I love watching the Wedding Planner and 27 Dresses – but real world events do not happen like that for small businesses. You rarely have a crew of people running around with ear pieces to ensure that every detail is perfect. Most of the time, it is like I was this weekend – running solo.
I arrived at 10:30 am for an event start time of 5:30 pm. I had never seen the inside of the venue but the company had hosted similar events in the space. First thing that happened was the person helping me get into the building set off both sets of door alarms. Second thing that happened was that 8 couches awaited me in the middle of the venue.
They had set up the 8 tables in and around the couch formation. This completely restricted the flow of movement and was a hazard to the couches. So, I spent the next two hours moving tables, chairs, side tables and the couches themselves – and no one at the event knew about it.
Event planning is not glamorous.
It is long hours spent working on details that are rarely noticed when they are done correctly but always noticed when they are not done. It is listening to people complain about the brand of soda at the event. It is cleaning up after people as they leave their glasses and food across the tables. It is putting on make up and getting dressed in the bathroom of the venue because you do not have time to go home. Event planning is all of this but it is much more as well.
Event planning is very rewarding.
Creating and nurturing an idea that then comes to life in front of your eyes is addicting. I get a fizzle down my spine as all the details start to come together. The relationships you build with others in the industry will last far beyond that one event and turn into true friendships. Event planning allows you to transport people to worlds of fun and fantasy, bringing joy to so many.
So while event planning is not like the movies it can be so much better because you help create dreams, are involved in their most special days, and make lasting memories. At the end of the day, it is worth the long hours and the 10-15% of people who test your patience and your ethics to make someones day.
Tips for Succeeding in Event Planning
Grow a thick skin. People will always think they could have done better without knowing the details.
Learn to love the process. Taking and idea from inception to creation is an amazing feeling.
Find good partners to work with. Having the right people around you and helping you at events make a world of difference. I keep list of my preferred vendors and a list of people who I will not work with again.
Promotional items can be the cherry on the top of a great trade show or event. They will extend the life of the event and keep your company top of mind. The problem is getting the promotional items in the right hands and to keep the trick or treaters at bay.
Trick or treaters are the people that walk around with their giant bag or rolling cart and grab three of everything “for their grand kids”. They are the people that walk up and try to take items off your table that are not even promotional items. They are the life sucks that can walk away with $5 – $15 of items and never say hello or be qualified as a lead.
So how do we get items into the right hands and keep the trick or treaters at bay? Here are my top 3 tips.
1.Promotional items should have a purpose.
You can read my 5 “W”s of Promotional Items here. I do not advocate giving items away just for the sake of keeping the masses happy.
2. Make a game out of giving the items away.
A person must complete a set of actions to get specific items. For instance, if you are giving a pen away, they have to write down one thing they have learned at the show and their contact information – with the pen. You can ask people to take comment, post, like, or tag on your social media profiles. You can ask them to sing a song – whatever works with your goals for the trade show will work here.
3. Do not set them on the table at the front of the booth.
This allows people to do drive-by. They walk over, grab the item, and keep right on walking. Make attendees work for your give aways. Even if you are going for the shot gun approach of trying to hit everyone, a small interaction will make the item and your company more memorable. I will often buy big bags of candy to place out for the people just walking by to grab items. This keeps people happy and allows me to interact with the people who want to talk with me.
Every part of your booth needs to help drive your shows goals forward – especially your promotional items. These are items that people are taking with them and will be used to remember your company. Do not let it be a grab and go process – work on having an interaction and creating a memory to go with the item.
I often take the time in December to plan out my next year, to see where I can improve and how I can push my events to the next level. I have been diving into various TED Talks lately and wanted to share the top 3 that inspired be for 2020.
What I Learned From 100 Days of Rejection by Jia Jiang
Trade shows 80% rejection, people walking by or saying no thank you. Learning how to accept that is a crucial part of the process.
Embrace the Remix by Kirby Ferguson
We rarely start from scratch with our trade show programs. We have Brand Guidelines, legacy materials, and past data that we can constantly remix into better ideas.
How Great Leaders Inspire Action by Simon Sinek
I find that after a long year, going back to Simon Sinek’s Golden Circle and focusing on the why is a great reset for my brain and creativity. We often focus so hard on the benefits and features of the products or services that we forget that people don’t buy those. They buy the why.
What are your favorite TED Talks or inspirational videos?
When you have 200 – 300 other booths you are competing with for attendee attention, it can be disheartening. There is hope. Here are the three ways YOU as a small business owner can stand out at a trade show.
1. Be a Speaker
Being a speaker at a conference has very few downsides. You will be seen as an industry leader, trusted by the selection committee, and given a platform to sell yourself – without the sales pitch. Learn when speaker selection starts and submit your proposal early. Do NOT pitch your company or services until the last 3 minutes of your presentation. This should be limited to, here is what we do and here is the booth we are at if you want to chat more. Nothing turns attendees off more than an hour-long sales pitch on what your software can do for them.
