The Ten Commandments of Meeting Planning

Ten Commandments of Meeting Planning

Imagine a meeting with an attendance that equals the population of a mid-sized American city, with everyone intent on receiving the value that motivated them to register, pay a fee, and cope with the logistics of getting there. They must be fed, housed, entertained and in most cases, educated.
Their unexpected needs require attention, too. A sudden illness, family crisis or other personal matter can necessitate immediate attention. Add to this, such emergencies as failure of a key speaker to arrive, inclement weather or faulty audio-visual equipment, and you have an idea of some of the challenges of a professional meeting planner.
Following are some meeting planning strategies to help you successfully cope with the expected and unexpected requirements of a meeting.
1. Establish clear objectives
As with any business decision, organizing a meeting must have a defined objective. For the meeting to be valuable it has to have clear intent, buy-in from all parties, provide a deliverable, measurable value to the attendee, and return on investment.
2. Supply what is demanded
For supply to meet demand, a meeting program should provide value to the audience. Successful meetings happen when the audience is presented something of value, whether it is education or training, new product information or networking opportunities — content is key. Content also drives the demand to attend the event or meeting.
3. Create it, plan it, sell it, manage it, do it, and review it
Successful meetings require creative programming, aggressive negotiation skills, and disciplined operational and financial skills. The final component is to wrap up and review. Answer the ROI questions. How much value did you provide? What is your company’s ROI? Will the audience attend again next year? Use those answers for future planning.
4. Strive for excellence, not perfection
No matter how big or small the meeting, well-laid plans will execute less than perfectly. The important thing is to advise, devise, and revise. A strategic planner should remain flexible, adaptable, and demonstrate strong leadership abilities.
5. Understand the Hospitality Industry
To deliver successful meetings you need to understand the industry, terminology, and trends as a whole. The complexity of the meeting increases when the number of attendees increases. Level of the audience, budget, agenda development and scope of the project are paramount.
6. Don’t be penny-wise and pound-foolish
In the beginning, there is always room for negotiation. However, at the end of the day, a supplier will have to service your account--they are critical to your meeting’s success. Don’t diminish their profit to the point of sacrificing the quality of your meeting.
7. Remember the customer is #1
Your audience is your customer, and your customer pays the bills. They must perceive and receive value. They must feel important and get what they paid for. Build the program they expect and deliver the same.
8. Monitor to avoid surprises
It is critically important that your process allows you to monitor budget versus actuals. Variances must be analyzed and adjustments made along the way. Spending the extra dollar should benefit the attendee first and foremost. Avoid categorizing expenditures as liabilities. Look at them as investments.
9. Utilize and maximize the use of technology
Technology is your ally. Capture as much data as possible on the front end. Make the use of technology easy for your customers and internal staff. But, always remember that that technology does not replace personal contact.
10. Communicate clearly and concisely
Clear, concise communications is the key to internal success, supplier success, venue success, and your success. Get to ground zero with your communications: think like an attendee. They know nothing of the internal planning, programming, or logistics. View all communications as if you were a new attendee.
These 10 commandments won’t guarantee a stress-free experience or a perfect meeting, but they will position you to be an effective manager, and will give your meetings the best chance for success.