The stage is set, the menu confirmed. The attendance list, carefully worked out with the client, promises to deliver the most important celebrities, media personalities, clients and VIPs. The only question that remains, however, is how many of your guests will actually turn up.Most seasoned event organisers have sophisticated project management tools or procedures in place that help them to plan events from beginning to end and have been proven to ensure success, yet still face the crisis of dealing with a poor turnout on the night.
Even with the combination of innovative, eye-catching invitations, detailed programmes with the allure of popular entertainers and high-profile masters of ceremonies, and the energy and financial investment which goes into grabbing the attention of your invitees, there is still no sure-fire solution to the ever increasing problem of non-attendance at events.
This could be a factor of an increasingly jaded audience - or as a factor of a society that increasingly disregards the social etiquette that was a mainstay of the more elegant Victorian era.
I believe the problem of non-attendance seems to be increasing. It is more difficult to get a high attendance percentage than it has been in the past. Guests are slower to respond and RSVP, and confirmed attendance certainly does not guarantee that they will actually make it to the event.
Events play an increasingly important role in the success of business.
Commonly, the cost of a high profile event can run to significantly more than a broad-based advertising campaign - but they provide companies with the opportunity to present information, network with key target audiences and generate sales. However, the success of the event depends entirely on getting the right guests to attend.
Project managers have to adopt broader roles to achieve improved attendance. The role of event project management is undergoing fundamental change. In order to pave the way for a successful event you have to be able to understand both the objectives of the campaign and the target audience. Organisational skills remain critical, but have taken a back seat to strategic focus.
A clear strategic vision combined with a thorough understanding of the audience allows you to apply innovation and creativity in the most effective manner. This can play a vital role in compelling reluctant guests to make the effort and attend your event over and above that of any other.
Once you have secured attendance, content delivery must also not be overlooked. People who are regularly invited to events, such as the media and high-profile government and business officials, have begun referring to dull presentations as 'death by PowerPoint'.
The delivery medium is not the issue; rather it is the type, length and delivery of the information. Event managers need to work through presentations with their clients or run the risk of alienating A-list guests. Building an interesting and relevant event will pave the way for success in future events.
Bev Basson is a director of 3D Global Strategic Communications. She established Sondela Lifestyle Management (SLM) a Communications and Event Management company which successfully launched several leading brands into the local market. Due to customer demand and large growth potential, the company joined forces with 3D Global Communications. 
