A friend and ex-colleague recently attended her company’s staff party. It had all the right ingredients: a stunning venue, multiple teams working hard behind the scenes, and even a generous budget. But despite all that effort and investment, something was missing—and it showed. There was no flow. No host. No clear direction. People were unsure of what was happening or when. As a cherry on top, the delicious menu was served at the wrong time, resulting in cold food. Each team had delivered their part, but the experience felt fragmented. In fact, my friend admitted it was the worst staff party she’d attended in her entire career.
So what went wrong? The answer is simple: the ‘magic’ ingredient was missing. There was no project manager steering the ship.
As a project manager specializing in events and trade fairs, I often get asked, “What do you actually do?” Especially when it comes to trade shows, people often assume: “Isn’t it just about building the stand? Once it’s up, isn’t the job done?”
Well—no, not quite.
The role and importance of project management—especially in the context of trade fairs and live events—is often overlooked and underestimated. It’s like how we only appreciate our healthy body when we’re sick. When a project is going well, it can feel like magic. But that sense of ease and flow? It’s the result of thoughtful, intentional project management. At Wulff Entre, we’re a design and project office creating spaces for meaningful encounters. That goes far beyond the physical build. The stand is just one piece of a much larger puzzle. Our role is to bring every element together to create an experience that is as seamless as possible—so that our clients can focus on why they’re at the trade fair in the first place: to connect with people, showcase their brand, and grow their business.
Think of a project manager as the central hub of a very busy wheel. While designers, builders, AV technicians, marketers, and clients each bring their own expertise, it’s the project manager who keeps everything aligned and moving forward. Project managers coordinate demo product deliveries, suppliers, vendors, and schedules. We navigate the inevitable curveballs—because when it comes to events, something unexpected always happens. And when it does, we’re the ones calmly problem-solving behind the scenes to keep things moving. In those moments when you're thinking, What am I going to do?—for instance, when your company’s demo products worth tens of thousands of euros are lying on the side of the road somewhere in Germany, over 100 km from their destination, because the DHL truck tipped over after an accident (yes, that’s a true story)—your project manager is on your team, ready to tackle it.
At its core, project management is about creating coherence. It’s about making sure that every moving part and even the smallest detail —every team, timeline, and touchpoint—comes together to support the bigger picture. So next time you’re planning an event or trade fair and wondering whether you really need a project manager—remember: a successful event is not magic. Invest in a good project manager instead and save yourself time, money and maybe a few less gray hairs. WE are here to help!
P.S. The demo products were delivered just nine hours later than originally planned. The stand was completed on time, thanks to the tenacity and efforts of the project management team.
The blog was written by Wulff Entre's Senior Project Manager, Ronja Brown
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