There have been many lessons that have come out of the pandemic, some good and some not so good, but all have their place in helping us to consider how event producers can work smarter and rise to the challenge of what it is to deliver creative events and client engagement during this time.
This is by far the most challenging scenario that’s presented itself to event producers, event production companies and all their third party suppliers around the world and navigating our way through this is going to require us to take a long and hard look at how events can be re-imagined and re-ignited to deliver the same punch.
Here’s our list of 18 of the most important lessons learnt as an Event Planner during the current global pandemic:
1. The Early Bird Catches The Worm - If this pandemic has showcased one thing, it is our ability to adapt and to consider avenues not previously considered in order to survive and stay in touch with our clients. It will be the more agile organisations that will survive and ultimately go on to change the landscape of the event industry for the better. The early adopters usually pave the way to fresh event delivery concepts and new technology - we all need to become early adopters.
2. Virtual Overload - But don’t be too quick! For example, only consider embarking on hosting a virtual event if it’s right for you. Your brand is at stake here and an ineffectual or poorly executed online event could do more harm than good. When evaluating, think about your event audience first and foremost and if you’re not really incorporating any sort of ‘value-add’, then it might be better to spend your time developing an alternative means of staying in touch.
3. Plan, Plan, Plan - If you have established that a virtual event is right for you, it’s imperative to adopt the same event planning skills to your virtual event as you would for your live event. We all know that the planning hours always by far exceed the actual duration of an event. Set a date that allows enough time for pre-production. Many people are working reduced hours at the moment so remember to factor this into the time frame.
4. Less is more - With many people ‘attending’ a variety of online events, it’s easy to reach their threshold of online viewing time. Remember the golden rule; ‘leave them wanting more’. The optimal duration is 20min of virtual time for every 60min of live - or 1/3.
5. Quality over quantity - The days of event extravaganzas with a large number of guests are currently off limits but let’s not throw the baby out with the bath water. Small, impactful corporate meetings or events are not only possible, but can be the highlight of an event calendar. Think of an event venue large enough for 1,000 people with only 50 for an intimate and exclusive corporate dinner. Surprise people by thinking outside the box.
6. Rules - The event production rule book has been effectively thrown out the window and this has given us the opportunity to re-imagine how we can best advise our clients on how to engage with their colleagues and clients. Some clients can also be hesitant to try something new, wanting to stick with tried and tested formulas. Now is the time to use the skills of an event producer to challenge this thinking and consider new approaches to your conference, gala event, launch event, brand activation or internal team event.
7. In The Zone - Considering the new rules around social distancing and people’s comfort zones when it comes to sharing spaces with others, there’s an onus on event producers to look at ways of mitigating any uncertainty on the part of attendees. Even with all relevant rules and precautions being adhered to, it’s important that those who are still not comfortable attending don’t have their concerns downplayed or de-valued - they must continue to be included and it’s up to us to develop ways of engaging with them.
8. Safety First - There is a significant number of event producers who have lived through the introduction of inductions, risk assessments, etc. These essentially came about through the need to ensure the safety of those not only attending events, but those working in the industry. I look back at some of the things that were allowed years ago that would never be allowed today. Or, the paperwork and approvals process would be so rigorous, you just wouldn’t bother. Ultimately, we had no choice but to adapt to this added layer of production and add it to our event planning checklist. This will be no different with COVID19 as our major priority in the role of an event organiser is to ensure the safety of guests attending.
9. Stick with it - It’s all good and well to have a COVID policy for your business, but it’s important to make sure you follow it internally. When we have a work-force predominantly working from home and getting together F2F on the odd occasion, there is a risk for transmission. Ensure that staff understand the expectations that accompany your COVID policy on the events, in the office and at home.
10. Together but apart - We don’t know what we’ve got until it’s gone! Being forced into working from home, separated from our work colleagues has facilitated the re-emergence of siloed approaches to work. We’ve had to adapt to this virtual workplace in order to get the job done but it’s by no way ideal. Keeping in close communication with our teams is crucial if we’re going to pave a smooth transition back to a F2F office situation.
11. Have some fun - Entertainment and fun are 2 actions we must embrace to up-lift spirits, increase morale and engage with staff. Try some costuming for your virtual weekly WIP meetings, set fun challenges or start each meeting with a surprise fun element.
12. The Big Picture - It’s not just the event management agency that is affected… the knock-on effect rippling through our third party suppliers will continue for some time and supporting these businesses requires a considered approach. For instance, as event producers, why would we suggest a performer that works to backing track as opposed to a performer that works with a full band. Yes, there are cost savings, but we need to think broader than that and help our clients understand how their budget can meaningfully help another industry that’s been brought to its knees.
13. Better Together - Collaboration with other businesses to support each-other will be our legacy. By openly exchanging information and seeking out how you can collaborate with a like-minded business can only expand any offerings you take to market. For instance, a targeted comms approach to a segment of the market by an event production company and AV company partnership will give both companies exposure whilst keeping costs at bay.
14. Lean and mean - Using down-time to spring clean and consolidate is a biggie! I feel great after I’ve re-arranged my wardrobe and purged the items that no longer have any purpose. Event producers & event production companies gather a vast array of props over time, which we hang onto in the hope of re-birthing down the track. Sure, there are some props that are suitable for re-use which are worth hanging onto like soft furnishings, clear glass vases, lanterns and photo booth dress up items. Now’s the time to look closely at your inventory and be ruthless about what to keep, what to donate and what to sell. You might find yourself in a position to down-size your office space as well once you’ve done this - so it’s win-win!
15. The reality of reality - During a normal working day in the office, we’re not generally exposed to the realities of some of our colleagues’ lives which up until now have remained quite separate. Virtual meetings have exposed the reality of our colleagues like never before - curious kids, barking dogs, cats walking over keyboards and interruptions from our partners. This has handed us the opportunity to recallibrate our own understanding and patience towards colleagues in the thick of life.
16. RUOK? - Consider your colleagues at this time. Some are naturally capable of adapting to change and wholeheartedly embrace the challenges and opportunities that these times are bringing about. Others don’t fare so well with change and struggle to adapt or become stressed at the prospect of thinking about what tomorrow might look like and how they will make it through to the other side. It’s critical that we look after one another and support our workmates. We want them right there beside us when this is all over.
17. Learn, grow and stay healthy - Working on your personal and professional development isn’t just good for your health, but can also help further your career. We’ve long been aware that exercising your brain can keep devastating illnesses like Alzheimer’s at bay. So now’s your chance to sign up for a business course or workshop series to further your professional development or do something that helps your personal growth like learning an instrument or another language (for when we can travel overseas again).
18. This too shall pass - It’s easy to get into a funk - thinking that the world of events has changed forever and that the virtual event world will replace the live event world as clients look to reducing budgets and consumer confidence is shattered. I do need to remind myself that like other catastrophes that have befallen the world before, we will eventually come out the other end. Yes, things might be a bit different for some time, but let’s look at the positives that came about following other momentous episodes in history.
By Kathy Ferris, Senior Event Producer, Workshop Events (Corporate Event Management Sydney)
Workshop Events can assist with your event design, management and production - www.workshopevents.com.au