You may be used to organising functions in the UK, but planning events abroad can be incredibly daunting. Claire Higgins provides a few pointers to help you get started.
Be prepared
The most important thing to do is gather as much information as you can from your marketing and events teams. Ask
to participate in the event planning meetings and let them know you’re not just there to book travel and accommodation or deal with invoices – your presence will always be appreciated.
Get to know your team
If you’re lucky enough to have an in-house marketing and events team, make sure you know who does what. Emphasise that you’re on hand to help them, especially if you’re based in a different country.
Timing is everything
Working on an overseas event doesn’t mean shifting your working hours to suit the same time zone as the country it’s in, but be aware that some suppliers will be unreachable at times. Make a note of their office hours. It can help to add time zones to your Outlook calendar.
Keep everything on file
Sales calls and junk emails can be annoying, but they can also be relevant. Store emails and brochures from stand designers, logistics companies, hotels and venues and keep them in an organised filing system – being able to produce
an immediate shortlist of suppliers, especially international ones, will shorten the time you spend researching.
Deadlines, deadlines, deadlines
Some countries may uphold different expected deadlines for confirmation of an event. Show preparation can occur weeks beforehand, so ensure that a checklist of all the relevant dates (supplied or your own) becomes your best friend.
Technology is there to help you
As with UK events, US and mainland European shows also need those vital health and safety forms, and they will be available for you to look at online. Even if you’re using an external supplier to run your event, familiarise yourself with the website explaining their requirements. Bookmark all the pages you will need at a later date and remember to communicate these requirements to your marketing and events teams.
Learn the lingo
Naturally this is relevant to UK events too, but if you don’t know your truss from your technocrane, give yourself a crash course. Your suppliers, events team, show and venue planners will take for granted that you’re aware of the main physical and technical tools involved, so research them or ask someone in the know. This will also help avoid any errors or unexpected costs on your invoices due to unnecessary equipment being ordered.
Know your labour law
Planning an expo in the US? Remember to revise the correct hire laws for the venue. Some US event teams require one company to drop your items at the door, another to put them on your stand and another to do the technical bits. Employment laws also mean that British citizens aren’t always allowed to do manual labour on-stand, so double-check if you will need to hire extra hands.
Don’t forget…
Have fun with it! Don’t suffer in silence, and remember to put as much planning into these events as you would do with a UK one. No event is worth getting stressed over, so don’t be afraid to ask for help when you need it. Your suppliers and teams may already have experience of working overseas, so allow them to ease the burden if you’re struggling.
Claire Higgins is Marketing Manager at media and music software company Counterpoint Systems. For more event planning advice, contact her through counterp.com/press
