Attending events helps planners to build connections and learn more about the industry in an engaging way. Photo courtesy of National Association of Mutual Insurance Companies

Executing that first event runs the emotional gamut — from excitement to anxiety to exhaustion. As the planner, you are ultimately responsible for every detail of an event, whether it’s a small executive retreat for a company’s core leadership, a business expo expecting thousands of attendees or something in between. Seasoned planners will attest the weight of responsibility is heavy, but it’s possible to carry it all successfully.

Planning a meeting or other corporate event is not like planning a party at someone’s home. New planners might be surprised at the real demands and scope of the job. “Event and meeting planner” often appear on lists of the Most Stressful Jobs. The hours are long and often fall outside of the typical 8-4 or 9-5 window. The job moves at a fast pace and often requires planners to pivot or come up with a creative solution to an unforeseen issue quickly — sometimes within minutes. But in today’s business world, the work of an event planner and the gatherings they execute are critical for professional success.

“Over the years, I’ve seen meetings and events evolve into strategic platforms that not only support professional growth but also strengthen company culture, drive revenue and fuel innovation,” says Meg D’Angelo, CIS, vice president of sponsorship, events and hospitality at Lincoln Financial. She is also the current board chair of Financial & Insurance Conference Professionals (FICP).

D’Angelo has seen the planner’s role change over time. “The industry has evolved to encompass so much more in the planner role, and senior leadership values these contributions,” she says. “The planner is seen as the hub for all things associated with the event — managing relationships, both internally and externally, and connecting the dots and resources for a successful experience for all parties.”

Lifelong learning

Becoming successful in any industry starts with building your knowledge base and necessary skill sets. Event planning is no exception. Besides learning the ins and outs of planning a wide range of gatherings, familiarize yourself with the industries you serve. Insurance and financial services can be complex and highly detailed, so as a planner, it’s important to have a basic understanding of common terms, industry jargon and the latest “hot topics” within the industry to guide your work.

“Our industry is governed by complex compliance rules and regulations from the Financial Industry Regulatory Authority (FINRA). Be sure to understand these rules and have an established relationship with the compliance team for gut checks,” D’Angelo suggests. “Also, take the time to understand the business whose event you are supporting, including key leaders, competitors and products. You want the business and its leaders to see you as an extension of their own team, so have your background knowledge ready!”

Crista Hassett, SVP, events, education and association services for the National Association of Mutual Insurance Companies (NAMIC), has planned events for the insurance and financial services industry for over 20 years. “Insurance is a highly regulated industry,” she points out. “Understanding that and what it could mean for your event — such as the type of content you can have — is important.”

Getting started

Once you have foundational knowledge, it’s time to put those skills into action. Staging that first event can be overwhelming at first. Find a method to keep your notes and documentation organized. “Getting organized is a top priority,” says Melissa Mohr, president and founder of Mohr Coaching and Development. She is also a licensed insurance professional currently serving as chief communications officer for Women in Business and has planned and executed dozens of industry events throughout her career.

“I always tell people to start backwards from the event date to develop your timeline so you know when you have to start talking to caterers or others vendors. Start with your end goal, work backwards and stick to that schedule. Track every little detail, whether it’s in a spreadsheet or project planning software,” she says.

Tracking a large amount of detail is a huge undertaking, but all in a day’s work for an event planner. “There are so many components of an event, being organized is just crucial,” Hassett says. “You’re often working with multiple vendors and partners, and everyone looks to you to ensure everyone is on the same page. Being organized is the only way to make that happen.”

One of the biggest lessons Hassett learned in her career is never to assume anything, and to document and check it all from start to finish. “When I hire and onboard new planners, that’s the biggest thing I tell them,” she says. “Anytime something was missed, it’s because someone made an assumption. It needs to be in writing, and you need to be watching that it was actually done the way it was supposed to be.”

A new planner who is shadowing an experienced staff member should watch and learn until they are comfortable in the role. When they have a few events behind them, they will develop their own strategies for planning and tracking each component of an event.

Every event starts with a budget. You need to know right from the start how much you have to spend. Mohr says it is important to know the amount you have to invest, the cost of reserving the venue and securing a block of rooms if necessary, the size of your marketing budget and what risks you are willing to take financially.

For most planners, major expenses are venue, F&B, lodging, transportation and costs associated with the content, especially if you are looking to book a top-tier keynote speaker. “Managing the budget is one of the most critical skills any planner can master,” Hassett says.

Work with your company to determine where they want to focus their spending. Track expenses and keep them informed every step of the way so there are no surprises when they get the invoice.

Know your audience and have a clear goal. “The planner should really have a good understanding of what type of audience they are planning the event for,” Hassett says. For instance, she says a broker or agent audience will be focused on networking — how they can foster engagement and make connections. “Underwriting would be more focused on technical skills development, so they would focus on education, educational resources and talking to peers about challenges.”

Other considerations

When the major expenditures are in place, focus on the details. For example, with F&B, attendees expect a variety of options that address dietary restrictions, food allergies or other considerations. “You have to decide on the menu — the meals and snacks. You want to have options for attendees with special dietary needs. You need to have something to keep people hydrated, so you may want to have water or iced tea available outside of the breakout rooms, and snack-like items like sliced fruit, so attendees can keep up their energy,” Mohr says.

