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Introduction
Event managers need skills and competencies to supervise all kinds of events. You would need to manage diverse corporate events, such as product launches, press conferences, corporate anniversary parties, meetings, conferences, and marketing programs such as road shows and grand opening events. In addition, you would need to coordinate special corporate hospitality events such as concerts, award ceremonies, film premieres, parties to launch new products or services, fashion shows, commercial events, and even private (personal) events such as weddings and religious services. The variety of specific event-related services could range from a few select services for clients with limited budgets, to handling of all creative, technical and logistical aspects of an event.
Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually launching the event. Post-event analysis and ensuring a return on investment, have also become significant for the event industry. The event manager would need to look at the entire event from the financial feasibility perspective.
You, the event manager, play the most important role of managing an event right from ideation to implementation, and effectively leading a team. Events need to be creatively conceptualized, well designed and thoroughly executed. Event managers, who are involved in this process at a very early stage, are able to understand every aspect. You would need to have a holistic approach and be able to put together various parts into one integrated event.
Skills Of The Event Manager
An event is like a project with a theme. Usually the event is time-bound and planned for a specific duration with a venue or even a series of venues. They may be held only once like a wedding or periodically like the Olympics.
Ranging from exhibitions, conferences, festivals, weddings, engagements, baby showers, fashion shows, rock concerts, award ceremonies, film premieres, product launches to sporting events and game shows, events can be on any possible theme.
Various aspects and elements of an event are gradually placed together. There are some items which can be bought or procured like flowers, some items hired from providers like sound systems and decorations, some parts of the event contracted to service vendors for participation or guest registration, and some important elements like halls and auditoriums which are rented from hotels. Attention to every single detail is required. Many a times, you would need to apply project management skills to the creation and development of festivals, events and conferences.
At the early initiation stages, an event manager plays the role of an architect and gets involved with making important decisions on the concept of the event, as this would have a direct impact on how the audience or participants would perceive it. The communication would need to be effective. One of the core skills required for an event manager is organizational skills. Other skills and competencies required include creativity, planning, technical knowhow, marketing and communication/networking, financial expertise, understanding of logistics, peoples’ management and above all crisis management. Clearly, you, the event manager would need to be a person with multi-faceted capabilities.
An event manager would require technical knowledge about stage equipment, microphones, amplifiers, speakers, lights, and laser-show. Also, familiarity with graphics, special effects software, audio-visual file formats, applications and programs which are IT related would be an asset. Marketing skills required would help in effective brand building and communication strategy. If the event manager has budget responsibilities at the early stage s/he may be termed as event or production executive. The early event development stages include site surveying and site design. Others stages include client servicing, brief clarification, drafting of an event budget, cash-flow projections, purchase, procurement and risk management. You would need financial expertise to estimate and control costs, to work within budgets and to ensure that a profit is achieved. Also a good understanding of logistics, people and material movement, transportation, time estimation, and possible bottlenecks are all essentials for an event manager.
People management capabilities will ensure maximum productivity and cooperation. You would also need to have problem solving and time management skills, and be able to build interpersonal relationships. An event manager who becomes involved closer to the event like a concert will often have a more limited brief. The key disciplines closer to a concert event, for example, are health and safety, crowd management, logistics and vehicle selection, sound, light, video, detailed scheduling, agenda planning and security. A high performance team will support a good event manager. One of the essential qualities of an event manager is to encourage and motivate the team on a continuous basis. As an event manager you should have the ability to inspire your team to achieve higher goals. The success of your event will lie in your capable hands, as the event manager, backed up by a competent and efficient team.
Working With The Team
Behind every successful event is an effective team which works cohesively and harmoniously. An event manager has a team and a team structure built to manage the event with all the intricacies, crises, challenges, pressures and commitments. In effect, the team’s collective competencies added to the capabilities of each individual will be a critical factor for a successful event.
Every individual in an event team will have their specific strength areas and core skills and competencies. Some may have vendor contacts, others would have crowd and adverse situation handling abilities. An individual may be a good negotiator, while another a good communicator.
Leadership qualities in an event manager are a major asset and need to be continually enhanced. A team would follow instructions, take responsibility, be accountable, take the initiative only when they feel their leader has faith in them and supports them. The event manager would seek team members with integrity and sincerity.
A unique characteristic common to every event is crisis management. Is it the event manager’s responsibility to handle the situation? How would the team share this responsibility? Will the team give each other specific tasks based on their skills of crowd management, situation handling, client relationship management? Who will take the credit after the event is successfully conducted?
