As the old saying goes, “If you don’t know where you’re going, any road will get you there.” This is especially true when it comes to event planning. Often, clients get an idea for an event and, in their excitement for “what could be”, they jump right into making plans without answering some fundamental questions. This is why we developed our Event Brief, a simple ten-point questionnaire that helps put a roadmap in place for a successful event.
First, we like to zoom out and ask about the organization’s mission. Having a clear understanding of purpose can help shed light on numerous aspects of event design. For example, we met with a non-profit recently that’s focused on supporting individuals who have suffered traumatic brain injuries. One of our questions was how they felt about serving alcohol at a fundraiser. They were understandably conflicted about providing a substance that can often be a factor leading to the very situations they’re trying to prevent.
Next, it’s important to capture the client’s initial ideas and excitement for the event so we don’t lose sight of what prompted the conversation in the first place. Getting into the weeds with topics like budget and logistics can often feel akin to throwing a wet blanket on things. And while there may be limiting factors in executing their original vision, that’s where decades of experience allows us to get creative and draw inspiration from other events. With another recent program, the client was planning a farewell reception by a pool overlooking the ocean. They wanted rows of bistro lights strung overhead to create a dramatic nighttime ambiance. But when the estimate from the hotel came back at $1,000 per 100 feet of lights, that was definitely a wet blanket moment. The solution: use a couple strings of lights in a high-impact area and then supplement the look elsewhere with nautical-themed lanterns containing simple tea lights. The kind that don’t require a licensed electrician at $250/ hour to install.
Now it’s time for the five “W”s (who, what, where, why, when). Within these are invariably numerous other sub-questions like…
- Is this a family-friendly event where children are welcome?
- Is it by invitation only or open to the public?
- How far will guests need to travel to attend?
- Will overnight accommodations be involved and who will be paying?
- Will there be any key stakeholders or guests in attendance that require special consideration?
The list goes on, but the reality of events is that the details matter. The days of grabbing a keg, some off-brand chips, and calling it a party are likely long gone for your clientele. Although don’t get me wrong, I’ve enjoyed my fair share of keggers over the years!
The final question we ask is, “What does success look like?” When your annual conference, board meeting, or top-seller trip to an exotic destination is complete, what are those quantitative and qualitative measures that will make you say “let’s do it again!”? For some, it might be coming in under budget or signing new business, while others could be more intangible such as increased employee engagement or simply saying “thanks” to those who supported your growth along the way. Regardless, taking the time to think through the details won’t guarantee a great event, because there are always factors outside your control, but it goes a long way toward ensuring you get where you want to go.
If we can help you plot your next event destination, we’d love to put together a brief with you. Let’s talk.
Cheers,
Kelly