So you want to create a successful event?
It is easy to say, but to ensure that your event is a success may
take us one to two whole days to discuss it. At the same time, if you are now
putting it into action or implementing the event to reality, you will discover
that you will give a lot of blood, sweat and luck in order to reach the success
you are dreaming to achieve.
But no worries, one of the ways to ensure that you are halfway to
your dream success is to know the five phases of event management.
PHASE 1. RESEARCH
So you are face-to-face with your clients, you signed your event
management contract, congratulations! Savor the moment of victory because
often times this may be the last time you will be smiling alongside with your
clients.
I am not kidding. I have heard, know and see a lot of good
beginnings between client and event manager turned to ugly endings.
But of course, you can avoid it.
Research is the phase where you have to discover the overt objectives
of the clients and, most importantly, covert objectives.
Clients often go beyond the RFPs (Request for Proposals) or scope
of work. The client always infuses their personal desires, albeit you have to
uncover it.
This is the reason that in this phase you have to ask the clients a
lot of Why? Uncover their vision beyond the papers that was given to you.
Lastly, determine the practicality of the client’s objectives,
desires and vision.
PHASE 2. DESIGN
In this phase, you are now asking the clients the theme of the
events. You are now mindstorming
A caveat on this phase, do not lose sight of the objectives that
needed to be achieved while designing the event.
The bells and whistles that may sprung during the mindstorming
PHASE 3. PLANNING
In this phase, the budget, venue and timelines should now be
finalized.
If the research and design phase are conducted well, there will be
no or minor glitches will be encountered in this phase.
I recommend using the ICOM Model in this phase. ICOM stands for
Input, Constraints, Output and Methods. Using this framework we can see the
different angles of the plan and how the actual event will start and end (I
recently wrote an article about the ICOM Model).
Planning is important, but the planning process will give you the
edge in making your event a success.
Why?
The plan is organic, meaning some details can change because of
unforeseen situations and developments. On the other hand, the planning process is
an exercise that allows you to study carefully and meticulously all the details
of the event.
As the saying goes, God is in the details – the planning process is the
best exercise to be detailed driven
PHASE 4. COORDINATION
This is the phase where the logistics, manpower and other supplier
requirements are finalized and most of the work needed for pre-event are
completed.
I use the 3 Cs (Communication, Cooperation and, of course,
Coordination) to amplify this phase in my organization.
My adrenaline in this phase is high. Adjustments require creative
and fast thinking and decision-making – traits that I acquired and are very
fond of because it is a full display of how competent the event manager is.
I call myself the conductor during this phase, as I lead the choir
to produce a masterpiece performance that will surely ensure a happy smile on the
face of my clients.
PHASE 5. EVALUATION
Surveys and post event assessments are part of this phase. In the
ICOM Model it is the comparison between the Input and Output. Taking into
account the gaps between the input and output.
In simpler terms, it is like getting a checklist of objectives and
expectations that your clients agreed to achieve before the event and ticking
each item on the checklist if you have achieved it, and explaining the reasons
why you failed to fulfill the items agreed on the checklists.
My advice on the items you failed to fulfill, be honest and explain
the reasons why you failed to achieve it.
On this particular matter, I hope that your reasons for failing to
achieve it is valid, if not, be prepared to lose the client or worse, be
prepared not to get paid and lose a lot of money as a consequence.
So now that you know the five phases of event management, I hope
that you will become confident in navigating your events against the different
challenges that you will encounter, and in the end, deliver the event that you
are expected to manage to where it deserves to be – in the Pantheon of Success.
- Friday, September 16, 2016
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