Six mistakes event companies need to stop making

We’ve seen it happen time and time again: silly mistakes made by event companies who should know better. As I’m sure you’re all too aware, it only takes one slip up to put the success of your entire event in jeopardy. Are you guilty of any of the below?

1. Settling for an inadequate brief

The best kinds of clients are the ones who give you a thorough brief – one that contains their expectations and requirements in details. Unfortunately, few clients realise the importance of a proper event brief, leaving event companies with little to go on. Instead of clarifying a vague brief, many event companies attempt to fill in the gaps themselves. The result? An event that’s not aligned to the client’s requirements. If you’re unsure about any aspect of your event brief – even if it seems inconsequential – ask. Keeping asking your client to clarify until you have a crystal clear idea of their event objectives and expected execution.

2. Paying little – or no – attention to the guest list

The entire point of an event is to delight guests, which means that they need to be at the forefront of your planning objectives. It’s surprising then, that few event companies give adequate attention to their audience. Event planners need to be able to take a client’s brief, and then plan an event that matches both the brief and the demographics of the guest list.  As we’ve written about before, your guests are the main point of focus, which means that using all the information you have available to you to plan an event that resonates is crucial.

3. Failing to communicate with your client

Clear, open channels of communication with your client (and vendors) is key to a successful event. Event companies don’t always keep their clients in the loop when planning an event – to their own detriment. Make sure you regularly check-in with your client in order to ensure you’re both still on the same page. Another aspect of proper communication involves the ability to say no to a demanding client’s unrealistic requests, as well as a knack for putting aside your own agenda and really understanding what the client needs to achieve via the event in question.

4. Using sub-par vendors and staff

It takes a whole event planning team to ensure an event is a roaring success, which means that you need to choose your team mates well. Many event companies, in a bid to cut costs and increase profits, choose questionable vendors who offer their services at a lower price. Not only does this backfire – in a very big way – by affecting the quality of the event and your reputation, it’s based on a lack of foresight too. By choosing less than reliable vendors or uninspired, inexperienced staff, you’ll end up losing money, due to an unhappy client.

5. Failing to collect adequate guest information

The RSVP process is filled with invaluable information about your guests – information that’s not only useful when planning the event – but for informing future events too. Few event companies realise just how powerful the right kind of data is, and as a result, create events that fail to resonate with guests. Part and parcel of running data-driven events is relying on a sophisticated event management software – which not only makes this process infinitely easier, but feasible too. Manually collecting data isn’t an option. The event companies who’ve equipped themselves with the necessary tools however, are able to reap the rewards of successful events and satisfied clients.

6. Cutting corners when it comes to event compliance

Event compliance is an essential aspect of professional event planning. Unfortunately, many event companies turn a blind eye to compliance – putting the safety of their guests, staff and reputation at risk. Not only is this practice unprofessional, it’s illegal too. Event companies worth their salt know that event compliance is a must.

Download our (free) event Compliance Checklist today, to make sure your events are planned and managed in a legally compliant way.

Image Credit: blog.linkedin.com

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