events

EVENTSEVENTS

INSTITUTIO

NAL

INSTITUTIO

NAL

NATIONAL

NATIONAL

INTERNATIO

NAL

INTERNATIO

NAL

SIGNATURESIGNATURE

CONCERTS

CONCERTS

CORPORATE

CORPORATE

COMMUNITY/SOCIAL

COMMUNITY/SOCIAL

SPORTSPORT

AWARDS

AWARDS

The Battle for Consumer MindspaceThe Battle for Consumer Mindspace

Corporate EventsCorporate Events

Discussion Structure

Discussion Structure

• Corporate Events• Disciplines in Events• God is in the details

Own PropertiesOwn Properties“Hired” Properties“Hired” Properties

External AudiencesExternal Audiences Internal AudiencesInternal Audiences

LaunchesLaunches Road Shows

Road Shows

Relationship Building

Relationship Building

Media Attention

Media Attention

Brand ExpeBrand ExpeDiscussion Forums

Discussion Forums

Dealer MeetsDealer Meets Organizational Meets

Organizational Meets

Personnel Development

Personnel Development


Own PropertiesOwn Properties “Hired” Properties“Hired” Properties

SponsorshipSponsorship

SportsSports

MusicMusic

Art / CultureArt / Culture

TeamTeam

Brand Ambassadors

Brand Ambassadors Product

Placement

Product Placement

Serials

Reality TV

Films

Trade ShowsTrade Shows

ExhibitionsExhibitions

SeminarsSeminars

ConferencesConferences


LaunchesLaunches

• Focus– Launch new product / service

• Audience– External – Media, Opinion Leaders, Key potential customers– Internal – Dealers, sales force

• Objective– External – Elicit media coverage– Internal - Motivate

• Focus– Launch new product / service

• Audience– External – Media, Opinion Leaders, Key potential customers– Internal – Dealers, sales force

• Objective– External – Elicit media coverage– Internal - Motivate

Road ShowsRoad Shows

• Focus– Aid the launch of new products / services– Reach out to larger mass – potential customers, opinion

leaders• Audience

– External – Media, potential customers– Internal – Dealers, sales force

• Objective– External

• Enable potential customers to experience the brand • Elicit media coverage

– Internal - Motivate

A Wide SpectrumA Wide Spectrum

In-shop demonstrationsIn-shop demonstrations

Test drivesTest drives Mass participation eventsMass participation events


Road ShowsRoad Shows

In-shop DemonstrationsIn-shop Demonstrations

Test DrivesTest Drives

Mass Participation EventsMass Participation Events

Relationship Building Relationship Building

Through Intellectual

Experiences

Through Intellectual

Experiences

Through Sensory

Experiences

Through Sensory

Experiences

E&Y - Instituting Awards

E&Y - Instituting Awards

Adidas – Creating neighborhood sports

tournament

Adidas – Creating neighborhood sports

tournament

Bacardi BlastBacardi BlastIntel – Computer

Training Program for teachers in China

Intel – Computer Training Program for

teachers in China

Intel – Science fairs in India

Intel – Science fairs in India

Through Social

Participation

Through Social

Participation

Revlon – Run / Walk – Helping women with

cancer

Revlon – Run / Walk – Helping women with

cancer

Coke with Harry Potter – Reading is

Fundamental – aiding schools with books

Coke with Harry Potter – Reading is

Fundamental – aiding schools with books

Media AttentionMedia Attention

Dealer MeetsDealer Meets

• Audience– Internal – Dealers, sales force

• Objective– Motivate the network– Award performance– Set new goals

Organizational MeetsOrganizational Meets

• Audience– Internal – Various – e.g. Sales

• Objective– Motivate the network– Award performance– Set new goals

Simultaneous participation by many organizations

Simultaneous participation by many organizations Not exclusiveNot exclusive

“Hired” Properties

“Hired” Properties

Connect with target audience by reaching out

to them through what they are passionate about

Connect with target audience by reaching out

to them through what they are passionate about

Sports

Cricket

Golf

MusicClassical

Pop

Art / Culture

Art Auctions

Supper Theatre

SponsorshipSponsorship

Brand AmbassadorsBrand Ambassadors

• What all does Cindy Crawford endorse?• Which brands are associated with Hrithik Roshan?• Which brands are endorsed by Amitabh Bachchan?

Brand AmbassadorsBrand Ambassadors

Product PlacementProduct

Placement

• Which product in which movie does Hrithik Roshan talks about?

• In which movie does Hrithik Roshan & Kareena fool around with Pass Pass ?

• Which car features in James Bond movies ?• Which cell phone appeared in Men in Black ?

