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It’s a basic marketing concept — how you conduct yourself directly impacts how consumers view your brand. In the case of event management, though… things are a little different. Your brand isn’t always going to be something with which your target audience is necessarily acquainted. Most people, when attending an event, don’t really pay attention to what firm happens to be running the show — they just remember whether or not they enjoyed themselves.

Your clients are an entirely different story. They’ll listen to their guests talk about whether or not they enjoyed an event you hosted. They’ll talk to one another about you and recommend you if they were satisfied with your work (or warn people away from you if they weren’t). Word of mouth tends to spread rather quickly, and when someone is dissatisfied with your firm it won’t take long for other people to find out about it — especially in today’s world.

For that reason, when you run an event, they’re the ones you’re aiming to impress — even if you are hosting it for their guests.

Impressing your clients isn’t just a matter of running a decent event, either. You need to ensure that your event management firm runs like a well-oiled machine; your employees need to be professional and personable, and you yourself need to be capable of managing them with efficiency and ease. If even a minor problem arises that your staff isn’t capable of addressing on your own, you need to make sure there are communication channels in place to alert you about it. The ability to successfully manage an event starts with the ability to successfully manage your business.

In order to do this, it’s absolutely vital that you constantly reflect on your event management firm — that includes looking objectively at how you conduct yourself in public, on social media, and at your events. Keep tabs on how everyone employed by your firm behaves, as well — all it takes is one bad egg to completely send your reputation down the toilet.

Beyond that, you need to regularly look back at events you’ve run in the past. What did you do right? What could be done better? How can you improve with the next event you run? The most successful leaders in event management all share one thing in common: they have a constant drive to improve; they’re always looking to better themselves in one way or another. If you lack that drive yourself, you aren’t likely to get far.

Details like the ones I’ve discussed here tend to be fairly easily forgotten by novices and veterans alike — particularly the bit about regularly looking back to refresh yourself on how your business is running. Both for the sake of your reputation and for the sake of your business, you need to be willing to constantly reflect on your event management business.

Otherwise, there’s a good chance it might end up stagnant.