25 Event Planning Blunders And How To Avoid Them€¦ · event. So why would any sane person take on such a huge responsibility? One possible motivator is recognition. If the event

AlexanderMagic.com | Introduction 1

25 Event Planning Blunders And How To Avoid Them

(Ignore at your own risk!)

Copyright @2013 by Alexander Great. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means without written permission from the author.


TABLE OF CONTENTS

Introduction ......................................................................................................................... 3

BLUNDER #1: Not Starting Early Enough ............................................................................. 5

BLUNDER #2: Not Identifying The Dates ............................................................................. 5

BLUNDER #3: Inability To Confirm Dates ............................................................................ 6

BLUNDER #4: Unclear Deadlines ......................................................................................... 6

BLUNDER #5: NO EVENT PLAN ............................................................................................ 7

BLUNDER #6: Putting The Wrong Person In Charge ........................................................... 8

BLUNDER #7: Inexperienced Event Planners ...................................................................... 9

BLUNDER #8: Not Getting Help ......................................................................................... 10

BLUNDER #9: Not Allocating The Right Resources And Skills ........................................... 11

BLUNDER #10: SENDING OUT INVITATIONS LATE ............................................................. 11

BLUNDER #11: Not Sticking To A Budget .......................................................................... 12

BLUNDER #12: “If You Build it, They Will Come” Thinking ................................................ 13

BLUNDER #13: Thinking Everything Will Go As Planned ................................................... 14

BLUNDER #14: Failure To Document The Plan .................................................................. 15

BLUNDER #15: Failure To Double-Check ........................................................................... 15

BLUNDER #16: Not Inspecting The Venue ......................................................................... 16

BLUNDER #17: Inadequate Promotion .............................................................................. 17

BLUNDER #18: Not Securing Contracts With Vendors ...................................................... 18

BLUNDER #19: Planning a “Crazy” Menu .......................................................................... 19

BLUNDER #20: Decorating At The Last Minute ................................................................ 20

BLUNDER #21: Shopping Without A Plan .......................................................................... 21

BLUNDER #22: Failure To Follow Up ................................................................................. 21

BLUNDER #23: Not Having Fun .......................................................................................... 22

BLUNDER #24: Booking Too Many Speakers/Entertainers ............................................... 22

BLUNDER #25: Mediocre Entertainment .......................................................................... 23

About The Author . . . . ..................................................................................................... 28

Event Planning Work Sheet ............................................................................................... 30


INTRODUCTION

The time is rapidly approaching. Can you feel it? That Corporate Event, Award Dinner, sales kick off, or party is coming, and you haven’t even started planning it yet. What kind of entertainment will there be? After all, you don’t want everyone to wind up just sitting there sampling the onion dip. The event is just around the corner and you’re in charge of it. You know that your decision will make the difference between an enjoyable gathering and one that leaves people staring at their watches the whole time. So what will you do?

Heaven knows work is keeping you very busy and you’re preoccupied with the pressing matters of managing a business. You’ve got paperwork to handle, phone calls to make, and meetings to attend, to say nothing of your responsibilities at home. Your free time is quickly vanishing like sand through an hourglass. Tired? Of course you are! Who has the time or energy to even think about planning the company party? It’s all coming down on you, leaving you feeling so frustrated you lean against a closed office door and silently scream. Does this sound like your life?

You made the decision to do this. You’re the one responsible. And what a big responsibility it is! Event planning is harder than it looks, there are so many elements involved in it. To name a few: sponsor coordination, journal organization, seating, name tags, food, decorations, speakers, entertainment, and, of course, the look and feel of the event. So why would any sane person take on such a huge responsibility?

One possible motivator is recognition. If the event is a hit, the person or committee in charge gets credit and kudos. A more pragmatic reason might be the desire to save money on your event by doing all the planning yourself. Or maybe the decision wasn’t even yours. You might have been “assigned” to plan this event and simply have no choice in the matter.

Regardless, events can easily go awry for a number of reasons. Cost overruns, poor scheduling, guest dissatisfaction, and a variety of other factors related to planning, communication, and resource allocation can rear their ugly heads at any moment. Many of these factors might seem beyond your control, but this guide was written to help you


avoid common event planning disasters. I am not trying to bum you out by telling you all of the problems that can occur. Rather, I want to give you power by providing solutions. If you work through this guide step-by-step, planning your event will be as fun as it is easy.

When events run smoothly, people think it was a breeze to coordinate. But pull back the curtain of any successful event and you’ll see someone in charge, behind the scenes, handling the snafus. These issues can range from not enough seating and unhappy guests to an entertainer running late or, worse yet, not even showing up. If you’re reading this, that someone in charge is probably you. I hope you aren’t feeling too much pressure!

If you are, don’t worry; I have compiled here the most important tips and techniques that I’ve gathered over the past twenty-five years of entertaining at private and corporate events. This information will help you in your quest for the perfect event. With this knowledge you can go out there, fully confident of what you’re doing, and plan an outstanding event.

