NECESSARY ELEMENTS

Concepting:

Matching creative to clients’ needs sounds obvious, but make sure the overriding idea is nailed. Miss the mark with concepting, and no matter how well the event is planned and executed, the program will fail.

Master Organizational Plan: This master blueprint includes everything from itineraries to contact information for each vendor to emergency information. The “bible” also includes the timeline and responsibility assignments for specific individuals or groups, and holds each party accountable.

Schedules and Site Maps: From vendor deliveries to entertainment, schedule well ahead of time, then recheck dates with all event decision makers.

On-Site Manpower: Don’t take chances on your staff! Careful selection, screening and training are critical. Clear expectations, coupled with consistent monitoring, improve performance. Make sure staff can deliver the messages. After all, they become the face of the brand to the consumer.

AS IT HAPPENS

• Site Inspections: Inspections allow the event marketer to formalize the “strike” plan of attack for event day: the load in, the driving route, even the power supply plan.

• Permits: Get the proper permits! City or state government, parks and recreation, fill out the proper paperwork, submit the applications and go through the approval process. Each locale has different codes governing events.

• Insurance: Each event property requires different types of insurance coverage. Do your homework, talk to all of the appropriate parties and find out specific requirements for coverage.

• Setting Client Goals: Define goals months prior to the event; revisit throughout the design process and just before the event. Goal setting provides benchmarks and allows measurement throughout the event.

• Visual Extensions: Maximize branding with signage, exhibits, tenting and banners. These add life and help create an association with the audience.

• Sponsorship: If it’s an existing event, sponsorship heightens your presence. Don’t be afraid to ask for additional elements in the sponsorship package and be sure to get it in writing.

• Select a Project Team: Assign a field team of experts who will give unparalleled service and best represent the event/client. Clients should feel that the on-site event team is an extension of themselves.

• Security: Beforehand, security watches over important deliveries and set up. During the event, have a professional security firm on hand.

• Match AV and Master Electrician: They should be introduced at least a month ahead of time to discuss items such as music and sound.

• Design/Creative: Equipment and displays should be thematically designed and strategically placed. All integrated promotional materials (wearables, P-O-P, giveaways, signage) need to be uniform.

• Contingency Plans: Educate the field team on how to handle problems. Emergency personnel need to be on stand by.

• P.R. Opportunities: Many events draw media attention and it is important that the client, not the agency, be the mouthpiece of the event.

• Real-Time Reporting: Let technology track event day results. Audits, trouble shooting and necessary adjustments during the event need to be reported immediately.

• Tools of the Trade: Nothing takes the place of a plain old walkie talkie. Being able to communicate with your entire staff is crucial to the successful operation of the event.

• The Clean Up: When an event is over, have a waste management firm clean the area — it reflects on the client.

• Post-Event Reporting: Afterward, ask yourself: Has the client achieved a return on their investment? What have we learned? How can the program be revised in a renewal/retained relationship? Did the client/event meet its goals? Do we need to make any changes before our next event?

Brad Nierenberg is the president of Washington, DC-based Momentum Marketing; Liz DiLullo is the agency’s business development manager. They can be reached at www.4momentum.com or via [email protected].