The Concept As A Dessert

We are at the very beginning, but we will start with a dessert. At a dinner comes this delicious and tempting moment at the end. At an event it is, at least for the event team, the beginning. The time of creating and being creative. The time of limitless fun. Later is the only useful creativity called crises management - how to replace slides in running presentation (the technical creativity), where to find drunken groom (the creativity of Hercule Poirot) or how to get special landing time slot for delayed plane (the divine creativity). Let's enjoy this moment of freedom. 

Creating a concept means answering five questions. How, Why, Who, When, Where and What. 

Good concept - the How - is made of following ingredients: 

Why - the content;

Who - the audience;

When - the timing; and 

Where - the location. 

While the Who, When and Where seem to be very important, all three give only supporting data for the Why which shall be always treated as the major subject. All four together create the How - the concept - the way to communicate the content.

Why - the content

The Why is the base of every concept. It is the content of any event, the main task - to discuss future business, introduce new product, present changes, meet informally, enjoy sport or music, please business partners or customers, have party, get married or ... you name it. 

Trapped in 'Why'? Ask! What is the message to be delivered to the audience? What shall each participant take away? Is the 'take away' same for all participants? Is the message understandable? 

Simple content structure helps navigate the audience through the event towards the message. In case of events remember the vital rule - less is more and simplicity wins. The content shall be meaningful, feasible, and comprehensible. 

Who - the audience

The supportive subject of the Who is significant for clarity of the main task. Education, age, social and cultural backgrounds, gender, nationality, language; considering all mentioned aspects helps develop comprehensible content.

Trapped in 'Who'? Ask! Is the vocabulary understandable? Is there any danger of getting lost in translation? Does different cultures or nationalities mean different perception or understanding? 

Characteristics of the audience shall not be underestimated. Inappropriate vocabulary or incorrect translation might have vital effect on perception of entire event. 

When - the timing 

While developing the concept of an event, timing shall be perceived from the helicopter. At this phase is not wise to dive deep into a detail. The issue of detailed scheduling and planning will be covered in one of coming posts. Season, daytime, timing of other events (competition, own, similar to ours, etc.) shall be taken into consideration. 

Trapped in 'When'? Ask! Does the timing fit the common customs of the audience? Is the audience arriving from different time zones or seasons? Is timing in accordance with other business plans? Are similar events taking place in same time? How timing affects the costs? 

Appropriate timing has significant effect on attendance, overall satisfaction as well as costs. 

Where - the location

The location is on many events the highlight of the show. Yes, it is possible to choose very special place. However! The locations shall correspond with Why, Who and When. Main parameters of any location are: accessibility, concept feasibility, comfort and last but not least the cost. The location might make or destroy the event. Several events raped attractive locations and delivered poor result at the end; on the other hand numerous boring locations were used unconventionally and made the event unforgettable. 

Trapped in 'Where'? Ask! Does everything needed fit in? Really everything? Storage? Parking? Other transport? Offices? Changing rooms? Toilets? Are all distances acceptable? Are all pros and cons of outdoor/indoor listed? 

Keep in mind the attractiveness is matter of the purpose and might change noticeably with the objective. 

Decorating the Concept 

Done? Not yet! First double-check whether the concept allows its implementation in every segment of the event.

Final step of the concept development is the story. The story makes the audience understand the message. It is known how, why, who, when and where, however 'the What' is still missing. The concept shall translate the message into attention-grabbing and exciting story. Play, shape and design; and then think about implementation of various details of the story into every aspect of the event. 

Trapped in 'Decorating'? Ask! What is the Story about? How it will materialise in: invitations, posters, information materials, slides, movies, photos, location decorations, gifts, staff outfit, signage, etc. 

With the completion of the concept is the dreaming about a perfect event over. Reality arrives; realisation of the event shall be planned now. Next topic sounds very technical - the TEAM. 

