For clarification, event program management includes the entire breadth of events in an organization’s event schedule – small to large internal to external. An entire program includes local, regional, national, and international events. The purpose is to promote or sell its products and services.
Event planning or event management refers to a single event, event programs involve a series of events, conferences, and trade shows.
Event Program Management encompasses the activities needed to successfully bring an organization’s presentation before their prospects attending events, trade shows, or conferences.
Program management for events encompasses the management of company assets. This includes ordering essential services and executing an approved game plan leading to a successful event objective. A successful program management plan will provide a crystal-clear focus on the events at hand. It will put in motion a process to bring sales into harmony with marketing for long-term rewards.
More specifically, event, conference, and trade show program management requires a systematic process of planning, executing, managing, and coordinating event services and logistics for a client’s single or entire schedule of events in which a company plans to participate. The planning and coordinating activities may be directed toward many different size events which can be local, regional, national, and international events.
We work as a seamless extension of your event team. The goal is to develop not only cutting-edge exhibition strategies but also bring the finest designers. By doing so, we can create brilliant displays, and implement exhibit strategies that create a true WOW factor! And most importantly, provide event program management services to successfully run your organization’s events consistently. On-time, and on budget!
Through Event Program Management services, all the event details are planned. This includes ordering the services and supplies needed in advance and onsite. It also includes managing the logistics for all properties and assets going to each event. In addition, program management includes the on-site execution of all activities during the setup & dismantle. When done properly these all come together to create an exceptional experience for the clients.
Trade show program management services often extend far beyond the dismantling of the event. Our show services often extend into the next event depending on the client’s show schedule. But most often inventory returns to storage at our secure warehouse facilities. The show services team provides your staff with a thorough post-event report which also dovetails with our Lead Capture and Marketing Automation Services.
Yes, Astor Group works to facilitate, activate, and enable your marketing program to run at its maximum potential. We provide turn-key service, from the initial moment of move-in, through the loading of the final truck. All the while we maintain customer relationships, through our end-to-end event marketing services.
Astor Group specialized in the implementation of event program management services. We plan the resources and services for all of the events. This ensures consistency in visual presentation, attendee, and staff experience. The benefits of a well-designed program go far beyond meeting just the immediate needs of the exhibitor. A well-designed trade show program creates a familiarity with the staff of all the moving parts and pieces. With that familiarity comes a level of expectation and buy-in by the exhibit team. It takes that level of expectation to a level of excellence with the presentation of the final product, each time it’s presented.
Key areas of our service are:
Event Managers (with overflowing plates), Directors of Marketing and Sales (who need the extension of their marketing and events teams), Field Sales Managers (who are juggling many roles and need a single, streamlined system). Event program management is beneficial to organizations whose marketing or sales teams exhibit in a series of events, or need help with a single event out of their typical scope.
For event managers, program management provides the blueprint on how everything is physically orchestrated and brought to fruition. With the marketing and sales teams, it becomes a proving ground. It illustrates that the mission of the two teams really is in sync. The success is illustrated through hard sales, which creates an R.O.I. that drives the teams forward to greater success. And for the field sales managers, it provides that systemized approach that always allows them to focus on what’s important at the moment. They don’t have to worry about the inevitable surprise.
The benefits of a well-designed program event go far beyond meeting the needs of just the event at hand. When a process is systematically implemented over a company’s entire show schedule, repetitive steps are established. When followed throughout the organization, it eliminates mistakes, conserves resources, and is very predictable. By making each step predictable, each step becomes duplicatable throughout the organization.
Program management services may also include personal representation at the event by experienced, event industry professionals. They’re there to supervise the set-up crew and oversee the timely delivery of all equipment and services to ensure its success. The final result should be an event that meets or exceeds all its’ marketing objectives. It also provides an R.O.I. that is in line with long-term company objectives and forecasts.
A successful program management plan will provide a crystal-clear focus on each critical task during the pre, post, and onsite periods. It will also put in motion a process-driven plan to bring sales into harmony with marketing for long-term rewards.
PLANNING & TIMELINES
Timelines are the foundation of building a successful event program. This is especially true for a marketing department with a rigorous event schedule, a solid strategy, and seamless management of the details. Timelines force all who participate in program management to make decisions regarding gathering information in an appropriate timeframe. Information gathering and planning allow for a series of subsequent decisions to be made in an orderly manner. Doing so will achieve a final cohesive timeline for your event. The salient point is that it forces people to make both simple and challenging decisions without procrastination along an agreed-upon timeline.
