Mastering Event Management

Event management is a huge industry world wide. Key aspects of event management processes are associated with the creation, conduct and delivery of corporate, public and private events.
Public events include festivals, street parades, fairs and sporting events. Corporate events cover product launches, functions, fundraising events, conferences etc. Private events are those such as weddings and parties.

Every event is different and must be treated individually. Event managers need to meet the specific objectives of the client whilst ensuring budget requirements are met. Correct and detailed planning will minimise the risk of something going wrong, will help make the event run smoothly and on budget, and will reduce stress on yourself and your client.

Another important factor in event management is evaluation. It is essential that events are comprehensively evaluated on completion and that the findings from the evaluations are used to enhance subsequent events. Comparisons with the event’s performance over time and with other similar events are powerful ways to ensure that events meet the changing needs of consumers. Events can be evaluated in terms of their economic, social, environmental, branding and media impacts.

One of the key success factors in event management is growing your client base. It is essential to nurture existing clients to ensure they keep coming back. Recent interviews conducted by MICE magazine (June 2007) asked the industries leading event coordinators their tips for repeat business. The top 5 responses were:

1. Show your passion – Instil trust by letting the client know how fervent you are about their event. (Patrick Doyle: Staging Connections)
2. Understand the business and its
   people – research the client’s history on the internet before making contact (Libbie Ray: Australian Jockey Club)
3. Go above and beyond – ensure that the benefits and services you offer are delivered with something extra or unique (Amanda Trotman: Forum Group)
4. Understand your client and their expectations – qualify their budget against their expectations and always deliver high impact
   (Julie Little: Fresh Catering)
5. Listen from the beginning – ensure you understand the clients’ objective. Work with them on their timeline, provide quick responses and be available (Lynn Fairbass: NT Convention Bureau)

For more information go to: www.norsearch.scu.edu.au

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