Having celebrities perform or speak at your show creates real excitement and buzz around the event. Attendees always notice when a music star, actor or personality comes to their meeting or conference, and celebrities can be an effective way to get across key company messages to this highly targeted audience.

Celebrities tend to require more hand-holding, preparation and care than other presenters at events for the simple reason that they’re not a part of the organization hosting the event. They need to be handled appropriately to ensure maximum impact of their performance. Special care must be taken to get the most effective appearance possible.

1. A Little Preparation Goes a Long Way

Most celebrities employ a manager, so if you can’t work directly with the celebrity, it’s very important to work as closely as possible with their manager. A simple 30-45 minute phone call to outline the event, audience, key messages, expectations and logistics could mean the difference between a successful appearance and a disaster for both the personality and the host organization.

For example, if the venue has limitations that don’t meet specific rider requirements (riders are documents that outline the celebrity’s technical requirements, dressing room preferences, food, transportation, amenities and other personal/performance- related needs), it’s better to communicate these limitations up front, well in advance, rather than on the day of the event.

Organizers should also describe the audience that will be in attendance at the event, the kinds of messages they will be interested in, and the level of the audience members (sales people, C-level executives, dealers, etc.). If properly briefed early on in the process, the celebrity will be completely prepared for the type of attendee at the event and be able to deliver key messages effectively.

Taking this short amount of time to prepare the celebrity and his/her manager for the event may seem like common sense but because celebrities’ schedules are so full, a short prep call to review the details will be appreciated and will result in a more effective appearance.

2. No Such Thing as an Easy Rider

Countless jokes and pop culture references have been made about the outrageous riders some celebrities provide. In 1982, Van Halen declared that no brown M&Ms would be allowed in the dressing room. For a comedy tour in 2008,Will Ferrell required that every venue provide a three-wheeled scooter.Magician David Copperfield mandated that he stay in the best room of every hotel in which he performed. Although many celebrity riders include unusual requests, riders are an important part of ensuring comfort for the celebrity when he/she arrives on-site.

It’s critical for event planners to obtain the rider before the prep call so they can discuss and negotiate any hard-to-obtain or extremely costly items or services. On the day of the celebrity’s arrival, special attention should be paid to the little things like luggage, ground transportation and handling the celebrity’s personal assistants and entourage. Going beyond the requirements of the rider will also show the celebrity that show organizers care about his/her comfort. For instance, even if the rider doesn’t call for it, a nice touch is to pre-register the entire group at their selected hotel so they can go right up to their rooms without waiting in line. Although riders can seem like a hassle, making sure each detail is perfect will put the celebrity and entourage in the right mood to make an effective appearance at the event.

3. Set and Stick to a Day-of Schedule

The time leading up to the actual appearance or performance can be tense as everyone involved with the event is being pulled in different directions. But setting a schedule for the day and sticking to it will help keep the celebrity focused and at ease throughout the day.

For instance, rehearsals and sound checks need to be tightly managed to allow ample stage time. Celebrities might not perform at their best if they don’t have enough time to prepare and, like all of us, they tend to dislike having their schedule switched around at the last minute.

Usually, there’s a meet-andgreet where the personality will chat with VIPs and show management, sign CDs and headshots and take pictures. Organizers need to ensure that the proper staging area is set up with comfortable furniture and appropriate food and drinks. They should also manage traffic flow so that the celebrity isn’t monopolized by one or two people the entire time.

Once the meet-and-greet is over and the time for the appearance approaches, the celebrity should have enough time and space to decompress, go over key messages one more time and get ready to address attendees.

4. Assign a Point Person

One person should be assigned as the main contact for the celebrity and management throughout the planning stages and on the day of the event. That person should be responsible for coordinating all aspects of the celebrity’s performance. Clearly indentifying and maintaining a single point of contact for the talent and his/her management will ensure that there’s no confusion and that nothing that was agreed to in the planning stages falls through the cracks on-site or the day of the performance.

5. Don’t Forget About the Crew

The crew that travels with the celebrity is in the trenches with the event planner, and the happier they are, the better. Crew members communicate directly with the celebrity about their experiences with the host organization and the organizers, so it’s critical to take care of them and help give them a good working experience.

By taking the time to pay attention to all the details, large and small, organizers can ensure they get the most effective performance possible when booking celebrities for their events.

Scott Cullather is Founder and Managing Partner of inVNT (www.invnt.com), a live events agency that enhances and supports brand messaging for companies and trade associations.