Event Management

By, Preeti Jog

Overview

The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc.

Events and festivals, such as the Asian Games, have a large impact on their communities and, in some cases, the whole country.

Overview

The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business

people.

Event Management
Event management is the application of project management to the creation and development of festivals, events and conferences.

Event Management

Event management involves studying the intricacies of the brand.

Identifying the target audience,

Devising the event concept,

Planning the logistics and Coordinating the technical aspects.

Event Management

Before actually executing the modalities of the proposed event.

Post-event analysis and ensuring a return on

investment have become significant drivers for the

event industry.

As an Industry:

Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly.

Surprisingly, there is no formalized research

conducted to assess the growth of this industry.

As an Industry:

The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and seminars as well as live music and

sporting events.

The logistics side of the industry??Two different industries.

Objective of Event:
Many industries, charitable organizations, and interest groups will hold events of some size in order to :

market themselves,
build business relationships, raise money or celebrate.

Services of Event Management Co.

Event management companies and organizations service a variety of areas including 1. corporate events

(product launches, press conferences, corporate

meetings and conferences), 2. marketing programs (road shows, grand opening events),

Services of Event Management Co.

3. Special corporate hospitality events (concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial

events,)
4. Private (personal) events (weddings, Bdays and bar mitzvahs.) **

Services of Event Management Co.

Clients hire event management companies :

To handle a specific scope of services for the given eve

Which at its maximum may include all creative,

Technical and logistical elements of the event.

Or just a subset of these,

Depending on the client's needs, expertise and budget

Services of Event Management Co.

to create and regularly update a budget and project plan, research locations including zoning, noise or other ordinances,

other scheduled activities that might intrude on your

event.

Services of Event Management Co.

Find and secure the necessary facilities, negotiate vendor contracts, design the layout& dcor of facility, select (with clients

approval)

oversee the caterer and menu, and arrange for entertainment,

Services of Event Management Co.

invitations, and accommodations for your guests. coordinate staff and volunteers, arrange publicity,

answer questions, solve problems, and

always, always, keep the client informed.

Products
EVENT MANAGEMENT SERVICES Road shows. Exhibitions & Trade Fairs. Product Promotion. Brand & Product launches. Corporate Events. In Shop Promotion. Stage Decorations. Seminars. Stall Design & Fabrication. Lead Tracking. Hoardings Bus Panel Advertising Cinema Slide Advertising Print Advertising Electronic Media Advertising TV Advertising Outdoor Advertising Radio Advertising**

Event Manager

The event manager is the person who Plans and executes the event. Often behind-the-scenes running the event. Involved in more than just the planning and execution. Brand building, marketing and communication strategy. Expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession. **

Event Manager
(At Early Stage) If the event manager has budget responsibilities at this early stage they may be termed an event or production executive. The early stages include:

Site surveying Brief clarification Cash flow management Procurement Site design Health & Safety**

Client Service Budget drafting Supply chain identification Scheduling Technical design

Event Manager
An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are: Health & Safety Logistics Sound Video Security** crowd management, Rigging Light Detailed scheduling

Technology
Event management software companies provide event planners with software tools : to handle many common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floor space. **

Event Classification:
Events can be classified into four broad categories based on their purpose and objective:

Leisure events e.g. leisure sport, music, recreation. Cultural events e.g. ceremonial, religious, art, heritage, and folklore. Personal events e.g. weddings, birthdays, anniversaries. Organizational events e.g. commercial, political, charitable, sales, product launch, expo. **

Exhibitions & Conferences

In todays world of communication driven business, its essential that your target group is addressed directly. Exhibitions & conferences are one of the fastest and most costeffective means of exploring and entering new export markets, gauging the customers reactions vis--vis your products enhancing your brand equity. **

Exhibitions & Conferences

Experimentation is the name of the game. Each year you need to introduce new ideas and concepts into your show organization and production. Change doesn't have to be drastic; small subtitles can make the difference, especially when you implement ideas supplied courtesy of your exhibitors and attendees. Make sure that you communicate these changes. Listen to customers suggestions. **

Event Promotion Techniques

If you build it, they will come." Even the most well-conceived events need a powerful promotion campaign to fill seats. how not to.

