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Key Players Behind Every Successful Live Events

Updated: Jan 16, 2023

Image credit: Pexels


In-person events have taken a big hit these past few years, and the industry has

yet to recover fully. But these events have been evolving, primarily

because they were held online for several months or years. Hybrid setups, digital

tools, and virtual elements have now made their way to physical gatherings or

conventions, meaning digital has become the norm.

To work with these changes and adapt to the new normal, events of the future

will need the best teams to make them happen and ensure smooth operations to

achieve success. Here are the people who are vital for any event and how they

make things work:

Team Lead

Every team needs a strong and capable leader who can guide each member and

the event to succeed. They’re mainly in charge of delegating tasks and

monitoring progress, ensuring that things come together according to their vision

for the event. Since in-person events have changed, highly-qualified team leaders must keep up with the new landscape. Someone adaptable, innovative,

and collaborative can help manage challenges and keep everyone motivated

throughout the process.

Program Administrator

While leaders set the course by creating a vision, someone else has to figure out

how to execute it properly. A program administrator manages the event's

logistics, from scheduling the flow of activities, selecting a venue, estimating

attendance, choosing people and staff — including speakers and caterers — and

so on. Essentially, they help develop the heart and soul of the event and are

crucial in determining its success. Without their attention to detail or meticulous

planning, the event will likely lack in many aspects or will only be strong in very

few ones.

Marketing Specialist

As digital marketing is the future of event promotion, you’ll need a professional

who can utilize the online world efficiently and effectively. Digital marketing experts are essential in creating campaigns that boost revenue and raise public

awareness, including those necessary for events. Digital marketers leverage

tools like social media, digital advertising, search engines, email, websites, blogs,

and mobile apps to create word-of-mouth buzz that can draw the attention of

target attendees. These experts also stay on top of rising and emerging

marketing trends. One of these is the rising use of TikTok, a social media platform for product-based businesses, where its versatility and accessibility are

maximized to generate interest around an event.

Operations Liaisons

Beyond drumming up attention and hype before the event, it's essential to have

people on the team who will ensure plans are properly implemented on the event

day(s). The operations liaisons include personnel in charge of ushering guests

into the venue, setting up equipment, conducting tech support, providing security,

and cleaning up after the event, among other tasks. The number of them needed

for an event will depend on the event type, how many guests are expected to

attend, or the scale and grandiosity of it. If necessary, they can also wear

different hats for the kind of event being put on. Some may be able to handle

marketing and support in building hype or stay in the background to manage

logistics closely.

Many of these people work behind the scenes to make every event a major

success, from conventions to banquets to seminars. Their work is integral to the

process from conception to clean-up; a good events team running everything

from start to finish is just as important as what goes on during the event itself.

Article written by Ruth Jesson

Exclusively for


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