Event management is a union between project management and marketing. The secret to sensational events is early and detailed project planning. Additionally excellent communication, including keeping each key team member/stake holder informed regularly.
Planning should include 9 key elements for success:
Purpose – Why are you having the event? Is it a rare networking opportunity. To highlight exciting opportunities with new technology. To launch a new product or service.
Outcomes – What do you want to achieve from the event especially for the audience? Each outcome statement suggests a different approach to strategy, content and marketing. An example might be: “delegates will have opportunities to sample suppliers’ products and services”.
Size – Target market analysis will help ascertain the number of candidates you might expect. Size dictates venue, catering and logistics required as well as marketing goals. How many numbers do you need to break even and how easy will it be to achieve this given the target market, are they receptive to events like this?
Strategies – Strategies are about how to achieve your outcomes. E.g.: the theme, speaker’s schedule and topics, hospitality, security, technology. Each strategy must be thoroughly planned and aligned with the purpose, the target market and key messages. Additionally a marketing strategy to attract both delegates and sponsors.
Timeline – Unlike many general projects, planning an event will have strict deadlines with little margin for error. For this reason it is vital that planning begin early.
Budget – Be realistic about how much you can afford and what you would like to receive for your investment. Research will help you identify where you can receive the best value for money. Many events engage sponsors who wish to promote their product / service in exchange for a fee to help cover the costs of the event. Sponsors can be pitched at varying levels, e.g. gold, silver and bronze sponsors with sponsor costs to reflect the level. Additionally offer a satchel insert to other participants and an entry level price.
Responsibilities – An often undervalued skill in event project management is the ability to delegate appropriately. The co-ordinator ensures there are people available when needed with skills to undertake all the tasks required to implement strategy.
Risk Assessment – No plan is complete without a detailed risk assessment and strategies to manage risks as they emerge.
Measurement – You will want to repeat a successful event, so include ways to effectively measure achievement of outcomes.
