Planning a successful event takes time, effort, and expertise. While you may be tempted to organize everything yourself to save money, partnering with an experienced event planning agency of events can make the process much smoother and increase the impact of your event. But not all agencies are created equal. Choosing the right one for your specific needs is crucial.
When evaluating potential event planning partners, focus on 8 key factors to ensure you select the best agency for the job.
1. Relevant Experience and Expertise
The first thing to examine closely is the agency’s history of handling events similar to yours.
Assess Experience with Comparable Events
- Consider the size of events they typically organize compared to what you have in mind
- Evaluate their experience with your target audience – are they used to planning events for that demographic?
- Review examples of past events that match your needs in terms of purpose, number of attendees, budget, etc. Their portfolio will demonstrate their capabilities.
Confirm Strong Logistics Expertise
- Event pros have established relationships with venues, caterers, transportation companies, and other vendors
- They’ll expertly manage intricate event schedules and timelines
- Look for problem-solving skills if something doesn’t go as planned
Review Client Testimonials
- Glowing testimonials and positive references indicate satisfied clients
- Pay attention to whether past clients faced events similar to yours and were pleased with the agency’s work
- Testimonials reveal the level of responsiveness, flexibility, and performance you can expect
2. Clear Understanding of Your Goals and Audience
Ensure potential agencies grasp your vision for the event before signing any contracts.
- Clearly define your event purpose, desired outcomes and target audience
- Share your goals, then listen to their proposed approach – does it align?
- Look for custom strategies based on your guests’ needs and preferences
- Confirm they understand who to market to and how to craft relevant messaging
3. Budget and Resource Optimization
Event costs can spiral rapidly, so partnering with budget-conscientious planners is wise.
Upfront Budget Conversations
- Explain your budgetary limitations and goals upfront
- Compare several bids outlining anticipated hard and soft costs
- Ask agencies to prioritize expenses that align with your vision
- Inquire about potential cost-saving measures
More Value for Your Money
- Experienced agencies have insider info to prevent overpaying
- Their vendor relationships mean negotiated discounts
- Review what’s included and options for upgrading or downgrading
- Maximize your investment by working with strategic budgeters
| Cost Category | Budget Range |
|---|---|
| Venue | $5,000-$7,500 |
| Catering | $15/person |
| Entertainment | $800-$1,200 |
| Decor | $1,500 |
| Promotions | $500 |
| Misc. | $800 |
| Total | $9,100-$12,500 |
Table 1. Sample Event Budget Breakdown
4. Mastery of Event Technology
Utilizing event management software and apps streamlines planning and creates exceptional experiences.
Tech-Savvy Planning Process
- Mobile apps for schedules, maps, speaker info
- Event software to handle registration, email, logistics
- Evaluate their fluency with the latest event tech innovations
Enhanced Attendee Experience
- Gather attendee data pre-event via custom questionnaires
- Foster connections among guests with event apps
- Curate shareable social media content before, during, after
- Simplify event check-in, communications, and engagement
5. Risk Evaluation and Contingency Planning
Despite meticulous organization, unanticipated issues can still arise.
- Probe an agency’s backup plans and problem-solving skills
- Review how they alleviate risks from weather, delivery issues, tech glitches, absent speakers, etc.
- Discuss hypothetical scenarios – do their solutions satisfy you?
- Clear contingency plans indicate preparedness to handle the unexpected
6. Innovative Marketing and Promotions
Spreading excitement and driving registrations for your event is key.
Creative Marketing Strategies
- Website and email promotions to share schedules, details, calls-to-action
- Print materials like posters, signage, and direct mail pieces
- Pitching media outlets to achieve press coverage and interest
Social Media Buzz Generation
- Facebook and Instagram ads targeting ideal attendees
- Compelling social posts and graphics before and during the event
- Contests and user-generated content for greater visibility
- Robust community engagement and positive word-of-mouth
7. Responsive Communication and Strong Relationships
Planning an event takes considerable cooperation between you and your agency.
- Listen actively to understand your vision and concerns
- Provide timely responses via phone, email, text, or meetings
- Check in frequently as new questions or ideas arise
- Show dedication to building a trusting partnership for success
- Display passion and enthusiasm for bringing your event to life
8. Stellar References and Reviews
Validating an agency’s reputation from unbiased sources is prudent.
Ask for References
- Inquire about several past client references you can directly contact
- Get their perspective on the agency’s skills, weaknesses, strengths
- Probe if they delivered on promises and were pleasant to work with
Research Impartial Reviews
- Scan third-party review sites for candid commentary
- Balance negative and positive feedback appropriately
- Glean insights you may not hear directly from the agency
- Authentic experiences indicate what you can expect
By evaluating event planners on these 8 criteria, you’ll feel confident entrusting your vision and resources into the right hands. An expert partner invested in your goals means you can relax knowing every detail will be masterfully handled. Do your due diligence upfront to ensure event success and spark lasting memories for years to come.
