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Event Management

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Corporate event management involves managing various corporate events that can be a special media event, an internal event or event open to the public such as a fundraising gala. They are usually managed by a professional planner whose specialty is corporate events. An experienced event planner has the expertise to research and plan a successful event from start to finish.

Some of the common examples of corporate events are launching a product, road show, galas and media event with corporate sponsorship. The events are managed according to their respective nature, keeping in mind the aim of the event, the audience to be reached and the content of the message to be transferred.

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You've been tasked with planning an event and don't know where to begin. Take a deep breath, anyone with any level of event expertise can take an event from good to great. Here is how:

For beginners, it is imperative that you do your homework. You must first generate an event plan and consider the building blocks of any event: target market, situational analysis, the 6 P's and planning.

Let's get started. Think very clearly about the people you are trying to attract. Ask yourself the question: Who is your target market?

Once you identify those that will be attending your event, allow yourself time to travel into the hearts and minds of your potential audience. Believe me; knowing what kinds of things they like to see, do, buy and eat will be helpful as your event plan begins to come to life.

Now that you have your target market in mind, let's take a look at your situational analysis. You will need to examine your internal strengths and weaknesses and your external opportunities and threats as they relate to whatever you are planning to do. You must be brutally honest with yourself when analyzing the various components of your event.

The next step in taking your event from good to great is to identify the 6 P's of event planning: Purpose, People, Product, Place, Price and Process. Outlined below you will find the questions related to each P that you should answer prior to diving into the planning phase.

- Why are you doing this event? (Purpose)
- Who will attend? (People)
- What are you going to do? (Product)
- When and where? (Place)
- How much is it going to cost you? (Price)
- How are you going to get the job done? (Process)

Now that you have identified your target market, have performed a situational analysis and have answered the building block questions of planning an event, you are ready to develop a formal event plan and begin execution shortly thereafter.

A formal event plan has several interrelated components: goal, objectives, strategies, tactics, budget, timetable and evaluation. Your written detailed plan of action will serve as the backbone to your master event plan. Keep it close at hand and refer back to it often.

Congratulations, at this point you have finished your homework and can now move into the imaginative, fun side of event planning! Take your events to the next level by identifying a theme and carrying that theme from start to finish.

Planning a successful event is no walk in the park. It is tedious work and requires an individual who always keeps their dancing shoes and party hat nearby. One who is forever excited about the adventure and who remembers that problems that will inevitably arise but the beat must go on.

You've got a plan, now the let the event begin. You are on your way from good to great!