4 Elements of Successful Event Management - by Carol Siew

Over the years of practice, the team at ATCEN Communications has established and stuck by the four elements that have made our business a success. The business intelligence and international corporate events that we organize on behalf of our clients are built around four elements: strategic research, speaker quality, thorough planning and aggressive marketing.

Strategic Research
Before stepping into the meeting room with a potential client, you must always be prepared beforehand. Take the initiative to understand the needs of the clients as they would have communicated to you prior to the meeting. What do they want out of the event, and how can we meet their requirements? When adequate research is done, you would be able to respond and provide strategic solutions to their needs. Only then will you be able to give them a reason why your organization should be selected.

Speaker Quality
The most crucial element of a client’s event is none other than the speaker himself. The speaker is the person who sets the mood, as he is responsible for leading the lineups throughout event. He is the person that brings the event to life. That is why the speaker must possess the characteristics needed to engage the participation of the event’s attendees - he needs to be of great quality.


Thorough Planning
This stage requires heavy attention because various different factors are involved. The item that tops the list is the schedule of the event. You must always bear in mind that your client may have already structured the list of items that is to take place; your expertise would be to put it all in order and supply the elements that are needed. Such elements include operations, manpower, logistics, accommodation, food and beverage, sound, lighting and decorations. You may even need to consult the expertise of other vendors.

Aggressive Marketing
No event can be successful without the crucial support of the delegates, participants, sponsors and partners. This is why aggressive marketing and promotion activities must be carried out on your side to satisfy your client’s expectations. Sponsorships and partners are important because they take some financial headache away; at the same time, they get to elevate their brand image with the event’s publicity. In terms of delegates and participants, your part would consist of doing direct marketing, public relations and advertising among others.