Make It an Event Worth Hosting

By Jennifer Collins

When a company or association has a product to market, research findings to release, funding to raise or employees or partners that deserve special recognition, the folks in charge often decide that hosting an event of grand proportion will serve the organization well and please the intended audience.
Is that always true?
It is, dependent upon two things: first, that the event promotes the organization's mission and the program's goals and objectives; and second, that guests walk away with an experience that made a difference rather than having attended just another meeting or event.
In this downturned economy, marketing dollars need to be spent wisely and show an even greater return on investment. Events are often a smart way to drive business, but they should not be held simply for the sake of hosting a function or throwing a party. The sky is the limit with corporate events, company retreats, conferences and fundraisers, but if the event doesn't further the cause of the organization and purpose of the program, the budget is wasted.
According to a recent survey of planning professionals by MeetingNews, companies and associations are spending more money on events. As such, they are looking to professional event planners or meeting management firms that can perform as marketing partners in addition to logistics managers.
When senior management determines that outsourcing the planning of an event is more cost effective than trying to manage one in-house, it chooses a professional that will build a program on the foundation that it's "all about you." A professional event planner is an expert at strategic planning and project management with the ability for precise execution.
When working with an event planning professional, senior management should engage in the relationship as it would with any other consultant. A good event planner will remain flexible to assist the organization with all or portions of a meeting or special event. S/he is aware that management knows best how to most effectively leverage in-house resources. Remaining abreast of the bottom line, an event planner can carefully tailor strategies, approaches and communications tools to meet the organization's unique needs.
A successful event needs to heighten the organization's brand awareness in terms of the meeting's style and what it offers its guests. A planner can be hired to work within that framework by providing any or all of the following: choosing a venue, determining speakers, researching entertainment, coordinating volunteers, targeting audience, soliciting sponsors, planning appropriate dates and timing, managing catering and publicizing the event. The professional has the resources and partnerships with an array of vendors, which often yield more efficient and cost effective results. When done properly, the end product is an event that creates meaningful connections that motivate guests to action.
When hosting an event, regardless of its size or format, organizations must first and foremost focus on strategic planning and keep its goals in mind. When the assistance of an outside meeting management firm is required, it should work in tandem with the management team and prove invaluable to the organization.

Jennifer D. Collins is a certified meeting professional (CMP) and accredited business communicator (ABC) who is the founder and president of The Event Planning Group LLC (www.tepgevents.com). She may be contacted at 202-580-6640 or jennifer@tepgevents.com.