Presentation on

Event ManagementByPradeep Kumar, PGDM+DFT-08,SIOM- PUNE

Event??????

Event can be described as a public assembly for the purpose of celebration, education, marketing or reunion. Events can be classified on the basis of their size, type and context.

An event can be Social/Life –Cycle event.

Education and career event.

Sports event.

Entertainment event.

Political event.

Corporate event.

Religious event.

Fund raising/Cause related event.

People Involved in event management

Event Manager.

Event coordinator.

Information Manager.

Logistic Manager.

Security Manager.

Infrastructure Manager.

People involved in sponsoring an Event. Organizer, Sponsors, Partners, Clients, and Supporting Agencies.

Can either be an individual or a companies.

Sponsors are source of income and funding, sponsorship.

They can either finance the whole event or some of them can provide some services.

Services either at subsidized rate or many time free.

The money you get from sponsors put it as “Income”.

But some time you have to pay for sponsorship we put it as a Expenditure.

Key elements in event management.

Planning an event.

“We follow 5 'W's (i.e. Why, What, When, Where, Who) and 1 H' (i.e. How) principle to create an event plan”.

Why?

'Why' means, why you want to organize the event i.e. event objective.

What?'What' means what you are going to do in the event i.e. what will be the:

1. Event Name.2. Food and Beverage

Menu.3. Event Profile.4. Guests Profile.5. Event Theme.6. Service Providers.7. Obligations.8. Type of Entry.9. Favors.10. Entry fees.11. Event Highlight.

12. Promotional Campaign.

13. Programe Menu.14. Event Budget.

Time!!!!!

Venue selection tips for your Event

1. Target Audience/Guest size.

2. Target Audience Status.

3. Target Audience Convenience.

4. Climatic Conditions.

5. Venue History.

6. Venue services.

6.A) Parking facility. B) Security Arrangements. C) Venue Staff. D) Restrictions. E) Additional Services.

7. Venue Fees.

Event Budgeting.Cost elements can usually be grouped into four main categories:

1. Operational/Production- personnel, security, licenses/permits, construction, contractors, insurance, administrative support.

2. Venue/site rental- flat fee, per% of ticket sales or per% of ticket sales against a minimum flat rental.

3. Promotion- Fliers, banners, public relations and other forms of advertising.

4. Talent- the costs to obtain the performers or participants.

Market Research in Event Planning.Market Research- find out whether there is a market (i.e. audience) for your intended event or not.

Market Analysis- Age group, sex, qualification, profession, knowledge level, income, status, liking, disliking, personality, customs, tradition, religion, lifestyle, etc.

Competitors’ Analysis- Qualification, knowledge level, experience in organizing events, turnover, market value, PR (media and corporate contacts) and market share.

SWOT Analysis in Event Planning Products/Services Research - If you are organizing a corporate event.

How company promotes its products.

How and to whom they are selling their product/services.

Customers, product features , market share and market value of the company.

About their competitor’s.

SWOT Analysis- Conduct SWOT analysis before developing an event plan to develop a strategy which maximizes the potential of strengths and opportunities of your project and at the same time, minimizes the impact of the weaknesses and threats.

Event Marketing (Promotion)Following steps are involved in creating a promotional campaign for your event:

1. Setup advertising objectives. A). Why you want to advertise? B). What is your objective of advertising? C). What do you want to get through

advertising?

2. Decide your promotional Activities. Media- Print, Electronic, Outdoor, Transit and

Miscellaneous media. Media Vehicle- is a specific medium.

How Print media can be used.

1. Promote your event, sponsors and client through newspapers ads, magazine ads, trade journals, press releases, tickets, passes, invitations, banners and posters.

2. Imprint Logo on your staffs shirts and caps and on the pens, diary, gifts, exhibitions manual.

How Electronic Media can be used for promotion

Promote your event, sponsors and clients through TV and Radio Ads.

Use your company website.

Develop an event website just to promote your upcoming event.

Use electronic signage Like Plasma Screen, LCD, LED Screen, projection Screen.

How Outdoor Media can be used for promotion

Billboards and Hoarding ads.

Scrolling message billboard and mobile billboard.

Use Canopy, Flex and giant Balloons.

How Transit Media can be used for promotion

Road Shows are generally used in transit media.

Mobile billboards, mobile LED Display and caravan .