How to Survive Planning a Corporate Event When It’s Not Your Day Job

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So tell me if this sounds familiar. Your boss just walked up to you and

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asked you to plan the next big corporate event. But that's not

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really what you do. You do something else entirely. You're not an events

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person. So where do you go from here? Well, let's get into

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it. Welcome to the Event Pro show. Your ultimate

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guide to the world of corporate events. Whether you're a corporate event planner,

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experiential marketing pro, producer, technician, or anyone involved

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in creating exceptional events, this podcast is your go to resource for

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valuable insights, expert tips and inspiring stories from the industry's

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leading professionals.

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Well, welcome to the Event Pro Show. I am your host, Seth Macchi . I'm

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the CEO of lemg. We're an event production company based

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in Charlotte, North Carolina. We travel all over the country producing

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primarily corporate events. And our

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main client type are meeting planners. Now through the

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years there's been this interesting phenomenon

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that happens that I see over and over again

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and it's how I began the show. It's we,

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we have someone reach out to us. They are internal

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in a company and they don't

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do events in their day to day job. They have some

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other responsibility and for whatever reason their boss

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asked them to plan a corporate event

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and they're just trying to figure out how to put the thing

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together. And to make matters

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worse, sometimes these are in companies

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where either they have a lot of turnover or they have

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a lot of upward promotions. So the next time that event happens,

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maybe it's two years later or a year later. Often the

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people that figured it out last time have moved on and they're

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no longer available. So it's this constant wheel of trying to

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figure out how to put on a corporate event. And

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that institutional knowledge just goes out the window whenever somebody leaves.

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And so you can see in our clients faces the

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frustration and they're overwhelmed because all

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of us are working jobs where companies are leaner.

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You're doing more with less. And then planning

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an event is actually a lot harder than what it sounds like

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on the outside. And so what do you do in that situation?

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What do you do when your

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boss has an idea? They're like, hey, why don't we get all the, instead of

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our sales team going around the region and meeting with all of our suppliers,

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why don't we do a virtual event and we'll bring all 100 of our

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suppliers online to a virtual event? Let's, let's

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just do that. That sounds easy. Or we want to do an all hands

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meeting at this beautiful venue

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and just Just go ahead and put that thing together because

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you know, you're in marketing and, and that's kind of a marketing

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thing and you should, you should figure that out. And, and that,

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that type of logic to me as, is as crazy

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as, you know, maybe your, your boss walking

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up to you and saying, hey, didn't you guys just build

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a custom home? Well, we're thinking about adding

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on to our, our headquarters downtown. And

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so why don't you just head up that project and just, just put together

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the project and get that thing built for us. Because you built a

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home that's, that's about as crazy as that. And planning an event

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is, is very difficult. It takes a lot of skill. And

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if you were just googling how

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to plan an event and you found yourself on this podcast,

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this podcast episode is for you.

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And so what do you do in this situation? Well, there are event

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planners, meeting planners that specialize in exactly what

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you're looking for. And I say that not knowing what you're looking for. And

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what I mean by that is there are many types, first of all of event

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planners. So for example, there are corporate event planners, which I'll be talking on.

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And these, they, they focus on business events, association

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events, those type of things. But there's also social event planners,

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nonprofit event planners, educational event

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planners. You can have planners that do sports things, entertainment

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event planners, all of these are different disciplines within

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planning. And just so you know, this is not an

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all encompassing or supposed to be, be all and end all

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episode on event planning is just to highlight the need to

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use partners to plan corporate events. And

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so I'm going to focus on corporate events. So within the corporate

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event space, the way I see it is it's

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broken up by a few subtypes of planners.

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And so if you're asked to

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do a large format event and it's just

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you, and there's no events team within your company. So

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let me, let me give you an example. You need to do an event for

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500 people and they want to do

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it at some sort of a convention center

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or ballroom at a hotel. They're not sure of what

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city, but maybe you have three different cities that have

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the highest concentration of people at your company. So

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maybe they're looking at Austin and they're looking

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at Phoenix and they're looking at Atlanta. I don't know. I'm just

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giving you examples. And they know they want to do an event for 500

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people. They know they wanted to, they know the messaging sort

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of that they want to say they know they want to do some training with

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it. And you have people that work for your company and

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they live all over the country. So that's quite an ask.

