Many people think that event planning is throwing parties, and actually very few event planners throw parties, but in fact work in other types of events.
Event planning or what I call Event Marketing is a simple concept: It is an event that one produces in order to generate awareness, launch a product, generate PR, provide an experience, or simply create a platform in which others can enjoy-perhaps a celebration of some kind. There are millions of different kinds of events, and with them millions of challenges, and as an event planner, it will be your task to blaze through these obstacles without breaking a sweat.
If someone approaches you to set up a meeting with a small group of people at a restaurant in a private room, this would be an event.
If someone wants to host something at their home including a dinner party, this would be an event.
An event is anything where groups of individuals get together in one space, at a specific time to exchange thoughts and ideas, or celebrate a moment in time. This can be a small gathering, or an incredibly large one.
As an Event Planner you could be responsible for the following depending on the event:
• Catering (Food and Beverage, or F&B)
• Production equipment
• Directing Talent
• Vendor Negotiations
• Volunteer Coordination
• Request For Proposal (RFP)
I could go on here, but I am assuming you understand that there are millions of categories, and millions of requirements depending on the event.
Typically as an Event Planner, you will want to be extremely detail oriented, and have an incredible memory retention. If you do not have an eye for detail, and or have difficulty remembering the basics, then this career is most likely not for you.
A good Event Planner must possess the following skills and or have the following:
• Strong Memory Retention
• Detail Oriented
• Highly Organized
• Budget Conscious
• Effective Problem Solver
• Flexible and Calm Under Pressure
• Production Savvy
• Uplifting Attitude
• Boundless Energy
• Understand of Event Flow
• Knowledge of F&B
• Flawless Communication
• Ability to Execute Under Tight Deadlines
Again these are just a few qualities, but it is important to understand that an Event Planner is not just anyone. Good, solid Event Planners possess certain types of qualities and traits and usually you can spot a good Event Planner a mile away.
They have boundless energy, and can recite elements and details at the drop of a hat, and if not, they have their trusty binder full of notes, all archived and slotted in place so that he/she can pull them out whenever they need them. Organization is key here, and without strong organization, you will have a tough time being a successful event planner.
Many individuals refer to Event Planning as Event Marketing. What they are referring to is an Event that is part of driving their overall marketing plan and marketing strategy. For example, if a particular company wants to sell 50,000 products in one year, and they believe they can sell 10,000 at a specific tradeshow, then it is up to the Event Planner to provide successful Event Marketing techniques in order to ensure that this goal is an attainable one.
Let me provide an example, and introduce you too Client A. Client A wants to attend a premiere tradeshow, in which future products are shown in order to secure orders for the year, and to demonstrate their state of the art technology.
Client A spends 1.5 million dollars for this show, and the expectations are big to say the least. As an Event Marketer, you need to figure out how to showcase this product in the best way possible so Client A looks like a master innovator in their field. Even if the products are not great products, it is up to the Event Planner/Event Marketer to ensure that these products look incredible on the show floor. There are rules, unions and all kinds of obstacles in your way, and it is up to you to figure out how to jump over the hurdles and succeed.
In this particular scenario, the products are pieces of music equipment, mixers, speakers, guitar amps, and more.
One of the first things to think about as a clever Event Planner is how am I going to showcase these products in the best way possible. Here are some things to think about in regards to music equipment and showcasing them on a tradeshow floor as one event planner shared his story with me:
• Cable Management—this is super important because without it, you will have cords and cables lying all over the ground, and the show floor will look sloppy, and unorganized. All of the designs must incorporate cable management and have a secure place to hide these unwanted security risks as others trip over them on the tradeshow floor
• Lifting the products to eye level so others are not stooping on the ground to check out the equipment. This means putting speakers on pole stands, and elevating the equipment through thoughtful and meaningful design.
• What speakers need to fly on a rig, and which need to be ground support
• What additional elements are needed in order to showcase the product, i.e: iPads, iPhones, computer equipment, plasmas, monitors
• Showcasing stomp pedal boards by incorporating switchers and other equipment so a prospective client can hear the differences in each as they strum away on the guitar. Yes, don’t forget the guitar an amps needed for each area, including stage set up, microphones
There are so many elements that come together in order to create a successful event.
The key here is simple–as an Event Planner, you will also be an Event Marketer, and you will need to understand simple, basic marketing techniques in order to produce a successful show and stay on point in regards to the goal and budget. In this day and age with technology changing so rapidly, it is important to stay abreast of all new technologies, as this will not only allow the company to look fast forward, but it could save you thousands of dollars in production costs as well.
Source by Gregory Ross Copploe