CRISIS MANAGEMENT FOR #EVENTPROFS

THE GUIDE TO

EVENTS

WHEN THE DRINKS SPONSOR BAILS AT THE LAST MOMENT

The sponsor

suddenly realises

your event is not in

the budget, or the

decision maker gets

sacked before the

contract is signed.

1

•  Call all their competitors

•  Offer a better deal for half the price

•  Demand a quick decision

•  Accept the first competitor to agree

•  Double the amount of brand exposure

•  Promote the hell out of the new sponsor

•  Double the price next year

WHEN YOUR VENUE IS TOO BIG FOR TOO FEW DELEGATES

For whatever reason, not enough

people are coming to your event,

but you are committed to using a

venue which is twice the size you

need it to be.

2

Negotiate with the venue to reduce numbers for catering

(rather than cancelling) and use visual trickery:

• Build expo booths & staging away from the walls

• Make the edges of rooms darker, to draw the focus into

the middle

• Use fewer – not more – chairs than you need

• Move networking sessions to smaller spaces (with lower

ceilings) in the venue

WHEN THE KEYNOTE SPEAKER DOESN’T SHOW UP 3 •  If they are just late, try to

switch with another session,

then reschedule for when they

do arrive

•  Try and find a business

competitor only too happy to

steal the limelight

•  Canvas the delegate list for 3

or 4 experts in this area & ask

them to join a panel discussion

on the topic instead

WHEN SPONSORS AREN’T HAPPY WITH THE NUMBER OF DELEGATES

•  Sit down with your sponsors

and find out what the best ROI

will be for them

•  Devote a member of the team

to ensuring they meet the right

people

•  Try to deliver unexpected value

from the event: free

accommodation, room

upgrades, a better table at

dinner, a post-event mailshot

4

THE PRESS GETS HOLD OF THE WRONG STORY

Your CEO got a little ‘handsy’ at

the gala dinner…

One of your exhibition stands

caught fire…

A rogue tweet went viral…

Two of your VIPs got in a fight…

Your big keynote was a no-show…

5

Journalism is focused on

short-term wins, so take

control. Play the long game.

Don’t panic.

Be ‘flawsome’, own mistakes,

apologise and move on.

Keep in mind what you need

to be remembered one month,

one year from now.

Bury bad news under good.

Spin the positives. Offer

exclusive access & interviews.

Rewrite the story.

THE GUIDE TO EVENTS

For more information, visit www.guideto.events

Photography credits: Nick Kenrick Jean-Baptiste Paris Tim Stubbings Ian Pollen PhotoCindy Joshua Ganderson Jiwasz Habrda