Event management is a team effort but is generally tied to one individual, the team leader, final decision maker. It is the coordinated skills effort of planning, organizing, time managing, logistics, communication with internal/external suppliers to name a few skills. Events management takes in corporate events, office parties, client entertaining, fundraising, sporting events, fashion shows, and much more.
Every client is different, of course, and therefore every event has to be different. You have to look at practical things such as venue finding, on-site event management, accommodation organisation and AV technical support together with creative thinking in terms of choosing the right colours, sounds and smells to ensure everyone’s enjoyment.
Some of the key skills needed are:
- excellent organisation skills.
- the ability to carry out a number of tasks at the same time.
- good communication skills.
- people skills.
- a creative approach to problem-solving.
- a high level of attention to detail.
- the ability to work under pressure and meet tight deadlines.
- good negotiation skills
- sales skills; and
- marketing skills (online and offline).
Get the event right and what a buzz get it wrong and what a living nightmare.
The Presidents Club – Good event gone wrong
Being involved in organising such an event and/or inviting clients to attend could have resulted in a major embarrassment from the person organising the event and to the company who had sanctioned this event. Reputations of clients, colleagues and companies would potentially be ruined.
The event was conceived more than 30 years ago to raise money for charity, fantastic idea, well meaning event but somehow times changed. The Presidents Club Charitable Trust was a British charity known for an annual charity dinner held from 1985 to 2018. The dinner, held usually at The Dorchester hotel in London, was for male guests only and was considered a “mainstay of London’s social calendar”. After the Financial Times reported on sexual misconduct at the 2018 dinner, the charity announced its intent to disband.
A sad end for this event.
Glastonbury – Good event gone great
Since its beginning in 1970, Glastonbury has steadily got bigger and bigger over the past four decades years to become the most iconic festival on the planet. The first Festival was held on the day after Jimi Hendrix died, over a two day period and before long “word had got around”. Attendance was only 1,500 and the entrance fee was £1 including free milk from the farm.
Fast forward to 1918 – money made from ticket sales over the lifetime of the festival to date is £325m, the price of the festival is £225 and the total official attendance at all festivals to date is 2.8m.
This event is now on the social calendar, its founder and organise, Michael Eavis, has something to be proud of.
Is Event Management Important?
Yes. In today’s buyer-empowered world, businesses need to seize every opportunity to build their brand, cement relationships, generate goodwill, and earn the trust of prospective buyers and clients. Today’s educated clients want so much more than a pitch when evaluating solutions or making purchasing decisions. Events offer a unique opportunity for them to interact with brands to get a first-hand sense of a company’s focus, perspective, and personality. Event management needs to be an integral part of any company’s business development, and a strategic combination of offline and online events are essential to any company’s bottom line.
Even in this digital obsessed world one of the best ways to sell a product or service is to hold an event. People like events. Whether it’s a party, free giveaway or just a novelty occasion, as long as it’s memorable the event and your company will live long in the memory for its clients and colleagues.
Pressing the flesh
The personal touch, handshakes, eye contacts and engagement factor cannot be replicated even by an online video chat. Instead the real life setting helps build trust and honesty as all parties can communicate efficiently. At busy events you will hopefully end up interacting and networking with a lot more colleagues and clients in one day than you would across a few weeks worth of sales meetings.
A lot of marketing campaigns now focus online, mainly because it is a much cheaper way of reaching a lot more people. While online marketing events do exist and can prove beneficial, physical events are still superior. The main reason for this is that they allow you to interact face-to-face with potential clients, customers and investors.
Event management is the concept, coordination, planning, budgeting and management of all the people, teams, logistics and features that come together to create an event or occasion, it will test all your skills, character and commitment, but once you get it right on the night it’s a lifetime achievement which will deliver recognition and huge rewards, cement your name amongst the echelons of the legal world.
About the Author
Jannette Brimm is a soft skills specialist. After being approved by the SRA in 2013 to deliver training to solicitors, Jannette set up SKILLSSANCTUARY Ltd, the Chancery Lane based soft skills training company for solicitors only.
Working in the legal sector for 27 years, Jannette Brimm has provided IT, administrative and business support to solicitors at law firms such as Dentons, Maples and Calder (Cayman Islands), Watson Farley and Williams, Wedlake Bell, Eversheds and Mayer Brown and transferred all her business skills to create SKILLSSANCTUARY.