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Crisis management for #eventprofs
This document provides crisis management strategies for event professionals facing common issues: 1. When a drinks sponsor backs out last minute, the guide recommends contacting competitors for a replacement and offering incentives like increased brand exposure. 2. If an event venue is too large for attendance, visual techniques can make the space feel full while reducing costs, such as moving sessions to smaller rooms. 3. If a keynote speaker doesn't arrive, the guide suggests finding a replacement panel or moving other sessions to fill the time slot. 4. When sponsors are unhappy with engagement, the guide recommends ensuring they meet the right attendees and providing unexpected value like accommodations to improve satisfaction. 5. If a press story turns negative, taking
Crisis management for #eventprofs
- 1. CRISIS MANAGEMENT FOR #EVENTPROFS THEGUIDE TO EVENTS
- 2. WHEN THE DRINKSSPONSOR BAILS AT THE LAST MOMENT The sponsor suddenly realises your event is not in the budget, or the decision maker gets sacked before the contract is signed. 1
- 3. • Call alltheir competitors • Offer a better deal for half the price • Demand a quick decision • Accept the first competitor to agree • Double the amount of brand exposure • Promote the hell out of the new sponsor • Double the price next year
- 4. WHEN YOUR VENUEIS TOO BIG FOR TOO FEW DELEGATES For whatever reason, not enough people are coming to your event, but you are committed to using a venue which is twice the size you need it to be. 2
- 5. Negotiate with thevenue to reduce numbers for catering (rather than cancelling) and use visual trickery: • Build expo booths & staging away from the walls • Make the edges of rooms darker, to draw the focus into the middle • Use fewer – not more – chairs than you need • Move networking sessions to smaller spaces (with lower ceilings) in the venue
- 6. WHEN THE KEYNOTESPEAKER DOESN’T SHOW UP 3• If they are just late, try to switch with another session, then reschedule for when they do arrive • Try and find a business competitor only too happy to steal the limelight • Canvas the delegate list for 3 or 4 experts in this area & ask them to join a panel discussion on the topic instead
- 7. WHEN SPONSORS AREN’THAPPY WITH THE NUMBER OF DELEGATES • Sit down with your sponsors and find out what the best ROI will be for them • Devote a member of the team to ensuring they meet the right people • Try to deliver unexpected value from the event: free accommodation, room upgrades, a better table at dinner, a post-event mailshot 4
- 8. THE PRESS GETSHOLD OF THE WRONG STORY Your CEO got a little ‘handsy’ at the gala dinner… One of your exhibition stands caught fire… A rogue tweet went viral… Two of your VIPs got in a fight… Your big keynote was a no-show… 5
- 9. Journalism is focusedon 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.
- 10. THE GUIDE TO EVENTS Formore information, visit www.guideto.events Photography credits: Nick Kenrick Jean-Baptiste Paris Tim Stubbings Ian Pollen PhotoCindy Joshua Ganderson Jiwasz Habrda