The 3 E’s of Business Event Management | Event Management Philippines
Monday, February 25, 2013
In creating an event it is
very critical to go back to the basics. The basics will keep you steady as the
event develops and bloom into one of THE EVENTS (if you get my drift).
Here are the three E’s of
Event Management. If you keep these in mind definitely you will always create a
better if not a great event for your target audience.
1.
Experience
What experience will your
event provide to the audience or event visitors? This is important because your
event will be judged a success or a failure on this metric alone.
If your event is a
conference, your event should provide a stimulating learning experience. If
your event is an expo, your event should provide a business ambience to foster
trade and business matching. If your event is a brand event, your event must
provide a clear message of what the brand is all about.
We can talk about Experience
endlessly and we must because this is very important. If you ignore this basic
E, then brace yourself to suffer the consequence.
2.
Entertainment
All events must entertain.
Yes you hear me loud and clear. Even the conference and convention must have an
entertainment value. You have heard about the conference fatigue, this is very
true. The mind can only absorb information for thirty minutes after that it
flies elsewhere.
In exhibition, trade buyers
can only stay as much in the trade floor but if there are entertainments
sprinkled around the show floor, the buyers will remain in the show floor. If
you have observed, the most visited exhibit booths are those booths that
provide entertainment to the trade buyers.
More so, in corporate
events, I do not need to elaborate the importance of entertainment in this type
of events. I just want to point one thing, if you want to create lasting
relationships – ENTERTAIN!
3.
Enterprise
An event is a marketing tool
with costs. Therefore, we must always be reminded that the costs must have a
return on investment. This is what I mean about enterprise. If all event
managers will take this to heart they will be conscious about the costs and
adamant that the event objectives must be met at all costs (pun intended).
Event is a great business
tool. Even if there is a widespread inclination to go online, hey we are
humans, our nature is to socialize face-to-face. We can never run away with
this nature.
To end this, let me say go
back to the basics of creating an event and do not forget the three E’s because
this will guide you on how to shape successfully your events.
For events managers and
exhibition organizers reading this piece, it is just a review. One thing that betrays
us professional event organizers and managers is our too much familiarity on
the basics.
They call that familiarity a
blind spot. A blind spot that deprives us of, guess what, checking the basics.
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