The global event management industry is a vibrant and evolving sector that attracts a lot of people. This growth is driven by various factors, including the increased frequency of corporate, public and high-end private events and the integration of new technologies designed to make managing these gatherings more successful.
In this article, we’ll look at what event management is, the top management companies in the world and how you can start a career as an event planner with the right education, experience and skills.
What is event management?
This multifaceted profession involves the planning, coordination, and execution of various events, ranging from corporate conferences and trade shows to weddings, concerts, and festivals. The primary goal is to create seamless and memorable experiences for attendees while ensuring the client’s objectives are met, whether that’s advertising a product, getting in big-name guests, or just having a fantastic time. Below are 10 of the key aspects that define event management:
- Budgeting: developing and managing budgets is a crucial part of successful event management. This includes allocating resources for venues, catering, entertainment, marketing and other essential elements
- Venue selection: choosing the right place is vital, considering factors such as capacity, location and facilities as well as event type. Negotiating contracts with venues is often part of the process
- Vendor management: liaising with various vendors, including caterers, decorators, audio-visual teams and security to ensure all aspects of the event are well-coordinated
- Timeline management: creating detailed schedules that outline tasks and deadlines to ensure the event progresses smoothly, from planning to execution
- Promotional strategies: Develop an event marketing strategy to generate awareness and interest. This may involve using social media, email campaigns and other promotional channels
- Event conceptualization: developing creative concepts that align with the client’s vision and theme for the event
- Aesthetics and decor: collaborating with a design team to create visually appealing and cohesive event spaces
- Day-of coordination: overseeing all activities on the day of the event to ensure everything runs smoothly
- Problem solving: addressing unexpected challenges and troubleshooting issues in real-time
- Feedback and analysis: collecting feedback from clients, vendors and attendees to evaluate the success of the event and identify areas for improvement
In some settings, instead of doing all these tasks, you’ll work closely with other professionals such as food and beverage managers or marketing managers to help make sure events run smoothly.
What is an event management company?
Also known as an event planning or event coordination company, these are professional service providers that specialize in planning, organizing and executing various types of shows or gatherings for clients. These companies are hired to ensure all these happenings, ranging from corporate events to social gatherings, are well-coordinated and successful. These companies take care of all the tasks listed above. They can be essential for people who want a successful event and they can be a great way of getting into planning conferences or parties if you want to pursue it as a career. If you work with an event management agency, you could end up planning:
- Social events such as weddings or birthday parties
- Conferences for corporate clients
- Non-profit events such as galas and fundraisers
- A wholly digital event for industry conferences
Importance of choosing the right event management company
Choosing the best event management agency for your needs is crucial for success. These companies play a pivotal role in ensuring each project meets its intended goals, whether it’s a conference for boosting brand awareness, an event for building community engagement, or a gala for generating revenue. These companies generally have a lot of experience in handling all of these, but you’ll also find some companies tend to specialize in certain types of events.
Criteria for selecting top companies
When you are looking for the right event management company, whether that’s for your career or for a gathering you need planning, there are a number of things to consider. Some things to think about are:
- Scale of events managed: companies capable of handling large-scale, high-profile events are often more equipped to deal with complex logistics and diverse client needs
- Client satisfaction: feedback and testimonials from previous clients provide valuable insights into a company’s reliability and quality of service
- Innovation: firms that leverage cutting-edge technologies and creative approaches to event planning tend to stand out in the industry
- Global presence: companies with a global footprint are more likely to have a deeper understanding of different cultures and international event dynamics
If you are looking for a career in a top management company, you may want to consider these to find a job that suits your goals and aspirations. However, places at the top companies are highly sought after, so you should consider getting experience and a suitable qualification that will help you land a role.
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The evolution of event management
Event management has been around for centuries in some form, evolving from traditional community gatherings to the sophisticated and high-tech events of today. Historically, gatherings have always been a significant part of human society, used for various purposes such as religious ceremonies, royal celebrations and community get-togethers. Event production as a career, however, began in the 20th century, particularly with the rise of corporate and public events such as trade shows, music festivals and sports competitions or meets. These all began to require meticulous planning, coordination and execution, giving birth to the modern management industry.
