Unconventional thinking: A smarter way to run events
Reed & Mackay’s Head of Meetings & Events UK Kirsty Tod, and Head of Groups, Meetings & Events North America Kristy Thomas Bonet, share their thoughts on how to smash client expectations with innovative planning.
Kirsty Tod
General Manager: Events EMEA
Kristy Thomas Bonet
General Manager: Events US
What does the word ‘unconventional’ conjure up for you when it comes to running events? You may consider it to be events held in a quirky venue, with avant-garde activities and unusual dining options. Conversely, it could simply mean we’re now planning those events in a wholly different way than we did pre-pandemic.
What it definitely does mean is that new elements and challenges have surfaced in the last three years that need considering when running events. Fortunately, the meetings and events planner can be shrewd in the way they meet these challenges head on.
Reimagine Traditional Events
Unquestionably, we’re having to rethink the traditional event schedule. COVID-19 presented companies with a natural break and gave them time to rethink their plans and options. We’ve noticed people still very much want to get together; they want to collaborate in person not only via Teams or Zoom. Following the pandemic, there was a general feeling that there would be a significant shift to virtual but we’re still seeing the same volume on in-person events, if not more than pre-2020.
What we are increasingly witnessing is more clients requesting that their meeting is tied in with something social – not just a dinner, but organising group activities. They’re searching for a chance to get together for team development, which can often be a challenge in today’s hybrid working environments.
This presents ample opportunity to be smart with your thinking and bring in the quirkier side of the word ‘unconventional’. Clients are looking for memorable experiences. For example, one of our events managers recently sourced a salsa teacher to liven up activities for a client’s event. And, if you’re repeatedly holding events in London, why not suggest something really out of the ordinary for a social activity – mudlarking on the Thames anyone? And the smarter way to think is to source quirky venues that will get delegates talking about the event before, during and after it takes place – for example, we once organised an event for a financial services client in a hydroponic farm!
Rethink Meeting Aesthetics
Since the pandemic, we’ve noticed that organisations have been putting more thought into sustainability and what that means for their business. For example, clients don’t want to travel from Edinburgh to London and back again in the same day, so the traditional way of one-day meeting needs a rethink. And, while it may sound simple, shake up the traditional ‘sitting-round-a-table-talking’ vibe of a meeting for maximum effect in those meetings. Think beyond the U-shape and/or classroom-style setting. Bring creativity and innovation to a meeting room set up that will help get the most out of your attendees.
Prepare for Planning at Pace
The biggest shift in event planning in the last three years is the plunge in lead times. We’re currently taking on more events with a four-to-six months’ lead time, whereas in the past we had double that amount of time to plan.
Businesses are also underestimating how quickly the hospitality industry has got back up to speed – in terms of venue availability and staffing issues – since the pandemic. If you’re looking to hold an event for 400 people in January next year, for example, it will be tough to find the space. After companies got used to not being able to get together, they now don’t think about planning a year in advance…but, as many are doing this, a backlog has been created.
Furthermore, there continues to be a staff shortage in hospitality. This, in turn, is having a knock-on effect when we reach out to venues for Requests for Proposals (RFPs).
This will eventually even itself out, and it is slowly improving– but one way to address the issue now is to reach out to chains that will respond more quickly, or contact those venues that you already have good relationships with.
Think ahead to what your client needs. Is it a quick turnaround? Is it excellent on-the-ground service? Yes, we want to approach the independent but check the length of time it’s taking to respond to an enquiry. Whichever venue you choose, if they can’t respond within a reasonable time frame, will they be able to provide best-in-class service at the actual event?
DIY or Take the Agency Route?
While organisations understand the value of events, there can be nervousness around the complex logistics and planning time needed to implement them. The smart solution? Call in the experts. Use a dedicated meetings and events agency.
Firstly, an agency will be able to save you time by going out with RFPs to multiple venues at once. They have the buying power; they’re experienced at the negotiations; they may already have organised a discount on rates; and they are experienced at understanding and working with suppliers. On the day of the event itself, the agency deals with everything on the ground – even down to the finest details, such as the coffee being delivered on time. You’ve got that extra pair of hands.
Agencies will have tried and tested processes for every type of event; planning events is their day job so they know the quick wins around resolving complicated issues and will walk you through the ever-changing processes. At Reed & Mackay Events, for example, we’re an extension of our client’s team to ensure a seamless experience.
Be Adaptable
If the pandemic taught us anything, it’s that event planning needs to be flexible and adaptable. To make sure our clients receive information on anything that might affect their event – ranging from political upheaval to changes in weather conditions - Reed & Mackay has a designated team that is always tracking global events.
A Smarter Future
The human element and face-to-face connections will always be an integral part of meetings and events, but offering your clients cutting-edge technology, which is designed to keep your delegates up-to-date and safe, wherever they are in the world, can significantly enhance planning. Staying ahead of the latest event management technology will also play a huge part in intelligent planning.
If you haven’t already, start thinking ahead about how to make meetings and events as eco-friendly and sustainable as possible. It may seem like a long way off, but with the government’s Net Zero strategy to meet targets by 2050, highlight to clients where they can start building in sustainability options. It’s also worth suggesting activities that enhance participation in corporate social responsibility. For example, while a teambuilding activity, like a quiz, is undoubtedly great fun, why not put forward an activity that gives something back to the community? Not only will delegates feel good about doing something to help someone else, but it also demonstrates the type of company you are and could even draw in new talent.
It’s an interesting time for events; since the lifting of COVID-19 restrictions, it’s been extremely busy. Organisations want to get out there and get together, but we’re also witnessing a hospitality industry that’s not quite there yet to service it, which can be a bit of a struggle. However, communication is key. Once clients are aware of the issues the industry faces, the journey can be a lot smoother.
The intelligent way to plan events? Lean on the expertise of an event manager. A company who understands who you really are will save you time and money. And a full-service meeting planning company can take a basic event to extraordinary.
Reed & Mackay Events is a division of Reed & Mackay, a Navan Company. We are an international team of award-winning experts that combine creative flare with logistical expertise and client-led technology, delivering an outstanding and all-encompassing event management solution.
With Navan’s’ cutting-edge technology and Reed & Mackay’s outstanding reputation for high-touch service, we deliver a unique blend to the meetings and events market.
We organise global partner conferences; deliver first-rate racing event logistics in complex locations; ensure athletic teams get to the Olympics despite multiple COVID-19 restrictions; enable top brands to make it to the catwalk for Paris Fashion Week; and manage room blocks for reporters during high-profile events like presidential inaugurations.