Tips for future clients.

Events are about focusing on the experiences of customers or your employees. You can do a lot on a daily basis and under your own steam, but if you’re facing a major challenge you might need experts in the field. So how do you choose an events agency?

Choose an events agency before it gets really urgent.

There are plenty of reasons for choosing an events agency in peace and quiet and without a knife being held to your throat. As in all partnerships, a good relationship is the foundation on which all good results rest. It’s a shame if you have to test a partnership in a tight situation, when time is tight and there’s no room for any mistakes. You also risk the price tag being higher than necessary when you choose an agency according to how they organise your event. An events agency that hasn’t yet gained your confidence won’t take any risks, but would rather choose a hotel/venue that’s too expensive than the opposite. And in a pitch situation there’s a major risk that you’ll hear what you want to hear rather than the whole truth. The price tag might seem OK, but the events agency “forgets” to explain that the stopover in Copenhagen will probably require you to pay for those with a stopover to have something to drink, etc.

Ask about the payment model.

How is an events agency paid? Per person, per project or per hour? It might feel good to pay for a specific person’s involvement if it’s that person’s competence that you’re looking for. But if you need more broad-based competence, that would be an unnecessary restriction. If you agree on a cost for the project, you know what costs you have to expect, which is a good idea if the project is clearly defined and specific. Over a long period of time, or if a project changes its nature, payment by the hour might be preferable. You know what you’re paying for and you don’t have to worry that you’re paying too much.

Look for a strategic partner.

Let’s say it again: a good events agency can do so much more than blow up a few balloons… So let the events agency become your strategic partner and help you with your actual meeting strategy. This will make the event more than just a party. It will be a part of a message. Clarity at all stages.

Compare the right quotations.

Does the company you’ve invited to submit a quotation have events as its main or an ancillary activity? Ask the national Sponsorship and Events Association if you’re unsure about which sectors work in a similar way, so that you aren’t comparing apples and pears.

Work transparently.

View the events agency as a partner, not an aid or a supplier. Put all the facts on the table and keep the agency informed if these change. Be clear about what you think, what you want to achieve and what your concerns are.

Check references.

It’s smart and good to ask for references. But next time you ask, ask for a reference from a client whose event didn’t run completely smoothly. Not everything works out as intended, and anyone can make a mistake. The interesting thing is how you deal with mistakes.

Once you’ve found a business partner: Delegate responsibility.

Organising an event requires real commitment from the company, and it’s impossible for one single person to take on responsibility for, make decisions on and respond to questions about everything from finances to bus schedules. So it can be a good idea to share responsibility in your company between a number of different people. Designate an orderer who also has financial responsibility, one person with responsibility for content and one for practical matters. This raises the quality level. For the same reason, suggest shared responsibility at the events agency.