Have you been tasked with creating an event for the first time? Or maybe you’ve just entered the events industry and are concerned about what it takes to pull off a successful event. If so, this guide is for you. Today’s events manager needs a unique set of skills—beyond organisational prowess—to stand out and deliver exceptional experiences. From strategic thinking to tech fluency, here are ten skills that will help you manage events that impress and engage attendees, time after time.
1. Strategic Planning
Planning is more than creating a schedule; it’s about setting goals, defining a vision, and aligning every event detail with a broader purpose. Modern events managers start with clear objectives and create a roadmap to achieve them.
Why it Matters: A strategic approach ensures that every action, from venue choice to guest engagement, serves the event’s overall goals.
Example: Let’s say you’re planning a product launch event. Strategic planning means more than just booking a venue; it requires a deep understanding of the product’s target audience and how best to engage them. Consider this: Who is the audience, and what key messages should they walk away with? A strategic events manager might identify high-impact activities, such as live demonstrations and targeted Q&A sessions, to align with the event’s goals and maximise brand exposure.
2. Budget Management
Events can be costly; sticking to a budget requires strong negotiation skills, resourcefulness, and creativity. Knowing how to stretch a budget while still delivering quality experiences is a vital skill in this industry.
Tip: Successful event managers can justify expenses by measuring and maximising ROI for every budget line.
Example: Imagine you’re planning a corporate seminar on a tight budget. Budget management isn’t just about reducing costs but prioritising spending. For instance, you might negotiate venue discounts, opt for digital invitations over printed ones, and allocate more of your budget toward guest speakers and catering. Effective budget management will ensure that you invest in elements that directly impact attendee satisfaction while keeping overheads low.
3. Digital and Tech Savviness
Today’s events rely heavily on technology for smooth operations and attendee engagement. Modern events managers should be comfortable with event management software, mobile apps, and tech integrations and understand how tools like attendee tracking, gamification, and lead scanning work.
Skill Check: Familiarity with platforms like VenuIQ’s Event Builder or similar tools is a plus for managing events in a digital-first world.
Example: Suppose you’re using VenuIQ’s Event Builder to manage a conference. Being tech-savvy isn’t just about knowing the basics; it’s about leveraging the software’s capabilities to improve efficiency. For example, use the attendee tracking features to see which sessions are most popular and adjust room allocations in real time. Knowing how to use technology creatively can save you time, optimise your resources, and make the experience smoother for your attendees.
4. Marketing and Promotion Skills
To draw an audience, event managers should know how to create buzz. This includes creating compelling content, leveraging social media, and executing email campaigns that drive attendance. Basic SEO and content marketing knowledge can help create promotional material that attracts online attention.
Bonus: Knowing how to craft audience-targeted posts and tap into local and online communities boosts event visibility.
Example: When promoting a charity fundraiser, tap into multiple channels to increase reach. A tech-savvy events manager might set up targeted social media ads, create countdown posts, or partner with influencers to amplify visibility. On top of this, SEO-optimised blog posts and event announcements can increase organic traffic to your registration page, further boosting attendance without blowing the budget.
5. Adaptability and Problem Solving
Events are unpredictable, and issues can arise at any time. Quick thinking, calmness under pressure, and a proactive mindset are essential for handling everything from last-minute cancellations to technical malfunctions. There isn’t a single event in the world where everything has gone completely to plan! Adapting and flexibility will be your most used skills in events.
Example: A modern events manager might have backup vendors, tech support on call, and contingency plans for weather issues or no-show speakers.
Example: If a speaker cancels last minute at your event, adaptability is crucial. A seasoned events manager will have a backup plan, whether that means moving another speaker up the schedule or preparing a contingency activity, like a panel discussion. This ability to pivot on the fly is what separates a good event from a great one, as it ensures attendees are unaware of any disruption.
6. Interpersonal and Networking Skills
Building relationships is a vital part of managing successful events. Whether securing sponsorships, hiring the right vendors, or negotiating with venues, interpersonal skills are invaluable for creating partnerships that make an event possible.
Skill Development: Learn to network confidently and communicate effectively with diverse stakeholders.
