Stages and Decision Makers in Event Management

The recent growth in Events as an industry around the world means that the management of events can no longer be ad hoc. The industry now includes events of all sizes from the Olympic down to arranging breakfast meeting for ten business people. Business event management is the practice of incorporating business logic into labeling events, communicating events and handling events. As such, business event management requires a profound interaction and cooperation among business stakeholders as well as the event management in order to meet out the prioritized needs of the stakeholders. Because of the difference between the perspectives of the individuals involved, insignificant events/perspectives can result in significant or serious potentials for business loss, damage to reputation or customer relationships or impacts on productivity and earnings have a profound impact on the bottom-line.

Management of an event encompasses all activities involved in planning, organizing, leading, staffing and evaluation of an event. Thus, it involves groundwork associated with events, i.e.,

• Venue selection
• Stage design
• Infrastructural facilities
• Liason with artists/performers
• Logistics plan etc.

Event management is considered as one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach out to them at the event.

Unlike planning for public events, after the initial concept or idea for an event has germinated, its feasibility is evaluated and then the activities are substantiated by actions. Event management is the application of the management practice of project management to the creation and development of events. It involves the following:

• Identifying target audience
• Feasibility studies
• Planning
• Co-ordination
• Executing the modalities of the proposed event

Event management requires strong organizational, budgeting and creative skills. Those who work as event managers must be comfortable with interacting with all levels of individuals inside and outside of their organization. Event management is the process beyond planning, executing and evaluating corporate, associations, non-profit organizations, government and social events.

Event Planning Staff

Nobody has unlimited time in the day, and a corporate event planner cannot be in two places at the same time. Having support staff available is essential for a successful event. Remember that when assigning the following tasks, it is your responsibility to work with team members to create individual project deadlines so that you can manage the timeline and optimally use your available resources. These team members are responsible for tasks such as:

• Ensuring presentation technology is functioning
• Working with venue staff to provide food and other amenities
• Registering event participants
• Coordinating lodging and transportation for participants and presenters
• Preparing information packets and setup/takedown of the event materials

Attendees

You can’t have a successful corporate event without participants. The more engaged they are before, during, and after the event, the higher the chance of success for all involved stakeholders. Bear this in mind as you plan the agenda and schedule learning events. Incorporate a variety of sessions to keep people engaged and consider one or more experiential events. Start engaging attendees in the days and weeks before the event to generate excitement and maintain the momentum you’ve built by investing time into planning a reinforcement and measurement strategy for after the event concludes.

Corporate event planning is no small task. Even a single-day company event can take months of careful planning and a tight-knit team to successfully execute. Form your team early to ensure faster decision-making and greater buy-in from all the key stakeholders throughout the process.

Stages in Event Management

Determine Event Objectives

This stage sets the groundwork for the entire event and is typically directed by senior leadership. If the annual gala goals for this year are vague, work together to create key objectives to ensure your donors and attendees feel engaged as a result of the event.

• Create/define event objectives
• Select your audience
• Determine your budget
• Assemble your event team

Choose Event Partners

Some events can be created, directed, and executed entirely with your in-house staff. Other events will require venue management, stage directors, catering staff, publicity coordination, and more.

• Select necessary partners to augment your event team
• Choose an appropriate venue
• Set a date
• Design the overall experience
• Create a communication plan; invitations, programs, media relations, etc.

Create Event Content

While the logistics of event planning are important for obvious reasons, the content of the event is critical for creating a meaningful experience rather than “just another event.” Revisit your defined event objectives and work with your internal staff and chosen event partners to create truly inspiring content that speaks to the audience while helping meet the event objectives.

• Confirm key performers; musicians, speakers, VIPs
• Create video elements to enhance the content, considering what you might want to use for post-event material
• Implement a communication plan or plans
• Finalize all event details

Execute the Event

Host an amazing and engaging event that connects, inspires, and energizes donors. With the right partners and with so much work done ahead of time you can relax a bit and ensure your audience is enjoying the event.

• Greet the guests as they arrive
• Monitor the venue; room temperature, beverages, any safety concerns
• Assess the audience; interest, engagement, enjoyment

Develop Post-Event Materials

Many events end as soon as they are over, but it doesn’t have to be that way. Well-designed roadshow tools can help the meaningful experience live beyond the event itself. Determine the most effective way for your team to maximize the resources and materials you’ve created for the event.

• Excerpt of event video for guests who couldn’t attend
• Roadshow video for small group presentations
• Personalized impact stories for website

Decision-Makers

Depending on the scope of the event and the size of the organization, there will most likely be one or more executives involved in laying the groundwork. It is important to understand what their thoughts are on the business goals associated with the event, the budget, the agenda, and so on. Some of the responsibilities that executive decision-makers have during planning are:

• Determining the overall budget for the event
• Determining the business objectives, theme, and tone of the event
• Vetting the speakers and activities
• Approving major expenditures
• Participating in development of the agenda
• Making crucial decisions throughout the planning process
• Not only participating in and championing the event itself but also the activities pre and post to set the tone