We all want our events to be well attended, with new prospects that match our target market. One of the best ways to do this is by partnering up with other business owners to host events.
Why Should You Partner Up
Larger Pool of Potential Attendees
Bringing on another business also brings in their customers and potential customers.
Expense Sharing
While face-to-face selling has proven to be one of the most effective ways to close a deal, there is only so much time in the day. Hosting events is a great way to talk to more people and have them come to you but they can get expensive. Bringing on a partner allows you to share the costs of the venue, foot, etc.
Brand Awareness Boost
Having your event partner market the event will boost your brand’s awareness and you can gain customers down the road.
How to Pick the Right Partner
Make a List of Potential Partners
Someone who is in your industry.
For the fashion industry Clothing and Jewelry
One of your vendors or suppliers.
Farmer that supplies the produce for your ice cream shop
A business that has referred previous customers to you
Accountant and Financial Advisor
A complimentary business
Real Estate and Insurance
A person with a large following
Local celebrity, author, chef
Narrow down the list to see whose market fits your target attendee the most.
Ask if these people want to be involved.
Have a clear idea of costs, who will pay for what, and the amount of people you want to bring in before you reach out to them.
Make it clear that you would like them to invite their customers to the event.
Have three dates for them to choose from
Make the Most of a Partner Event
Have a giveaway that allows you to collect attendee information.
Introduce your customers to your partner
Make sure to provide some value to the attendees
Networking, free food, a seminar, etc
After the event
Type up all attendee information and give the list to each partner
Do a quick meeting to discuss the following
What was good?
What could be improved?
What are the costs associated with the event?
Did we get a good return on investment?
Would we do one again?
When will we do one again?
Partner events are a great way to get your name out there and gain a bigger following. You can do them in person or online. You can also extend the partnership through guest blog posts, Facebook or IG Live Q & A’s and general promotion of each others business.
The non-profit galas have started to follow a very predictable formula. Attendees arrive for light appetizers and drinks, a sit-down meal is followed by a live auction and a 50/50 raffle, with a silent and dessert auction to round out the night. A DJ is often engaged but few people dance and rarely does the sound system give off the proper acoustics.
Want to surprise your guests and encourage them to spend more money? Want to get more sponsors and give them better visibility than a logo on the program?
Skip the sit–down dinner.
I know, this has made you money for a long time, why change up a good thing? Because attendees are getting bored and their pocket books are not opening as easily.
Here is what I would do instead.
Switch the sit-down dinner for heavy appetizer stations. You can theme the event and match the stations to the theme.
A Southwest theme would have the following “stations”
A make your own nacho bar
A southwest egg roll station with a variety of dipping sauces
Street Tacos with bean and rice
A churro station with caramel and chocolate dipping sauce
A spicy hot chocolate and spiked cider station for a winter event.
You can do this with any theme from around the world to baseball or even “Sport” food. Normal food can be renamed to fit the theme. One of the best examples is that a skewer of grapes can be called “Seaweed” for an under the water theme.
Why skip the sit–down meal?
Your guests are encouraged to move around the event more. You can sell sponsorships to each station and sell sponsorships to the sit down tables as well.
You can then add a VIP area. For the southwest theme – I would add a tequila garden where people can purchase 2 or 3 specialty drinks. Sponsors automatically get entrance to this area and some extra drink tickets. For an around the world theme, add a “passport” that people can purchase to have a glass of wine or beer with each station. I would allow people to purchase this at the event for twice the cost of the pre-event cost.
Then you put the silent auction tables near the stations and set up the stations so the line would form next to the silent auction items. People will spend more time looking at the items as they wait for food and you will most likely get higher bids.
How this approach makes things easier
You will not need as many sit down tables and chairs because people will not need an assigned seat and save money.
You do not need as many centerpieces for the above reason.
You do not need to worry about meal options, people grab what they want.
You surprise your guests with a new experience and something different from the normal steak and/ or chicken options that come with 90% of galas.
Things to watch for
You will need more plates and utensils but can get smaller ones or use plastic
If you can, get the plates that you can hang a wine glass on. This makes it much easier for guests to eat and buy more drinks.
Ensure your caterer has a good staff that will keep stations well stocked.
Lines will begin to form, use them to educate about your cause or make more money.
You can do a VIP line like the express lane at Disney land for sponsors and those who pay for it.
If you are looking for something different and a way to surprise your guests, I think this is a great plan.
Reach out and I can help you brainstorm ideas for your next non-profit gala. I will offer a one hour consultation for free to any non-profit with a 501c(3) until June 30, 2019.
Site Visits are when you look over a venue before you sign a contract to host your event at that location.
Why do the site visit?
