In the events industry, there is a lot that can you keep you up at night. However, most of these concerns are universal – which means others have experienced them too, and there are a host of tricks that you can employ to overcome them.
We caught up with some event industry professionals to find out how they overcome some of the biggest event fears we all share.
EVENT FEAR: NO ATTENDEES
This is a fear that every event organiser can identify with; what if you create the perfect event but no one comes?
Natasha Heiberg, the Trade Marketing Manager at Specialised Exhibitions Montgomery, says, “In the B2B industry, nobody has time to get away from their desk and, as a marketing manager for several B2B trade exhibitions, the concern is always, ‘Are they (trade visitors) going to come to our shows?’ And, secondly, ‘Are the right people going to come?’”
COMBAT TRICK: Clearly, this is where you marketing plan comes in. Natasha says, “A well thought out marketing plan that relies on several platforms is the first way to gain the interest of your target market, but great communication is what keeps them interested and helps to convert them into actual visitors. And a well-advertised hashtag combined with social media is great for last minute pushes.”
She adds that RSVP systems and online event pages help her gauge interest from potential attendees; “With this, we can see which areas the campaign needs to strengthen in order to make sure the right visitors attend.”
EVENT FEAR: LISTLESS, BORED ATTENDEES
A room full of unengaged attendees who are on their phones or simply staring into space must be an outcome that strikes dread into the heart of every event planner. Brooke Rabe, the Marketing Manager for Unique Speaker Bureau (USB), says that this outcome is a very real risk; “There are still death-by-PowerPoint data-dump conferences. Delegates still experience packed agendas that allow little time for real networking. There are internal speakers who, quite frankly, would rather be having root canal. And this can all be made worse with crackling AV and no Wi-Fi.”
For tips on how to secure good Wi-Fi for your event, read this.
COMBAT TRICK: To ensure delegates get real value from attending your event, Brooke suggests you create an environment designed for interaction. “Design a room for dialogue and not monologue,” she says. “Use empty spaces for group discussion and networking. Partner with a top AV company to amplify the power of your message. And leverage the wisdom in the room by getting the speaker off the stage to extend their message through team thinking conversations.”
EVENT FEAR: RUNNING OUT OF FOOD
Angela Lorimer is the Commercial Manager at Spier Conference Venue. She says, “From a venue’s perspective, the one thing we worry about is that the delegate numbers suddenly increase by well over 10% just before the dinner or lunch function begins. Delegates will always perceive that the venue is not prepared for the event if food runs out. The last impression is the lasting impression.”
COMBAT TRICK: To make sure this doesn’t happen, Angela says they are always prepared for this outcome and can cater for a last minute increase in numbers. “We always ensure that we have sufficient food to replenish our buffets at functions, or if it is a plated meal then back-up is available. And our Banqueting Chef has a few tricks up his sleeve to ensure that guests leave happy,” she adds.
EVENT FEAR: HAVING THE ‘WRONG’ SPEAKER
Having the wrong speaker for your event – someone who does not understand the topic, the audience or the appropriate way to deliver your message – can quickly make an event feel flat and uninspiring.
COMBAT TRICK: To prevent this abysmal outcome, Brooke suggests you opt for speakers who have a high level of professionalism, expertise, experience and depth. She adds that it is important to engage with them early on in your planning process, and brief them thoroughly so that they have a good understanding of your organisation and your event objectives; “At USB we have introduced a more comprehensive pre-brief and post-brief process. This ensures that the keynote is aligned to your strategic conference theme and to maximise the value of the conference day by extending the longevity of the message.”
EVENT FEAR: BEING UNPREPARED FOR KOSHER & HALAAL
“One thing I do tend to worry about is the Strictly Halaal and Kosher meals,” says Crystal van Helsdingen, the Marketing Officer at SAB World of Beer. “We have to outsource these meals and the caterers require two days’ notice period before the event.”
COMBAT TRICK: Crystal says clear and timely communication with the organiser is her safeguard to make sure all guests at her venue are appropriately catered for. She asks the organiser for dietary requirements upfront; she informs the organiser of the additional cost and notice period for Strictly Halaal and Kosher meals; and she again confirms dietary requirements one week prior to the event.
“It’s a huge waste to order extra meals ‘in case’. But in a pinch our chicken is Halaal friendly, and we can also offer guests fish,” she says. “Fortunately, for the surprise Banting diet guests, vegans and vegetarians, we are able to assist them in-house.”
