In an earlier blog post, I reviewed the three styles of an event manager and I promised to help you determine which one you are and how you might acquire the characteristics of the others. Having the attributes of all three styles can be important, as all are contributors to the origination, development and execution of successful events.
To review, in short, here are the three types:
- The Worker Bee
Worker Bees get things done. Typically representing 60% of the event staff, they are efficient executors, but you would not look to them to create the direction of an event or to change the course of an established event in response to market needs. This type represents 60% of the people in the events business. - The Idea Guy
Though they are likely to be the originator of the event’s concept because they can identify a market need, this is not person you’d look to manage the details or the financials that can ensure that an event becomes a reality, and more importantly a successful reality. I estimate that they comprise 10% of the business. - The Money Guy
Looking at an event as a business opportunity, this person takes the event concept and leverages the execution capabilities of the Worker Bee to maximize that opportunity. This represents about 30% of the people in the business.
So how can you become one of the other ‘Guys’?
Becoming the Worker Bee
This one is relatively easy to understand. You’ll need to roll up your sleeves and do much of the grunt work required for one specific area of an event – or perhaps take on a number of them. This might include the front end work of writing a marketing plan, putting together event materials or doing the work to find a venue. Or it might mean making cold calls to sell exhibit space and/or sponsorships, or attending to the on-site detail work such as negotiating an A/V contract, catering vendor selection, and other associated administrative elements.
Why consider learning these skills? Because they are the people that your sponsors and your attendees remember; they are the day-to-day contact points. The favorable experiences of a particular event are often delivered by these people. And knowing how to deliver that experience – which often means delivering results beyond expectations – is something to learn, partly because it will inform how you manage the event in one of the other roles.
Key traits to have for this role include being detail oriented, having both patience and a sense of humor, and possessing a knack for problem solving. And, as suggested above, it is also important to appreciate the value of great customer service.
Becoming the Idea Guy
If you are not creative by nature – as well as being research oriented – you’ll likely have to put in some work to take on this role. My suggestions are:
- Understand how others have developed successful events that have stood the test of time (which I would judge as spanning at least three successive years). As you look at those events, consider these questions:
- How have they conceived the idea for that event?
- What other content supporters were contributors to the event?
- How did the person develop the revenue model needed to support the launch?
- How did they create and the business case that convinced the Money Guy?
- How did they support the incubation and launch of the event?
- What role did (do) they play thereafter?
- Read a lot. I don’t necessarily mean reading online content on topics with which you already are familiar. Consider getting books on ideas that might be outside of your current business area that are of interest and potentially event-capable. That can be an important way to gain exposure to new ideas and possible event topics that otherwise you might not consider. Sometimes creativity is hampered by a narrow focus on topics with which you already have experience. Exploring new areas may allow you to apply your experience in interesting new ways.
- Spend some time during your day (perhaps as brief as 10 minutes) away from your desk to think creatively. Taking that time – a change of pace – can be a productive way to explore new ideas.
- Volunteer for new projects, even if logic might say that you don’t have the time. Get yourself out of your comfort zone and expand your horizons.
Key characteristics to have to successfully adopt this role include the ability to develop viable concepts, build relationships and think outside your – or often others – comfort areas, the proverbial “outside the box” approach. And, it means being able to develop a solid working knowledge in new areas that allows you to communicate effectively and enlist others as you look to launch a new concept.
Becoming the Money Guy
Well, having a trust fund helps. No really, taking on the “business” role requires attention to the near term financial details, as well as a real consideration of the long term plan. Though a bit of a balancing act, it means:
- Understanding the difference between revenues and profits, with the ability to create both.
- Having the resources to commit to and support an event in ways that enables you to make the key decisions (again with the goal of accommodating both near and longer term goals for your event).
- Having the experience with “make or break’ decisions and the personality to make them with confidence and conviction.
- Having the ability to see the big picture for an event or brand and commit to it for the life of the event, with the ability to adjust and/or recalibrate as circumstances requires.
- Having the willingness to “cross train” in other areas of your event to see things from a different perspective and appreciate how they impact the appeal, reputation and financial viability of an event.
Key traits here include the ability to see ‘big picture’, to be decisive when considering multiple choices and the willing to be accountable for success or failure.
Summary
My career in the event business has afforded me the opportunity to take on all the roles described above. I started as an Operations/Conference Content person, then migrated into sales – both as Sales Representative and then as Sales Manager. As an International Business Development Executive and then later, as a Vice President, I have had to conceive, develop and execute the responsibilities that helped determine an event’s success. Having done all the tasks, I know that it takes focus and patience to make the different steps, but if you want to truly embrace the business and succeed, it is a worthwhile effort.
Good luck to those of you who choose to embark any part of this journey! Contact me if you’d like to benefit from my experience. After all, paying it forward is how we all benefit.