I’ve noticed that our society is overwhelmed with a sense of casualness; no one dresses up for work and retail staff no longer have that innate need to serve at work (but do have an incessant need to text!). We visit tradeshows where we used to be greeted by enthusiastic sales folk – impeccably trained and thoroughly knowledgeable – who are often now ill-prepared, with limited product knowledge and worse, sitting down, eating and/or socializing while working. We’re hiring a new generation of staff and – don’t get me wrong, I find today’s youth full of potential (having five of my own) – but they need to be taught the rules and requirements for working events. Guests expect excellent service. Their experience is enhanced tenfold when staff is friendly, prompt, professional and knowledgeable; and when they are greeted in an upbeat manner, they feel good.
When we plan an event we are creating an experience for people. Everything from the greeting, to the service, to the food and the music are crucial elements that need to be executed flawlessly and professionally. To ensure seamless execution staff is critical. They can either make or break an event experience. In my opinion, staff is too damn casual nowadays. Staff NEED to be reminded to review all requirements in advance of an event: To not sit down during their shift (unless it is required), not to eat or drink while working, to dress appropriately, etc. The onus is on US, the event managers, not the staff, to ensure they are appropriately prepared and knowledgeable. Detailed staff updates must be sent to all in advance. A pre-event conference call is also suggested and it’s mandatory to have an on-site run-through of all duties, responsibilities and expectations with your staff.
The onsite event manager also needs to allocate ample time for set-up, which includes having all unsightly items such as boxes or packing materials put away to allow for a neatly prepared entrance and event space. You should always ensure that your event staff is 100% ready at least 30 minutes before your doors open. There should never be a scramble as your guests arrive – that’s like telling them that they weren’t important enough for you to be ready.
When you’re responsible for volunteers, your job becomes more difficult as they are not being paid. But you still need to clearly articulate the importance of the role and what is expected of them. I would suggest that you do this well in advance of your event to allow those people who are not up for the challenge to respectfully defer.
My recent frustration at events that I’ve attended lately is not the staff but the planners who have not completed their due diligence. Your staff is a mirrored reflection of you and your event; make sure that they are prepared to make the event a success for everyone.
I have a strong affinity to the Mad Men way of preparation. You would never catch Don Draper ill-prepared for a client pitch. His ad agency’s excessive research, brainstorming and over-the-top scrutiny of details serves as an example for event planners everywhere. Let’s help shift this imbalance of casualness back to good, old-fashioned, proper etiquette and guarantee our guests’ experience is memorable in the most positive way.
