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A Complete Guide to Event Management

Akshay Birje
• June 11, 2024

(8 min read)

Event management, in the business context, is the process of putting together an event, end-to-end, be it an intimate team get-together or a large-scale corporate expo –  whether in person, virtually, or in a hybrid format.

Table of Content
Event Management and Event Planning

The purpose of event management is to ensure that despite the myriad variables involved in hosting any event, everything runs smoothly. 

The scope of event management broadly involves solid planning, allocation of resources, people, budgeting towards different expenses, and making sure that all foreseeable situations are planned for. 

Considering the sheer number of moving parts involved in hosting an event, it is absolutely essential that you invest in event management – whether it is an event management agency or an event management platform. This will not only streamline things and organize things but will also ensure a seamless, successful event at the end of the day!  

According to this report, event planning industry statistics, the global event management industry was worth $1,135.4 billion in 2019 and is expected to reach $1,552.9 billion by 2028. 

In this guide, we will learn about event management in depth, including the definition of event management, the benefits of event planning, and the key elements of event management. 

“Events are this really special magical thing that can create bonds between people, brands, and community.”

What is Event Management?

What is Event Management

Event management is the process of planning, organizing, and managing events of all sizes. From small business meetings to large conferences, any type of event can be designed, managed, and executed.

In fact, event management is one of the most crucial components of every small and large-scale company’s marketing plan.

Typically, to properly plan and execute your event, an experienced event planner or manager is brought in, who handles every aspect of the event. 

An event manager is one who takes responsibility for all aspects of event management including selecting the event venue, the ideal day and time to host it, the theme for the event, and everything else from there on till event day. 

Today, events take place both online and offline. However, virtual events are usually planned and organized on all-in-one event management software like Airmeet

These tools help carry out your virtual events seamlessly, offering real-time engagement and high-quality experience to attendees. 

According to this report, 81% of event managers say they host virtual events.

“It’s not about the event itself; it’s about creating a memorable experience for your audience.”

Key Elements of Event Management

Key Elements of Event Management

Understanding the key components of event management can help you organize and carry out your events successfully. These elements will provide a solid framework to plan your event, from start to finish. They are especially important to first-time event planners.

The key elements of event management are outlined below:

  • Developing an Event Theme: The first element of event management is an event theme. Developing an effective and relevant event theme is important for any kind of event. 

Consider your target demographic when you design your event theme. Carefully develop your event theme to meet your event goal and provide value to your audience.

  • Setting SMART Goal: Another significant aspect of event management is creating SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals. 

Decide what you wish to achieve by hosting an event, such as generating leads, increasing brand exposure, or both. 

If you set out a clear goal, you will be able to act accordingly, improve the planning process, and accomplish the desired results. 

  • Defining Target Audience: The next key element of your event planning process is defining your target audience. Conduct market research to gain insight into your target customers. 

Identify distinct traits of your target audience including their age, location, income range, and interests. Analyze data from previous events to recognize trends or patterns that you can borrow.  

Research your competitors and see if they are conducting similar events. Check their event mode, target market, and social media & event marketing efforts.

  • Event Budgeting: After defining your target demographics, look into the most important aspect of event management which is event budgeting. 

You must establish a precise budget in order to ensure your event runs well and stays within budget. 

Before deciding on a realistic event budget, consider some potential expenses such as venue selection, decor, catering, labor costs, speaker fees, and other costs that are associated with event management.

  • Event Landing Page: A crucial element of event management, especially when hosting a virtual event, is the landing page, also known as the “lead capture page”. 

Design a well-structured landing page with an event theme and engaging visuals such as high-quality images, videos, and infographics. Include all the essential details of the event. Also, mention the brief description of the event. 

Do not forget to put a call to action (CTA) on the landing page, which is a button that helps you to convert your visitors into attendees. 

Offer registration forms to capture participant information so that you may communicate with them in a more tailored manner and prepare a follow-up strategy.

