Event Management

1. Identify and describe the issues and trends in the event management
Answer:
The current issues and trends in the event management focuses on how the event team
will create an impact to make the event memorable to its client and guests.
The current issues among the list include of the following:
a. Memorability of the Event – it is the impact that marks within the perspective of the
audience. It is important to make events memorable and to make sure that guests of the
event are remembering, and even talking about, the event days and weeks after it is
over.
b. Shrinking Budget – it talks about the limited financial budget allocated for the event
organizer to conduct the event. In order to lessen the effect of shrinking budget the
event organizers use properly its financial resources to maximize all the opportunities
to have a successful event. Innovation is one of the best solutions of the manager to use
its resources wisely while creating good memories to its client and guest.
c. Short Lead Time – lead time is the deadline of the event organizer to finish all the
things in their checklist before the main event. It is important that limited time given to
the event organizer should be used properly to have ample time to identify all the
possibilities that will happen before, during and after the event.
d. Rise of Cost – among the issues that are uncontrollable are the external factors that
include the rising of cost. There are several things allocated in the budget that involves
money and having limited budget, fluctuation of prices in the market become an issue
and challenge for the event organizer to maximize all the potentials to create an event
for a life time.
e. Environmental Issues – the unpredictable changes on earth’s weather condition
because of global warming alarmed the nation to increased sustainability and
environmental advocacies that have been adopted by the corporate groups. It addresses
green initiatives that reduce carbon footprint by increasing awareness to their people,
client and partners thru corporate social responsibility. Environmental sustainability in
the event industry focus on six major categories which include the following:
 Health and Safety - security of event participants is always primary in event
professionals’ minds, but is not mentioned in an event sustainability plan as
 often as eliminating bottled water. Yet a single, minor breakdown in safety
procedures can devastate an event and its participants.
 Accessibility and Barrier - There are many barriers that can marginalize event
participants: venue and experience design, affordability, access to technology
and cultural, racial, gender and other differences. Failing to attend to access and
inclusion-related issues can limit registration, engagement and event growth,
and impact satisfaction.
 Fairness - Exploring fairness as an aspect of event sustainability involves
sometimes difficult discussions about equity and appropriate compensation for
those impacted by what we do.
 Carbon Emission – it discuss how many carbon released in the environment
just to go in a particular event.
 Solid Waste – these are the tangible food items that leave behind by the
participants after the event.
 Pollution – the dilemma that happen because of uncertainties that the event
could create pollution in the event venue/ environment.
f. Technology – the demand on the event organizer to deliver new electronic gadgets or
equipment that use before, during and after the event wherein it ease the work of the
organizer and its something new that catch the attention of the audience/clients. The
latest the technology and one to introduce it in the market is challenge for the event
organizer because of the acceptability of the new technology to its clients/guests.
g. Having the Right People – the right people capable on the task to be done to have a
successful event. Once event planners know everyone’s capabilities and their tasks it
becomes far easier to work out who’s doing what and how to allocate the resources at
their disposal.
h. Staying on Track – in different circumstances there are several things that happen
during the event itself the issue for the event organizer is how it will maintain the focus
of it guest to the major event. Surprising and frustrating last minute changes that have
the potential to throw the event into a tailspin are common place in the changing world
of event management.
 i. Planning - Failing to plan is planning to fail. The mantra behind the old cliché is
certainly essential to overcoming the challenges met in today’s event management
environment. Putting attention to every detail is a must to have a remarkable and
successful event.

The Event Industry Trends Report 2015-2016 focuses on 10 trends in five categories: attendee,
venue, event planner, performers and events.

