An Event planning business in Nigeria or anywhere in Africa today requires more than just creativity. In other words, it is an error to think that event planning is 90% aesthetics and 10% vibes.
For instance, when you scroll through some social media platforms such as TikTok, Pinterest, Facebook, and Instagram looking for event planning inspirations, as some of us do, you will think that event planning is all about flashy decorations, perfectly decorated tables, bold lighting, and demonstration of prowess in flowery presentations. Be smart!
Unfortunately this erroneous interpretation has misled many people; it has even shaped how new entrants come into the event industry with wrong motives and foundational beliefs. It has also affected how some event companies hire new labour. It is also creating very awkward standards in the industry and even in how some event planners define who they are.
The truth is this: no doubt creativity is very important; it creates the emotional effect, it also assists in memorability, and it makes the atmosphere electrifying, but it does not negotiate with clients and vendors. It does not plan the budget; it does not analyse feedback. It also does not manage the risk or even do the venue inspection. Globally, the event planning business is a discipline. that requires very interesting competences that must be demonstrated by an individual. For an event planning business to succeed in Nigeria, these competencies must be in the right combination with other factors that we will soon consider to ensure success as a professional and as a business entity.
Follow me now, as we delve into very crucial points event managers in Nigeria must arm themselves with to succeed. as an event planner or manager in nigeria today. Creativity is great. but it cannot sustain, scale or even protect an event planning business.
Business and financial Management for Event Planning Business
Many creative event professionals may be very busy but broke because they lack basic intelligence for managing their business financials. This is one critical area in the event planning business that many Nigerian event professionals may be falling short of.
Business and financial management in the event business involves profitably pricing event planning services. It is about the meticulous targeting, planning and proper setting of prices that will not only deliver quality services but also ensure that you are not working for free. Profitability is most needed for the business to flourish. In addition, growing this acumen will help manage cash flows, the payment of vendors and, ultimately, the calculations of profit and revenue for the business.
Creativity alone will not deliver success in Nigeria’s difficult business terrain but understanding financial and business management can help to manoeuvre any kind of challenges. It is a hidden skill that truly determines event planning success.
Operations, logistics and Execution
Creativity is great but does not truly determine event planning success. A well-executed event, though it needs creativity, will never be successful if the functions of logistics, execution and the total operations of the project are not taken seriously. The event professional must understand all the processes that need to be put together in the right proportion, the best timings and the result that the processes are expected to produce.
‘Event logistics’, in simple terms, refers to the strategic planning and coordination efforts that go into ensuring the physical and technical components of the event are monitored and carried out as and when due. Aside the 5 Cs of core event logistics, simple illustrations of what event logistics refer to are venues selection and management, accommodation and transportation, technical and equipment set up, coordination of vendors and the close-out activities
In Nigeria, operations, logistics and execution aspects of event planning can be troublesome just as in other climes. So, no matter how creative you may be, you may get into serious trouble if you don’t have the basic acumen to deal with challenges related to these functions.
Events Safety and Management of Risk for Event Planning Success
While creativity is critical for showcase and uniqueness, it certainly cannot prevent eventualities and cannot manage them when they happen. It seems to be the most ignored event planning skill in the country. In Nigeria however, event safety and management of risk are yet to be given a serious look. Many event professionals still have a mentality that divinity will always prevent disasters or any eventualities from happening and consequently leave everything to chance.
Issues such as crowd control or stampedes, structural failures, equipment damage and security incidents are examples of potential risks that every event is vulnerable to. Creative event professionals should embrace any knowledge that will help erase their ignorance in this area. Any eventualities may lead to huge legal implications impacting negatively on the company’s reputation.
Communications, Management of Clients and Expectations
While creativity is a communication of an inner beauty and the power of our imagination, it surely may never be able to manage clients’ expectations and other communications strategic to the success of the event project. Most crises experienced by event management professionals sometimes arise from ineffective communication between vendors, clients and the event professional. When critical partners in an event project are not on the same page or in agreement on certain terms, conflicts are inevitable.
Effective communication as well as client management is critical to managing expectations of clients. Most times, client expectations are highly placed while budgets and things associated with them are ignored. This is where communications and other approaches can help to manage the expectations of the client to levels that are realistic and achievable.
Ultimately, strong communication builds trust because clients are happy when they are regularly informed of progress, challenges and even solutions. Expectations are also managed properly when clients and the event management professional are in agreement.
Technology, Systems and Process Thinking
While creativity has a spot in modern event planning, it cannot take the place of technology and the process and steps that must be put together for successful event planning. Technology and structured systems now afford the event professional the ability to provide impactful solutions, consistency and accuracy to an appreciable extent in event management processes.
The combination of digital tools such as event apps, communication and promotional tools and analytical tools with well-thought-out steps will always prevent guesswork, reduce mistakes, enhance team coordination, assist in decision-making, and deliver consistent results across events no matter their varied objectives.
In conclusion, globally, event planning and/or management is becoming more demanding. Event planning success in Nigeria and elsewhere in the world does not depend on creativity solely; concerns have shifted, and event professionals must acquire critical event planning skills to ensure they win in a highly competitive ecosystem in Nigeria and the larger world.
