Melissa Park on LinkedIn: About a month ago, I announced that I was scrapping all the new offers my… (2024)

The secret to making your event perfect? Filling it with the right people!You can have the most epic venue, your dream speaker lineup, and content that will blow your attendees' minds, but unless you filled the room with your target audience, none of that matters. You can't have an event without attendees, right?They're the ones transforming your carefully planned event into a living, breathing, unforgettable one. They're also the ones buying whatever you're selling from stage.I know I harp on about it constantly but...1. Know who you're targeting and keep your eye on the prize. A room filled with the wrong people is just as bad as an empty room.And one of the BIGGEST mistakes I see most event hosts make...2. When you secure them, NURTURE THEM! You must have a marketing plan for your registered attendees. Keep them informed and excited in the lead up to your event. Believe me when I tell you, they will feel your energy. Very few do this and even fewer do it well. Nail your registered attendee nurture campaign, and you'll be a step ahead before they even walk in the door.

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On all but one occasion, I have (and will continue to have–I swear!) my clients approve a speaker prior to contracting them.While I believe my recommendations are always on point, at the end of the day, it’s their event and budget, and I always want to walk into an event knowing that my client is as excited about their speaker lineup as I am.This photo is from that ONE time... and as you can see, it clearly paid off!Sir Richard Branson has always been a dream keynote speaker of mine. So when I met with the Apttus Accelerate team to go over their vision and goals for their multi-day tech conference and learned that the CEO at the time viewed him as a mentor.... I obviously needed to make both of our dreams come true!If you’ve never gone through the process of securing a highly sought-after speaker, it’s not a “Hi! Here are the event details. Are you available? I’d love you to be our keynote,” situation. You need to complete a full submission. Pages and pages of detailed information outlining the who, what, where, when, why and how of the event to convince the speaker that your event is a good fit for them–both personally and professionally.I didn't want to get the CEO's hopes up, so without telling him, I started the application process.When you submit your application, you receive a contract that needs to be signed and returned along with it. This contract basically says that if the speaker accepts your submission, they are confirmed, and you are instantly locked into their fee (we’re talking upwards of $450,000+).I ultimately decided it was a risk I was willing to take, so I signed and submitted the application.The day I found out we secured Sir Richard Branson, I knew I was either going to be the most amazing event producer they'd ever worked with... or fired on the spot. I bet you can guess what happened 😉 It was a phone call I will never forget–right, Ben Allen? 😂Meeting Sir Richard Branson and watching him on stage was everything I hoped it would be and more. It was a “pinch me” moment I will NEVER forget.My biggest takeaway: sometimes you've got to bet big to win big.

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If you want your annual event to be a hit year after year, you need to design it in a way that keeps attendees coming back for more!Take Couchbase's annual Sales Kickoff as an example. In 2022, I produced their virtual SKO. It was a huge success but it was virtual none-the-less, so our 2023 in-person event in Las Vegas was a spectacular upgrade.So, how did I keep the excitement rolling for the 2024 SKO in Nashville with the same budget and goals as last year?Always seek feedback, but more importantly, find ways to implement it.Unlike most, I actively seek feedback from everyone willing to share. When designing next year's event, I thoroughly consider all the input received and strive to incorporate as many attendee suggestions as possible into the program/experience.Bring back and build on crowd favorites.If it ain't broken, don't fix it—unless you're making it even better! In Vegas, attendees loved the custom Couchbase screen-printed t-shirts. For Nashville, I brought them back with fresh designs tailored to this year's location and theme. They're now a collectable and deemed a must-have at every event. Last year’s Elvis impersonator wowed the crowd, so this year, we had a Dolly Parton impersonator who not only performed but also joined the attendees for some line dancing at the offsite party!Think about the little details that have a big impact.You can absolutely create a big splash without a big budget. For Nashville's SKO, we gave presenters Couchbase logo belt buckles to wear on stage. Believe me when I tell you that by the end of the event, people were more excited about snagging a belt buckle than learning about the President's Club trip destination.No budget for belt buckles? No problem! Just tweak something you already have planned—like name badges. Instead of the same old badges, we gave them a makeover by shaping them like guitar picks to fit our Music City theme. The more you focus on the little details, the more your attendees will appreciate them.Upgrade where you're able.At last year's SKO, we had two photo ops—a Couchbase logo-shaped lounge seat and a branded version of the Welcome to Las Vegas sign. Attendees LOVED them, so this year, we upped our game with even more photo ops. We created a wall of gold and platinum records displaying company awards which were engraved in real time as they were announced in the general session, an Ole Base Moonshine Bar with a human-sized horse drinking buddy, a Couchbase SKO entry display made from 22,000 bottle caps, and a row of neon signs that transported you straight to Broadway.And just wait until 2025 in Miami—you won't believe what I have planned!

