We talked with María Colao, Event Director at beon. Events Spain, who assures that balance, common sense, and task prioritization, are the main competences in event planners.
Why does a brand decide to use events as a way to communicate with employees, customers, or consumers? What are the most sought-after objectives?
I believe in events as the best communication tool between companies and audiences to implement the messages that interests them most.
Regarding the objectives, it will depend of course on the type of client and the type of event, but in general terms it is about positioning, impact, connection, encouraging networking and, of course, generating a permanence over time.
Could you highlight three aspects that are new in event management during the last years, and that are fundamental right now?
I would highlight all aspects related to social media, something that is essential nowadays. Nevertheless, I would also emphasize the role of new technologies bespokely applied in each project, and everything that involves sustainability.
Tell us about the main competences of an event planner.
A lot of them! However, the most important are personal balance, common sense, and task prioritization,
When determining the nature of an event, which phase is more crucial: the pre-event, the post-event or the event per se?
In my opinion, and without any doubt, that moment is the pre-event. This is the moment in which you have to build trust and convey confidence to your client, so they can feel that everything is well organized and under control.
Events is what clients place more importance in, and they need to feel we understand that importance, and that we are working in line with it. Excellence starts in the pre-event and continues during and after the event.
Which area o place in Spain is more powerful to host events?
Madrid 😊. You must know all its drawbacks and complexities, but it where events are held at their best.