The Essential Role of an Event Organiser-Understanding the Profession

What is an Event Organiser? Exploring the Definition

To understand the essential role of an event organiser, it is first important to understand what an event organiser is and the part they play within their industry. So, what is an event organiser? To put it simply, it’s the person who is in charge of an event from beginning to end. Event organisers work across all industries to plan and carry out a range of events, from small-scale launches to large conferences. These dynamic professionals make sure events run successfully by taking on the practical arrangements on behalf of a client. Event organisers receive briefs from clients that outline the sort of event they want to host or participate in, events such as;

• Trade Shows
• Conferences
• Networking
• Product Launches
• Conventions
• Business Meetings
• Team Building
• Fundraisers
• Receptions
• Charity Shows
• Festivals

Each of these events has their own unique requirements to fill and challenges to overcome. It’s easy to get overwhelmed by the many different types of events. And yet, each event type plays an important role in a company’s event goal or marketing strategy. It’s an event organisers job to help decide on a direction that is best suited for the needs of each event, the best format. Will it be in-person, virtual, or hybrid? Does this type of event align with the clients’ specific objectives? These are questions that an event organiser can answer with a clear understanding of their field and the requirements of each type of event.

But what does it take to be an event organiser? A good event organiser usually has these attributes to offer:

• A degree in a relevant field, such as events, business, hotel management, marketing or communications
• Excellent communication skills, both written and verbal
• Time-management skills and the ability to work under pressure to ensure the efficient running of an event
• Self-motivation and enthusiasm.
• Negotiation skills when looking for the best price from venues, suppliers and contractors
• Excellent attention to detail and confident problem-solving skills
• The ability to multi-task and work calmly and effectively under pressure in a challenging and fast-paced environment
• Experience in organising and delivering complex and varied events to time, quality and budget targets
• Ability to work well within a team and to take the initiative when required

There is no typical route to becoming an event manager and most organisations will recruit as vacancies arise. Some people move into event management from related areas such as marketing, hospitality, PR or arts administration.

The Comprehensive Role of an Event Organiser

Now we know ‘What is an Event Organiser?’ We can move on to the comprehensive role of an event organiser and the part they play within the industry and what they do for their clients. Planning and coordination are the core of event organisation, this is due to the amount an event organiser must juggle and maintain within the process of creating and running a successful event.

• Financial management – Creates a budget that meets the client’s brief and ensures successful delivery of all requirements while maintaining this budget throughout the event planning process.
• Event planning – Meet with clients to understand their needs and define the event brief, including the event type, its audience, its objectives and the available budget.
• Supplier engagement – Liaises with potential suppliers to tender work for an event. They may also meet with new suppliers to consider whether to trial them and visit new potential venues.
• Staff management – Organises and books staffing for the event, which may include promotional staff, volunteers, greeters or service staff.
• Event scheduling and logistics – A key part of the role involves creating the event’s layout and agenda, with all essential marketing activities and working with other marketing colleagues as necessary.
• Event wrap-up – After the event, the organiser reviews the outcomes against the original objectives, often in a debriefing session with the client.
• Business generation – As part of ongoing event services marketing, the organiser may also be responsible for promoting services to existing and potential new clients.

Are some of the key roles an event organiser undertakes while planning and managing events for clients. This includes delegating tasks, keeping calm under stressful situations, and ultimately creating a successful and memorable event.

However, each of these tasks come with their own challenges. Event organisers often encounter various challenges throughout the planning and execution process. Effective problem-solving is a crucial skill for ensuring that these challenges are addressed promptly and that the event runs smoothly. Here are five common challenges in event organisation and strategies for managing them:

Technology Breakdown

One of the most common and expected challenges that every event organiser will eventually have to tackle. Whether it’s video software, a check-in system, or the streaming services, it’s key to be aware of the faults that could occur and take measures to prevent or solve them. The solution is to conduct thorough testing of all systems before events as well as have backup equipment and technical support on standby for quick troubleshooting and to assist guests.

Vendor Issues

Many events require the attendance of vendors. These vendors could be catering to an event, supplying décor or entertainment. Either way, a crucial part of the event is left in the hands of outsider assistance which can add a variable in the planning of an event. To avoid issues with attending vendors it’s common practice to thoroughly vet and communicate expectations from the start and if issues arise, to address them promptly. Maintain open communication at all times and as a precaution have backup vendors in case of emergencies. 

