There comes at least one point in every event career where the scale of the next event is so ridiculous that it sends tremors through the most hardened #eventprof heart. These conferences and exhibitions can become career-changers. Whether your event’s growing impact comes in the form of vastly increased attendance, huge media attention, skyrocketing revenue or – like TED – has an online audience of millions, every detail matters and the usual molehills can seem like mountains. The principles of good hospitality, great planning and precise onsite logistics may be the same whatever the size, but when the expectations around your show suddenly explode, the pressure increases accordingly. First presented in July 2016 at the Eventprofs London meetup, this slideshare will show you how to keep your cool while everyone around you is losing theirs.

1. CREATING
LANDMARK
EVENTS
THE GUIDE TO
EVENTS

2. WHEN THE GAME IS THE SAME
BUT THE BOARD IS BIGGER
More delegates?
Bigger venue?
Global online audience?
Higher revenue targets?
Massive media attention?
The principles of great
event management do not
change with scale.

3. YOUR EXPO HAS SCALED
TOO QUICKLY
Your sales team has said YES
to everyone…
• Make it the sales team’s
responsibility to deliver
value – taking key buyers
to meet exhibitors
• Ask a friendly buyer to run
a pre-expo workshop to
teach exhibitors to ask the
right questions & make the
most of their time
• Treat all the buyers like
VIPs to encourage them to
stay and engage
1

4. YOU’VE MOVED TO A HUGE
LANDMARK VENUE
Don’t let the venue dictate
terms - you’re the client!
Push for everything you can
get in contract negotiations
If the venue is famous, use its
name and image as much as
you can
Fight hard to use your own
people, not the venue’s
‘trusted suppliers’
2

5. YOU’VE GOT MORE DELEGATES .
THAN YOU WERE EXPECTING .
3
• Tell everyone on the registration desk to remain calm – set up a
‘triage’ desk for unexpected badges and payments
• Never apologise for the popularity of your event
• Work the queues – turn them into impromptu networking events
• Be honest with the venue so they can stretch the catering and
help manage the crowds

6. THE MEDIA SUDDENLY TAKES
AN INTEREST IN YOUR EVENT
Have someone on the team who
has sole responsibility for Press
Give the media space to work,
free wifi and offer access to
SOME speakers
Make sure none of your staff
mention any mistakes or
problems in public areas
Check what kind of stories they
tend to write, before granting
them access to your event
4

7. If it goes wrong…
Journalism is focused on short-term
wins, so take control. Play the long
game. Don’t panic.
Be ‘flawsome’, own mistakes,
apologise and move on.
Keep in mind what you need to be
remembered one month, one year
from now.
Bury bad news under good. Spin the
positives. Offer exclusive access &
interviews.
Rewrite the story.

8. YOUR EVENT NOW HAS A
GLOBAL FOLLOWING
This is not the time to save money on
production – every detail will be
judged by a large audience
If you’re live-streaming, have a
contingency wifi router
Insist on speakers using rehearsal
time with a show producer
Invest on excellent (and fast) editing
for video content, as well as multiple
camera angles
If you’re using VR (virtual reality),
avoid gimmicky avatars and focus
attention on the content.
5

9. If you run live events and live or work in
London, please join the LinkedIn Group:

10. THE GUIDE TO
EVENTS
For more information, visit
www.guideto.events
Photography credits:
Jean Baptiste, Paris
Tim Stubbings
KOMUnews
Matthias Uhlig
William Warby
Habrda
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