evntmgmt unit 1

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EVENTS

AND

EVENT MANAGEMENT

UNIT I


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EVENTS

AND

EVENT MANAGEMENT
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What is an EVENT?

- Something significant that takesplace; an occurrence or happening

- Any occurrence happening at a

determinable time and place


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What is MANAGEMENT?

- Management in all business areas andorganizational activities is the act of gettingpeople together to accomplish desiredgoals and objectives

- Management comprises of 5 mainfunctions: Planning, Organizing, Staffing,Leading or Directing and Controlling


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EVENT MANAGEMENT

- Event management is the application of projectmanagement to the creation and development offestivals, events and conferences.

- It involves studying the intricacies of the brand,identifying the target audience, devising the eventconcept, planning the logistics and coordinatingthe technical aspects before actually executing themodalities of the proposed event.

- Post-event analysis and ensuring a return oninvestment are significant drivers for the eventindustry

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EVENT MANAGEMENT

Event management is considered one of thestrategic marketing and communication tools bycompanies of all sizes

From product launches to press conferences,companies create promotional events to helpthem communicate with clients and potentialclients

They might target their audience by using the

news media, hoping to generate media coveragewhich will reach thousands or millions of people

They can also invite their audience to theirevents and reach them at the actual event

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EVENT MANAGEMENT

- The process by which an event is planned,prepared & produced

- Encompasses the assessment, definition,acquisition, allocation, direction, control, andanalysis of time, finances, people, products,services, and other resources to achieveobjectives

- So event managers job is to oversee &arrange every aspect of an event includingresearching, planning, organizing,implementing, controlling & evaluating anevents design, activities & production


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CHARACTERISTICS OF

EVENTS Require long and careful planning

Generally expensive to stage

Usually a happening over a short period of time They are usually once in a lifetime experience for

the participants

Carry high level of risk; both financial and safety

Often has a lot of stake for those involved


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TYPES OF EVENTS


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Business & Corporate

Events

- Any event that supports business objectives,

including management functions, corporatecommunications, training, marketing,incentives, employee relations, andcustomer relations, scheduled alone or in

conjunction with other events

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Cause-Related &

Fundraising Events

- An event created by or for a charitable orcause-related group for the purpose ofattracting revenue, support, and/orawareness, scheduled alone or inconjunction with other events.

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Exhibitions, Expositions &

Fairs

- An event bringing buyers and sellers and

interested persons together to view and/orsell products, services, and other resourcesto a specific industry or the general public,scheduled alone or in conjunction with other

events.

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Entertainment & Leisure

Events

- A one-time or periodic, free or ticketedperformance or exhibition event created forentertainment purposes, scheduled alone orin conjunction with other events.

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Festivals

- A cultural celebration, either secular or

religious, created by and/or for the public,scheduled alone or in conjunction with otherevents. (Many festivals include bringingbuyer and seller together in a festive

atmosphere.)

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Government & Civic Events

- An event comprised of or created by or forpolitical parties, communities, or municipal ornational government entities, scheduledalone or in conjunction with other events.

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Marketing Events

- A commerce-oriented event to facilitate

bringing buyer and seller together or tocreate awareness of a commercial productor service, scheduled alone or in conjunctionwith other events.

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Meeting & Convention

Events

- The assembly of people for the purpose of

exchanging information, debate ordiscussion, consensus or decisions,education, and relationship building,scheduled alone or in conjunction with other

events.

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Social/Life-Cycle Events

- A private event, by invitation only,celebrating or commemorating a cultural,religious, communal, societal, or life-cycleoccasion, scheduled alone or in conjunctionwith other events.

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Sports Events

- A spectator or participatory event involvingrecreational or competitive sport activities,scheduled alone or in conjunction with otherevents.

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THE

NEED

OF

EVENTS


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Just think for a minute

Which is more successful event:

Event A, which attracts only one personOR

Event B, which attracts 400 people?

The intuitive response is " Event B"

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THINK AGAIN!What if: The person at event "A" shows considerable interest

in placing a million dollar order

The order is for software with an 80% profit margin(i.e., $800,000 gross profit)

Your sales people spring into action and close thesale

Total lifetime sales to the 400 people at event "B" arezero

Now which event is more successful?Clearly, the answer is "A". It's profit of $800,000 - x (x is

the cost of the event) compares quite favorably to the$x loss of event "B"

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Kerry Smith, Executive Director of EMI Global agencyGeorge P. Johnson (GPJ), The Meeting

Professionals International (MPI) Foundation and theUS-based Event Marketing Institute (EMI) surveyedmore than 1,000 senior sales and marketing

executives from North America, Europe and AsiaPacific between October and December 2007

- "What we are seeing is that events and experiencemarketing are the shortest distance between thebrand and its audience, a fact that is raising events

upstream in the brand communications process"- "The strategic power of events is changing the way

brands decide to market themselves."

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Why Events?

- Events have become very popular way ofmarketing because it allows the company todirectly promote their product to people who

are likely to be interested in it and thus anoccasion for them to be seen in the public eye,which can draw even more potentialcustomers

- Direct consumer interaction is important inevent marketing which allows the company topromote their communication goals at thesame time

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WHY EVENTS?

