On this week’s Event Essentials we talk with Gus Pine, Vice President of Regional Partnerships for the Greater Lansing Convention and Visitors Bureau, and Scott Keith, President and CEO of Lansing Entertainment and Public Facilities Authority.

Remember to listen to Event Essentials every Tuesday at 11:00 a.m. (repeats at 4:00 p,m., 9:00 p.m., and 2:00 a.m.) on www.michiganbusinessnetwork.com, where we discuss Events and how they relate to your business. Also check out our Event Essentials page on facebook.

An “experiental” event refers to an event that engages all of the senses. What we’d like to focus on is how the event is experienced from the perspective of the attendee. They are the reason we’re there in the first place, so why not give them an experience worth remembering? There are so many aspects and intangible factors that go into making an event memorable, it’s probably a good idea to explore some of the senses further.

Sense #1 – Sight

This is probably the sense with which most of us most easily identify. When you walk into a room, you’re immediately bombarded with visual stimulation. What we’d like to do is look past the obvious and see what else is often overlooked. Take for example a simple projection screen; it’s easy to picture and practically a standard fixture on any event. Now think about the location from the audience perspective. Is the screen visible from all the seats in the room? What about the size? Is the picture large enough that all the content is easily understandable? Will the staff and/or presenter be walking in front of the projector constantly? Here’s another favorite, the old “lipstick on the water glass” routine. If I see lipstick on my glass or cup, I begin to question the sanitary practices of the venue. What we see impacts and influences our overall impression of an event.

Sense #2 – Sound (Hearing)

Sure we could mention the obvious “lectern with a microphone” scenario, but that’s just too, well, obvious. Let’s look (listen to) the larger picture (sound scape). What about the back hallways? Will the servers be passing back and forth pushing carts and talking loudly? Is there construction nearby that requires small explosives? How about the air conditioning in the room? Is it too loud? What about the buzzing of the fluorescent lights? These things can be an auditory disaster and distract an attendee, thus guaranteeing a big fat fail in the “did we achieve our goals?” category.

Sense #3 – Touch

Touch can make or break an event. How many times have you sat in a banquet chair and constantly fidgeted because it just wasn’t comfortable? Have you used a napkin at a luncheon and it felt like sandpaper? Touch is often intangible, yet can have a big impact on the success of your event.

Sense #4 – Taste

This is one of my personal favorites. I’m all about the food. What I mean to say is, I REALLY like to eat. I like to eat things that are healthy and all natural. I like to eat things that can withstand a nuclear blast and will be feeding the last survivors (read: roaches) in 100 years. My point is this: take care when planning and executing the meals for your event. It’s hard to please everyone and sometimes you have a limited budget; take that money and put it to good use. Consult with the venue’s chef. Have a conversation and get their input. Explain your goals and objectives. Often times they will have great suggestions that fit within your budget and still be crowd pleasing. The most important piece of advice I can offer is to NOT go with the usual chicken, roasted red skins or mashed potatoes, and green beans (or asparagus if it’s a “fancy” dinner). Be creative and give the chef some leeway.

Sense #5 – Smell

Don’t hold your event somewhere stinky. Seems easy enough, right? You would be surprised how many times we’ve attended events and the place stank. Literally, not figuratively, stank. The smell can be an odor you would normally find quite pleasing, such as french vanilla. Try to avoid scented candles as part of the centerpiece. One scented candle smells great. Two hundred scented candles make my tenderloin taste funny. Also, pay attention to things like bus parking near your outdoor event. Nothing like the smell of idling buses spewing diesel fumes to make everyone light-headed and nauseous. I don’t think it’s really necessary to state the obvious regarding proximity to the local landfill.

Take your time when planning your “experience” and pay attention to how things will affect all the senses of your attendees. Visit the venue and walk through the entire event. Look at sight lines. Will the sun be in your guests’ eyes at a certain time of day? Is the décor appropriate for the space? Listen to the sound of the room. Do the soda gun pumps run whenever the bartender pours a drink? Does the exit door slam whenever a guest leaves the room? Feel the furniture your guests will be using for their conference. Are the seats comfortable or does it feel like sitting on a board? Does the toilet paper have a grit rating like sandpaper? Too much information? Your guests won’t think so. Taste the menu items the chef recommends. Be bold and creative. Who wants another chicken dinner? Take a deep breath and truly smell the space. Is there a funny odor coming from the kitchen? Does the carpet smell musty or like smoke? Is there an asphalt plant nearby that begins production at the same time as your event? Are you wearing too much (or any for that matter) perfume?

