Event Planning Buyer’s Guide

Preparing for event planning and production

Before you speak with an event planner, make sure you know what you want your event to accomplish. Are you trying to raise brand awareness or develop stronger relationships with clients and partners? Or are you looking to motivate staff or provide additional training? Knowing what your goals are will help you focus on seamless event planning and production.

Event planners will ask detailed questions about your event planning and production requirements, so think through these types of questions as well:

• How many people do you plan on inviting?
• Who will your audience be? (Employees? Existing customers and partners? General public?)
• How long will the event last – an afternoon, a day, a week?
• At what type of venue would you like to host the event?
• What types of activities are you planning? Presentations, panel discussions, small group workshops, team building exercises, interactive demos?
• Would you prefer a single general session or multiple sessions?
• Do you need to develop an overall theme for your event?
• How will this event tie into corporate expectations?
• Will you need any permits?
• Do you need access to local entertainment or sight-seeing tours?
• Will attendees be local or from out-of-town?
• How many meals you will need catered??
• Will you offer open bar?

Take your time answering these questions as the event planner will need to factor them into consideration when creating your event planning and production proposal.

Key considerations
Perhaps your greatest consideration for your event planning and production will be your overall budget.  Basic one-day meetings for 200 to 300 people average around $25,000, and large functions can cost hundreds of thousands of dollars. You need to set clear limits on what you can spend so you're not tempted by services you can’t afford.

If the costs are too steep, there are a few ways to save money without compromising the event:

1. Charge admission – Require a flat fee for the entire event or particular event sessions.
2. Get sponsorships – Invite other companies to sponsor your event in exchange for promoting their business at the event with signage and logos.
3. Scale down – While you may not want to compromise on the venue, consider scaling back on menu options or décor.

Even with these cost-cutting measures, you still might not be able to afford an event. If your budget is stretched to the breaking point, it’s best to wait until you can afford it. If you cut too many corners or pick the least expensive option at every turn, your event may suffer and put your company in a bad light.

When should you hold your event? Select a date where you can get the maximum number of attendees. It’s best to avoid scheduling around major holidays and school vacations, while other competing events are taking place, or during typical times of potentially inclement weather.

The location of the event can often be as important as the event itself. Do you want an area where you can entertain potential clients, or do you prefer a captive audience that won’t be tempted by local distractions? An event planner can offer a wide selection of destinations, from a quiet rural resort to a hotel in the heart of a big city.

When you find out which meeting spaces are available, make sure to arrange walkthroughs of the venues to determine the best fit. If you can’t see a particular site in person, the planner should provide a detailed blueprint and explain how the event will be set up.

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