INSTANT HELP 

1. To find HOW prepare four ingredients - WHY, WHO, WHEN and WHERE;

2. Do not forget WHO, WHEN and WHERE are only support for WHY;

3. Check with broader team UNDERSTANDABILITY of the concept;

4. Check FEASIBILITY of all four ingredients;

5. Do not forget details. Check whether the CONCEPT is implementable in every segment of the event and respects all aspects of it;

6. Translate the CONCEPT into a STORY;

7. The CONCEPT does not need to be funny, however it shall always include SMILE & COMMON SENSE. 

Cooking Simple Goal & Clearing Expectations

At the very beginning of every event is a wonderful idea that blurs the mind of an organiser. The idea grew up; the goal must be now cooked well and made comprehensible. Clear and understandable goal helps throughout whole project to keep the right direction, simplifies communication and brings expected results.

The goal seems obvious being undividable  part of the event idea, while it is worth a second thought. Various stakeholders have various goals. Diverse events need diverse goals.  If goals and expectations are not clearly defined, mixed up targets and unclear anticipations might result disappointment at the end of the event. Reaching the goal and meeting expectations only happens when both are set beforehand. We will take a closer look on types of events and its specifics later. Now is time to take a look on the goal and expectations in general. Experience suggests: when in doubt, ask. Take enough time to answer the five questions below and list all responses.

Who are the stakeholders? What are their expectations?
Stakeholders are companies or private persons for whom are events organised; agencies who organise events; participants, visitors or guests; suppliers and artists; state or local authorities - all those who are somehow involved in the event. Participants, visitors or guests are for purpose of this exercise taken out as they have own perspective. All those stakeholders shall be involved, or at least considered, in the Goal search and Expectations definition.

Who is the audience? What are their expectations?
They might be called guests, visitors, clients, customers etc. They are the reason for your event. Taken the perspective of audience is difficult vital aspect of this exercise. Organisers' wishes and anticipations shall not be mixed-up with motivations and desires of the audience. Be aware of the fact the perspective of the audience might vary with the following aspects:
paid v. free admission;
active v. passive involvement;
compulsory v. voluntary participation.

What is the expected outcome or result?
Once stakeholders and audience are known is time to list all expectations. Ask directly, confirm, discuss, and put yourself in others shoes - especially in case of participants, visitors and guests, who you cannot ask directly. While creating the list think of each anticipation without judging or assessing. 

What to measure? 
However I have heard many times the opinion - is impossible to measure a part. I know it is possible. Any event can be measured by accomplishments and satisfaction level. Goals and list of expectations are the sources for set of features and qualities to be measured. Quantification of goals and most important expectations shall be used to set benchmarks, develop surveys and define measures. Outcomes are valuable source of improvements for future events or for instant changes in running events. 

Who pays decides? 
Yes! Clarify structure, responsibilities and tasks of the team and its members before finalising official Goal(s) and Expectations list. Perfect list without authorisation from the right people may later cause bewilderment, additional costs and unnecessary stress. 

Done? Based on above-mentioned questions you shall be able to list all possible goals of the event. Create a short list of one to three core goals considering every stakeholder's point of view, motivation and expectations. Goal(s) must be introduced, well known and understood to all members of the organising team, to the client as well as to any involved staff.

Done! Being excited about the result is important part of the job. On the other hand great event managers stay with both feet on the ground, most of the time. Setting a clear goal of the event helps later stay on track, focus on target and overcome obstacles. 

Desires are known. Next step is tempting. It seems all events really start with concept formation. Creating the concept is so delicious that many event professionals will call the concept the dessert. Why? Let's see next week.

INSTANT HELP 
1. Set a common GOAL of the event;
2. List understandable EXPECTATIONS of all stakeholders of the event;
3. Based on GOALS and EXPECTATIONS decide about parameters to measure success of the event;
4. Write short PROTOCOL from each meeting, it might be handy later; 
5. Stuck? Argue with COMMON SENSE and authentic SMILE!

Brewing, Cooking, Making, Baking! How Do You Prepare Your Event?

