Deneen Vaughn, MINI USAMeet Deneen Vaughn, National Experiential Events Manager for MINI USA, BMW-owned luxury carmaker of the famous MINI Cooper and other European style car models. In her position, Vaughn has developed the necessary logistics for roadshows, product launches, partner programs and signature events, and has executed brand focused consumer and dealer experiences for audiences ranging 50 to 8000.She has worked with top companies, including PricewaterhouseCoopers, Ameritech, Monsanto and BMW. In the past, Vaughn launched and managed her own event marketing and management firm, Von Gogh Meeting and Events, and began her career working for MCI Communications. Vaughn best sums up her success, saying, “I think the best events are the ones you remember long after the last glass of champagne or the flight home and in retelling of the event particulars many years, post event.”In this extensive interview, Vaughn spoke with WashingtonExec on misconceptions about event planners, advice for those who want to get into the industry and the challenges of developing unique corporate events.WashingtonExec: Please tell us a little bit about your background and current role at MINI USA, BMW, LLC?Deneen Vaughn: The foundation of my background comes from years of working on various corporate events. All of them have one thing in common—my drive for success and attention to detail. The only way to achieve a successful event is working out every single detail, no matter the size. I first learned this while working at MCI Telecommunications on a variety of events; incentives, business meetings, product launches and other corporate programs. I took the core of what I learned while at MCI to start my own firm, Von Gogh Meeting & Events, working with some of the most recognizable global brands. It was through this experience that one of my local clients, Diversity Best Practices, asked me to lead their Marketing, Events and Operations division. Along with gaining invaluable experience and expertise in the diversity and inclusion space—DBP also afforded me the opportunity to utilize my skills, and to branch out into new areas of marketing and evening planning to include, conferences, brand management, corporate sponsorships and more. After positioning myself as an experiential event producer I was approached by MINI to assist in development of a one-time, grass root customer loyalty experience, MINI TAKES THE STATES. The success of the intended one-time only event has since evolved into a bi-annual signature event for MINI USA.WashingtonExec: What has been your strangest or most unique event or project?Deneen Vaughn: For years, I’ve planned a wide range of events from holiday parties to birthdays to corporate events. The two events/programs that stand out as being the most unique was a national recognition program for MCI and the MINI TAKES THE STATES. MCIopoly was my first large national recognition project that I had to develop and lead the coordination on for 20 locations. This themed event included a life sized game board with wearable replica game pieces and cold hard cash giveaways. This event challenged me to call upon every available skill set I had at the time, from my strong communication and negotiation skills, to my ability to work well with and direct others. It also allowed me to utilize all of my creativity. This event, was in fact a series of events through use of a classic game, and was very fun, lively and out-of-the box.The other event, MINI TAKES THE STATES has by far been the largest, most complex event that I’ve ever been directly involved in. In 2006, when I was asked to work internally at MINI, it just happened to be the year that they decided do the unthinkable. At the time I was still a freelancer and I couldn’t have been more excited about the opportunity to work with this very unique, cheeky and hip automotive powerhouse. However, I wasn’t sure how we were going to produce a cross-country, 15-day, 3,123-mile trip, with a 19 city road rally for the tight knit MINI Community. Well we did it, and I’m proud to say that I was instrumental in the success of this monumental task that yielded more than 3,000 participants. As a result, the intended one-off event has now become a bi-annual event, and suffice to say I am now in the thick of planning MTTS2012. This event is particularly interesting because it engages the customer well beyond the sale of the product. Additionally, the purchasers of the product comprise the MINI community, and I am responsible for connecting them both directly and indirectly via unique experiences that I am involved in creating.WashingtonExec: How do you think social media has impacted your industry as a whole? Deneen Vaughn: The impact of social media on the event industry has been significant. From a professional prospective, social media provided event professionals with a platform and channel by which best practices, resources and information could be shared, but also a medium where discussions among liked minds could take place. Admittedly, I was very skeptical about the use of social media both professionally and personally. However, it has allowed me to connect with greater efficiency to distributors and client networks that I might not have otherwise. It has also allowed me to stay in touch with family, friends, colleagues and referral sources as well as past, current and ideally future clients.From an event planning and organizing prospective, social media kicked the door of opportunity wide open. Without a doubt social media has provided event producers and organizers, like myself and the companies I work for, with new ways to not only communicate, market and promote events, but also another immediate way to engage attendees while also creating new revenue streams. Social media spawned new formats for meetings, conferences and events that have enabled industry professionals to move from the fundamentals of good or great events, to unique and extraordinary experiences.WashingtonExec: What have you done that has been very effective in helping to grow the business/event?Deneen Vaughn: I would say taking MINI TAKES THE STATES in 2006 from a purely customer event with a large budget into a larger event that is now primarily focused on prospects. This program has also steadily decreased in its budget while increased in its size and capacity. The program now has huge customer retention and is used by MINI USA to launch other successful customer and prospects campaigns.Washington Exec: For people who may not have an extensive background in event planning but are in charge of planning a corporate event, what are your best pieces advice? Deneen Vaughn: It seems like a lot of people have gotten into event planning