2. Dress the Part
For a team of you, have branded attire such as shirts or name tags. If your booth has a theme, dress the part. I have seen people in full formal wear, others in hiking attire and more. One of the most memorable was a group that wore lime green suit coats. I still remember them and their product. If you do not have a theme you can dress too, then dress business casual is a good bet.
3. Be in the Moment
Engage with the attendees. A smile and asking how they are doing will stop most people. I will compliment jewelry, a fun scarf or other accessories to start a conversation. The group in the lime green suit coats, they were memorable because of the connection as well as the color.
Being in the moment means no phones or laptops unless they are used to collect leads. You have spent a lot of money on your show, use every minute you have and connect with as many people as possible. Remember that while not everyone is a lead now, everyone can be a lead or a referral later.
As a small business owner, you need to use your investment in the trade shows. Find a way to stand out and be memorable. This will help you to start a lasting relationship.
Canceling an event can feel like you have failed. It is a hard decision to make and many valid reasons to do so. I have canceled or postponed events for a variety of reasons and it is always hard. But, it is better to cancel or postpone an event than have a Fyre debacle.
Reasons to Cancel the Event
Poor Attendance
You should have done a cost analysis when you started the event and know what your break-even point is. Even if you are doing a free event, estimate the value of the attendees. Create a drop-dead date and if you do not have the attendance you need, then decide if you want to postpone the event or cancel it altogether. I have gone against this advice and had bad events.
Bad Planning
If you want to see a case of bad planning, watch one of the Fyre Festival documentaries that have been released later. Woodstock 50 learned from that lesson and canceled their event because they could not find the proper venue to host it. You can read about it here. We can learn from these mistakes and know that good planning and know when to pull the plug.
Security Threats
This is becoming more of a concern and every threat made against your event should be taken seriously. Call the local authorities with all threats and have them investigated. If you feel that any threat made the day or is credible, cancel the event. It is better to be on the news for canceling an event than the other options. As an event organizer, you are responsible for the safety of your guests. Take that seriously. See how Cardi B handled this issue.
How to Cancel Your Event
Spread the News as Fast and as Far as You Can
Send emails, letters, post it on social media as soon as you have made the decision to cancel the event. Apologize for the inconvenience, state why you are canceling and the new date if you are postponing it.
Refund the Ticket Costs
I would suggest refunding the entire ticket cost. If you have to keep an administrative fee, make sure that is spelled out in the legal disclosures that people agree to when they purchase their tickets. If you plan to postpone the event – offer the refund the people who are unable to attend the new event date.
I hope you never had to cancel one of your events, but always have a plan in place and a drop dead date on when you will make that decision. I have found when you carry an umbrella, it rarely rains.
Sponsorships are a great way to raise a significant sum of money for your non-profit. Now, if you are offering a table of 8, an ad in the program that no one reads, and a slide on the presentation deck…
…you are doing it wrong.
Now, I take that statement back if you are raising money for baby animals, children, or a major illness. If you are raising money to give sick children a puppy, that is a trifecta and I wonder why you are on my blog.
Here is the deal, people are giving your their money for some perceived value. If you are not gaining the level of sponsorship that you want – you need to up the value. Here are some ways I would do it.
Annual Sponsorships
Going back to the same well over and over again will eventually drain it dry. Or you will get smaller portions of water. If you do more than one event a year that you ask for sponsorships I would suggest creating an annual sponsor package. This package can have different levels but a sponsorship to the events is built in.
For example, if you host a gala and a golf tournament, put an annual sponsorship together than includes a table and tee sponsor, with additional marketing on social media, at the non-profit head-quarters, on email campaigns, and your website. This allows you to approach people once a year and provide them value all year long.
Beyond the Table Sponsorship
Why would someone sponsor a table, fill it with the people who work for them or their friends, and have no one outside of the organization know that they sponsored a table.
Extend your sponsorships out to include the following
Photo Booth Sponsorship
I personally love to sponsor the photo booth at events because you know that at least 30% of attendees will get their picture taken in it and then your logo is plastered all over their pictures.
Bar Sponsorship
People spend a lot of time in line or waiting for their drinks. Use that time to promote your sponsors and provide them extra value.
Water Station Sponsorship
This is especially good for all day or multi day events.
Ticket Sponsorship
Goodie Bag Sponsorship
You can have one company provide logoed bags and others can pay to have items put into the bags. This is great for golf tournaments and conferences.
Ask Your Donors
My last thought is to ask your top donors what they would like to do or where they would like their name placed at your events. You can gain some amazing insights from the people who support you.
Think beyond the cookie cutter sponsorship and your event and its profits will grow.
