What is event management?
A short definition
The event management department takes care of the creation, promotion, organisation and good management of events. These can be of a very varied nature. Whether it is a cultural event, a sports meeting, a political meeting or even a personal event, each of these events is based on a theme. Moreover, the events can be aimed at companies, individuals, or more generally at the general public. Finally, a large number of professions have a say in the smooth running of an event.
Events by and for companies
In-house events serve above all to inform, motivate and retain company staff. We will see later on the different types of events concerned.
External events are intended to stimulate the company's activity. Going to meet customers, working on one's image or presenting new products are all motivations for organising public events for professionals. For example, a conference, an open day, a congress or trade fairs, which welcome between ten and thousands of people and which are sometimes by registration or invitation: these B2B or B2C events can also be important in your communication strategy.
Events for individuals
Although they are not always supervised by professionals, events for individuals sometimes have needs that require a specific skill. For some events, it may be appropriate to use a professional organizer. For example, a wedding planner has all the skills to help you organize your wedding, including presenting you with the best possible choice of service providers after comparing multiple quotes.
Different types of events open to the general public exist in extremely varied fields such as culture, sport, prevention, solidarity, etc. These events include all events open to the public without any particular restrictions, such as commemorations, festivals, carnivals, not forgetting fairs and sports competitions.
What is event marketing?
The definition in a few words
Event marketing consists of a panel of techniques aimed at capturing the attention of different targets by organising an event action, during which it is possible to involve prestigious guests and propose outstanding activities.
Emotion is at the heart of event marketing. It is about creating an unforgettable experience, opening the door to exchanges and federating the public. This is why the objectives of this sector are as follows:
- To showcase its customers, its products or its services,
- Attract the attention of the end consumer,
- Awaken the interest of the influential media that will cover the event,
- Build customer loyalty,
- Work on the company's brand image.
The nature of the event depends on the theme. In this article, we will focus on the professional sphere. These objectives are therefore adequate with the logic of event marketing, but some of them are not relevant in the context of a private event.
The means available
The means available may differ widely depending on your budget, the values of your company, the service providers available on the market and the type of event.
The first case concerns companies close to the cultural sector. They wish to have a suitable space to organise their event in the way they want. From this point of view, the location must be suitable for the implementation of the planned activities and the deployment of ideas that have been thought out long beforehand. An event is a good opportunity to evoke the company's values. It also gives the opportunity to highlight an innovation capable of amazing an audience.
Other companies opt for street marketing. The street and public spaces then become the territories of an unexpected event. It can be a performance, an action around an innovative device or the display of a particular advertising message or image. These events, designed above all to attract the public's attention, must leave a strong impression on them.
What is the role of events in a company's strategy?
Working on your brand image
A company's communication strategy is no longer limited to postings, advertisements and messages on social networks. Most importantly, it is not limited to a web browser, even in the digital age. It's a more global communication approach that must be consistent across all media and targets. Therefore, the organization of an event can be part of the work on your brand image and the enhancement of your products and services.
An event gives professionals a privileged space to meet their target audience, with the aim of bringing them to their field to live the experience they have imagined for them. Marketing therefore consists of making yourself visible in the daily life of the consumer by capturing their attention. Here, the consumer has your full attention because he will be present at the event you have organized for him.
Building customer loyalty
Your event communication action will only bear fruit when your customers have attended the event you have organised. Your objective is therefore to make consumers want to attend your event. To do this, you must communicate beforehand, on social networks but also on traditional media. When your customers will be present, you will be able to provide them with the best possible conditions to enjoy the event.
The event itself will thus contribute to customer loyalty. By offering them activities, preview information, all the comfort of a quality reception and impeccable service, you allow them to associate your company and your products with this quality moment. Your customer will be loyal to you because he will feel that he has shared something with your company: a moment that you would have liked to offer him.
Why do event communication?
