Event management of conferences: Conferences are among the most important events that
professional event managers organize. The term “conferences” can apply to a variety of gatherings
from a group of researchers who meet to discuss scientific results to a group of sales people who are
training.
Conference planning can be the responsibility of a corporate employee or a professional meeting
planner.
Everything about the planning of conferences. From important steps in the planning process to
conference types and their requirements.
Conference Management and Planning
Conference management and planning includes several key components:
Location
Conferences are held around the world in small and large cities. The venues range from Meeting
Rooms in small
hotels to large Convention Halls.
Cost
During the tough economic times, many companies are scaling back their conferences and some are
even cancelling them altogether. The money crunch is sending many companies to smaller cities that
offer cheaper rates. Some universities are hosting academic conferences on their
own Campuses rather than hosting them at Conference Halls. Smaller colleges are taking advantage of
the facilities at the larger universities in their area to save on cost.
Proximity to most of the possible attendees
A gathering of researchers from southern schools in the United States is not likely to be held in
London. This just drives up the cost for the attendees and the planners.
The accommodations needed
Even if a school has an excellent conference hall, if there are not enough hotels in town for all of the
attendees, it does no make sense to hold it there. While many attendees would be willing to drive
from several miles to attend, many would not.
The conference room at the venue
This may seem like a small detail to anyone who has never been involved in conference planning, but
the conference room is very important. If you are going to make a presentation on a large screen,
having the screen and a way to project those images available in the room is huge selling point in
conference management. Many will pay extra just for the convenience of not having to lug their
own Screen and Projector. The Acoustics and the Seating Arrangements also factor in to the room set
up. ´
Types of Conferences
There are as many types of conferences as there are venues. While all of the conference types share
some similarities, there are some differences: Here are some examples:
Academic conferences
These can be held for two main reasons. University scientists hold them to announce research results.
There is also a “call for papers” where newly published information is presented to a group. Many
conference planning companies specialize in these types of gatherings for colleges and universities.
These companies help in publishing the research or paper, as well. Many of these conferences are held
on the campus of a large university.
Medical conferences
Thanks to science, new advances in medicine are announced all the time. Medical conferences are a
way for doctors and other medical professionals to keep up with these advances and to earn the
needed continuing education credits to keep their license. Often professional organizations such as the
American Medical Association host annual conferences to give doctors the opportunity to earn these
credits.
Business conferences
These can be several types. (1) Annual meetings. Many companies hold this type of meeting for
shareholders to announce the company’s accomplishments of the past year and to highlight the
future. (2) If a company has many divisions around the world, often the management teams will get
together to talk about the business’ direction and to share best practices. This may be the only time
they are in the same town. Often these conferences are held in the same town as the company’s
headquarters.
Training conferences
Large organizations, such as United Way, will hold these types of conferences several times a year.
This gives everyone the opportunity to learn new information and share best practices with their
colleagues. Often training conferences will be presented by a marketing company and will be open to
anyone from any company. These types of conferences require a classroom type of setting and easy
access to restaurants if lunch and dinner is not included in the session.
Internet conferences
These virtual gatherings have grown in popularity as travel costs have increased while company
budgets have not. Even though they may seem as simple as just getting online, these conferences
require planning---particularly if the participants are in different time zones.
Conference management may seem easy to an outsider: find a place, find a caterer and set up the
room. But it is much more than that. Conference planning involves every little detail down to making
sure there are enough water glasses on each table to making sure the sound system works. These
tasks are usually distributed to several people and vendors but are usually over seen by a conference
manager, who carries a huge responsibility. Any small mistake can put a damper on the entire event.
Event management of seminars and educational events. Who says learning ends outside the
classroom? A popular source of academic, professional or technical instruction, seminars present
information to diverse audiences. These tutorials may be private or public, series or single,
commercial or informative, lecture- or dialogue-based. They are less formal than academic lectures,
allowing audience members to interject opinions or discuss results.
In today’s information-saturated marketplace, successful businesspersons are expected to learn new
information quickly. 50-year-long careers are antiquated relics; mobile young professionals, equipped
with powerful research skills and inter-career interests, swell the employment ranks. Seminars are a
prime venue for dispersing important expertise in a condensed form. As
such, event managers need to have a handle on how to plan a seminar.
