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Event Management

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Setting the Tone

The Spirit of Events in Pictures...............

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Introduction & Perspective


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Event

management, the most profound form of advertising and strategic marketing tool, is a glamorous and thrilling profession In the last 10 to 15 years, there has been enormous growth in the event management industry. Event management is generally outsourced Almost 500 billion US dollars (USD) are spent annually on planned events around the world Immense work pressures, long hours of work quite often outside regular business hours, are all part and parcel of achieving a rewarding outcome in this field.
POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

The event management sector in the

country has been in the forefront of everybodys focus with the growing importance of marketing communication Event management Industry referred to as Live Entertainment is a fast growing and rapidly evolving industry More than 2000 companies have forayed into events. The early 90s has seen events spend at a mere 20 crores but now it has increased to over 2000 crores. But surprisingly, research showed that there was no formalized education to teach event management Today it is much more professional and more organized sector than a decade ago.

The 4 Avatars of Events


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Leisure events e.g. leisure sport,

Leisure Events

music, recreations

Cultural events e.g. ceremonial, religious, art, heritage, and folklore

Corporate Events

Events

Cultural Events

Personal events e.g. weddings,


birthdays, anniversaries Corporate events e.g. commercial, political, charitable, sales, product launch

Personal Events

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Lets define Event


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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 like Birthday party, Graduation day, Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc Education and career event like education fair, job fair, workshop, seminar, debate, contest, competition etc. Sports event like Olympics, world cup, Marathon, Wimbledon, Wrestling matches etc
POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Entertainment event like Music

concerts, Fairs, Festivals, Fashion shows, Award functions, Celebrity nights, Beauty Peagents, Flash mob, Jewellery shows, Stage shows etc Political event like Political procession, Demonstration, Rally, Political Functions etc Corporate event like MICE (Meetings, Incentives, Conferences, Exhibitions), product launches, road shows, buyer-seller meet etc. Religious event like Religious festivals / Fairs, Religious Procession, Katha, Pravachan, Diwali fair, Dusherra fair etc. Fund raising/ Cause related event

Lets define Event Management


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Encompasses all activities involved in planning, organizing, staffing, leading and

evaluating an event, venue selection, stage design, infrastrutre,laison with artists, performers, networking, advertising,PR ,tickets sales etc.
If an event is managed effectively and efficiently , it can be used as a very powerful

tool to launch or market a product or service.


It requires certain core values to be deployed to every element , process and

decision to justify professional approach .


IPL, Femina Miss India, Freshers Day etc

A lot can go wrong in the world of event management. But what's cool is that you get to manage it all and set it right! Event managers conceptualize and execute events from start to finish

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

CEO Speak
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Events are specialized and Demand special skills to produce the show. Salaries range from 10k-20k in the first year and go up to 50-75k in 3 years In Mktg or Production Areas

EM is all about whacky ideas There should always be back up

CEO SPEAK

In EM, one can focus at: Creative side Marketing Side Production and Technical side

EM teaches to plan and coordinate with lot Of vendors ,networking & calling the shots

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

5 Cs Of Events
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CONCEPTUALIZATION-(Initial to final) COSTING

CANVASSING
CUSTOMISATION

CARRY-OUT TO THE EVENT


*Canvassing is the systematic initiation of direct contact with a target group of individuals commonly used
POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

A Peep Into an EMCs Services


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Coordinate ads, publicity and PR Promote and produce international

and domestic concerts Provide staging ,lightning, sound for concerts Production services, including stage magmt and event management Own and operate state of the art 50 watt yag laser with four remote head and fiber optic cables Provide dedicated EM services to corporate sponsors Creative integration of sponsor branding and entitlements on events Production of TV specials

actually for events


Design,

development manufacture of merchandising

and quality and

Secure

relevant permission licenses for events of travel, movement and hospitality

Management

freight

Source and provide audio and video

recording facilities including crew


Extensive networking

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Dissection of 5 Cs
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Conceptualization

Initial

Final

Costing

Creative Idea

Ambience Carry outEVENT

ROI

Production Cost

Canvassing

Customization

Sponsors/ Customers

Networking Partners

Tweaking to objectives

Brand Personality

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Why Events?
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Proliferation of media

Creating
Awareness Rejuvenate Image Brands in Building PLC

Traditional ways are moving from growth to maturity stage


Cut throat competition

EM is though in nascent stage but graduating to as strategic marketing tool Creating &
Maintaining brand Identity

Enhances the sensory experience Reinforces brand image Increases mileage Brings lot of exclusivity

Events Helps In Brand Building

Market research

Blend of
Personality

Of client and TG

Relationship Building

Repositioning Intimate Of Brands Enhancements

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Why Events?
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Helps to implement Marketing Plan By authentic test marketing Enabling relationship And PR Sales team motivation Increasing customer Traffic in stores Enabling sales promotions

By Breaking the clutter

Helps To focus The Target Market

By encouraging Two way communication

Instant publicity and sales Recruitment Of sales rep And distributors

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

6 Key Elements of Events


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Organizer

Venue
Event

Event Infrastructure

Media Client
POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

TG

Lets Dissect them16

Event Infrastructure

Core Performers, Core talent- StructureCore Concept Performer The actors, exhibits organization influencers hierarchy
Core people-

Target GroupThe heart beat

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Lets Dissect Them17

Clients
Objectives

Target Clients

Introspection
Background Check and Negotiations Merchandising and location Points Preparation and Post Event Follow-up
Market Research

Event OrganizersWE
My category -Core strength

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

Event manager
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The event manager is the person who plans and executes the event.

Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an 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. An event architect is an event manager that becomes involved at the early initiation stages of the event. Specially for larger public events, at the initiation stage, the event architect needs to make crucial choices and decisions related to the creative concept and design of the event. In depth technical design knowledge and full understanding of how to communicate a companys message across a public are needed in order to make the event effective.
POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

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If the event manager has budget responsibilities at this early stage they may be

termed an event or production executive. The early event development stages include: Site surveying Client service Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & safety First aid services Environmental and ecological management Risk management

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

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Thanks

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

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