D.R.I.V.E Your Event Management | Event Management Philippines

Wednesday, March 01, 2017

In Judy Allen’s Event Planning book she mentioned a great acronym that I use in crafting and implementing my event management projects.

The acronym is not only easy to understand by a great guide for beginners and veteran event management professionals as well.

Here is the acronym she devised and you might also use as well to aid you in delivering a successful event.

She called it D.R.I.V.E. An apt word if you ask me, for event managers are drivers of the events they are producing or organizing. Event managers hold the steering wheel. In their hands, depend if the event can reach its target destination.

Often times, there will be bumps along the way, but if the driver knows how to navigate his way, no doubt that the trip will be enjoyable and the destination reachable.

I know you are excited to know it, so here it goes.

D is for Define Company and event objectives.

Everything must start in answering the question why? Why does your company exist? Why are you doing the event?

Answering the why points to the company and event objectives.

For me, it is finding your true north. It will act like a compass that will always guide you whenever you feel that you are getting lost in the middle of your event implementation.

R is for Research and develop your event vision.

If you are creating your event for the first time you might as well create a remarkable event. Create purple cow if you ask Seth Godin.

If you will not create a remarkable event, it will be invisible.

This is the reason you need to research deeply. As you become confident that you have gathered a sufficient data, you can now develop events that will stand out in the crowd.

I call it a differentiated event. Differentiation is a strategy that will allow you to be memorable to your client and outlast your competition.

 I is for Innovate and create a customized experience.

According to Jerry Gregoire, former CIO of Dell, “ Customer experience is the next competitive battlefield.”

I agree with this with wholeheartedly. Customer experience has become an obsession not only among companies, but also in the event management industry.

In fact, event management companies are now called experience agencies. This goes to show you how important and precious a commodity providing a great customer experience is.

Therefore, the rule of thumb is to innovate your customer experience or die.

V is for Visualize your event step by step to capture all essential logistical event requirements and expenses.

God is in the detail. I always try to emphasize this in my staff and students. This is how we play the event management game. Checking and cross checking every detail. Trying to act like Andrew Grove of Intel’s bold statement in his famous book, which is “Only the Paranoid Survives.”

Secondly, profit is our lifeblood. We will continue to grow and survive this competitive world if we will watch carefully our cash leaks. We can make this possible by creating a cost sheet and watching carefully our expenses.

Lastly, I believe that if you can visualize it, you can execute it. The late Stephen Covey is correct when he said that there are two types of creation. First creation is the creation that takes place in the mind. Second creation is the physical creation. Just look at the building that started not when the construction began, but when the blueprint was created.

E is for Execute with detailed precision and timing.

“Art is an accurate statement of the time in which it was made”, said Robert Mapplethorpe.

Timeliness is everything. It is the exact moment where we deliver the drama, breaks the suspense and present the surprise that completely affects and influences the audience.

Timeliness is also the reason that precision is achieved. It is the walk-in music when the name of the speaker was called. It is the event card or event photo plate posted on the LED screen when the keynote speaker is about to walk in the stage and takes the podium.

In summary, D.R.I.V.E. is a very helpful acronym that you can’t resist not using. You are the master of the event. You are the event manager. You and only you will drive the event to success so hold the steering wheel tightly and keep in your heart the acronym D.R.I.V.E. because with it you will never get lost.

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