Comprehensive Guide to Event Planning

12 Pages·2016·0.25 MB·English

Event Planning Guide
E
d
u
c
a
t
i
n
g
For Advisor Use Only. Not for Public Distribution.
Events are a good way to earn referrals and generate new
business leads. Symmetry’s event-ready materials simplify
the planning process and allow you to make the most out
of your next client event.
Let’s get started.
2 For Advisor Use Only. Not for Public Distribution.
Event Planning Overview
When your intent is the perfect event
Events are opportunities to cultivate relationships and educate clients. Are you thinking about planning a
client appreciation affair? Organizing a referral event? The options are endless, and Symmetry’s suite of
event planning materials can assist you in every step of the planning process for a wide array of events.
Finding a Caterer
Hosting a successful event takes careful planning and preparation. If your ideas involve
Finding a Caterer
food, you may want to consider enlisting the help of an experienced caterer. This guide
can also be paired with any of the other event planning guides where catering would
For Advisor Use Only. Not for Public Distribution. be a consideration.
Hosting a Wine Tasting
Whether you are a certified sommelier or not, this guide will help you plan a wine tasting
Hosting a Wine Tasting
event from start to finish.
For Advisor Use Only. Not for Public Distribution.
Hosting a Golf Tournament/Outing
Whether it’s one foursome or many, a golf outing can be a great way to recognize clients or
Hosting a Golf Outing
ask them for referrals. This guide can help assure you have the right clubs in the bag when
planning your event.
For Advisor Use Only. Not for Public Distribution.
Hosting a Holiday Party
A holiday event can be a great way to recognize clients for their commitment throughout
Hosting a Holiday Party
the year. This guide will help assure that when you make your list, and check it twice, you
will create an experience that leaves all of your guests feeling jolly.
For Advisor Use Only. Not for Public Distribution.
Hosting a Sports Event
Bringing clients or potential clients to a sports event gives you the opportunity to hit a
Hosting a Sports Event
home run with referrals and client appreciation.
For Advisor Use Only. Not for Public Distribution.
For Advisor Use Only. Not for Public Distribution. 3
Hosting a BBQ
Barbecues have great potential as referral recognition and client appreciation events.
Hosting a Barbeque
Whether you are in a park, your own back yard, or someone else’s, this guide can help
assure your event really hits the spot.
For Advisor Use Only. Not for Public Distribution.
Hosting a Museum Event
Museums can be more than a field trip destination for school groups; they can be a
Hosting a Museum Event
picturesque and intellectually stimulating environment for your guests. This guide will
help you host a museum event that will appeal to art aficionados and novices alike.
For Advisor Use Only. Not for Public Distribution.
Hosting a Volunteer Event
Giving back is a great way to get to know your clients and meet their network of
HVoolsutnintge ear Event
friends and family. Hosting a charity event will also give your practice exposure to
a larger community.
For Advisor Use Only. Not for Public Distribution.
4 For Advisor Use Only. Not for Public Distribution.
The First Steps to Planning Your Event
Know your purpose
If you want to host an event, identifying its purpose is essential. This step is the foundation for the rest of your
planning process, allowing you to invite the proper audience, set a realistic budget, contract a venue, promote the
event properly and much more.

Setting a Budget
It is important to take into consideration what you are willing to spend on an event early in the planning process.
Remember that certain items will cost more than others such as your venue, catering, or guest speakers. It is
important to evaluate which of these items are the most crucial to running the type of event you desire and
properly allocate the rest of your funds accordingly. If you are a financial advisor, look into co-op sponsorship
from companies. Many are interested in assisting with educational/prospecting events, but be aware there may
be limitations. Send a written proposal to your desired sponsors that include event purpose, speaker’s outline,
proposed budget and how you intend to promote the event.

Choosing a Location
Once you have established a budget, think about the type of venue where you would like to host your event.
Make sure your venue space can accommodate all of your attendees and event paraphernalia such as display
tables, stage and podium area if required and more. Things to take into consideration are:
Audience Size: Determine the audience, both in terms of number of attendees and the method of
communication for the event. If the event is strictly for educational purposes with little discussion, this will dictate
a different set up from an event that includes interactive attendee participation.
Length: If you are holding your event after dinner, it should not surpass 30 minutes. If your event takes place over
dinner, it should not exceed 1 hour.
Convenient to access: Choose a location that is convenient for attendees. For venues that are less centrally
located, be sure to communicate directions for the venue to assist your attendees as best as possible.
For Advisor Use Only. Not for Public Distribution. 5
Capabilities: Find a venue that accommodates event needs such as catering, lighting, AV equipment, including a
microphone if you have more than 30 people, a screen, setup, and logistics.
Communication Method: Select your method for communications to help you determine the room setup. If
you have someone lecturing, the room set up may be theater-style. If attendees need space to make notes and
reference manuals or course materials, you may prefer a classroom-style setup.
Room Environment: Check the event room for temperature, outside noise level and any other distractions that
may detract from the experience.
Staffing: Contract with a venue that has the appropriate staff to assist in the overall event, properly
communicates with you, and is willing to make accommodations to best support your business.
Site visit: Visiting your event site prior to the event is a great way to double check room logistics. It’s much
easier to change seating layout, add extra signage, or test AV equipment several days or weeks in advance rather
than the day of the event.