So let’s get started! It’s been said that there is a lot to gain from learning what not to do. With that in mind, here are the most common event blunders and how to avoid them.

AlexanderMagic.com | /BLUNDER #1: Not Starting Early Enough 5

BLUNDER #1: NOT STARTING EARLY ENOUGH

Yes, procrastination heads the list. When you’re planning something as significant as a corporate event, the time to begin

planning it was yesterday! Successful planning for events of this scope begins about a year in advance. If it’s a one-

time event the planning process might begin as early as three years in advance. And no, I’m not kidding!

Solution: This one is simple: Don’t wait! Start planning right now, wherever you’re standing and

with whatever resources you have at your disposal. You’ll find a lot of blunders are self-correcting and can be

avoided just by thinking “out loud” and jotting your thoughts down. Feel free to use the form at the end of this guide, that’s what it’s there for.

BLUNDER #2: NOT IDENTIFYING THE DATES

Now that you’ve started, the first step in the planning process is to identify the dates. An event by definition is a “happening” at a specific date and time. After you tell people what that event is, their first question is going to be, “Okay, when?” They want to check and see if they can make it. When it is will affect who can attend and the availability of the Vendors you’ll have to procure for the event. Make sure your committee agrees on these dates.

Solution: Get really clear on the dates. If your committee is unsure about the dates, call a meeting or make some calls and figure out a ballpark range. Then see if you can narrow it down to the best two or three possibilities. It’s a start, and something is better than nothing because you’ll at least have a starting point.

AlexanderMagic.com | /BLUNDER #3: Inability To Confirm Dates 6

BLUNDER #3: INABILITY TO CONFIRM DATES

The next roadblock that can hinder you is disagreements about the date of the event. Several things, such as non-

negotiable commitments that the company has; a sales meeting, quarterly reports, or personnel being away for the weekend, can cause this.

Solution: Confirm as much as possible and stay proactive about it. If there are conflicts identify the

most obtrusive ones and troubleshoot how to overcome them. Set a goal to hone in on the dates by a set time (e.g.

same time next week). At that point, check and see if you are closer. Do what you can while always moving forward and narrow down as much as you can.

BLUNDER #4: UNCLEAR DEADLINES

Now, let’s assume that you’ve established a definite date. Good. You’re now one step closer to a great event, and have a focal point on which you can direct all of your efforts. You want that day to shine like the sun. The date is in reality a deadline, made up of several “mini-deadlines,” leading up to the final deadline. Without clear “mini-deadlines”, you run the risk of missing the big one.

Solution: Grab a pen and paper and write out as many of these “mini-deadlines” as you can think of. Have you retained the services of a good caterer? Does your DJ have a cancellation charge in his contract? Do some Vendors offer discounts for early booking? What credentials do you need to provide to secure the venue and when? Have you checked the weather forecast for the date? (Keep in mind that even if your event is indoors, weather will affect people arriving on time). Figure out what needs to be done and exactly when it needs to be done. Leave no stone unturned.

AlexanderMagic.com | BLUNDER #5: NO EVENT PLAN 7

BLUNDER #5: NO EVENT PLAN

This might sound obvious, but it is a far more common blunder than most people think. Whether planning a company grand opening, picnic, non-profit conference or Grandma's 80th birthday party, successful events don't just happen. They are planned. Although planning a special event may look easy, it isn’t. If you want a party, meeting or conference to flow, it’s going to take very careful planning.

Winging it increases the risk of tasks falling through the cracks, last minute issues popping up, going over budget, and missing the event’s primary objective.

Solution: Set clear objectives for the event from the beginning. Grab a pen and paper and plan out the event step-by-step. The more detailed, the better. Think of it as a ‘blueprint for your party.’ No building can be successful without a blueprint and no party will be successful without a plan. Ask yourself what the objective of the event is. Is it to pump up the sales force? Is it to solidify customer relationships? Is it to nurture distributor relationships? Or is it to thank employees for a job well done? Once you’ve established the event’s objective, things will begin to unfold. You’ll know where to get the decorations, the type of food, drinks, and entertainment to be provided, and time of day for the event.

A well-defined plan can help conquer every task efficiently. The key is identifying specific details like the location, date, time, event type, and guests invited. The more details you have before contracting Vendors, the better. Good vendors (DJ’s, Caterers, Florists) will want as much information from you as possible. The more they know, the better they can customize their service. They can function as the cog in the wheel that they’re supposed to be. Personally, I look for ways to customize each of my performances for my specific audiences. The more you tell me about your group, who is in the audience, and what the event’s purpose is, the more I can tailor my program to fit your needs. Figuring these things out before seeking Vendors will allow you to judge how “on the ball” they are. Don’t forget to make sure your committee and coworkers agree upon your event plan as well.