Planning of Seminars
Like all successful enterprises, planning for a seminar should begin several months in advance by
developing a theme. Is this seminar groundbreaking, philosophical, or technically-oriented? Who is the
target audience? Select the niche market carefully.
When choosing a venue, do not select the nearest academic hall. Different seminar styles require
different facility requirements. The higher the social caliber of the seminar, (e.g. the more VIP
personalities) the more prestigious the venue must be. Additionally, the size of the location is
dependent upon the estimated attendance figures.
Should the seminar be free? Incidentally, paid seminars typically attract more people than free
seminars. Pundits believe that paid seminars present a visage of academic integrity, educational
value, increases expectations, and elicit pre-paid customers to be there.
An engaging keynote speaker is vital. After all, seminars are 60% information and 40%
entertainment. A prosaic or ignorant speaker will kill and ruin a seminar. Seek respected, renowned
speakers early on, and use their reputation as a marketing tool.
Solicit sponsors. Seminars are an effective method for corporations to “get their name out there.” An
automaker’s seminar has already assembled a niche market, so local auto dealerships and repairs
shops have a sure-fire guarantee of stellar brand positioning.
Develop an audience profile, then market, market, market! Use a descriptive title. Well-attended
seminars are marketed 3-4 weeks in advance. Send e-mails (use BCC field to hide addressees), post
flyers, write press releases, and use word-of-mouth. Eliminate direct mail – it normally doesn’t work
for seminars. Persuade audiences that they should want, or even need, to attend.
Secure audiovisual equipment and practice the presentation. Expect issues, so develop a contingency
plan.
Set up a basic registration desk, toss out a few refreshments, and enjoy the show. You worked for it.
Planning of meetings :Often posted in cramped cubicles, a popular placard sardonically jokes:
“Meetings: the practical alternative to work.” But as far as event managers are concerned, a new
definition is in order.
Simply stated, a meeting is a gathering of individuals to achieve a common aim. In business meetings,
leaders use oral communication, audiovisual productions, group discussions and other methods to
accomplish corporate strategies. Idyllically, meetings spawn practical programs and marketable
tactics. Realistically, meetings can be monotonous, time-sucking marathons of corporate hash. An
event manager must dispel these negative notions and stimulate professionalism and creativity.
The two premises behind meetings are teamwork and passion. Both give vitality and
energy to a corporation. Without meetings, corporate vision is lost, and employees labor for a
paycheck rather than a shared dream.
Event Management of Meetings
Preparation should begin 6-18 months beforehand. Facilities, audiovisual rental equipment (which may
include online conferencing equipment), caterers, tables and chairs, parking permits and
accommodations need to be determined well ahead of time.
Define the vision. Is it corporate growth? A product launch? After selecting a mission, deify it. Center
all strategies on this central concept.
Depending on client requests, an event manager may need to solicit businesses for sponsorships. If
so, present sponsorship as proactive advertising to educated people in-the-know – an opportunity to
be seized with vigor.
Choose a facility that is apposite to the vision. Producing a new line of burritos? Dine Mexican.
Considering an IPO? Think of NASDAQ- and NYSE-reminiscent sites.
While a complete menu is only obligatory for business dinners or all-day meetings, there should be an
array of refreshments. Hire a caterer to provide light and simple culinary treats and do not ignore
consider diet concerns (e.g. gluten-free, trans fat-free). Do not leave dishes on tables.
Depending on the duration of the meeting, transportation and accommodation may be vital concerns.
At the minimum, select a venue with a nearby parking lot. If parking permits are required, then mail
those to attendees as soon as possible.
Attendees should be alerted of the meeting 2-3 months beforehand. Formal invitations should be sent
by direct mail, while a polite e-mail or phone message will otherwise suffice. Send periodic reminders
that prominently display dates, directions, agenda, and other important information.
When attendees arrive, there should be a registration desk with name badges, itineraries and other
information presented to them. Then, invite them to “invent, innovate, and design” – the new and
improved definition of “business meeting.”
Event Management of team building events that develop and motivate teams in companies and
corporations. Team building events are perfect for companies and their divisions to motivate their
employees and to develop real teams. In the United States, one of the most popular team building
exercises is called the “Ropes” course.
These exercises can range from taking a walk on a rope several feet in the air to just trusting that
your teammates will catch you when you fall. Many corporations have used these exercises to
motivate employees to work better as a team and the ropes course is just one example.
