5 Top Tips for Event Industry Downtime

It seems we have all followed a familiar process during this coronavirus outbreak. At first, there was denial, watching it from afar, thinking it would never reach the UK, and when it did, we said things like “It’s just the flu.” When the situation got a bit more real, and the effects were beginning to show, first on the empty supermarket shelves, then when events started getting postponed – yeah, there was anger. We went through a period of bargaining – if we only go out for work or a quick run, avoiding other humans, can things go back to normal, please? Then depression, we are told to stay at home, and we worry about our jobs, our businesses. Finally, acceptance.  This is where we are for the next few weeks at least.  And breathe.

Here are our top tips for event industry downtime:

Be proactive and plan for the future

In order to be positive, face forward and get ready for the uplift there are things you can do to feel more in control and get back in the driver’s seat.  Remember all those tasks that you never had time for before? Have you been meaning to update the testimonials on your website? Or chase up that really awesome supplier you heard about? Now is the time. We’ve put together our 5 Top Tips to get your event staffing company ready for the boom that is to come.

1. Assemble Case Studies

Case studies are a vital part of your sales strategy – when appropriately delivered.  Stories are powerful, they are twenty times more memorable than facts. Combine impressive data with a good story and you’ve got a powerful tool to hand! According to the Content Marketing Institute, case studies remain the preferred content format among B2B buyers, with 79% of respondents claiming they’ve consumed this type of content in the last year. B2B buyers aren’t just more likely to read case studies—but much more likely to share them as well. Case studies should tell the story of how your company resolved a problem or added value. There is a lot of content out there on how to create a great case study, I really like this blog from copyhackers which is bursting with tips, but examples of great case studies can be found on Intercom and Hubspot. The key areas they have in common are; they’re easy to read, present digestible data and show clear results.

2. Brush up that Sales Deck

Remember quickly pulling that sales deck together because you were so busy with logistics that there was never quite enough time to prepare your slides in advance? Now is the time! We read this – quite frankly – incredible article by Andy Raskin about how to create “The greatest sales deck of all time.” It hits home just how powerful a resource a well-put-together deck can be.  Similar to Case studies, your sales deck should tell a story. Your decks should be customisable for each prospective client. Create a suite of slides you can choose from so each presentation feels bespoke. If personalised emails earn 26% higher click-through rates -imagine the impact of personalising your sales decks too!

3. Organise your Online files

It may seem like housework by this point but organising your file servers will…serve you well in the long run. The problem with online or digital files is – unlike the stack of paperwork on my desk I’ve been ignoring for half a year – you can’t see them. This means you don’t realise the extent of your problem until you can’t find that file. No excuses, you have the time, and that time is now. There are three goals you’ll want your filing system to achieve:

Easy to File– You don’t want your system to be a confusing maze, leading to dead ends. You want it to be fast and easy to save files so your system does not cause friction. Easy to Find – You want your system to make it easy to find the file or folder you need, either by poking through folders or using search. Reusable – Where possible, you want to use reusable templates and naming conventions, both of which support the previous two goals.

Shareable – make sure everyone who needs access to those documents has access, and to the right level (i.e. read-only/edit etc).

4. Review Supplier List

When this is all over demand is going to spike, which means competition will be fierce. Catering, entertainment, experientials, AV, tech  – all those elements that make a great event special. Who doesn’t want an edible bubble volcano, or a branded GIF booth, at their next event? You’ll want to show your clients you are on the ball and up to date with the best suppliers on the market. Use this time to review your supplier list, and perhaps create slides for each of them to include in pitches. A lot of performers will be feeling really nervous at this time, perhaps schedule video auditions for new performers, or express your interest – it will go a long way to the collective positivity! Or create a black book of suppliers, complete with riders.  Event Industry News has an impressive suppliers list to work through!

5. Streamline Internal Processes

All of the above really boils down to one thing – reviewing your internal processes and making them as sleek as possible. Break your current processes down into a series of actions or steps taken in order to achieve a particular end. This can be broken down into these three questions:

• What roles are involved in delivering your service?
• What do you do at each step?
• What changes as a result of your actions?

Event Staff Onboarding

A really useful process to look at, and one which will save you a lot of time in the future, is Onboarding.  Onboarding, induction or orientation training, is a great way to get your new hires to be productive quickly, and boost engagement and retention. A carefully planned onboarding process will also enable them to understand your expectations and the processes in place to help them. Get ahead of the game by doing this online so when the industry recovers your event staff can hit the ground running. There are tools out there for this such as Talent LMS, and Enboarder who claim to “turn hiring managers into onboarding rock stars”! There are also free templates and tools available from Sentrifugo and Smartsheet.