Budget Constraints

When working on a tight budget it is important to prioritise expenses and allocate what budget is available to essential elements of the event. These essential elements can change from event to event, so having that understanding of what each event specifically needs to meet its goal is key. Some approaches event organisers use when faced with budgets constraints is to negotiate with vendors, explore cost-effective alternatives and also consider sponsorships.

Health and Safety Concerns

Depending on the size and location of an event, there are a number of health and safety concerns that might need to be addressed. For example, it’s important to obtain a venue that is suitable to the expected number of guests, otherwise overcrowding can cause a hazard. This is why it’s important to address concerns and either change or implement a comprehensive safety plan to combat these concerns. Providing staff with training and implementing safety measures and even having medical personnel on standby can give everyone a piece of mind during the event, and leaves a solution in place for emergency situations.

Unforeseen Changes in Plans

No matter how much planning goes into an event, there can always be something unforeseen that can come as a surprise on event day. This is why its important to develop contingency plans for various scenarios. Being able to adapt quickly and be flexible when it comes to change, but most crucial is being able to communicate changes effectively to those involved or affected.

In event management, being proactive and having contingency plans in place are key to overcoming challenges. Regular communication, adaptability, and a well-prepared team contribute to successful problem-solving and the overall success of an event.

Key Responsibilities in the Role of an Event Organiser

Event organisers are entrusted with a variety of responsibilities that extend from the initial conceptualisation phase to the post-event evaluation. In this dynamic and demanding field, their adeptness in problem-solving, attention to detail, and strategic planning are paramount. From budget management to vendor coordination, and from logistical planning to on-site execution, the event organiser plays a central role in bringing visions to life and ensuring memorable experiences for attendees. Understanding and mastering these key responsibilities is essential for those navigating the intricate landscape of event organisation.

Budget management and financial planning are a critical responsibility of an event organiser. Successful execution of events requires meticulous attention to financial details, strategic planning, and prudent decision-making to ensure that the event stays within budget while delivering the desired experience. This means the event organiser needs to be involved with;

• Initial budget development
• Cost control and expense prioritisation
• Vendor contact negotiation
• Contingency planning
• Financial tracking
• Data analysis and budget forecasting

Effective budget management and financial planning contribute significantly to the success of an event. Event organisers must strike a balance between creating a memorable experience and adhering to financial constraints. Event organisers should continuously track their budget and spending throughout the planning process to maintain financial control and ensure that expenses align with the allocated resources. By monitoring progress, they can identify any budget overruns or potential cost savings in real-time, making adjustments as needed to stay on track. Event organisers can also make estimates by gathering quotes, conducting research, and using data to approximate the costs of various event elements. This is important in the initial stages of budget planning as it helps establish a realistic financial framework. This is why it’s important in the early stages to work with your client to establish a budget and timeline that is suitable for the event they wish to run.

This leads onto the next key role of an event organiser, strategic planning. Strategic planning and vision setting are integral aspects of an event organiser’s role, laying the foundation for successful events that align with clients’ goals and expectations. This means understanding the clients’ objectives and defining event goals. An event strategy is the big picture. The what, the why, the when and most importantly, the how. It will include more detailed plans for every step that breaks down the details so everyone knows where to be and what to do. Some events will have very defined goals such as increased awareness of a brand or charity, an album or product launch or something else entirely.

Developing a successful event strategy requires careful planning, creativity, and attention to detail. Here are some top tips for crafting an effective event strategy:

• Clearly Define Objectives – Clearly articulate the goals and objectives of the event. Whether it’s brand promotion, lead generation, networking, or education, a well-defined purpose guides the entire strategy.
• Know Your Audience – Understand the target audience, their preferences, and what will resonate with them. Tailor the event strategy to create an experience that engages and appeals to the attendees.
• Create a Unique Event Concept – Develop a distinctive and memorable event concept or theme that sets the event apart. A unique concept can generate interest and excitement among attendees.
• Comprehensive Market Research – Stay informed about industry trends, competitor events, and the preferences of the target audience. Leverage market research to inform the strategy and incorporate innovative ideas.
• Data Collection and Analysis – Implement robust data collection processes during the event. Analyse the data afterward to evaluate the success of the event, understand attendee behaviour, and gather insights for future improvements.
• Personalisation and Customisation – Tailor the event experience to individual preferences as much as possible. Personalised experiences, from content to networking opportunities, can significantly enhance attendee satisfaction.