Team building is a well researched and documented ‘people’ intervention, proven to improve team performance if managed correctly. One must start any event team building program with the end in mind and be clear what the objectives are. There are specific components of effective high performing event management teams which should routinely be addressed. These include clear understanding of the team’s mission, knowledge of individual and team goals, open and honest communication, understanding own and colleagues’ roles, and a high degree of empowerment.
Networking And Negotiation Skills
Networking and knowing people who will provide products and services related to the event or those who can facilitate and support, are important for the event manager.
Sometimes school, college or university friends’ circles and societies, communities or colleagues are in a position to help, support and facilitate. For example if a fire safety clearance certificate is required and an old school friend is in-charge, one can put in a request for a hopeful result. Another example could be requirement for a police clearance for arranging a very large event at a sensitive venue. There might be an acquaintance of a college friend who may be able to help. Over a period of time, an event manager can build a large network of these contacts as well as those of vendors, suppliers, providers, contractors, caterers, decorators, hotels, convention centers.
Negotiating for an event manager is a process of achieving agreement through discussion. It is a skill that all event managers should have as it will give them the ability to negotiate with clients, suppliers, contractors and vendors.
You need to identify how to have negotiating leverage with vendors and venues. Knowing the best business practices on how to identify and negotiate for what is important can help you make final decisions on venues and vendors. This will help save money and keep the event within the stipulated budgets.
Sometimes hotels and other venue providers require a high deposit and cancellation fees. You should know how to negotiate for lower deposits and cancellation fees. A caterer may be charging a high amount and not providing a wide menu choice. You can negotiate deals which will benefit you and your client. An example could be hiring of a large hall for a wedding where the minimum guarantee is of payment for 300 guests. If you have a guest list of 250 people, by negotiating you may be able to get the minimum guarantee reduced to 225 guests.
Technical Skills
As an event manager, ideally, you need to have the capabilities to understand IT [ Information Technology ] which would include computer hardware, software, networking and internet. In addition, knowledge of technical facilities like lighting, electricals and electronics is necessary. If you have some idea of space and can understand technical site maps and drawings, it can help in knowing what kind of space is required and what could be the layout.
A very common occurrence is the following example in exhibition events:
One example would be when most exhibitors have understated their socket and plug point requirements and at the last moment request for additional ones.
How will you provide more sockets and plug points?
It could also be that the output connection of the laptop did not match the input connection of the sound system. These kinds of problems occur very frequently.
There are event management software companies which provide event managers with software tools to handle many common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floor-space. You should be able to understand this software and the basic functioning.
You also need to understand the power requirements of various electrical and electronic components used in the event. Calculation of the power consumption is required to estimate the total amount of power required. Some of the IT, electronic and electrical equipment may also require power back-up from a generator in case there was a power failure from the mains.
For example, even if there is a power failure and the lights for the audience get affected, the stage lights and other equipment like sound equipment required for the stage performers should be backed up. Many events like a dance performance follow a rhythm and sequence and if this gets disrupted, the entire flow of the performance is affected. It would be difficult to continue from where the break took place and the performer would be disturbed and not able to perform to the optimum.
Another important aspect is the requirement of sound equipment. You as an event manager should be able to calculate the approximate wattage required for a large concert in an open ground, a medium sized concert in an amphi-theatre, or a smaller concert in a hall. If the sound system of a very high wattage with corresponding speakers is hired for a smaller requirement, it will be too expensive. On the other hand, a smaller wattage sound system may not be adequate. The same could be for the lighting requirements. You need this knowledge to coordinate with the technical service providers.
Interpersonal Skills, Body Language And Language Skills
An event manager’s interpersonal skills will enable the ability to communicate with clients effectively.
Interpersonal skills include not only how we communicate with others, but also our confidence and our ability to listen and understand. Problem solving, decision making and personal stress management are also considered interpersonal skills. Event managers need to have the confidence to communicate with their clients. As an event manager you need to have empathy, which is being in the shoes of your client.
Event managers with strong interpersonal skills are more successful. If you are viewed as someone who is more calm and confident, your clients, suppliers and colleagues will feel more comfortable in communicating with you. As an event manager you must be aware of the interpersonal skills that can help you improve and you could continually develop these skills.
