Blogspot: Making an Event ‘Exceptional’

Ok people, here it is, our next blogspot. You may think we’ve already covered Making an Exceptional Event. However, this time we’re looking at it from a different angle…and looking at making an Event Exceptional! Happy reading….

Guest Blogger: Jilly Jones

Exceptional events happen because of the people involved. Right from the initial enquiry, it is vital to establish the event objective and to ensure that the venue can deliver and is the right ‘fit’. To be ‘mis sold’ to at this stage by an over eager events manager that may mistakenly believe that their venue and staff can supply what they want will end in disaster. For example hosting a corporate conference with a serious business element in a ‘family friendly’ leisure environment during school holidays may well have an adverse effect on the success of the conference.
Tools such as ‘Trip Advisor’ and ‘VenueVerdict’ help event organiser to properly research the venue and identify any particular strengths or weaknesses which may be addressed. Investigate any awards that the venue may hold, to identify the strengths of the venue and how this in turn may benefit the event. Awards such as Gold Standard in the Green business tourism scheme will contribute to assessing the carbon footprint of your event. Likewise venues holding awards for customer service will leave your delegates delighted.

 

From this stage on it’s up to the events manager and the client working together to ensure the success of any project. The planning is an integral part of the process. Objectives must be clear and understood by all of the parties involved.

A degree of marketing strategy in the planning process ensures that the audience (whether that be your internal or external customer) is considered fully and will be communicated to in the way in which is convenient. For example, to send out hard copy invitations and information to any delegates that may be field-based will end in catastrophe! Effective communication must exist not only prior to your event, but also during and post event to continually evaluate the event objective. ‘Goody bags’ remain a very popular part of the event: your delegates leave with a ‘momento’ and this can be a great way of ensuring that further branded material and follow up information is distributed.

Creativite and innovative ideas that will engage your audience and keep them talking about the event long after they return to the office benefit the longevity of any event. Keep things simple by inviting external professionals who can deliver those special touches such as facilitation and entertainment. This adds value and rewards delegates who have committed the time and energy to attend.

About the Author

Jilly Jones is Business Development Manager for Farncombe Conference Centre and Dormy House

on the Farncombe Estate and in her words ‘One of the most beautiful estates in the Cotswolds.’

 

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