Emerging Trends and Innovations in Event Organisation

In the ever-evolving landscape of event organisation, staying on top of emerging trends and innovations is paramount for creating memorable and impactful experiences. As technology advances and societal preferences shift, the events industry continually adapts to meet the evolving needs of attendees and clients. This means event organisers need to keep themselves informed and up to date with any change or shift in the industry to continually offer the best event experience.

Technology is now used heavily within the event management industry and has become an invaluable tool for creating successful events. Event technology is any tool, app, or software that helps you to plan and/or carry out an event. An example of some event management tools are:

• Ticketing and registration
• Guest check-in
• Sponsor exposure
• Task management
• Team management
• Contact management
• Event performance reporting
• Payment collection

The use of event technology has become increasingly prevalent in the event industry, offering a wide range of benefits for organisers, attendees, sponsors, and other stakeholders. An event organiser can use these tools to help improve attendee engagement with interactive technologies that enhance attendee engagement by offering a personalised experience, creating a more immersive experience. Efficiency is also important when it comes to running an event, and tools that allow for a more efficient registration and check-in process streamlines the process reducing wait times and administrative burdens on event organisers. Other benefits include;

• Event technology facilitates real-time communication between organisers, speakers, and attendees. Push notifications, announcements, and updates can be instantly communicated through mobile apps or other digital platforms.
• Digital signage, branded mobile apps, and interactive displays create new sponsorship opportunities for brands. Sponsors can leverage technology to enhance brand visibility and engage with event attendees in innovative ways.
• Technology streamlines logistical processes, including room scheduling, resource allocation, and inventory management. This leads to better utilisation of resources and cost savings for event organisers.
• With the rise of hybrid and virtual events, event technology provides the infrastructure for seamless online experiences, connecting remote participants with on-site activities.

The integration of event technology not only modernises event experiences but also enhances efficiency, engagement, and overall satisfaction for all stakeholders involved. As technology continues to advance, the benefits of incorporating these innovations into event planning are likely to grow. With this integration of technology comes in areas an improvement in event sustainability. Though there are more ways to make an event more sustainable. Sustainability in event organisation has become a critical consideration as the industry recognises its environmental and social impact. Implementing sustainable practices not only aligns events with global environmental goals but also enhances the overall event experience. For example, with an increase in digital communication and more paperless solutions, it has not only helped streamline invitations and registration process but also open the doors for event apps and the less need for materials and documents as a result reducing both costs and the environmental impact.

There are a number of ways events can become more sustainable, here are some of key changes that can be made;

• Waste Reduction and Recycling – Implement comprehensive waste reduction strategies, including recycling stations, composting, and minimising single-use plastics. Encourage attendees and vendors to participate in waste reduction efforts.
• Transportation Alternatives – Encourage the use of public transportation, carpooling, biking, or walking to reduce the environmental impact of attendee travel. Provide incentives for sustainable transportation choices.
• Green Venue Selection – Choose venues that prioritise sustainability, such as those with green certifications, energy-efficient facilities, and waste reduction initiatives. Consider proximity to public transportation to reduce carbon emissions.

By incorporating sustainable practices, event organisers can contribute to environmental conservation, promote social responsibility, and create events that align with the values of a more sustainable future.

Real-World Examples: Event Organisers in Action

Events do not just happen by themselves; they are well planned, specifically orchestrated, and extremely coordinated.

Here at Eventscase we are no stranger to the trials and tribulations of planning and hosting events, having a number of successful case studies to share. Here is an example of one of our successful face-to-face eventsv we organised for our client CDTI-E.P.E.  A Public Business Entity, under the Ministry of Science and Innovation.

• Event/events: 11th Conference of the European Union Framework Programme for Research and Innovation in Spain – Horizon Europe. A face-to-face event held at the Palacio de Congresos de Valencia on 6 April from 10 am to 6 pm. Organised by the CDTI and the European Commission.
• Attendee profile: Public or private entities in the field of research and innovation.
• Format: Face-to-face
• Summary of the event: Attendance: 903 attendees and 1323 registered

Download now the CDTI Case Study

How was the event structured?

