Your client is unsure about event details. How can you guide them effectively?

Clearly define event purpose. Understand client's desired outcomes. Align event elements with goals. Allocate resources effectively. Measure success based on objectives.

Ask client a series of questions to discover: 1.What the objective of event is and the desired return. 2. Who the target audience is 3. The desired date for the event. 4. Where the proposed event could be hosted based on audience. 5. If a budget has been allocated what this is. 6.Based on responses received, recommend event format options with budgetary implications for each format. Once the client decides on format it becomes easier to create timelines, sources appropriate vendors, develop theme and create a programme to meet ROI.

Many clients innocently just have no idea what it takes to pull off an event. You can be a trusted partner in helping them bring their ideas to life by adding your experience & knowledge. One thing I consistently do after a first meeting is recap what was discussed. They are excited, ideas are flying…it’s a good idea to close the meeting by saying something like, “Let me recap what we discussed….” Then, highlight the 3 most important items the client mentioned for: •The vision-highlight what the client valued •The budget-reiterate the estimated amount •The timeline-to manage expectations of deliverables Ask the client, “If we can achieve these goals, will the event be considered a success?”

Often times the client has an idea in their mind as to how the event will look and feel but has difficulty specifying the logistics. Have them describe what they visualize as the 'day of' look and feel. Its also helpful to do this from the attendee experience perspective. What do they want the attendees to see, hear, and smell from the time they enter to the last minutes of the event. Then from there you can help them with reverse engineering process and create a solid event plan with timelines and tasks.

It is critical that you have an ongoing conversation about budget and ask why decisions are being made. Budget line items should also be prioritized because there will be some things that simply will not fit in the budget which is also a conversation to have in the beginning. The more you understand what your client sees as priority the better you can advise them. Many see food and beverage as a priority and spend a lot of money on it and may find food gone to waste. You are the expert so advise with data.

Precedent is a reliable method for determining an effective budget. What were the budgets for previously held events? How many attendees were there? What was the average cost per guest? What were the priorities in expenditure—venue, catering, security, entertainment, or guest speaker? Compare this data with the estimated number of guests and the prioritised expenditure for the prospective event. This comparison can provide a rough estimate or starting point to gauge a reasonable budget for the new event.

Discussing the budget upfront is essential for managing expectations and guiding decisions. Explain to your client how the budget impacts key elements like the venue, catering, and entertainment. Work with them to prioritize spending based on their primary goals, helping allocate funds to what matters most. Establishing a clear budget framework early on prevents costly surprises or unfeasible choices later. This proactive approach allows for smoother planning and ensures the event aligns with both financial constraints and expectations.

Next important step is to have some budget clarity. Some clients do share the visibility but some don't. Clarity of the budget saves a lot of time and helps in moving in the right direction.

The right venue can make an event memorable, reflecting well on the host brand and adding to the overall client experience. The venue must reflect the host brand, it's personality and vision. For example, delivering events for an innovative, creative firm, the event venues I choose tend to be filled with natural light, creative spaces that offer guests something different. Create a shortlist of venues based on core needs - eg accessibility (thoughout the event space and ease of getting to the location), dietary requirements, capacity, sustainability. Always try to visit potential venues before booking or ask for a video walk through and floor plans to help envision the flow the event.

One thing that scares me is a client picking a venue before they have hired an event planner and before they have created an agenda. You are selecting a venue not knowing if it is big enough or have enough space or your agenda. You are also signing a contract agreeing to certain food and beverage minimums without discussing with a planner. Both of these things lead to major issues.

It is crucial for the venue to reflect the client’s tastes, values, and personality. To begin selecting venues that closely match your client’s preferences, start by visiting their home and discussing their favorite foods, experiences, restaurants, hotels, collections, hobbies, and pastimes. Inquire about their preferred music and other interests. By understanding these aspects, you can effectively analyse these valuable morsels and choose the best venues to present to the client based on their answers. Just as a seasoned interior designer aims to express the client’s heart and mind in every detail of their home, a savvy event planner should strive to do the same for an event.

Choosing the right venue is crucial to the success of any event. I encourage clients to consider key factors like event size, audience, and the desired atmosphere when selecting a location. Visiting potential venues together allows us to assess their suitability, from capacity and accessibility to available facilities. My role is to provide insights on logistical elements that are often overlooked, such as parking availability, public transport options, and flow within the space. By guiding clients through these considerations, I ensure that the chosen venue not only meets their needs but also enhances the overall event experience.

It's also valuable to consider incorporating local culture and traditions of the event destination. Highlighting unique local elements can create a memorable and authentic experience for attendees. Additionally, emphasize the importance of sustainability by suggesting eco-friendly themes and practices. This adds depth to the event and aligns with growing environmental awareness and responsibility.

Create a unique, bespoke experience by thoroughly understanding your client and asking the right questions. Begin by considering factors such as the chosen geographical location, venue, event goals, type of audience or guests, the season, and the client’s tastes and values. These elements will help you develop an appropriate and tailored theme for the event.

As the old addage goes, "it's not what you know, it's who you know". Having a close network of reliable people not only makes your job easier, it also gives your client more confidence in you.

One of the biggest mistakes I see my clients make is not spending enough time in the detailed planning phase. If done properly, the event day will feel like a walk in the park. If not, it can seem like the longest day of your life. The planning process involves not only the details of the day, but everything leading up to the event, including marketing, vendor, and contractor timelines, premises planning, staffing, and everything in between. It is super important to spend time with your team to flesh out every detail to avoid any potential problems happening that could have been solved with proper planning.

Manangement of the planning cycle is really important and I feel overlooked at times. First, there are planning stages and each of these stages has a number of requirements and deadlines when they need to be done. Second, there is a point where you have to stop planning events and start focusing on event production. There are not the same thing and many clients wait until the very last minute to stop planning and stop making changes before they focus on production which in many cases is too late. Third, you have to give yourself time to plan the event. Trying to plan an event two months out is not enough time when you are dealing with a large number of attendees. There is not reason to wait until the last minute.

It's always important for you and your client to be on the same page. Create a timeline for each part of the event from creation, planning and operations to follow up. And at each deadline schedule a follow up call with your client to make sure you're all on the same timeline or update the deadlines as needed!

Timelines are essential for the successful completion of any task. Keeping a close watch on timelines is a critical aspect of planning. Often, we have grand plans, but due to time constraints, achieving them becomes challenging. Here are some strategies to manage timelines more effectively: 1. Define Clear Objectives 2. Prioritize Wisely 3. Allocate Resources Efficiently 4. Monitor Progress Regularly 5. Manage Time Effectively 6. Communicate Effectively 7. Learn from Past Projects By implementing these strategies, you can better manage timelines and increase the likelihood of achieving your project goals.

Keeping eveyone on task and on time without being pushy is a difficult balance. You have to take a position of authoity and humility at the exact same time.