Planning an event, whether large or small, requires your event marketing company to go through a process to ensure everything is covered from location scouting to permits to the right amount of port-a-lets. It is all about ready, set, go and not just go!
There are many steps required to planning an event, below is a sampling of what an experiential marketing agency will go through as they plan and activate your next event.
1. Scout the location(s) well in advance of your event – traffic patterns, demographics, height or weight requirements in the area, sidewalks or streets that may need to be closed, neighbors, etc.
2. Permit process – who needs to be notified? The municipality? The neighbors? The local police force?
3. Area/space layout – what is the best way to layout the event to ensure the best brand experience and traffic flow during the event?
4. What is the estimated number of attendees? This will touch all aspects of your event, for example:
- Entrances/exits
- Security
- First aid
- Port-a-lets
- Waste removal
- Number of onsite brand ambassadors and staff members
5. Onsite communication and emergency communication plan – how will you communicate with everyone on your team? How and when will you communicate in the event of an emergency?
6. Vendor selection – it is key to work with vendors who have experience with the venue that has been chosen.
7. Pre-promotion of the event – will there be social media utilized to announce the event? Will traditional media outlets be used – radio, TV, newspaper? Signs around the area?
8. Set-up – ensure you have plenty of time to set-up for the event; especially if this event is the first one – prepare for everything – Murphy’s Law exists.
9. Activation – does everyone know their roles during activation?
10. Tear down – this is just as important as set-up and activation. During tear down ensure all equipment is stored and prepped for the next event and all vendors are aware of the tear down schedule.
11. (Bonus Tip!) BE PREPARED – it all comes down to an event marketing company who has checklists for their checklists and are in complete control from beginning to end. You can’t over plan!