Event management is a set of events carried out to create mass and corporate events. At the same time, the former are called upon to provide strong support to advertising companies, while the latter are aimed at strengthening the spirit within corporations.
Event management is also known under another name - “event management”. Its main task is to organize a large-scale event from an ordinary event, which will be remembered for a long time even after its completion.
A bit of history
If we consider this concept in translation from English, then this is an event, an event. From the original sources it is known that the first entertainment events appeared at the beginning of the 19th century. At that time, the sale of tickets to various competitions in professional sports began. At the same time, the Olympic Games, for example, in Ancient Greece, or various competitions in Ancient Rome can also be attributed to entertainment.
The iconic event manager Joe Goldblatt proved that the profession of organizing various entertainment events dates back to the 20th century (1955 - Disneyland opening). This outstanding person can be trusted, since he is the founder of the International community of event management. He also developed the world's first training courses and a professional certification program in this field.
Current state of event management
As you know, modern society has two main characteristics - mass production and consumption. It was they who influenced the ever-growing need for event marketing.
As you know, modern society has two main characteristics - mass production and consumption. It was they who influenced the ever-growing need for event marketing.
In Russia, event management did not take root immediately. So, in the USSR this type of service was provided by the state for a long time, it also was responsible for organizing grandiose holidays (for example, the Olympics).
Professional event-companies in Russia began their activities only in the 90s of the 20th century. In connection with the specifics of this field of activity, it turned out that most of the specialists were from show business. Therefore, some events were carried out in those years not in the name of bringing benefits, but for the usual show.
With the development of corporate culture, demand has continued to grow not only for event marketing, but also for event management professionals. They must not only be creative, but also must possess various tools and knowledge in the field of psychology. In state-of-the-art agencies of this orientation, the state has qualified employees who are able to organize any event. It can also be assumed that this industry of services will continue to develop.
Reason for such events
So where can an event begin? The reasons, which are the “prelude” after which the organization of events is carried out, can be completely different. Depending on the nature and goals, it is necessary to highlight the following actions: seminars, competitions, continuing education courses, meetings and meetings, as well as anniversaries. Events that event management is involved in include: a fund raiser (fundraising for specific purposes), congratulations, ceremonies, celebrations, sporting events, concerts and musical performances, as well as mass celebrations. The main thing in this process is the correct use of each occasion and the organization of the holiday with maximum benefit.
It is known from experience that the organization of events, even of the smallest in scale, may require significant costs and efforts (material and intellectual). Therefore, for quality training, a clear idea of the ultimate goals, objectives and the desired public resonance is necessary. Only after receiving full answers to these questions can you start directly event-management. However, when planning, certain key positions should be considered, which will be discussed later.
Budget
This term defines the cost of future events. For example, a quality corporate party costs up to 20 thousand conventional units. And another large-scale event (for example, a concert of an outstanding artist) is a completely different event management. This is a top-level holiday with additional organizational events: a press conference, press interviews and television broadcasts. The cost of such large-scale events often reaches enormous proportions.
Action plan
An equally important stage on which the organization of the event is based is the plan. Drawing up a specific list of issues that need to be resolved, and determining the timing will not only properly organize this or that holiday, but also optimally make an estimate of the costs for it.
Frames
Settlement of the personnel issue is simply necessary for the organization of events to be carried out correctly. So, at the initial stage, it is necessary to determine the number of artists, sound engineers, lighting specialists working at a particular holiday. You need to clearly understand how many people will be involved in the delivery of equipment, preparing the area, as well as negotiating with contractors.
Attracting Sponsors
The organization and conduct of events is often carried out with sponsorship. However, sometimes a corporate holiday at the enterprise is held on its own. It all depends on the scale of a particular party.
Public attention
One of the most important tasks that event management is trying to solve is getting the necessary public response. Therefore, when planning an action it is necessary to accurately understand the extent and nature of the response to a particular event, it is desirable to receive.
Outsourcing
In any case, a novice event manager or marketing manager is faced with this issue. Organization of events of a wider scale is entrusted to professionals. Despite the fact that such holidays can cost the company a little more, a special agency will avoid most of the hassle by taking on the full load of all the work.
