7 minute read
PROFESSIONAL SERVICES
In Any Event
How to plan without missing the mark
Whether it's a baby shower or the Super Bowl, it’s still an event. All events may be different, but what do they have in common? And how can you be sure you have your bases covered?
First things first: if you think because you have planned one event you’ve planned them all, you are sadly in for a rude awakening. At Toast of the Town we have been producing events for a combined forty-plus years, and our experience is that no two are alike. Each has its own distinct identity, look, and feel, which is what makes them something to remember. Your event's identity is important to understand and have fully fleshed out at the beginning of your planning process. Nailing down what the highest value of your event is and who that value targets as attendees is essential.
For example, if you are hosting a nonprofit gala with a $3,500 minimum table purchase price, typically you find that the table hosts are corporate executives or private philanthropists who like to attend formal social events. Both typically range from 45 to 65 years old. Of course, there are always exceptions, but planning for the majority and having options for the minority is always the smartest play.
Meet the Demographics
Planning for your attendee demographic can greatly impact your event and how it is designed. There are comforts, considerations, and interests that may change the type of table seating you decide to have, the type of entertainment you decide to host, the time the event is held, and so much more. To make things a little more helpful in spelling this out, we would like to introduce you to our mock personas: Bob the Baby Boomer, Greg the Gen Xer, Molly the Millennial, and Gretchen the Gen Zer.
Bob the Baby Boomer is between 58 and 76 years old. He would prefer a program that starts around 4 p.m. and ends before 9 p.m. He won’t be happy if the event has a reception without the option of seated tables available. Bob will appreciate food and drink options without having to stand in a line such as at a bar line or buffet. Make sure that whatever registration software you use is user-friendly for the less tech savvy and provide printed programs onsite instead of relying on event apps. This way your attendees without smartphones (trust me they are out there) can easily navigate your event when they arrive without the frustration of trying to figure out how to use tech that they are not accustomed to. There are always exceptions to this, and when we generalize like this it's only because we want everyone to be comfortable, confident, and able to enjoy the event.
One of the worst things planners can do is over-complicate their event with hard-to-navigate elements that are unnecessary and create stress for attendees. Something as simple as an event app that you intended to make your event more eco-friendly might not always be the best fit for this demographic.
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Pacific Northern Academy’s Illumination Gala in May featured table service for Bob the Baby Boomer, posh decor for Greg the Gen Xer, and a narrative spectacle for Molly the Millennial.
Orzel Photography
Greg the Gen Xer is 42 to 57 years old. He is likely in upper management or a director role within his organization. He appreciates luxury and ease in his events and treats them as a way to get together with business acquaintances and friends in a formal or professional atmosphere. What does that mean in how you design? Simply put, when it comes to the tech, decor, food, and drinks… level up! Social networking time is important to him, so having lots of opportunities for that built into the program will be something he appreciates. Pre- or post-event receptions that give him access to keynote speakers or VIP attendees are high on his radar and thus are a value add to your event.
Molly the Millennial is 26 to 41 years old. She is all about the marketing message and the people that support it. Molly wants to surround herself with movers and shakers that have influence. How do Molly’s needs translate into event planning? Event apps that allow for networking and chat rooms are a great place to start. Molly is drawn to events that look like they are using the most cutting-edge event tech and eco-friendly methods
Orzel Photography
around. She wants and needs to feel something that is lasting when she leaves the event. Storytelling is important to her, and she expects interactive elements to be built into the event. This is a great opportunity to wow!
Gretchen the Gen Zer is between 18 and 25 years old. She is drawn to events that look like they will greatly impact the world's future. Eco-friendly solutions are a must. Technology-heavy event engagement is the way that she will get the most out of your event. Creating opportunities that allow her and other attendees to contribute to larger collaborative elements during the event is a great way to impact her experience. Recruiting presenters or emcees that have large social media followings and consistently post on their pages pre-event will help to market to people like Gretchen. She wants to spread the message after she leaves because she was really connected to what was presented at the event—and as a planner, you should give her every modern tool to do that.
What if Bob, Greg, Molly, and Gretchen are all at the same event? How do you manage planning for that?
Plan for it all. Look at the areas that overlap and do both. For example, handle registration with easy-to-use software that Bob can navigate; the app is available but he doesn’t have to use it. Also, printed programs are available onsite for those who want them. Select speakers and emcees who have large social media followings and promote the event through various social platforms. Make a pre-event reception available at an additional ticket level, giving those who want to attend more access to speakers and networking time. Provide food and drink via table service and/or pre-made and grab-and-go, depending on your event style. Recycle bins are frequently present, and reusable water bottles are provided. There are event app chat rooms available while the event is live, showing a list of all the attendees, and lounge-style environments are created for all other networking and breakout environments. The event ends with a story that ties into the opening presentation to really leave an impression. Provide a tangible item to attendees to take with them, and something that ties in with your marketing message to help them to remember that message every time they look at it.
It can be intimidating, but people host events for a reason, and that reason is that it's more impactful and memorable than traditional marketing alone, such as a card in the mail. Ask yourself, how many events can you remember and how many cards can you remember? Events are an experience that can last a lifetime.
Crystal Biringer is president of Toast of the Town, an event planning and management agency in Anchorage. Founded in 2015, the leadership team has more than forty years of combined experience in event design, management, and consulting throughout the Pacific Northwest.