AlexanderMagic.com | BLUNDER #6: Putting The Wrong Person In Charge 8

BLUNDER #6: PUTTING THE WRONG PERSON IN CHARGE

Everyone is busy. Asking your secretary to take on the added responsibility of planning a major conference means she will need to set aside her other duties. She’ll have to choose between spending time on the party and spending time on her regular work. She may need to be out of the office for meetings. That can then lead to her working overtime to accomplish what should have been done during regular work hours. What about you? Are you equipped to handle the arduous task of putting this event together? If your answer is, “yes”, then by all means go for it.

But remember that you’ll have to set aside a lot of time for this. Have several discussions with your speaker, caterer, and entertainer well in advance. Answer any questions they or you may have. Well before the event itself, it should be clear what time vendors will arrive, when and where they’ll set up, and what time parameters their presentation will fit into. Be sure you’re carrying a cell phone and that your team and vendors have your number so that they can contact you if there are any last minute issues. This is often too much responsibility for many people, which can easily turn the event into a disaster.

Solution: If you’re not up to planning the event, there’s no shame in it. It’s extremely hard work! And if you can’t think of anyone else to do it, never fear. Hire an Event Planner instead. A professional Event Planner will have done this kind of thing many times before, and will have a set of proven strategies that will take most, if not all, of the stress away. The size of the event will often determine whether you need a professional to pull everything together for you. If your event is complicated and will take days or

AlexanderMagic.com | /BLUNDER #7: Inexperienced Event Planners 9

weeks (not hours) to plan, you can best utilize everyone's time by hiring one of these folks. They can quickly create and manage your event while freeing your staff to do what they do best (what you pay them to do). I have relationships with many Event Planners and can suggest some names if you’d like. Call (818) 679-8865 for more information.

BLUNDER #7: INEXPERIENCED EVENT PLANNERS

Anyone can say they are an Event Planner. It’s been said, “event planning is the easiest job in

the world to do… badly”. It’s one of the few jobs where one can claim to be a

professional, have business cards printed, and begin planning events

the next day! Sometimes this happens when a person gets a

small taste of success. Often they’ve just planned a small

company event and it seemed to go without a snag. “Wow,”

they think. “This is so easy”. Granted, some events are so small that they are better left in-house. But large successful events have so many unseen details attached to them; they require an experienced person at the helm to put it all together. Wouldn’t it be a shame to have the budget, the dates, and the agenda all set, only to have it fall apart at the seams because the person in charge doesn’t know what they’re doing? Unfortunately, that scenario is very common.

Solution: Don’t hire just any Event Planner. If you decide you need one, get an experienced one who knows what they’re doing, not someone who just started yesterday. Can they offer references that you can personally verify? Scour their website. It should explain all that you need to know and make you feel at ease. Make sure you’re hiring someone who is certified by The International Institute Of Event Management and that you can feel their warmth and people skills when you meet them. Make sure

AlexanderMagic.com | BLUNDER #8: Not Getting Help 10

they have the ‘finesse’ required to understand and manage your event needs. Good Event Planners have the right combination of ‘soft skills’ to plan meetings, handle risk management, and deal with a variety of different emergencies.

BLUNDER #8: NOT GETTING HELP

Trying to take on everything yourself can be stressful. What’s worse, it can prove overwhelming and lead to severe shortcomings in the event.

Solution: Don’t be afraid to ask for help. Make a list of the most qualified people to help you with the more arduous tasks. Start within your company, but don’t be afraid to include husbands, daughters, friends, and other people outside the company circle. You can also affordably outsource many small computer jobs through websites like http://fiverr.com and http://elance.com

AlexanderMagic.com | BLUNDER #9: Not Allocating The Right Resources And Skills

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BLUNDER #9: NOT ALLOCATING THE RIGHT RESOURCES AND SKILLS

Regardless of whether you hire a professional Event Planner, proper event staffing is critical. Not having the right people managing an event can be a recipe

for disaster. The key to a successful event is getting the right people with the right skills all working

together. All the planning in the world won't make up for a management team with insufficient talent.

Solution: Let Event Managers know the skills and workloads available to them. This includes Vendors, Contractors, and Outsourcers, who often get left out of Skills Assessments despite doing a huge proportion of work. A thorough assessment of all resources at the outset of the planning process can provide this information. Once Event Planners know everyone's capabilities and who's doing what, it becomes far easier to figure out how to allocate those resources.

BLUNDER #10: SENDING OUT INVITATIONS LATE

If there are going to be invitations, sending them out too late is a surefire way to mess up your event. How will the invitations be sent: by email or post? How will people RSVP? These details are important to consider when figuring out when to send your invitations.

Solution: Send the invitations out well in advance. A good rule of thumb is 2 months ahead of time, unless it’s a really small gathering. If it’s a large gathering with 2,000 people or more, a dedicated website may be a good idea. You can easily have someone set up a Wordpress site for you at an affordable price. This allows you to put the site up a year in advance and simply update it as the details develop.

AlexanderMagic.com | BLUNDER #11: Not Sticking To A Budget 12

BLUNDER #11: NOT STICKING TO A BUDGET

It’s easy to overspend and many people overestimate their funds and

underestimate the costs of what they want for their event. This can lead to unpleasant surprises toward the end as it becomes apparent that the event planned is not affordable.

