Avionics News December 2016 - 53

can get plastic glasses with your logo. Consider table tents or
the staff. By the end of the dinner, the president was feeling
signage. For an EAA AirVenture media lunch I planned for
no pain. He was happy and praising employees for their hard
an airframe manufacturer, I found a bakery that made cookwork and loyalty and telling wonderful war stories. All's well
ies with a company logo. It was a thin piece of edible paper,
that ends well, and he wasn't driving himself home.
printed with the logo, which went on top of the cookie. The
Establish a "no clotting" rule. If you are mixing employcookies looked fantastic. Another branding activity is to have
ees with customers, media or others outside the company,
your president stand at the door and greet every guest. What
explain to the employees the importance of their mingling with
an impact that would make on both employees and customers.
the guests. You often see employees on one side of the room
Do a mental rehearsal of the event. Imagine your guests
and guests on the other at these events, somewhat like boys
arriving. Is it clear where you're located? Airports, even small
and girls do at junior high dances. Some employees, especially
ones, can be confusing if you're not familiar with the layout.
those who don't often interact with customers or media, need
Where do your guests park? Is there enough room? For a
some encouragement to be social and reminded that all they
conference I was involved in, the organization had the main
have to do is make small talk. There is no pressure to say anyhotel and an overflow hotel. No one thought of the overflow
thing profound. Some companies have a rule that you can't be
hotel participants arriving in winter. The
with more than one other employee at a
guests had no place to put their coats
business event.
other than lugging them around all day.
And then, there are the critics. I
IF YOU'RE NOT
Go through the event in detail, covering
once planned an off-site multiday sales
everything from adequate (and clean)
meeting that included spouses. One
EXCITED ABOUT
restrooms to seating, microphones, phoday, one of the spouses said to me, "My
YOUR EVENT,
tography, and a time schedule.
bacon wasn't cooked right at breakfast."
If there are more than a dozen peoI truly didn't know how to respond.
ple, use a microphone. It's not informal
Later, when telling a friend, she shared
or relaxed when guests must strain to
a great technique. Buy a little notebook,
hear the speaker.
the kind that fits in your pocket, and
Double-check and triple-check with
whenever anyone complains, simply
your vendors. Long ago, I got over fearing that I was viewed
whip out your notebook and start writing. She says the comas a pain. I'll call the florist, the caterer, or any vendor a numplainers are happy to see you "doing something." Of course,
ber of times up to the night before and the day of an event. I'll
there are some valid complaints and it's good to have a note
confirm the date. I'll confirm the time. I'll confirm anything
on those, as well.
that occurs to me. I warn vendors I am going to do this and
Do a postmortem of your event, even if it's just for
ask that they humor me. The day of the event, I have all conyou. You can either write a formal report or make notes for
tacts and cellphone numbers with me. When the florist is late,
yourself. If you are hosting an annual event, include when
I don't want to be desperately trying to remember the florist's
you sent out the invitations, how many RSVPs you received
name and phone number. Bring your contract, if you have one,
versus how many people showed up. Make notes about big
so you can confirm that you're getting everything that's been
items and little details, and think of ways to enhance next
ordered, including all menu items.
year's event. Write about the menu and the popularity (or
The following day, I like to email or make a quick phone
lack of) of your offerings. Your memory will fade during the
call to my vendors thanking them for doing such a good job.
year, and you'll be thrilled to pull out last year's report when
Few people do this, and you'll stand out as a good company.
it's time to plan.
Be proactive in pointing out the VIPs. There's nothing
Once your event is going, enjoy yourself. No one wants
wrong in making sure your boss (or your best customer or
to see you wringing your hands all upset because dessert was
honored employee) gets gold-star treatment. To make sure that
five minutes late. Despite your best planning, something may
happens, point them out to the wait staff or on-site manager
go wrong, and people will let you know so you can do better
explaining any particular instructions you think are approprinext time. If I am ever a guest at one of your events and see
ate. For example, I once worked for a company president
you across the room with a concerned look on your face talkwhose pet peeve was having to ask the waiter to replenish his
ing to someone while writing in a notebook, your secret will
cocktail. "Make sure his glass is never empty," I instructed
be safe with me. q

WHY SHOULD
YOUR GUESTS BE?

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