CHAPTER 4: The different roles of an event
manager
The 3 roles of event manager
Concept developer
The event manager as concept developer as imagineer
➜ How can we define a concept development?
bringing content to the public
overall concept of the event: Form, timing, positioning
= the start
➜ What is a concept?
= an the overall working principle that creates cohesion and that gives direction to the realization of one or more
goals and objectives
It is about”
the underlying idea
(lasting) cohesion between the different parts
first of all an optimistic plan that doesn’t let itself being limitated by “can’t be”, “may not” or “should not”
The beauty of the invisible
Letting dreams become reality
The ‘head in the clouds
➜ Importance of a concept
= a good story that excites the imagination
Causes common (pleasant) tension and excitement and therefore…
Binding effect
CHAPTER 4: The different roles of an event manager 1
, Added value of the event
But:
subservant, subject to constraints
Putting forward a good concept asks for:
Training and insight
Eye for the needs of customer
A good estimate of the possibilities
Deploying the right techniques
Good teamwork
Creativity
➜ Important principles
Knowledge of the organizational culture, vision, mission and values (‘soul’)
Situation-analysis of the customer and the organisation
Analysis of the environment
Recognizing and exploring the question of the customer
Discovering the real question
Knowledge of the possibilities
Trend watching
Empathy
What is feasible ?
➜ The DNA of the organization
Vision, mission, values and objectives of the organisation/client
Positioning organisation/client
Objectives communication strategy
Objectives event
Target group(s)
CHAPTER 4: The different roles of an event manager 2
, ➜ ROI and ROO
(ROI: research model of DONALD KIRKPATRICK and JACK PHILIPS)
Advance thinking about the ROI AN ROO pays of:
LEVEL 5: ROI= (created value-costs) / (Costs / 100)
LEVEL 4: Impact = The final created value
LEVEL 3: Desired behavior (to create impact)
LEVEL 2: Learnings, what do you have to offer the participants in order to realize a change in behavior
LEVEL 1: Satisfaction, how can you please the audience, how do you create the right environment to transfer
the learnings?
LEVEL 0: the target group, who is relevant to realise the ROI?
➜ Target audience
Collect as much knowledge as possible about the target group(s)
Determine sub target audiences
Choose one ore more target groups
Create profile target audience(s)
Socio demographics (age, gender, culture,…)
Communicative characteristics (Use of media, interests, hobbies,…)
CHAPTER 4: The different roles of an event manager 3
manager
The 3 roles of event manager
Concept developer
The event manager as concept developer as imagineer
➜ How can we define a concept development?
bringing content to the public
overall concept of the event: Form, timing, positioning
= the start
➜ What is a concept?
= an the overall working principle that creates cohesion and that gives direction to the realization of one or more
goals and objectives
It is about”
the underlying idea
(lasting) cohesion between the different parts
first of all an optimistic plan that doesn’t let itself being limitated by “can’t be”, “may not” or “should not”
The beauty of the invisible
Letting dreams become reality
The ‘head in the clouds
➜ Importance of a concept
= a good story that excites the imagination
Causes common (pleasant) tension and excitement and therefore…
Binding effect
CHAPTER 4: The different roles of an event manager 1
, Added value of the event
But:
subservant, subject to constraints
Putting forward a good concept asks for:
Training and insight
Eye for the needs of customer
A good estimate of the possibilities
Deploying the right techniques
Good teamwork
Creativity
➜ Important principles
Knowledge of the organizational culture, vision, mission and values (‘soul’)
Situation-analysis of the customer and the organisation
Analysis of the environment
Recognizing and exploring the question of the customer
Discovering the real question
Knowledge of the possibilities
Trend watching
Empathy
What is feasible ?
➜ The DNA of the organization
Vision, mission, values and objectives of the organisation/client
Positioning organisation/client
Objectives communication strategy
Objectives event
Target group(s)
CHAPTER 4: The different roles of an event manager 2
, ➜ ROI and ROO
(ROI: research model of DONALD KIRKPATRICK and JACK PHILIPS)
Advance thinking about the ROI AN ROO pays of:
LEVEL 5: ROI= (created value-costs) / (Costs / 100)
LEVEL 4: Impact = The final created value
LEVEL 3: Desired behavior (to create impact)
LEVEL 2: Learnings, what do you have to offer the participants in order to realize a change in behavior
LEVEL 1: Satisfaction, how can you please the audience, how do you create the right environment to transfer
the learnings?
LEVEL 0: the target group, who is relevant to realise the ROI?
➜ Target audience
Collect as much knowledge as possible about the target group(s)
Determine sub target audiences
Choose one ore more target groups
Create profile target audience(s)
Socio demographics (age, gender, culture,…)
Communicative characteristics (Use of media, interests, hobbies,…)
CHAPTER 4: The different roles of an event manager 3
