Natasha Botbijl, Certified Corporate Event Planner, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 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: Natasha Botbijl | Certified Corporate Event Planner
Job Title: Event Specialist
Can you briefly tell us about your background in event planning and how you got started in the industry?
Beginning my event planning journey about 15 years ago with a strong background in psychology and business administration, I initially specialized in retreat planning for small businesses, which came about after I was asked to plan retreats for some speakers I was networking with at an annual seminar. This early phase also involved creating online courses to share my expertise in this area. My career took a significant leap forward as I earned a certification in Corporate and Destination Event Management, which enabled me to manage an array of large-scale events, including conferences, roadshows, tradeshows, and galas. Further enhancing my skill set, I pursued additional education in festival and sponsorship management.
A pivotal aspect of my career has been working with Fortune 500 firms in the tech industry, where I played a key role in organizing sales-focused events that demanded a deep understanding of global engagement strategies. This and other experiences in the field of events afforded me the opportunity to collaborate with various organizations worldwide, ensuring that I obtained a global understanding of events. Additionally, I have been privileged to work with women-first organizations, designing events that champion women's achievements and contributions across industries.
My expertise also led me to a directorial position at a firm known for its specialization in corporate events for a diverse clientele, further broadening my professional repertoire. Most recently, I ventured into the construction and oil and gas sectors to expand my event planning prowess into uncharted territories. This strategic move not only diversifies my portfolio but also reflects my continuous pursuit of innovation, professional growth, and the ability to adapt to and thrive in new industries.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
Selecting the ideal hotel or venue is inherently challenging, as no location can perfectly meet all preferences and requirements. Recognizing this, my initial step is to establish a rapport with the sales manager. A strong relationship with the individual responsible for supporting your event significantly streamlines the planning process, making it more manageable and efficient.
Furthermore, I meticulously assess the venue's commitment to enhancing its service, atmosphere, and overall client experience. A venue that has not innovated or upgraded its facilities in over a decade is likely to lack the flexibility and enthusiasm necessary to deliver the high standard of service and experience that I expect. I also prioritize sustainability and the venue's strategic plan to integrate Diversity, Equity, and Inclusion (DEI) principles into their operations. While achieving perfection is not the objective, fostering collaboration and a shared passion for excellence always remain paramount in my selection process.
Additionally, I prioritize venues that narrate a compelling story through their branding and client experiences. Exceptional venues distinguish themselves with unique settings or standout features, aligning closely with my personal preference for spaces that not only host events but also enrich them with distinctive character and ambiance.
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?
When initiating the venue selection process, my primary action is to engage in detailed discussions with the immediate stakeholders of the event. This involves understanding their vision, identifying their constraints, and elucidating their critical requirements in their own terms. Following this, I proceed to craft a concise and clear Request for Proposal (RFP) to circulate among our preferred partners or venues. This list may expand as I explore new networking opportunities or upon stakeholder recommendations for novel locations.
In situations where I am navigating an unfamiliar city, I rely on my established relationships for venue suggestions, aiming to streamline the selection by initially limiting the RFP distribution to a select group. This approach ensures respectful use of the venues' time and allows me to focus my efforts more efficiently. After gathering the responses, I reconvene with the planning team to present the top contenders, collaboratively refine our choices, and then negotiate the contract. This structured yet flexible methodology ensures a thorough and thoughtful venue selection process tailored to meet the event's unique needs while optimizing stakeholder satisfaction.
Navigating financial challenges in event planning often stems from an initial misunderstanding of the client's event hosting objectives. Whether the aim is to generate profit, enhance marketing efforts, foster collaboration, or promote employee development, it is crucial to clearly define these goals. My experience has shown that clients frequently confuse goals such as profit with marketing or collaboration with growth, each demanding distinct levels of stakeholder buy-in and engagement. Clarifying the primary purpose of the event enables precise budgeting for various event components.
