Current Issues Facing Event Planners

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					The “Quo Vadimus” Approach to
 Event Planning and Marketing
        What I hope to do…
• Provide some tips on things to do in the early
  stages of event planning that can help
  eliminate problems later on.
• Provide you with some tools to help identify
  the often overlooked, ignored, or forgotten
  “little things” in the event planning process
  that can cause major headaches on event day.
• Provide some basic tips on marketing that can
  help you have major impact with a limited
  budget.
    My favourite questions…
1. Finish this sentence: “Next year can be
   considered a success for our organization
   if…”
2. List three specific things your executive is
   going to accomplish this year.
3. What do you hope to get out of being an
   Executive this year?
4. What does <TEAM MEMBER> hope to get
   out of being an Executive member next year?
 Ask yourself
“Quo Vadimus”

“Where are we going?”
   “Where are we going?”


Q. Why ask “where are we
 going?”

A. Because things rarely ever go
 as planned.
    “Where are we going?”
Alice came to a fork in the road.
"Which road do I take?" she asked.
"Where do you want to go?"
  responded the Cheshire cat.
"I don't know," Alice answered.
"Then," said the cat, "it doesn't
  matter."
     (Lewis Carroll - 'Alice in Wonderland')
      “Quo Vadimus” Planning
•   The “polish session”
•   Collectively discuss “where are we going?”
•   Create the vision
•   Evaluation of the vision/plan
    – The “Walk Through”
    – “Six Hats Thinking Approach”
• Goal Setting
• Creation of the Critical Path
• Post-event Evaluation – “Hey Idiot Questions”
      “Quo Vadimus” Planning
•   The “polish session”
•   Collectively discuss “where are we going?”
•   Create the vision
•   Evaluation of the vision/plan
    – The “Walk Through”
    – “Six Hats Thinking Approach”
• Goal Setting
• Creation of the Critical Path
• Post-event Evaluation – “Hey Idiot Questions”
 Who should “polish” your idea?

“The Principals”
• People you like, people you trust,
  people you have worked with before.
• These will be the people who are the
  driving force behind making sure the
  event happens. They will be the ones
  doing the majority of the work.
• Usually a pretty small group.
    Who should “polish” your idea?

“The Audience”
•    People who are examples of the people you hope
     will come to the event.
•    These groups should be very small (3-4 at the
     most)
•    Make sure some of them do not hold “official”
     leadership positions.
•    You must be genuine, you must listen, and you
     must be willing to adjust your original conceptions.
    Who should “polish” your idea?

“People of Influence”
•    Opinion leaders on campus.
•    Who they are differs from campus-to-campus.
•    Which ones are going to be important to you differs
     from event-to-event.
•    Can be members of student government, captains
     of teams, executives of clubs and residences.
•    Important to recognize that people need not have a
     title to be a person of influence, and that not all
     people with a title are well-liked and influential.
  Who should “polish” your idea?
“People of Influence”
There are two strategies to employ:

• Identify what communications
  networks already exist on the
  campus, and bring into the fold
  the people that control them.

• Identify the real leaders on
  campus, and get their “buy in”.
     Why bother getting this input?

1)    The more perspectives applied to anything, the
      stronger the end result is – “Many hands make light
      work…but many minds make great work.”
2)    To create “psychic ownership”:


“Well….you could always do X, Y
  and Z…..and you could add X, Y,
  and Z, and you could ask X, Y and
  Z to do X, Y, and Z.”
     Why bother getting this input?

1)    The more perspectives applied to anything, the
      stronger the end result is – “Many hands make light
      work…but many minds make great work.”
2)    To create “psychic ownership”:


“Well….we could always do X, Y
  and Z…..and we could add X, Y,
  and Z, and we could ask X, Y and
  Z to do X, Y, and Z.”
     What you want to occur:

Generic Student #1 walking down
   hall…sees poster/banner/goat with
   sign on it. Turns to friend and says:
“Hey, have you heard about this thing?”

You want Generic student #2 to respond
   with the greatest lie in all of student
   social life. All of your marketing needs
   to be aimed at having this line spoken:
 “Yeah….I hear that
EVERYONE is going.”
     Evaluating the Vision

1. Ask each member of the planning
   team to provide a “walk through”.

1. Employ the “Six Hats Thinking”
   Exercise
      “White Hat” Thinking
• Focuses on the hard data available
• Looks for gaps in the data you have
• Analyzes past trends and extrapolates
  from historical data
• Focuses on quantifiable things

“Facts, observable information, what is known.
    Also, what is not known, but is needed.”
      “Yellow Hat” Thinking
• Focuses on the positive things in your
  plan
• Examines what value your plan is going
  to produce

“Benefits, value, why this idea might work. Why
  is it worth trying? What could be good about
  it? How does it meet our audience’s needs?”
      “Black Hat” Thinking
• Focuses on the negative aspects of your
  plan
• Allows you to identify the parts of your
  plan that need strengthening
• Allows you to identify what contingency
  plans should be prepared

“Why this idea might NOT work. What could go
          wrong? What are the risks?”
      “Green Hat” Thinking
• Stands for creativity
• Involves brainstorming solutions to
  identified problems
• “Nothing is too stupid”

“Alternatives, possibilities, new ideas to fix
            the black hat risks.”
        “Red Hat” Thinking
• Looks at plans using intuition, gut
  reaction, and emotion
• Examines how others will react
  emotionally to your plans

 “Emotions, hunches, and intuitions. We
    don’t need reasons, just feelings.”
       “Blue Hat” Thinking
• The blue hat stands for process control
• Worn by the people chairing your
  meetings
• Responsible for triggering shifts between
  hats by the group
Critical Pieces of a Successful
      Marketing Campaign



 Adequate lead time
     Ask yourself two key questions:

1)How much time will it take to market this
         event PROPERLY?
                  2)
     Do we have that much time?
Critical Pieces of a Successful
      Marketing Campaign




“Get Symbolic on their
        Ass!”
 Critical Pieces of a Successful
       Marketing Campaign

“Get Symbolic on their Ass!”
  Critical Pieces of a Successful
        Marketing Campaign

“Get Symbolic on their Ass!”

