Everything you absolutely have to know...

Here is the response to, “Tell me in as few words as possible the things I absolutely have to know to create a successful event.”

Read this post; follow all of the steps any time you have an event; and your events will be better than most of what passes for “professionally produced events.”

1. Write out the plan for the event and then actually use the document in the planning process.

From beginning to end – in a notebook or on your laptop or wherever – write out the entire event. This can be a big checklist, an outline, a narrative, or whatever works for you. But take the time to write it out and then go back and reference the document you have created whenever you are thinking about the event. Let the document evolve as the event evolves. This one step will increase the probability of your event’s success

2. Personalize where possible.

Events are about real people wanting to spend time with other real people. Any time you have an opportunity to be more personalized, take it. For example, if you are working with an organization that is having an event, it is always better to have the invitations addressed as though they are being sent by an individual, rather than the organization (so, the return address might be from John Smith, instead of from the Salvation Army).

3. Do something memorable.

Whatever it is, just think of something you can do at the event that is special and memorable. This might be a small gift at each setting; it might be unexpected live music; or it might be a fresh flower handed to each female guest as she arrives.

4. Location

The main thing about location is that you need to think about your needs – seating, parking, accessibility… and make sure the space you have meets all of those needs.

5. Get help with the planning.

Yes, you can do an event of just about any size all by yourself, if you really must; but it will be so much more fun, more creative, and generally more successful if you find at least a few people to help you think, plan and execute. A well-run group of even two or three will have more good ideas and make fewer mistakes.

6. Get bids.

Locations. Caterers. Florists. Whatever. For any item that you are spending a significant amount of money, get at least two bids, and three or more tends to be better. This will give you a clearer picture of both quality and price.

7. The budget.

Sit down and write a budget that includes everything you think you are going to need and adds up to the amount of money you want to spend. As you think of things that need to be added, either reduce the cost of something else or increase the amount of money you are willing to spend.

8. Set priorities. Who needs to be happy? What will make them happy?

Any time you do an event, it is true that there will be tens or even hundreds of details to juggle. It is also true that there are two or three key things that deserve most of your attention, and if you make sure those things are taken care of, then everything else will be okay. The budget is often one of these things; maybe keeping the keynote speaker happy should be on your list; if there are sponsors, meeting the needs of one or more of them might be key. Recently, I did an event in which the priorities were the quality of the written invitations, the smoothness of the seating process, and making sure we received media coverage. Those three things worked out extremely well, and very little else mattered.

9. Photographs

Always have a photographer at events – professional if it fits your budget, but your little sister will do. Digital pictures are a powerful post-event tool. They can remind sponsors of the event’s success; they can be sent to attendees, posted on a Web site or on Facebook (no matter what they say, most people love pictures of themselves); and then can be used to promote future events.

10. Program

I have a couple of key rules when it comes to the program for an event. First, when in doubt, keep things short. Second, focus on speakers who have a track record of leaving their audiences happy. Third, implement time limits for every aspect of the program and make sure people stick to them. Fourth, with as much lead time as possible, provide all program participants with an agenda and instructions (and possibly a script); then provide them at least two more times before the event; then provide them a written, one-page copy of the agenda and instructions as they walk into the event.

11. Follow-up a lot

For every aspect of the program, follow up at least once to make sure that everything is happening the way it is supposed to be happening. With program participants and other VIPs, the more follow-up the better.

12. Staff and/or volunteers

If you choose good people, everything else gets a lot easier – you want people who can make decisions and will represent you well (especially at registration tables and anywhere else they might interact with people).

13. Training/instructions for helpers

No matter how simple the task or seasoned the worker, provide a short, written description of all expectations and go over it in detail. If there are common problems that will be encountered, include these in both the written instructions and the training. If there are little things that are important to you (smiling, saying please and thank you), include these things, too.

14. Arrive at least 90 minutes early

Your goal should be to have absolutely nothing to do for at least an hour before an event starts. Your whole job is to be around in case there is a crisis, and to be the calming force for everyone else involved with the event.

15. Know who can fix things at the event

Quickly identify the staff person or people working at the event location who can fix things quickly. Problem with the sound system? Need an extra table? One of your speakers needs a different sleeping room? There is generally one person who will be your number one fixer and you had better be sure you know exactly who that person is.

16. AV equipment

Test it. Then test it again. Then make sure you have tested it. Have a back up ready and tested because as soon as you don’t, something is going to go wrong.

17. Say Thank You

After the event, be sure to thank everyone in writing. An e-mail is okay, but a hand-written note is best. Thank key staff people; thank the VIPs; and thank the participants. If you feel like you only have time to thank a few people, make a list of everyone involved with the event, prioritize it, and work your way down the list until you’ve spent the time you have. Remember, events are about building relationships, and people like to be thanked.