Even what seems to be the most isolation job requires team work. Accountants who may spend most
of their time in an office crunching numbers will eventually need to present those numbers to
managers and human resource officials to determine budgeting needs. Computer programmers will
need to work with their colleagues to make sure that their systems are operating properly.
Team Building Events
Corporations have been using team building exercises for employee motivation for many years. What
are some of the advantages?
These exercises build trust
If you are scaling a wall and you are dependent on your team members to steady you, you learn
quickly if they are trustworthy. In most team building exercises, you have to know that you can
depend on others.
These exercises build relationships
Most days employees sit in an office or work in a manufacturing plant and may have little time to get
to know each other. During these team building exercises, they can chat about their lives. Most of
these events begin with the participants telling more about themselves.
The experience builds morale
Most employees enjoy the day out of the office and enjoy the activities. They return to work excited
about their participation and share stories from the event with others.
Team building increases productivity
An energized, excited work force gets the job done. This is opposed to a work force that hates their
job and has very little faith in the company or their colleagues.
Planning a successful team building exercise requires planning and consideration of the employees’
physical abilities and interests. Here are some guidelines:
While the Ropes course is one of the most popular team building exercises, it is not for everyone. A
group of computer programmers may not have the physical ability to do some of the stringent
climbing exercises that are a part of the course. The course can be adapted, however. There are team
building exercises that do not involve physical activity that will build trust and camaraderie.
Team building exercises like the Ropes course require an outdoor venue. Many towns have areas that
are especially set up for companies and other organizations who want to host this popular course.
However if your area does not have a place, you may have to consider hosting a retreat in another
city. If you do, you have to consider travel expenses and how you will compensate your employees for
their time. If you are doing some simple indoor activities, you can host the team building exercise at a
nearby convention hall or even in your office.
In this economic downturn, you do have to consider cost. If several employees are away from their
jobs during the exercise, productivity decreases. If you have to take the employees to another
location, you have to consider costs for food and renting the venue. No matter how desperately you
feel you may need a team building exercise, you may reconsider if you can’t afford the costs.
Set goals. If you hope to see productivity increase after the team building exercises, determine how
much of an increase you want. You can choose if you let your employees know the goals. Especially if
you invested money in sponsoring the team building exercises, you will want to see are turn on your
investment.
Employee motivation is a challenge in any business. That is why the Ropes course became so popular.
Employees love the physical challenge and the fun of the event. They go back to work focused on their
job and appreciative of the opportunity to spend a day with their colleagues.
Event Management of Trade Shows: Trade shows are important for companies to present their
products and to get in touch with its customers and business parties. If you have ever wondered about
the success of trade shows, all you have to do is look at towns across America.
Begin by looking at the community calendar in the local newspaper. You will like see an announcement
for some type of “expo.” These expos can focus on home improvement, senior care or the local
businesses. Pick up the phone book of even the smallest town. You will likely find some type of listing
under “convention hall” or “room rental” that indicates a space large enough for a trade show. Finally,
look at the annual events calendar for the local chamber of commerce. Most chambers host an annual
business exhibition for the community.
To the general public, these trade shows are an excellent way to find out more about local businesses,
particularly if people are interested in a certain type of business. A boat show will draw people who
love to be on the water and those who dream of owning the big Yacht. Home improvement expos are
held in almost every town to showcase remodeling companies, contractors and even landscapers.
For businesses, trade shows are a large part of many marketing budgets because:
They are a great way to meet many people quickly. Customers come to them! And if they stop by your
booth, that usually means they are a great prospect. You can create a display that showcases the best
of your business.
Cost of Trade Shows
The downside is the cost. Many trade shows require a huge booth fee that ranges from several
hundred to several thousand dollars. This means that companies have to get the most out of these
expos. Here are some tips for a successful trade show:
Know what you want of the show financially and in terms of business leads. If you have a product you
can sell, how many sales do you want to make. But if you offer a service such as insurance or
marketing, determine how many leads you want to receive. This calculates your return on your
investment and helps you decide if you want to attend the show next year.
The host of the trade show and the venue will likely do some Marketing before the event. But why
depend on them to market your business. Let people know that you will be at the expo. If you have
regular Advertisements that run in various outlets, change these ads to mention the trade show.
