minutes to a meeting : 21 Tips for Meeting and Event Success

Warm sunshine, sandy beaches, golf galore are maybe some reasons for having a meeting, but when a company is planning and executing an event or meeting, the number one thing that should be on their minds is . . . Why are we getting together?
Even if you’ve matched your budget to the venue; without knowing the goal you intend to achieve at a program, you’ll have wasted your efforts, money, and the valuable time of your client or colleagues. Whether an incentive program, monthly meeting, board meeting, staff event, conference or trade show — in a world where corporate expenses are increasingly scrutinized — it all boils down to Return on Investment (ROI).

How do you maximize your ROI?
First, take a poll from prospective attendees prior to establishing the venue and program. Ask: What are your expectations? What do you want to see happen while you are there? Have subcommittees assist in creating a brief, but substantive, planning survey to disperse to that target audience. To maximize this stage of the process, review the crucial evaluations you requested at the close of your last program.

Address a short one-page document to the attendees that outlines the main points of the program, including an overall perspective and goals of the program. Even if the intent of the program is for socialization and comradery, make this clear.

A key element of ROI is making sure there is enough time for networking, and to allow your guests the opportunity to see the host city. Companies are finding that without an element of mixing and mingling, and opportunities to roam, attendees get frustrated and the success of the meeting could be jeopardized.

Know the value of your business BEFORE you meet with the hotel or facility — how many guests, how many total room nights, how many ballrooms, how many meals and if you have off-site entertainment plans.

ROI can’t always be measured immediately. But, a key toward this goal is to always record a history after each meeting, including an evaluation from the attendees. If there’s not enough time to do so at the event, today’s event planners are taking advantage of Palm Pilot and Blackberry technology to collect immediate feedback while guests are leaving the property or waiting for their flights. Develop a pattern of feedback and utilize your findings to your advantage.

Companies are no longer having meetings just to have them. They are piggy-backing on their existing programs to get more “bang for their buck” — saving money on airfare, hotels and food and beverage.

No matter the size of your company or guest list, when planning a function, you want to provide a cost-effective meeting with value-added information in your seminars and networking events. You also want attendees to walk away feeling that they are refreshed and recharged and have the tools they need to help them succeed in, and out, of their workplace.

Talk the talk, then walk the walk
Meeting and event professionals have their own language. If you do not have a professional meeting and event planner on staff to help you understand contract clauses and negotiation of pricing, and choose not to hire one, your knowledge of the terminology will reduce your risk of unexpected costs or, worse yet, an unsuccessful event. When a hotel or resort sends a contract out to be signed, they will appreciate your basic understanding of key terminology and you will likely have a more successful relationship with your hotel or meeting facility. Several websites for meeting and event planning assistance offer explanations of industry jargon.

Technology Trends:
Once you’ve established your goals and secured a location for your meeting, secure your success by turning your attention toward hot trends in meeting and event hosting:

Intelligent Badges: These extraordinary badges can indicate information about you in bulleted phrases. People can choose to speak with you, or not, based upon the criteria you input to your badge. It simplifies networking, and is increasingly appreciated by attendees. Badges are now being created that zone-in on attendees’ need to “sync” with one another; i.e.: You need 50,000 sq. ft. of office space in Miami, and an attendee has programmed his badge to indicate his Miami property availability. You can also use it to store other helpful information including mapping, golf scores and venue and program details. Look for this hot technology to be on the rise in the coming months ahead.

Wireless Technology (Wi-Fi): With the ongoing demand for quick retreival of critical information, most resorts and hotels are going mainstream to offer wi-fi on their properties. If they don’t have it, they probably will in the near future. Nearby coffeehouses are also offering this free service to their customers. You’ll make extra points if you list them in your registration packets.

Food Trends:
Large lunches and lavish dinners are giving way to the trend of small mini-meals throughout your program. Having small platters available throughout the day might be more beneficial to your event as frequent breaks keep guests interested and refreshed. And, stay away from high-carbohydrate break food. It can put your guests to sleep in minutes.

For golf outings, the hot dog and hamburger is still a staple. Here, the old standbys aren’t being taken over by “low-carb,” “South Beach” or other trendy diet crazes. Golfers still look forward to their steak dinners and hefty award banquets — even if salmon and chicken on the grill are slowly coming into play.

Off the course, low-carbohydrate menus are a big hit at meetings and events. Substituting mashed cauliflower for mashed potatoes is gaining in popularity. BUT, keep the bread out for those who still desire their starch with meals.

When selecting the popular martini or vodka and rum drinks for your event — mango, pomegranate, papaya and other exotic juices are quickly taking the place of cranberry and orange juice mixers.

The trend is for fresh exotic fruit to be served alone, as a dessert or paired with a small cake or ganache. Trendy meeting planners are also moving dessert and coffee stations outside at sunset to get out of the ballroom. “Family style” dessert platters, vs. individual desserts, is the haute couture of food fashion. This also keeps your costs down, while allowing guests to pick and choose the dessert they desire.

Another growing trend is to have coffee stations with customized coffees available, as well as liqueurs. This promotes guest networking after lunch or dinner — the number-one personal reason for attending any meeting.

To secure food venue success, ask for a taste test at the site where you are having your meeting. Most hotels are happy to provide this service.

Invitations:
More budget is going into sprucing up the invitation then ever before. This is the FIRST thing people see, and will generate interest whether they are planning to attend, or still may be persuaded to do so. Email, with glitzy graphics and a “pop-up” invitation are popular. If you use traditional mail, stay away from little confetti pieces. No executive appreciates them in their PC keyboard.

Help!
If you don’t have the time, are not at all accustomed to event planning, or do not have the resources to plan and execute a function, consider hiring an expert planner or consultant. Look for years of experience, credibility and the compatibility of programs executed.

Words to the Wise:
During holiday seasons, make sure your competition hasn’t already planned an event on your day. You should also ask your facility catering manager what companies are holding their events on the same days or nights. Or, you may lose your attendees to the ballroom next door! Be very careful to secure any confidential handouts...particularly during breaks. Your competitors may be more clever than you think.

Treat your hotel staff and contacts as you would people in your own workplace — with respect and courtesy. Remember, they are partnering with you to provide the best possible service to your guests. They can be a tremendous resource for mitigating the “faux pas” you might miss.

Know your budget and what you can and cannot do. And, be flexible. Optional dates can allow your hotel or facility to serve you better.

Roadside construction and other obstacles might prohibit your guests from getting to the location where your meeting is being held. Make sure to ask the property about this as well as inquiring about citywide events that may inconvenience your guests.

(Todd Schwartz is a certified meeting plannner (CMP) and president and founder of The Professional Planner Group; a full-service, meeting, event and conference management company. To learn more on how to "Unleash Your Meeting's Potential . . ." go to www.professionalplannergroup.com or write to Todd@ProfessionalPlannerGroup.com for more information.

Professional Planner Group LLC© 2005