- Event View 2008 report reveals importanceof events in global brand communications

- The sixth annual study shows that:

- 34% of respondents expect that their eventmarketing budgets will increase within thenext 12 months

- http://www.hospitalitynet.org/news/4023859.search?query=importance+of+events

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Importance of

events Attending the event live provides the visceral

experience (Emotional and instinctive- not intellectual)to the prospects which converts more prospects intobusiness.

So probably the most powerful marketing tool to beused

Conferences, seminars and symposiums act as acommon place for convergence of talents and potentiallearners where one learns the latest tricks of the trade

from the most successful people Since events are generally based on one to one

interactions, it leads to better results in terms of thequick action/ conversions of business taken as its result

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ELEMENTS OF EVENT

INFRASTRUCTURE


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1. Event Infrastructure

- Includes those essential elements without

which there cannot be any event

- These essential elements are core concept,

core people, core talent, and core structure

- The nature of this infrastructure varies with

the event categories and variations in events

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Core Concepts

- Term used to define the fundamental underlying ethosand evolution of the various major categories of events.

- That is, what differentiates and demarcates the

boundaries between the various categories

- The core concepts of an event is like a root of a tree thatgenerates the energy and lays down the base for thetype of tree that shall grow. The exact size and shapethat the tree varies from tree to tree in the family

- Thus, an entire event family can be built on each of theevent categories . These differences lead to thevariations in events

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Core People

- These are the people who perform, act andparticipate in the process of influencing theaudience to create the desired impact in terms of afavorable position of the brand in the audiencemind

- The audience comes to experience the expertise,charisma or knowledge of such core people and

have an opportunity to interact with them.- The personality of the core people being used in

an event should match the brand personality

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Core Talent

- With every event category, the people are required tohave a specific expertise, reputation or knowledge,known as the core talent which attracts & influences

the audience- In a music concert, the types of audience that are

attracted to the event depend on the talent of theperformer. The core talent, therefore helps in creatingvariations in any event category

- Say in a competitive event such as sports, core talentis game specific, i.e. talent required in cricket differsfrom talent required to play basketball

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Core Structure

- The presence of a formal or informal organizationto manage the event category as a whole isimportant to make it lucrative from its marketingpoint of view

- Depending upon the degree to which the eventcategory is structured the requirement of a

management and marketing of events may vary

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Core Structure

- The more formal the structure, the more lucrative

that event category becomes, since it becomeseasier to manage and market

- More formal and structured means there is aproper organization along with proper delegationof authority to carry out the roles

- Egs. The sports committees like BCCI etc.

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Target Audience

- The customer groups who form the focus of events

- The actual event design varies with the

demographic profile of the target audience as wellas the number of targeted audience. It is fromthese criteria that the event gets its image and

budget

- Whether the event would be a mega event or a

theme party, which artist would perform or wherethe event is to be held etc. primarily depend on thetarget audience

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- So, starting from the initial conceptualization to the

carrying out of the event the entire process takesinto consideration the characteristics and thebehavior of the TA

- Based on the TA as a common denominator, the

event organizers canvass for others who would liketo associate with the event

- So events also act as a converging ground for theothers associated with the event who have thecommon target audience (eg. Corporate, institutes)

- The costing also varies with both the profile andnumber of audience being targeted

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2. ORGANISERS

Event organizers are responsible for planning events andensuring that they run smoothly

They work on:

- large-scale events, such as the 2012 Olympics

- conferences, seminars, workshops and meetings, bothnational and international

- corporate events, such as team building sessions ortraining courses

- incentive travel trips and other events given by

companies to their staff- trade fairs and exhibitions

- festivals, concerts, charitable and sporting events

- private events, such as banquets, weddings and parties

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ROLE OF EVENT

ORGANISERS

- Research

- Planning- Administration

- Marketing

- Preparing budgets and managing income andexpenditure

- Liasoning closely with a wide range of people.

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QUALITIES OF AN EVENT

ORGANISER

An event organizer should:

- be well organized and efficient

- be able to multi-task

- have good project-management and problem-solving skills

- be able to cope with pressure and tight deadlines

- have excellent communication skills- be interested in the events industry

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3. SPONSORS

- To sponsor something is to support an event, activity,person, or organization financially or through theprovision of products or services. A sponsor is theindividual or group that provides the support, similar to abenefactor.

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1. Determine the best date and time to meet (verify potentialdates, times, and schedules; and then communicate withvendors, presenters, attendees and special guests)

2. Select and schedule the best location to meet (consideryour budget plus options for on-site, off-site, conferencecenter, private dining room, etc.)

3. Contact and confirm all contracts (including venue,speakers, presenters, entertainment, sponsors, etc.; andcommunicate frequently with all regarding their role in theupcoming event)

4. Plan and map out the program schedule (includinggeneral sessions, meeting rooms, break times, break-outsessions, refreshments, meals, the press room, and otherspecial needs)

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4. LOGISTICS


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Coordinate and oversee the selection of a theme, thedesign, production and distribution printed items (i.e.,invitations, agendas, brochures, special materials, and

related mailings) Arrange to have essential meeting supplies available on

site (i.e., handouts, evaluation forms, flip charts,markers, sticky notes, etc.)

Identify each presenter's equipment needs and

establish: Who? Needs What? Where? Then, verifytechnical infrastructure, accommodations, and arrangefor on-site support

Verify room lay-out requirements; arrange for support tocomplete set-up & tear-down

Anticipate needs! Arrange for adequate host supportavailable throughout the event.

Communicate! Communicate! Communicate! (withvendors, presenters, attendees and guests).

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