If public speaking is the number one phobia, interviewing someone in front of an audience must run a close second. It’s one thing to be responsible for the words coming out of your own mouth. It’s another to not only bear that burden, but the weight of what someone else says as well. I’ve learned this “on the job” over the past two months after becoming a volunteer co-director of the Hong Kong chapter of Startup Grind, a global event series, backed by Google for Entrepreneurs, that seeks to inspire entrepreneurs and wannabes by conducting fireside chats with successful entrepreneurs and investors.
After our most recent event, I was approached by an attendee, Corey Montie, who I could tell was barely able to contain himself. But he wasn’t laughing, and he wasn’t excited. The first words out of his mouth were “I’ve managed events for 10 years and….” What came next was some great constructive criticism on how to conduct an interview in front of a live audience. It turns out Montie had a successful stint as an entrepreneur in the United States, managing events related to outdoor adventure education, teambuilding facilitation, and urban activities. Now he’s in Hong Kong looking to shake up the events management scene here. As we chatted, the feedback Montie gave me was so good I asked him to write it down, plus anything else that came to his mind, and send it to me so I could apply it at future events. When he sent it over, I realized he had given me the makings of a great article.
Here are Montie’s top three tips for managing a live event.
1. Control the event. It is critical that you keep control of the conversation and ensure that everyone gets the information they are attending for. This requires the following:
- Sound - Use microphones. Some people speak more quietly than others. Some venues don't carry sound well. Some people sit too far away. Whatever the reason, use microphones to ensure everyone can hear clearly.
- Moderation - Keep control of the speaker/interview. Keep him on topic. Keep him concise. Ask relevant questions that perhaps you get from attendees ahead of time or at registration.
- Time - Stick to your timetable.
Move topics along to ensure you cover everything you want to. People can always discuss something afterward in their own time and this makes for a more engaging networking anyway. Give yourself a set time for both the interview and the Q&A. Make interruptions where you have to and don't run long. - Teamwork - These events require at least 3 people to always be working. One person moderates. One person controls a visual timer. One person monitors the A/V and runs an active social media stream.
2. Create clear expectations. The choice of venue and how you promote the event sets expectations. If you cannot deliver on those expectations, no matter how great the speaker is, then your event will leave a bad taste in people's mouths.
- Refreshments! Including networking, these events will last at least 2.5 to 3 hours. Provide some basic water/soda/light snack refreshments for people.
- Location - Pick venues that are easy to find and easy to get to. This will help increase attendance.
- Signage - Have clear locations, signs and staff to help people get checked in to the event and know the layout of the venue and the event schedule.
3. Branding. Make sure people know who you are!
- Pre-event - Utilize your community and social media to make sure people know about the event. Facebook, Twitter,
Google +, FourSquare, MeetUp,LinkedIn , Eventbrite/eVite, etc. Get your logo and your hashtags out there! - At the event - Print name tags for those who RSVP ahead of time and have your logo on the name tags. Make sure multiple signage is visible. Provide small leaflets for attendees that tell them about the group, about the event and how to stay in touch.
- Post event - Send newsletters and thank you emails. Post recaps and video clips of the event. Keep the branding going up until the promotions for the next event.
- The team - Make sure you and your team know what kind of brand personality you want to give off. Know what you want to say to attendees, vendors and speakers.
- Small extras - Work with other vendors/sponsors to add small extras to the event that make it a more robust experience.
Do you have experience managing events? What are your tips?
Joshua Steimle is a Hong Kong based entrepreneur. Connect with him @donloper.