Another hurdle involves discerning the critical elements that ensure an event's success and determining the appropriate budget allocation for these priorities. Key considerations might include audio-visual equipment, décor, catering, or venue selection. Understanding attendee expectations and crafting a solid event concept are instrumental in deciding how to best distribute resources.
Additionally, strategically involving external stakeholders and partners for sponsorships can significantly alleviate financial pressures, provided these collaborations are executed effectively. Leveraging sponsorships not only supports the event financially but also adds value for attendees, making it a vital strategy in overcoming budgetary constraints.
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)
The effectiveness of event planning tools and methodologies significantly varies based on the organization and its policies. In my experience, some organizations still rely on basic tools such as Excel sheets and Google Docs for event planning. While familiar, these tools can lead to delays and gaps in the planning process due to their limited capabilities in managing complex logistics.
Conversely, I've had the privilege of working for a tech company equipped with advanced tools, including a virtual trade show platform and an employee training environment that simulated in-person interactions, enabling highly effective engagement and insightful analytics. This was some of the best fun I had during Covid! Virtual networking, paint nights, gin tastings, and more!
My preference leans towards utilizing a robust sourcing tool integrated with comprehensive planning software, facilitating multi-tiered collaboration. Ideally, the process begins with stakeholder meetings, possibly conducted via platforms like Microsoft Teams. This is followed by the creation of a Request for Proposal (RFP) using an online sourcing tool, allowing for efficient data collection and analysis, even better if it can pull comparison reports. For the event itself, I advocate for digital registration and QR code-based check-ins to streamline attendee management. I frequently utilize QR codes for tracking interactions and activities; I am also starting to get attracted to the emerging benefits of AI and passive tracking technologies for enhanced event insights. Post-event, I always conduct surveys, with my favorite being Survey Monkey or JotForm, to gather feedback and measure the event's impact, enabling continuous improvement in reach and effectiveness.
In addition, when I have to build my own contracts for clients, sponsors, and occasionally partners, I enjoy DocuSign or Pandadoc.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
My approach to event planning is heavily reliant on structured frameworks and systems, with templates playing a crucial role in my workflow. Investing time in creating these templates is invaluable, even during periods when it seems time is scarce. As I progress through my Project Management Professional (PMP) certification—a personal milestone I aim to achieve in 2024—I am increasingly incorporating agile methodologies into my project management practices. I find particular satisfaction in utilizing Gantt charts for their clear visual representation of project timelines.
For project tracking and management, tools like Trello and Microsoft Planner serve as excellent foundational resources. My strategy emphasizes meticulous tracking and the establishment of definitive timelines, focusing on what I categorize as green, yellow, and red flags. This system allows me to prioritize tasks effectively
by maintaining control over the 'green flags,' I am better prepared to address any 'yellow flags' promptly as they emerge, thereby minimizing the escalation to 'red flags.' This proactive and organized approach ensures smooth project progression and facilitates the timely resolution of potential issues.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Understanding your audience is paramount in enhancing the attendee experience. A key strategy is to objectively assess the event, setting aside the personal preferences and emotions of both yourself and your internal stakeholders. The primary focus should be on catering to the attendees' preferences and expectations, as this approach is critical to meeting and often surpassing your Key Performance Indicators (KPIs) and elevating the overall event experience.
Knowing, however, that oftentimes you do have to work with the desires of stakeholders, it is essential to skillfully integrate their objectives with the attendees' needs and aspirations. This process is akin to crafting a masterpiece with a given palette of colors
you have the freedom to shape the outcome creatively. Emphasizing purposeful planning and attention to detail can significantly enhance the event ambiance. It's often the nuanced elements that leave a lasting impression — the ambiance of the venue, the visual aesthetics, and even the temperature of the room.
For instance, the experience curated for an event of 50 construction workers should differ markedly from one designed for 50 office-based employees. Each detail, no matter how minor it may seem, plays a crucial role in tailoring an event that resonates with the specific audience, from the environment's scent to the décor. By being creative, intentional, and mindful of these subtle aspects, you can create an event that not only fulfills but exceeds expectations, making a profound impact on the attendees' experience.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Effective communication is not just important, it's foundational to successful event planning. It necessitates clear, strong communication skills, including the flexibility to adjust your communication style to suit various stakeholders. It's essential to be mindful of the language you use, your tone, and the chosen medium of communication. Each participant in the event planning process seeks to be acknowledged, respected, and valued.
