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Social Media & Interactive Marketing Social Media & Interactive Marketing ManagementManagement

2013-2014

by: David Chelly

Event management and sponsorship

Copyright © Postenergie Espagne SL

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Your lecturer: David ChellyYour lecturer: David Chelly

@: davidchelly@energie-online.fr

2006 - website publisher 1995-2006 - Consultant and

professor specialized in Eastern European business

Ph.D in Management SciencesPost-graduate diploma in Finance Degrees in Sociology, Money and Banking, Law, Accounting

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Aims of the courseAims of the course

This course provides students with information and insights about event and sponsoring management.

It focuses on modern techniques, especially those using the internet and/or used by web companies.

Methods: The course is a workshop-oriented class, designed for active participation.

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AssessmentAssessment

Participation (30%): In class activities and contributions to the class. - Case Study: Event presentation (20%): This assignment involves an

in-depth investigation of a major special event and an oral presentation (15 mn) + written report (5-10 pages + appendix).

- Final Project - Event Business Plan (50%): This assignment simulates the planning and carrying out of an event.

The case study and the final project are conducted in groups of 3 to 4 people, if possible including at least a French and a foreign student.

The case study and the final project need to be related to the web: event (partially) conducted online, event management for a web company, etc.

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Outline of the courseOutline of the course

The context of event management & sponsoring Main types of events Marketing events Event management and PR operations Event management in an international environment Sponsorship and the economic impact of events for the

stakeholders (destinations, brands, etc.)

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QuizzQuizz

What nowadays’ big thing has direct consequences for event management– Big data

– Augmented Reality and RFID

– Semantic web

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Who is the world leading event management service ?– Amiando

– TicketMaster

– Eventbrite

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Who is the reference of cross-cultural communication (polychronic vs. monochronic cultures, hi-context vs. lo-context cultures, relation to time and space, etc. ?– Abraham Maslow

– G. Hostede

– E.T. Hall

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A webinar is : – A web conference shared with remote locations

– an online course aimed at unlimited participation and open access via the web

– A collaborative workshop tool

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General context of event management and General context of event management and marketingmarketing

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A well performing sectorA well performing sector

Event management has recently become a real communication tool General growth in the main world markets (USA, India, China,

Brazil…) and limited growth in Europe

To go further:

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Meeting planner named a

Top5 job in 2013 by

CareerBuilder

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Advertising figures in Advertising figures in France in 2013France in 2013

Situation in France– Stagnation for the event

management sector and small growth for sponsorship

– 650 event agencies, suffering from the economic crisis

– Political will to develop event management, but a limited competitiveness

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New trends for marketingNew trends for marketing

A reduced effectiveness of traditional promotional methods Why ?

fragmentation and saturation of conventional media channels

 Event management is compatible with the new trends for marketing

– Guerrilla marketing

– Experiential marketing

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Guerrilla marketingGuerrilla marketing

Unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget

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Experiential marketingExperiential marketing

Cross-media promotional activity which encourages two way interaction and direct physical immersion into a brand

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Main types of eventsMain types of events

Definition: a public assembly for the purpose of celebration, education, marketing or reunion.

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Types of eventsTypes of events

– Social / life-cycle events (birthday party, wedding, anniversary…)

– Education & career events (job fair, workshop, seminar…)

– Sport events

– Entertainment events (concerts, fairs, festivals, fashion shows, flash mobs

– Political events

– Corporate events (MICE for meetings, incentives, conferences, exhibitions), product launches, road shows

– Religious events

– Fund raising / cause related events (auctions…)

– webinars and other virtual happenings

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Why organizing an event?Why organizing an event?

Event Management is a different way of promoting a product, service or idea.

– Promote, launch or market a new product or service

– enhance a company's brand image

– increase company's sales,

– promote a social cause

– Good for corporate culture

– Tax reasons

– For digital companies, create a physical link with customers

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Event marketing agenciesEvent marketing agencies

Three main types of actors:– Subsidaries of leading communication agencies : Publicis Events

(Publicis Groupe, Havas Event (Havas) , Le Public Système PCO / Sagamartha (Public Système Hopscotch) , Connect Factory (Aegis Group)

– Generalist independent agencies : Australie, LA Washing , SDT Events…

– Professional congress organisers : integrated services (GL Events), business trips (Equatour Voyages), incentive (Jet Stim), sport events (Eventeam), trade fairs, (Event International)

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Clients for event marketingClients for event marketing

Companies Local authorities

– Impact for business & tourism NGO Case study >> TENCENT

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ResourceResource

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Exercise (groups of 4/5)Exercise (groups of 4/5)

Tencent is thinking about organizing a special event to mark its arrival into the French market– Before entering into negociations with your advertising agency, the

reprensative for Tencent Europe asks you to suggest an event, an approximative budget, and 10 key-measures to realize and promote it.