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You know what they say... go big or go home.And when you work with MPE, there’s really only one option. We’re going BIG, and I’m going to show you how to do things properly. And no, that doesn't mean blowing your budget–in fact, it means the complete opposite.With 20+ years experience, I know what works, and what doesn’t.Ultimate event success can always be traced back to having a strong framework. Lucky for you, I can create that framework for you.Yes–I'm talking about the framework that's netted my 7-10+ figure clients MILLIONS of dollars in revenue as a result of the strategically designed, seamlessly delivered, sold-out and profitable, high-impact experiences we’ve produced for them.When it comes to planning your dream event, no matter whether we are Designing to Launch™ or Redesigning to Scale™, the first step in our process is to conduct our “Proof of Concept”. AKA our proven strategy that is guaranteed to deliver a sold-out, unforgettable, and profitable experience.Here, we arm you with the data you need to make informed decisions, such as:Clarifying your event mission and goalsDefining your event scopeDesigning your event experienceIdentifying all potential revenue streamsConducting a risk assessment and SWOT analysisNext, we conduct venue research and site visits to find the perfect home for all your event needs, negotiate deals like no one else in the business, and develop an itemized event budget and detailed P&L statement so you can see where every single dollar is being allocated.Could you do all of this yourself? Sure.But wouldn't you rather fast track your way to guaranteed success? I know I would.If you're ready for The Mel-Factor!, slide on into my DMs.

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You can't make everyone happy at your event...Unless you design it that way!When you decide to host an event for your business, there are obviously business goals and KPIs you need to hit, but without attendees... you won’t even have an event.Here’s how to make sure EVERYONE'S goals are met at your next event and EVERYONE is happy.For you to be happy with your event, it needs to be a success! But what counts as “a success?"Before you begin planning, outline your goals for attendee growth or retention, sponsorship dollars, revenue and profit targets, press hits, overall attendee and stakeholder feedback, and anything else you want to track.With your goals outlined, it's time to put a clear plan in place to achieve them.Once you've done that, focus on your attendees. They have goals for your event too—or they wouldn’t be coming.With every decision (and dollar spent), make sure you prioritize giving your attendees what they’re coming for.Whether you’re selling transformation, education, or connection, you need to provide it onsite!P.S. It will pay off in word-of-mouth marketing and attendee retention!Here's an example:Your business is hosting an event and wants to hit 5,000 ticket sales.Your attendees are coming because they want to feel like they’re part of a community.So when you market your event, advertise a fast-action bonus—the first X number of people who buy their ticket by a certain date will receive a special invite to a kickoff party where they can network until their hearts are content.Obviously, you're going to make it sound more appealing and on-brand, but you get my point.If you want your next event to move the needle in your business, DM me!

