The recent health crisis, which is now quite far behind us in terms of restrictions, but whose underlying effects will continue to influence the marketing, advertising and events market for an indefinite time, has caused a major budgetary shift . Resources traditionally allocated to ATL communication (can we still use this term without sensing a persistent whiff of mothballs?) have been redirected to line phone number data other items. These are two very specific items that are responding to two antagonistic consequences of the pandemic . We spend more and more time in the digital environment, but when we manage to escape from it, we value face-to-face and live interaction much more.
The great budgetary overturn
What does this mean in terms of budget? Well, the first big winner is programmatic advertising on social media. A very broad and interesting topic that we will leave for another occasion, because there is a lot to discuss there. And secondly, experiential marketing in its event aspect has also come out on top .
A direct consequence of this is that the role of the event manager , which until then had been very vaguely defined, has gradually acquired its own identity . An event can no longer be managed by just anyone. An event has its objectives, its concept, its careful execution and its dedicated team. In other words, and here we come to the crux of the matter, the role of the event manager has gone from being purely logistical to being strategic . Although logistics, of course, remains a fundamental part of offering an excellent experience. So, what is the importance of the event manager in the organization of events? Let's look at it point by point.
Strategic vision
An event manager is responsible for aligning a brand's event strategy with its overall communication, working on those values and messages that contribute to the desired positioning. It is a role that understands the importance of face-to-face communication and knows how to build it effectively. But, in addition, the event manager's objective is to convert the success of events into a quantifiable value through the design and application of appropriate metrics .
Furthermore, the presence of the event manager provides continuity to the brand's narrative in its contacts with the public . It makes it coherent, consistent and, as a result, more memorable.
Single command center
The previous point at a more operational level translates into the global vision of the processes . The event manager becomes a kind of decision-making hub and the facilitator of the processes for all the parties involved . And in an event, there are many of them. Organizing fluid communication with suppliers is not easy. And the fact that everyone knows at all times who to contact in case of need, provides enormous peace of mind and helps to avoid misunderstandings and duplicate work. In this sense, any company dedicated to event production cannot be happier with the rise and consolidation of this role.
More effective control
This same global vision of the processes helps to carry out a more thorough and effective control at all stages . From the organization of the contest, if applicable, to production; from logistics, to the final execution of the event and the evaluation of the metrics. An event is, perhaps, the format most exposed to unforeseen events of all kinds. Therefore, a figure that distributes responsibilities and controls the deadlines and quality of the execution helps to ensure that the costs of the project do not skyrocket. Good foresight and appropriate solutions implemented on time, as simple as that.