When in Rome: The Challenges of International Event Management

So you’re planning your company’s first major international event. Perhaps you feel a butterfly or two in the pit of your stomach as you think about the logistics involved, or perhaps you believe strongly in doing what has always worked. So you pack up your usual domestic event, from creative design and technical equipment to keynote speech, and ship the whole thing lock, stock and barrel to the destination country. Companies do this all the time, right?

Yes, they do. And it’s always a colossal mistake.

First of all, moving tons of existing materials and event staff over that distance is expensive, problematic and unnecessary. Purchase your equipment and supplies from local providers! In most major cities across the globe you can find all the production elements you need, and the local suppliers can also handle any last-minute contingencies that may arise. If you find yourself in a location with limited resources, simply adjust your event accordingly. We have actually put on corporate events in Africa with the audience seated under a massive, locally procured tent. (It went fine.)

Another important point: When you’re giving an event in another country, you’re addressing a different culture. The keynote speech that went over so well in San Francisco last month will not necessarily resonate with your international audience. You’ll need careful planning, with the aid of experts like EMP, to ensure that your event makes its maximum impact on the people who matter.

One final thing: Speak English! A major corporate event is not the place to test out the Berlitz course you studied on the plane or dust off your high-school Spanish. You must communicate with absolute clarity, and the only way you can know you’re doing that is by speaking your native tongue.

Enjoy your trip, and much success!