Pulling off a top-class event that’s talked about for all the right reasons is a feat that demands imagination and more than a little dedication. Sarah Hone gets some advice on ways the whole process can be made a lot less stressful.
It’s hard work entertaining, but with a clear head and the services of the right organiser a really good event can be one of the most effective marketing tools. Whether it’s wowing new clients or saying “thank you” to staff, the perfect event can reach places other strategies just don’t touch. Insider talked to some of the region’s 24-hour party people to get the lowdown on steps to event success.
WHY HOLD AN EVENT?
Too many people organise an event in isolation, says Victoria Tomlinson of Northern Lights PR in Harrogate. “An event must be part of the marketing mix so you are clear about who the event is for, what you want to achieve and what kind of an event it should be.” Leigh Nelson, event organiser at Pelican, adds: “Don’t hold an event for the sake of it. There might be something else you could do that would be far less expensive and that would actually have more impact.”
WHAT THEMES WORK WELL?
The key to choosing the ideal theme is understanding your target audience, says Michael Gwilliam, director of Xsem in Leeds. “You’ve got to look at it from the point of view of the person you most want to attend,” he says. “They probably get invited to 30 or 40 events a year so to get their attention you need to come up with something they would really enjoy. Aim to do something totally different. We’re finding that these days events need to be very special and a little bit bespoke to really succeed.”
Event organisers warn against assuming your own tastes will inspire your best client’s chief executive. “Think of a theme that won’t alienate your guests, but will inspire them enough to feel involved,” says Rachel Sweeting, director of Sweet Marketing. “Dress codes of black and white, or black tie can inspire people to dress up and the colours are easy to wear. James Bond parties are just as easy to pull off.”
Amy Sutherland, who organises events at Harrogate-based Cicada PR agrees that simplicity is often the best option. “Less is more,” she says. “If a theme is too complicated, it can detract from the objective of the event and the messages become confused.”
WHO SHOULD YOU INVITE?
Who you invite depends on your event objectives. A customer hospitality event will differ greatly from a staff team-building event. And defining your objectives will also affect the guest list.
“You’ll obviously want to invite people who are important to your business,” says Gwilliam. “But I’d add a caveat: don’t just invite clients but potential customers too. It’s a good mix because no one will sell your company as well as a satisfied client.”
For the right event it can also be a smart move to invite partners. “Partners can have a big impact on whether the important people will come to your event, and very often if someone pulls out it is because their partner doesn’t want them to go,” says Gwilliam. “Don’t underestimate the impact partners can have on business decisions. Getting to know people’s partners builds stronger relationships and business is based on relationships after all.”
WHAT SHOULD YOU LOOK.. FOR IN A VENUE?
Once you’ve established the type of event and the theme, it’s time to choose a venue. Luckily the choice for product launch and party venues is second to none in Yorkshire. Nick Bond, business tourism manager for Yorkshire Tourist Board, recommends considering an unusual venue. “Independent research we commissioned shows somewhere out-of-the-ordinary is a major draw for attendees,” he says, pointing to The Deep in Hull, the Royal Armouries in Leeds, the National Media Museum in Bradford and the National Railway Museum in York.
But the people who work at your chosen venue should also be one of your prime considerations. “You’ll be relying on those staff as completely as on your own employees, and excellent service really makes an event,” says Gwilliam. “When you go to look round a venue, if the secretary, for instance, is not helpful, then my advice would be to look elsewhere. There will certainly be changes in your schedule that you’ll need staff to accommodate. They need to be flexible, friendly and helpful.”
WHAT ABOUT COST?
It’s essential to work out how much you want to spend on an event and then plan the event around your budget. Jenny Stepney, who organises events at Logistik in Leeds, says: “Always check the small print of contracts from suppliers and venues. Five minutes of reading terms and conditions will help you make the right choice for your budget.”
Budgets need to be precise, to avoid costs spiralling out of control. “If something crops up halfway through that will bump up the cost, bring it to the attention of whoever needs to know straight away,” says Peter Davenport, managing director of Acceleris in Harrogate.
Terry Gilligan, senior consultant at Ptarmigan in Leeds, adds: “As with any initiative, great ideas often seem to mean big budgets. However, with a bit of hard work and some creative thinking you can turn even the smallest pot of cash into a really impressive event.”
SHOULD YOU ATTEMPT.. TO ORGANISE YOUR EVENT.. YOURSELF?
No, says Jason Kelly, director at Blah Blah PR in Shipley. “If you cut corners then something will go wrong – very wrong,” he says. “You need to view event planning like property developing. Without hiring a project manager you might get by, but more often than not it could end up costing you a lot more then you budgeted for. In my experience the client has never paid more than the agreed budget.”
But if you do brave planning the event yourself it’s essential to allow plenty of time to arrange things properly. Running an event can become all-consuming – don’t forget you’ve got a day job to do too. Delegation is key.
“If it’s a hospitality event where your clients will be, ensure there are at least two or three key people from your organisation who can act as contacts and make sure everyone on the list has your details,” says Sweeting. “It’s not possible for you to properly entertain 100 people yourself. Make it your team’s responsibility to look after their own clients – there should be at least one of your team for every five guests.”
And if you do decide to hire an organiser, make sure you have an excellent relationship with them. “If you don’t trust your organiser 110 per cent you can bet that you’ll probably fall out on the day,” sasy Sweeting. “Think Gordon Ramsay in Hell’s Kitchen and times it by ten.”
WHAT COMMON PITFALLS SHOULD YOU LOOK OUT FOR?
“Too many events are really badly hosted,” says Tomlinson. “It is hard work entertaining. You need to greet guests and make them feel individually welcome and help to get the conversation going – think of mutual interests or people they will both know to help them find common ground to move on from. Very few people really entertain: they think it’s about the venue or band, not what their guests will get out of it.”
Fiona Sidwell, managing director of Exclusive, reminds companies to ensure the chosen date is good for all of the business and not just senior management. And there are also problems with booking a venue too late. She says: “There’s an assumption that you will get a venue because you are a huge company. You won’t. Most venues are booked 12 months in advance. Spend time looking at what could go wrong, ensure you have it covered and the event will go without a hitch.”
Too much alcohol can also cause havoc with your carefully planned event. “I’ve even known a fight to break out in the middle of a chill-out area when people got too drunk,” says Sweeting. “Make sure your managers are responsible for their team members and remove anyone that’s causing a scene. It might even be that your guests are the problem, in which case speak to their colleagues and get them removed.”
Guest speakers can also be unpredictable. “Always make sure you have a full rehearsal prior to the event, preferably on the day or the day before,” says Sutherland. “Make sure your guest speakers know their cue and practise their speeches with a full sound check.”
AND WHAT ABOUT.. THE REAL CATASTROPHES?
Thankfully, these are few and far between – but they do happen, so you need to be prepared. In fact, get it right from the off and with luck you won’t one day be grimacing over memories of the event from hell. Who knows, you might even find time to enjoy the fruits of your labour on the day itself. “That’s the best thing about events,” says Davenport. “The thrill of creating something magical, that just wouldn’t have happened if you hadn’t dreamed it up – you can’t beat it.”