Example: Let’s say you’re planning an industry conference and looking for sponsors. Strong interpersonal skills will help you establish connections with potential sponsors and negotiate mutually beneficial deals. A skilled events manager might create a custom sponsorship proposal, detailing how the sponsor’s brand will benefit from involvement in the event, to build rapport and secure funding.
7. Data Analysis
Modern events run on data, from attendee demographics to post-event feedback. Knowing how to collect, interpret, and leverage data helps events managers make informed decisions that enhance the attendee experience and maximise ROI.
Pro Tip: Use analytics tools within your event platform to measure success and identify areas for improvement.
Example: Imagine you’re managing a yearly trade show and want to improve attendee satisfaction. Use data from your event management platform to measure which sessions had the highest attendance, which exhibitors got the most visits, and what feedback attendees provided. With these insights, you can refine future events to better meet attendee needs and interests.
8. Creativity and Vision
Standing out in a crowded events market means thinking creatively. Whether it’s theming an event, designing interactive spaces, or creating memorable attendee experiences, creativity allows events managers to bring a unique vision to life.
Application: Combine creativity with data insights to tailor the event experience to your audience’s preferences.
Example: For a product launch, creativity might mean designing a themed experience that reflects the product’s brand. A creative events manager might incorporate interactive displays, photo-worthy installations, and even themed catering to build a cohesive and memorable experience that reinforces the brand.
9. Time Management
Events managers often juggle multiple tasks and deadlines at once. Prioritising tasks, delegating when possible, and working efficiently under time constraints are crucial for executing an event smoothly.
Pro Strategy: Use project management tools to organise tasks and deadlines, ensuring you keep the event on track.
Example: If you’re managing a festival, time management is key to keeping all moving parts aligned. Using project management tools like Asana or Trello, you can break down the event into tasks, assign deadlines, and track progress. This approach helps streamline coordination and ensures that nothing slips through the cracks.
10. Leadership and Teamwork
An events manager doesn’t work alone—they’re often leading a team of staff, vendors, and volunteers. Leadership involves setting clear expectations, staying organised, and fostering a positive, collaborative environment.
Essential Traits: Patience, confidence, and the ability to inspire a team can make all the difference in bringing an event together successfully.
Example: Picture this: you’re overseeing a corporate retreat and managing a team of caterers, AV specialists, and volunteers. Strong leadership means assigning roles clearly, staying available for problem-solving, and encouraging a team mindset. Leading by example and fostering a collaborative atmosphere are essential to bringing a team together and delivering a seamless event.
Final Thoughts
Modern event management demands soft skills, tech proficiency, and a creative mind. Whether you’re stepping into this field or handling your first big event, developing these skills can set you on the path to success, helping you create impactful, memorable experiences for every attendee.
Recommended Books for Event Managers
- “Into the Heart of Meetings” by Eric de Groot and Mike van der Vijver
- This book explores the psychological and strategic dimensions of events, helping managers create engaging and impactful experiences for attendees. It’s ideal for understanding attendee engagement and event design.
- “The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events” by Judy Allen
- A practical, hands-on guide to event planning, covering everything from budgeting to risk management. This is great for new event managers who want an insider’s look at best practices and common pitfalls.
- “Sustainable Event Management: A Practical Guide” by Meegan Jones
- Perfect for those interested in sustainable event planning, this book provides actionable strategies for minimising environmental impact while still creating successful events. With sustainability becoming more prominent, this is an excellent resource.
- “Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events” by Judy Allen
- This book covers the essentials, from logistics and marketing to creative planning and execution. It’s particularly useful for beginners looking for a comprehensive overview of event planning.
- “The Event Manager’s Bible 3rd Edition: The Complete Guide to Planning and Organising a Voluntary or Public Event” by D.G. Conway
- A straightforward, detailed guide to managing events of all sizes, especially those on a budget. It includes practical templates and checklists, making it a useful resource for first-time planners.
- “Conferences That Work: Creating Events That People Love” by Adrian Segar
- A fantastic guide to designing participatory, attendee-driven events that foster interaction and engagement. This is especially helpful for anyone focused on building more collaborative, engaging conferences.