6. Offer social media peeks.
While many portions of Tuesday night’s Victoria’s Secret Fashion Show were captured on Instagram videos during the November live taping, Stewart says that social media peeks serve more as teasers than spoilers, and can only benefit the buzz. “Let’s show them the process and bring them along — let’s show them the set, let’s make them integral to the event,” he advises of engaging viewers in the event well before it actually happens.
7. Pique press interest.
Before and during an event, frame storylines that pique press interest. “I’m not saying you have to put jeopardy into everything, but it’s a landslide change for everybody — certainly us as producers — of trying to be clever,” Stewart says. “Here are two people rehearsing, are they gonna get it right on the night?”
8. Tweak according to feedback.
For an ongoing event campaign, listen to your feedback and adjust accordingly. Stewart and his team paid attention to what viewers thought of the 2012 Olympics Opening Ceremony in London, and received requests to slow down some of the cuts in the future. “You’ve got another chance to rectify that the next time around,” he says. Also be sure to weed out the constructive criticism from unsupported complaints.
9. Team management.
When planning an event with group members, select a chair that is organized and who has passion for the team’s mission. Rules to guide you include: (a) know your target audience along with the date, time, location and goals of the event; and (b) develop a work sheet to guide you and your team members for the best possible outcomes. Also, be aware of and plan around religious holidays and already scheduled company events. Establish deadlines for publicity, invitations, decorations, set up and take down, and assign members of your planning team to carry out each of these tasks. At the end of the event always evaluate to determine what went well and what could have been done better.
10. Trust your team.
With so many things to juggle, don’t get tied up in the small details. Instead, entrust those picks to team members who are well-trained and capable. Stewart says each decision should be filtered by how much it’s potentially worth, and then keep your eye focused on the bigger prizes. “If you’re making the thousand-dollar decision, you’re missing the million-dollar decision,” he says.