Wedding-style invitations:But they also need much more than that to decide whether your function offers enough benefit to warrant taking time from their busy schedules. Postcards: You'll need much more space to hammer home how your target audience will profit from attending. Ads: These can be enormously expensive on a cost-perattendee basis. **

Event Promotion Techniques

what does work-if used judiciously. PR: Send press releases about your event to local business publications that publish event calendars. for a bigger bang, enlist the business publication as a cosponsor. That will likely give you more coverage, both pre- and post event. Direct mail: research shows that long copy, separated into readable chunks with bullet points and subheads, is almost always more effective. The more information you can give a prospect about your offer, the more likely he or she is to bite.

Pass every piece of communication through this filter. **

Event Promotion Techniques

E-mail: E-mail is a popular way to promote many types of events, especially webinars. corporate spam filtering, as little as 30 percent lands in the recipient's in-box Be sure that the addresses are valid. And consider following up through some other method such as phone or letter. Tele marketing: in your pre-event promotion. After you've sent out letters and e-mails, call VIPs who haven't responded. Also confirm with key people the day before the event, and let them know you're looking forward to seeing them. **

Event Promotion Techniques

"gimmicks and giveaways" off this list Iie bribe, to fill seats. when the audience is so select and hard to reach promise and announce RSVP Exclusive and expensive gift

"when. is vitally important that you hit your target audience repeatedly with your message. **

Event Promotion Techniques

Two months out: Send a "mark your calendar" message One month out: listing all the reasons and booking. Two weeks before: similar to the one above. One week out: waiting to hear from VIPs, start telemarketing. The day before: Call and send out an e-mail reminder with the date, time, and directions. After the event: Thank each attendee, by mail or by phone, for coming. **

Event Promotion(Before the Event)

1. Define and select your target audience. message directly to the needs, concerns and interests of your prospects. 2. Media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. 3. Find out which publications are planning a show edition and their deadline for press releases. 4. Build a working relationship with the press. Get to know the editors and writers.

Event Promotion(Before the Event)

5. Editors want timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, including celebrities you have coming to the show. 6. Investigate other media possibilities not covering the show who might still be interested in information. newsletters; cable television or local talk radio programs. 7. Understand the dos and donts of press kits. A press kit should include interesting and timely information. 8. Minimize your press kit information so that it is lightweight and easy to fit into a bag. 9. Reserve press conferences for major announcements, new product introductions.

Event Promotion(Before the Event)

10. Post your press kit online to make your company news available to the media, industry experts and consumers before, during and after the event with Online Press Kits from PR Newswire. 11. Mail, broadcast fax or e-mail press releases about your product/service focusing on whats new. 12. Arrange interviews with editors several weeks prior to the show. The media will usually decide at the last minute whether or not to attend. Continue to send them updated information and photos so they remember your company name. 13. Have a plan in case a crisis occurs immediately prior to the show, 14. Use your website to display useful advice as well as promoting your show participation.

Event Promotion(During the Event)

Keep the press office well-stocked with your press kits. Also keep some press kits in your booth in case the media stop by. Have a media spokesperson in your booth at all times, even over the lunch hour. easy-to-understand, nontechnical terms. Keep show management informed of newsworthy information. Heighten visibility and create positive publicity through sponsorship opportunities. Various media covering the event may automatically include sponsors names. Use newsletters, special reports, audio cassettes, books/booklets, or computer discs/CDS as effective giveaways. n.

Event Promotion(After the Event)

Send post-show press releases reporting trends, statistics or information on significant newsworthy information/orders that resulted from the show. Collate all publicized articles and media coverage before, during and after the show, and send them to top management and your sales force. Include the best articles in mailings to customers and prospects. Create a state of the industry report send it to prospects/customers responding to a post-show mailing. Send your customers and key prospects an audiocassette tape of your presentation or interesting interviews that took place during the show. Include valuable show information in your company newsletter.

Conclusion A well-executed promotional campaign will help your event pay off