Make sure you have a display that will attract visitors. Many companies give away novelty items and
have a free candy jar at their table. This will attract the people who came to the exhibition for the
freebies, but those people are unlikely to become customers. You don’t have to have Music and Fancy
Lights (but if you are a Disc Jockey they area good idea!). Have a display that gets across the key
points about your business. Use videos that people can watch and allow them to watch before
approaching them.
After a trade show or exhibition, you will get many leads. Those leads will only turn into customers if
you follow up afterwards.
Most cities have many trade shows each year. If you attend each one, you will quickly eat up
your Marketing Budget. Consider attending those that relate to your business. For example, many
trade shows are geared towards women. If you know that women are the majority of your customers,
sign up! You may not see as much traffic as you would at the large expo sponsored by the local
chamber of commerce but may make more sales because you are hitting your target market.
Finally, work with the trade show organizers. Some private companies plan these shows but many
organizations do the planning in house. If you are willing to help in the planning, donate door prizes or
sponsor entertainment, you will likely get a prominent spot and free advertisement.
Business Dinners
“Be our guest!” Thus, Lumiere, Beauty and the Beast’s iconic speaking candle, introduces his gigantic
smorgasbord with gusto and fanfare. While mimicking Lumiere’s gargantuan feast is unnecessary,
taking a leaf from his hospitality book guarantees an event manager one amazing business dinner.
Business dinners are a long-standing corporate tradition, used to conclude fiscal years, celebrate new
milestones, introduce new management, or a host of other prestigious events. They integrate
entertainment with professionalism and allow different corporate levels and branches to mix and
mingle. A successful business dinner commemorates company achievements, recognizes successful
employees, and entertains the guests.
Planning starts approximately 12-28 months before the event. Before anything else, ask the question,
what should be the atmosphere? A business dinner may be formal or relaxed. A hint of caution: any
company who is barely bobbing their head above the fiscal water should refrain from formal,
expensive dinners. These may be construed as wasteful spending.
A posh, roomy venue is an appropriate choice for a business dinner. There should be plenty of space
for guests to walk by tables. The location should be booked sometime in advance. Also, a contingency
date should be selected.
How to contact attendees? Formal dinners require elegant letters, while less posh parties need little
more than a well-written office memo or even e-mail. Regardless of method, the first invitation should
be sent 2-3 months before the advent, with the last reminder one week beforehand. All solicitations
should prominently include dates, times, basic agenda, and a well-placed marketing ploy to attract the
wavering.
As for food choices, Lumiere may be on to something. Formal dinners require four- and five-star
courses, while casual festivities need three-star (think Applebees) fare. This choice, however, leads to
another quandary: self-serve buffet or maitre d’ service? Buffets promote community and congeniality
but sacrifice sophistication; maitre d’ service reeks of elegance and French hospitality but leaves the
palate wanting. Simply decide which set of attributes is most important.
When selecting entertainment, local burgeoning bands, DJs, rank-and-file comedians, puppeteers, etc.
should be foregone. The event manager should carefully choose professional, engaging keynote
speakers (motivational or informative) and classy musicians to set the mood.
When attendees enter, they should sign a master RVSP roster (yes, RSVP’s are essential) and be lead
by ushers (solicited volunteers or paid staff) to their assigned seats – give VIPs subliminal preferential
treatment.
Nobody is looking. Snatch a martini. You’ve earned it - and thank Lumiere.
.
Event management of networking events that may look like lavishly-funded business parties, but in
reality, networking events are essential personal marketing galas. Thus, any event manager needs to
know how to organize one whale of a party – er, one fantastic business networking event.
Networking events are a key element to business success. They provide ample opportunity for brand
positioning, contact establishment, future mergers, and personal marketing. There is strength in
numbers. All companies have a vested interest in securing the support of a business friend (formally
labeled as b2b [business to business] commerce). For aspiring businesspersons seeking some social
capital, a networking conference is the prime spot to be.
How to plan a Networking Event?
Due to the variety of size of attendees, a networking event needs to be planned at least 12 months in
advance. In fact, the first invitation should be sent six months before the advent, which means
the venue, accommodations, employment, entertainment and other essentials must be provided for by
then. Networking events are best planned around weekends – because of weekday work schedules
and hotel weekend discounts – and not in juxtaposition to similar occasions.
Note: the event manager should quickly determine maximum budget boundaries and operate strictly
within that range.