I. Attendees
 Let me Speak – involvement of the guests/audience to talk and participate
in the event itself.
 Unplan - The report notes that attendees crave secrecy, serendipity and
impulse decisions. Planners will need to adopt tools and technology that
allow such unplanned experiences to happen.
 I am in control - giving attendees the opportunity to plan part of the event,
or decide what music to play or have food delivered right to their seats.
II. Venues
 Drag and Drop Venue - Venues with flexible spaces will be key. The
report says, “Making attendees feel drenched with the event requires a
flexible venue that can be reinvented to create immersive experiences.”
III. Event Planner
 Microlocation - Delivering a more targeted experience to attendees,
through the use of tools like beacons and Wi-Fi, will become increasingly
important in 2015-2016. Such tools allow a two-way interaction between
the attendee and the local area. Attendees are increasingly using mobile
devices to navigate event experiences.
 Reinventing Sponsorship - Reevaluate the way event sponsorship is
handled, because traditional methods are no longer working, according to
the report. “Drenching the attendee with the event means working together
with sponsors that are relevant, personal and add value,” the report says.
  Intelligent Feedback - Adopting new tools that better collect and analyze
attendee feedback will prove useful to event professionals. Find tools that
ask meaningful questions and analyze and report data intelligently.
 Offline Connectivity - Networking via social media is great, but it’s not
the be-all and end-all for building business contacts. Planners must organize
networking events that allow interactions to occur seamlessly offline.
IV. Performers
 Super Speakers - Speakers play a vital role — and that role is ever
expanding. They are now asked to be facilitators, instigators and community
leaders. Use tools that not only help speakers become better performers, but
also improve communications between the speaker and the audience, and
the speaker and the event professional.
V. Events
 Immersive Events - Creating memorable events means putting the attendee
at the forefront and engaging all five of their senses. As described in the
report, “Attendees are mesmerized and highly involved during the whole
event. That can only mean strong online and offline word of mouth.
VI. Attendees Engagement
 The involvement of attendees in the event success. Event interface to
engage attendees and create community pre-, during and post-event around
their brand, cause or product. It is no longer just about the event; it is about
creating community and engagement from the moment a participant signs
up.
VII. Security
 Safety and security of the event guest is one of the most important thing that
the event organizers taken care of. Planners increased awareness of security
best practices to prevent and prepare for any eventuality. Adaptation of the
new technology with regards to new security gadgets, equipment and
facilities are used to protect all the people involved in the event.
VIII. Participant Matchmaking
  Engagement of participants and sponsors in the event that happen usually
during tradeshows that connect the participants to the sponsors of the event.
This type of trend creates a win-win relationship that end up to higher return
of investment (ROI).
IX. Streamlined Tools
 It’s the connection of different event organizers/planners that link their
ideas on how to plan, prepare and create an impact on a specific event. At
the same it also helps one another to avoid uncertain things that may spill
over the event.
X. Bespoke Event Location
 The event venue is one of the things that highlight the event. Uniqueness
brings the creativity of the pop-up concept to events, creating one of a kind
event experiences in empty lots, warehouses and rooftops. It’s not a full-
blown trend yet, but it is gaining steam and people love it!

2. What are the major impacts of technology in the event marketing?

Answer:
The major impacts of technology in the event marketing are consist of the following:
a. It connect people from any part of the globe – thru the use of internet
technology event marketers can invite targeted markets to go on an event.
Posting invitation to social media is now easy like a snap of your finger.
b. It also help the event marketers to do web event – an event which can be
done online without the hassle of going to a place away from your home.
A web event saves a lot of money and reduce carbon footprints as it
reduce transportation from home to the event place, saves time and money
paying accommodation if the venue is far from your home.
c. It easy to know the demographics and segmentation of your target
customer – the use of property management software of event marketers it
is easier for them to pull-out records knowing their target markets are. The
information needed are already stored on the property management system
of the event marketers that is why they can develop new marketing
strategies for the target market they want.
d. It secured the market – the use of cctv and scanners on the event venue
helps the organizer to keep their attendees secured from the possibility of
theft, bombing and other unwanted uncertainties.
3. What is WEB event? What are the advantages WEB Marketing? What are the types of
events that can be delivered over the WEB?
 Answer:

A web event is essentially an event held in internet or online, this can be called a webinar
known as internet seminar or online seminar, web cast, web conferencing, e- learning seminar and
what it makes live and unique it specializes is, its live and educational events held live via a web.
Just like a real event, web event is like a live event, web event requires a time, a place a registration
a ticket and presentation and audience. Except there are no travel. No extra accommodation and
no catering costs, it is done online thru web at your place. Web event is invoked by all participants
in a web meeting. As technology expanded and more and easier represent type, as education and
communication has to be thought differently, for it to pay true learning and change. Education held
on the internet requires new systems, new ideas and more different methods of communication.
Web event via online or internet is not a piece of paper full of information’s as instead it is a venue
or place for us people can connect and come together to meet. Web event provides a speaker
contents and your branding. Both participant a speaker must have a computer and internet
connection, no download, no accommodation, no software, no airfare no catering online a just a
click on a web links to process and online viewing for web event. When running a web event, full
event cycle includes registrations, reminders, marketing’s and presentations event set up,
presentation development, a speaker liaison, technical support, recording and editing, evaluation,
post event reporting and certification.

