Event Architects To Know in 2024 - Tina Baylocq, Word of Mouth Marketing Communications & Events
Taylor Baylocq, of Word of Mouth Marketing Communications & Events, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Aug 8, 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: Tina Baylocq
Company Name: Word of Mouth Marketing Communications & Events
Job Title: Owner and Principal
Can you briefly tell us about your background in event planning and how you got started in the industry?
In 2015, what started as a side gig evolved into my full-time role as the owner and principal consultant of an event agency specializing in advising, organizing, and overseeing events for a wide range of companies, focusing on creating outstanding sales experiences. With a 25-year history of success as a consultant and senior leader, my career boasts numerous accomplishments in event management, marketing, and the launch of significant products, such as the debut of SingTel USA, the Apple iPad, Cisco Prime, and the Google Pixel, among others. I have worked with both emerging businesses and leading corporations in the B2B and B2C sectors across various industries, including fintech, data management, AI, software, IT, healthcare, consumer electronics, fashion, and gaming. Driven by a passion for designing events and experiences that excite audiences, enrich customer engagement, and generate product demand, I am committed to continuously exploring innovative ideas and creative solutions and incorporating the latest technologies, ensuring the most effective use of every budget, aiming to exceed expectations and achieve remarkable results.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
It's all about customer service and matching amenities to the expectations and goals of the client.
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?
I start all my projects with a 30/60/90 plan and a list of deliverables. I compiled a list of all needs, wants, and desires and mapped them on a timeline. I set up a kickoff call and regular check-ins with stakeholders. Based on the timeline and deliverables, I begin my search using my established network through web services, email, and phone calls. The result of this initial phase usually produces a preliminary list of venues available that meet the criteria.
I do my best to be as communicative and transparent with clients and venues regarding the limits and expectations of the budget. Using my experience, I do my best to build a buffer for all contingencies and changes into all budget items.
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)
As many of my clients are large technology organizations, I've found that Google and Slack are the most reliable and easy collaboration tools. If possible, I recommend technology that has been useful and created efficiencies when building registration and event management systems in the past. My current preferences for task management are Asana and Rain-focus for event automation and registration, and, of course, good old Google Sheets are the best for managing large amounts of data.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
I have developed a set of templates over the years that I always share with clients if they are interested. Here is the list of my templates:
- 30/60/90
- List of deliverables & Details
- Timeline & Work Back Calendar
- Event Overview
- Marketing Plan
- Positioning Statement
- Communications Plan
- Event in a Box / Pop Up template
- Event Pre-Qualification Form
- Webinar Program
- Event Feedback Form
- Launch Plan
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
I have always loved the phrase "Surprise and Delight"
The best experiences are new and different. I find that including a new idea or theme can freshen up any event and create more new ideas.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
An open and collaborative exchange of ideas may be the most important aspect of event management, but during the planning phase, communicating across all mediums is crucial. In order to maintain consistent updates and consensus with stakeholders, implementing a self-service framework works best by outlining how and where information is shared in weekly meetings (30 minutes), messaging channels for quick updates and questions, and shared drives/folders for documents.
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?
It's all about connection. Networking may be expected, but it is not easily achieved. Networking relies on good matchmaking and good matchmaking needs frameworks and mediation. The best experiences at events rely on irreplaceable matchmaking opportunities that are not to be missed.
I have a slide I use in all my presentations to new clients. It simply reads: "If it can go wrong, it will. Be Prepared."
I have so many stories of unexpected occurrences over my 25 years in live events, from missing shipments to 9/11 (the 9/11 attacks happened on the first day of one of the largest tech events the US). The best event managers never shy away from the good, bad, and ugly that can happen; we come prepared and resilient in the face of crisis, ready with the best problem-solving skills.
Since 2017 I have worked with a major fintech company on their annual conference, gradually increasing my support over the years. Last year as a member of the content & programming team, I jumped in and helped oversee the implementation of a new event technology. Owning this effort was unexpected, but stepping in as the dedicated lead became essential to successfully delivering a seamless digital experience for our stakeholders. We created portals for each of our attendee types that made onboarding and task management easy for all attendee types. We built and relied on customized interactive tables and reports for tracking and measurement. Thankfully, this software is extremely user-friendly; I taught myself how to use it in a few days. With this knowledge and a small team of expert coders, we were confident in being able to deliver the best digital experience and meet our deadlines. We worked diligently to catch up, and our efforts were rewarded with full integration across our online and mobile applications. My trading sheets are still being used today to manage similar efforts.
What are the typical steps you take in the post-event phase?
Survey, track, measure, and report on all aspects defined as goals and objectives.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
Net Promoter Score (NPS)
Total Registrations / by type
Total Attendance / by type
Returning Attendees
Event Surveys
Speaker Engagement
Session Analytics
Top Performing Topics
Audience Reactions
Social Media Mentions
Gross Revenue
Cost-to-Revenue Ratio
Revenue by Promo Code
Sponsorship Satisfaction
What advice would you offer someone just starting their career in the meetings and events industry?
I prefer not to give advice. Instead, I tell my story and emphasize the key expectations and personality traits I feel have most benefited me in my career. I suggest anyone interested in events as a career find a mentor and establish regular check-ins to talk and share experiences.