 Create a style guide to ensure
consistency and professionalism
  in the way your organization
            appears.
Critical Pieces of a Successful
      Marketing Campaign




“Hit ‘em in Waves…”
Critical Pieces of a Successful
      Marketing Campaign




 Connect the Dots…
 Critical Pieces of a Successful
       Marketing Campaign




 Don’t skimp…get pro
work, even if it’s not pro
         cost.
 Critical Pieces of a Successful
       Marketing Campaign




“Be Aware of Webfalls”
 Critical Pieces of a Successful
       Marketing Campaign




    “Shape Up a Bit”
Avoid always advertising with the
           8” by 11”
   Critical Pieces of a Successful
         Marketing Campaign




   “Embrace Diversity”
From tabletalkers to stamps, surprise
   screens to random goats – fight
         poster domination!
Experiential Activation


Bulls-Eye Winter BBQ

Who doesn’t like a little BBQ’d
meat in the middle of a cold winter?
 DINNER IN THE SKY
POST ACTIVATION REPORT
           JULY 2nd and 3rd, 2008
American Express presents
Dinner in the SkyTM Canada Premiere
 A unique, buzz-worthy and unmatchable dining
 experience 150 feet above downtown Toronto

 22 sessions, gourmet cuisine, and appearances by
 celebrity chefs

 Strategically timed to launch Amex’s annual
 Summerlicious Dining Access program




                                                                                                                                              3
                                                    Yonge & Dundas Square, Toronto | July 2nd (Wed): 12pm -11pm | July 3rd (Thu): 6am - 8pm
 Critical Pieces of a Successful
       Marketing Campaign

“When you do post…be
       peculiar.”
Critical Pieces of a Successful
      Marketing Campaign




 “It’s NOT about the
        events.”
   What are the five most
     significant events or
initiatives your organization
  will undertake this year?
What makes Facebook so addictive?
FACEBOOK feeds YOUR needs:
The need to see what others are doing (and the
corresponding ability to make judgements about
yourself, the goals you set, the way you're spending
your time and the things you accomplish relative to
others)
The need to let others know what you are doing (to

solicit both feedback and approval)
The need to feel connected and informed

The need to be informed of cultural values and

perceptions
The need to express yourself and shape how you are

perceived
 Facebook's ability to do all of
 this quickly, easily, on a large
  scale, and in relative safely
means that it adds a tremendous
amount of VALUE to a person's
               life.
Whether they are aware of it or
not, students will be attracted to
 organizations that add value to
   their lives – who provide a
          distinct benefit.
Getting Them Connected

How can your organization offer
 students what Facebook offers
           students?
   Getting Them Connected

   How can your organization offer
    students what Facebook offers
              students?

   How can your organization offer
students what Facebook FAILS to offer
                them?
      Your organization…


 What are the most significant ways
your organization can add value to the
    lives of University of Calgary
              students?
   Every piece of marketing, no matter
 what it is, should remind the viewer of
another different piece of marketing, and
  the overall campaign must succeed in
creating enough “viral” knowledge about
 the event that your marketing materials
   remind the viewer of conversations
       they’ve had about the event.
 Your job is to make the conversations
                happen!
 Post-Event Evaluation



Ask yourselves the “Hey Idiot
         Questions”
      The “Hey Idiot” Questions
Tickets
•Do the tickets contain a disclaimer regarding event cancellation,
time changes, venue changes etc?
•Do the tickets make clear ROAR (Right of admittance refusal)
belongs to the staff?
•Do the tickets contain the correct start time?
•Do the tickets indicate age restrictions/lack of age restrictions?
•Do the tickets indicate a valid proof-of-age is necessary?
•Do the tickets bear a time when they expire?
•Are the tickets numbered?
•Do the tickets have sufficient cautions against forgery?
•Do you have a plan for the distribution/collection of tickets to/from
sales outlets?
•Has any money received in advance been put in trust to cover
refunds in case of cancellation?
      The “Hey Idiot” Questions
•Are the security staff who will be in direct physical contact with the
patrons clear of any history of chronically poor decision making,
violent incidents, or overly aggressive behaviour?
•If fireworks are to be used:
     •Have the necessary permits/supervision been obtained?
     •Have any flammable materials been removed from the launch
     area, and has the person launching them abstained from drinking?
     •Are the fireworks stored in a locked, guarded area?
•Has your stage been checked for structural integrity recently?
•Has your staff been informed it is illegal to refuse immediate access
to any police or emergency personnel, as well as to any employees of
the liquor board?
•Have cleaning staff been advised about the advantages of being
immunized against Hepatitis B?
•If there will be live animals at the event, will someone trained in
their supervision/control/sedation be present?
   The Event Planner’s Mantra:
It’s all going to be okay in the end.
 If it’s not okay, it’s not the end.
The Event Planner’s Equation:


  Tragedy + Time = Comedy
       Email
 drew@drewdudley.ca

       Website
www.nuanceleadership.ca

      Twitter
    @NuanceDrew

				
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