Advantages of Web Event

 Web marketing can help and extend your brand

 Web marketing eliminates many of the costs customarily associated with
direct mail.
 It can begin making online sales in an interactive and secure environment.
 Posting (FAQ’S), you can provide easy access to commonly sought
information.
 Conducting a surveys and analyzing data's from the web visits,
transactions.
 Using the Web to publish information that has resulted from your event
 Web marketing advantages can help your event more successful more than you expect as it is
covered in a worldwide aspect. Web also presents exciting new opportunities for companies to
profile their customers. The interactive space of the internet simplifies a company's ability to track,
store, and analyze data about a customer's demographics, personal preferences, and online
behavior. Marketers have shifted their efforts online because it tends to be significantly less
expensive. Many online advertising spaces are free to use. Companies can upload videos to
youtube or start a blog for no cost at all. Less expensive. Establish credibility through quality
content. Repeat exposure to customer’s increases likelihood of a purchase. To help expand the
market for your business because the web is global. Web marketing is much more cost-effective.
Web marketing also does not require ridiculously large amounts of investment as what businesses
have done in the past with mass media marketing. Internet marketing channels are cheaper
compare to traditional media channels, and in many cases websites can generate traffic even for
free helps to extend your working hours since information about your business on the web can be
accessed anytime (24/7). You can combine email marketing with your web site. Has both audio
and visual features unlike some other forms (like newspapers, radio etc.) Promotes your business
and increase awareness of advertising. Real-time marketing tools can bring businesses more
benefits than other tools. Web marketing is characterized with real-time interactions that can
connect your business much more effectively with targeted customers. What you get are immediate
results for your marketing efforts. The results are above-average conversions to either leads or
sales every time a targeted customer visits your landing pages or websites. Some of web
marketing advantages are: broad and global reach. What is more important to business owners
and marketers than to get their products and services across to wide prospects base. With web,
online businesses, both medium and large-scale, are accessible to millions of online users. Your
advertisement reaches global prospects through various online marketing strategies like email
marketing, blog/content marketing, social media marketing, pay-per-click (ppc) advertisement.
Prospects translate to money and as such, the more reach your marketing claims, the more the
prospects. When numbers of prospects skyrocket, you have opportunity for more customers and
sales and you make more money which is the ultimate goal of every business. Highly adaptable
to multitasking. One of the core advantages of web marketing is the ability to attend to millions
of customers and consumers simultaneously. Once the infrastructure is efficient, huge numbers of
buying and selling transaction take place within your virtual estate without diminishing the
satisfaction of each customer purchasing various items. Residual and continuity effect. One of
the great benefits of web marketing is its inherent residual effects. Content marketing on websites
and blogs remains functional and working to promote your products and services years after the
marketing campaign to the content or products is over. E-book marketing produces long-term and
viral effects after the production. For instance, if you run a campaign to improve traffic to your
landing page, the residual power of such marketing remains effective years after the campaign
might have been stopped. All-hour based marketing. Web marketing is all-hour based. Your
marketing campaigns run 24 hours a day, 7 days a week. You aren’t constrained with opening
hours; neither are you to consider overtime payment for staff. Regional or international time
variation or difference doesn’t affect the availability or reachability of your online ad copy
campaign and offer. Anytime an individual opens a computer connected to the internet, he or she
tendency to see your marketing campaign as opposed to usual traditional offline marketing.
Customers search the products offered at their convenient time as long as they like – no hasten, no
fear of closing. The users own the opening and closing hours for shopping. Web marketing is
time-effective. Web marketing is fast and easy to start. You can set up a campaign at any time
convenient for you. For instance, email marketing which is one of the best web marketing
strategies can be set up in a matter of hours. Within few minutes, you set up the auto-responder
and start marketing even with a list of one subscriber. Automation versus delegation. Automation
versus delegation another advantage of web marketing is the power of easy, one-mouse-click
automation. In traditional offline business and marketing, marketers leverage the benefit of
delegating best hands for various tasks while web marketing has a better time-savvy opportunity.
That is the opportunity to get every aspect of your business fully automated. You search for the
best tool for your marketing campaign and all is done. You spend your time doing something else.
Convenient, easy and quick service delivery. Marketing in web is incredibly convenient. It has
easy accessibility. Consumers incur no cost in reaching the internet markets anywhere in the world.
This removes the cost of transportation to purchase goods across borders. It is a great plus to
importers as they make the online order right in the comfort of their home. Delivery process of
sale items can easily be tracked online. Consumers get digital downloadable products on a click of
mouse. What better experience is beyond shopping in the comfort of one’s room with a bottle of
juice on a table for refreshment. Follow up and after sales relationship. It is a common practice
in traditional offline market to see merchants giving their business cards to customers after sales.
Most times the customers, on such occasions, misplaced the cards. It is only when the need arises
for the service they begin to think where the card is, if the customers at all think of going back to
the seller. In web marketing, suppliers easily capture the email addresses of both the buyers and
the prospects. Instant transaction execution with digital payment service. Online transaction is
easily executed with digital payment service. There is no need to carry bulk cash along on the path
of both marketers & customers. Neither do they have to go for cheque clearance. All payment
processing solution of the transaction is executed by a third-party payment processing company
such as paypal. Pay per click search engine or social media advertising. For content marketing,
you can run a business blog alongside your business website to create a marketing mix to enhance
your marketing and advertising reach for your products and services. Similarly, you can integrate
a mobile marketing strategies with your email marketing campaign. You might also consider
creating ads of different format to target specific set of people and bring in much awareness. This
kind of advertising and marketing diversification in online marketing eventually produces
snowballing effect for the success of your online business. Benefit –easy, low-cost, hurdle-free
tracking. To have a standard measure of the cause and effect, every marketing campaign you take
has to be tracked. Web marketing affords you the opportunity to easily track every marketing
campaign. Let take for instance, pay-per-click (ppc) search engine/content campaign you lunched,
system tracking helps you know when the ads were clicked, who clicked it, from where it was
clicked, how long the users stay on your business site, what did they buy, to where did they
navigate and how they leave your site. The world wide web never sleeps and so does web
marketing, allowing business with little resources to sustain a physical 24-hour operations to
compete in the digital marketplace using web marketing tools that can run virtually 24 hours a day
and 7 days a week.

