What does an event manager do, anyway?
So – you’ve decided to hold a franchisee conference. Great idea – where to start?
Assign someone to be in charge of the project.
Whether this is someone on your existing team, someone you hire especially for the project, or an outsourced provider, the tasks they will need to undertake will be much the same. Jodie Parker from Iceberg Events outlines here what you can expect from your Event Manager.
Work out why you are doing this & how you want the event to unfold
Your event manager needs to be able to listen to the objectives for your project (is this a serious conference with serious issues to discuss? Is it an opportunity for franchisees to meet each other and talk off- line?
Whatever the objective, your event manager needs to make some suggestions as to the best way to meet them. He or she needs to help you with how to effectively program the meeting, so that it flows, is logistically as simple as possible, and meets those objectives you’ve set.
Program Development
Obviously, you know what you want said at this meeting. Your event manager probably doesn’t have the expertise to put a program together specifically for your group. What he or she can do, however, is help you program it, so it flows.
Your event manager can help you make sure you’re not cramming too much in to one day; to make sure there is networking opportunities, and times out of the “classroom”; to give time for the venue to re-set rooms, if that is what’s needed.
Project Plan & Timeline
Next, your event manager needs to work out a project plan and timeline, which shows all of the tasks which need to be undertaken for your conference to be a success, who’s responsibility it is to complete the various tasks, and by when. You need to understand that if you haven’t worked out who the winners are for your awards night by a week before the event, then the trophies won’t be ready in time.
Source quotes from different suppliers
There are LOTS and LOTS of different suppliers to be used for each conference – from venues to audio visual providers, theming companies, photographers, caterers, trophy suppliers, transport (ground and air), accommodation…. The list goes on and on and on.
Budget
The budget will be an ever changing beast, as you refine what it is that you want to happen. If your event manager is skilled at this, and if they have a good idea of what you want to happen in the first place, this can be kept in check. Don’t expect this to be dead-on accurate first go – there are too many variables at play here. Plus, you’ll probably change your mind about certain things!
Supplier negotiation
Your event manager should be able to negotiate the best deal possible with your suppliers. An outsourced Event Manager probably uses a many of the same suppliers over and over again for other clients, and so can assure you of not only a good deal, but a quality product or service.
Sponsorship Package Development
Chances are, your conference is going to be at least partially funded by your suppliers. What are they going to get for their money?
Your event manager needs to develop a sponsorship package, so that everyone knows what’s going on – what’s included in their package, and more specifically, what ISN’T included (no, you can’t hang that enormous banner at the entrance to the venue).
Your event manager needs to make sure that both you and the sponsor adhere to the agreement – and run interference in case anyone is unhappy for whatever reason.
Speakers requirements
Your event manager will need to liaise with all of your presenters, and make sure that the AV equipment they need is available and that the room will be set up the way they need it to be. Nothing worse that that presentation that refers to that 3 minute DVD being shown…. but no one thought to organize the DVD player. That’s ok, you can run it through your laptop…. But there’s no audio organized from your computer, so no one can hear the sound….
Transport & Accommodation
One of the most important logistical aspects of your meeting is going to be Delegate Transport and Accommodation. Airport transfers need to happen like clockwork, and everyone needs to arrive at the venue in time for you to start your meeting. Likewise, it needs to work well going home – or it will leave a bad taste in everyone’s mouth.
Lock it all in
Confirm, confirm, confirm. Your event manager needs to confirm all arrangements and contracts with suppliers, and all details with your delegates. Delegates need letters which tell them their transport and accommodation details, and their itinerary. Everyone needs to know what’s going on, for this to run smoothly.
Be there on the day
Your event manager should have by now developed a Bump & Run Sheet, which shows what’s happening at the event minute by minute – he or she should know what’s going on at all times!
If they’ve done their job right, there shouldn’t be anything really for them to do on the day….Crack open the champagne! You’re there!
After the event
Though you’ll all want to fall in a heap at the end of this, there is a certain amount of tidying up to be done. Accounts need to be settled, feedback needs to be collated, final reports need to be written.
Before you put all of that paperwork in an archive box, you’ll want to have a de-brief, to discuss what went well, and how you’d change it next year. All of the stats for the event should be collated, so that things will be simple next year!
Ok, now you can crack open the champagne!
Posted by Jodie Parker, December 22, 2008 in ARTICLES | TIPS
