At its core, event management is the process of planning, organising and executing a successful event. This includes any type of event, whether hosted in-person, virtually or a hybrid event in Singapore. It involves coordinating various aspects of an event, such as venue selection, vendor management, budgeting, marketing, and logistics. But before we delve deeper into what event management is all about, how different event types impact event management, and the strategies you need to carry out successful events, it is good to know the difference between event management and its synonym sister – event planning.
Difference Between Event Management and Event Planning
Often, the phrases event management services and event planning services are used interchangeably. While they may be closely related terms, there are some notable differences between them.
Event planning refers to the process of creating a blueprint for an event and involves activities such as setting goals and objectives, budgeting, venue selection, vendor management and marketing. It involves working closely with the client to conceptualise an event that reflects their idea and vision while meeting the event objective.
Event management, on the other hand, encompasses event management solutions to executing the event. While the event planner plans, coordinates and executes the event, event managers are responsible for the entire programme. They create, coordinate and manage different aspects of the event as well as the teams responsible for each part.
In summary, event planning is a subset of event management and focuses on the initial planning phase while event management handles the entire process of organising and running an event, from start to finish. As their responsibilities may overlap, event planners and managers often work together, making successful events possible.
Main Components of Effective Event Management
Event management is a complex process that requires careful attention to detail, strong organisation skills and an understanding of the various components involved in creating a successful event. It features 4 core categories which are
1. Event Strategy
This is the stage of event management that overlaps the most with the event planning process. Organisers set their goals, define their target audience, create a budget, and determine the theme for their event.
An event strategy plan often requires input from different teams including marketing, sales and creatives. They all work together under the guidance of an event manager who ensures the strategy is in sync with the event’s vision and key logistics. An event brief, event branding guidelines and project trackers are some of the common deliverables introduced in this component.
2. Event Promotion
Events give you a chance to connect with customers in a highly personal manner. But for you to build that connection, attendance is needed and this is where event promotion comes in. There are a variety of channels that you can use to promote your event including
- Social media – While many different platforms exist including Facebook, Instagram, LinkedIn, TikTok and Twitter, some platforms may be more effective than others, depending on the audience you’re trying to target. Do consider making use of customised promotional materials for each channel for better reach.
For example, if you are planning to promote a B2B conference, a long lengthy copy with presenter notes would work well on LinkedIn, but an image carousel with key statistics on the benefits of attending this conference might work better on Instagram.
- Search Engine Optimisation – Search engine optimisation is the process of improving the quality and quantity of online traffic to your website through relevant queries from search engines.
To ensure your event ranks well on search engine results pages you would have to utilise some of SEO’s best practices such as using keywords strategically (on your event website or registration page for example) or optimising your page for mobile browsers.
- Online newsletters – Creating online newsletters is one of the most effective ways to connect with your target audience. However, in order to see results and traffic, consistency is key. Send out more than one newsletter is usually recommended.
For instance, the first newsletter can be a sales announcement followed by a series that shares more information about the event such as keynote speakers, the lineup of performers and other important details. An approach like this can increase urgency and drive people to register.
3. Event Logistics
Event logistics is the planning and management of technical and logistical support services to ensure the seamless execution of an event. It is perhaps one of the most crucial aspects of event management. Here are some examples of important elements falling under event logistics.
- Venue relations
- Staff and vendor coordination
- Sponsorship activations
- Security management
- Technical run-through
- Day-of communication plan
- On-site check-in
- Health and safety measures
- Food and beverage services
4. Event Reporting
Whether it is measuring attendance or figuring out which sessions people found most engaging, post-event reporting is crucial in determining the success of an event. You’ll want to see how the event performed across three different groups – attendees, speakers and sponsors. Some metrics that you can look at include:
- Event Registrations – How many people signed up?
- Attendance – Who actually showed up?
- Revenue – If you charged for registration or premium add-ons and had sponsors participate, how much revenue did your event bring in?
- Leads – If your event was geared toward business prospects, how many promising leads did you generate?
By considering the key components of event management solutions such as setting clear goals and objectives, budgeting, venue selection, marketing and promotion, logistics and evaluation and follow-up, organisers can ensure the success of current and future events. A well-managed event leaves a lasting impression on your attendees, helping you achieve your desired outcome.
In the current age of technology and artificial intelligence, the event landscape is changing and there are many different ways to host a successful event in 2023.
3 Main Types Of Events
You want your next event to be a hit but you are worried about hosting a traditional in-person event in this digital age. But what do you know about hybrid events in Singapore? And would hosting a virtual event bring your business any benefit? As different event types require different approaches and skills to succeed, it is important to first understand what each type of event means.
- Live and in-person events take place in real-time with speakers and audience members all in the same physical location.
