Whether you have an internal events team or not, hiring a dedicated event professional to help with logistics and day-of is a must! On this episode, we chat with Kalsey Beach & Hannah Hegman of Do Good Events, an event and staff planning company that specializes in corporate, non-profit, and social events. Kelsey is the President of Do Good Events and Hannah is their Senior Events Manager. They fill us in on common mistakes, and give us tips on how to ensure your day-of is a huge success (and a weight off your shoulders!).
KELSEY, WHY ENTER INTO THE EVENTS BUSINESS?
Like most event planners, it runs in my blood and honestly gets my adrenaline going. The name “Do Good” really speaks to what we want to bring to the event world, the community, etc. We want to bring people together, cultivating community, building awareness, and creating memories.
WHAT MISTAKES IN PLANNING OR EXECUTING AN EVENT HAVE YOU’VE SEEN?
- Lacking a Leader. When there is no official leader on site to make sure the event is set up for success the host can no longer be the host and enjoy their party. This often happens when people aren’t doing enough planning/pre-production. We often see this with our clients who are planning their first event or gala and they don’t realize all the little details that need to be planned, like who is picking up the silent auction items. This is where we step in and guide them with a checklist with everything that has to get done.
- The Post-Event Marketing. Planning goes much beyond the event! You need to thank your sponsors and vendors, get your traction on social media – do recaps, post photos, and figure out tear down plans, etc.
- The Pre-Event Marketing. Social media is a huge place for that. Use Influencers! *More below* Having a silent auction? Put it online and start the bidding a week ahead of time! That expands your opportunity to fundraise and reach the people that cannot be there. Also, it prepares people to spend money at the event.
- Event Theme/Brand. We’ve seen people not do it all or be really inconsistent with it. It creates recognition for your guests, so it should be clear from the moment they receive a save the sate to the post-event things.
- Hurdles. If you want the most people to show up, you need to remove all the hurdles. So you need to start planning early enough. If you wait too long, people will already have an event on the calendar. Think of who you are going to invite and make sure the date works for them. If it’s teachers & students, the first week in June probably isn’t a good time because they are wrapping up the school year. Think of their location. Where are the people you are inviting located? Will they be hitting rush hour? Once they get there, is it easy? Is their parking or valet? Valet is a great sponsorship opportunity! You could give them a short little script like, “Tonight’s valet is sponsored by…” Think of all the different hurdles there could be and remove them.
- Ambassadors. Have people that are your sales folks and encouraging others to go to the event. Don’t just send an email and open registration. You need to make those personal requests and say, “I want you there and I want you to bring three guests.” That is how you expand your audience. Also, UTILIZE SOCIAL MEDIA. *see trends below*
- Starting Too Late. You can always make something happen, but the quality of your event and the control you have over your event increases with the more lead time you have. AT LEAST put a date and venue on hold and then figure out the details. Also, add times for buffers between deadlines when planning and recognize what season of events you are in. If you are planning a gala in the middle of your region’s gala season, then you are competing for everything. This impacts what vendors and sponsors you can have, and your audience! Some people are attending galas or 5ks weekly! So what is going to make yours stand out?
- Ask big. Don’t be afraid to ask others to give big or sponsor big. Know the worth of the exposure your sponsors are going to receive from your event. Plus, it is an honor for them to be asked and be seen as someone that could give that much.
WHEN SHOULD YOU START PLANNING AN EVENT?
As far out as possible is ideal! We get calls at all different points of the process, typically when our clients have hit a pain point. Like, when they don’t know where to start or they are halfway through planning and it has become too overwhelming or they aren’t gaining enough traction.
WHAT ARE THE TRENDS IN THE EVENT INDUSTRY?
Events in general have become so trendy. There are 1.8 million events in the United States every year and the economic impact is huge!
CONSUMER IMPATIENCE. We make sure that at all of our events our check in and check out time is fast. So from a pre-planning side, we make sure we will have enough systems, tools, and hands on deck that at check in/out no one is waiting.
CHECK IN TIPS:
- Have enough staff or volunteers. There should be 1 person for every 50 guests.
- Give enough time to train your staff and volunteers. Let them know whats expected from them.
- If you have a packet or hand outs for each guest, move that to a different spot! For example, at a 5k, do check in at one spot with the t shirt pick up at another. This keeps people moving.
- Know who will be attending! If you have to make name tags at check in or assign bidding numbers in the moment, that is going to really slow down the check in process. When you put forth the pre-planning hours to know who is coming, what meal they want, etc, it expedites the process and creates a better experience for the guests.
- When applicable, create an incentive for early arrivals. Like, the first 50 people get a special swag item or if it’s a VIP ticket, which might be more expensive, but they receive an hour of an open bar. Therefor, you are getting more of your guests in the door. Strategies like that really help.
- Have clear signage! Registration or check in tables should be clearly marked, not just at the table, but where the line starts, especially if each table is designated for a specific ticket type. For example, VIP Check In or Late Registration.