Inform the target that an event is taking place
Before an event, you need to communicate on it to set the stage. You can reveal some of the behind-the-scenes work involved in preparing for the event, but you can also involve your target, for example by asking them what they want to see when they get there. This allows you to generate a dialogue between the consumer and the company. You will then have an overview of the number of participants expected, but also of what your teams need to put in place to satisfy them.
This information is also a great way to get people talking about you if your approach is viral. Coupling the organization of an event with strong communication will give you more visibility and attractiveness, even to those who could not attend your event or those who did not think they would attend. Stimulate interest and desire to make your event a hot topic of discussion.
Collect data after the event
Once the event is over, it is in your best interest to continue communicating. Even if the meeting has taken place, you still have a lot of analytical work to do to evaluate the effectiveness and usefulness of your approach. In this process, your participants can provide feedback on what they thought of your events. It is up to you to solicit them again a few weeks later and suggest that you contact them again if any other such benefits should take place.
By taking this step back, you approach the post-event in a constructive way. Anything you can learn and mobilize later will save you time and money. Your participants certainly have things to tell you. In analyzing their feedback, you may be surprised by their perception of certain things that did not necessarily correspond to your initial vision.
What are the types of corporate events?
There are many types of corporate events. However, not all of them will be suitable for every situation. Here we will discuss the most common types of corporate events.
The team building activity
This corporate event helps to strengthen team cohesion. It is an animation around a moment of conviviality, such as a meal, a day of physical activity or a team outing in a cultural place. Anything that can encourage collaboration and sharing by promoting team spirit and leaving aside hierarchical relationships is good to take.
A conference is a large presentation in which a company speaks to give information to an audience. It can be a press conference, an announcement of new products or services, or a presentation of results or important decisions. It is a form of top-down communication where the audience does not speak and ask questions during the speech, but in a question-and-answer session immediately after the end of the speech.
The launch party
A launch party is used to celebrate the availability of a product or service. This evening is a form of reward for employees who have worked on the subject of the launch, but also for consumers who may have pre-ordered the product or service and wish to share their enthusiasm at the idea of finally having access to it.
Although it is tending to become very common in many trades, afterwork is nonetheless a privileged moment which, to a certain extent, contributes to team cohesion. Here, there is no specific activity organised, as it is a moment of sharing and team building after the working day over a drink. The afterwork usually starts around 7 p.m. and gives the opportunity, at the company's expense, to relax with colleagues.
Do we still have to present trade shows and fairs? These are B2B or B2C meeting places where one or more companies organise an event around a given theme. Trade fairs bring together stands, each of which offers an experience or demonstration to take part in. They often provide an opportunity to put professionals from a given sector in touch with each other.
What are the professions in the event industry?
Event Project Manager
The project manager must manage the time and budget of the project. He or she acts as a bridge to the client and dispatches the work to the different teams. If he lacks a skill, he has to go and find it with service providers, at the best price and in accordance with the project schedule. He is responsible to the client for the smooth running of the project. His role as coordinator requires an excellent sense of organization and knowledge in many different fields.
Event Communication Officer
He is responsible for the design of communication operations. He is notably found behind festivals, congresses and sporting events. He spends a lot of time in the field and must be present at the site of an event to be able to cover it live, but also to have the images and information he needs to create a medium that will report on its progress. Among the qualities required are creativity and the ability to make an impression.
An event organizer is an individual in the field. He or she coordinates on-site operations, whether conducted in-house or by service providers, and must ensure that every detail is valid in relation to the customer's order. Depending on the nature of the event, the organiser will have to deal with different constraints: technical, logistical, security, etc. Nevertheless, the qualities required are always the same: creativity, great autonomy, excellent interpersonal skills and attention to detail.
In an exhibition, the curator chooses the location, theme and works to be exhibited. He is not only responsible for the organization, but also ensures that the project is financially sound and that the guests are satisfied at the opening. The curator is both project manager and organizer, and has a thorough knowledge of the subject matter.
How to choose your event agency?
Preparing your application
Before commissioning an agency, it is essential to think about the type of event you want to organise. An important event must be anticipated and thought out well in advance, otherwise the service provider that you will commission will not be able to give you complete satisfaction. To do this, you can ask yourself the following questions:
- What type of event do you want to organise?