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I'm not saying my events inspired Drake's concert design, but I'm not not saying it either. I used this lighting and laser show at an event in 2016. 8 years ago! And shortly after, Drake used them in his shows.Nowadays, illuminated balls are everywhere, but here's the thing... Almost a decade on, I still receive "remember when" texts with images from people who have spotted them when they're out and about because of the magical experience I created onsite.In 2016, when producing an event in Dublin, I got two different performance schools to join forces and create a flash mob-inspired performance battle showcasing drumming and the jig–both authentically Irish.Drummers entered from the back of the room so everyone felt part of the act while the jiggers were on stage. When the drummers arrived on stage the battle began and culminated in a huge 1-minute high-energy performance.When I first explained my vision, the performance school owners looked at me like I was mad. They'd never been asked to collaborate with another school before or to create a custom performance like the one I was describing. Once they saw it on event day, they got it–completely.My point is: think outside the box and design experiences that enable you to deliver incredibly strong programs and show elements in a unique way. Be inspired by EVERYTHING around you and then work out ways to MAKE IT YOUR OWN! (That's a biggie—do not copy someone else's work, it's inauthentic, lazy, and just plain gross!)

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3 reasons why you should be TASTEFULLY branding EVERYTHING at your event!And no, I don't mean slapping your company name or logo on every surface. I mean strategic placement and subtle nods, ensuring that no matter where you look or from which angle you shoot, your brand remains prominently visible.1) To elevate your event.From name tags and place cards to swag, brand activations, and photo ops, using your brand colors, fonts, messaging, and logos throughout the event shows your attendees how coordinated, curated, and carefully thought out the event really is—immersing them into the brand itself.2) To increase brand recognition.When your brand is everywhere, people are going to notice. And if your goal is to convert attendees to brand fans, I promise you this is a great way to make them remember you—when they write their notes, sip their signature co*cktail, carry their branded tote bag through the airport, or post on social media during and long after. And while we're on that topic...3) To capitalize on content.Where there's an event, there's content—and lots of it. When that content is shared by employees, attendees, sponsors, speakers, media and stakeholders, and your branding is featured in all of it, the UGC and word-of-mouth marketing are PRICELESS.So I guess the only question left is... Will your next event have The Mel-Factor?

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So you’re looking to outsource your event...here’s everything you need to know about event producers, what “full-service” event management looks like, what a DMC is and why you shouldn’t use one.Let’s start with event producers (because hello, I am one!).Event producers will create the vision AND bring it to life for you. We handle logistics, event management, production, marketing plan design and execution, PLUS program management, strategy, creating a unique attendee experience AND ensuring your brand is front and center at all times.And THAT is what we mean by “full-service.”An event agency does it ALL. Instead of hiring separate event planners, day of coordinators, designers, and marketers, your event producer wears all of those hats. And doing it all in-house means better communication and less(read: no) issues.“But Mel, the DMC told me they are ‘full-service.’”While a DMC can take on everything I just listed, the difference is that 𝘵𝘺𝘱𝘪𝘤𝘢𝘭𝘭𝘺, they’re not doing it in-house. A DMC or destination management company is a middle man.They are the intermediary link between you and the vendors you need for your event.And where there are middle men, there are inefficiencies and marked up prices–no thanks!A DMC isn’t an event producer, they’re just reselling you the services you want at a premium.So yes, either way, you will end up with an event. But if you want to save yourself money (and a few headaches), you need an event producer.

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When I was doing site visits to find the perfect location for Couchbase's SKO (and all of it's offsite programming), I discovered a larger than human sized horse that I knew instantly would form the basis for one of my photo opps...Now to create the rest....With a little more Nashville exploration, it became very obvious that "Henry", as I affectionatly named him, could be the drinking partner of everyone at a Moonshine Bar.If you're familiar with Nashville, you'll know Ole Smoky Moonshine Distillery.I put my own spin on it, by creating a custom on-brand label, and had the bottles colored in Couchbase's primary and secondary brand colors.As I expected, it was a hit! I'm pretty sure every attendee was photographed here, and they even gave him his own badge.I've already begun planning 2025's activations, staging and photo opps and I cannot wait for them to see what I have planned...

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