If you know lines will form at your event, then make sure your line is part of your consumer experience! We love to have champagne passed through the lines, or a roaming entertainer, like a magician! Also, have your staff trained to be “way finders” to make sure people are in the right line or leading them to a shorter line. Often, we will send staff into the line to do mobile registration. No matter what you need to have a contingency plan, something to fall back on if your lines start to get longer than predicted. It is important to take a pulse of your line, so pick a person and time how long did it take them to get to the front of the line.
PERSONALIZATION. We will often ask the question, “How is this event going to be personal? What can we do?” In the past we have done polls to gage interest in sessions, in the menu, or to find out what that persons favorite candy is to surprise them with a welcome gift that is specific to them. Anything you can do to make it more memorable for each person attending. Think back to childhood, when you left a birthday party you always judged the treat bag! You either loved it or hated it and it is the ending of the party, but the first thing you think back to.
SUSTAINABILITY. Like in digital swag bags, which essentially include all the paper coupons and info you would normally get, but in a .pdf or on a website. This saves time during check in or check out, saves your sponsors money on printing costs, and obviously saves trees. Plus, we are all already on our phones so it is convenient and with it being such a new concept people are more intrigued to find out what’s in it. Besides that, we’ve seen events or galas with recycling or compost on site. Energy sufficiencies in general are really huge right now. We are working with more venues that are LEED certified, which stands for Leadership in Energy and Environmental Design. Another increasingly popular piece to have is an LED wall. Instead of printing a banner or many banners, you can have an LED wall with rotating images. We like to incorporate these new and exciting elements into events to elevate the guests experience.
LOCAL ELEMENTS. Like in the components of your swag bag or what you are giving away as prizes. Being mindful of your swag bag pieces are very important. For example, if you have a lot of attendees that have traveled to be there having big water bottles or cups might not even make it home with them. Think through who will be using it and how. Also, with your food and beverage. Vegan, vegetarian, and the desire for local produce (CSA, which stands for Community-supported agriculture, is a system that connects the producer and consumers within the food system) has become a huge trend in our culture. People now want to know where there food is coming from. Ideally, we would like to know who is vegan or vegetarian before the event so we can plan for that. But we wouldn’t recommend doing an only vegan or vegetarian menu, unless it aligns with the mission and that is communicated appropriately prior to the event. You need to know your audience. Plus, nowadays there are so many extreme diets and restrictions, like Paleo or Keto, and people are expecting these events to adhere to their diets. So communicate to your audience what you will or will not accommodate to.
ENGAGING THE SENSES. We typically check off the boxes of making sure everyone can hear the event, see it, and they will taste good food. But what about smell? How do you make it smell good in the rooms? What about touch? What tablecloths are you using, linens or ones with texture? You want to think through all the little pieces that will engage your attendees senses; see, hear, taste, smell, and touch. Have a mixologist, a person who is skilled at mixing cocktails and other drinks, at your event is great. There is something about seeing the drink made, taking a sip where you smell the cinnamon stick or the orange peel or they add a little smoke on the top. So keep in mind the pairing of foods. Brews & burgers, bubbly & breakfast. These little pairings really stimulate taste and touch. There are several small ways to engage the senses without using a scent machine if that is not applicable for your event.
INFLUENCERS AND SOCIAL MEDIA. These social media influencers at your events can be just as impactful as a celebrity. So whether that is having them share a session at your event or posting about your event on line, the impact is huge. You can also start your auctions online now! *Check out mistake #3 above to see how impactful social media is.*
NONTRADITIONAL EVENTS: People are moving away from the traditional galas. There is a need in the market for a more approachable price point. Fund-raisers vs Friend-raisers. Sometimes you need to get that younger professional into the room, which raises a little less money, but the goal is to move them up the donor-pipeline later. Or do a two part event, a conference then a social hour after. You can come (or buy a ticket) to one or the other or both! Think out of the box about what an event is supposed to look like.
HOW DO YOU PLAN FOR BAD WEATHER OR OTHER CONTINGENCIES?
Since we have most of our events here in Minnesota, we like to have a Plan A, B, and C. Indoors or outdoors, it is something to think about. That level of communication is so important and where the pre-planning comes. Do you have contact information for your guests? Do you have a Facebook event page already made or website? That is the most important thing, letting your guests know the plans as you know them. Your guests want to plan.
Snow can be hard to work with, but for your events in the Spring or Summer with rain, you can use those as opportunities! If it is raining send out volunteers with umbrellas to escort your guests! This could elevate your guests experience. But again it goes back to your pre-planning. Do you have 25 umbrellas around? Did you think about that? What about golf tournaments? Do you have sunscreen and bug spray available? Think of the elements not as challenges, but as opportunities to surprise and delight! Plus, these little luxuries can be sponsorship opportunities, like putting their logo on the umbrella.
When you are doing your walk throughs, be mindful about how the place will feel if it is really cold out or hot, snowing or raining. Especially since most of the time you are doing walk throughs months before the event when it’s a different season. Things to think about that you might not at the time: coat racks, slippery spots in the doorway, extra tents outside for shade.
Take a moment at the back of the room to take in your event! All the planning has culminated into this moment. Also, take notes at other people’s events! What are their surprise and delight moments? What did you like and didn’t like? Be a constant learner, celebrate the victories throughout the process, and don’t get comfortable! It is always good to push for more.
Meeting Minds by EideCom