Head on Over to the General Session, There's Plenty of Parking and the Water is Fine!

I’ve been reading a really great book by Tim Sanders. It’s called the Likeability Factor (http://www.timsanders.com/). In it, Tim talks about how people who are well-liked generally fare better in life. Not exactly rocket science, but Tim does go into a fair amount of detail deconstructing key personality traits of the well-liked individual and actually gives you tips on how to boost your own “L” factor. I’ve been thinking about different ways the “L” factor makes its mark in the world of corporate events.

This summer, my family and I have been frequenting a State Park in the NH Lakes Region. There is a woman who works at the park, (for the purposes of this post, we’ll call her Margaret) who clearly possesses a high “L” factor. Even on the busiest of weekend days you can always count on a cheerful greeting, the current water temperature and an update on the parking situation from Margaret. She’s so genuinely nice that even our six-year old daughter looks forward to seeing her well in advance of our arrival at the park. In short, Margaret makes the uneventful act of pulling into a state park a pleasant experience for my family.

What kind of difference would it make if you had a team of Margaret’s staffing the registration desk at your next corporate event?

Ask for an Audit Before Your Next Tradeshow

As companies continue to exhibit at their industry's trade shows, more and more are asking for audited information about who "really" attends these events. This article from Event Marketer magazine provides some insight into the development of "event audits" to help companies better assess which trade events they should be attending to reach their audiences and maximize their ROI.

It's common sense that your organization should be taking a hard look at the events at which it exhibits. What will your presence at the event achieve? How will you support your marketing efforts before the event, during the event, and post-event? Ask questions, not only from show management, but also from other exhibitors (and not just the ones the show management company will provide) to better understand the total costs involved and the potential for generating new business opportunities. What you learn may be vastly different from what the show management's marketing team wants you to know.

Has anyone seen any "formal" audits from any of the trade events they're going to? If so, we'd love to see a sample to better understand what criteria is being audited. Drop us a line if you have any comments on this.

How to Manage a Corporate Event - Part 3

Last week, I talked about hotel logistics, which is often the first people think about when planning an event.

But perhaps just as important to where you're holding your event is what you're going to talk about, and who will be doing the talking. The right mix of content and speakers will go a long way in helping to build attendance.

A well-orchestrated and content-rich meeting can help your organization by boosting morale, educating your attendees, generating leads, and increasing productivity and profitability. Take a look at these business objectives:
- Educating your sales force, users or employees
- Training employees on the use of new technology
- Brainstorming new product ideas or introducing new products internally or to your customers and press
- Teambuilding across functions within your organization, such as sales, marketing, finance,
engineering, and manufacturing
- Motivating your sales force
- Rewarding sales representatives or other employees for outstanding performance
- Introducing a new executive or department head to your employees, users or customers
- Presenting market research
- Presenting a company's new strategic mission

Which of these key objectives are most important to your event? Pick your top three from this list, or write down your own top three, and share them with your event team.

Here's a smart thought: Before determining specific presentation topics, speakers and visual support (PowerPoint, Flash, video, etc.), you should clearly define the objectives of your meeting, as well as a means of measuring results. Take a careful look at the mix of employees, customers and others that will be attending the meeting.

Next, develop a meeting strategy that utilizes those tools most important to your objectives. An educational meeting has far different requirements than a motivational meeting. And no matter how serious the meeting, build in some sort of fun or other diversion. Consider giving small gifts, using contests related to the topic, or handing out information related to your meeting's location. Consider humor and/or an element of surprise, but always err on the side of caution if you are unsure of what the audience response may be.

A great way to begin is to develop a simple, memorable theme that takes all of your objectives into consideration. Where appropriate, a creative treatment of the theme (an event logo or “look and feel”) can be developed to provide your event with a brand.

