But it can also include fun stuff like they love G&Ts or their favourite colour is green. The more you can describe them, the more you will understand them. Create an event that’s right for them.
4. Bring your stakeholders along for the ride
Collaboration is one of the cornerstones of delivering a successful event. Often you’ll have multiple stakeholders that you need to consider and get on the same page as you. Your stakeholders might include organising committees, your boss, your client, suppliers, even your own colleagues. It’s critical that they know what’s happening each step of the way so there are no surprises. For example, show them your strategy and get them to agree on it early in the piece. It will save you mountains of stress later on.
5. Plan plan plan. Prepare prepare prepare
The secret to a flawless execution is in the planning and preparation. If you can really think through the event in detail before you go onsite, you’ll be in a better position to manage the inevitable ‘obstacles’ that you can’t prepare for. Painstakingly plan every detail so the unexpected becomes less of a burden. A good rule of thumb is; if for some reason, suddenly, you can’t be on-site could someone step in, take your notes and run with it? Without needing any handover? If you can say yes, then you’re ready to begin…
6. Be ready to begin
Creating an experience or event can be hard. Long hours and pumping adrenaline are exhausting. No matter how busy you are in the lead up, make sure you are ready to begin. That means sleep well, stay hydrated and try to keep a clear head. No-one will benefit if you’re still writing nametags at 3am when bump-in is in 3 hours. Start the delivery of your event fresh.
7. Allow the event to manage itself, so you can manage the fires
If you’re well prepared, management of the event will take care of itself. The only thing you should be doing onsite is putting out the fires that will spark. Live events are like live theatre or television; there will always be something that happens that you’re not expecting. That’s part of the thrill. It’s probably why you love your job in the first place. So don’t worry if things are going wrong. Just fix them and move on, ready for the next fire.
8. Say thank you
I know this one sounds pretty obvious, but in the events industry relationships are critical. A client of mine, who is the CEO of a multi million-dollar company, personally thanks every crewmember after each and every event. This assures him loyalty and hard work on his projects. It’s also just good manners and as we all know, good manners go a long way. So when it’s over, stop. Smile. And thank everyone.
9. Debrief, measure, analyse
When the craziness is over you might feel like breathing a sigh of relief and moving on to the next thing. But you’ll never get better unless you take a moment to discuss and analyse how you went. This is true for you as an individual and for the wider team involved. At Aesthetic, we survey everyone involved in an event, from client stakeholders to our suppliers. The information we gather from that exercise is invaluable.
Your measurement should also link back to your strategy. Did you meet your objectives? As part of your strategy, what did success look like? Did you hit those benchmarks? Measuring your level of success is the only way to ensure that next time, you’ll do an even better job.