Posted on August 14, 2023

Ways To Get The Most Out Event Management: Tips for Combining Business and Travel

When implementing event marketing, you must clearly understand what event management is, what business tasks they solve, and for whom they are initiated. Otherwise, you will not get a tangible return from the process. Events are organized to form a positive image of the company and its promotion in the market.

Events are held for:

• Partners. Trade events: conferences, presentations, exhibitions, seminars, forums. During such events, it is possible to strengthen the network of already developed business contacts, establish new ones, and exchange experiences or ideas.
• Clients. Special events: festivals, shows, concerts, awards, presentations. Special events create a positive public opinion and form the image of a powerful newsmaker in your niche, increasing your customers’ interest.
• Employees. Corporate events: professional holidays, anniversaries of the company, team building, and family days for employees. These events provide a positive atmosphere in the team, improving performance.

A properly built event strategy can:

• Increase the loyalty of the targeted audience
• Competently position the company
• Strengthen the corporate culture
• Present products/services
• Increase profits

Corporate events form a new chain of relationships in the team, which positively affect the work process, providing a benevolent emotional background in the company. Employees learn to agree, create something together and solve important tasks in a relaxed atmosphere.

How to make events an effective marketing tool?

Offline communications generate quality feedback, increasing brand awareness and NPS (net promoter score). Some companies use event marketing both as an image tool and for marketing product promotion.

And for an event to become an effective marketing tool, it must meet one of three criteria:

• Non-triviality. The original newsbreak establishes an emotional connection with the audience and turns it into like-minded people who share brand values. Creative events leave positive emotions and a desire to share them, which is much more effective than obsessive appeals to buy the product.
• Practical value. The modern consumer strives for continuous development and is unlikely to miss the opportunity to get a portion of really useful knowledge. By telling interesting “how-to” stories, case studies, and training, the company can organically create a loyal audience for the brand.
• Relevance. You can attract wide public attention by timing the event to a holiday or a high-profile event. The main thing is that the organized event should be relevant and timely.

It is recommended to use an online scheduler for proper event management.

Organization of the events: 5 important steps

Regardless of its scale and format, any event passes through several stages, each requiring careful planning.

Planning

The basis of a successful event is a well-thought-out plan.

A clearly defined task determines not only the format of the future event but also the audience on which it will be focused. The accuracy of the wording directly depends on the effectiveness and coverage of the event.

Correct goal setting determines the KPI and budget and becomes the starting point in choosing the concept and mechanics of interaction with the audience. Event participants should understand, without additional explanations, why they see your brand here and now, and your key message should match their interests and be easy to read.

Scenario

A thoroughly scripted event program is its logistics, including:

• Location and time of the event
• List of speakers and the sequence and key points of their statements
• List of guests: journalists, partners, registered participants
• Intermediate activities

The event’s success depends on guests, speakers, and venue. If one of the components is not worked out, the quality of the event will be poor. You should pay attention to details, consider the needs of people and be ready to fulfill them. If you have invited many guests, and the room is poorly conditioned, then the event will not go as well as you would like.

Budget

Given the concept and scale of the future event, it is important to calculate the cost of its implementation, optimal for the business.

Offline channel is quite an expensive way to communicate with your audience, so it is better to choose large-scale events when the coverage and mass audience allows you to remain effective at a high cost.

Promotion

You should not neglect the newsletter, reminding people about the event a few days before it occurs. Informing your target audience about an upcoming event will get them maximum attention. It is better to inform about the event online and offline. For example, a creative event announcement can be successfully combined with distributing flyers.

When attracting your target audience, describe the value of the event, using as many tools as possible to engage attendees.

Analysis

During and after the event, it is important to calculate the costs, proceeds, number of participants/buyers, acquired contacts, made mistakes, and also to prepare the post-releases for the press. The information obtained will help adjust the event marketing strategy and evaluate its effectiveness for the business. Using a KPI dashboard is a great way to track all of these metrics and get insights in real time. 

By choosing and competently organizing an event that meets the objectives of the business, you can create a favorable atmosphere for the company’s development, increasing its recognition among potential customers and profits.

