If event management is to be defined precisely and concisely, Wikipedia has got it just right. The online encyclopaedia explains event management as “the application of project management to the creation and development of large scale events. It involves studying the brand, identifying the target audience, devising the event concept, planning the logistics, and coordinating the technical aspects before actually launching the event”.
Need for event management
There are almost limitless possibilities for which a professional event management company can be hired. The most important is product launches. The grander it is the higher will be the possibility of the product quickly gaining market share. Today, almost everything from perfumes to detergents is launched at glittering events managed by professional companies. Other areas where event management companies have tightened their stranglehold are organising sports events including mega ones like Olympics, weddings, festivals and concerts and meetings and conferences.
With more and more sectors depending on event managers to take care of their events on a turnkey basis, it is estimated that the sector will grow to $50 billion by 2020!
Event management process
Whatever may be the event being organised, there will be a few essential tasks at the core. The first is obviously studying the objective of the event before any strategy can be worked out. The second is establishing timelines for every sub-activity and coordinating and scheduling responsibilities given to other people. Catering, venue preparation and digital and technological set-up are some of the key components of any event management.
Once the venue has been selected, managing suppliers is a huge job. Fixing caterers, lighting, decoration and short-listing and finalising contracts with the main suppliers is no mean task. Finally, the managers have to work within the budget allotted and ensure that everything works with clockwork precision.
Even the best laid plans can go wrong so one of the primary strengths of any top event manager is the ability to manage risk. The more complex an event is, the higher the risk and number of possible multiple points of failure. Knowing what the risks might be and working out strategies to minimise them as well as developing a robust contingency plan is an integral part of any event management.
Skills of an event manager
The success of an event rides on the skills of the event manager. One of the basic qualities that is essential is an eye for detail. It is necessary to know exactly what is needed and when. Being able to run the event under tightly monitored and well organised conditions is another attribute. The ability to multitask is crucial for an event manager. There will be hundreds of things to monitor and the manager should have full control over everything. Even though he/she may delegate tasks to others the ultimate responsibility rests on the manager.
These are some of the sides to event management and the tasks of an event manager.