You can see the venue in person. We have all booked the hotel that has beautiful pictures and arrived to find that they used clever camera angles and outdated photos. Seeing the venue in person can make all the difference.
You get a better feel of the space. You see if there is enough room to have your event, look at the parking your guests will be using, see any obstacles, and observe the on-site staff at work. You are also able to observe the flow of the space and how people will move around.
Peace of Mind. As an event planner, this is huge for me, knowing what I am walking into makes all the difference. If I know the venue, I am calmer and able to cut the items I pack by about half. If I do not know the venue, I have a whole box of contingencies that I bring along from pens, zip ties, duct tape, and extra decorations.
When to do the site visit?
Do a ton of research before you consider doing site visits. You will want to read reviews and read venue websites for restrictions such as required vendors or hard cut off times.
Narrow your list to your top three venues and contact them. Ask them to send over pricing, rules, and venue layouts. Ask them for a list of past customers that will speak with you about their experience.
If you feel comfortable with the venue, schedule a site visit before you sign a contract.
What to look for during the site visit?
Does anything odd stand out?
If they provide tables and chairs, are they sturdy? If they already have a table set up – ask for them to pull out one more just to ensure.
Do you still like the venue?
Do you like the on-site team?
For most small businesses, you will be hosting events within your driving distance. I consider driving distance 2 hours. If this is the case, always do the site visit. If you are hosting an event out of town and have the funds to visit, always do the site visit.
If you cannot make the visit but are still set on having your event at the venue I would suggest the following;
Do you know someone in the area of the venue that can visit it for you?
Will the venue manager do a video call and walk you through the space?
Does the venue have stellar online reviews?
Site visits can be the difference between a perfect event and a catastrophe. Do them whenever possible.
A quick side note, speak with your accounting professional on how business travel can affect your taxes. Some travel is tax deductible but please confirm with your accounting professional before assuming this. Each state and industry have their own regulations to follow.
I loved the movie Oceans 8. It has a great cast but from an event planning standpoint – it has a great moment. The scene where Sarah Paulson’s character is talking about the need for a nutritionist on hand because of all the special request foods made me think of all the pitfalls that feed a large crowd can bring. I wanted to highlight the 3 main pitfalls that I have seen at events.
Food Allergies – Peanuts and Gluten are the most common food allergies that we hear about. I will often ask for food allergies in my event registration and then work around them as I can. Most adults with food allergies take responsibility for themselves. I worry about this more with children. In a buffet line, I will post the ingredients under the dish title.
Cultural Restrictions – Beef and Pork are the cultural issues that come up most often. This is easily solved by having a chicken or fish option. This is why beef and chicken are often the main dish choices at events. It covers 80% of the average population.
Vegetarian and Vegan – Vegetarian is often an easy item to fill with a pasta dish. Vegan is harder but not impossible to accommodate if you have enough of them. I look closely at the target demographic of the event that I am hosting before choosing to eliminate these option.
One thing to remember that unless you are hosting the Oscar after party or the Met Gala – you cannot please everyone. Work within your means to accommodated who you can and apologize when you can’t. Showing that you have made an effort to include everyone will go a long way.
What is the biggest food issue that you have faced at an event?
I feel that many people do Non-profit event budgets wrong. They start with what they will spend and at the end – figure out how much money they made. I believe you should start with the amount money you want to raise – and then see how much to spend and budget.
Example 1: If your non-profit wants to make $1,000 and you plan to have 50 people – your guests must spend $20 over what it costs you to host them. (1000/50=20) So, if it costs you $20 to have them at the event – you need to sell tickets at $40 a person.
Example 2: If your non-profit wants to make $100,000 and you plan to have 750 people – your guests must spend $134 dollars over what it costs you to host them. (100,000/750=134) Assume a nice dinner is $100 a person including the food and table rentals, you would need your guests to spend $234 for you to hit your goal.
Working backwards can ensure that you at least meet your financial goals and then figure out how to exceed them. But always keep in mind the cost per person and then adding how much you need to make from each of them on average.
Tips for keeping event costs down
Promoting a Sports Team or School – use their trophies as centerpieces. They are free and provide talking points and even table names.
Good food, lots of drinks, and music are your basics.
Find a theme and go all the way. Cheesy is easier to do than elegant.
Dollar stores have glass vases and candles.
Rent the vases your flowers come in.
Use white linens – people rarely care if they have been eating off of the iridescent golden camel linens.
Supporting kids? Have the group you are supporting make the centerpieces. Some paint, craft paper and glue can go a long way.
Supporting the arts? Do banquet tables instead of rounds and place white butcher paper over the white linens. Give people items to color with.
Supporting kids in the arts? Buy the wine early and let them paint on the bottles. You end up with table decorations that will be used.
