The COVID-19 pandemic continues to be a major contributor of stress to business professionals and companies around the globe.
Event professionals especially have had to adapt quickly to new regulations and skill sets to keep their businesses going. What was once a profession that relied on organization, networking, creativity and keen eye to detail has suddenly shifted to incorporate new bases of knowledge that are most important in the world today.
Here to help are some of the industry’s most skilled event planning professionals.
Keep apprised of restrictions
In uncertain times, event planners should be prepared for all possible scenarios, especially when it comes to local and government restrictions.
Melissa Park, New York-based planner says, “Personally, I am reading every event safety guideline and planning document I can get my hands on, and speaking with many contacts to better understand what they’re doing and seeing in their venues.”
Once you know what you’re facing, make a plan and execute it, so you can provide a COVID-safe and socially distanced event.
Read up on Virtual Events
The in-person business luncheon has been cancelled in many parts of North America, so many executives are turning to virtual events to meet. Therefore, event managers and planners need to keep informed and know how to use new technology and platforms, so that they can troubleshoot when the day of the virtual event happens.
Rachel Nelson, in Los Angeles, suggests: “The best way to deal with this is to come prepared for the worst. Have test or practice sessions with all of your speakers to rule out all the technical difficulties. Make sure that your presenters and speakers know how to work the platform, which includes sharing slides, presentations, etcetera.”
Fine-Tune Social Media Marketing
Even under normal circumstances, it is important for an event venue to market itself on various social media platforms. In a coronavirus market where events have shifted online, social media is an ideal way to reach potential clients and keep current ones informed.
Carlo Parentela, entrepreneur based in Vaughan, Canada and owner of Chateau Le Jardin Event Venue, explains, “During these times, hiring a digital marketing team may be beneficial to event management companies. Knowing how to create digital content is a skill you’ll want to fine-tune and is something that will help grow your business in the long run.”
Consider Logistics
If you’re in a location where an in-person event is still feasible, you’ll need to take into account all of the logistics that go along with it. For example, in order to move forward, Carlo Parentela suggests you ask yourself the following questions: Will there be fewer audiovisual crews available to hire, and enough staging, lighting, and A/V equipment to go around? Will existing catering supply chains be able to meet the demands of the event? Do you need to conduct health screenings at a larger event?
“Planners must consider all of these questions and be able to answer them should the need arise,” says Parentela. “Now more than ever, you’ve got to be on your A-game when it comes to the logistics of planning an event.”
Strengthen business relationships
An industry that thrives off of building relationships with people should not fall by the wayside, even in a global health pandemic. Michael Alexis, CEO of TeamBuilding, says: “You need to not just create a high quality and engaging experience, but also support it with robust business practices and systems. You need strong policies around refunds, rescheduling, and other possible outcomes.”
Carlo Parentela agrees.
“Now is not the time to kick back and relax. Event planners must stay on top of communicating with their clients, vendors and staff. They must have a solid plan in place so that everyone is one the same page about each scenario that could occur.”
Possibly the most important skill an event planner needs to possess in a COVID world is that they need to have a back-up plan. Keeping your business thriving in times of crisis takes creativity and the willingness to implement changes. Take a moment to determine what assets you already have that can work for you in the new environment and apply it towards generating new income.
Lastly, take the extra time to evaluate and update your resources. Whether that’s revamping your website, fine-tuning your marketing strategy, etc., know that this situation won’t last forever, and soon you will be back to welcoming guests with open arms and a bright smile to your venue.
