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The 24 event management mistakes which lead to the most serious consequences.

• Episode 1

  »Having a complete checklist for perfect event management is already a guarantee for the perfect realisation of a complete event.«

  A complete checklist is always the precondition for perfect realisation. This includes the capability of punctually linking various jobs with each other, managing staff and producing a friction-free process by means of perfect directions.

• Episode 2

  »Our external speaker will bring the presentation charts on his own laptop. Then we can just plug it in. That should be the easiest and quickest solution. «

  Experience repeatedly shows the importance of receiving advance information for the presentation. Formats, content and resolution require harmonisation, videos need integration, and final alterations have to be included. A good solution can then be achieved.

• Episode 3

  »Four buses have been ordered for the transfer from the Summer Night Gala to Harry’s Hilton Bar. We can be sure that the drivers know the way.«

  Unfortunately we have experienced the fact that it is better to brief bus drivers regarding pick-up times and routes, so that 50 participants do not arrive 34 minutes late for a conference.

• Episode 4

  »A catering service company is taking care of the food for 850 congress participants. They will automatically make sure that there are no long queues at the buffet.«

  The usual way of setting up buffets, namely placing all foods in a line, thus producing the inevitable long queues, is ‘out’. Flying buffets are the solution: fast, understated and functional, they guarantee smooth catering.

• Episode 5

  »There is no event agency which can also plan the exhibition booth in the communication forum competently. We will just have to get a few other quotations .«

  The proof that there are such agencies is clearly demonstrated by our presence.

• Episode 6

  »The congress hotel is one of the top addresses. If anything is missing on location they can get it for us without delay. «

  This is by no means reliable. In view of today’s demands on technology, media, etc., any hotel would be hopelessly overstrained. Careful planning saves stress on location.

• Episode 7

  »Our V.I.P.s will just grab a taxi at the airport.«

  Every V.I.P. would be pleased by this! Of course he will be collected personally. In this way one emphasises his importance and the appreciation which he has earned. This goes without saying, really.

• Episode 8

  »We don’t have to make such a big deal of it. Our trade partners have known us for more than thirty years,- and anyway, they prefer to eat hamburgers.«

  What happened to the new ideas? Demonstrate that one supports the partner, appreciates his wishes and takes him seriously.

• Episode 9

  »We don’t need any extra service staff on location. Our own people can do the job just as well.«

  This is a major misinterpretation, since in-house employees usually have other important tasks: customer support, distribution support, product presentations.

• Episode 10

  »It is better if the timetable for countrywide promotion campaign is not fixed in every detail. In that way we can still put in the special needs for the different regions.«

  Failure is pre-programmed here. The regional requirements have to be assessed and implemented in advance, only then does the agreed time schedule come,- and it is adhered to.

• Episode 11

  »If we have someone who can really put on a great show, then we won’t need so much technology and the usual stuff. By the way, my brother-in-law does a bit of comedy on the side and can....«

  In such cases we use the expression ‘jigsaw work’- which may be fine for small groups at home, but is completely unsuitable for professional use.

• Episode 12

  »The best thing would be to delegate the responsibility for the conception of the gala evening to two people from each department.«

  The conception of a gala evening is not one of the core tasks of normal company employees. Two from one department means a lot of employees who have to develop substantive results in endless series of brainstorming sessions.

• Episode 13

  »Our event series cannot be handled by an external company. Our sales force can deal with it far better on a regional basis.«

  As stated in the answer to the previous ‘error’, the planning and organisation of events do not feature in the responsibilities of normal employees. In such complex tasks the whole range of skills of events management is required. It is best left to the professionals!

• Episode 14

  »The data for the printing of the name labels for our customer event can simply be taken from the participant list.«

  This is by no means so. Where is the design, the merging into the corporate design? A list usually only provides the basis for design work.

• Episode 15

  »Two years ago in Milan everything worked perfectly. So the congress in Stockholm shouldn’t be much of a challenge either.«

  This reminds us of the ex-footballer Lothar Matthäus and his comment: whether Madrid or Milan, it makes no difference, the main thing is we play in Italy. Nobody can be so naive, because every new task requires careful planning, inclusion of all fundamental data, the processing of specific characteristics, and much, much more.

• Episode 16

  »Event agencies buy everything in and cannot do anything themselves. An event agency which not only coordinates, but also produces, is a very rare thing indeed.«

  An agency such as Contec has not only employees who are masters of the entire portfolio of services, but also lives through its own performance. Only when this has been mastered can we also work professionally.

• Episode 17

  »The artiste that we have ordered is a well-known and successful professional. We can do without the briefing.«

  Artists are often difficult, and need to be handled with velvet gloves. Thus a clear briefing regarding the customer’s wishes, together with well-produced script, are of utmost importance.

• Episode 18

  »The best thing would be to let one of our ambitious youngsters deal with the coordination of the event participants.«

  The ‘next generation’ talent can learn from the professionals, but never work completely alone. Which customer would like to take that risk?

• Episode 19

  »Our first point in  the programme is the get-together. At the beginning people love to have the chance to wander around with a glass of bubbly in their hand and have relaxed communication with complete strangers. «

  The get-together is naturally part of the overall event planning. How will it run, who will talk to the guests, warm them up for the event? Never leave the guests alone!

• Episode 20

  »After midnight we don’t have any influence on what is happening anyway. So we can let things just run their course....«

  The beginning of the end. Or rather, the capitulation. In such a situation nobody need be surprised by the bill the next morning. Trust is good, but monitoring is better.

• Episode 21

  The hotel is definitely taking care of the signs for the event rooms.«

  An impersonal hotel sign is not the solution. The importance of an event is reflected in the design of all the media, whether a sign or standing display, a badge or congress folder. A uniform appearance is a prerequisite for success and a sustained positive impression.

• Episode 22

  »The print files are ready. Our graphic artist put them onto our server for downloading just before he went off on holiday.«

  And now what? Who will take care of the corrections, handover, printing, production, processing? What if there is a risk of last minute changes? No gaps can be permitted in the process, because the deadline is defined.

• Episode 23

  »Mr. Lohnert and Mr. Beckenstein are dealing with the technical equipment for our key account workshop. They are arriving from Copenhagen/Madrid fresh and punctually on the day of the event, and will then sort out everything with the hotel’s congress management.«

  Although Messrs Lohnert and Beckstein will arrive fresh and punctually, they will be looking pretty sick when the first surprises pop up. Here too, it is better to leave things to the ‘fresh’ professionals.

• Episode 24

  »The highest standard of stage technology is a guarantee that the stage presentation will also be of the highest standard.«

  The ‘finest stage technology’ can only reflect the creative input. Nothing else! This means the idea, realisation, production, presentation and conception.