  • Selecting Event Venue: Venue management can be one of the most time-consuming elements of the events management process. 

However, an appropriate location is needed to create a fun and engaging event experience for your event participants.

First, research well and make a list of some prospective venues as per event requirements.  Additionally, check the facilities, services, and amenities offered at each of these event locations.

Compare the cost of each event venue and see if the prices fit within your budget. View additional information such as security assurance, parking options, and other relevant accommodations.

  • Event Agenda Planning: The event agenda is another crucial component of event management. 

Once you secure your event venue, plan an event agenda that will be engaging and informative for your guests. 

While setting an agenda make sure to account for adequate breaks in between activities so guests can network with other attendees. 

Craft an agenda with specific information – event name, date, time, location, organization name, speaker name, and other relevant information. 

This way, everyone will know what to expect from an event. 

  • Finding Speakers and Sponsors for an Event: The event speaker is a vital part of any event since they set the tone and boost the credibility of the event. 

They play a key role in engaging the audience and providing a personalized presentation based on the audience’s needs. 

Understand your target audience’s preferences and conduct a thorough research on which speaker would bring your attendees the most value. Speak to a few and then identify which of them makes for the best keynote speaker for your event. 

Like speakers, sponsors also play a vital role in any large-scale event. They provide extra funding for your event. Sponsors assist you with your promotional activities and lower your expenses significantly. 

Like with speakers, you will have to research well to identify a sponsor whose values and goals align with your company’s. 

  • Event Registration and Ticketing: In-person events and hybrid events require a robust registration and ticketing system that can automate the registration and payment process. 

To simplify your event registration process, you need a user-friendly and well-designed event ticketing software. 

Automating your event registration process will allow you to centralize all of your participants’ information, allowing for easy access whenever you need. 

Select an event registration software that has automation capabilities such as creating a custom registration form, collecting attendee data and automatically sending out event tickets to registered participants. 

Make sure the chosen event booking software is integrated with the mobile app. As a mobile integration feature provides participants with a secure payment option and a convenient way to register for an event.

  • Promotion of an Event: Once you are done with the event agenda, you are ready to promote your event. To effectively promote the event, consider the use of multiple channels such as print advertising, email, and messaging. 

Create promotional materials such as flyers, banners, and posters to advertise your event actively and aggressively. 

Ensure that you have included all the information about an event in your promotional material such as date, time, venue, ticket price, and more.

Use social media platforms such as Facebook, Instagram, and LinkedIn in order to get the word out about your event. Also, run paid campaigns to attract a wider audience to your event.

  • Event Listing Websites: One of the more popular ways to market an event is to promote it on event listing sites. There are various event listing platforms available on the internet such as 10Times, Allevents, and Eventbrite

Depending on the nature of your event, you can choose a listing site that caters to your audience. 

You can advertise your event for free on such reputable listing sites and reach your event to a wider audience. 

When posting your event on listing sites, make sure that you attach event pictures. It will help you capture the attention of your audience.

  • Event Onsite Logistics: The final element of event management is event logistics. On-site administrative duties must be accomplished on time. Checking on-site logistics ensures the event runs smoothly and according to plan. 

Visit the event venue a day or two prior to the event and check whether everything is set up according to plan such as the event stage, seating arrangement, audio/visual equipment, lighting, decor, and more. 

Test wifi, projector, and audio/video equipment in advance to ensure they are working properly. Also, check with the caterer once in a while to make sure that food and drinks are prepared and delivered on time. 

By looking at these key areas in event logistics, you can proactively address any last-minute issues, and ensure everything is well coordinated and executed to perfection. 

Benefits of Hosting and Managing Events For Organizations

Benefits of Hosting and Managing Events For Organizations

Businesses can plan and host the event for various reasons. Whether you are organizing a trade show event, conference meeting, or team-building event, each one brings with it certain benefits to your team, and your company.  

