicate with staff as each one were set up in different locations; being the case in both other above events. It was total chaos. It certainly did not matter to them that they turned quite a few people around at the door, due to their poorly composed list process, by which they rely upon to control the invites.
During your project/event management process in the future, think about follow up. When you have checked all things off of your list in the planning stages, and you are able to move beyond; create another list. In that list, just jot down a few ways to make sure your attendees, especially the ones who are buzzing for you; will walk away with only great things to say. You can’t please everyone, however that saying only goes when the process was the exact same for everyone but the opinions were different. That statement does not apply when you really were unorganized and consequently gave someone a bad impression. You don’t want to spoil an entire event experience for someone, because they did not want to proceed beyond the front door; as a result of seeing how unorganized your event was.