August 09, 2022
By Cvent

In all areas of business, there are some terms you’re never truly sure you know the definition of. However, when it comes to event management, the definition is easy. At its core, event management is the process of planning an event. This is any type of event, whether it be in-person, virtual, or hybrid. It’s synonymous with event planning and meeting planning. Just like those other terms, the scope of each project and the nitty-gritty details vary depending on the industry, company size, and more.

What is event management?

Event management is the process of creating and maintaining an event. This process spans from the very beginning of planning all the way to post-event strategizing.

At the start, an event manager makes planning decisions, such as the time, location, and theme of their event. During an event, event managers oversee the event live and make sure things run smoothly. After an event, event managers are tasked with reviewing event data, submitting KPI and ROI findings, and staying on the ball for any post-event offerings.

All different branches of planning go into event management, including various types of sourcing, designing, regulation checks, and on-site management. In event management, you could be in the process of creating a conference, a product launch, an internal sales kick-off, or even a wedding. Really, any event that requires considerable planning and execution is event management.

Event Management is Event Planning

Event management goes by many different names. Some event planners are called administrative assistants, some are called event coordinators, and others are called event technologists. What do all of these titles have in common? The individuals have some hand in planning an event. Whether the events are internal or external, large or small, in-person or virtual, they all have to be planned.

Virtual Event Management

In today's new environment, we have had to learn how to manage not only our in-person events but our virtual programs as well. Virtual event management requires the same steps as managing your in-person event, but with the added challenge of making sure that your content is twice as captivating. While in-person events have the added bonus of travel, networking, and free food, a virtual event largely relies on its content to keep attendees engaged. When managing a virtual event, make sure that your speakers are prepared to present their content virtually, and that your content is interesting and succinct. 

Hybrid Event Management

Just as the industry is getting comfortable with virtual events, we're seeing a new event type emerging as a popular option: hybrid events. Hybrid events are a combination of virtual and in-person events. It offers all of the benefits of both but also comes with a  unique set of challenges. When hosting a hybrid event, you're managing two audiences virtual and in-person and you must decide which content and event programming will be available to each audience. If you're managing a hybrid event, make sure you consider the event from every angle when building your hybrid event strategy

Different Aspects of Event Management

Building the Perfect Event

It starts simply. A theme. A plan. A goal. Your event has a purpose from the beginning, which will drive content, speakers, and the venue. Next, it’s time to set up the basics. You have to build a branded event website that entices visitors to attendee your event. Nowadays, it’s easier than ever to build a beautifully designed website, just by understanding Event Website Basics. Then, you’ll need secure payment processing so attendees can pay for events easily.

Promotion Across Channels with Automation

If no one knows about your event, how will they register? That’s why promotion is so important. Check out The Best Ways to Promote Your Event for inspiration. Targeted email marketing is a great way to promote your events when you have a vast database. Other ways to promote? Social media continues to be one of the best free promotional channels.

Managing Attendee Information and Communication

The purpose of the event is always to make connections. Event management doesn’t just involve choosing linens or the right virtual technology provider but also managing contacts as well as you can. During the event, you’ll gather leads that will go to sales. These leads will be critical when it comes to proving your Event ROI.

Measuring Your Success to Prove Event ROI

Event management doesn’t end when the event does. Over the course of the entire event, it’s important to prove success and identify areas of improvement. Data gained throughout the process will help you do this. Live polling is a great way to find out how attendees felt about the event.

There's Tech for That

Event management is about pulling together an incredible experience, facilitating connections, adding leads to sales pipeline, and proving success. It’s a difficult job that involves spinning an endless number of plates and working around the clock to create an unforgettable moment for attendees. And, it’s one that can be made a little easier by taking advantage of technology, especially when you look to plan a virtual event or a hybrid event. While many planners rely on sticky notes and spreadsheets, there’s tech out there that will save hours and take events to the next level. Find out what event tech can help you succeed in How to Select the Right Event Management Technology.



Cvent is a leading meetings, events, and hospitality technology provider with more than 4,500 employees and nearly 21,000 customers worldwide.

Event Management for dummies
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