Event management? What is this new catch phrase all about? Almost everyone you meet is almost somewhat involved in this new phenomenon. I dare say 6 out of 10 people you meet today are in some way involved in this teeming industry of hype, glitz, glam, and under-cutting!
Welcome to the unbelievable world of events & entertainment management, a field so diverse and competitive, that the faint hearted should never consider venturing down this frightening pathway.
So you want to do events? Here’s a few questions to ask yourself before you venture down this pathway; Can you sweep? Can you clear out the thrash? Can you climb up scaffolding? Can you go without sleep for a whole weekend? Can you come up ideas on the fly? Are you willing to take a verbose tirade from a client?
Now that I have steered the unassuming away to brighter greener paths, let’s uncover the real secrets of what makes this industry so exciting, that for those who wholeheartedly have chosen to make this the field of their choice, find a passion that drives them to work ungodly hours, eat at unearthly times, to constantly be on the look out for new ideas, different concepts, and never be in the same place twice in a week!
Event management is all about combining various diverse aspects of complex elements, from getting clients, to coming up with ideas and concepts, to job pitches, to sealing of deals, to actual set up’s, to tear down’s, and then the utter pleasure of knowing what just happened was another successful event managed professionally, ensuring timely flowing of all that was promised from the start till the finish.
Now you might ask why I posed such questions earlier on; now let me tell you why. The events industry is not all just about the adventurous lifestyle, as it come with a person who can be down to earth, so that when push comes to shove, a ‘all hands on the deck’ approach immediately applies to all team members of an event management team. At any point in any event, a sudden need can arise that unexpectedly will need instant fixing, and sometimes split second decisions have to be made on the fly, which can prove detrimental, or the complete opposite.
An event manager shelves a lot of responsibility on his/her shoulders from the word go, which usually begins when they meet a client for the first time. This is because first impressions always count, and you always want to make the greatest impact within the first 5 minutes you come into contact with any new person whom you are hoping to gain their trust for any or all future endeavors.
This applies not only to the events industry, but also to any opportunity when one, whether a fresh graduate, or a seasoned job – seeker wishes to apply for a job, you have only 5 minutes to make a lasting impression, whether good or bad, before you are either on your way thru the door, or you get that lucky break you’re hoping for!
Why I say this, because I have been interviewing so many fresh graduates to people with 2 – 3 years working experience, yet they can’t sell themselves, even if God were to stand next to them, pardon my French! It is very pertinent that one’s strives to possess what is called the ‘gift of the gab’, solely so that one can take advantage of any situation that calls for quick thinking reflexes to save one’s skin.
Well, I’ve digressed a bit here, but back to the events industry, but let’s see; what kind of events exists out there? Typically, you have corporate events like annual dinner & dances, family days, product launches, property launches, in-store promotions, road shows, themed parties, team building events, treasure hunt events, carnivals, fun fairs, and then you also have private events like themed parties, weddings, birthday parties, proms, just to name a few?
What events best suit you? What should one focus on? This really applies to each individual. Not everyone can attempt to do all, and come away a winner. There are those who have and can pull off such a feat, but it’s best to really concentrate and specialize in a certain niche piece of the pie. Choose the kind of events that really suit you, your personality, your passion, and your drive, and you will definitely be a conqueror!
Well after ensuring that you have the clients attention, then you must go on to confidently show that you have knowledge of the industry, as many ‘event managers’ really seem to be getting by ‘by the seat of their pants’, if you know what I mean. I’ve seen many ‘blow so much sunshine’ up a clients rear end, that eventually it all comes crashing down, which ideally makes the rest of us who know what we are doing, or at least who have the experience in doing what we do, look good.
It is very important that one does enough research before going into a meeting, research the client, find out what they do; try to pick up on the company business and culture, as this will help immensely when it comes to breaking the ice and also to seem well versed both in your industry and also shows that you are keen on gaining them as a client.
Next comes thoroughly understanding their needs and wants, and here one must completely try to attain any and all information, with regards to the project at hand. This also includes asking them about the nature and outcome of past events of such magnitude or occasions.
After gathering all the necessary details, the team gets together and brainstorms on what is the client looking for, what needs to be achieved, and how shall a concept be conceptualized that helps the client achieve what they set out to achieve, which also means the event company strives indefinitely to achieve their goal of servicing their client and putting together and managing a successful event.
After conceptualizing what is a satisfactory ‘winning’ concept, then comes the costing part, and most times it all depends on a clients budget, but the unspoken rule of the game is, above and beyond all that, the profit margin should always hover between 20 – 30% of the overall package value, but seriously, here comes the fun part, the most important question you ask yourself is, HOW MUCH DO YOU REALLY WANT TO MAKE?$?$?$!!! Yes people, the beauty of this industry is really in the ability for one to sell their ideas at a price they choose to name, but it all lies in one’s ability in convincing their client that yes indeed so much needs to be spent, without pulling a fast one, and then executing it right thru till the end, and then eventually smiling all the way to the bank!
The backbone of any event management company is really mainly two key elements; its team members and its suppliers. If you have these two important aspects well in place, then voila you have the tools and keys to running a successful event management business that will be sturdy come what may to take on projects of all shapes and sizes, without faltering in the face of adversity.
Always keep these two elements in check, by ensuring proper communications between both parties, and also always pay your suppliers on time to ensure that you will never lack support when you need it most.
Always be professional, and throw out all ‘Malaysianisms’ in times of running a business, i.e. always, always be on time! Never settle for second best simply because the ‘tidak apa’ mentality is so well immersed in the skins of society. If possible, look to the West, were many great businesses have been pioneered, and assimilate their practices, conducts, and mannerisms, the good only of course, and put that into your way of life, and see how that works wonders for you.
I speak from experience, having started my business in 2000, while still a junior in university in the States. I began as an entertainment related company, but since returning to Malaysian shores in end 2001, have expanded and diversified into being a full-fledged events agency. To know more one can visit us online at www.jiggee.com & also www.jiggeejon.com to know of my personal entertainment forte.
My experiences at
Make an impact from the word go, and it will hold water right till the end. Always adhere to ethical business practices and it will be a feather in your cap. Let the passion of what drives you be the force that catapults your decisions and choices in all aspects of life, be it personal, at college now, in university, or in your future careers.
Feel free to send comments and brickbats to me at jiggeejon@gmail.com
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