Solution: Unless you or your business has unlimited

resources, you’ll need a budget. Start by deciding what items are most important to you – be it a nice venue, good food,

or outstanding decor - then plan accordingly. Don't be tempted to spend

more than your budget allows - the consequences aren’t pretty. Instead, plan

to go under budget and you’ll usually come out even.

AlexanderMagic.com | BLUNDER #12: “If You Build it, They Will Come” Thinking

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BLUNDER #12: “IF YOU BUILD IT, THEY WILL COME” THINKING

Sometimes people create a fabulous event, the kind that has people talking long after it’s over—but nobody shows up. This is usually the result of the mistaken belief that once you’ve arranged a good event, attendance is something that just sort of happens. In reality, if people don’t know about it, they will not come! Unfortunately, this is a lesson that many people learn the hard way.

Solution: Marketing is a vital component of any event. If your event is small your task will be simpler, invitations should take care of most of the work. But for big events your marketing goes beyond this. Besides invitations, it’s important to send press releases to Bloggers, Calendar Editors of Local Newspapers, and Online Journalists. Further, Tweet about the event once a day for several weeks prior to it. See if you can get a local radio station to sponsor the event and have public service announcements run daily during the two weeks leading up to the event. Remember this: if you build it and they don’t know about it, they won’t come!

AlexanderMagic.com | BLUNDER #13: Thinking Everything Will Go As Planned 14

BLUNDER #13: THINKING EVERYTHING WILL GO AS PLANNED

Murphy’s Law was created for events! If something can go wrong, it probably will go wrong. Things happen;

Vendors may be delayed in traffic or their car might break down. A sudden storm may force your

outdoor picnic inside. The Father of the Bride might break his leg. A Speaker or Entertainer

for your event might get stuck at the airport due to bad

weather. You never see it coming, but the unexpected can send the event into a tailspin that not even those managing it can fix.

Solution: Don't risk having a mediocre event when you could have a spectacular one by planning purposefully. You can avoid this with awareness and advanced planning, such as having a backup location in case of bad weather or being aware of road construction in the area. Your special event can be memorable for all the right reasons if you approach

the planning with the right people in charge, a comprehensive budget, and clear communication among all participants.

Perform an Event Risk Assessment as an early part of the event planning process. Set aside time with your event team to brainstorm what could derail the event, then figure out ways you can mitigate those risks. This exercise doesn't take a long time, and it's enormously helpful in understanding the weak links before planning even gets underway. Should the unexpected arise, don't panic. Your advanced planning will have given you the power to work around it.

AlexanderMagic.com | BLUNDER #14: Failure To Document The Plan 15

BLUNDER #14: FAILURE TO DOCUMENT THE PLAN

All plans change, some in minor ways, others in major ways. As with most real-life scenarios, many events

will undergo changes before the big day. Many times, people forget to document changes

in writing and those who need to know are left in the dark. Failure to keep track of the smallest change

can mean an out of control budget, or an impossible timeline.

Solution: If you have a Planning Committee, everyone needs to be on

the same page. If someone is in charge of set-up and someone else is in charge

of Vendor oversight, make sure both know what they’re doing and have coordinated plans. Document, document, document! When changes are thrown at you, use a “Proposed Changes” form, similar to the form at the end of this book. It will list the changes who wants it and why. This is a simple but extremely effective way to keep changes documented, communicated, and under control. The individual requesting the change needs to explain the specific changes; and the Event Manager needs to determine how these changes will impact the budget and timeline and to communicate it to the rest of the Event Committee.

BLUNDER #15: FAILURE TO DOUBLE-CHECK

The Attendance List is important. People get offended when their name or company name is spelled wrong. They also have no tolerance for being placed at a table that doesn’t have enough seats. Once I was at an event and was given a table card. When I went to the table, the name on the table was spelled differently than the place card. I wondered if it was a typo or if there was another table. I asked the host and she told me it was a typo. When I went to sit down, someone told me he was sitting there. I quickly

AlexanderMagic.com | BLUNDER #16: Not Inspecting The Venue 16

realized there weren’t enough seats at the table, and I was upset. Misspelled names and inadequate seating can ruin what would have been a great event.

Solution: To ensure your guests walk away from the event with a smile instead of a frown, keep track of pertinent information. Make sure to check, double check, and triple check the seating arrangements, the spelling of guest and company names, the number of people at each table, and other relevant details.

BLUNDER #16: NOT INSPECTING THE VENUE

The late W. Clement Stone once said, “Don’t expect what you don’t inspect.” Things often look very different in

real life than they do on paper. So, you’re in touch with the Vendors? That’s great. But if you haven’t

seen the venue for your event, you could be in for a nasty surprise the day of. By that point it will be too late to do anything about it besides

watch your event go by the wayside.

