If you’re the person in the marketing department who is running an event you have quite the job on your hands. It is a high-profile and very public task and when it goes wrong everyone sees. The good news is there are ways you minimize the risks.
Needless to say during the actual event you’re probably working overtime and you’re likely to be tired too. Here are some ways to deal with the immediate run-up and day(s) of the event or E-Day.
E-Day – seven business days
Arrange a last meeting with the event company and the venue. This doesn’t need to be face to face and can be a conference call. But go through the event timetable together one more time. That way, you know for sure all involved know what is expected of them and when.
E-Day week of
This week should also contain any last-minute briefings with your internal team. This meeting will be to go through expectations one more time and make sure everyone knows what they are to do and when.
If you have to travel to the venue, try and do it at least one full day ahead – even if it means an extra night in a hotel. If the event is at a hotel you can probably negotiate your night into the costs anyway. Being there and fresh for the setup is the best way to ensure success.
Setup or E-Day minus one
You may be limited to a short set up time, but the event company will have planned for this and so will the venue. When you’re there in plenty of time you can make sure everyone is sticking to schedule. There is a rule of electronic equipment; it will take as many minutes as there are available to get them to work flawlessly. So make sure the setup window is finite just in case.
Get onto the things that are the most difficult first and make sure the electronics, AV and sound are working as quickly as you can.
This is the time to make lists, put everything on a list and cross things off. You cannot remember everything, put it on paper.
The more you can delegate the better you will be. Make someone head of registration, agree with them what will happen and leave them to get on with it. Check back regularly.
Designate an update space – get the venue to provide a flow of soft drinks, water etc. and have it as a check-in point. Make sure everyone updates there, so you can track progress and problem areas will naturally come to your attention.
If you have the luxury of a person, man the update space.
This is the day where you need to look calm and collected, even if you have a gazillion things to do and nothing is going right. But don’t worry, all will be well, because you planned for everything.