EVENT MANAGEMENT

Presented By:-
Shrikant Panikar
Amit Kumar Pathak
Anup kumar Gupta
Ankit Jain
Hemant sharma
Jeetendra kumar
 Introduction
 Event management is the application of the
management practice of project management to the
creation and development of festivals and events.
 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 before actually executing the
modalities of the proposed event.
 Event management is considered one of the strategic
marketing and communication tools by companies of
all sizes. From product launches to press conferences,
companies create promotional events to help them
communicate with clients and potential clients. They
might target their audience by using the news media,
hoping to generate media coverage which will reach
thousands or millions of people. They can also invite
their audience to their events and reach them at the
actual event.
 Categories of Events

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.
Purpose of organizing
an event
 Purpose of organizing an
event
 Events that are run to raise money need to
be very carefully planned; for every
successfully run event, there is one that
has lost money.
Be clear on the purpose of the event:

 is it to raise as much money as you can;

 to raise the public profile of the organization;

 to attract supporters for the organization;

 a‘ thank you’ for your existing supporters

and volunteers?
 Whatever the purpose, the event must give
enjoyment in return for money.
 The organization provides the purpose for
the event.
 It attracts the involvement of those who
believe in the aims of the organization.
 The reputation of the organization can
greatly affect participation of the
performers.
 The support which VIPs and celebrities
give to the organization can help to
generate publicity for the event and
can also attract sponsors.
 Advantages and
disadvantages of fundraising
 Advantages: events
 The event can be selected and developed to maximize
your organization’s resources and objectives.
 Large and small financial needs, and short- and long-term
funding can be secured through the successful
implementation of an appropriate event.
 The event can be local and community based, national, or
even international.
 An event presents great opportunities for publicizing the
organization and cause.
 An event provides a focus and opportunity to involve your
supporters.
 People enjoy attending events and through them you can
attract new supporters.
 Events provide opportunities to widen your network and
seek sponsorship.
 Disadvantages:
 • Events require good leadership and
organizational skills.
 • There are many things that can go wrong,
often beyond your control. Some events
are plagued by Murphy’s Law, “what can
go wrong will go wrong”.
 • As well as making money, you can actually
loose money in running an unsuccessful
event.
 • There is the potential for bad and
damaging publicity if something seriously
goes wrong.
Questions to consider before
planning an event:
 What are the objectives (both primary and
secondary) of the event?
 What is the benefit to the organization?
 Are there achievable budgets and results?
 Does the concept have the support of your
Board or Head Office?
 Do you need to test by running a pilot event?
 What is the division of roles and
responsibilities?
 How can the event be monitored?
 How will the evaluation be carried out?
Key Elements of an event
 Whatever the event, there are four principal
elements:
 • your organization
 • publicity
 • performers
 • sponsors.
 These four elements are interdependent; if
you change one, it affects all of the
others. Each of these elements has
something to give and something to gain.
If you can get all four working in harmony
then you will have a successful event.
 Publicity


 The media are in the business of covering news

and reporting on local and current events.
They may have an interest in covering your
event. The amount of press, TV and radio
exposure you receive will depend on how
genuinely newsworthy the event is and how
creative you are in generating media interest.
If you cannot secure sufficient “free” media
coverage then you will have to pay for
publicity, usually in the form of press and
poster advertising. To ensure an audience or
participants, you may have to invest in at
least some paid advertising. Clearly the
performers and sponsors will have their own
reasons to wish to see good media exposure
before, during and after the event.
 Performers
 The performers are those people upon
whose skills and appeal the event is
centred: the band that is booked for the
rock concert; the auctioneer and
auction house undertaking the sale; the
teams who will play in the charity
sports event, etc. They have much to
gain by participating in your event – it
may be a professional fee, media
coverage, goodwill, enjoyment and
team-building opportunities.
 Sponsors
 Corporate sponsors may be willing to
support your event, especially if they
believe that they can get good
publicity, generate goodwill, associate
with your worthy cause, access VIPs
and royalty, and be seen to back a
winning event. Sponsors can be asked
to underwrite part or all of the costs of
running the event. The nature of the
event will also have an effect on the
decision of the sponsors.
Marketing Mix of Event
 Marketing Mix – the 5 Ps
When planning an event you must think of


the

 Twelve steps of event
organizing
1. Type of event
2. Venue

3. Day/date/time.

4. Permission and assistance.

5. Budgets.

6. Design and printing.

7. Publicity.

8. Prizes/awards/incentives.

9. Helpers.

10. Administration.

11 . Planning and ‘on the day.

12 . After the event.

 Concept of promotion
 One of the most important aspects of
event managements is promoting and
marketing the event. And advertising
as a tool cannot be underestimated in
event marketing & event promotion.
Almost every event, except for the
private parties and events have keep
aside a budget to cover advertising
costs. And those involved in event
marketing & event promotion need to
first analyze what type of media would
reach their target audience.
Implement the Promotional
Mix
 The four parts of the promotional mix
 Advertising
 Sales promotion
 Personal selling
 Public relations/publicity

Chapter 11 19
Advertising through road show& Media

Advertising

TV Newspape Web- Radio Road

r& Site show.
Magazine
Anil, Sonam team for television commercial

Actor-producer Anil Kapoor

teams up for the first time
with his actress daughter
Sonam. The father-daughter
duo will be seen together on
the small screen for a
commercial for German
luxury brand Montblanc.
RELIGARE Media Coverage
Highlights
Promotional Materials used in
Events


 Sign (or sign board)

 LED Display
 Electronic Signage
 Projector.
 Scroller.
 Canopy.
 Kiosk.
 Pricing an event
 Here's How:
 Track site rental costs. As you plan the
event itself and as you meet with your
venue sales manager, track all projected
rental fees for the event and function
space, housekeeping, baggage handling,
and related expenses.
 Estimate catering costs. This includes all
food and beverage charges, including tips
and gratuities -- which can account for up
to 30%.
 Document transportation charges. This
includes shuttles, coaches, event
transfers, and any related expenses.
 Add decor expenses. Most events include
expenses for decor, such as centerpieces,
florals, tent rentals, etc. This is where you
list those costs.
 Document entertainment & equipment
fees. Common expenses in this category
include the A/V equipment, but it's also a
good spot to list honorariums to speakers
or if you are hiring entertainers.
 Summarize printing charges. Several
small item charges actually combine to
make a larger expense line item. These
include invitations, name badges, program
booklets, event signage and banners.
 Line item for gifts. One of my event rules
is to never allow a guest to leave empty
handed. So, whatever gift or gifts you
provide, track the cost for them
separately; you'd be amazed at how much
these items can cost.
 Identify activities expenses. If your event
includes activities such as golfing, tennis,
spa, rafting, biking, or other activities, you
will want to note the cost of these fees
separately. I suggest summarizing the
total cost in your spreadsheet and
attaching a breakdown.
 Post other expenses. If an expense
doesn't fall into any of the above
categories, I tend to list them as a
 Give yourself a contingency fund category.
Depending on the size or complexity of an event,
you may want to give yourself as much as up to
20% of the event budget here. Despite the best
planning, charges are going to exceed projected
plans with expenses that you never consider. This
will keep you from going over budget every time.
 Summarize projected expenses. As you build your
event program, you will have a good projection of
the total expenses. This is the information that I
will share with my event client to make sure they
are aware of the event budget so that there aren't
any surprises later on.
 Summarize actual expenses. This happens after
the event has concluded. I will subtotal the
invoices into the above 10 categories and
document the actual budget. If extremely
favorable, I will identify savings in actual budget
vs. the projected budget, demonstrating the