Solution: Thoroughly check things out. Some good questions to ask are: “Is there enough space to accommodate the number of guests and activities planned?” “Does the venue include chairs”? “How does it smell?” (I’m serious, there’s nothing like an unpleasant aroma to ruin an event!) “Is there a smoking area outside?” A good exercise to do while inspecting the venue is to close your eyes and imagine your event there. Can you see it? Does everything work? This is all part

of the planning process. Don’t just inspect the venue. Inspect everything you can, from the marketing and the food

to the demo video of the Speaker.

AlexanderMagic.com | BLUNDER #17: Inadequate Promotion 17

BLUNDER #17: INADEQUATE PROMOTION

Many people have big events but fail to inform anyone outside of their office or social circle. They don’t use invitations or

flyers, let alone a landing page with links or social media. Many say, “I don’t have the resources to support social

media”, not realizing this is the one area of the party that will actually cost very little and is often free. The only cost to you is an

investment of time. However, many people don’t include adequate promotion in their event plans, leading to lackluster attendance.

Solution: Consider using a social media site like Twitter to reinvent yourself while earning the respect of your attendees. It’s more personalized and engaging than direct mail. It’s often a good idea to build excitement in the weeks leading up to your event. Having appropriate signage – such as a large poster on an easel, a photograph with

a bio, or even a promotional video playing on a television for people to see as they arrive – are excellent ways to build a buzz. Your guests should be looking

forward to the exciting program you have planned.

It’s not necessary to be on every social media site in existence, but events with a small, consistent online presence are usually the ones that garner maximum attendance. A frequently updated and engaging Twitter account can work. A vibrant, exclusive LinkedIn Group is great for the scope of most events. Alternatively, you may find that Facebook Page with special offers works wonders for generating event “buzz”.

When deciding which social networks to use, a good starting point is to sign up to Postrank Analytics and check the demographics data of your attendees. Quality beats quantity hands down when it comes to social media.

AlexanderMagic.com | BLUNDER #18: Not Securing Contracts With Vendors 18

BLUNDER #18: NOT SECURING CONTRACTS WITH VENDORS

If you don’t have a contract, you have no insurance that the vendor will show up and deliver the goods. Just one vendor failing to perform the agreed function at the specified time can throw the whole event into a downward spiral.

Solution: Once all the details have been decided on, you should expect to receive a Performance Agreement/Contract from your Vendor. This is a normal operating procedure for any professional and I would hesitate to work with anyone who doesn’t provide one.

In addition to providing legal recourse for you in the event that the agreed upon tasks are not performed as indicated, all parties involved will take their duties much more seriously if they have a written agreement.

The Performance Agreement/Contract basically spells out all the details that have been agreed upon when the event was discussed. You should take the time to review all the details and familiarize yourself with your Vendor’s Cancellation Policy. Within one week of the event, usually a couple of days before, your Vendor should call or e-mail you to confirm that he or she will be there. It is just a courtesy to contact you to be sure that the directions and details are correct. Vendors can get phone numbers or e-mail addresses wrong, so feel free to contact them first if you do not hear from them.

AlexanderMagic.com | BLUNDER #19: Planning a “Crazy” Menu 19

BLUNDER #19: PLANNING A “CRAZY” MENU

Do you know what the easiest thing to screw up at an event is? THE FOOD! This is because food is so

temperamental. It has to be served exactly right. If you doubt this just watch any episode

of Hell’s Kitchen. Let’s face it: food is tough! Even for a great Cook the challenges of serving hot food to a large group can be overwhelming. You can cook. Everyone you cook for confirms your food is fantastic, and you might even save a little money by doing it yourself. You might figure that you're ready to cater the event and utilize your best dishes for the task. In all but a few cases, this ends up being a huge mistake.

Large menus lack focus. When you try and offer EVERYTHING to your guests, they become confused. What’s worse, they’ll take more time

choosing their food than enjoying the event.

Solution: The food is best left to the services of a Professional Caterer. Catering isn't about cooking or having good food. These things are important, but people eat with their eyes and noses first. Whether it's served buffet style or by the plate, a catered meal should be visually colorful and fragrant. The presentation of food should make guests want to eat it. This means linens and decorations that all complement the theme of the event. All this must add to the event without taking the focus from it. A crazy menu can dilute the focus of the event and cause shortages and complaints among guests. As the day of the event draws near, you may get pressure from people to have certain items on the menu. You'll get requests. You'll get complaints. By delegating that responsibility to a good Caterer, you’re free to concentrate on other matters and they’ll take all the responsibility. When you try to be all things to all people, you end up being very little to very many. Keep the menu focused.

AlexanderMagic.com | BLUNDER #20: Decorating At The Last Minute 20

BLUNDER #20: DECORATING AT THE LAST MINUTE

If you do a Google search of the above phrase, it’ll lead you to believe that it CAN be done; that “it’s never too late to start decorating”. This may be true for Christmas or Halloween, but not for private events. Last minute decorating, despite what the web tells you, costs you time, money and causes unnecessary stress.