Some Key Things to Remember:
Lastly, here's a little checklist of key items to remember while planning the content of your next event:
- Invite Key Executives Early to Either Speak or Attend
- Determine Keynote Speaker/View Demo Tapes
- Keynote Photo OK to Use in Collateral?
- Speaker Budget (Including Transportation)
- Confirm “Green Room” with Logistics Person
- Special A/V Needs for Speakers?
- Develop Skeletal Agenda for Approval
- Stay On-Message Throughout!
- Tie Content into Teambuilding?
- Tie Content into Activities/Recreation?
- Design Thematic Template for PowerPoint
- Provide Template to All Speakers
- Hardcopies or CDROMs of Presentations
- Potential Webcast of Event?
- Customers as Speakers?
- Video Presentations?
- Speechwriting Support?
- Are Teleprompters Needed?
- Videotape Keynotes for Future Use
- Pre-Event Rehearsals
- On-Site Rehearsal Schedule
- Build Audience Q&A Into Agenda
- Panel Discussions as Option?
- Speakers Available for Post-Reception?
- Do Speakers Run Their Own PPT?
- Develop Survey to Track Response

I welcome your comments!

Coming Next: Attendee registration and travel to your event.

How to Manage a Corporate Event - Part 2

Last week, I talked about building a corporate event management team, with specific responsibilities assigned to each team member.

One area of extreme importance - and often the first area people think about when planning an event - is hotel logistics or what is often referred to as meeting planning.

Where should you hold your event? Do you have a core group of attendees traveling from one location? Do you need to be in a central location? What type of venue will work best for your event, and send the right message to your attendees (and corporate executives)?

Several key areas are listed here. Review this list, add more if needed, then rate them from one to ten in importance to both your organization and attendees:

____ Cost of Meeting Space, Food & Beverage
____ Layout of Meetings Space, # of Breakout Rooms
____ Cost to Attend at Venue (Airfare, Hotel Rooms)
____ Quality of Food & Beverage, Accommodations
____ Access to Other Attractions in Area
____ Venue Amenities (Health Club, Pool, Wireless Internet)
____ City Location
____ Resort Location
____ Conference Center Location
____ Corporate Office Location (Auditorium, Cafeteria)

OK, got that? Now, once you have rated the above items, look for common scores, and build off of these items first in your search for a venue.

Here's a smart thought: If attendees are paying to attend your event, including airfare and accommodations, you may want to consider giving more weight to their needs. If you are footing the bill for the conference, pay a bit more attention to your scores first.

Look to the Web
There are many venue search tools available on the web. One site that is simple to use and easily understandable is http://www.eventective.com. You will need to have an idea of attendee size, city or state where you plan to hold your event, and room set-up (theater-style, schoolroom, banquet, etc.). The search engine will then locate properties that have space for you.

Things to Remember
Lastly, here's a little checklist of key items to remember while planning the logistics of your next event:
- Preferred Event Dates/Days of Week
- Back-Up Event Dates/Days of Week
- Check for Major Holidays/Religious Holidays
- Site Visit to Top 2 or 3 Venues
- Budget (Per-Person Cost, Including Taxes)
- Contract Terms, Deadlines for Deposits
- Food & Beverage Guarantees, Minimums
- Food Tasting
- Menu Planning (Low-Carb, Low-Fat Options)
- Indoor Back-Up Locations in Case of Rain
- Average Temperature During Your Event
- Room Block & Cut-Off Dates
- Competing Companies at Venue Also?
- Union Labor Concerns?
- Ample Set-Up Time for A/V & Staging
- Ample Tear-Down Time for A/V & Staging
- Cost for Taxi from Airport to Venue
- Room Décor for Special Events
- Registration Desk Set-Up for Your Event
- “Green Room” for Guest Speakers
- Gratuities for Great Staff Members
- Rooming List
- Breakout Room A/V, Power, Internet, Etc.
- Recreational Activities Determination
- Local Entertainment Options (DJs, Etc.)
- Photography
- Guest Programs
- Off-Site Functions (Dinners, Etc.)
- Transportation to Off-Site Events
- Post-Event Analysis of Property

I welcome your comments!

Coming Next: A focus on content development.

Companies Embrace Golf Tournament Scene

With the PGA tour's final major being played this week, this article from ABCNews.com covers the increasing use of corporate hospitality tents at PGA event venues. I would also suggest that companies considering this type of marketing event also look into other opportunities/venues on the LPGA and Champions (Senior) tours, where these types of sponsorships may be a little more cost effective.

In any case, if you're challenged with trying to come up with high-level events to reach out to your best prospects or to cement relationships with your best customers, and you have the budget to pull it together, then a corporate tent at a PGA tournament may be just the thing you're looking for.

Fore!

