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The key to a successful event is to understand your audience. Select your venue and keynotes based on the needs and interests of your clients and prospects.
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Why should your architectural practice host an event?
Post-pandemic, the popularity of face-to-face events is on the rise as people crave greater connection. Events help you forge deeper connections with clients, potential clients, influencers of clients and your broader network of collaborators and/or suppliers. Importantly, building upon existing relationships – and nurturing new ones – is a pivotal step towards securing work.
Events promote a sense of loyalty amongst all attendees — including your own team members. Extending even a small amount of hospitality can reap big rewards for you and your practice.
Choosing the style and/or structure of your event
Scale your event to suit your budget and your guest list. Do you have busy interstate clients with no time for extravagant evening events? The ideal scenario could be a well-planned and well-presented light luncheon, scheduled for their next day trip.
Put your clients at the centre of all your planning. Research their challenges and interests, and tailor your event accordingly. Topics of interest and keynote speakers/presenters with timely and relevant insights will be key to your success.
Elevate your event by considering:
- hosting a specialist from within your clients’ sector (eg health or education)
- a showcase of the latest technology within your clients’ industry
- behind-the-scenes glimpses of an innovative project likely to resonate with clients
- a client tour of your project/s.
On-site, in your office or at a private venue? If your office is large enough to accommodate the event, opt to host your function in-house. Here, guests can experience your brand up close and enjoy a sneak peek of how you work within your studio.
Client convenience should be central to your decision-making process. Easy access and sufficient parking should also be considered.
Top tips for designing your next event
Design your event with the same level of care and attention you dedicate to your projects. Be mindful that attendees will presume the look and feel of your event is representative of your work aesthetic and standards.
1. Make use of online tools
Online, you’ll find a range of software to help you generate and dispatch invitations — and track your RSVPs. Sites like Eventbrite and EventCreate are purpose-built to help streamline the ticketing process for you. Meanwhile, platforms such as Mailchimp and Zoom Events are also useful tools to explore.
2. Provide a warm welcome
Consider nominating team members to meet and greet your guests. Everyone appreciates receiving a warm welcome. Upon arrival, a friendly face can set the tone for an event that is respectful, inclusive and engaging. Develop and implement protocols for providing an Acknowledgement of Country at events and public forums. Refer to the section ‘Architecture events and public forums: protocols for recognising Traditional Owners’ in Acumen note Indigenous matters in architectural practice.
3. Adopt a holistic approach
From the wording on your invitations, right through to the size and style of your canapes, leave nothing to chance. Give thoughtful consideration to every element of your event. Begin by ensuring you use the correct pronouns (she/he/they) for attendees’ invitations, name tags and any leave-behinds you may be preparing. Also take care to ensure you consider accessibility. For example, can the configuration of your venue accommodate mobility aids?
4. Succinct speeches
Select enthusiastic and engaging speakers. The more compelling your speaker, the more kudos your practice will receive for landing such a great keynote. Remember, brevity is always key to a good speech.
5. Audio-visual requirements
Test all your AV equipment before your event. If you’re hosting keynote speakers, confirm the devices and power they’ll need. Likewise, if you intend to play music or videos throughout your function, monitor the volume and vision to ensure it adds to the room’s ambience – rather than causing distraction or irritation to your guests.
6. Adequate seating
Ensure you have sufficient seating to accommodate all your guests. Even if you are hosting an informal cocktail-style event, always consider your clients’ comfort. Standing for long periods of time can cause discomfort for some.
7. Networking opportunities
Ensure you dedicate time and space for informal networking. As much as mingling might seem trivial, it is in fact a vital business development activity. Before, after or during the event, allocate an area where people can chat informally – without any distractions. This is an ideal time to establish new connections and strengthen existing relationships. Name tags — that correctly identify each person, their pronouns and job title — can be beneficial to encourage conversation.
8. Multi-purpose photography and videography
Archiving, publicity and social media all demand good-quality images and — if your budget permits — videography too. You may wish to consider hiring a professional photographer/videographer to capture happy snaps of your event. Before photographing or filming guests (or publishing their image) be sure to secure their consent. Remember to keep detailed records, captioning your images with correctly spelt names and any other information that could be a useful future resource.
9. Critique and review
What’s the best way to improve your next event? Review your last one. Gather feedback from attendees. Arrange a suitable time to give them a brief phone call to collate their insights. Find out what surprised and delighted them. And what disappointed or irritated them. Tweak your planning to eliminate your mistakes and deliver clients more of what they enjoy.
DO |
DON'T |
Be clear about the purpose of your event. Ensure the style and presentation of your event reflects your practice’s brand |
Feature long keynotes or multiple speakers who monopolise the stage |
Tailor your event to suit the best interests of your clients and prospects |
Bore your guests with self-promotional speeches or videos |
Make your guests feel welcome, at ease and included in the proceedings |
Limit space and time for informal networking that could unlock new business opportunities |
Respect an attendee’s right to refuse photography requests |
Overlook challenging dietary requirements or access issues |
Lindy Johnson, marketing specialist for architects and designers, kindly prepared the content of this note.
Disclaimer
This content is provided by the Australian Institute of Architects for reference purposes and as general guidance. It does not take into account specific circumstances and should not be relied on in that way. It is not legal, financial, insurance, or other advice and you should seek independent verification or advice before relying on this content in circumstances where loss or damage may result. The Institute endeavours to publish content that is accurate at the time it is published, but does not accept responsibility for content that may or has become inaccurate over time. Using this website and content is subject to the Acumen User Licence.