What Happened in Vegas… (a.k.a. The Triumphs and Tribulations of Throwing A Successful Client Event)

We just returned from SURFACES 2010 where we executed a major event for Pergo and its retail partners. The good news is the event was a huge success! It also was a reminder that when it comes to special events, inevitably something will not go as planned. With that in mind, I thought this would be an apropos time to share some special event survival tips I’ve learned through the years:

Tip #1: Good is in the Details

When it comes to events, success or failure is a direct result of the details. Before going into any event situation, it is crucial to make sure that every “i” is dotted and “t” crossed... that every “what if” has been answered and that your “A Game” has a Plan B – just in case. The better prepared you are for the worst, the more likely you are to deliver the best!

Tip#2: Expect the Unexpected

While proper planning is crucial to a successful event, equally important is the ability to think on your feet when something goes wrong – and something will always go wrong. In the case of the Pergo event, we encountered just a few small hiccups, like too-short hotel extension cords and reserved tickets that could only be picked up by the credit card holder (who was back in Chicago). The secret to success is maintaining composure and reacting quickly, quietly and calmly when thrown an unexpected curve ball.

Tip #3: Where There’s A VIP, There’s A Way

When it comes to VIPs, “no” is rarely an option. So, when asked by our client to find tickets to a sold out concert in Las Vegas for one of their VIPs, we were literally faced with the impossible. Undeterred, we hit the concierge desk, got on the phone, and successfully tracked down the sought after tickets. Good client service means not taking “no” for an answer, finding new avenues and going the extra mile to deliver the best possible results.

Tip #4: Don’t Skimp Where it Counts

At any type of special event, there is typically one key thing the guests are coming to see or experience. It could be the food, the venue, a guest speaker or performer. Whatever it may be, do not underestimate the importance of this focal point of your event and, by all means, don’t hold back when it comes to delivering quality. Case in point was our choice of Daniel Negreanu to headline the “Go All In with Pergo” event. While he was at the pricier end of our options, this four-time World Series of Poker Champion brought just the right mix of celebrity and charisma and proved the perfect personality to bring the room and our theme to life while treating Pergo’s guests to an evening they won’t soon forget.

Tip #5: All’s Well That Ends Well

At the end of the day – or the end of the event – success or failure will be written on the faces of your client and their guests. If the end result is positive, odds are no one will remember the little glitches that may have happened along the way. So, don’t get hung up on minor mishaps. Instead, learn from mistakes, celebrate successes, and pat yourself on the back for surviving yet another eventful experience!

Reaching New Heights at the International Builders’ Show

While my public relations career has offered quite a few breathtaking moments, last week I reached new heights! I had the opportunity to coordinate a set of truly dramatic acrobatic performances for the Trex booth during the International Builders’ Show (IBS) in Las Vegas.

To illustrate how Trex is elevating the outdoor living category – literally – we hired a Cirque du Soleil-style troupe to perform aerial shows above the booth. They twisted and twirled gracefully from a ring and a ribbon – all perfectly choreographed to a powerful soundtrack. With three ten-minute shows taking place over the course of a day, we created tremendous excitement among customers, media, company representatives, nearby exhibitors and general passersby. Each aerial spectacular had people stopping in their tracks and blocking the aisles surrounding the Trex booth to snap pictures or just gaze up in awe.

We definitely fulfilled our goal of creating buzz for both the Trex booth and the brand’s new Trex Transcend™ product collection. And I’m looking forward to my next high-flying public relations adventure!

First Media Event of the Year!

Last week I traveled to NYC for my first media event of the year on behalf of Electrolux and Eureka. The International Housewares Association coordinated a fantastic media preview event at the Hilton for editors who want a sneak peek of what’s to come at the Housewares show, which will be held here in Chicago this March.

The preview was a great success and I was so excited to see how much the event has grown from years past. Nearly 60 editors stopped by during the course of the afternoon to peruse the

ballroom filled with exhibitors eager to show off their new products. It was nice to see some familiar editor friends and meet others I’ve worked with only virtually in the past. No matter how many phone calls or e-mails we exchange, putting a face to a name is invaluable in our industry.

If the preview event was any indicator, this year’s Housewares show is going to be stellar. The morale of the exhibitors was up as they showcased a wide array of cool new products and the editors were eager to learn.

Can’t wait for the big show!