Solution: First decide if decorations are even necessary. If, for example, your event is education focused and features a workshop that people participate in, the theme “Décor” can be distracting and/or tacky. If you decide decorations will be appropriate start planning them the same time you plan everything else: at the start! Keep in mind that is an area that an Event Planner usually takes care of.

Unless it’s a really small event, why tackle all the decorating by yourself? It’s one thing to know specifically how you want the event decorated and quite another to decorate it yourself. Besides, your Event Planner probably has an impressive Contact List and can get decorations at a better price than you can. But if you insist on decorating yourself these two websites, which offer great decorations at affordable prices, will preserve your sanity: http://www.eventdecordirect.com and http://www.stumpsparty.com

AlexanderMagic.com | BLUNDER #21: Shopping Without A Plan 21

BLUNDER #21: SHOPPING WITHOUT A PLAN

For small events there are a surprising number of things that need to be attained for the event. Often the person in charge of gathering them is you. When you go to gather them without a plan, you

can find yourself going over budget and buying things that really aren’t needed.

Solution: Plan everything. Allocate enough time to get the things needed. Be clear on the budget. Make

sure that what you’re buying fits the theme of the event. Don’t buy Mexican Fiesta tablecloths for a

wedding! Try to limit your shopping to as few stores as possible, ideally finding everything in one place.

.

BLUNDER #22: FAILURE TO FOLLOW UP

Many people think that once the event is over, that’s it. This is one of the biggest misconceptions about Event Planning. In reality, the event is just the start to building relationships. By not fostering these relationships you can miss out on potential sponsors or clients.

Solution: Make sure to call everyone when the event is over and thank him/her for coming. Then look through your list of attendees and see who you should get together with after the event to further your relationship with them. It takes months of preparation and planning to organize an event. Don’t throw all of that work away by forgetting to follow-up afterwards, because that’s the key to building lasting relationships.

AlexanderMagic.com | BLUNDER #23: Not Having Fun 22

BLUNDER #23: NOT HAVING FUN

Many people get so caught up in the stress of planning the event that the entire thing turns into a chaotic mess. They become so

bogged down with the tasks of putting it together that they forget the reason for the event in the first place. Naturally, this has a

very negative effect on the event itself.

Solution: Just a reminder...We’re planning a party, not a funeral! Don’t get so upset that you lose sight of the very purpose of the event: fun! As one writer put it, “Don’t get

mired in the thick of thin things.” If an event isn’t fun, something’s wrong. So relax. Take care of what you can while enjoying the process. Let the Event Planner take on what you can’t.

That’s exactly what you hired him/her for.

BLUNDER #24: BOOKING TOO MANY SPEAKERS/ENTERTAINERS

There are so many events that I go to where it feels like there are more Speakers

than guests! People don’t want to sit and listen to five or more speakers. If you

overload your event like this, you’re bound to leave your guests bored at best and irritated at worst.

Solution: The shorter the program is, the better. When people attend events, they

generally go to network and build their database. They aren’t going to want to hear

long-winded speeches. Keep your program engaging but short and quick. Make sure your Speakers and Entertainers know how

much time they have to work with, and see that they adhere to it.

AlexanderMagic.com | BLUNDER #25: Mediocre Entertainment 23

BLUNDER #25: MEDIOCRE ENTERTAINMENT

And that brings us to ENTERTAINMENT. Yes, I saved this one for last because it’s the biggest. Mediocre entertainment is worse than bad entertainment. At least with bad entertainment guests will have something to talk about. Seriously: you want stellar entertainment. The truth about most events is that a year from now most people won’t remember the decorations, the food, or the venue. All of this will disappear like a phantom shortly after the event. The entertainment, however, will make or break the event.

Bore your guests with a monotone Speaker or make them sit through a bad Comedian and the potential of a successful event is lost. Instead, it becomes a long, drawn-out, ordeal.

Solution: An excellent Entertainer or speaker who can engage your guests, make them laugh, and create a fun atmosphere will be remembered for years to come. So hire a great Entertainer! Such a person will ask questions to get an idea of what you are planning so they can adjust their performance to best fit your event. There is a huge difference between seeing a generic show and seeing a show that has been specifically tailored to your event. The more details you provide an entertainer with, the easier it is for him or her to create long-lasting memories. Here are seven simple steps to ensure great entertainment at your event . . .

a) Decide Type Of Program: The type of event you are planning will also dictate what type of program to consider. If you are planning a sales meeting, you will obviously be looking for a different type of program than if you are planning your child’s birthday party. You must consider who your guests are and what they will find entertaining. Who will be attending, and what Entertainer fits that event?

Keep this in mind: your Entertainer is representing you and your company at the party. Therefore, you have an excellent opportunity to show off without lifting a finger! The person you choose should be professional and have experience that gives you confidence in them. You will know an Entertainer or Speaker’s level of experience by their Resume, Testimonials, References, and Letters of Recommendation. As you interview Entertainers, consider what their past clients have said about them. Look for


comments like, “He/she delivered far beyond what we expected” or “It was one of the best shows ever”.

