Event Planning 101:
Avoiding Event Day Disasters
Presented by: Krystal Sondel
Today’s To Do List:
(because every event planner has a to do list!)
1. Learn Krystal’s cardinal rule of event planning
2. Create a template to use when planning events
3. Learn from other attendees
4. Embrace tips to prevent event day disasters
Photos by Mike Beato & Jim Cookfair
Krystal’s Cardinal Rule of Event Planning:
Event Planning Meeting
All the key players
Event Plan
Specific details & logistics
To Do List
Marketing Plan
Tactical marketing planning
Calendar
Always start with WHY?
• WHY are we doing an event?
• WHY is an event necessary?
• Do we need to:
• Fundraise
• Educate/Inform
• Network
Don’t forget to ask WHO?
• WHO will the event benefit?
• WHO are we putting on the event for?
• Donors, customers, potential clients, sponsors,
politicians, media, etc…
• Get specific – demographics like age, industry,
income, gender, etc…
TARGET AUDIENCE is KEY!
Then ask, WHAT?
• WHAT type of event do we want to do?
• Gala, 5K, Golf tourney, Auction, etc…
• Networking event, meeting, business dinner
• Seminar, conference, trade show, product
launch, press conference
(the list is endless – get creative!)
• WHAT are our broad goals?
•
•
•
•
•
Raise money
Educate on a specific topic/product
Get to know other companies
Attract new customers
Advocate for a cause
Figure Out HOW?
• HOW are we going to pay for this?
• What’s our budget?
• Revenue vs. expense
• Sponsors, ticket cost, etc…
• Do your research
• HOW are we going to market this?
• Based on your target audience
• Invitations, flyers, social media, press
releases, advertising, etc…
Finish With WHERE & WHEN
• WHERE are we going to host it?
• What makes sense for your target audience?
• What works in your budget?
• What fits into your overall event goals?
• WHEN should we host it?
• Research what else is going on in the community
• Be conscious of religious holidays (Lent – Fridays)
• Time of year & time of day are important – goes
back to knowing your audience
Set Realistic Goals
• Attendance
• How many people do we want to attend?
• What is a realistic price point for tickets?
• Sometimes a free event = a lot of no shows
• Budget/Revenue
• Rule of thumb – underestimate potential revenue, overestimate
potential expenses
• Can you attract sponsors?
• Buzz
• How can you get people talking about your event?
• Use your attendees to spread the word – social media
• How can you get the media there?
Budgeting
Revenue
2016 Budget
2016 Actual Notes
Sponsorships
Auction items
Event Ticket sales
Total Revenue
$
-
Expenses
2016 Budget
$0.00
2016 Actual Notes
Printing/Mailhouse
Postage
Supplies
Mileage
Meetings, Entertainment
Banquet - Food & Beverage
Speaker Fees
Awards/Gifts/Prizes
Rentals - A/V Equipment
Total Expenses
Net Revenue
$0.00
$0.00
$0.00
$0.00
$0.00
BIG
PICTURE
Discussion:
What was the best event you’ve
ever been to?
What was the worst event you’ve
ever been to?
Why?
Event Planning Meeting
All the key players
Event Plan
Specific details & logistics
To Do List
Marketing Plan
Tactical marketing planning
Calendar
The Event Plan
Should Include:
• All the important event information (where, time, date)
• Detailed agenda/flow of event
• Description of event “elevator speech”
• Room diagram – lay it all out
• AV needs
• Food/beverage needs
• Event day contacts
• Decorations
• Miscellaneous needs
pertinent to the event
• Collateral needs
• Sponsor benefits/fulfillment
To Do List
TASK
DUE DATE
COMPLETED BY
Book speaker hotel
8.31
Krystal
Invitation draft design
9.5
Kailey
Social media calendar crafted
9.5
Kailey
First e-blast out
9.1
Kailey
Confirm final count to hotel
10.5
Krystal
Create PPT slides for day of
10.5
Kailey/Krystal
Opening comments prepared
10.6
Kailey
Day of signage completed
10.7
Krystal
Volunteer orientation
10.8
Krystal
COMPLETED ON
The Marketing Plan
Should Include:
• All
•
•
•
•
•
•
•
the tactics you will use to promote the event:
Invitations/registration page
Social media (Facebook, Twitter, LinkedIn, etc…)
E-mail marketing
Press releases, media alerts & media kits
Blogs
Paid advertising (print, web, billboard)
Flyers, brochures, postcards, etc…
• Detailed calendar
• Make sure your marketing tactics complement each
other - know your audience!
Wait, That’s Not In The Plan!
Annual Report 2015
HobNob 2014
Communication is Key
Communicating with attendees before & during
an event will prevent event day disasters
• Send out detailed confirmation e-mails
• Be specific on event cancellation policy (48 hours)
• Ask for dietary restrictions
• Send out reminder e-mails with specifics
• Date/time/exact location/event agenda
• Parking information
• Alert attendees of any changes at registration
• Communicate delays, speaker changes, etc…
• Be honest
Post Event
• Follow up with attendees
• Send an e-mail with important event recaps:
• Presentations
• Photos
• Links to next events (discounts?)
• Schedule a post event wrap up meeting
• Bring together staff to evaluate the event
• Look at your goals – how did you do?
• Send thank you’s
• Vendors, volunteers, emcee, staff who helped, etc…
• Handwritten are best 
8 Event Planner Musts
• Have a backup plan
• Especially for weather & technology
• Don’t assign yourself a specific task
• Have a great team working around you
• Be available for when things come up
• Be flexible!
• Day of changes happen, often, so be able to adapt
• Check then double check technology
• Have backup presentations on a flash drive & in your e-mail
• Pay for AV technicians – well worth the money!!
More Event Planner Musts
• Always walk the venue before the event
•
•
•
•
Keep an eye on flow for guests
Potential hazards
Double check parking options
Find out where restrooms are
• Don’t sweat the small stuff (easier said than done)
• Odds are no one but you will notice
• Find some time to network and enjoy (and try the food)
• Making new connections is what events are all about
• If you have events often, get to know attendees
• Bring flats (ladies) & a change of clothes
• Event set up is messy – and a lot of work
• Flats will save your feet (and back)
Today’s To Do List:
(because every event planner has a to do list!)
1. Learn Krystal’s cardinal rule of event planning
2. Create a template to use when planning events
3. Learn from other attendees
4. Embrace tips for dealing with event day disasters
Contact Information:
Krystal Sondel
Manager, Events
Buffalo Niagara Partnership
ksondel@thepartnership.org
Cell: 716-868-7010
Office: 716-541-1720
Twitter: @lovinonbuffalo
Find me on LinkedIn!