Elements Lead To an Ideal Outcome Perfect Event

What organizer doesn’t want a perfect event? And who among us in the industry is not bending over backwards to achieve this? Probably very little, because it seems almost impossible to achieve. However, at Endless, we want nothing more than to help you organize the best possible events. Today we break down the three elements that lead to a perfect result.

Our always great host, Will Curran, brings you the essential pillars of event planning. Directly from the World Events Forum report, these are the elements that can make or break an event. But what is it all about? This is exactly what you will learn. Press play and join us on this awesome journey to the perfect event result!

A perfect event: three elements that lead to an ideal result

What organizer doesn’t want a perfect event? And who among us in the industry is not bending over backwards to achieve this? Probably very little, because it seems almost impossible to achieve. However, at Endless, we want nothing more than to help you organize the best possible events. Today we break down the three elements that lead to a perfect result.

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Our always great host, Will Curran, brings you the essential pillars of event planning. Directly from the World Events Forum report, these are the elements that can make or break an event. But what is it all about? This is exactly what you will learn. Press play and join us on this awesome journey to the perfect event result!

The perfect event

A Perfect Event: Three Elements That Lead To An Ideal Result-Video Transcript

Hey, how are you, everyone? This is Will Curran from Endless Events. And today we are talking about the three elements that lead to a perfect outcome of the event. I admit that this topic is not mine. This came from a very long discussion of several days that the group had at the World Event Forum. And the Global Event Forum is an event organized by the International Live Events Association, also known as ILEA. This is my second year doing it. In recent years, we have talked a little about commodification. What is happening in the event industry and how do we prevent the commodification of our roles as event producers, event planners, audiovisual companies, caterers, florists, everyone in the industry?

And this year was the continuation of that conversation. Was it a little more about talking about how we describe what we do? How can we prevent this commodification? How can we become a larger subset of the entire corporate world and ensure that the events industry is not trivialized? Interestingly, we have talked a lot about these three buckets that we must distinguish as professionals. And certainly how these first two that I’m going to talk about are not used enough. And how we play in that bottom bucket a little too much.

A Perfect Event Result

But I’m going to explain a little bit, and explain everything, starting with the high level of what we don’t really do, and then going back to where we usually fall as event professionals. So, let’s dive in here and unpack this whole Venn diagram of awesomeness here. So, starting with strategy, this is kind of the area in which we, as event professionals, are trying to evolve. All these articles and books are written about how to be an event strategist and how to reach this level, right?

Strategy

The problem is that as event strategists, we often talk about design. But really when it comes to event strategy we go beyond thinking what color is the linen? Go beyond writing showflows. And go beyond even thinking about what the theme of the event is,and go even higher. This position is like a bucket of roles for event strategy, and again, this is not necessarily the same as three separate people or a specific role. This could be five people. It could be two people. Or this could be 100 people here. But ideally within the strategy role, the person, people, I use the word person, but the role will really be focused on the larger strategy of why this event is happening. So they are really attracted to the goals of the company, the goals of the organization what they are trying to achieve, the culture. The larger subset of where the company is going and where is that event taking place within that?

So, they’re really going to understand not only hey yeah, we’re going to choose red sheets because it fits the theme of fire for the event. But instead it says, You know what, this event should ultimately sell our product. And to sell our product, we have to do X, Y and Z.we have to stand in front of customers, get hands on and stuff like that. They think about those things. You do not think about how it will be carried out or what it will be. It’s the why and so on.

When it comes to event strategy, you also need to have a good understanding of larger business trends occurring around the world, the climate of the business as well. Also the climate of the event industry. For example, if you know you’re going to set up this event is probably going to cost us$10 million to produce. You also need to have a good understanding of General event budgets, to put that whole strategy together. I think we’re going to end up putting together an entire video based on how you create an event strategy, and what that role entails and all that kind of stuff. And I am very excited to see the report that comes out of the Global Event Forum that describes this much more. But I think you get a general idea, this starts at a very high level. This is a person who sits side by side with the CEO, the CMO, the CFO at the board level and discusses high-level strategies for conducting these events.

