In the realm of business meetings and events, effective planning can be the cornerstone of success. According to industry experts, the potential for failure often stems from three primary issues: inadequate planning, reluctance to embrace new technology, and overconfidence in individual capabilities.
Wendy Palmer, a corporate meeting planner and principal at Eventure Enterprises, highlights the complexity of event planning, especially for small gatherings. “The challenge is that meetings touch a lot of different groups. Travel manages travel, procurement manages contracts, admins book meeting space, marketing runs events, and sales hosts customers. Everybody touches meetings, but nobody really owns them,” she said.
Many event planners, particularly those in larger organizations, may find themselves overwhelmed with logistics, often using manual spreadsheets and fragmented emails, which can lead to unmanaged expenses and compliance risks. Yola Marshall, Vice President of Global Sales Americas at IHG, noted that inexperienced planners often underestimate how technical the planning process can become, especially concerning contracts and attendee logistics.
To mitigate these challenges, companies are encouraged to adopt specialized meeting technology that streamlines event management and clarifies roles. Two essential technology tracks are recommended: one focusing on logistics management—for sourcing venues and support services—and the other on attendee management, which includes registration and agenda coordination.
New technology platforms such as Groupize and Cvent have emerged to assist planners in sourcing meeting spaces and managing contracts. These tools enable users to access corporate negotiated rates, request competitive bids, and book various services through a unified interface. They also support the creation of company-branded websites and mobile applications, which enhance attendee engagement and streamline check-ins.
Planning an event consists of three phases: before, during, and after the meeting. The initial phase involves securing a venue and managing logistical details, with a focus on achieving the best outcomes efficiently. Palmer cautions against lengthy RFP processes, suggesting planners seek to find suitable spaces quickly and avoid complicating their bookings unnecessarily.
During the event, the focus shifts to logistics and attendee engagement, where tools like onsite check-in apps and mobile event guides are utilized to enhance the attendee experience. “As planners, we’re responsible for the attendee experience from the moment someone registers until they get home,” Palmer explained.
Post-event, gathering feedback and analyzing the event’s success is crucial. Technology can facilitate this process through automated surveys that measure attendee satisfaction and operational efficiency. Planners can generate detailed reports to evaluate attendance and spending against initial projections, thereby calculating the overall return on investment.
Experts emphasize that adopting technology should align with organizational goals and that careful consideration should be given to selecting solutions that meet the specific needs of the event planners. “The best tool is the one that aligns with your company’s goals and will actually be adopted by the team planning events,” said Mandie Geistfeld, Senior Director of Technology Solutions at BCD Meetings and Events.
As the landscape of event management continues to evolve, a blend of proper planning, cutting-edge technology, and team collaboration remains essential for organizers navigating the complexities of business meetings.
