I’ve worked with a variety of organizations, both non-profit and for-profit, large organizations and single-person organizations. They all have varying levels of resources and priorities and they have all been a blast to connect with and get to know.
Over the years, there have been major successes and pretty significant failures. From both experiences, here are some guidelines of what all organizations (no matter the size and no matter the resources) should invest in:
- Audio Visual: If you are planning an event, no matter what size or to what extent, you should invest in audio visual. If your guests can’t hear, your efforts are fruitless. If the lighting is off or isn’t a priority, the room will feel empty and unexciting. Lighting and sound go hand-in-hand…they create an exceptional experience that will only be felt. Your guests won’t be able to describe why they felt amazing but if you don’t do it right, they will be complaining that they couldn’t hear or the lighting was the same throughout the experience.
- Graphic Design: Don’t underestimate how important colors, shapes, design and other details are to your event. If the design isn’t branded or it’s something new to your audience, you will need someone to help create the ‘voice’ and design of your event. It’s more than just slapping some color and fonts together. It’s about connecting the event to your brand and marketing. It’s connecting all the dots together as an organization. Graphic design is important to your event as providing pens and paper clips is for your organization.
- Signage/Printing: While technology and digital communication is critical to any event, signage and printed materials are as important as ever. Technology has changed the scope of events in some cases but it hasn’t replaced the printed material including invitations, brochures, signage and other items. Even Facebook as printed their own periodical (PressGazette, June 22, 2018)! Always create a digital and social media calendar but also plan to create/design a printed piece that your guests can take with them. These printed materials end up on desks, refrigerators and other folders that will be revisited time and time again. While emails and social media content can invite people to your event, a printed invitation also has a role in the marketing plan. Don’t underestimate a sign with your logo on it welcoming your guests. These become landmarks or picture opportunities as well as directional guidance.
Each event is unique and different…none are the same! These are just an example of the investment that an organization should consider when prioritizing an event and its effectiveness within an organization.