As you consider the details of your program, listen to the Entertainer’s suggestions. Entertainment professionals who have worked with numerous groups should be able to offer good suggestions about what works well and what doesn’t.

b) Choose The Right Program: So, you are looking for an entertainment program and need to find the right fit. Where does one find a reputable Speaker or Entertainer?

In today’s world, the Internet is a powerful tool to help you find almost everything you are looking for. All savvy, business-minded, professional Entertainers and Speakers have websites. A well designed website allows an Entertainer to list their specialties, describe exactly what they do and how they do it, as well as post Video Clips, Photos, or Letters of Recommendation. A good Website is the ultimate brochure for Entertainers to show potential clients who they are.

You should be able to see enough from an Entertainer’s Website to get a really good idea of whether he or she will be able to fulfill your needs. The best Entertainers specialize in specific areas such as Children’s Entertainment, Family Events, Corporate Entertainment and Speaking, etc. Their Websites should be clear regarding their personal expertise, the types of program they offer and who they are appropriate for. Be sure to evaluate whether or not the Entertainer you are considering specializes in entertaining groups like yours.

Keep focusing on the event you are planning. Make sure your Entertainer has Testimonials on their Website from people who have planned events similar to yours. When a client takes the time to express how well a program was received, it speaks volumes about the caliber of the Entertainer.

As a side note, there are some good Amateur or Part-time Entertainers and Speakers who don’t maintain a Website. The problem is, selecting someone without a Website is a total shot in the dark. There’s no way to know if you are going to get top-notch entertainment or if you’re going to make a huge mistake.

c) Make Contact: There are several ways to make contact with your prospective Entertainer or Speaker. The easiest way is just picking up the phone and calling. This is


an excellent way to get to know them. By actually speaking with them, you can learn things that you may not be able to tell through other contact methods. A conversation allows you to hear the person’s voice, including their inflection and level of friendliness, and it

allows you to get an impression about how appropriate this person is for your event. A phone conversation also allows your prospective Entertainer to ask you specific questions so that they can provide quotes, check availability, and be sure that they are the right fit for your event.

Another option is to send an E-mail. If you choose to make your first contact through E-mail, try to give as many details about the event as possible. Include your Phone number and a window of time when you will be available to talk so that the Entertainer can call you and ask additional questions he or she may have.

An additional way to make contact with your prospective Entertainer is to fill out a Web form on his or her Website. A Web-form will have specific fields such as Name, Phone number, your Address, type of function, venue Address, approximate number of guests expected, etc. The Web-form is often preferred over E-mail contact because it’s designed to provide the Entertainer with specific information needed in order discuss fees and availability.

No matter which method you choose to contact your Entertainer, it shouldn’t be difficult to do so. They should be easily accessible and respond within twenty-four hours to your Phone call, E-mail, or Web-form submission.

So, what should you ask? You will want to know what time your Entertainer will arrive and how much space he or she is going to need. Be sure to consider whether Sound equipment and/or Staging will be needed. If there is something special about your guests that is important for a Performer to know – anything from high achievements to physical impairments – be sure to mention this as well.

The best Speakers and Entertainers will find ways to customize their presentations to your group. Because every event is unique, the more information you share with your Entertainer, the more they can utilize that information in the planning and implementation of your program.


d) Consider Prices: Whether you are planning a private Christmas Party for a few guests or a huge Banquet Dinner, everyone is on some kind of budget. The general rule of thumb is this: Do not go with the lowest price. Going with the lowest price is likely a precursor to disappointment. In the Entertainment Industry, remember the old adage: “You get what you pay for.” Ultimately, you will find that the most important thing

regarding your entertainment won’t be the price tag. When searching for the best program for your event, what really matters is that it fits. Don’t think of it in terms of dollars and cents as much as you think of it in terms the best program for your guests. Above all, you have to feel comfortable knowing that the person you have chosen to entertain your guests is a reflection of you and your company. Ultimately, your goal should be to have each and every one of your guests come up to you after the event and tell you how much they loved it.

Usually, a deposit will be required. The deposit is basically a protective Monetary Agreement that demonstrates you are indeed serious about hiring a particular Entertainer or Speaker for your event. Once the date has been booked, the Entertainer or Speaker cannot offer his or her services to another client for the same date and time. The deposit guarantees that you will not cancel at the last minute, which would cost the entertainer both, your event and other potential events he or she didn’t book out of deference to you.

Of course, not all Entertainers take deposits. It often depends on the norm that Entertainers and Agents set in certain areas. Truthfully, I don’t think deposits necessarily indicate one way or another just how professional the Entertainer is. I know average Entertainers who always take deposits, and I also know top-notch ones who never do.

e) Last Minute Details: You’ve done your research and selected the best program for your event. At this point, there should be nothing for you to worry about. One of the last things you may be asked to do is to have somebody introduce the Entertainer/Speaker. If that is the case, the Entertainer/Speaker should have a note card with a brief introduction for you to read. While you might want to review the information briefly beforehand, this shouldn’t be hard.