Importance of choosing a venue for the event

One crucial aspect of event management that can greatly impact its success is selecting an appropriate venue. The choice of venue plays a pivotal role in creating the right atmosphere, accommodating attendees, and facilitating the desired outcomes.

Firstly, the venue sets the tone for the entire event. It serves as the backdrop that reflects the purpose and theme of the gathering. Whether it is a professional conference, a trade show, or a corporate retreat, the venue should align with the event’s objectives and resonate with the attendees.

Secondly, the venue’s capacity and layout are critical factors to consider. The venue should be able to comfortably accommodate the expected number of attendees, ensuring that everyone has sufficient space to move around, network, and engage in the activities planned. Additionally, the layout should be conducive to the event’s flow, allowing for efficient navigation between sessions, exhibition areas, and networking spaces.

Moreover, the venue’s location and accessibility are vital considerations. It should be conveniently situated, easily reachable, and well-connected to transportation hubs like airports, train stations, or major highways. Accessibility is crucial for attracting a diverse audience and ensuring maximum attendance. Furthermore, a well-located venue enhances the event’s appeal, as attendees can explore the surrounding area, experience local attractions, and make the most of their travel experience.

Another important factor is the availability of essential amenities and facilities. The venue should offer suitable infrastructure, including audio-visual equipment, Wi-Fi connectivity, and sufficient power supply. These features are crucial for smooth presentations, interactive sessions, and seamless communication. Additionally, catering services, parking facilities, storage facilities for any important belongings and comfortable seating arrangements contribute to the overall comfort and satisfaction of the attendees.

Lastly, the financial aspect cannot be overlooked. The venue selection should align with the allocated budget for the event. Negotiating a favorable contract, understanding the pricing structure, and considering additional costs are essential for effective cost management. Event organizers can optimize resources, allocate funds to other important areas, and achieve a successful event without compromising financial sustainability by choosing a venue that fits within the budget.

In conclusion, choosing the right venue is a pivotal decision in event management. It sets the stage, accommodates attendees, and contributes to the overall experience. By considering factors such as the venue’s alignment with the event’s purpose, capacity and layout, accessibility, amenities, and cost, event organizers can create a seamless and impactful event that meets the needs and expectations of all participants. A carefully chosen venue enhances the event’s success, leaving a lasting impression on attendees and ensuring a positive return on investment.

Top event venues in 2023

There are many great event venues around the world. Here are a few of them:

• Hop on – hop off. Amsterdam hop on hop off promises an unmatched blend of exploration, elegance, and excitement. Whether you’re a local looking for a fresh event experience or an international guest wanting to immerse yourself in Amsterdam’s magic, hop on board and let us take you on a journey you’ll cherish forever.
• Canal cruises. At canal cruises in Amsterdam, guests can enjoy the city’s incredible beauty from the water as they pass through its beautiful canals. Cruise ships can be rented for various events, including parties, corporate events, weddings, or just friendly get-togethers. The wine & cheese cruise, semi-open boat cruise, pancake cruise, and New York Pizza by LOVERS cruise are great for any corporate events.

• Conference centers. Large cities often have high-end conference centers that offer large conference and meeting rooms, as well as the appropriate technical facilities. For example, the International Convention Center in Tokyo, the Indianapolis Convention Center in the United States, or the Palais des Congrès in Paris.
• Exhibition centers. Large exhibition centers can be ideal venues for large exhibitions, fairs, and trade shows. For example, the Messe Berlin Congress Center in Germany, the Hong Kong Convention and Exhibition Center in Hong Kong, or the Fiera Milano exhibition center in Milan.
• Hotels and resorts. Many hotels and resorts have large conference facilities and infrastructure for events. They can also provide accommodation for participants. Some popular options are The Venetian in Las Vegas, Burj Al Arab in Dubai, or Atlantis Paradise Island in the Bahamas.
• Sports arenas. Large sports arenas and stadiums can be ideal for concerts, large-scale presentations, and other large events. For example, Wembley Stadium in London, Madison Square Garden in New York, or the Olympic Stadium in Beijing.

The choice of venue is always yours.

Conclusion

In conclusion, mastering the art of combining business and travel in event management can significantly enhance both professional and personal experiences. By implementing our tips from this article, event organizers can optimize their efforts, ensuring every trip becomes a valuable opportunity for growth and success.