Body language is seen as part of an event manager’s communication. This becomes more visible when you are constantly on the move and directing your team and interacting with various people. Aggressive movements make people nervous and these are not desirable acts during implementation of an event. You can look dynamic and full of energy. This will bring inspiration to others and they may also get energized. Looking harassed and stressed are not positive signs any event manager should convey through body language. This may lead to your team and others feeling uncomfortable to approach you for any clarifications, guidance or facilitation.
Language is a very essential skill for an event manager. Sometimes you are communicating with people who may speak different languages, and this would require you to speak in those languages. English is definitely required. Apart from that, Hindi the national language and one local language would be desirable. It will help you to communicate better. It is important to constantly evaluate the way you communicate with your clients, suppliers and service providers. The event management profession is highly dependent on communication skills.
Service Orientation
By being service oriented, an event manager can always satisfy and get clients to come back and also refer you to others. All you need to do is provide customer service that exceeds your clients’ expectations and outshines your competitors’ customer service. This can be done through polite behavior, pleasant smiles, prompt response to requests, etc. Relationships are a key factor and they affect how services are provided.
In event management, speed is a very important factor of success. Clients always request for something that is time-sensitive. For example, they need a quotation so they can decide on how much to spend for the event. Try to reply to your clients as soon as you can. A delayed response to a client’s email, phone call or voicemail will aggravate the client’s anxiety level.
Even if you cannot work on the task they are requesting you to accomplish right away, at least acknowledge that you have received their request and then supply them with a timeline of when you will able to get the task completed. You can let your client know the status and how things are progressing. Status updates give clients reinforcements that they are involved in the project. If you are experiencing trouble with something which is not in your control and need client intervention, let them know right away. It shows that you are keeping them in the loop and that you have things under control. If it is something major, communicating your concern right away allows clients to plan for alternative ways to manage the event.
An event manager should believe in commitment. If you say you are going to do something, make sure you do it. Event managers are meant to be professional. If you need more time on something, you should let your client know as soon as possible, not after you have already missed the deadline. Honoring your commitments is very important. If a client asks you to do something that will not cost you a lot in time and income, you have the option of going the extra mile and doing it for them. This will definitely result in an indebted and happy client, it can also go a long way in terms of keeping you in mind when they plan their next event. For example, if there is an extra flower decoration required at the entrance of the venue and your client requests for this, you can negotiate with your flower decorator and get this done without any extra cost.
As an event manager, it is important to be a good listener to what your clients are communicating to you. Try to understand what they are saying and ask for clarifications on things that may not be clear. Clients might be unfamiliar with certain terminologies in event management like for example, the meaning of ‘MG’, which is minimum guarantee of guests. Listen to what their needs are, and then offer your suggestion on the best way to go about fulfilling them.
You need to be seen as an expert event manager. Your client is giving you their company’s money to do something in which they believe you have a high level of mastery. You need to keep yourself up-to-date with the profession and always be ready to answer questions your client needs to know. If you do not show signs of confidence that you know your job or responsibilities as an event manager, you risk the chance of ruining your professional reputation.
Handling Pressures
One of the aspects of event management is learning how to handle or manage situations under pressure. This pressure sometimes comes from people who are clients, customers, vendors or even colleagues. Knowing how to deal with difficult situations when you are under pressure can make conducting an event much easier.
You may be confronted with a complaint from a colleague who is not getting cooperation from one of your contractors. Listen to the complaint and acknowledge that it needs to be resolved with the contractor.
Clients rarely state their budgetary limitations. They may be very demanding on the deliverables for an event. If you have a client who is not able to come to a clear idea on the budget, then it is a good idea to set up a meeting and talk about this. Once the underlying budgetary problem is revealed you will be able to find a solution that will improve the situation for everyone. For example, you can suggest how the event can be managed within a smaller budget.
Some clients who are difficult are not going to appreciate the efforts that you make, and sometimes their difficult nature will push boundaries that can affect the event. This may make the event non-feasible. If you notice that a client, vendor or employee is pushing your safety boundaries you need to take steps to protect the event by clearly communicating that this could lead to failure of the event.
As the workload builds until the event itself, the event manager tries to appear calm to everyone but actually tries to make sure that everything is going well, and may actually be firefighting and resolving difficult issues with the suppliers and service providers.
Finally, before you know it, the event is over and you have managed a very successful event. You don’t actually become relaxed, if anything you are totally deflated with little energy left. If you do not manage this properly with yourself and your team then you can burn out. If you do not manage the pressure, you are prone to make bad decisions and this can exert more pressure on yourself.
The client expects a great event, the audience a quality experience and you are responsible for various aspects of this.
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