It is critical that all meetings and events have someone who is ultimately responsible for ensuring that the vision is implemented, plans are followed through and all involved move in the same direction. If you are this person, you know the demands that accompany the planning process are not easy and involve a great deal of skill, diplomacy and leadership. Being adaptable, and thinking on your feet, is mandatory to help you cope with any situation, temperament or emotions. It is also important for you to balance your time and focus on the priorities needed to get the job done. A successful meeting or event requires interface with the stakeholders, and a detailed understanding of their goals and objectives. The more you know, the more confident you will be with the process which will produce a greater outcome.
The planner, whether professional, executive assistant or someone assigned the task, is charged with executing key objectives and goals that may not have been clearly defined by the host. Too often, the people in charge have not thoroughly grasped the potential of what a meeting or event can accomplish. Like any business communication tool, there is a structure and procedures to follow to direct success. Establishing a clearly defined reason to produce a meeting or event is a critical component beginning at the onset of pre-planning. Without an understandable objective, it is impossible to implement all the elements vital to any event’s success. Asking the right questions initially will arm you, so when it is time to negotiate and identify risks, you will be prepared. Having this knowledge upfront requires the right skillset, experience and training. Each decision matters, from choosing hotels to transportation. If the planner or EA does not fully comprehend the reason for the meeting or what needs to be accomplished upfront, there is a chasm between the coordination and the strategy that comes with a potential inflated cost.
Event planning 101 will explain that the process begins with asking Why the meeting or event is being held. This answer needs to be concise, clear, and specific. It is the key objective for investing time, money, people’s efforts, and technology to make it happen and many times it is still not clearly answered. The other question that is needed is, “What needs to be accomplished?” The answer to this is not one sentence statement. It requires identifying 3-4 measurable goals related to the objective. For example, the objective is to plan an annual customer event for both existing and prospective new clients. Last year, 50 people attended. This year, one of the goals is that 100 people attend – “to increase attendance by 100%.” These goals are measured to calculate the return on investment.
A well-planned meeting or event gives the attendee the same feeling of trust as when we are passengers in a “hired sedan or SUV”. As passengers, we have an unconscious trust for the chauffeur to take us to our destination safely and securely. It is the same with planning. Attendees enter a world where trust is given to the planner “behind the wheel” who ensures all the details are delivered so the gathering is a success.
If you are responsible for planning, promise me that going forward, that you will use my clipboard process, called NORMA. NORMA is an extensive checklist, guide and map for meetings, and events, located on my website. Download NORMA for free now and begin using it immediately. But first, let me explain how the clipboard process can help both you and your client/boss. At the very onset when you are asked to plan a meeting or event:
- Immediately request a 30-minute meeting with the client.
- Print and attach a copy of NORMA to an actual clipboard (seeing you refer to your clipboard gives the impression that you need information – which you do). Rely on NORMA as a thorough “checklist” to discuss and identify what is expected from your client/boss/host.
- Prepare any additional questions.
- Listen and take notes and be certain that you understand what is being shared.
You’ll be surprised at what you can learn by using this technique as it acts as a springboard to conversation and clarification. It is to help you (and your client) to prioritize, think of what is needed, and provide options for discussion. It will help you manage your own stress and fear level.
The more you know, the better decisions you will make by reducing all forms of risk. Once your checklist is complete, you can knowingly sit behind the wheel anytime!
Dianne is a visionary and inspirational personality with global experience as a producer, speaker, author and educator.
She influences and inspires others with her leadership, speaking, teaching and creative acumen. Dianne believes that “No Idea Is Out of Reach.” As a pioneer in the experiential industry, Dianne founded a premiere event production company serving luminaries including U.S. presidents, heads of state, astronauts and Fortune 50 companies. She has been the recipient of numerous awards and recognitions.
Dianne served as President of the New York Chapter of two national associations in the meetings and events industry, MPI and ILEA. Dianne has also served on international boards and is involved with the National Speakers Association.
Dianne authored What Color is Your Event? — a global resource to help think creatively when planning and has collaborated with 17 other women, led by Pegine Echevarria, on Called to Lead: Success Strategies for Women. Dianne’s commitment to supporting women in business is driven by her belief in collaboration.
Dianne has inspired and motivated people through her speaking and training programs both nationally and internationally. During her 30+ years of experience as an adjunct professor at the New York University Tisch Center for Hospitality and Tourism, Dianne created and taught six courses in Hospitality and Tourism, earning recognition for Teaching Excellence.
Dianne recognized the significance of sensory communication in any live gathering and launched the SenseUP! Summit.
She believes in the power of networking and continues to outreach. Her commitment to education, training and mentoring professionals propelled her to create an online Certificate in the Business of Meetings and Events™. Focused on fundamental, critical knowledge, Dianne is committed to positively shape and guide the new generation with their career growth and professional development.
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