Specialists, acting in accordance with the adopted rules, first develop a general concept. And only then, using creative potential, they propose an idea that would maximally express the individuality and essence of a future event.
The next step is the selection of suitable equipment and facilities. An important point in this process is the creation of a ready-made script. Specialists of such agencies will organize negotiations with contractors, search for professional sound engineers and presenters. Also, professionals will find ways to save on some little things, but at the same time they will not miss anything in the festive bustle.
The organization of events with the involvement of specialists from the relevant agency will be more effective, especially with public relations. For example, communication agencies that have established long-standing contacts with the media can achieve public resonance much faster. To achieve their goals, professionals use a variety of methods of disseminating information: direct mail, outdoor advertising and delivering information to the target audience using special sources. Thus, modern large Russian companies are faced with the need to organize a holiday with the participation of professionals.
Comparison with Western practice
In the West, event management is a fairly new type of business; it can be given for no more than twenty years. The attention of Russian entrepreneurs was drawn to this type of business only in the mid-90s. During this period, the domestic economy received a new development and various work began to be ennobled in a certain way. Event-manager has become one of the most sought-after specialists in the communication market. The number of agencies that provide these types of services is constantly growing, and mass events are beginning to acquire a European orientation not only in Moscow, but also in large centers.
However, the organization of an event of any scale should take into account the peculiarities of the domestic mentality: if the feast - then until the morning. Such a breadth of the Russian soul sometimes creates some difficulties, but this does not affect the result in any way.
It should also be noted that this sphere of activity has broad prospects. At the same time, to say that such a service market is fully formed is also premature. Often the presence of low prices at the expense of quality in firms with this type of activity is due to the lack of event management culture in various companies. So, many people remember that it is necessary to celebrate the New Year or the anniversary of the company a few days before the event. But in fact, the corresponding costs should be recorded in the estimate for at least six months of such a celebration.
Event Management Courses
Unfortunately, educational institutions where such specialists would be trained do not exist. This profession is usually mastered by artists, psychologists, advertisers and educators. In most cases, people without special education receive the profession of “event manager”. Courses are suitable only for those in which the subject echoes the basics of event management. Unfortunately, there are very few of them today.
Often, event agencies themselves train their employees. To do this, interns are hired. And already the best of them are credited to the state.
Candidate Requirements
It is safe to say that the work of a manager in this category is his lifestyle. That is why a person who has chosen this profession must have qualities that directly resonate with his professional activity.
Necessary personal qualities of event-manager:
- an open and cheerful character, sociability, as well as a disposable appearance;
- creative and artistic abilities;
- analytical and creative thinking;
- high performance and stress resistance;
- leadership qualities ;
- organizational skills;
- readiness for self-improvement.
Based on the above list of qualities, we can conclude that homebodies and phlegmatic people are better off not addressing this area.
People in this profession must have artistic and creative talents. However, organizational abilities also acquire considerable importance in this case. The manager must correctly prioritize and achieve the goal at all costs. Also, the ability to work with a huge amount of information and the talent for persuasion should be inherent in him.
Thus, it may seem that this event management is a very complicated thing. Where to learn at the same time is also not entirely clear. One thing is for sure - if a person possesses at least half of the qualities that are mentioned in this article, then he can already try to help organize the event, for example, at the enterprise where he works. And if he does it well and likes to do it, then you can already offer your services to other companies.
The main areas of event management
Today, PR-business professionals have identified the following areas of event management: organization of internal corporate events that are aimed at strengthening the spirit in the enterprise; large-scale stocks.
However, in each case, specialists proceed from the tasks that they need to solve. The exact statement of the goal will help you choose from a wide range of tools the form that is suitable in a particular case. Let's look at an example.
For example, the pharmaceutical company event-agency was ordered to celebrate the fifth anniversary of its anniversary. This scale of celebration, first of all, helps to strengthen the corporate spirit. Therefore, as the best option, the team’s departure to a country club was considered. Team competitions and sports relay races were chosen as a rather suitable means of communication , and the highlight of the holiday was the provision of an opportunity for anyone who wants to see the city from a balloon basket.