Even in these penny-pinching times, events are still proving their worth as a vital means of communication, with suppliers devising ever more creative and interesting solutions. Nicole Holgate reports.
The strongest influence on an event organiser’s decision-making is their budget, states Denise Ellis, Chairman and MD at Conference Contacts. Companies are being careful with spending while still wanting to get their message across in style. Perception is everything in this climate of austerity. “Even if the client has the money, they don’t want to be seen spending it frivolously,” she says.
This has led to larger functions having a more pared-down look. Rather than a large stage set and lots of lighting, the venue can fit LED mood lighting that is both minimal – compared to a lighting rig – and easier to alter during an event. Organisers can make huge savings on little touches such as tablecloths and flowers, which, Ellis says “can come down from £150 to £20 [per arrangement].”
Plus, she continues, many events are being trimmed back as small departmental gatherings are vetoed in favour of bigger cross-company meetings. Some businesses have even dropped internal events all together and reduced external ones dramatically. This means a three-day event will become a one- or two-day affair, or a three- or four-star venue is chosen in favour of a five-star one.
Businesses also expect more for their money and are willing to put in the research necessary to make sure they’re getting good value. “People are much more savvy,” Ellis comments. They want locally sourced food at a competetive price, without compromising on quality.
When trying to get the wow-factor on a lower budget, being creative is key, such as providing unusual incentives and alternatives to the usual rewards of cash bonuses or Champagne, she adds. “Companies want to create a memorable experience, not just an event,” elaborates Kate Stone, Senior Events Manager at Awesome Events. She recalls one planner hand-making all of the delegate badges; this laborious approach ultimately provided a memorable keepsake for the attendees.
In fact, your own company and its product can provide the inspiration for creative touches. “Supporting the brand is essential,” advises Neil Hooper, Creative Director at the Circle Agency. This can be done through subtle details, whether it be mood lighting, branded items or even coloured napkins.
It could also be achieved through activities. As Stone observes: “Delegates want stuff to do.” Hooper recommends collective exercises that get people engaged in the event. Stone adds that for a party, invitees will expect a show, while at most functions a photobooth goes down extrememly well.
“Once the event is over, ensure you have a means to follow up,” comments Hooper. This could be through creating a Facebook page of your event using photographs, or providing discounts on services or future events for attendees. Whatever the occasion, make it tailored and it will be one your delegates don’t forget in a hurry.
GET THE PARTY STARTED
Whether you’re doing it on your own or enlisting the help of an organiser, here are five must-dos for plannign your event.
• Find out what has been done previously, including the site, the style of the setting and what it was about the venue that meant the event was held there.
• Assess the feedback: what did delegates and clients like and dislike? How did people rate the venue? What problems did your company encounter there; what problems did attendees come across?
• Have a specific timeframe, but don’t make it immovable. If you are searching for a particular date, it will save you a lot of time in narrowing down available venues. However, if you have a bit of flexibility, you may be able to get some deals by moving the event by a couple of days.
• Build up trust and transparency. Specify your budget from the word go and hotels or venues may be happier to discount their day rates. If you are honest about what you want to spend, the hotel can work with you and will often provide extras in order to secure your booking.
• Be open to change. Perhaps you are set on a particular location, but your dates mean you will have to travel elsewhere for a suitable venue. This is where an event management company is keen to shine, as they will have a huge base of contacts.
With thanks to Denise Ellis of Conference Contacts
HIRE POWER
As any PA will know, an organised mind is paramount to the job. But when it’s time to arrange that all-important conference, exhibition or event, sometimes even the most methodical individuals can be overwhelmed by the sheer volume of the task in hand.
Technology now plays a significant role at any business gathering and the organiser must identify what equipment is needed and the quantities required, plus they should ensure that all items are delivered to the venue, installed and tested ahead of the event and then operated successfully throughout.
It is unlikely your company will own the latest tools required to execute a memorable event. Hiring equipment is convenient, cheaper and enables you to acquire the latest technology to impress your delegates. To identify your needs and arrange for all equipment to be delivered to your event usually takes only a phone call or visit to a website. After that initial contact, there will be no need to source additional equipment, to test existing equipment or to arrange for transfer of the items from their storage place to the event.
Hiring for a short-term need is also obviously cheaper than buying. It is even more cost-effective when you consider that you don’t have maintenance, storage or disposal costs to think about. There is also the added bonus of the equipment coming with expert technical support for the duration of the rental period. This can range from having the items installed to getting a dedicated technician on site to operate it for you.
Renting the equipment also means a specialist provider will be able to advise what equipment will be best suited to your needs, be it a projector, LCD screen, laptop, iPad, lectern, flip chart or lighting. But don’t limit yourself – consider the wow factor. What will dazzle your delegates and ensure they remember you for all the right reasons?
How about giving visitors an interactive experience with a giant touchscreen? You could set up an information point by mounting an iPad on to an attractive kiosk to provide a focal point. You can even offer interactive voting with an audience response system that provides polling software and devices, to allow your audience to instantaneously respond to a presentation.
The latest technology goes a long way towards providing the ultimate event.