Firms Missing the Boat on Meetings Management, Study Says

Here's an interesting article from Corporate Meetings & Incentives' August 1st issue:
Firms Missing the Boat on Meetings Management, Study Says

How to Manage a Corporate Event - Part 1

Managing an event can be one of the most time-consuming things that will ever come across your desk. And if you already have a “full-time job” in addition to your event management duties, getting organized before you begin the process may be the most important thing you do.

This post is the first of a series of "columns" that I'll publish here, about different aspects of event management, and how to keep things under control.

Remember that every event is different, so while everything written here may not apply 100% to your event, it should provide you with a framework from which to begin your planning.

Part 1 - The Corporate Event Management Team
First-things-first: Who is on your event team? Who is going to help you make your event a reality? A success?

Get a piece of paper, open a WORD doc, or scribble this down in your tablet PC: List each person and his or her responsibilities. Make sure your “core team” is aware of all aspects of the event, not just their individual segment of responsibility. This will help to make your event more cohesive.

At the same time, you should determine what types of outside suppliers to use, based on your company's internal ability to manage the meeting, as well as the size of your group. To get you started, some responsibilities are listed here (and by the way: If you can’t think of anyone except yourself to add to this list of team members, then you seriously need to consider calling Brainium today!):

PRE-EVENT TEAM
* Hotel Logistics / Meeting Planning
* Content Development / Speakers (internal and external)
* Attendee Registration / Travel Arrangements
* Pre-Event Marketing
* On-Site Event Collateral
* Event Staging & Audio/Visual
* Special Programs / Activities

ON-SITE TEAM
* Attendee Contact Person
* Hotel & Special Events Contact Person
* General Session & Speaker Contact Person

POST-EVENT TEAM
* Attendee Follow-Up / Evaluations
* Hotel Logistics / Prep for Next Year's Event

Again, get a name down next to all of these areas of responsibility. Let each person flesh out their own idea of what they must do, then compare notes and make sure everyone is on the same page.

And remember, you can't do it all by yourself, not if you're talking about a large corporate event with a 6-18 month planning cycle. It's always wise to have other people involved in the process in case (1) you go on vacation or take a leave of absence, (2) you get sick, (3) you get re-assigned to a different department, or (4) you leave - voluntarily or involuntarily!

I welcome your comments!

Coming Next: A focus on hotel logistics and meeting planning.

Our New Web Site is "Live"

Well, we've finally wrapped up "phase one" of our new Web site (www.brainiumevents.com). The site reflects our agency's exclusive focus on corporate event management and marketing. We invite you to check it out when you have a moment. And, of course, please feel free to share any comments or feedback about the site.

Look for updates to the site over the next few months.

Go Red Sox!

Thanks,
Ron

“Think Like a Fish” to Attract More Attendees to Your Next Event

In the corporate event world, it takes significant effort and marketing know-how to cultivate and attract the right audience to attend your events. In fact, the old adage “if you build it, they will come” is not usually enough to captivate the high-level attendees you need to fill the seats. When it comes to event marketing, I’d recommend that you start thinking like a fish.

What do fish and corporate event marketing have in common? Actually, the phrase “Think like a fish” comes from Bill Stinnett, consultant and speaker to the world’s greatest sales teams. In his book Think Like Your Customer (The McGraw-Hill Companies, $16.95, www.books.mcgraw-hill.com), Bill recounts a story of how his Dad always told him to “if you want to catch a fish, you've got to think like a fish. Bill eventually realized that what his Dad was really trying to say was that in order to be an effective fisherman you first need to understand fish behavior and what the fish think about. Once you know “what” the fish are thinking and how they behave, you’ll then have a better idea of where to find them.

While Bill’s advice is focused on helping sales teams “catch” new customers, I think the “think like a fish” approach can also be applied to the marketing of corporate events. If you’re trying to attract high-level executives to your two-day “Executive Summit”, then you really need to research and understand exactly “what” the audience is thinking about. From that vantage point, you can then put together an event program (and marketing) that clearly demonstrates your understanding of their “world” and how your event (and solution) can help them address the issues they’re facing.

I highly recommend Bill Stinnett’s book for any marketing, sales, and event professionals looking for a fresh take on what fish, or, I mean customers and prospects are thinking about. Happy fishing!

For more information on Bill Stinnett’s sales consulting services, and world-class keynote and breakout presentations visit www.salesexcellence.com. To order Think Like Your Customer, please visit www.books.mcgraw-hill.com.