event mgt.pptx

POOJA RANA (ATM GLOBAL BUSINESS SCHOOL)

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Event Management

Setting the Tone

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

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5Introduction & Perspective

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.

The event management sector in the country has been in the forefront of everybody’s 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

Leisure events e.g. leisure sport, music, recreations

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

Personal events e.g. weddings, birthdays, anniversaries

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

CorporateEvents

PersonalEvents

CulturalEvents

LeisureEvents

Events

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Lets define Event

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

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


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Lets define Event Management

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


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CEO Speak

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 yearsIn Mktg or Production

Areas

EM teaches to planand coordinate with lotOf vendors ,networking

& calling the shots

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

•EM is all about whacky ideas

•There should always be back up

CEO SPEAK


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5 C’s Of Events

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


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A Peep Into an EMC’s Services

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

Coordinate ads, publicity and PR actually for events

Design, development and manufacture of quality merchandising

Secure relevant permission and licenses for events

Management of travel, freight movement and hospitality

Source and provide audio and video recording facilities including crew

Extensive networking

Dissection of 5 C’s

Conceptualization

Creative Idea Ambience

Costing

ROI Production Cost

Canvassing

Sponsors/Customers

NetworkingPartners

Customization

Tweaking to objectives

Brand Personality

Carry out-EVENT

Initial Final

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Why Events?

Proliferation of media 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

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

Image Building

Creating &Maintaining

brandIdentity

Blend ofPersonality

Of client and TG

RepositioningOf Brands

IntimateEnhancements

RelationshipBuilding

Market research

RejuvenateBrands in

PLC

CreatingAwareness

Events Helps In Brand

Building

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Why Events?

By encouragingTwo way

communication

ByBreaking the

clutter

HelpsTo focus

The TargetMarket

Helps to implement

Marketing Plan

By authentic test marketing

Increasing customer

Traffic in storesEnabling sales

promotions

Enabling relationship

And PR

Sales team motivation

Instant publicity and sales

Recruitment Of sales rep

And distributors


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6 Key Elements of Events

Venue

MediaClient

TG

EventInfrastructure

Organizer

Event


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Event Infrastructure

Core Concept

Core people-Performers,

actors,influencers

Core talent-Performer exhibits

Core Structure-

The organization

hierarchy

Target Group-The heart beat


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Lets Dissect Them-

Market Research

My category-Core

strength

Target Clients

Event Organizers-

WE

ClientsObjectives

Introspection

Background Check and Negotiations

Merchandising and location Points

Preparation and Post Event Follow-up


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Event manager

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 company´s message across a public are needed in order to make the event effective.

http://en.wikipedia.org/wiki/Audio-visual


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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

Thanks20


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event mgt.pptx