How to deliver a successful event

 When it comes to events and conferences, you really only have one opportunity to deliver success. Every event or conference is different and unique, and what works on one occasion may not save the day on another. Your overall success and client loyalty is only valid as far as the success of your last conference or event goes. Remember, clients are spoilt for choice, there are many service providers and many venues to choose from – what are you doing to retain your clients, survive and grow?

In my experience the following factors will assist in determining a successful event:

• Teamwork: as an event organiser or PCO, you need to be the glue between what the client wants and what the venue can provide.
• Communication: be clear in your communication to all role players and never ass-u-me that everyone is on the same page.
• Systems and processes: establish effective systems and processes in your business. You do not have to re-invent the wheel with every event / conference that you manage.
• Relationships: it’s essential to continuously work on your relationship with your client, the venue and other service providers. Long term relationships makes this job so much easier.
• Professional and ethical: A professional and ethical approach together with attention to detail and hands on management of the event goes a long way towards the success of your event.
• Quality service: always strive towards delivering a quality service – go the extra mile.

It is tough out there and the competition is fierce. Focusing on the above basic points can assist in distinguishing you from your competition.

Constant improvement is difficult to measure. However, if your keep your clients and grow your business, you can be pretty certain that you are doing something right. With the economy under pressure these last few years, it’s safe to say that there is no way you will have managed to grow your business if you are not delivering successful events / conferences.

The factors mentioned above are standard and probably nothing new. Many might think that it is easy to manage events but one is dealing with people and their behaviour is more often than not unpredictable. THUS, your ability to see beyond what people want and be pro-active in achieving the desired outcome will distinguish you from your competitor. Do not underestimate the power of experience. I have found that with many of my long standing clients that they see me as a credible source of information and therefore continue to use my services.

It is also important to remember that you can not be everything to everybody, so focus on what you do best and continue to build and maintain your support network. Unfortunately, there is no magic formula. It takes hard work, dedication and the ability to run with the event, to focus and not to stop till the last details are wrapped up.