Event Architects To Know in 2024 -Megan Martin
Megan Martin discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Aug 29, 2024
Welcome to the HopSkip Planner Spotlight Series, where we highlight event professionals making waves across the events industry to share lessons learned and raise awareness of their invaluable contributions.
Name: Megan Martin
Job Title: Director of Partnerships and Events
Can you briefly tell us about your background in event planning and how you got started in the industry?
I have been working in the event and hospitality industry for about 17 years. I have primarily worked as a business event professional in the association and corporate event space, but also have experience in event technology and as a convention services manager.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
The first thing I look at is the goal and purpose of the event. Based on what we are trying to accomplish will determine the venue. Factors I consider are things like city/destination, location (airport property vs. downtown. vs. resort), size and scale of the property, amenities, and services provided
What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?
What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?
First step is narrowing down to a few cities or destinations. Then depending on scope and size of the event will determine if we reach out directly, contact the CVB, use a 3rd party sourcing agency, or work through a platform like HopSkip.
My biggest tip for managing financial challenges is to negotiate as much upfront during the contracting phase as possible and try to remove or discount any exclusives the venue may have. The more information and negotiations you can do during contracting reduces the changes of surprise costs and fees later in the planning cycle.
How do you leverage technology to boost efficiency during the planning, execution, and post-event stages? What does your “event tech stack” look like? (For example, using Survey Monkey for surveying attendees post-event)
Technology usage depends on the type and goals of the event. Some events may not have any technology usage other than an RSVP/registration form. Others that are more complex may include sourcing technology, registration, speaker, session and content management tech, mobile app, engagement tools, etc.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Yes! Templates that are flexible and scalable make organizing a lot easier.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Understanding why your attendees are coming and what they hope to gain from attending will help you design memorable experiences. Asking a simple question on registration about what they hope to gain from attending can give you insights into your design and drive a personalized experience at scale.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Open and often communication with all stakeholders.
How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?
What's your go-to plan for handling emergencies or unexpected situations during an event?
Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?
Create moments and spaces for connection rather than leaving it up to serendipitous hallway encounters. Make it easy for attendees to find each other through matchmaking technologies or putting interests on a name badge so people can learn about each other and/or creating networking neighborhoods where attendees can find others with similar interests.
First is staying calm. Things are going to happen and it's mostly about how you respond. I have SOPs and workflows for most emergencies so all we need to do is activate a plan vs coming up with a plan while the emergency is occurring.
There are too many to count, haha. My biggest takeaway when facing a challenge is to leverage your team and network; don't go at it alone if you don't have to. And always make it a learning moment to be prepared for any future circumstances that may arise.
What are the typical steps you take in the post-event phase?
The first two steps are budget reconciliation and data collation. I start by gathering all the data points we collected throughout the event planning cycle. Then we start analyzing the data individually and cross-examining things like comparing pre and post-event data points to gain insights. Lastly, we compare the final actualized budget and data analysis against the goals and objectives set for the event.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
It depends on the goal of the event. Typically we are tracking everything from registration conversions, engagement metrics, session attendance and responses to budget/financial and ROI.
What advice would you offer someone just starting their career in the meetings and events industry?
Be curious and experimental. What works today may not work for your audience tomorrow. Continuing to learn and trying new things will keep you and your events ahead of the game.