The Event

Event management is at the moment attractive and desirable job for many people. As easy as it sounds event management is independent discipline with several rules and laws. However people often confuse 'going to a party' with 'organising a party' they never confuse 'cooking' with 'dining', though the gap is the same. Cooking and organising event has many common aspects. 
Preparing event is hard work in difficult environment, with high potential of fun and enjoyment as well as high potential of vital risks. It requires creativity, dirty handwork and if you are lucky it includes also five seconds of limelight. 
This blog shall help you to get over all hitches and bumpers on your way to successful event. I will write about creating, running and evaluating an unforgettable event, reply to your questions and support you with an opinion. Without further ado let's take a look on basic ingredients of every event.

Essentials Of Any Event
For one kilogram of an excellent event you will need:
100 g simple Goal
100 g cleared Expectations
100 g creative and understandable Concept
100 g trustworthy Team
100 g reliable Resources
100 g precise Timing
100 g detailed Logistics
100 g honest Feedback and candid Evaluation
200 g warm Smile mixed with Common Sense

At the very beginning of every event is a wonderful idea that sometimes blurs the mind of an organiser. Being excited about the result is important part of the job. On the other hand great event managers stay with both feet on the ground, most of the time. Setting a clear goal of the event helps later stay on track, stay on track and overcome obstacles. 

Once goal set, understood and confirmed is time to list expectations. Events have various stakeholders - companies or private persons for who are events organised; agencies who organise events; participants, visitors or guests; suppliers and artists; state or local authorities - those who are somehow involved in the event. Diverse stakeholders have numerous motivations, requirement and anticipations. Listing all stakeholders' expectations, agree on list of handful most important and consent of all who are involved makes smooth start of the project. 

Goal and expectations are clear. Is time to be creative? Yes, this is the right time. Great ideas are pouring out. Everybody wants to promote own brilliant concept that often does not allow their excited authors to check whether the idea supports all features of the event, is understandable and feasible in all activities during the event. Time to be wise. Choose colourful concept flexible enough to fit to all planned activities and features as well as those not known at the moment of creation of the concept. 

It is known what to do, is time to get the team together. Paying attention to proper recruitment is fundamental for any event. Well-motivated team of experienced experts who get along well is invaluable asset to any project. In case of events is this rule even more valid. 

Based on concept the team shall plan resources needed for smooth, successful and efficient execution of the project. As events are living creatures provision of 10% shall be planned. Updating budget status regularly gives current picture of the project. Plan wisely and collect savings to avoid search for additional funds during the peak of the event. 

Making a time plan does not mean considering only at what time to start, it also includes selecting right the season of the year, reflect time zone aspects, travel and transport times as well as time needed for construction and dismantling of the equipment. Hand in hand with timing comes the logistic plan that includes information about team, resources and time. Logistic plan shall be made only after all team, resources and time questions are resolved and accepted by authorised managers. Logistic plan is not a rigid document; it shall live with the project, be adjusted regularly according to current situation and shared with everybody.

Result of any event can be measured. However it may sound strange it is possible. Within definition of the goal define outcomes that must be reached - number of guest, product testings, satisfaction surveys etc. 
Feedback and evaluation meeting after the event helps improve performance in the future as well as asses whether goals were reached or not. 

Two essential for any event are very simple to implement. Two vital ingredients - smile and common sense - keep both always in the pocket. They will help you solve all situations, crises and disasters. Especially smile changes bad for good in seconds. 

For today we are done. Future recipes will cover particular ingredients of a delicious event in depth; uncover specialities of particular events such as conferences, dinners, concerts etc.; and introduce several tricks and tips. 
Next time we take closer look on how to cook good goal. 

INSTANT HELP 
1. Set a GOAL of the event;
2. List EXPECTATIONS of all stakeholders of the event at the beginning of each project, check from time to time whether reality is in accordance with the list;
3. Once you have a goal and know all expectations create a CONCEPT that appears in every aspect of the event;
4. Choose a TEAM of people you like to work with, you will spend a large amount of time together;
5. Plan enough RESOURCES including 10% of secret reserve;
6. Take time to create meaningful TIMING;
7. Prepare and keep up-to-date LOGISTICS plan including all details and consider all aspects and risks of each step; 
8. Based on the goal design FEEDBACK sheets & after event organise EVALUATION meeting to discuss results and feedbacks;
9. DON'T WORRY with SMILE & COMMON SENSE is solution always at hand!