Use common sense(s) and you’ll produce an experience your guests will never forget.

We spend time this week talking with Fabian Gomez, Director of Operations at Meet Las Vegas.

Remember to listen to Event Essentials every Tuesday at 11:00 a.m. (repeats at 4:00 p,m., 9:00 p.m., and 2:00 a.m.) on www.michiganbusinessnetwork.com, where we discuss Events and how they relate to your business. Also check out our Event Essentials page on facebook.

The first question you have to ask yourself is, “What is a sponsor?” This is someone you want to give you a product, service, or cash. The best way to think of a sponsor is to think of them as your “Event Partner”. Using this thought process you’ll better find the right match for your event. Keep in mind that the sponsor wants something from you in return. This brings us to question number two.

The second question to ask yourself is, “What do I have to offer?” Sponsors don’t sponsor based solely on your pretty face and sparkling wit (Well, most of the time). They will want something in return. This is referred to R.O.S., or Return On Sponsorship. This could be in the form of advertising, event signage, or stage time. You have to make sure what you’re offering is in line with what you expect from your sponsors. For example, don’t ask for $5000 cash and offer a logo in the program as the return. That’s just not good business.

We spend time this week talking with Betsy Wiersma, CSEP from Wiersma Experience Marketing and Mary N. Litzsinger, CSEP of VP Events, Inc. about event sponsorship and tips for making smart connections with potential event partners.

Remember to listen to Event Essentials every Tuesday at 11:00 a.m. (repeats at 4:00 p,m., 9:00 p.m., and 2:00 a.m.) on www.michiganbusinessnetwork.com, where we discuss Events and how they relate to your business.

Okay, all the previous definitions were directly lifted from the Dictionary.com website, with the exception of the last. That was my own doing. Pretty much sums it up, right? Wrong! The whole idea, concept, field, profession, etc., of presenting is both deep and complex. There is a psychology to proper professional presenting (lots of p’s there) and to ignore some time honored and carefully crafted techniques can land you in the middle of a snooze fest, or worse, out of a job.

How often do you think about who will be in attendance before you begin your presentation preparation? You do prepare in advance, right? How about the time of day? What about lunch? Microphones? PowerPoint slides? Lighting? These are just a few considerations to take into account while preparing for that time on stage.

There is so much information to consider, it’s often best to get some help while creating your presentation. For example, do you know what color works best for the background of a PowerPoint slide? What about the color of the font? How big should your letters be on the screen? Should I write out my script on the slides for the audience to see? Next, think about your audience and how you want to deliver information to them. Will you be having roundtable discussions? Who will keep the audience focused and moving forward in a positive direction? How do you keep them focused on you and not the sunshiny day right outside the window?

We spend time this week speaking with Aaron Wolowiec, founder and president of Event Garde LLC about presenting, how to present, and some tips and tricks to help make your presentation the best darn presentation it can be. Oh, and one more thing, we discuss one of the greatest presenters in the history of presenting, Steve Jobs, and why he was so successful. Hello, Apple Computer? Anyone? Pixar? Ringing a bell yet? You can listen to the interview with Aaron here-

http://www.michiganbusinessnetwork.com/radio/2012/01/17/Event_Essentials_S2_Aaron_Wolowiec
http://www.michiganbusinessnetwork.com/radio/2012/01/17/Event_Essentials_S3_Aaron_Wolowiec
http://www.michiganbusinessnetwork.com/radio/2012/01/17/Event_Essentials_S4_Aaron_Wolowiec
http://www.michiganbusinessnetwork.com/radio/2012/01/17/Event_Essentials_S5_Aaron_Wolowiec

Remember to listen to Event Essentials every Tuesday at 11:00 a.m. (repeats at 4:00 p,m., 9:00 p.m., and 2:00 a.m.) on www.michiganbusinessnetwork.com, where we discuss Events and how they relate to your business.

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Over the coming weeks we’ll be featuring different Westone products and introduce you to new possibilities in music enjoyment. Call Jim at 517-908-0013 to discuss Westone and how to change your perception of music.

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