Brainstorming Your Event-Session 1-Dream

Session 1: Dream: How to brainstorm your event before doing anything

When you first think of an event, where do you start? How is this supposed to look? Who is a part of the brainstorming session and are there guidelines? These are all questions that get asked of our Event Management Team when sitting down to consult on an event for the first time.

Over the past decade plus of planning events we have utilized several ways to brainstorm and begin the initial stages of planning. In this session we will cover a couple of them and the benefits of using them for your event.

The first technique we use for brainstorming is what we like to call "Scatterbrain in the Sky". In this approach to planning your event your are seeking to accomplish two (2) goals: nail down a date for your event, and come up with all the of creative ideas/elements that pertain to your specific event. Keep in mind that meetings like this usually lasts a couple hours at minimum depending on the scale of the event.

First, let's discuss how to pick the ideal date or dates for your event. Four (4) things must be kept in the forefront of your mind when selecting an event date. Remember money is not a factor in this approach, so you can be as open and creative as possible. What is the weather like, and does it affect the setup or any other aspect of the event (for example, having a summertime event where you wanted to display and ice sculpture wouldn't work well)? Secondly you must see select a date that allows for the vendors (food, tables, chairs, flowers, etc) to be ordered in time as well as get the word out through your marketing campaign to effectively notify your target audience. Thirdly and usually most importantly, is the venue or location available the date(s) you are seeking to put on this event? Finally, if this is going to be a public event, then a calendar of local events that may take away from attendance at your event MUST be available. Having a two public fairs or carnivals within a month of each other is not good planning. Likewise, thinking that because your event is new and more exciting (remember that thought is only in your head right now) does not mean that you will get attendees from a local 5-year running event to come to your event instead. On that same note, piggy-backing off an event that ends the weekend before yours opens is not the way to go either.

Next, let's discuss what "Scatterbrain in the Sky" means. This type of brainstorming is a combination of any random scatterbrained thoughts and the "pie in the sky" dreaming coming together to allow for a "no idea is too outrageous, insignificant, big, small, or impossible". This is a meeting where one person is writing down EVERY idea that is mentioned. Here's why: When you start to plan an event, the moment you limit what you can accomplish or pull off, you limit how memorable the event will be.

We had the fortune of consulting with a Church who wanted to show a Christmas-themed movie and envelope the entire audience in a satin-red fabric bag like Santa Claus. If this idea was thrown out and considered impossible to be done in a room for 1500 people, or not even mentioned, then one of the single-most memorable moments of that event would never have happened. Or for instance, at this same event, 1500 cups of hot chocolate were served to EVERYONE in the audience within a 3.5 minute window. Imagine the conversations that took place at the end of this event when people in attendance commented on the feeling of "being in, and experiencing the movie in a way never thought possible". This is exactly why there is no such thing as a dream too big.

The second approach to brainstorming your event is what we call "The Boardroom Approach". In this approach there is one person who acts and the head of the group and goes down a list of "This is what I want to accomplish" items and all those in the meeting speak as to how their particular forte will add to this being done with creativity and impact. This setting is used for company events where a budget is known and the objective is clear. For example, Company XZY is having an all-employee banquet where the budget is $50,000.00; it will be held at Venue A on June 3rd.

This type of brainstorming allows for more of a themed or guided creative session and less on the previous technique of nothing is off the table. This type of brainstorming involves one person being assigned an area of creativity to run with. The "Head" of the group oversees and makes sure the task and objectives are handled properly while the individual delegate does the brainstorming.

The second type of brainstorming is typically what happens when GWS Events is asked to consult a private event such as a retirement party or Community Impact Group's mixer where the basic details are already known.

GWS Events in the second scenario is typically the head that delegates and oversees with the client how each aspect will be handled, while in the first scenario GWS Events acts as either a team player in the "Scatterbrain in the Sky" session or the leader who writes down all the ideas.

Recently, GWS was asked to sit in the creative session and be a part of a conference for entrepreneurs. As GWS staff sat down and looked around the room we were pleased to see the "Scatterbrain in the Sky" approach being used perfectly. Each individual at this meeting had a pad of paper to write down all of their particular ideas, so that the conference leader would have a record of everyone's ideas after the meeting was done as well as any side notes pertaining to the upcoming event.

Finally, let's discuss who should be present at these events? Does everyone and their brother need to attend so I can get all the ideas possible, NO! Whether your event is a private 30-person reception or a public event for 50,000 there needs to be limitations on who is asked to brainstorm. GWS has found that the best sessions take place when one person with a particular skill or knowledge in a specific area is asked to attend. Having two people that specialize in catering at a meeting will not benefit your meeting; it will only create two people with the same or even conflicting ideas.

There are only a couple areas where duplicated skills are acceptable: Multiple (no more than two of each) graphic and social media personnel, if necessary to your event, as well as marketing personnel can be very beneficial in a brainstorming session to fulfill the "two heads are better than one" saying. Any other skills or specializations at the same meeting tend to allow for more of a differing of opinion meeting and less of a productive one. If your event warrants it GWS HIGHLY RECOMMENDS having someone with proven experience in Social Media present at the meeting.

As you can see there is more to planning an event no matter what the scale or purpose, then sitting down and deciding what is going to happen. If there are no goals or dreams for your event, then we would highly suggest questioning the need for an event. If your goal for an event is to let people know about your company, group, or organization, then an event is not the best approach. Consult a social media and marketing professional or firm, and use your budgeted funds in that area of concentration and not in the hopes of having someone know who you are through an event. Return on Investment or ROI should be first considered before ever brainstorming an event.

In the next session we will go over how to put all of the creative ideas together in a manner that makes sense and helps you wrap up the "Dream" stage of your event. Some of the sub-topics we will discuss will be budgeting for the King's Event using a Squire's budget, and transitioning from dream to reality without having things slip through the cracks.