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And so that's a full service type of planning of an event.

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And so that's what I would call full

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service event planning. And there are people out there that

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have companies that will come alongside you. And so

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the term that's become popular lately, I don't know if you've heard of this,

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but fractional. So you can, small companies can hire a fractional

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CEO or a fractional cfo. You

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know, you need financial guidance. You can bring someone in with the experience of

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a large company cfo, but you only hire them for a

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day, a week and they come in for your finance time

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and you work on finances and you get the access to

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somebody that would work at a larger company, but you're only paying for a portion

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of their time, you know, 20% of their time. And so it's, it's much

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more affordable. You can do the same thing with a, you know, a

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CMO like a chief marketing officer where they come in and

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do marketing at a high level because they have experience at larger

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organizations, but they only devote a portion

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of their time weekly to your business. So that's a fractional service.

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And so in that mindset, did you know that there are fractional

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events departments or fractional heads of events?

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So each, each example I'm going to give, I'm going to give you an example

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company you can go and look at that. I would recommend there's a company called

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Wendy Porter Events run by, you guessed it, Wendy Porter,

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incredibly experienced events professional

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and she calls herself a fractional head of events. And so

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what that would mean is the scenario I just gave you, you,

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you really need an events department. And so

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Wendy would come in and bring a team, whatever you would

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need, whatever deficiencies you have and would help you plan that event. So

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whether you've got logistic needs, travel needs, sourcing

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needs. So sourcing of a venue, sourcing of hotels, figuring

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how to move people around the city when they're there, figuring

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out how to feed them, you know, catering or off site experiences,

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what rooms within a venue, you're going

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to use all the negotiating and all of that,

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she would come in and do that. So this is a high touch, full

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service event planning, project management strategy

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that you could bring in and take the weight

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off of you and plan an exceptional event the very first time

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out the gate as if you'd been doing it all along. And

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so that's, that's the fractional

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type of service that you could look at. And

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this I would recommend. We're going to drop all this information

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in the description of this podcast, but I would recommend trying

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checking out Wendy Porter Events and just talking to Wendy about what you need

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in that scenario, the next level from

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that. And I am going to shy away from the term next level down

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from that. I would say the next level over would

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be somebody that's more of a strategic event optimizer.

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So this would be the other type. So

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the example I'm going to give here is Brella Productions.

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So you can check that link out. But, but this

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is more of you have an event that you have planned, but

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you need to, you want to optimize it, you want to make it better. So

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what a company like Brella would bring is they are planners,

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but they are highly technical. So they bring their

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technical strategists to the table, a

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solutions architect, where they're

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looking at the event that you have kind of planned

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or what you want to do. And they're thinking about the technology behind

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it, thinking about how you can utilize different tools

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that exist right now to accomplish what you want to do.

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And so Brella is great at those type

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of things. They also do resource management, vendor

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negotiations. So they'll help you build out a comprehensive plan

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plan, especially on the technical side, and then work

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with you to procure all of the vendors that you would need

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to utilize the strategy that you

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have put in place. And they're, they're going to also make sure that you

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understand and you're up to date on the newest technology so that you

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are being as efficient as possible. So that's a strategic event

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optimizer. So the two that we've talked about so far is

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fractional events department, that would be like Wendy Porter

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and then a strategic event optimizer that'd be like Brella

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Productions. The next level down from that is what

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if you have a concept already that you've been given and

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now you're a steward of this concept, but again, you're

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not really an events person. You come from another, another direction

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and you need someone to really just be a technical

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planner for you. So in this case,

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maybe you have a strong following and

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you understand what you want to do at an event, you even understand

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maybe the venues that you want to go to, but you just don't know

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how to do the technical side of it there. I would

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recommend someone like Julie Lightoff. And again, I'll

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link to her LinkedIn page. But she's more of

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a technical planner. And what her superpower

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is and what this type of person, their superpower is

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they excel both in event planning