The success of a business networking event, to a large degree, depends on the rate of attendance.
Marketing is vital. Due to low return rates of direct mail, concentrate on social media marketing and
that perennial favorite, e-mail. The requests should show the invitees why it is in their absolute best
interest to attend.
When searching for a venue, select a location that is easily accessible, has nearby parking, and is
near accommodations. The housing (required for traveling attendees) need not be four- or five-star
resorts, but requires commodities like WiFi, free breakfast, etc. Both the venue and housing selections
should be selected with one theme in mind: comfort.
How to pay for this gala? Sponsors. With the inbred marketing opportunities at business networking
events, sponsors will jump at the opportunity to subsidize. In return for their financial assistance,
allow them to set up shop at the event.
Rental equipment is relatively straightforward: audiovisual equipment, lighting, sound, linens, tables
and chairs.
Entertainment and catering should subside into the backdrop, blending rather than interrupting.
Likewise, catering should not emulate college buffets.
When guests arrive, they are to be verbally welcomed and given a welcome kit. Hopefully, when they
leave, they will be chock-full of another’s business cards. Networking complete.
Incentive Travel
Event management of incentive travel events that motivate your employees and customers. Incentive
travel is an event category that targets to motivate both key personnel and customers. Imagine
sunning yourself on a beach in Jamaica or snow skiing in the Alps. Then imagine that your trip is
completely free. Many companies use incentive travel as a marketing tool. These trips can range from
a week in an exotic location to a weekend getaway in nearby resort.
Most of the time all of the expenses are paid by the company including food, hotel, airfare (or in some
cases a rental car).
How to plan Incentive Travel Events
Learn how to plan incentive travel events: The incentives can be used in many ways:
Employee motivation
What better way to spur a lagging sales team than by offering an all-expenses paid trip to Hawaii? If
sales dramatically increase, the trip could be paid for by the proceeds.
Reward
Many companies don’t tell their employees that they plan to reward them for good work. What a
wonderful surprise when after a great month or even year, the employee is told her or she has won a
trip. This surprise could stir enthusiasm in other to perform better and hopefully win a trip of their
own.
Customer loyalty
Customers come and go, but those that say are priceless. Many business owners choose to reward
that loyalty with incentive travel. Sometimes this is a surprise after a customer has placed a large
order. Sometimes the trip is planned in conjunction with an event, such as the World Series or the
debut of a Broadway show.
Customer retention
Most businesses are competitive. If you don’t want your customers taking their business elsewhere,
incentive travel is a great way to let them know they are appreciated.
So if you are a business owner who wants to motive employees and retain customers through an
employee incentive program, how do you begin? Here are as few tips for planning perfect trips:
Research destinations. A tropical beach may seem like an obvious choice—unless you already live and
work on the beach. Do you ever hear your employees or customers talking about where they would
want to visit on a vacation? Do any of your employees or customers hobbies like golf or skiing? You
may want to offer several destinations so that your employees or customers have a choice. Look for
destinations that will highlight their interests and they will never forget.
Partner with a travel agency or other professional group to create a program. If you want to save on
costs, consider trading service with the agency if that is possible. The program should include open-
ended dates for travel, a choice of destinations and “extras.” Those extras could include tickets to
attractions or dinner at an exclusive restaurant in the area.
If possible, visit the destinations yourself and stay at the hotel. Hotel brochures can be deceiving and
that great room with a view may be a room with a view of the back alley. Even if you didn’t know,
your employees will blame you for their bad vacation.
Many business owners think that setting up a travel program is too much trouble and that the impact
is minimal. They prefer to give cash or other gifts. But travel incentives have many advantages
including:
Employees and customers will know that you care enough to take time to plan the event from them.
This takes more effort than throwing cash at them.
Vacations create memories. Perhaps some of the beneficiaries have not had a vacation for several
years. Or your incentive may have allowed them to visit a destination they had only dreamed of
seeing. These memories are worth more to many people than money.
Finally, travel incentives are great public relations and morale boosters. Employees and customers will
tell others about the trip you provided. You will be seen as someone who cares enough to take the
time to plan a wonderful trip.
Event Management of Product Launches
Event management of product launches is essential components of the marketing mix of large
companies. When Nintendo launches its latest game console or Pepsi announces a new type of
soft drink, the companies hold product launches. These launches give the public and the media a
chance to hear everything about the product before any negative reviews are given.