- What format should the event take?
- What are your objectives through this event?
- On what date should it take place?
- What is the target audience for your event?
- What is your overall budget?
All that remains is to structure the answers to all these questions in a document that you can present to the agencies you meet with. They will certainly have questions to ask you in order to propose the offer that best suits your needs.
Pay attention to the important aspects
An agency that comes out of nowhere can't justify its competence and certainly doesn't deserve your attention. Before validating an agency's quote and commissioning it, it is advisable to find out about the projects it has already been able to implement, the satisfaction of its clients and even its working methods. The organization of your project will take time and it is imperative that it is of quality. An agency that finds it difficult to maintain good relations with its clients risks working alongside you without giving you satisfaction. Before accepting their quote, take a look at the website of the agency you are thinking of selecting and don't hesitate to contact their former clients to get feedback on their services, if possible.
What is the role of an event agency?
An agency must help you beyond the organizational aspects, by accompanying you and setting up a framework that is conducive to collaboration. Thus, when commissioning an agency, you should have visibility on the following elements:
- The project schedule,
- The objectives to be achieved,
- The actions to be taken,
- The choice of service providers,
- The budget not to be exceeded.
You should take advantage of the agency's experience on these different subjects. But don't forget that you are the only decision-maker. In order to carry out your role in the best possible conditions, you need an agency that gives you all the keys to understanding your project.
Making know-how available
You may already have all the organizational and planning skills to make your events a success. However, when it comes to producing visuals, communicating online or showing a structure on site, you will need knowledge or time that you may not have. The event agency must also provide you with logistical, creative and organisational support through its in-house staff and the service providers it commissions.
Finding an agency therefore does not mean losing control of your project, but receiving help. This substantial support can make all the difference, by providing you with some turnkey input before the event but also on the day itself.
The events sector calls on a wide variety of skills and professions. This diversity of profiles makes it possible to bring your ideas to life, either by leading everything from within your company, or by entrusting all or part of your project to an agency. In any case, projects must be worked on upstream and in sufficient detail to obtain the expected results.
The events sector brings together all the professions involved in designing events: from their creation to their organisation and management, not forgetting their promotion.
This discipline consists of event marketing. Its objective is to convey ideas and emotions, to open up dialogue and to create unforgettable memories by organising memorable events.
It is part of a more general communication strategy and allows you to promote your products, services or simply your company through the organisation of events.
It allows you to build a bridge with your visitors before, during and after your event. In this way, you make sure that you will have an audience on the D-day, and they will have all the information they need to live an unforgettable experience thanks to the animations you will offer them.
Thanks to events, a company can extend its network, communicate and even accelerate its sales. Indeed, events also have an important impact on the image of your company as well as on the loyalty of your customers.
There are many types of events that can be organized by and for companies. However, not all of them will be suitable for every situation. Here is a non-exhaustive list:
- Team building activities
- Seminars / Conventions
- Open days
- The company's anniversary
- The launch party
- The afterworks
- Trade fairs
The main professions include the following positions:
- Event project manager,
- In charge of artistic or cultural projects,
- Event Communication Officer,
- Curator of a trade fair/exhibition,
- Organizer of events or shows.
An event agency must accompany you on all aspects of the organization of an event:
- By carrying out the technical specifications,
- Looking for the service providers necessary for the success of the event: room and infrastructure rental, caterer, sound engineer, security guards, cleaning company, etc..,
- By helping with the planning and design of the event itself,
- By taking stock of the event once it is over.
The agency can relieve you of a very large amount of work in addition to providing you with expertise and experience that you may not have.
First of all, don't forget to write a brief describing the expectations and constraints of your project. This will give a better idea of the context to the agencies that will respond to your call for tenders. You will then be able to better evaluate the approach, rates and interpersonal skills of each agency that will respond, without forgetting to compare their service offers and quotes. Finally, choose the candidate who will provide the best response to your brief and guarantee the success of your event.
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