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.
Nice title!
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