Special Events

Tiffany Pounds
BADM 633-IMC
Summer 2016
Professor Angela Harris, MBA-MM

Special Events
Event planning has been around since the

beginning of time however the industry

began in the mid 1980s
Types of events include:
Weddings
Conferences
Social Gatherings
Festivals

Special Events
A special event is any event that is used to

promote a product, service, or gathering

Special events are used to introduce an
audience to a specific product or service
Success of an event can be measured in a
number of ways specifically determined by
the event planners
The objectives of the event can vary
greatly depending on the goals of the
organizers

Special Events Management

Role

Advertising
Target Market Information
Strengths and Weaknesses
Examples

Advertising
Strengths

Specified Target Market

Small or Large Group Marketing
Increased Sales
Brand Visibility
Promotion Continuation

Weaknesses

Market Too Specific

Loss of Clients Outside of Target

Market
Lack of Attendance
Failed Promotion

Negative ROI

Target Market
Target markets vary based on the event

type and what is being promoted

The reach and cost of the event is also
determined by the event type and the
ultimate objective
Success can be measured by the number of
sales of the product after the event or by
the number of event attendees at the
event
Example- Essence Music Festival

Essence Music Festival

Advertisements

Essence Music Festival

Advertisements
Website Flyer

Lineup Flyer

Essence Music Festival

Advertisements

Technology

Technology
Technology has greatly changed special

events
Events planning now include social media
platforms and the hosting of live events
In the past an event had to be held at a
location but now attendees can attend an
event virtually
Event planners use: YouTube, Periscope,
Skype, Google Hangouts, Podcast and
many other applications to host and
promote events

Industry

Industry Associations
ISES- International Special Events Society
ILEA, formally the International Special Events Society, was founded in 1987 to
foster enlightened performance through education while promoting ethical
conduct. ILEA works to join event and meeting professionals to focus on the
"event as a whole" rather than its individual parts. ILEA has grown to involve
over 5,500 members active in over 50 chapters throughout the world. The solid
peer network ILEA provides helps special events professionals produce
outstanding results for clients while establishing positive working relationships
with other event colleagues.

Special Events Institute

The Special Events Institute is a program that offers courses on how to become an
event planner. Networking events are also hosted to introduce event managers
to others in their field

Industry Trade Publications

Industry Trade Publications

Vault
Special Events Magazine
Biz Bash

References

About ILEA. (n.d.). Retrieved from http://www.ileahub.com/ilea/about-ilea

The Economic Significance of Meetings To The U.S. Economy. (n.d.). Retrieved from
http://www.ileahub.com/docs/ises-communications/isesinfographic_4ap2014_final.pdf?sfvrsn=2
Education Fundas. (2012, September 4).Skills required to become an event
manager[Video file]. Retrieved from https://youtu.be/BOTUQRwLCOA
essence music festival 2016 - Google Search. (n.d.). Retrieved from
https://www.google.com/search?
q=essence+music+festival+2016&espv=2&biw=673&bih=578&source=lnms&tbm
=isch&sa=X&ved=0ahUKEwjDyc3RjbDNAhVH4mMKHSrjD44Q_AUICCgD#imgdii=9YE
UTCJWVSeXvM%3A%3B9YEUTCJWVSeXvM%3A%3BttAM_icC1N1I8M
%3A&imgrc=9YEUTCJWVSeXvM%3A
Essence. (2016, June 3).InstaJam With Faith Evans | 2016 ESSENCE Festival[Video
file]. Retrieved from https://youtu.be/YPRVCqOcyBU
Essence. (2016, June 15).Money & Power Expo | 2016 ESSENCE Festival[Video file].
Retrieved from https://youtu.be/EX_0fYKDYhM
Woodward,M. (2016, June 9). 5 Event Planning Skills You Need for Success. Retrieved
from http://eventplanning.about.com/od/eventplanningbasics/fl/5-Event-PlanningSkills-You-Need-for-Success.htm