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Managing an Event, a Client and the Unexpected

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By Lisa Peña

Though the communications industry is still largely focused on traditional and social media, events have increasingly become a great way to relay a client’s message to a larger audience in a fun and interactive setting. In the world of wine and spirits, this can come in the form of a guided lunch, dinner, tasting, cocktail class and everything in-between.

Recently some C&P members sat down with journalist, podcast host, and event extraordinaire, Melanie Young, to discuss the ins and outs of putting together a note-worthy event and what to do when things go awry. Here are some of her tips and tricks to surviving a busy event season:

Manage expectations

From the early stages of the process, set goals with your client and have a clear idea of what they are looking to achieve with their event. If something seems to be out of the realm of possibility, be solution-driven and discuss ways you can work together to still garner the results they are looking for. To hold yourself and your client accountable, set a timeline with deadlines and checkpoints to ensure nothing slips through the cracks.

Create an (Instagramable) Experience

When planning an event, always think of what the guests are going to see, smell, touch, taste and hear when they enter your space. Plan with all five senses in mind to really have your space be a fully immersive experience. In the age of social media, being able to quickly snap and share is very important for guests and the brand as a whole. It can garner immediate engagement and results. Don’t forget to have your social media handles and hashtags readily available.

Expect the Unexpected…and then Some

No matter how many times you dotted your i’s and crossed your t’s, there is always the possibility of something going wrong on your big day. Accidents are bound to occur, but remember to assess whether or not it’s in your control. Blizzards happen and glassware shortages will occur but even in the planning stages, think three steps ahead and plan for any unforeseen circumstances.

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