In the world of business, there are few things more frustrating than being treated as an afterthought. Too often, I receive invitations to events organized by companies that, on the surface, appear well-prepared. Yet, as the event date looms closer, I get that all-too-familiar call or email. Organisers, suddenly overwhelmed by the reality of their logistical challenges, ask me to invite people from my networks or even – brazenly – request access to my carefully curated database of VIPs and influential contacts.
Let me be clear: this is not how event management works.
The art and science of organising successful events require meticulous planning, strategic thinking, and resource investment – long before the invitations go out. My company, Brandhill Africa, has honed this craft to perfection, understanding that a well-organised event is not just an occasion but a reflection of the brand behind it. Central to this are the networks and relationships we’ve spent years building. These are not merely names and contact details stored on a spreadsheet; they are assets – assets forged through trust, mutual respect, and shared value.
When a company asks me to hand over these assets or leverage my relationships to bail them out of poor planning, it’s not just disrespectful; it’s bad business. It undermines the very principles of event management. Successful events are not cobbled together at the last minute – they are architected with precision, with each element thoughtfully considered, from audience engagement strategies to the careful selection of attendees who align with the event’s objectives.
Event management is more than logistics; it’s about creating experiences that matter. It’s about understanding the audience, crafting a narrative, and delivering a seamless blend of creativity and structure. Each detail, from the décor to the guest list, contributes to the overall brand story. A poorly executed event reflects not only on the organiser but also on everyone involved, including those of us who may be asked to assist. That’s why I insist on boundaries and professional respect. My networks are a cornerstone of my business, and I don’t take their protection lightly.
That said, there is one exception. I am always willing to go the extra mile for companies and partners I’ve known for years – those with whom I’ve served in the trenches, navigating challenges and celebrating victories together. These are the people who consistently collaborate with me on projects, refer potential clients to my business, and share the same professional values. They are individuals and organisations I trust implicitly, knowing they’ll protect my reputation as fiercely as I would theirs. For them, I am willing to put my reputation on the line, confident that their commitment to excellence matches my own.
This loyalty, however, is not freely given. It is earned through years of mutual respect and shared success. These are the people who understand that event management is a profession that requires expertise, creativity, and hard work. They approach me not with last-minute demands, but with thoughtful collaboration and a genuine desire to create something impactful. It’s a relationship built on reciprocity, where both sides contribute value.
For everyone else, the hard truth remains: good event management cannot be outsourced to others at the eleventh hour. Success in this field demands collaboration from the outset. It means hiring professionals, respecting their processes, and acknowledging the value of their intellectual property – including their networks.
What these last-minute requests reveal is a fundamental misunderstanding of the nature of event management as a profession. It’s not just about logistics or pretty décor. It’s about crafting experiences that resonate with the target audience and leave lasting impressions. This requires time, effort, and a deep well of expertise.
Moreover, treating event managers as mere fillers for gaps in planning diminishes the immense value they bring to the table. It ignores the strategic thinking, creative problem-solving, and relationship-building that underpin their work. It’s a mindset that risks not only the success of the event but also the reputation of everyone involved.
So, the next time someone considers reaching out to ask for “a few contacts” or help with last-minute VIP invitations, I hope they’ll pause and reflect. Event management is an art and a science, and like all great crafts, it thrives on preparation, respect, and trust. And for those who wish to truly succeed, it begins with hiring the right people and letting them do their work.
As for me, my databases and networks will remain protected – reserved for those who respect the profession, value collaboration, and understand the importance of doing things the right way. Success isn’t built on shortcuts or last-minute favors; it’s earned through careful planning and a commitment to excellence. Let’s treat it as such.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
Tel: +27 11 759 4297
Mobile: +27 83 635 7773
Physical Address: 1st Floor, Cradock Square Offices; 169 Oxford Road; Rosebank; JOHANNESBURG; 2196.
eMail: saul.molobi@brandhillafrica.com
Website: www.brandhillafrica.com
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