Events that can be delivered on Web

Different kind of event can be delivered thru web. There’s different kind of event that can be
delivered over the web, like Sports events like Sochi Olympics 2016 Live streaming. Another
example of sport is every boxing play of Manny Pacquiao NBA Play-Offs and UFC. Another one
is Pageants Like Miss Universe last January 2016. International Conference Meeting through web.
Educational training Programs, another one is Master’s Degree thru web offers. Webinar known
as web seminar or online seminar, web cast, web conferencing, e- learning seminar and what it
makes live and unique it specializes is, its live and educational events. Product Launch Events thru
web were there’s an online monitoring of consumer buyers. Web or Live Streaming Concerts.
Religious Worship and Concerts Thru Web or Online Streaming like for example the Papal Visit
Here in The Philippines. conventions, conferences, and seminars board meetings training sessions
and webinars social events. Election Events or Government Events Like the recent National
Election updates through webs. Casino International Events. Web Shopping and Sales. Culinary
Shows, Job Event Applications. Fashion Shows and Conference Meetings through webs as well.
All events can be viewed via web as the technology now was so dynamic and complex.

4. Explain the functions and strategic operations of both the supply and demand
components of event industry.
Answer:

Logistics Distribution

Packaging Consumption

A supply chain is a system of organization, people, technology, information and scars

resources involved to coordinate operations in the entire sequence of actions which lead to
the creation and delivery of a service. This becomes feasible through the supply chain
management which is the process starting from the demand of a service until it is delivered to
the end customer.
The supply chain of event management company consist of supplier, event manager, client,
customer
Supply Chain Management
A supply chain is a system of organizations, people, activities, information, and resources
involved in moving a product or service from supplier to customer.
Supply and Demand. These interlinked microeconomic terms are defined as being a model
for determining price in any given market which is relevant to the events industry, it is said
that the cost of the certain product will fluctuate until the point is reached where the demand
by the consumers is equal to the supply by the producers, in other words, supply and demand
are balanced until both parties find a price that they can agree on (Ball and Seidman 2011).
(Getz2007) argues that amongst the strong forces altering the face of the events industry
today are both supply and demand forces, Furthermore he suggest that they are dividing the
development of events, their continuous diversity and the ever changing way in which people
perceived them.

5. Identify at least three most common problems and consequently result in the failure of an
event experienced by the organizers? Explain.
Answer:
The three most common event problems and consequently results in the failure of an event
experienced by the organizers are the following.
a. The failure to attend the speaker because of an emergency condition. This problem during
events like convention, meeting and the like failed the organizers to deliver their promise
of quality, unforgettable and knowledgeable experience for the participants. A good
example that I can give is our convention during my last year in college that was the 3rd
annual convention of the college and because of uncertainties that our speaker for cruise
line industry was suddenly charged to hospital because of heart failure on his way to the
convention proper we failed our promise to give our participants a new knowledge and
information about the cruise line doesn’t meet and at the same time the real word
scenario that we want to give to our participants mess up. A memorable to all the fans of
____ when he didn’t come to the Philippines for the concert wherein it was announce
during the day of the concert that he can’t perform on his concert because of personal
matters, the organizers of the concert failed to push thru the event because the star
performer didn’t attend.
b. Fewer number of confirmed participants/delegates. When the cost of the event does meet
the number of targeted market, the event that was being plan for months failed to push
thru because there are few number of participants that cannot cover or break-even the
expenses used in marketing the event. In connection to this event organizers move the
event date of the event to persuade the market once again to come on the event. When the
event organizers meet the designated number of participants that is just the time to go the
event but if moving the event and marketing didn’t work out that is the time where they
cancelled the event. An example of this is when the concert of _____ cancelled because
of limited number of participants they move the date of the concert.
c. Failure to keep a truck of changes to the scope of the event.

Risk management
Failure to allocate right resources with the right skills
Failure to keep a truck of changes to the scope of the event