Balancing Client Expectations with Practical Event Execution: Insights From Diogo Castanheira

Event organizing is a multifaceted profession that requires a delicate balance between meeting client expectations and executing practical event plans. Clients often come to event organizers with grand visions and high expectations, but it’s the organizer’s job to translate those dreams into actionable plans while staying within budgetary constraints and logistical realities.

In this event industry expert series, Diogo Castanheira, Business Developer, Feeders shares his valuable insights for effectively managing client expectations while ensuring the successful execution of events.

1. How can event planners initially gauge and understand their client’s expectations when  beginning the event planning process? 

We believe that the most viable and assertive way to assess and understand the expectations of clients  for a given project is to follow a process with previously stipulated criteria, focused on two approaches:  analysis and risk assessment. It is in this sense that, at Feeders, we implement an internal service method  that, in addition to allowing us to respond to our clients challenges quickly and effectively, helps us to  consider all aspects and desired outputs. 

From the moment we receive a briefing, our business developer  conducts a complete analysis in terms of the project’s feasibility, establishing direct contact with the client  to understand exactly what their expectations are, gather more information on the subject, and define  KPIs.  

Flexibility and openness from both parties is essential so that the proposal to be presented is as aligned  as possible with what is intended and so that there are no constraints throughout the rest of the planning  process. 

2. What strategies can event organizers employ to effectively communicate with clients and  manage their expectations during the planning and execution phases of an event? 

As mentioned previously, it is extremely important to have a process with defined steps and criteria even  before starting the project. Beyond the initial contact with the client and the clarification of all potential  doubts, it is crucial to maintain clear and close communication during the subsequent planning phases.  That being said, one strategy to adopt to avoid limitations or possible setbacks during the event might  involve sending regular status updates to the client and reporting on the progress of the work. 

Feeders mostly works for agencies that establish contact with the final client, meaning our studio ends up  being a partner to other companies. This dynamic allows us to become part of the team of the agencies  that seek us out, which adds to the value chain and optimizes the whole communication process, since  those who approach us often come to us with more defined ideas. 

3. What tips would you like to share with event organizers for managing client expectations  when budget constraints may limit certain aspects of event planning and execution? 

One of the tips that might make sense in this situation is to present beforehand the risks that may arise  in the development of the project and how they could have consequences and jeopardize it. At the same  time, the pros and cons scenarios should be presented, given the budgetary constraints defined, so that  a decision can be made whether or not to continue with the work.

4. What methods can event organizers use to communicate limitations and constraints to clients  while maintaining a positive relationship? 

Clear and regular communication throughout the process ends up being one of the most effective  methods to avoid any type of embarrassment. In parallel, if any stage of the project does not proceed  normally, that is, if any limitation is noticed, a solution that counterbalances this should be quickly sought.  This ends up being one of the principles we follow at Feeders. 

5. How do you ensure that client expectations for event branding and messaging align with  practical considerations such as brand guidelines and marketing strategies? 

One of our goals is to always deliver solutions that are viable and provide different and dynamic  experiences for our clients. To this end, in the initial phase of our internal process at Feeders, we end up  conducting research to deeply understand the brand and the context in which it will be placed, that is, the  event. There is, in fact, a lot of demand for solutions based on Experiential, which is also a deciding factor  in the awarding of projects. We always want to deliver proposals that make a difference, but that are  aligned not only with the brand’s history but also with its strategies and guidelines, always conveying its  essence. 

6. Can you provide insights into your approach to prioritizing tasks and allocating resources  effectively within the timeline to achieve practical execution without compromising on client  expectations? 

At Feeders, we follow an internal method that allows us to assess the feasibility of projects, optimize work  time, and allocate the necessary resources. In the first phase, right after receiving the briefing, our  business developer conducts a comprehensive analysis of what is desired and establishes contact with the  client to understand their expectations. It is also at this time that the KPIs are defined and, if the work  proceeds, it moves on to a joint evaluation with the Design Leader.  

At this point, the Project Team that best fits the project model is allocated so that it is possible to respond  in a timely manner and deliver a feasible proposal, meeting the initial briefing. Finally, this solution is  reviewed by the Project Manager and then sent to the client. The timings from the initial reception of the  Briefing to the delivery of the solution vary depending on the complexity of the Project at hand. From one  week to a month or more, always prioritizing the definition of deadlines and meeting them with the client,  in order not to compromise the success of the project and the client’s expectations.

For more in the Events Industry Experts series, check out our interview with Jonathan Pritchard, Shawn Cheng, Olivia Preston-Lee, Patric Weiler, Shameka Jennings, Janice Cardinale, Courtney Stanley, Helen Moon, Danica Tormohlen, Ashley Brown, Jason Allan Scott, Brandt Krueger, Corbin Ball, Will Curran, and Stephan Murtagh today!

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