What is Event Management? A Complete Guide

Hamilton Hamilton

The concept of event management is relatively straightforward; however, the job is undoubtedly challenging. This guide will let you in on some of our secrets to successful event management. To start, we will clarify the terminology. Event management goes by many different names, including event planning, project management, and more. In-house, we refer to “event management” as “program management.” We will use the two terms interchangeably in this article. However, we prefer “program management” as it truly encapsulates all pre/during/post-event responsibilities that must occur to execute a memorable and impactful event. 


What is event management?

Event management is creating, orchestrating, maintaining, and wrapping up an event. The process begins with brainstorming ideas through the implementation stage and post-show breakdown, all the way to the final evaluation stage. 

Process of Event Management

Before an event, the focus is on strategy and discovery. If you work with our team, we will collaborate with you to uncover insights, identify opportunities to elevate your audience’s brand experience, and craft a strategy that delivers a post-event impact. We take care of the tactical and logistical details, review show-specific rules and regulations, create a detailed Time Action Calendar, prepare a budget, create the design, organize assets, and more. 

During an event, a project manager works to fulfill expectations throughout installation, showtime, and de-installation. Showtime program management includes field supervision, inbound and outbound logistics, contractor management, budget responsibility, and tech support. The priority is to maintain communication, accountability, and high standards. 

After the event, program management includes handling all post-show logistics, inspecting assets and properties, packing and returning inventory, and reconciling accounts. It can also involve evaluating success to measure event ROI. 

Hybrid and Virtual Event Management

Virtual and hybrid event management has many similarities to in-person event management. The main difference is that program management extends deeper into the digital space for virtual and hybrid event management. Hybrid and virtual event management can help you strategize how to engage with prospects, promote your brand, and deliver meaningful content. 


How to Get Started With Event Management

When getting started with event management, it is helpful to have the right tools and support. 

Essential Tools

Hamilton EXTEND is an award-winning virtual brand experience and event solution that enables event marketers to extend their brand reach and customer engagement strategies beyond the physical space. Whether for a single conference/trade show or an entire event program, you can use Hamilton EXTEND® to transform your exhibit into a virtual experience beyond the show floor. It covers various strategic and tactical objectives, including virtual exhibits, hybrid extensions, proprietary events, immersive showrooms, sales-enabled product showcases, and live-guided virtual facility tours. The tool allows you to capture valuable lead information and access more robust data than other virtual programs. We have successfully leveraged Hamilton EXTEND® for premier clients, including Zimmer Biomet, Acacia Pharma, Caris Life Sciences, Health Care Logistics, Takeda, Baxter, and Jack Henry.

Hamilton inSIGHT is a proprietary lead capture solution designed to capture qualifying information from every exhibit visitor on your own device, regardless of where they are engaged in the exhibit. It includes the same badge scanning and survey qualifiers as show-provided lead retrieval with added key differentiators: compatibility across all mobile devices, branding opportunities, on-demand reporting dashboard, lead scoring, text alerts, image capture, in-booth engagement integration, custom CRM formatting, and voice-to-text notes.

HUB LIVE is a touchless attendee engagement solution – a “mobile first” web app platform designed to facilitate engagement, scheduling, and content delivery. HUB LIVE™ puts content, engagement, scheduling, and event information into your attendees’ hands on their own mobile devices. QR codes deployed during pre-show marketing and in the exhibit drive engagement. Live and remote attendees can utilize this customizable mobile-first solution.


Get Expert Help with Event Management

At Hamilton we are here to help. We are a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences that drive meaningful connections between your brand and audience. Our full range of solutions include exhibits, proprietary events and conferences, mobile tours, corporate environments, outdoor events, and digital experiences. To receive comprehensive project management and support that maximizes the impact of your next event, contact Hamilton today!