Event service kits are packets of information produced by the event’s service contractor in conjunction with the show’s management group. They contain the on-site details of the event. Included are schedules and important dates for ordering, shipping, setup, dismantle, and all order forms for required and optional services. Exhibitors can order these additional services to support and supplement an exhibitor’s booth’s presentation.
Service kits are potentially one of the most time-consuming and disaster-prone activities associated with trade shows. If your job requires you to break down service kits and order products, in time, you’ll learn where most of the pitfalls lie. If not, then there stands a good chance that you may repeat basic mistakes.
Program management companies can provide the right instruction and structure to create a process. These processes can guide you and help avoid most pitfalls, but certainly not all of them. You’ll never avoid all the pitfalls because the union rules tend to change over time. Plus, each city-run facility manages its buildings differently from each other, and the individual contractors often present their products and charge for their respective products very unique to one another.
In time, one can eventually avoid most traps. These come from missed deadlines, and the misunderstanding of the show rules and requirements. These often vary from event to event, city to city, and venue to venue. With the right amount of guidance and a good process, you can, however, avoid major mistakes.
All of us who’ve exhibited in trade shows for any length of time are aware of what we all refer to as the standard trade show rules. The rules are frequently included in the service kits or distributed in advance by show management. These rules pertain mostly to all the different sizes of booths and the physical uniformity that they all must adhere to.
But how about the not so well-publicized trade show union rules for each city? Our good friends at Nth Degree, the nation’s largest skilled labor vendor, have compiled the show rules from all the major union cities around the country to make a copy available to our clients.
About the only time, you see a booklet like this is on the show floor when the union steward pulls up out of nowhere. He pulls it out of this back pocket as he’s getting off his little wheel motorized scooter just before he’s about to write you up! We’ve all been surprised at one time or another and most of the time have paid a heavy price for not knowing the fine print. We want to take away the pain of that happening again in the future. So we made a copy of the union rules for each city available to you here on this page, compliments of Nth Degree Global Exposition Services.
Logistics applies to the management and movement of show materials to events by truck or airplane. In the trade show industry, logistics involves scheduling transportation to various venues via air and established truck lanes. A logistics team schedules transportation to bring the product to the destination to meet the desired schedule. Logistical support includes understanding when a shipment needs to be picked up or arrive to meet a labor schedule or show opening time.
Creating a budget for an annual event program should take into account not only the booth space itself, and also the physical properties used to create the display. You’ll also need to include the services that support and supplement the exhibit. Additionally, the budget must consider the cost of staff (including their lodging) as well as marketing and engagement activities and giveaways.
The most important question that you need to ask yourself is whether you’re sure that the event will generate enough bottom-line profit to justify committing to exhibiting in it? Without knowing all your costs you can’t know whether the booth space you’re committing to is throwing money down a dark hole or not.
The quickest success that an exhibitor can create for themselves is on the show floor through the lead capture process. This is what they use to collect, grade, qualify, show leads, followed by the implementation of a targeted post-show follow-up process. With a robust CRM program and an onsite lead collection device, exhibitors can within seconds guarantee a timely qualification and follow-up process. This is the advantage they need to gain an edge over the competition.
When the curtains go up, it’s “Showtime.” You have one opportunity to shine when it comes to events. You’ve purchased your booth space, and ready or not, you have one shot! There are no “do-overs,” so every good manager should have Plan A and Plan B, a Plan C, and Plan D, just in case.
Astor Group’s onsite event and trade show management services provide your organization with professional event managers to ensure every aspect of the event flows seamlessly.
Just because the event has ended doesn’t mean the job is over. Success in your event must include post-event reporting, follow-up with leads, etc.
First of all, we collaborate with your team to learn what makes you tick. What’s worked and what hasn’t. We begin by opening the door a crack and showing you what it can and should be if you take the challenge of dedicating yourself to “continuous program improvement.” As we open the door, it will not only mean that you’ll eventually know a whole lot about what we know, but you’ll also understand the context of why each step is important.
Along the way, you’ll hear words like lead capture, segmenting, lifecycle, forced freight, wow, and swag. They’re all part of the circular whole of your new journey with all your events in total, not just one at a time. We have a deep well of knowledge.
In the end, our goal is that if we do our jobs well enough, someday you’ll realize that we’ve shared enough information with you so that you will no longer need us, but you’ll still want us on your team every step of the way because of our flawless execution of the plan.
More specifically, event, conference and trade show program management requires a systematic process of planning, executing, managing, and coordinating event services and logistics for a client’s single or entire schedule of events in which a company plans to participate. The planning and coordinating activities may be directed toward many different size events which can be local, regional, national, and international events.