9 steps to successful event management

Event management is a union between project management and marketing. The secret to sensational events is early and detailed project planning. Also, excellent communication, including keeping each key team member/stakeholder regularly informed.

Planning must include 9 key elements for success:

Goal – Why do you have the event? Is it a rare networking opportunity? To highlight exciting opportunities with new technology. To launch a new product or service.

Results – What do you want to achieve with the event especially for the audience? Each bottom line suggests a different approach to strategy, content, and marketing. An example might be: “delegates will have the opportunity to try the vendors’ products and services.”

Size – Analysis of the target market will help determine the number of candidates you can expect. The size determines the necessary venue, catering and logistics, as well as marketing objectives. How many numbers do you need to break even and how easy will it be to achieve given the target market, are they receptive to events like this?

Strategies – Strategies are about how to achieve your results. For example: the theme, speaker times and topics, hospitality, security, technology. Each strategy must be carefully planned and aligned with the purpose, 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 room for error. For this reason, it is vital that planning begins early.

Budget – Be realistic about how much you can pay 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 involve sponsors who want to promote their product/service for a fee to help cover the costs of the event. Sponsors can be featured at different levels, for example gold, silver and bronze sponsors with sponsor costs to reflect the level. Also, offer a portfolio 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 coordinator ensures that there are people available when needed with the skills to perform all the tasks required to implement the strategy.

Risks evaluation – No plan is complete without a detailed risk assessment and strategies to manage risks as they arise.

Measurement – You will want to repeat a successful event, so include ways to effectively measure the achievement of results.