You know how to make things happen to a schedule, right?
You know how to wrangle all types of people to achieve a goal, right?
You know how to find suppliers and source the most appropriate products and services, right?
You are already a fledgling event manager!
There will be times, in your account management career, when you will need to arrange an event of some description - either for your agency, or for your client. For example:
If you think about event management in the same way that you think about planning and executing a campaign, the prospect becomes less daunting. Campaigns and events both have sets and subsets of tasks that must be completed, usually in a particular order. You'll learn the task requirements for organising an event in exactly the same way that you learn the task requirements and nuances of a new advertising channel.
The keys to planning a successful event are:
As long as you are confident in the core skills of account management, all you have to do is to overlay an event-specific task management plan. This will give you a framework of requirements that you can check off and budget against. Assign those tasks to a timeline, and voila...you are now, officially, an event manager!
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Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.
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