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The first is to know exactly what type of event it is your trying
to produce. What I mean is... the theme, the food, beverage,
entertainment, the venue, the lights, the sound and the overall atmosphere are all
something you should have in mind. It's just what to do, where to go and
how to put it all together with your budget is your only problem. What should
you do? I've often asked new clients as I get to know them, "Close your eyes
call it a perfect world...now tell me what you see? I'm either amused or
totally astounded as to how they'll respond.
The second school of thought is you have no idea, not a clue as
to what to do and need to seek out a producer to not only consult and
suggest ideas but to create an image of a theme that can be imagined mentally and
presented in a way that can be visualized and understood. A producer that can
create excitement and infectious anticipation is what you're looking for.
A great producer is comfortable in both of these arenas. They
should be able to listen closely as to what the clients needs are and identify
the right questions to ask as an advocate based on their experience.
A great producer knows how to gain confidence and maximize
budgets giving their client the assurance that they've picked the right person
to realize their needs. A great producer knows how to communicate their
ideas and how to motivate the people around them so that everyone is working
towards the same goal as a team. Picking a great producer is as important to
the end result of an event as is picking the right wine to complement the
perfect meal or picking the right furniture to maximize the comfort and appeal of a
room.
Let's examine both schools of thought to get a clearer understanding of what
to do, what to look for and what a producers needs are. I say
what a producers needs are because it's important to realize that after
you're comfortable with your selection you need to trust in your
producer as you would trust in your own doctor or attorney.
If you know what type of event your trying to produce, first
organize your wish list. Being very clear as to what you want and how to convey
your needs. These concepts are key to the process. List all components
of your event germane to the end result. After you or your committee are
clear on your list then search out a professional local, regional or
national production company with the experience to meet your needs.
You notice I've said a professional production company not a Mobil DJ,
caterer, decorator or florists but a professional producer. There
is a big difference and although any one of these services may be
important to your event, a great producer is one that brings the experience of all
these services together time after time looking at the big picture.
These days it seems everyone in the industry thinks they're a producer but
it takes a professional team with many many years of experience
to qualify for the task. Don't make the mistake of trusting your event to
someone who thinks just because they've been around the industry as a service
provider their ready to 'cut their chops' on your event. Remember the
saying "Hind sight is 20X20 vision", well then...Why risk it?
Start by visiting trade shows or searching the internet. Going to reputable
event related websites like Corporate Event Channel are extremely useful in
finding a great producer. Make a list of the ones that seem appropriate
and start with a call explaining to them your wish list, set up an
interview with the ones that stand out and request proposal information.
If you're unfamiliar with them ask for several references to find
out how past and current clients enjoyed working with them. Were they
professional? Were they detail oriented? Did they communicate well and did they
do as they said they would? These are the perfect questions to ask a past
client. Try to ask for past and current clients to get a feel for their
consistency. Remember experience is everything...you want a great producer
that not only knows how to get things done but sees 'train wrecks' before they happen.
Next visit their website. This is a strong indication as to whether or not a
producer is capable. If they can create a great website, one that
is organized, engaging, exciting and complete from start to finish
then the chances are they can produce a great event as well. A great event
planning website like <http://www.thegreatevent.com>
is one that should be
informative, entertaining, create visual stimulus, provoke creative ideas and
have useful tools, products and services to help organize your thoughts and
complete a great event from thought to finish from party favors and gifts to
signage and decor.
The later school of thought I mentioned is a bit more of an
arduous process. It entails all of the preliminary processes I discussed earlier
but it goes more to the sophistication of the event producer. Here a great
producer must be able to listen to the client first and foremost to identify
and get to know their client to the tenth degree. The producer must know
about your past events, favorite things, the goal of this event, the
personality of the CEO or the bride and groom, the companies products or services or
the bride and grooms family members, the type of guests that will be
attending and most of all the budget.
Here, it is important to not only pick a great producer but one
that is creative, communicates well, has extraordinary vision and the
experience to pull it off. One that understands how to spend money wisely and
has a reputation of being straight forward and trustworthy.
I mentioned earlier that knowing what a great producer needs are is as
important as the wine you pick for the perfect meal. What I mean by that is,
a great producer is one that has pride and passion in what they do. I've
often attended sales training seminars or networking meetings and not only
was I the only event producer in the room but I was the only one anyone had ever met or known.
We are a rare breed of individuals who have thick skin but sensitive feelings. We want to be treated
fairly and are willing to put up with long hours, constant changes, flexible conditions and stressful
working environments. But we are not willing to put up with bounced checks, late
deposits, and miserly clients who want everything for nothing.
A great producer knows how to deal with money responsibly and
should be given the respect that one would give to their accountant or attorney. Do
you hire a professional house painter or auto mechanic and then stand next
to them and instruct them on every little thing they should do? I think
not... So why would you want to do that to your event producer? Aren't they
as important to you as the paint on your home or the engine in your car?
Especially, when your event can cost as much as a car and in some cases a home.
When selecting a great producer find the one that you can have fun with, you
respect as a professional and look forward to working with. A great producer
can go a long way towards producing a great event and will ensure that not
only will you have a successful event but one that is enjoyed by all in
attendance and remembered for years to come.
Written and contributed by:
Darryl Scotti
Founder/Director
Darryl Scotti Associates
www.TheGreatEvent.com
Need a great idea:
www.TheGreatEvent.com
Got a great question:
darryl@thegreatevent.com
1-877-383-6883 Toll Free
About the contributor:
http://www.thegreatevent.com/content/meet_the_team.html
As owner and founder of Darryl Scotti Associates in 1981 he is actively
producing corporate events ranging from Product Launches and Incentive Sales
Meetings to year-end Holiday Gala's, Industrial Theater and Team
Buildings. He is an alumna of The Dale Carnagie Program of Sales, Public Speaking and
postgraduate training's. Darryl has served as a consultant to several
committee advisory boards including The Arthritis Foundation, Rotary Int'l
and The San Jose Convention and Visitors Bureau; Con-Vis Expo. Depending on
how old you are, you may remember Darryl as the guitarist for Columbia
recording artists 'Spiral Staircase' with the hit song 'More Today Than Yesterday'
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