Organising a successful event requires planning, attention to detail and a good dose of problem solving.
Editorial
Organising an event: planning and communication
Date
29 April 2024
From supplier management and communication to event implementation and post-event management, each phase requires a methodical approach and a clear vision of the goals to be achieved. Although events generally take place over the course of short spans of time, the Event Manager's work begins months in advance, planning and coordinating each stage to ensure that everything runs smoothly and meets participants' expectations.
Defining the objectives: public or corporate event?
Defining the objectives to be achieved is the first step to be taken in order to start setting up an effective strategy focussing on the purpose of the event. This involves identifying the message that needs to be conveyed and the target audience in order to be effective and focused.
Once the initial objectives have been defined, it is crucial to determine whether the event is public or corporate, as each requires a different approach and strategy. Public events are usually aimed at a broad audience and can include campaigns, festivals and celebrations of various kinds. Examples of public events are:
- Open days: days when the public can visit visit schools, universities, companies or other organisations.
- Institutional events: official ceremonies, conferences or public meetings organised by government bodies or institutions.
- Concerts: live musical performances that can attract thousands of people.
- Sports events: football matches, marathons or tournaments involving sports fans.
Their purpose is often to entertain and engage people, so planning these events requires special attention to safety, accessibility and promotion through the most effective communication channels. Corporate events are generally aimed at internal teams and partners and can have different objectives, from the presentation of a particular novelty to regular updates and team building activities. Examples of corporate events include:
- Ceremonies: company anniversary celebrations, award ceremonies or retreats.
- Company meetings: periodic meetings for updates, strategies or internal training.
- Team building events: activities designed to improve teamwork and collaboration between team members.
- Fashion events: fashion shows or presentations of new collections which can involve both internal and external guests.
In these cases, the event can be communicated through company newsletters, personalised invitations or platforms such as LinkedIn.
Once the different objectives and type of event have been agreed, it is crucial to ask what people like, what their expectations are and what could make this experience unique and memorable.
Choosing the venue and date
The choice of venue and date is crucial to the success of the event and should be determined by the objectives set and the needs of the people invited. For corporate events, a venue that is aligned with the brand values and corporate culture can add significant value to the shared moment, while for public events, it is good to select a well-known location and above all recognisable. It is important to consider factors such as the venue capacity, parking spaces, accessibility, and proximity to public transport.
In terms of timing, choosing the right time can maximise participation and engagement. Avoiding periods of high competition from similar events or major holidays, unless the event is related to them, can therefore be beneficial to the event. In the case of a corporate event, it is important to take into account the corporate calendar in order to avoid overlapping with other already scheduled engagements.
Planning the schedule and budget
Planning the event
The event must be structured to keep guests engaged and involved from start to finish, alternating moments of education and information with interactive sessions, networking activities and moments of entertainment, even better if in front of a plentiful buffet. Each moment must be within the allotted time and follow a consistent logical flow. This encourages participation by keeping people actively interested. Despite careful planning, the unexpected can always happen. A good event manager must be prepared to handle unexpected situations calmly and competently, finding quick and effective solutions to minimise the impact on the event. The ability to adapt and solve problems on the spot is crucial to keeping the event on schedule and ensuring a positive experience for all participants.
The budget
Establishing a clear and realistic budget is essential in order to manage expenditure in the best possible way: venue, catering, technology, security and communications. To ensure that each of these aspects is covered without exceeding the spending limit, maintaining a budget reserve could be a strategic decision that allows flexibility in dealing with last-minute needs. Developing a communication strategy
Developing a communication strategy that can be adapted to the various online and offline platforms is key to effecttively promoting an event. In addition, the brand identity should be displayed and encapsulated in the means of communication, reflecting the unique character of the event, while remaining consistent with the company's values and characteristics.
Multi-channel marketing campaigns, if conceived in an original and strategic way, can be essential to reaching a wide range of potential participants and to encourage viral sharing on social networks. By incorporating these elements into a cohesive communications strategy, event managers can inform, excite and engage audiences, thereby increasing participation.
How to become an event manager
Becoming an event manager requires specific preparation, combining management, creativity, marketing and the ability to communicate effectively with clients, teams and suppliers.
Many professionals in the sector have degrees in disciplines including marketing, communication and management, but there are also specific courses in event management that offer focused and practical training. IED offers specialised courses that cover various aspects of event organisation, providing students with the necessary skills to stand out in this field by investing in practical and quality training.
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