If your business is planning any type of special event – holiday, trade show, team building, product sampling, anniversary, etc. — here is Tip #1: Hire a professional event planner.

“But it costs too much!”
Quite the opposite, according to Terry Quick, president of T.E.A.M.Net (Total Event and Arrangements Meeting Network.)

“What is your time worth?” Quick challenges. “For the small business owner to try to do it themselves, or even to turn to staff, or a spouse, will not save money. The biggest fallacy is that they’ll save money, but most small business owners don’t have time to do events. And they will never do them as well as a professional event planner. They will spend hours to save $100 in commissions and walk away from thousands of dollars from lost business because event planning takes something that is not a renewable resource: time. Money is a renewable resource, time is not.”
“Instead of hiring a professional event planner, they go to the person in the company who has the most time and is probably the least qualified. Often it’s an assistant or an intern. They are well meaning, but unqualified.” Quick states.

Quick recalls a typical scenario that does more damage than good.

“There was a company dealing with blue collar union labor. They’d had a good year and the boss said, ‘I want to spend some money and really show my employees how much I appreciate them.’ He had a big budget. But he gave the event planning to a junior person. She had in her mind that she wanted to do a James Bond type of event. We were called to book a band. That’s all they wanted us to do.”

Big mistake, according to Quick.

He explains, “She went all out — black tie, seven course meal, expensive wine, big band, the works. Think about it. The wives ended up buying dresses they’ll never wear again, most of the male employees had never seen two forks, and they were uncomfortable in rented tuxes. They were completely out of their element in a ballroom. The party started at 6. They were used to bottles of beer, not glasses of champagne. It was tense and domestic bickering turned into fights. Most left before dessert. It was a disaster.”

The morning after was worse, Quick relates. “The owner got complaints and he spent a fortune. All because of what one young lady had in mind. She didn’t understand the objective.”

There are others who realize they need an event planner, but have unrealistic expectations.

Quick says the mentality should not be, How can I beat this guy down? “Do you think if the party is less than it could be, the boss is happy? They want the best party you could do – exceed expectations and goals, and the $500 saved won’t matter. That’s where a lot of people lose perspective.”

Before calling an event planner:
1) Know your objective. Nobody in business goes to a trade show, or has a party, without wanting a return of investment.
2) Have a realistic budget. Quick elaborates: “My pet peeve is when someone calls and says, “I need a comedian next week.” I immediately ask, ‘ What’s your budget? I’ll see if Bill Cosby’s available.’ Give complete and open information.
Event arrangers also caution companies to be realistic. For example, if a company has a $30,000 budget for a picnic, that may sound like a lot. Then the event planner discovers it’s for 700 people. Still sounds reasonable and then they realize they think that will include entertainment, a tent, steaks, drinks, etc.
3) Number of attendees
4) Who is the audience? Sometimes it’s not readily apparent. For example, a medical convention trade show – is the real audience nurses, doctors, their suppliers, or pharmaceutical companies?

T.E.A.M.Net’s advice when looking to hire an event planner:
• CMP (Certified Meeting Professional)
• Experience –10 years minimum
• Recent references and long term repeat customers.
• Portfolio – pictures and letters of praise
• Share vital information so they can give you accurate quotes
• Pick someone easy to work with and let him or her be part of your team.

Quick advises, “Once you make your choice, treat your planner just like a doctor – tell them everything they need to know to solve your problem. Their number one priority is to make you a hero. That is how they keep clients and get new business.”
If you plan events outside of your local area and/or outside of the US, include T.E.A.M.Net in your search process. www.go2teamnet.com.

(Editor’s Note: Kim E. Kimmy APR is a public relations professional who specializes in special events, research, conducting workshops as well as counseling businesses and professional groups. She may be reached at (425) 821-3355 or kimekimmy@aol.com.).