• Access to the event via onsite badge printing or the presentation of badges previously sent to the registrants and printed by them.
• Entrance to the Palacio de Congresos: The staff took care of the “check in” and handed out lanyards for the printed badges.
• Institutional welcome, presentations and round tables, conclusions and closing ceremony.
• Coffee break and lunch, which was held in the hall.
• Presentation of a research prize.
• Informal networking over lunch.
• 1-2-1 meetings during the morning and afternoon “Personalised advice and bilateral meetings”.
• Visits to the exhibition area (posters).

How has CDTI used the Eventscase platform?

• Website for promotion, information and registration of the event.
• Registrations: public and free of charge. Limited to 1,400 attendees.
• Multi-event app to have the same information available on the web, including venue maps, for easier access.
• Badge Generator: Attendees received their badges via email to access the event. They had the option to print them at home or come to the badging station at the venue and have them printed onsite.
• Check-In App: For access control to the venue.
• Exhibitor Area: Participating companies uploaded information to be displayed on the “Poster” area of the website and, on the day of the event, selected exhibitors displayed information using physical panels at a specific area of the Palace.
• 1-2-1 Meetings: Meetings were held during the afternoon of the day of the event. Two types of meetings were managed with this module. 27 free tables and 55 tables for exhibitors.

EXTRAS:

• Onsite Support Staff: 2 project managers and 1 technician for onsite badging and printing.
• Rental of printers with paper (4 subcontracted printers).
• Lanyards (1100 units).
• Rental of eight (8) Android mobile devices that acted as badge readers for the check-in Process.

We provided CDTI with a global solution through the platform that brought together all the digital services they needed for their event. We implemented full integration across the Eventscase product portfolio to cover the entire event lifecycle from start to finish.

Troubleshooting

During the event, the platform sent reminder emails of meetings that had been previously cancelled. This caused confusion among the attendees, who did not know if they had to attend those meetings when they were – in theory – cancelled. The event organising team passed the incident to the onsite team and we passed it onto the technical team as an emergency. The problem could not be solved at the time as it was complex to diagnose and needed a development and update of the platform to prevent it from happening. One month after the event, this is the solution that our product and development team has implemented for the said issue:

Understanding the problem: Our platform has 2 types of meeting systems (a general one associated with the possibility of video calls and one particular to the 1-2-1 meeting scheduler that can also be linked to video calls).

Analysis: What was happening is that when the 1-2-1 meeting scheduler had online meetings enabled, creating a 1-2-1 meeting also created a video call (from the general meeting system), and the reminder emails associated with that other meeting system were sent, and that should not have happened.

Solution: We have de-linked the reminder relationship that shouldn’t have existed between the two types of meeting systems.

Extra solution: We have developed the possibility to activate or deactivate online meeting reminders from the general meeting system when requested by the customer.

Each troubleshooting event provides an opportunity for learning and improvement. Analysing the root causes of issues helps us identify areas for enhancement in processes, systems, or training, leading to continuous improvement. By addressing these root causes, we can implement preventive measures to reduce the likelihood of similar issues occurring in the future.

To check out the full case study and more examples of successful events by Eventscase, follow this link –  https://eventscase.com/blog/download-our-case-studies-2

Conclusion

In conclusion, the role of an event organiser is a dynamic and indispensable one, requiring a unique blend of skills and attributes. Event organisers are the architects of experiences, overseeing every detail from conceptualisation to execution. They play a vital role in various industries, orchestrating events ranging from trade shows to conferences, each with its own set of challenges and requirements.

Challenges are inherent in event organisation, and effective troubleshooting is crucial for addressing issues promptly. Whether dealing with technology breakdowns, vendor issues, budget constraints, health and safety concerns, or unforeseen changes in plans, event organisers must be proactive and have contingency plans in place to ensure the smooth flow of events. Real-world examples, such as the successful face-to-face event organised by Eventscase for CDTI-E.P.E., illustrate the practical application of event management principles. Troubleshooting during events, as demonstrated in the case study, highlights the importance of continuous learning and improvement in the field.

In essence, the profession of an event organiser is not just about planning and executing events; it’s about creating meaningful and memorable experiences. This study has shed light on the diverse facets of this profession, emphasising the crucial role event organisers play in shaping the landscape of events across various industries.

About Eventscase

The Eventscase platform helps event organisers manage corporate events, conferences, and trade shows, whether large, small, in-person, hybrid, or virtual. No technical skill is required at all. Anyone can create beautiful event websites, registrations, badges, perform check-ins, event apps, 1:1 meetings and more. Everything under the brand and domain of your company can be implemented with an Eventscase whitelabelled platform.

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