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and the technical portions

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of events. So, for example, she's an expert in

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audio visual, so really understands and can get really into

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the details, into the weeds on the audio visual side and can bring

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those two components together. And so she's A solution

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where you just need to fill that gap in would be

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an excellent resource for that. So these are, these are

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different solutions. I'm giving you three levels here. And again,

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it's not like a level down or up. It's just what option

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would you need for what you're trying to solve. The problem you're trying to solve,

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where you have a fractional head of events, they kind of plug in. They're

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like you have a whole event department that shows up at your company and then

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disappears when the event's done, can be very efficient. There's

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a strategic event optimizer which is just taking

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an existing skeleton of an event and tweaking it until it's

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optimized to its fullest potential. And then you have a technical

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planner that is just coming in and making sure

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that all the components are there that you need to get the job

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done. And then I would say the last option

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in that is if it's just a singular thing, a

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singular discipline within an event, then you

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would have partners that you would develop. So, for example,

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if you just need to cater something, you would develop catering partnerships.

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That's something that you could probably do yourself. But again, you could bring in one

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of the people I mentioned or teams I mentioned. If you need just

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an AV partner to do basic

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AV for events, that's fine. Reach out to someone like me. And

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if it's just av, you've got everything else, reach out to them. But if it

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goes beyond singular disciplines, I would highly recommend,

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you know that pressure you're feeling like, how am I going to do this? That's

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very valid. And also it's very common. And people don't

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know that. The services that I just went through, where you can hire

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an event planner to work alongside you or an event planning team to whatever

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degree you need, and it's incredibly affordable

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against the stress that it causes trying to do it

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yourself. And what is the value of hiring someone

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like this? And the event is an exceptional event

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and it checks all the boxes and you get great ROI versus

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not doing this, not spending this extra bit of money, not investing

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in this. And the event is nowhere near what

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you wanted it to be. So you have to look at the roi, the total

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ROI of this and a lot of times it's very much worth the

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investment and just from a vendor in the

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corporate event space. With lemg we work with lots

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of companies and when someone use utilizes

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this strategy, it is almost

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always such a positive experience for our

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end client. It ends up being a great event. And they,

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these planners are a great conduit between all the vendors

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and services and the end client. And they take,

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they buffer, they're a buffer there between your day job

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and all of the things that you need to do

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to plan an event. So I would highly recommend checking out the

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people that I have in the comments and thinking about that.

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But I'll leave you with this thought. Think beyond procurement.

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And so what I mean by that is when you

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get into events, it's very different

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than being in a procurement department that is maybe at a construction

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site where you need a bag of nails, you need

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a pallet of two by fours and you need a

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bunch of bags of cement or something like that. It's kind of commoditized products

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that you kind of know

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the cost that they are. No matter who you get it from, it's going to

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be similar cost. Events are very much not like

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that. And so having a specialist that works with you that kind of

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vets all the partners and all the solutions and, and kind

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of optimizes it to your exact needs, that's a necessity.

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So think beyond procurement. Think about strategic partners.

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So these are strategic partners to help you accomplish your

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meeting goals. And think about fractional solutions.

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And there's that word again, but really fractional in all

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of this. You're borrowing somebody's, you're renting someone's

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lifelong expertise for your event

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for that moment and your chances of having a

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first time out the gate, incredible home run event

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goes up dramatically when you hire these

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specialists. So the ROI is definitely there. I would recommend you

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looking into this. Of course if you need anything AV

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related for your corporate event, please reach out to me, Seth ,

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or go to LEMG Live. We would love to help you.

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We could also recommend these meeting planning solutions to you

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because it's in everyone's best interest for you to do

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this. Thank you for joining us on the Event Pro show. We have episodes

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every week where either I'm talking and giving tips about

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how to produce better events or plan better events, or I'm

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introducing you to one of my friends in the industry that I think you need

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to know. You can check out all of our back episodes@the eventpro

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show.com. we will see you on the next one. Thank you so

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much. The Event Pro

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show is a production of LEMG video by Nick

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Barrett, audio and post production by Prince Thompson.

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You can learn more about us at LEMG Live.