Leveraging the Web
Use Online Technology to Get Innovative and Stay on Budget
by Steve Robertson | Published in November 2007 Focus on Technology | technology
Event planning can be a very rewarding experience, especially when all the pieces come together seamlessly. While there are many ways to go about researching and planning events, certain strategies help make top-notch events on a budget a reality.
Where do you find today’s best technology-based resources and how can you best put them to work? Regardless of the specific dynamics of your event, look to the Web to reap a wide range of technology and tools to get innovative about planning and to keep your event on target, on budget and on top.
Think out of the Box — Eschew “the usual” and go for something different this year. Get off the beaten path and consider special-interest and nontraditional venues to bring a breath of new life and excitement to an event. Doing so will provide you with many more options, down-time activities and accommodations for attendees and guests.
Keep in mind that less sought-out venues such as wineries and inns are often more flexible with pricing and options and generally offer lower overall costs than traditional venues. They’re much more eager for event business and will often provide program and budget flexibility, as well as creativity that you won’t find in larger or more traditional venues.
Plan All Year — Read and clip throughout the year as you come across articles and resources that you’ll wish you had when you plan your next event. As you surf the Web, bookmark themes, places and ideas (location, decorations, etc.) that may come in handy down the road. Then, when it’s actually event planning time, just refer back to your bookmarks for a second look at a year’s worth of fresh ideas. Doing so can help save a good deal of up-front planning efforts — and hours.
Take a Test Drive with Friends — When considering a new vendor or location, coordinate a test-run luncheon or cocktail party — and invite a few favored clients. They will not only be flattered that you value their opinion, but the preshow will create excitement about the new vendor or venue and foster a stronger client relationship as you test the new services or location. Now, when it comes time to select and price options, doing so will be much easier with some specific experience under your belt.
Insist on Digital in your Communications — Utilize e-mail communication to contact venue and vendor management directly, and insist that replies be digital as well. Once a dialogue is created, continue the dialogue around your needs and budget for the event — and have management accommodate you with replies, materials and resources in digital format. Receiving information in this format will considerably ease filing and future searching and referencing, boosting productivity and keeping your event management or overhead time (and costs) down.
Search out New Locations — Conduct online searches for locations, venues and vendors that offer top-notch and creative services or accommodations. Many online event planning resources provide articles that highlight cities nationwide and the amenities that make them original and fascinating. Seek out these useful resources to research unique locations in new geographic areas, or to locate out-of-the-box venues that may be less expensive than mainstream and traditional locations.
Fine Tune your RFPs — Add more structure to your request for proposal (RFP) process by utilizing built-in Web tools on event databases and search engines. Some websites even allow you to automate the RFP process by submitting directly through the site; alternatively, send an e-mail directly to the vendor.
If you are not currently using RFPs with venues and vendors, what are you waiting for? Though creating an RFP might require some up-front time on your part, the benefits largely outweigh the initial time spent on the task.
If you have an agenda and outline from last year’s event, start there. With RFP in hand, why not streamline the process even more by asking your IT team to create a RFP submission form on your website where venues and vendors can submit their responses directly? Let your suppliers know that the RFP site is a benefit to them as well, as it creates a level playing field for all entries so that everyone — large and small — can be judged on the basis of their responses. And the time they save in creating custom responses can instead be invested in developing a more creative and budget-friendly event for you.
Get Interactive with your Calendar — When planning with venues and vendors, avoid scheduling slip-ups by utilizing online, interactive calendar tools. There are many free options available from all the major search engines and Web portals. Create a master calendar that you can administer and provide read-only or full access to your staff, venues, suppliers and even attendees. By tracking contract status and budget approvals this way, all deadlines will be met and few items will slip through the cracks.
Likewise, for attendees, automate your invitation and RSVP process. A simple way to track guest attendance and automate the RSVP process is to send out e-mail invites. If e-mail isn’t an option, consider using a Web-based RSVP service that allows guests to log in and complete their attendance and meal selections directly online. This will take less of your time, as a spreadsheet can be generated at any time providing an instant overview and status of the event.
Since event planning is detail-oriented and budget-restrictive, it is crucial to utilize only the most reputable and reliable technology and tools. To know which are best, ask colleagues which resources work best for them, refer to industry trade publications for reliable directories and do your research online. Or, ask your favorite vendors where they get their leads from — the answer may surprise you.
Although nothing can trump being prepared and having adequate time, utilizing existing technology and services available through the Web can save considerable time and keep your budget in line.
About the author: Steve Robertson
Steve Robertson is the general manager of Portland, Maine-based Eventective (www.eventective.com), an online meeting and event space resource.
Contact: srobertson@eventective.com