- Virtual events take place 100% online using video conferencing software and tools to connect speakers and audience members remotely.
- Hybrid events combine an in-person element with some virtual attendees or even virtual speakers participating via live stream.
How These Event Types Impact Event Management
Here is how these three event types differ and impact event management.
Live and In-Person Event Management
Many marketers believe that hosting a physical event can greatly contribute towards achieving their business goals, serving as a highly motivating factor to include live events in their strategy. In terms of event management, live events are
- Focused on logistics – As the world continues to recover from the pandemic, event managers must exercise added caution in ensuring that proper protocols and safety measures are being followed at all times by all involved parties. How will attendees check in to your event? Will they get a name tag, wristband, or badge? Are food and beverages provided? If there is more than one stage, how will your audience move from one space to another? These are just some of the considerations you would have to factor in.
- Customised to the audience – Live events are all about facilitating connections between your participants. From deciding the right kind of icebreaker to designing engaging venue activations, keeping your audience front and centre is key to a successful event.
- Physical – Some of the most overlooked aspects of event management for in-person events include tangible tasks such as checking technical equipment, setting up charging stations and keeping a mode of transportation close by for any last-minute emergencies.
Virtual Event Management
During the pandemic, virtual events and virtual exhibitions in Singapore soared in popularity and today their potentiality to be more scalable, cost-efficient and inclusive is made apparent. When it comes to event management, virtual events are
- Tech-conscious – When your event can only be accessed digitally, choosing an event platform that delivers a seamless experience is vital. Some considerations include accommodating to large audiences in tens or hundreds of thousands and if the system is able to create custom virtual spaces for different subsets of attendees.
- Strategic – Creating an experience that facilitates engagement makes events more memorable and engaging. This means designing strategies that drive interaction and participation, from virtual meet and greets, and one-on-one networking opportunities to chat prompts.
Hybrid Event Management
Hybrid events are more than just showcasing a live video feed of a conference stage on an online event platform. Hybrid event management is
- Often run by two teams – One team manages the on-site experience while the other handles the virtual world. This might mean two hosts or emcees, two event managers, two technical directors and more.
- Extended – Hybrid doesn’t always mean simultaneous. While some hybrid events include real-time live streams of in-person components, others offer virtual and on-site elements at different times. Some events make use of recordings to capture the highlights of live events and share them through different innovative and interactive platforms.
- Made possible by technology – For a seamless hybrid event experience that engages both virtual and physical attendees as if they were all participating in the same event, a reliable event platform is an essential component. Do consider a platform that allows for advanced registration features, messaging, breakout rooms, customisation, real-time reporting, and integration with on-the-ground logistics management for a smooth-sailing hybrid experience.
The nature of an event will dictate the unique challenges and considerations in its management, and the key to a successful event lies in thorough planning and a flexible approach that adapts to the evolving demands of the industry.
Strategies For Successful Event Management
Integrated event management is a complex and dynamic field that requires careful planning and execution to ensure success. With the rise of virtual and hybrid events, event managers must be adaptable and have a solid understanding of the technical and logistical requirements for each type of event.
To deliver a successful event, do consider developing and implementing a comprehensive strategy that takes into account the goals and objectives of the event, the target audience, and the resources available. No matter the event type, here are some strategies you can adopt!
1. Define Your Event
Defining your event objectives early on in the planning process will help guide the different decisions required to get your event off the ground. Start with the main purpose of your event. Why are you bringing people together? This should be related to your business’s mission and values.
From there, define your goals by establishing specific and quantifiable objectives that align with your overall purpose. These goals will serve as benchmarks to gauge the overall impact of your event and guide you throughout the planning process. Some questions you can ask to help you define your event goals include
- Why do you want to host this event?
- What are you hoping to get out of this event?
- What will attendees get out of this event?
- Why is now the right time to host this event?
- How do you plan to prove the value of this event?
2. Lock In Your Event Budget
Now with a better understanding of your event objectives and goals, planning your overall budget is the next step. From pre-planning to execution, having a budget can help you better envision your event into reality. Before finalising your budget, make sure you’ve covered these bases.
- Are there any buffer expenses for unforeseen emergencies?
- Has this budget been approved by your superiors?
- Is there an effective way to track expenses in real-time?
- From past event cost data, is this budget sufficient for a similar event?
3. Know Your Target Audience
Although knowing your event goals and how much you can spend helps narrow down some choices, the deciding factor should always take into account what works best for your target audience. Look at past data to learn about your audience and carry out additional research to fill in any new gaps.
