The Initial Planning of an Event

The Initial Planning

So much of the time – and I have been as guilty of this as anyone – people just dive into creating an event without going through a process that will help them create a kick-ass event that really meets their goals.

If you are going to put the time into creating an event, then you should do the right things at the front end.

Put things on paper as quickly as possible.

I don’t know who said it, but “It isn’t a plan if it isn’t written down” is one of my favorite quotes.

If an event is important, then you need a plan and that means writing it down. Even the most complicated event will have a plan that is no more than one to three pages (and two pages will almost always get the job done).

A written plan will help you focus on the right things while not missing the details. Just as importantly, a written document will help you be (and look) prepared in front of event stakeholders. Importantly, it is also good to note that – when it comes time to meet and make decisions – the one who keeps the written plan is the one with the power.

Know your key objectives and do everything with them in mind.

For every event you ever do, there will be a handful of key objectives (and fewer is always better). Take the time to think them through and write them down. It won’t always be possible to attach a numerical goal, but try to be as specific as possible; objectives with a numerical goal are always more real to everyone involved.

Here is a list of possible key objectives:

· Get 250 people to attend

· Attract three media outlets

· Persuade 20 VIPs to attend (from a list of 50 that you have created)

· Provide a fun evening

· Make 15 new contacts

· Boost your reputation as one of your area’s best party planners.

For example, if you are planning a health fair, then your key objectives might be the following:

· Obtain 10 sponsors who contribute at least $1000/each.

· Recruit 100 healthcare-related booths.

· Attract 500 people.

· Sell $2000 worth of healthcare supplies.

· Add 15 new people to your personal network.

As you can see, most of your key objectives will be wrapped up in the purpose of the event. But you are the one doing the work and one of your key objectives should be more self-serving. In the case above, “add 15 new people to your personal network” is a pretty common objective – the larger and stronger your network, the easier it will be for you to create successful events in the future.

If this is someone else’s event, make sure you know what they want.

Seems obvious, but this step can be overlooked. Take the time to sit down with whoever is in charge and make sure what they want is incorporated into the written plan. Make sure to include them as the planning document evolves.

Do a little research.

The process of creating something should always include research. Anymore, this will just mean poking around the Web for an hour or so. It is important, though, because you want to know what is happening at similar events and you want to gather as many ideas as you can.

Ask lots and lots of questions.

“If you want to come up with lots of ideas, ask lots of questions.”

Someone a lot smarter than I am said that. I’ll extend it though, and say, “If you are writing a plan and want to make sure you don’t forget something, ask lots of questions.”

I could easily write 100 questions to give you examples, but here are x – if you ask these questions at the beginning of the planning process and and revisit them from time to time, you’ll generally come out way ahead:

1. What are my key objectives?

2. Where could it be located?

3. What qualities do we need the location to have?

4. What is our attendance goal?

5. What is our budget?

6. Who do we need to make happy?

7. What could we do that would be special?

8. What do we need to accomplish with the agenda?

9. Who/what should we consider to be part of the agenda?

10. What have others done at similar events that we might want to emulate?

11. What have others done at similar events that we want to learn from?

12. What kind of food/drinks do we need?

13. What could we do that would be unusual?

14. What will people expect?

15. Where can we cut costs?

16. In what areas should we be sure not to skimp on cost?

Bring others into the process.

It does not matter how smart, knowledgeable, detail-oriented and creative you are. Your event will have fewer mistakes and will be better in every way if you bring at least a few other smart people into the planning.