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Event Planning 201

With two customer appreciation events ahead of me for 2017, I knew that I’d hit the ground running come January… and that I did.

Our first event typically happens at the tail end of March. The template is similar: Offer a fine array of canapes, refreshments and a nice space, plus a couple of value adds. Here’s the plan of action I followed to secure our event coming up this April.

1. Research
Once it was decided that the event would be in Vancouver, I researched a number of venues with private spaces. The reason we opt for a private area is so that our speaker can address the audience without interruptions (and without disturbing other restaurant guests). I like the idea of keeping our spring event intimate, like a hug. I was able to narrow down my options to five, then three, then two in which I actually visited and finally choose the space. The winner was the one which had a slightly higher capacity, a better menu and better shaped room. When comparing restaurants I looked at consideration points such as: capacity, budget, microphone or A/V available, menu, distance to public transit and ease of working with the event planner. Now that I had a space, it was on to the main event!

2. Resource Reach Out
Having the support of my coworkers for this portion was great. Two of them reached out to potential speakers, and to our customers to understand what they’d appreciate in a speaking topic. On my end, I reached out to our speaker last year to ask whether she had any viable options, and naturally, she had a plethora. I ended up really liking three, but made the tough decision to provide the speaker best suited to speak to what our customers wanted to hear about.

3. Details, Details, Details
Next, it was time to get deposits in. I secured the restaurant after confirming a date and time, and confirmed our speaker to ensure that his schedule would be with us for the evening.

4. The Soft Sell
I shared every early detail that I could with the Wolfgang team last week including who, what, where, when, why and how to share the event with our customers.

5. Promotions
Finally, I set out to write a promotional plan. Our events are limited to customers, so we provide a series of E-blasts and scheduled call blocks (it’s nice to be invited by phone and it’s happening less and less frequently in our screen ruled world). I also considered a few door prizes to sweeten the event deal. 

That’s it! I hope the tips above help you in your event planning journey and I know that I speak for the team at Wolfgang Commercial Painters when I say we can’t wait for our event. Interested in finding out what I learned after last year’s event? Read more here.

Deana Srdic

About the Author: Deana Srdic

Deana Srdic is the Marketing Manager for Wolfgang Commercial Painters. Deana plans and implements Wolfgang’s annual marketing strategy, manages the website, facilitates the Wolfpack’s digital strategy and plans client events. Deana graduated from Camosun College with a degree in Marketing Communications Management and Leadership, an additional general Business diploma and Management certificate. Deana spends her free time working on her personal blog, lifting weights and actively participating in personal growth coaching. She’s a city girl with a passion for consistency.

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