Transformation through technology
The advent of modern technology has radically transformed the event management industry. Key technological advancements include:
- Event management software: these solutions have streamlined many aspects of event planning, from registration and ticketing to scheduling and attendee tracking. Tools such as Cvent and Eventbrite have become indispensable for event professionals
- Digital marketing: the rise of digital marketing tools has allowed event organizers to reach a broader audience more effectively. Social media, email marketing and digital advertising play crucial roles in event promotion and engagement
- Virtual reality (VR) and Augmented reality (AR): these technologies have opened up new possibilities for immersive event experiences, allowing attendees to engage with events in innovative ways
- Mobile technology: mobile apps have become essential for improving attendee experiences, offering features such as personalized schedules, networking opportunities and real-time updates
- Data analytics: the use of data analytics in planning has enabled organizers to gain insights into attendee preferences, optimize strategies and measure event success more accurately
Current trends in event management
As technology and other global factors come into play, the field of event management is still changing. Some current trends include:
- Virtual events: the COVID-19 pandemic accelerated the adoption of virtual events. Platforms such as Zoom and Microsoft Teams have made it possible to host large-scale conferences, webinars and virtual trade shows online. Virtual events have the advantage of broader accessibility, lower costs and often a greater reach compared to hosting in-person
- Sustainable practices: there is a growing trend towards sustainability in event management. This includes reducing their carbon footprint, using eco-friendly materials and promoting zero-waste policies. Events are increasingly being designed with sustainability at their core, reflecting a global shift towards environmental responsibility
- Hybrid events: combining in-person and virtual elements, hybrid events have emerged as a popular trend, where some physical attendees and more people are watching online. They offer the flexibility of online participation while retaining the unique advantages of in-person attendance. This format is particularly appealing in the current climate, where travel restrictions or health concerns might limit physical attendance
- Personalization: bespoke experiences are becoming more critical in event management. Using data analytics and AI, organizers are now able to offer tailored content, recommendations and interactions to attendees, improving their overall event experience.
- Safety and health measures: in the wake of the pandemic, there is an increased focus on health and safety protocols at events. This includes measures such as touchless registration, social distancing arrangements and enhanced sanitation procedures.
- Use of advanced technologies: emerging companies are integrating technologies such as Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR) and blockchain to improve attendee engagement and streamline event operations
- Event gamification: integrating game-like elements into events to maintain attendee engagement and make them more interactive and enjoyable
- Smart wearables: implementing smart wearables equipped with technologies such as NFC and RFID for seamless attendee experiences and efficient event management
Potential challenges and opportunities for companies in event management
As we’ve discussed above, the future of event management is poised for exciting developments with technology and sustainability at its core. This not only brings the growth potential but also some challenges, such as:
- Adapting to new technologies: keeping pace with rapidly evolving tech and integrating it effectively into event management will be a challenge
- Balancing digital and physical experiences: crafting a balance between digital engagement and the irreplaceable value of in-person interactions
- Sustainability implementation: putting in place sustainable practices while maintaining cost-effectiveness and attendee satisfaction
Global leaders in event management
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If you’re looking for companies that plan truly exceptional events, here are some of the top firms in the world. We’ll look at what they specialize in, which clients they have worked for and their unique selling points (USPs).
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Hubilo
This company specializes in virtual events, offering a platform that enhances attendee engagement with features such as attendee lists, 1-1 meetings and business card exchanges. It’s particularly popular among marketers for webinars.
- Notable clients: United Nations, Roche, Informa Markets, Tech in Asia, Fortune, AWS, Siemens, Cognizant
- USP: Hubilo is known for creating engaging virtual events and webinars with a focus on maximizing attendee engagement
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Airmeet
This platform focuses on virtual summits, webinars, meetups, workshops and any other events that can be hosted online, ideal for modern conferences and trade shows. Its Event Experience Cloud allows unlimited virtual and hybrid seminars.