Some Entertainers will ask you prior to the show if there are any particular guests you might suggest who would be good for them to interact with. They are looking for people


who will be comfortable if called upon, in front of your other guests. Have several men and women in mind with a good sense of humor and who might enjoy being part of the Audience Participation part of the show.

You may also ask your Entertainer about any good Photo Opportunities they might suggest. Some programs have funny moments or special visual moments built in that

lend themselves being photographed. Knowing when to pause just long enough to get a good shot is another way to maximize the fun and success of your entertainment. At this point, your work is over and you should kick back, relax, and enjoy!

f) Payment: Some entertainers and speakers request that you pay up-front before the performance commences. Others are comfortable accepting payment at the end. In my experience, however, it is best to take care of the fee beforehand. Some people and corporations even choose to pay in full before the actual show date. I’ve seen the following scenario too many times: There is a great Event Performance after which the guests all want to meet the Entertainer and congratulate the Event Planner…but the two are seen sitting at a table with their backs to the guests, discussing, writing, and signing the check. It leaves a bad taste because it makes the guests feel that this great show they just witnessed is just a line item on an Expense Sheet. When it comes to payment, refer to the Entertainer’s Contract. But if he or she doesn’t specify a preference, do whatever is most comfortable for you.

g) Follow-Up: After a program, most Entertainers and Speakers make a point of touching base with the person who booked the event in order to thank them. Also, don’t be surprised if you hear from them again several days after the program to thank you once more and get feedback. Take this opportunity to share your thoughts. You may also wish to discuss other possible entertainment or speaking opportunities you have in the future.

The best way to show your appreciation for an excellent program is to pass the Entertainer’s name and contact information along to friends and fellow business associates. Offering to write a Letter of Recommendation about your experience with an Entertainer is also a huge compliment. Letters of Recommendation are very powerful tools that Entertainers and Speakers rely on for booking other events.

AlexanderMagic.com | About The Author . . . . 28

So there you have it! By avoiding these 25 most common mistakes, you will be well on your way to creating and delivering the perfect event.

ABOUT THE AUTHOR . . . .

Whether creating magic for a corporate event, sales meeting, trade show, product launch, or hospitality suite, Alexander makes the ordinary extraordinary. His magic can draw attention to a sales message like paper clips to a super-charged magnet! Employees are drawn to magic…when they see it they love it! The result is maximum entertainment for your event!

A graduate of U.S.C.’s School Of Business, Alexander’s interest in magic began at age thirteen when a childhood friend taught him a trick. From thereon he continued to practice and began competing in magic conventions, eventually winning 1st Place for stage magic at The Pacific Coast Association of Magicians convention in 1986. The very next year he returned with an even more

elaborate act that garnered him first place once again. Soon after, he pursued a degree in marketing, presented illusions for Six Flags Magic Mountain, and later toured Australia as an apprentice to illusionist Chuck Jones, where he learned the trade secrets of illusionary magic.

Upon his return to the states, he performed at Hollywood’s famed Magic Castle and was presented the highly respected Achievement Award. Soon after, The International Magic Awards featured his act and presented him with a trophy for Best Junior Magician. This nationally televised FOX special was the first of its kind and allowed Alexander to later guest star on FOX’s ‘V.R. Troupers’ series.

He developed even more breathtaking illusions and took them abroad. His show was presented in Japan Misugi and Uoku resorts, each for six-month contracts, and was a featured attraction at the Park Place Mall in Oita. He also appeared on NHK, Japan’s premier television network, and soon toured cities like Stockholm, Rio de Janeiro, Kuala

AlexanderMagic.com | About The Author . . . . 29

Lumpur, Keelung Taiwan, and Shenzen China. By 1996, he was performing close-up magic at Caesars Magical Empire in Las Vegas, an act that made him a Gold Medal

Finalist in 1997 at The International Brotherhood Of Magicians convention in Norfolk, Virginia. The following year he became a finalist –this time for stage magic- at the same convention in Los Angeles. In 2004, he headlined in his own show at The Horizon Hotel in Lake Tahoe for two years. Not satisfied with typical ’stand-up’ magic, Alexander’s ‘Experience The Illusion’ Show, complete with props, costumes and assistants; was snapped up by Princess Cruises as a feature on six of their Grand Class ships, which received rave ratings and standing ovations.

Currently residing in Las Vegas, the entertainment capital of the world, Alexander entertains at local corporate events performing his shows in Casino Showrooms like The Orleans. He is constantly pushing the creative envelope with magic that speaks directly to what his clients want. Alexander is making magic cool and hip for the 21st century.

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EVENT PLANNING WORK SHEET

Occasion:

Who: (Guest List)

What (Theme)

Where (Place)

When (Time and Date)

Food and Drink

Games & Activities

Favors

Order of Events

Documents

25 Event Planning Blunders And How To Avoid Them€¦ · event. So why would any sane person take on such a huge responsibility? One possible motivator is recognition. If the event