The task of putting together these product launch events could fall to a company employee who
organizes meetings or an outside company. Product launch events have several purposes:
Why are Product Launch Events important?
To introduce the product to investors and other partners. Often new products are launched at
the annual shareholder meetings. This gives the shareholders a chance to see and perhaps even test
the product before it is introduced to the general public. However, if the product is huge the company
may want to create a huge event and the shareholder may find out the same time as the media and
the company’s customers.
To introduce the product to the old and new customers. Sometimes this is not a formal event. For
example, a company announcing a new soft drink may set up a booth at a major sporting event
or large fair. These events require just as much planning as setting up a major event at convention
hall. Space has to be reserved, displays have to be set up and staff has to be hired.
To introduce the product to the media. Depending on the size of the company and the product, this
could be in the form of a press conference. But many companies choose to have one big event and
invite the media as well. Planning a product launch where the media is invited is a bit of extra work.
You must make sure there is room for photographers—both still photographers and videographers.
And they must have an excellent view so that they can capture the action. You should make sure to
prepare a “press kit“ that will contain the information about the product and the company.
How to plan a Product Launch?
Whoever has the task handling the market introdcution of a new product, has a huge responsiblity.
Some of the things to consider are:
Venue
Most product launch events happen in big cities or in cities where the company is located. Sometimes
these launches are held at big convention halls so that there is room for the shareholders and the
media. However, some product launches are held in the board rooms of the corporate offices. The
venue depends on how big the company is, how big the product is and how much money the company
wants to invest in the market introduction.
Timing
When Nintendo and Sony launch a new video game console, the companies will usually release it in
different places at different times. Sometimes a product will be a big hit in Europe or Asia before it is
released in North America and vice versa. Usually the introduction of a new product, such as new toy
or game console, coincides with the holiday season. New soft drinks may be launched during a big
sporting event like the Super Bowl or the World Series. Millions of people watch these events and
announcing the new product and airing commercials during these events will create a buzz.
Food
If the president of the company wants food at the event, the planner has a lot of decisions to make.
Will it be finger foods or a full-course meal. What time of day with the new product launch event be
held? What kind of food will be best for the attendees? How much food should be ordered? Will wait
staff be needed?
The small details
These may not seem like a big deal, but they could make or break an event. Can you imagine
Microsoft launching a new product and half the attendees having to stand because there are not
enough chairs? Most product launches include an information packet that is given to the guests. These
packages need to be ready to go and there need to be enough for everyone. The convention or
meeting planner is responsible for making sure the small details are handled.
Product launches are some of the most exciting events for any meeting planner. Could you imagine
putting together the product launch event for the Nintendo Wii? But these events are also the most
stressful. The key, as it is for any event, is in proper planning.
Event Management of Award Ceremonies
Event Management of Award Ceremonies that honor staff or acquire and customers. Award
Ceremonies are an important type of events when you consider that we live in a society that loves to
honor people for their achievements. Some of the most watched programs on television are award
ceremonies including the Oscars, the Grammy’s and the Olympics. Companies, organizations and
other groups love to honor their own. These ceremonies are coordinated by in-hour meeting or
marketing professionals or outside companies. The components of putting together an awards
ceremony include:
Planning of Award Ceremonies
The coordination of the judging process. Particularly in a non-profit, this may be done by a committee.
If you pick celebrities, particularly media celebrities to be judges, you will likely guarantee that
your event will be on television or in the newspaper. Once you have the judges. Make sure they
understand the rules and agree to keep their selections secret until the ceremony.
Once you have the judges, the next decision is how you will accept submissions. You can run an
announcement in the local media if want to get submissions from throughout the community. If the
awards are based on performance from within an organization, ask for submissions from within that
organization.
The scope of the awards ceremony will determine where you will hold the event. If you are handing
out awards to recognize community service, you may want to consider a large banquet room at
a hotel. Small awards ceremonies that are just for the company could be held in the company board
room or at a local restaurant. If you are planning a big community event, you will have unique
challenges. If the ceremony is a formal dinner, you have to decide menus and make sure that the
venue has everything needed for a successful ceremony.