By consolidating your research findings, you can develop a clear profile of your target audience for the event. This persona should be consistently referred to throughout the advanced planning stages to inform key decisions. To gain a deeper understanding of your target audience, it is important to consider factors such as
- Age
- Gender
- Education
- Industry
- Job title
- Income
- Values
- Goals
- Pain points
- Worries
4. Create A Value Added Content
When it comes to planning an event, it doesn’t just stop at securing the venue, deciding on the technology platform, staying within budget, and seamlessly planning an amazing event. The contents of your presentation is just as important. It should be valuable, novel and interesting enough to keep your audience engaged.
For instance, getting your audience in a room to listen to a keynote speaker is far from memorable. The keynote has to be followed by micro-events, breakout sessions and workshops to really get personal with your audience members. Since your audience took the time out of their busy schedules to attend your event, the event should be worth their time and effort.
5. Make Sure Your Event Branding Is Consistent
Branding is a powerful tool that not only makes an impact on your target audience but it allows your customers and clients to know exactly what to expect from your event. It distinguishes your event and clarifies how your offerings are better.
The images, colours, fonts, and visual tone that make up your event brand convey the kind of experience your attendees receive. So make sure to customise them to suit your event’s vision and goals.
6. Choose The Right Event Management Software
Managing any event, no matter if it is a virtual exhibition in Singapore or a live concert requires the right tools. As the right event management software can directly impact your audience’s experience, investing in the perfect platform for all your event needs is extremely important.
Here are some features you should look out for in your next event management software.
- Simple ticket buying and event registration options.
- Virtual booth options for partners and sponsors.
- Different spaces or stages for presenters.
- Chat features for internal staff and external attendees.
- Branding options.
- Interactive integrations such as games, whiteboards and more.
- Integrations with on-site tools like QR code scanning, cashless payments, wristband printing, certification issuance and contactless check-in.
Common Event Management Mistakes and Challenges
While planning an event, some organisers may follow a set of patterns or do things the way they have always done. While this is permissible, you might miss out on better or newer ways to accomplish tasks. Let’s take a look at some of the most common mistakes for in-person, virtual and hybrid events.
1. No Marketing Strategy
The success of an event lies in its ability to achieve its objectives. Without a well-crafted event strategy, it can be challenging to stay focused on the event’s main objectives and purpose.
A well-conceived strategy unleashes the full potential of your event, offering limitless opportunities for success. Be sure to align your event with your marketing strategy and brand message to create a successful campaign.
2. Lack of Customisation
With the number of events available today, distinguishing yours from the rest can be quite the challenge. Taking a homogenous approach is typically not recommended, further saturating your event.Depending on your goals and objectives, your event should cater to your target audience.
For example, if your campaign is oriented towards health and medicine, take on a more formal, educational and scientific route. But, if you are planning an event for artists, do integrate a more casual and laid-back strategy. You want your attendees to feel like they belong in your event by enhancing comfort and engagement levels.
3. Poorly Prepared Agenda
Waiting until the last minute or rushing the creation of your event agenda can result in a lacklustre presentation in your marketing materials. While hasty planning is a mistake, even more detrimental is a lack of consideration for your attendees. Poorly thought-out planning fails to offer any real value or benefit to those in attendance.
While planning, take into consideration the order of sessions and think about why your target audience would want to attend your event. Let them know how they can benefit and gain new experiences by showcasing value at every step.
As some mistakes are unavoidable, preparation is always key! As an event manager, think of all the ways your event can go wrong right at the beginning and prepare a backup plan. Remember, always tie your planning to your marketing strategy to avoid any unnecessary mishaps that might happen along the way.
Frequently Asked Questions On Event Management
1. What makes a successful event?
A successful event starts with a good strategy and planning. It sets the tone of your overall campaign and paves the way for effective logistical and operational aspects of each event.
2. What are the roles of an event manager in event management?
Events managers are responsible for planning, promoting and ensuring the smooth running of an event schedule and individual events. These could span anything from a wedding to a virtual conference.
3. What are the three different types of events?
The 3 main types of events are physical, virtual and hybrid events. Physical or in-person events take place in real-time with everyone being in the same physical location. Virtual events take place 100% online using video conferencing tools and software. Hybrid events combine an in-person element with some virtual attendees participating via live stream.
Conclusion
Regardless of event type, campaign goals and objectives are the foundation of successful events. They stem from your business objectives, dictate your planning steps and define benchmarks to measure performance. But that’s not all.
Do also consider your attendee’s journey from the very beginning (learning about your event) to post-event (providing feedback and becoming a member of your community). Personalise their event experience and keep attendees engaged across all touchpoints.
At Evention Singapore, we are committed to helping our clients with their events by developing helpful event management solutions to make tasks easier. Whether it be live, virtual or hybrid event management in Singapore, rest assured that our event company is well-positioned to support your event needs with our integrated event management knowledge.
Get everything done seamlessly and efficiently from pre-event invitations to on-site check-in to post-event feedback and report generations with Evention! Contact us today to know more.