In my approach to event planning, I regard every stakeholder as a pivotal character in the narrative. I strive to understand their perspective: who they are, what they value, and their role in the event's story. Gaining insight into stakeholders' preferred communication methods and what genuinely engages them allows me to act as a catalyst, fostering connections among parties. My role is to positively influence and weave these individual narratives into a cohesive program, ensuring all characters align to create a unified and impactful event.
Drawing on William Shakespeare's insightful declaration in his play "As You Like It" that "All the world's a stage," we can apply a similar philosophy to event planning. When coordinating an event with multiple stakeholders, it is advantageous to consider each one as a character who plays a distinct role. By strategically aligning each stakeholder to their most effective position, they collectively contribute to the unfolding of a remarkable narrative, culminating in the successful execution of the event. This approach underscores the importance of understanding and leveraging the unique contributions of each participant to weave together a cohesive and memorable experience. My job as the planner is to support and direct from the outskirts.
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?
Facilitating networking opportunities at events often requires unique and bold approaches. In a literal sense, I once took the initiative to jump into the ocean to monitor for sharks, aiming to demonstrate safety and encourage attendees. This direct action was necessary as no one else wanted to be the first to leave the boat. By leading through action, I was able to alleviate fears and foster a comfortable environment for the participants, thereby facilitating easier connections among them. The outcome was remarkable, with attendees quickly following suit and engaging more freely with one another for the rest of the event.
Beyond such extraordinary measures, I also employ a variety of more conventional strategies to promote interaction. These methods include fostering discussions among conference table members, using throwable microphones to animate the room, dedicating specific times for casual networking over canapés, and organizing breakout sessions and small group activities.
The essence of effective networking facilitation lies in knowing your audience and the event's purpose, along with finding and igniting that initial spark of engagement. Whether through dramatic gestures or structured activities, the goal is to create a dynamic and interactive atmosphere that encourages meaningful connections.
Emergencies and unforeseen circumstances are almost inevitable in the realm of event planning. In my experience, especially given the volume of events I oversee annually, such incidents occur with some regularity. The scenarios can range widely, from a vendor arriving without the necessary equipment to a florist having their car towed—flowers onboard—only to later deliver replacements in incorrect colors. The potential for unexpected issues is vast.
One example of immediate concern is when someone suffers an accident, such as tripping on a rug and requiring emergency medical attention. In these moments, it is crucial to prioritize the individual, reach out to them, and demonstrate empathy and compassion.
To mitigate the impact of these unpredictable challenges, I advocate for the development and thorough understanding of a comprehensive 'what-if' contingency plan. This plan should be well-known and supported by all involved parties, encompassing strategies from plan A through to plan D if necessary. The breadth of stories and experiences I have accumulated in this regard is extensive, with some bordering on the extraordinary. My approach involves a detailed analysis of the event's where, what, who, and when, recognizing that an event does not exist in isolation but is influenced by numerous external factors beyond just the weather. This includes being aware of concurrent events, local happenings, construction activities, and more.
A critical aspect of reducing risk and handling emergencies effectively is not just in planning but also in building solid relationships and having robust contracts with suppliers. For me, the art of contract negotiation and relationship management is a key strategy in lowering risk. Through proactive planning, effective communication, and strategic partnerships, it's possible to navigate the complexities of event planning, ensuring that when the unexpected occurs, the impact is minimized, and the event can proceed as smoothly as possible.
I had the opportunity to contribute to a volunteer event that initially faced significant challenges: it began with a zero-dollar budget, a negative Net Promoter Score (NPS) from previous years, and no sponsorship support. Collaborating with a newly formed committee, I introduced and trained members on innovative sponsorship acquisition strategies. This effort, after several months of initial groundwork and securing stakeholder buy-in, successfully attracted significant sponsorship, generating substantial support.
