The recent completion of the launch of a client’s new event has given me the opportunity to reflect a bit. As with any new project, there was plenty of uncertainty that required educated guesses, as supported by the best possible research done prior to the launch.
The Launch
At first, there’s the excitement of the planning and scheduling, together with the sobering commitments in terms of hotel contracts, staff hires, etc. Then, you begin to execute the first parts of the plan. At this point – before the ‘rubber hits the road’ – everyone’s on board.
The “Rubber Hits The Road”
But inevitably things begin to slow down. Perhaps there’s a missed milestone or two that prompts your staff to look to you for a smile and encouraging word that will keep the momentum going. The conference program is completed and you begin the marketing effort. In my case, that took place in the darkness of winter.
At some point, doubts emerge when it becomes clear that you’re not going to hit your stretch goal. You wonder whether you’ll even hit the key point of demarcation that distinguishes a good event from a bad one. It’s not the first time you’ve seen how the sausage is made, but familiarity and experience do not make it a comfortable situation.
What to Do Now?
You trust yourself. After all you did the research and the research indicated that you would be successful. It projected that you could attract an audience, even in a crowded field, and make some money. You have complemented that research by hiring an experienced staff that’s better at their jobs than you. You trust them and yourself, given your 20+ years of addressing challenges, regardless of the situation.
You have to stay the course with your plan, but also be attentive to whether things really are not working. If so, you need to be smart enough to make the right adjustments in the right places.
As the leader, you must smile in public, although that does not prevent you from venting in private. You offer reassurance to everyone that success is achievable. And you offer the necessary energy to ensure that everyone continues to make their best efforts in pursuit of that success.
In times of distress, I return to the famous Tom Peters blog about the recession of 2008. It’s as applicable as how to behave when things with an event as it was to surviving a major economic downturn. I encourage you to read it.
Just remember: never give up.
The Outcome
Oh, by the way – the event went great!