almost by chance, from planning a personal event, to helping plan a community or family event, team party etc. that peaks their interest and they start looking for something part-time on the side or some extra money. Others already know they love it and wonder how they can get into this line of work. Either way, the first suggestion that I would make would be to gain more experience, find a great company or organization in your local market, and try and intern with them, which can lead to working for them on a part-time basis. You just need to get your feet wet and get a foot hold in the industry, and there are so many positions available, whether it be just project-by-project or on weekends or on evenings.Second, for people without extensive background, but have been tasked with planning meetings, conferences or other corporate events—GET ORGANIZED! Whether you’re working directly with your boss, department head or planning committee, establish a clear scope of work, the intended outcome, desired result and the audience for which the event is being planned. Determine the budget and create a timeline that includes deliverables, due dates and assigned project team or team member. Leverage both internal and external resources as needed to help you deliver the event, program or project. Schedule regular ongoing status meetings that lead up to the event where both individual and collective updates can be shared. Follow-up with comprehensive, detailed notes, with key notes and action items/task as needed throughout the planning process. Make adjustments to the scope as needed to support the budget. Yes, you must remain flexible and nimble! Offer solutions to challenges both in the planning stages as well as onsite or during the event. Direct, guide and manage your vendors, partners and or team members, but delegate task as needed. Provide detailed event summaries or event orders to your team, vendors and your onsite contacts in advance of your event or program. Review them with them and let it flow. Stay diligent, but stay calm, confident and flexible.WashingtonExec: What do you think is the biggest misconception about event planning?Deneen Vaughn: There are a great deal of misconceptions about the event planning and organizing industry, including:Misconception # 1 – All Event Planners do is plan parties.
I’d say this is the biggest misconception about my job. Event Planner does not always equate to ‘Party Planner.’ I can personally plan a great party with the best of them; however, my job is a bit more strategic and inclusive of managing large budgets, teams of people and/or vendors. Most corporate planners/organizers are part of the marketing and communication team developing events or programs that leverage a particular product or initiative, increase brand awareness, enable prospect opportunities or support customer loyalty.
Misconception #2 – Event Planning is Easy
Event planning is harder than you think. When things run smooth, everyone thinks it was a breeze to coordinate the effort. However, more times than not, there are many snafus that occur behind the scene. A skilled planner knows how to resolve and manage those challenges with grace and ease, ensuring that no one is the wiser and that the event runs as if everything was perfect.
Misconception #3 – Anyone can be a Planner
I do believe that a lot of people can plan and execute an event, but I don’t think it is for everyone. You must have the ability to multitask, work under stress, meet multiple deadlines, be highly organized and last, but definitely not least, be passionate about event planning! Event planning can mean making personal sacrifices to include, but not limited to: long and unusual work hours, evenings, weekends and extensive travel. Event planning is a craft that requires not only creativity, but dedication, commitment and hard work. It is career for the meek. You’ve got to love it!
Misconception #3 – Planning is all Fun and Games
Planning events can be fun, for sure, but it’s also A LOT of hard work. At times, it can be highly administrative – creating event plans and spreadsheets, answering/sending emails, making phone calls etc. You have to juggle a lot of different tasks at once and meet a number of deadlines. As a result of juggling all these tasks, planning an event can become stressful. I personally love doing all the above as it’s part of what makes events so exciting and never boring. I think the real fun part is putting all the different pieces of an event together and seeing it fully executed.
WashingtonExec: You are involved with a lot of outside organizations. Why do you think community involvement in so important? Deneen Vaughn: May be a bit old-school, but I believe so strongly in having a “sense of community” as it involves creating relationships between people, rather than relationships with our physical amenities.I have a particular love and passion for supporting the growth and development of children and young adults. My life has been enriched by getting involved and supporting programs and initiatives where the benefit of children is at the core of the cause. As a child of God, I view community service as an act of responsibility, and not merely an act of generosity.WashingtonExec: What is your favorite book or what book has made a large impact on your life? Deneen Vaughn: Hmm, that’s a difficult question as I have a favorite author and I think every book of hers that I have read has provided me with encouragement and inspiration. However, Yesterday I Cried by Iyanla Vanzant tops my favorite book list. I read this book as a young woman and then again as an adult woman. This book is an emotional read as it is about faith, forgiveness and healing.A more recent read that I enjoyed was Amazing Grace by Ryan Phillips. I totally enjoyed this book; It was one that I just couldn’t get enough of. It really makes you examine yourself, and to also see the process of salvation, and the length to which our Lord and Savior Jesus Christ will go through to get our attention.WashingtonExec: What’s on the horizon for you professionally?Deneen Vaughn: Next, I would love to take the experience I’ve learned from working on MINI TAKES THE STATES and growing that from nothing to the tent pole event for MINI USA. I want to harness every bit of the experience I’ve gained and bottle it for another event or company. I want to build something from scratch and watch it grow, which is one of the most gratifying and rewarding experiences. I plan to continue to grow in the industry and push the limits of my creativity and experiential experiences. .google {left:100%;display:inline-block;position:fixed} займы до зарплаты онлайн
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