Design

As they say, This is going to be the person sitting at the board table for all these kinds of conversations. Okay, so you have some kind of event strategy, we can come back to that a little more. But the next kind of bucket is event design. And this is where I think our roles as event planners, meeting planners, even producers, tend to fall into this design bucket. This is the person using the strategy to say why we are doing this? What is the ultimate goal? What is the ultimate strategy behind this whole event? It could be to take a very high budget and then break it down even further. Okay, we know this event is going to cost us $ 10 million. The design team and the design role are going to say Okay, I think we should spend $1 million of that on AV, $1 million of that on the location, a $1 million on food and bev and the like.

And because they really think it’s impactful for us to sell more products,that CEO keynote becomes the most important. So we’re going to make sure we have a hotel with a stage and stuff. There will be a product demo, so we need a separate room for that, and we need a lot of tables and people are going to interact with it. Anything like that. They’re going to take more of the plan and put it together. I think again, this is why we are more of a meeting planner, an event planner role.

What is the role?

They do not necessarily do what we are going to call the execution, which we will talk about in a moment. But they design everything else. They are also the ones that are going to come in the nuts and bolts when it comes to that budget too, right? They gave us a budget of $ 10 million. But we really need so much to devote to this area, ” and this design interface is really going to work closely together. And also a lot of that will get some sort of output if you see this intersection between the Venn diagram. Is this attendee journey design also going to be the strategy in principle … we have this idea for what the visitor is going to experience, what it will be like for them. And then they’re going to put together the design for what that looks like and work very closely with the strategy element for what it’s like to be in the journey.

Implementation

What is going to happen in the end is that they put together the budgets, they design them, they choose all the elements. They get nitty-gritty and start figuring out some things. But then they surrender everything to execution. And the execution is a bit what we are all used to in the event industry, where we set up tables and chairs, for example. We build the AV. And we are the ones calling the show. We manage the stage. They ensure that the catering takes place on time. All executions take place in this area.

I think this is kind of a no brainer. We understand what execution is when it comes to events. And they take all the plans that the design team has put together and then implement them, right? So in the end, as it says a little here, they are also going to do a lot when it comes to creating and executing the data part. That brings us back to the strategy we’re going to talk about. but what is interesting enough is that they are ultimately the ones who take and execute that design budget.

Bringing Together For The Perfect Event

And there may be a little more pre-production work falling into execution, right? They have to put things together like your set of show schedules, you have to put things together like when vendors show up and stuff. And that’s where this intersection between design and execution comes in. The production element as we call it. Designing, and turning it into tactics, figuring out what exactly we’re going to do to execute this?

For example, the design might say yes, we want 1000 glass tables. But then they give it to the execution team and say Guess what, that won’t be possible. Because they’re all at the Superbowl right now, so we can’t execute on glass tables. What if we made metal? And they get on the nitty-gritty.

The Path To A Perfect Event Result

Instead, we should start by powered design and strategy separately. And so we can begin to see the value. So, our customers, our end customers are starting to see that there is value in the outcome of the strategy, the reason why we chose what we chose. The design and creativity behind it all. They don’t just ask for the light, the sound, the video and the staging that we also see. And so that is a big step that the events industry has to take in the coming years. A big part of the conversation we had at the Global Event Forum is how to move beyond powered just for performance and blur these lines and not really ever Joys, to the forefront. Kind of let this be the leader of revenue when really everyone should start seeing dollar signs around this kind of area as well.

We see a lot of design, which is also why the meeting planning, event producers exist. But not many event strategists. And that’s why we’re all trying to get into that event strategy to sort of go to the boardroom, and have bigger conversations as well. So I hope this was really, really helpful for you to understand some higher level aspects when it comes to the events industry. And how we can move beyond the implementation to the design and then also to the strategy. How it takes a little bit of everything to put together to make a perfect event result as well.

Conclusion

I would like to know what kind of things do you think fall under each of these buckets? For example, what is important on the strategy side for an event strategist to be able to have a skillset? Design, what do you think is important in that aspect? Implementation, What do you think is important? I would also like to see what you think of this concept. We talked about this for a long time. We sat in rooms discussing and debating and coming up with ideas. But I really hope this super duper was useful for all of you. However, if you disagree, be sure to leave a comment below with your thoughts. We’d love to hear from you. We are always happy to hear your comments. Thanks again for always putting those down.