Leveraging online promotion and harnessing the power of 'fear of missing out' (FOMO), we engaged both past attendees and new prospects, culminating in the participation of over 200 individuals. The event not only achieved a positive ROI but also significantly improved its NPS, with the success story spreading across social media platforms.
This turnaround can be attributed to staying informed on industry trends, having a rounded understanding of all the touchpoints in planning a successful event, patience, and effectively applying principles of human behavior. These strategies collectively contributed to the remarkable success of the conference, demonstrating the impact of strategic planning and community engagement in overcoming initial obstacles.
What are the typical steps you take in the post-event phase?
The post-event phase is often underestimated in its importance, a perspective I consider to be a significant oversight. Many organizations miss out on valuable opportunities to extend their influence and capitalize on potential gains due to inadequate follow-up. I adhere to a philosophy I refer to as "bookends," which emphasizes the critical impact of the initial and final impressions of an event on attendees' memories. This concept is grounded in the understanding that individuals tend to vividly remember the beginning and end of an experience, with the intermediate details often becoming blurred or reshaped by subsequent influences.
According to this philosophy, the key moments that define the success of an event include the initial engagement or pre-event experience, the initial entrance to the event, and the concluding activities, including follow-up. Minor hiccups during the event, such as delays or technical issues, are generally less impactful on the overall perception of the event. In contrast, the manner in which attendees are welcomed and bid farewell plays a significant role in shaping their overall recollection and satisfaction.
My approach to the post-event phase includes several critical steps: expressing gratitude through a thank-you message, soliciting feedback via a survey to gauge attendees' experiences, and extending an invitation to the next stage of engagement, which might be as simple as encouraging reflection on a key takeaway from an employee at a training event. This structured follow-up not only enhances the attendee experience but also fosters a deeper connection with the event's content and objectives.
Furthermore, I prioritize engaging with key stakeholders post-event to gather their insights, express appreciation for their involvement, and discuss opportunities for improvement in future endeavors. This comprehensive approach to post-event engagement not only maximizes the value derived from the event but also strengthens relationships and sets the stage for continued success in future initiatives.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
I try to collaborate with key stakeholders when it comes to determining the Key Performance Indicators (KPIs) essential for monitoring and evaluating the success of our events.
These KPIs encompass a wide range of metrics, including online social engagement, Net Promoter Score (NPS), overall satisfaction through surveys, registration rates, lead generation, conversion rates, and revenue and return on investment (ROI). Depending on the event and its objectives, we may also focus on measuring sponsorship satisfaction and environmental impact.
In instances where specific KPIs have not been assigned, I default to a core set of metrics that are fundamental to any event's success. These include the Net Promoter Score (NPS) for gauging attendee loyalty, satisfaction, and engagement levels to measure the event experience, as well as overall cost savings and budget efficiency scores to assess financial management. These metrics provide a solid foundation for evaluating the impact and effectiveness of the event, ensuring we meet our objectives while maintaining fiscal responsibility.
What advice would you offer someone just starting their career in the meetings and events industry?
I advise anyone embarking on their career journey to prioritize networking, cultivate meaningful relationships with potential suppliers and vendors, and actively participate in industry events. Committing to continuous education is crucial
it's an investment that will yield exponential growth over time.
Additionally, embrace innovation and experimentation. It's important to document your experiences and derive valuable lessons from each attempt. This approach enhances your skill set and broadens your professional horizons, laying a solid foundation for success.
Conclusion
In conclusion, effective event planning requires a combination of strategic foresight, quick thinking in emergencies, and thoughtful post-event follow-up. By prioritizing relationships, embracing innovation, and measuring success through key performance indicators, event planners can navigate challenges and create unforgettable experiences.
As you embark on your career in the meetings and events industry, remember to network, educate yourself, and always seek new growth opportunities. If you're ready to take your event venue sourcing skills to the next level, sign up for a free trial of HopSkip today and experience the difference firsthand.
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