Let’s discover how your business can benefit from hosting events:

  • Increases Brand Awareness: One of the primary benefits of hosting an event is that it allows businesses to promote their brand in front of a large audience. Additionally, it increases the visibility of your brand in the marketplace.

By hosting interactive workshops or trade show events, you can easily demonstrate your brand’s product and services to a targeted audience. This will significantly raise the brand value and recognition among potential customers. 

  • Builds Trust & Relationship: Another benefit of hosting an event is that you can gain trust and build a healthy relationship with your prospects and clients. 

When you fulfill your customer’s needs and expectations, you actually develop a long-term connection with them, and stand out from your competition. 

Events ultimately aid you in establishing long-term trust and relationships with prospective clients.

  • Generates Leads & Boost Sales: An event, whether in the form of a webinar or a new product launch, serves as a valuable platform for lead generation. 

Events let you connect with potential customers, showcase your products and services to interested customers, collect their contact information, and convert them into qualified customers. 

Holding live events also gives you an opportunity to sell your products or services right at the event location. 

Customers can experience the product directly and purchase it immediately which can lead to a huge increase in your sales.

  • Strengthens Your Internal Community: Events allow your employees to socialize outside of their typical job schedules. 

At events, employees can make new connections, build contacts, and create memories with them. 

This enhances communication among all team members and departments, which leads to a stronger internal community.

  • Networking: Networking is essential for all organizations, regardless of the size of the company. Holding events allows you to network with potential clients, customers, partners, and stakeholders.

Networking actually broadens your business connections and increases the scope of your business in your field. You also learn about business trends and receive valuable mentorship opportunities.

  • You Get to Have Fun: Hosting internal events or meetings provides your employees the opportunity to enjoy time with their colleagues. 

At events, when you celebrate the company’s milestones, and employees’ achievements & success, it really helps boost employee morale and make them confident in their work. 

This way you create a positive work culture in the workplace. 

Conclusion

Event Management is the process of designing well-organized events such as corporate events, trade fairs, educational events, and more. Successful event project management requires a great event planner who can properly handle every aspect of the event and organize a spectacular event. 

Alternatively, you can also consider investing in a robust event management platform, depending on the scope and scale of your event.

Event hosting is an ultimate strategy for businesses that provides numerous benefits including increased brand recognition, building relationships with customers, gaining potential leads, boosting sales, and strengthening the internal community. 

Critical elements like setting event themes & goals, defining a target audience, and choosing the event venue will assist you in hosting effective and successful events with ease. 

From selecting the event venue and managing the event budget to planning the agenda and checking logistics things, all these key aspects will ensure your event will deliver a seamless and memorable experience to attendees. 

FAQs

Event management software is a digital tool that is simply designed to plan, manage, and host online events. It includes several features for planning and executing a successful event such as event registration, scheduling, a ticketing system, customized features, attendee engagement features, and data analytics tools. Businesses of all sizes can make use of event planning software and organize a great virtual event.

The event organizer’s main responsibilities include designing event themes, allocating the event budget, researching & booking venues, contacting vendors, arranging catering, looking into logistics, supervising event set-up, booking event speakers, and developing post-event reports. An event specialist is responsible for organizing and managing every aspect of an event, from start to end. 

Event consultants should have a diverse set of skills. First, they should have a good understanding of events like how the event works, what kind of events can be held, etc. Additionally, event administrators should possess core skills such as understanding client’s needs & expectations, effective communication skills, active listening skills, strong organizational abilities, event budgeting & negotiation skills, problem-solving skills, leadership skills, and time management abilities.

Once you successfully host an event, focus on post-event strategies such as 

  • Send a personalized ‘thank you’ mail to attendees, speakers, sponsors, teams, and volunteers
  • Share a feedback form with your guests, right after the event 
  • Repurpose the event content for marketing purposes
  • Upload event photos and videos on the event website
  • Create content from the event and share it on various social media platforms
  • Analyze the overall performance of your event

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