Trade ShowsTrade Shows

DISCIPLINES IN EVENTSDISCIPLINES IN EVENTS

Disciplines in EventsDisciplines in Events

• Event Design• Event Marketing• Event Production

• Event Design• Event Marketing• Event Production

Event DesignEvent Design

• Synergy with brand positioning• Translation of key objectives• Conceptualisation• Memorability & Recall Factors• Implementability

Event MarketingEvent Marketing

• Consumer Behaviour• Brand Management• Brand Positioning• Synergy with Brand

Communication• Event Activity Spectrum

Event ProductionEvent Production

• Venue Selection • Stage & Set Construction• Technical Infrastructure• Other Infrastructure• Show Management

GOD IS IN THE DETAILSGOD IS IN THE DETAILS

EVENT DESIGNEVENT DESIGN

• Conceptualisation– Brand Dynamics– Event Dynamics– Audience– Single/multi location

• Event Flow, Scripting & Storyboard– “Live” Film– Meticulous Planning– Second-to-second


• Stage & Set Design– Theme– Audience– Location– Product– Event flow– Performers

• Stage & Set Design– Theme– Audience– Location– Product– Event flow– Performers

• Construction Materials– Wood– Glass– Metal– Tensile– Vinyl– Cloth– POP– Thermocol

• Technical Elements– Light– Sound– Video

• Construction Materials– Wood– Glass– Metal– Tensile– Vinyl– Cloth– POP– Thermocol

• Technical Elements– Light– Sound– Video


• Special Effect Elements– Lasers– Xenon– Water– Pyros

• Collateral Design– Theme logo– Invitation Cards– Branding– Signage

• Special Effect Elements– Lasers– Xenon– Water– Pyros

• Collateral Design– Theme logo– Invitation Cards– Branding– Signage

• Print/Production Techniques– Silk screen– Offset– Vinyl– Stencil

• Print/Production Techniques– Silk screen– Offset– Vinyl– Stencil

EVENT MARKETING

EVENT MARKETING

• Client Interface– Presentation Skills– Understanding Brand– Translating Event

Objectives– Experiential Marketing

• Sponsorship Marketing– Opportunities– Benefits– Barters– Cost Benefit Analysis

• Client Interface– Presentation Skills– Understanding Brand– Translating Event

Objectives– Experiential Marketing

• Sponsorship Marketing– Opportunities– Benefits– Barters– Cost Benefit Analysis

• Television Coverage– Channel– Tag-ons in Pre-event

Promos– Capsule -length/

timing/frequency– Airtime

• Television Coverage– Channel– Tag-ons in Pre-event

Promos– Capsule -length/

timing/frequency– Airtime

EVENT MARKETING

EVENT MARKETING

• Media Handling & Opportunities– PR Agency– Press Conferences

• Media Handling & Opportunities– PR Agency– Press Conferences

• Budgeting & Cost Management– Elements– Unit costs– Cost justification– Budget monitoring

• Budgeting & Cost Management– Elements– Unit costs– Cost justification– Budget monitoring

EVENT PRODUCTIONEVENT PRODUCTION

• Venue Selection & Management– Indoor /Outdoor– Numbers/Size– Accessibility / Parking– Ticketed/Non-ticketed– Venue Layout– Enclosures– Barricading– Gates & Access points– Manning– Security– General Lighting

• Venue Selection & Management– Indoor /Outdoor– Numbers/Size– Accessibility / Parking– Ticketed/Non-ticketed– Venue Layout– Enclosures– Barricading– Gates & Access points– Manning– Security– General Lighting

• Stage & Set Construction– Schedule– Detailed Drawings– Ground Marking– Levels/Wings/Risers– Finishes– Snake– Masking– Green Rooms– Sound/Light/Video

Locations– Consoles– Power

• Stage & Set Construction– Schedule– Detailed Drawings– Ground Marking– Levels/Wings/Risers– Finishes– Snake– Masking– Green Rooms– Sound/Light/Video

Locations– Consoles– Power


• Construction Materials– Wooden/metal support stage– Stage-painted/carpeted– Backdrops/Props-

Ply/Cloth/vinyl/tensile /acrylic/metal– Masking-material/colors– Branding-cloth/vinyl /sunboard– dpi-72/300-1200– Flex/vinyl-laminated for outdoors

• Construction Materials– Wooden/metal support stage– Stage-painted/carpeted– Backdrops/Props-

Ply/Cloth/vinyl/tensile /acrylic/metal– Masking-material/colors– Branding-cloth/vinyl /sunboard– dpi-72/300-1200– Flex/vinyl-laminated for outdoors


• Sound Equipment & Management– Venue size/audience size/performing artists– Flying/stacking/stands– Mics-Lapel/collar/cordless/corded/podium/stand– Stage monitors– Guitar & keyboard amplifiers– 24/48/64 channel mixer board– Live/-1/+1

• Sound Equipment & Management– Venue size/audience size/performing artists– Flying/stacking/stands– Mics-Lapel/collar/cordless/corded/podium/stand– Stage monitors– Guitar & keyboard amplifiers– 24/48/64 channel mixer board– Live/-1/+1


• Light Equipment & Management– Pars– Intelligent lighting- moving heads-spots &

washes/scanners /color labs/changers– Follow spots– Architectural lighting -city lights/washes– Sky-trackers– Theatrical lighting - pin spots– General lighting – halogens– Lighting boards for programming– Trusses and winch stands