Consult with your company about their preferences, then meet with the venue’s catering manager. Does your client want a special menu, or are they satisfied with the items on the venue’s catering menu? Are customized choices possible? These are questions to ask the catering staff.

If the venue doesn’t have a hotel onsite, you need to arrange lodging and possibly transportation. Does the hotel have a shuttle and is it complimentary?

You are also responsible for handling any legalities that arise from execution of your event, such as event insurance or obtaining permits from your host city. “If you’re having an event at a venue like a convention center, their staff will probably have it for you, or can guide you through the application process,” Mohr says, adding, “you’ll need a permit for anything that has a street-vendor-like vibe to it.”

Don’t be afraid to reach out to your mentor or another experienced planner if you feel overwhelmed or just have questions. D’Angelo suggests both finding a mentor and joining industry associations to build your professional network. She’s personally found tremendous value in being an active member of Meeting Professionals International (MPI) and FICP. And don’t be afraid to share your own creative ideas, D’Angelo urges. “An event doesn’t always have to be done the way it’s been done in the past.”

Besides expanding your broader professional network, surround yourself with a team close to home. This is the group who will support you personally and professionally and give you a pep talk when you need one. “There will be times when you’re insecure as hell,” Mohr says. “Learn how to grow your self-confidence by surrounding yourself with a team that will help you grow. It can be a team of paid coworkers or volunteers who will lift you up. You want a team that will be supportive, not reactionary. They can help you refocus and be fluid about the things that will go wrong.”

From a personal comfort standpoint, D’Angelo advises, “Wear comfortable shoes, have a snack in your bag, and don’t forget to drink water! Always have your planning documents easily accessible to refer to while onsite.”

Follow industry trends

Learning doesn’t end with your all-important first event. It’s really just getting started.

Event program content is driven largely by trends and educating industry professionals about what’s new, current challenges and best practices — what your peers are doing, and how they are doing it. It’s part of your job as a planner to follow these trends. Keep a finger on the pulse of the meetings and events industry and what’s going on in insurance and financial services.

In Hassett’s two decades as an event planner in the insurance and financial services industry, what started as a trend — greater reliance on technology — has become standard practice. “When I started 20 years ago, I was still doing paper handouts and surveys. Now it’s all tech-based,” she says.

She predicts there will be yet a greater dependence on tech going forward, particularly AI and customization. “We have the opportunity to personalize an attendee’s experience using AI. Think about how you use Amazon and the content is customized for you. I really think the events industry is going in that direction.” She sees a greater push toward using technology throughout the event planning cycle, from sending the first event announcement to submitting the final client invoice. She also anticipates a greater emphasis on networking opportunities and including gamification into program content.

Currently, D’Angelo is seeing more of a shift toward personalization and experiential elements. “Attendees increasingly expect tailored content, curated networking and immersive experiences that align with their business goals,” she says. Whether it’s an AI-driven agenda recommendation or a hands-on activation that brings brand stories to life, the focus is on creating meaningful, memorable engagements that drive real value.

Planners are taking deeper dives into event data to strategize various elements of the planning and execution process, from marketing to post-event engagement. “Send surveys to key stakeholders to help define attendee behavior and preferences. This will help enable teams to build out future event strategies,” D’Angelo says. It also gives planners the possibility to prove a return on investment as they look at the impact on the business due to the event.

From a project management perspective and tracking every event detail, Hassett is still an Excel devotee but says she’s impressed with the event management software that’s launched over the last decade or so. “Event management platforms have really developed into something exceptionally better than they were 10 or 15 years ago. We’ve utilized a platform that helps us manage events from end to end. If you find the right tool for your line of business, you’ll find an immediate ROI,” she says, adding that, as tech evolves, planners will only really use the tools that help them.

Grow your knowledge base constantly, Hassett advises. She suggests following trade organizations like the Event Industry Council to keep up with trends and what’s going on in the industry. “The Events Industry Council and groups like them really have their fingers on the pulse of the events world. In 2020, we had to pivot very quickly, and they really helped us,” she says.

Hassett adds that it is critical to stay engaged and constantly think about various elements of an event and how they might be affected by different factors. D’Angelo recommends newer planners attend her personal favorite event: the annual FICP Education Forum, which offers planners best-in-class content in a more casual, relaxed environment.

Global events like a pandemic might only happen once in a century, but circumstances like inflation, weather conditions, travel restrictions can happen at any time and potentially impact your event.

Follow what’s happening in the world so you can develop contingency plans as necessary. “What will travel look like? What will my budget look like? What and where are the new builds? Where are the destinations people want to visit? You have to have your finger on that pulse at all times,” Hassett says. Lack of information could mean a missed opportunity or an event that didn’t live up to its potential.

All worth it

After the swag bags have been distributed, the attendees have departed, the surveys have been collected, and the invoice has been submitted, congratulate yourself and the team who made it all happen on a job well done.

Give yourself a day or so to regroup, then get ready for an event debriefing and to do it all over again for the next event. Treat each one as a learning experience. Find the fun in the long hours and coordinating the seemingly endless details. The
end result and the client’s satisfaction will be worth all the time and planning. I&FMM