How to Get the Most from Your Events
By Philip Richardson, President, Current Affairs – TEAMNet Hawaii

I was recently interviewed by Hawaii Business magazine on the five steps to planning an event.  Of course, there are many more steps than this, but I approached it instead as the five most important things that should be considered to get the most return on one’s event.  Ready?

#1:  Define Your Objectives
The biggest mistake we see is people not giving this enough thought. Sure, they want to have an event to mark a major milestone, but it should be much more than this.  What do you want the takeaway to be – are you building relationships with new Clients, reinforcing existing one or perhaps even closing deals?  You have to understand why you really want to hold the event and then you need to communicate it to everyone in the organization, so the objective stays top of mind.

#2:   Hire an Event Planner or Production Company
I’m not just saying this because we’re in the business.  This really goes back to the old adage, “you get what you pay for.”  In most cases, it pays to use the right professional, as they are able to give you unbiased advice and make recommendations that dovetail with your clearly defined objectives.

#3:  Be Clear About Budget
We often encounter potential Clients who either don’t have a firm budget in mind or are reluctant to share what it is.  We truly believe it is in everyone’s best interest to provide a general budget idea, as it helps to manage expectations and also uses people’s time more wisely.   We always say, “Share It. Manage It. Challenge It.”  If you don’t think something’s right, or you’re not getting good value, challenge it.

#4:  Reflect Your Brand
One’s event should always reflect their company’s brand.  If your company’s image is economical then that’s the direction you want to go with your event…nothing extravagant because it will become counterintuitive with who you are.  If your corporate image needs to be held to a high profile, then surround yourself with value-driven companies.

#5:  Create Programs with Impact
We’ve always subscribed to the idea that in order for an event to have the most impact, the program needs to build like a symphony to a major crescendo.  Don’t show everything at the beginning but instead unfurl different elements throughout your event.  The same thing goes with food and beverage – stage it to move people around and keep them engaged.  You really want your Guests to question what’s going to happen next.

Consider these five key steps in planning your next event and you’ll be well on your way to an event with maximum impact.