• Light Equipment & Management– Pars– Intelligent lighting- moving heads-spots &

washes/scanners /color labs/changers– Follow spots– Architectural lighting -city lights/washes– Sky-trackers– Theatrical lighting - pin spots– General lighting – halogens– Lighting boards for programming– Trusses and winch stands


• Audio-visual Equipment & Management– LCD - primarily for computers– 750 ANSI lumens-6000 ANSI lumens– Formats: 3:4;2:3;Cinemascope– Video screens-front/back projection/ motorised– Playback-Beta/ Digibeta/VHS/ Super VHS/DV– Live/Playback/Record– Live/Deferred telecast/OB vans– Mixers/monitors/switchers/connectors– Cable length - lower resolution

• Audio-visual Equipment & Management– LCD - primarily for computers– 750 ANSI lumens-6000 ANSI lumens– Formats: 3:4;2:3;Cinemascope– Video screens-front/back projection/ motorised– Playback-Beta/ Digibeta/VHS/ Super VHS/DV– Live/Playback/Record– Live/Deferred telecast/OB vans– Mixers/monitors/switchers/connectors– Cable length - lower resolution


• Power Management– Genset operation– 24-hour manning– Always separate gensets for sound and light– Separate gensets for stage and general lighting– Audio and video on same genset– Video cable always separate from audio and power

cable

• Power Management– Genset operation– 24-hour manning– Always separate gensets for sound and light– Separate gensets for stage and general lighting– Audio and video on same genset– Video cable always separate from audio and power

cable


• Special Effect Technologies– Lasers - wattage/color/yag– Animation/beam effects– Storyboard/text– Xenon-still/scrollers– Water-fountains– Water screens– Water curtains– Pyrotechnics - Cold/hot– Gerbs/flashes/fire-balls/aerial shells/niagra

• Special Effect Technologies– Lasers - wattage/color/yag– Animation/beam effects– Storyboard/text– Xenon-still/scrollers– Water-fountains– Water screens– Water curtains– Pyrotechnics - Cold/hot– Gerbs/flashes/fire-balls/aerial shells/niagra


• Vendor Options & Management– A rental business– Staging and infrastructure suppliers– Set makers– Branding suppliers/printers– Light& Sound professionals– AV equipment suppliers– Genset suppliers– Laser companies– Xenon system companies– Water effect professionals– Pyrotechnic professionals– Catering companies– Toilet suppliers

• Vendor Options & Management– A rental business– Staging and infrastructure suppliers– Set makers– Branding suppliers/printers– Light& Sound professionals– AV equipment suppliers– Genset suppliers– Laser companies– Xenon system companies– Water effect professionals– Pyrotechnic professionals– Catering companies– Toilet suppliers


• Artist Management– Artist roster– Fees– Contact numbers

• Front-of-House Management– Usher deployment– Gate management– Security deployment

• Artist Management– Artist roster– Fees– Contact numbers

• Front-of-House Management– Usher deployment– Gate management– Security deployment

• Backstage Management– Green Rooms– Catering– Show Timeline

• Show Management– Detailed Cue-sheet– Clear-com

communication -show director/light/sound/video/SFX/left of stage/right of stage/console/generator

• Backstage Management– Green Rooms– Catering– Show Timeline

• Show Management– Detailed Cue-sheet– Clear-com

communication -show director/light/sound/video/SFX/left of stage/right of stage/console/generator

EVENT PRODUCTION

• Budgeting– In-depth knowledge of costs of each element– Basic stage - 2-1/2 ft high:Rs 30 per sq ft– 4-6 ft high: Rs 50 per sq ft– 72 dpi vinyl:Rs 50 per sft– 300 dpi+:Rs 100 per sft– Barricading:Rs 10 rft– Cloth masking: Rs 10 rft– Lights-Pars:Rs 250 each– Scanners:Rs 5-7000 each– Video projectors:Rs 1500-Rs 50,000

• Budgeting– In-depth knowledge of costs of each element– Basic stage - 2-1/2 ft high:Rs 30 per sq ft– 4-6 ft high: Rs 50 per sq ft– 72 dpi vinyl:Rs 50 per sft– 300 dpi+:Rs 100 per sft– Barricading:Rs 10 rft– Cloth masking: Rs 10 rft– Lights-Pars:Rs 250 each– Scanners:Rs 5-7000 each– Video projectors:Rs 1500-Rs 50,000

Rs.Rs.

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EVENT PRODUCTION

• Legal & Taxation Aspects– IPRS– Permissions-Police-Local/Traffic/Licensing– Permissions-Municipality– Permissions-Fire– State Tax Laws– Insurance & Risk Management

• Legal & Taxation Aspects– IPRS– Permissions-Police-Local/Traffic/Licensing– Permissions-Municipality– Permissions-Fire– State Tax Laws– Insurance & Risk Management

events

Business

e xhibitions

e ventd esign stage

e ventd esign synergy

media coverage internal

c orporatee vents

sales force objective

sales objective

target audience