Choosing a Speaker Important Note
Are you planning to hire a speaker for your
When choosing a speaker be
event? Speakers can make or break your event,
aware that they may have you fill
so if you do wish to hire an outside speaker,
out a pre-event questionnaire.
it is important to remember that quality of
speaker and cost go hand in hand. The below Depending on the speaker you
section provides an overview of what types may also have to sign a contract
of speakers are available for events and and place a deposit.
approximately what they will cost to hire.
Industry Speakers Known As Experts and
Average Presenters
>
While some speakers may be available at no
cost, industry insiders that are considered
Refer to our Critical Questions
experts receive from $250 to $1,000 per
to Ask Before Hiring a Speaker
day. This is appropriate for people with solid
sheet for further information on
content and average presentation skills. Some
choosing the right speaker for
organizations offer a stipend to offset expenses
your event.
including travel and lodging.
6 For Advisor Use Only. Not for Public Distribution.
Industry Speakers Known as Experts and Great Presenters
These industry people are known as specialists and experts
who have strong messages, a well-known name in the
community, excellent content, and fantastic presentation skills.
They should have experience on the topic of your event, and
typically receive from $1,000 to $4,000 a day.
Rising Professional Speakers
These people make a living as facilitators, presenters and
trainers. They have enough demand that they can charge a
higher fee. They usually represent the best new and veteran
professional speakers in their field. They often receive from
$4,000 to $10,000 a day.
Specialty Professional Speakers on the Verge of
Marquee Status
These professional speakers have a specialty niche area or some
type of new fame. They may have published several books.
These speakers often receive from $10,000-$25,000 a day.
For Advisor Use Only. Not for Public Distribution. 7
Advertising Your Event
It used to be costly newspaper advertising was the only option to market your event. The advent of the internet
and social media has made marketing much more economical.
Here are some of your advertising options:
Newspaper Advertising
When you advertise in the newspaper, even a small, local one, you are using the shotgun marketing approach.
Newspapers target people of every age group, profession and interest, which makes it hard to reach one
particular audience.
The percentage of your target market is low, while the cost is high. For most events, advertising in the newspaper
is not a cost effective option.
Magazine Advertising
Magazines usually have a precisely defined target market, so it is easier to reach your ideal audience. If you
need to reach a special industry, industry magazines can be very effective. The drawback is that many magazines
have their deadlines months in advance and can be very costly. However, for the right event, this can be a great
option.
Pay Per Click Advertising
Pay per click (PPC) advertising on places like Google and Yahoo, can drive a lot of traffic to your registration
page in a short time. The advantage is that you are only paying for people who like your ad enough to actually
click on it. A PPC campaign doesn’t take long to implement and you can see the results quickly. Great for
reaching a local market if you have a low cost event with a proven upsell.
Social Advertising
Places like Facebook, LinkedIn and Twitter also offer advertising. The great Keep in Mind:
thing about social media advertising as opposed PPC advertising is that the
Social media is an
social media networks track our interests. Like Google ads, social ads are
inexpensive medium to
mostly PPC although they also offer a pay per impression option. PPC social
advertise your event.
ads are a better option for driving traffic to your registration page than
Feel free to utilize
pay per impression. Social ads are a good option if you know your ideal
Facebook, LinkedIn and
attendee intimately.
YouTube for easy
access to your target
audience.
Please be advised before you begin any advertising program you must check with your own Broker-Dealer/Registered Investment Adviser
compliance department.
8 For Advisor Use Only. Not for Public Distribution.
Throwing an event doesn’t have to be a daunting task. For more
information on how Symmetry can help streamline the process, please
contact our Advisor Services Group at 800-786-3309.
For Advisor Use Only – Not for Public Distribution.
The information is provided to the advisor for his own educational and background use. All information is from sources believed to be
reliable but cannot be guaranteed or warranted. There are many factors that are involved in planning an event and this information is
provided as a guide only and not intended to cover all the unique factors which may be associated with your event.

Please be advised you need to work within your own Broker-Dealer/ Registered Investment Adviser rules and regulations when planning
an event.
For Advisor Use Only. Not for Public Distribution. 9
Notes
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
10 For Advisor Use Only. Not for Public Distribution.