Event Program Management manages 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, 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 and put in motion a process to bring sales into harmony with marketing for long-term rewards.
More specifically, it 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.
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 the proving ground that illustrates that the mission of the two teams really are in sync and through the success illustrated with hard sales, creates an R.O.I. that drives the teams forward to greater success. And for the field sales managers, provides that systemized approach that always allows them to focus on what’s important at the moment and not have to worry about the inevitable surprise.
Program management services may also include personal representation at the event by experienced, event industry professionals 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 not only meets or exceeds all its’ marketing objectives but 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, and put in motion a process-driven plan to bring sales into harmony with marketing for long-term rewards.
Whether you are a company planning your first event or looking to improve an existing (but failing or lacking) event marketing program, you’ve come to the right place.
It’s important to have a firm grip on who you are as a business so you approach your participation in the industry with accurate information. To that end, here are a few basic questions that you should ask yourself and share with us:
1. Number of leads
2. Investment per lead
3. Sales generated in a specific period (6 months after the show)
4. Return on investment (ROI)
5. Number of visitors viewing a live presentation
6. Pre- or post-show surveys for perception or memorability
7. Exit interviews
Mistakes are often made in the execution of an exhibit plan with event program management, not from the lack of effort, rather from not being aware of the small nuances in how the industry works when dealing with timelines and logistics. Plus the nature of constant change in the industry is a part of everyday life and presents unique hazards which can cause major financial stress. So how do we move forward?
We need to create a road map that eliminates or minimizes mistakes and provides a final plan that has a high degree of financial success. Yes, there are steps that can be taken to minimize the chance of failure which start with who you choose for your team in the first place.
So often it’s not what you ask that’s important, but what didn’t get asked that causes the big problems. As a long-time provider of event program management services, our team understands what questions need to be asked for every show. We then create a road map for your events that cover all the variables and establish a financial outline of what this and every other event should look like. This is how you start an event management program.
Once you have clarity in answering the above questions, you can move into the next stage, which provides additional information about program management and provides some specific options.