events
TRANSCRIPT
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EVENTSEVENTS
INSTITUTIO
NAL
INSTITUTIO
NAL
NATIONAL
NATIONAL
INTERNATIO
NAL
INTERNATIO
NAL
SIGNATURESIGNATURE
CONCERTS
CONCERTS
CORPORATE
CORPORATE
COMMUNITY/SOCIAL
COMMUNITY/SOCIAL
SPORTSPORT
AWARDS
AWARDS
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The Battle for Consumer MindspaceThe Battle for Consumer Mindspace
Corporate EventsCorporate Events
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Discussion Structure
Discussion Structure
• Corporate Events• Disciplines in Events• God is in the details
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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
Corporate EventsCorporate Events
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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
Corporate EventsCorporate Events
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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
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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
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A Wide SpectrumA Wide Spectrum
In-shop demonstrationsIn-shop demonstrations
Test drivesTest drives Mass participation eventsMass participation events
ExhibitionsExhibitions
Road ShowsRoad Shows
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In-shop DemonstrationsIn-shop Demonstrations
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Test DrivesTest Drives
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ExhibitionsExhibitions
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Mass Participation EventsMass Participation Events
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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
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Media AttentionMedia Attention
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Dealer MeetsDealer Meets
• Audience– Internal – Dealers, sales force
• Objective– Motivate the network– Award performance– Set new goals
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Organizational MeetsOrganizational Meets
• Audience– Internal – Various – e.g. Sales
• Objective– Motivate the network– Award performance– Set new goals
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Simultaneous participation by many organizations
Simultaneous participation by many organizations Not exclusiveNot exclusive
“Hired” Properties
“Hired” Properties
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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
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Brand AmbassadorsBrand Ambassadors
• What all does Cindy Crawford endorse?• Which brands are associated with Hrithik Roshan?• Which brands are endorsed by Amitabh Bachchan?
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Brand AmbassadorsBrand Ambassadors
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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 ?
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Trade ShowsTrade Shows
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DISCIPLINES IN EVENTSDISCIPLINES IN EVENTS
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Disciplines in EventsDisciplines in Events
• Event Design• Event Marketing• Event Production
• Event Design• Event Marketing• Event Production
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Event DesignEvent Design
• Synergy with brand positioning• Translation of key objectives• Conceptualisation• Memorability & Recall Factors• Implementability
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Event MarketingEvent Marketing
• Consumer Behaviour• Brand Management• Brand Positioning• Synergy with Brand
Communication• Event Activity Spectrum
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Event ProductionEvent Production
• Venue Selection • Stage & Set Construction• Technical Infrastructure• Other Infrastructure• Show Management
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GOD IS IN THE DETAILSGOD IS IN THE DETAILS
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EVENT DESIGNEVENT DESIGN
• Conceptualisation– Brand Dynamics– Event Dynamics– Audience– Single/multi location
• Event Flow, Scripting & Storyboard– “Live” Film– Meticulous Planning– Second-to-second
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EVENT DESIGNEVENT DESIGN
• 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
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EVENT DESIGNEVENT DESIGN
• 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
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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
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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
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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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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EVENT PRODUCTIONEVENT PRODUCTION
• 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
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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