- Notable clients: ComCast, Forbes, Volvo, SAP, HackerRank, University of Toronto
- USP: known for its interactive tools and easy branding, Airmeet makes connecting with people and gaining insights simple and effective
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6Connex
This provides solutions for virtual, hybrid and in-person events. Its cloud-based tools include virtual venues, learning management and webinars, catering to a wide range of industries. The benefits of hybrid events make it popular with trade shows where physical demonstrations are helpful.
- Industries serviced: HR & communications, education & training, media, entertainment, PR, non-profits, retail & commerce
- USP: 6Connex offers a comprehensive range of functionalities, supporting event planning, promotion, registration and analytics
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EventX
When looking to host in-person and online events, EventX helps. The company offers features such as interactive exhibition halls through the use of augmented reality and apps, dynamic exhibitor booths, and online registration forms.
- Notable clients: Bloomberg Businessweek, Sun Life Financial, Spark Labs, Alibaba.com
- USP: EventX excels in providing a versatile platform for a variety of events, making organizing them straightforward and efficient
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Stova
Stova is a comprehensive technology ecosystem, providing solutions that adapt seamlessly to events of any scale or location. This makes it popular with a lot of different companies that are focusing on large events rather than more niche, specialized gatherings.
- Notable clients: Pepsico, Informa, Databricks, Airbus, Valve
- USP: Stova is known for its ability to help users exceed their goals with tailored solutions that adapt to the changing event scene
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EventMobi
With the aim of simplifying event planning, promotion, monetization and execution, EventMobi is popular with clients who want to hand over most of the work to someone else and is ideal for companies without any event staff in-house. Its software enables planners to handle every aspect of the event quickly and easily.
- Notable clients: Yale University, Visa, Ben & Jerry’s, Porsche
- USP: EventMobi is recognized for its user-friendly platform that offers various interaction options, both in-person and online
Each of these companies demonstrates excellence in different aspects of event management, from virtual platforms to comprehensive event technology solutions. They stand out for their innovative approaches, diverse client bases and ability to adapt to the evolving demands of the event management industry.
How to work in the top event management companies
Event management is a dynamic and exciting field. To succeed in this industry, you will need a combination of skills, education and practical experience. Here’s a breakdown of what you will need to work in event design and production.
Education and experience for event management
While not always mandatory, having a degree or certification in event management, hospitality or a related field can provide you with a solid foundation. Many universities and institutions offer specific courses that cover event planning, helping you build the skills that you need to succeed.
It’s also important to get experience in the field where you can. This can be gained through volunteering or internships. You can also start your own event management services to gain real-world experience. Education and work experience can also help you network with other professionals in the field. Establishing connections within the industry is crucial, so you should consider attending industry conferences, joining professional organizations and using social media platforms to connect with fellow professionals.
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Key skills for event management
Event management requires mastery of many different skills. A lot of these are soft skills, which can be transferred to any job role. These include:
- Organizational skills: the ability to juggle multiple tasks, manage timelines and coordinate various elements is crucial
- Communication skills: strong verbal and written communication skills are essential for dealing with clients, vendors and team members effectively
- Problem-solving: events rarely go exactly as planned. Being able to think on your feet and solve problems quickly is a valuable skill
- Negotiation skills: you’ll often need to negotiate contracts, prices and terms with venues, suppliers and other service providers
- Creativity: a creative mindset helps in designing unique and memorable gatherings, from concept to execution
Conclusion
Event management is pivotal in today’s world, bridging communities, building business relationships and creating memorable experiences. Its significance is only set to grow as new technologies and sustainable practices continue to reshape the ways we connect and engage through events. There are a lot of stand-out firms that rank as some of the top events management companies in the world, all of which make exciting job prospects for people interested in event planning. If you want to get started in this kind of career, you will need to build your skills and experience. To do this, try a degree from a renowned hospitality school such as Les Roches.
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