Who will be the master of ceremonies? This is an important honor. If this is just a corporate event, the
owner or other company executive may have this task. For large community events, having a celebrity
as master of ceremonies will draw attention to your ceremony. This can be a local celebrity that
everyone knows or if you have the budget, a well-known celebrity. Just make sure the person is
comfortable with speaking in front of crowds.
You will likely want to have a guest speaker or speakers at your awards ceremony, particularly if these
are community-oriented awards. Guest speakers can talk about the mission of your organization
inspire others to be award winners next year. Again, you can choose a local celebrity, a well-known
personality or someone from within your organization.
As guests are entering and even during the ceremony, you want them to be entertained. The type of
entertainment will be determined by type of event. You don’t want a rock band at an awards
ceremony honoring those who have raised money for a conservative nonprofit. And the entertainment
does not have to be extremely formal. Have someone playing the piano as guests arrive and possibly
as they eat dinner.
The invitation to an awards ceremony needs to reflect the spirit and mood of the event. A community
celebration should have a colorful logo from the sponsoring organization. Most formal initiations have
a font that resembles elegant calligraphy. Make sure you include a way for guests to RSVP. You want
to make sure the honorees are there. Thanks to advances in desktop publishing, these invitations
don’t have to be expensive. The invitations can be created online and printed from the office printer (if
the printer makes quality copies).
Guest registration at the awards ceremony is especially important if you want to make sure the
honorees are in attendance. You can set up a table outside the entrance to the meeting room and ask
people to sign a sheet. If you are having a less formal event, you can even issue name tags to the
guests at the registration table.
If your awards ceremony is a community event, you will want to sell tables. You have a few ways to
approach table sales. 1. You can run an announcement in the newspaper and local media announcing
the even. Be sure to include information about how to purchase a table. 2. If this is an annual event,
draft letters to past attendees reminding them of the event and asking them for their support again.
3. Have volunteers assist with table sales by asking their colleagues and friends.
Finally, remember you have to purchase the awards. These can be statuettes, like the Oscar, plaques
or framed certificates. Make sure you order them in plenty of time for them to be ready for the awards
ceremony and in enough time to correct any errors.
Trade Fairs
Event management of trade fairs where companies can exhibit their latest products and services.
Definition, “fairs:” cotton candy, funnel cakes, hotdogs, and roller coasters. Actually, not all fairs
possess such frivolity and festivity; trade and career fairs are decidedly less entertaining, albeit more
useful. Headed by a knowledgeable event manager, a trade or career fair is a special opportunity
through which buyers and sellers can meet.
Trade fairs are occasions in which corporations of a certain industry gather to display their latest
products and innovations. Career fairs, a close cousin, occur when companies conglomerate to solicit
potential employees. In today’s competitive economy, both events are essential. Trade
fairs are engaging, living advertisements, while career fairs are necessary to recruit college graduates
and other superior employees from the rank-and-file lines of unemployment.
When initiating the planning stages of a fair, first determine a theme. Is the trade show focused on
florists or dentists? Will the career fair seek out engineers or marketers? Do not waste time marketing
irrelevant prospects; select the target audience and focus accordingly.
Before solidifying times and dates for a fair, be sure that no similar show is occurring nearby or has
occurred recently. Additionally, check the success of past trade shows in the area. If they failed to
elicit much interest, reconsider the location.
When an event manager selects a venue, he or she must anticipate expected crowd size and vendor
participation. Locations should be easily accessible to the public with nearby parking lots. Add
carpet, lighting, furniture, and perhaps some audiovisual equipment to enhance the atmosphere.
Now, to solicit vendors. Aye, there’s the rub. Vendors are the brick and mortar of a show. Prospects
come for a vendor’s goods; second-rate sellers will elicit second-tier buyers, which create a second-
tier event. After carefully listing a collection of targeted companies, send each company an e-mail, call
their business executives and marketing branches and eagerly promote the event. Offer each
company floor area and a space in the event directory, along with other incentives.
After inviting vendors, market to prospective customers or employees. Avoid direct mail. Use worth-
of-mouth, press releases, media coverage, newspaper advertisements, and industry-inside channels to
disseminate invitations.
A few personnel logistics should be attended to during the actual event. A small crowd control
force should patrol the area; a receptionist should welcome customers and offer pertinent information;
and a set-up/tear-down crew (paid professionals) should take care of general equipment installation.
Definition, “fairs:” a place for a buyer and seller to meet. A place for an event manager to smile and
say, “success.”
