In my growing up years I was always fascinated with the functions, parties, and events that I have attended. The fascination was not for the nice dresses or good food but for the hardwork which goes behind pulling off an event. Questions like why do we organize events? What does it take to put a show together? How do people pull off successful events? How are the logistics managed? Struck me…..

Little did I know, this fascination of mine will land me in a job which will engage me in not only organizing Global events but also conceiving them. So, I thought of sharing my tryst with managing events : )

Let me first define Event Management: “Event management is a union between project management and marketing. The secret to successful events is early and detailed project planning. Unlike many general projects, planning an event should have strict deadlines with little margin for error. For this reason it is vital that planning begins early“

Some key steps that should be kept in mind while organizing an event are:

1) Develop Event Concept Note: When organizing an event it is important to define WHY the event is being held: The organizers must also ascertain WHO will attend the event. The key questions to ask at this early developmental stage are:

a. What is this event for?

b. What form will it take?

c. When and where will it be held?

d. How will the event benefit participants?

e. What could be barriers?

2) Develop budget and monitor finances: List all the essential costs for the event. Costs should include administration, event delivery, marketing, communication and contingency (normally 15% of total budget expenditure). Usually events also generate some income: Direct Income (Delegation Fee) Indirect Income (advertising, sponsorships and partnerships). All sponsorships should be noted as income.

3) Event planning and preparation: It’s a good idea to establish a formal team to organize the event. The team should consist of committed members who  posses complimentary skills. The team should also have the a leader who shall play the role of event convener.

4) Allocation of Responsibilities: Once the team has been formed outline the responsibilities of each member-their tasks with timelines. It is advisable to use appropriate project management tools to monitor timely deliverance.

5) Identify crucial activities for the event: It is important to divide the activities in event organizing into a project chart and then divide the chart into three phase viz:

a. Pre-Event Phase: During this phase the following activities should be undertaken and closely monitored:

i. Forming the Agenda

ii. Getting in best speakers

iii. Generating sponsorships

iv. Marketing the event

v. Delegate Acquisition

b. Event delivery phase: This means the actual day of the event. This requires a clear understanding at the event of each member of their responsibilities. The responsibilities may be as below:

i. Floor Plan

ii. Audio/Video

iii. Master of Ceremonies

iv. Speaker Co-ordination

v. Public Relations

vi. Delegates management

vii. Sponsors management

c. Post Event Phase: Although you and your team has been able to pull a successful event you must be careful of the post event tasks these include:

i. Obtain feedback from participants;

ii. Thank and recognise all involved in the event including volunteers, sponsors, media and participants;

iii. Hold a debriefing session;

iv. Send out event reports to all sponsors and key organisations; and

v. Ensure records are kept in a central place for running the event in the future

vi. Ensure all the business leads generated through the event are passed out to the relevant people within or outside of your organization

The management of events calls, largely for good planning and coordination, from stage one.

 

Contributed by : Richa Kapoor, Knowledge Buddy, External Relations, Milagrow