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Event marketingEvent marketing

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Event marketing in the digital ageEvent marketing in the digital age

Traditional methods: – media advertising (press / TV / radio…) : see the rates >>– Direct marketing : post mails and emails, door-to-door, point-of-

sale marketing, couponing, offering free gifts and other incentives

– public relations (journalists, influencers…)

Technological innovation has allowed us to take event marketing beyond traditional tactics such as passing out flyers to methods that are more creative and far more effective.

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Online toolsOnline tools

The web is essential to : – promote an event

– Tell a story

– Prepare the audience for further events

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Marketing events through the webMarketing events through the web

Set up a custom landing page that focuses on nothing but the affair at hand Domain vs subdomain

Email campaign (text, images, video..) to inform about the importance of attending and engage in a variety of ways.

Traditional webmarketing techniques: search marketing, display, social media, affiliation…

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A few tipsA few tips

To incentivize registration: create a special offer or discount that sweetens the deal (coupons)

A well designed incentive program can not only help you boost attendance for upcoming events, it also generates buzz

More: offering of rewards, follow up, gather feedback, share your success (newsletter, blog, etc.)

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Online tools (assessment)Online tools (assessment)

Planning an event with EventBrite Google+ Events, Facebook event page, Doodle, etc. Cross-cultural advice for organization an event in… Collaborative workshops tools : Google Drive, Diigo, Teamviewer,

etc. Planning a Flashmob Webinars : goals, tools, successful examples

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Event managementEvent management

“The process of analyzing, planning, co-ordinating, staging and evaluating an event.”

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Social mediaSocial media

Hybrid of physical and digital engagement– A live event, plus “SOLOMO” (mobile, social, location-based services)

enables event engagement to begin virtually, before the event. • Facebook fan page, status updates, and Facebook apps. • Twitter, LinkedIn, Viadeo, Xing…

– If the social engagement online is so powerful, why bother with the live event at all? 

• “The more digital we go, the greater the need for in-person interaction,”

No one really knows where this is going, but what is clear is that it is important for organizations to utilize the technology to remain “current”

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People involved in supporting an eventPeople involved in supporting an event

The following people are involved in supporting an event: - Organizers (principal sponsor, co-sponsor, associate sponsor…) - Sponsors (venue sponsor, gift sponsor, catering sponsor…) - Partners (media partners providing space, promotional partners

doing publicity, logistic partners, Academic partner…) - Clients - Supporting Agencies (government or private) These people can either be an individual or a company. They either

finance the whole event or some of its part or provide some service either at subsidized rate or for free

This part will not be developped. In practice, it needs to be subcontracted

Event Management Job StructureEvent Management Job Structure

1. Administration

2. Technical Services

3. Operations

4. Hospitality

5. Marketing and Communication

6. Special Services

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Event Management: HREvent Management: HR

Depends on size and scale of the event– Event manager / event planner (very hard job, which needs a lot a time

flexibility)

– Event coordinator

– Information manager

– Logistic manager

– Security manager

– Infrastructure manager

The Event Planning ProcessThe Event Planning Process

Although not an exhaustive list, planning an event involves:

Participant RecruitmentParticipant Recruitment Medical Service PlanningMedical Service Planning Facility / venue logisticsFacility / venue logistics Ticketing / Box Office Ticketing / Box Office

ManagementManagement Food Service ManagementFood Service Management Marketing & CommunicationsMarketing & Communications Public RelationsPublic Relations Volunteer RecruitmentVolunteer Recruitment

Hospitality / VIP ProtocolHospitality / VIP Protocol Permits / LicensesPermits / Licenses Merchandise / Merchandise /

ConcessionsConcessions Parking / Traffic ControlParking / Traffic Control Risk ManagementRisk Management Venue Contract Venue Contract

Negotiations Negotiations Evaluation of resultsEvaluation of results

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IncentivesIncentives

Business improves when employees and customers are recognized, rewarded and engaged through effectively structured programs with defined goals and proven returns.

recognizing top performers, motivating sales teams, planning the perfect branded event, or spurring consumer engagement that drives sale

Incentive travel (for employees, distributors, supplier…) Reward programs

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A focus on international eventsA focus on international events

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Managing a multicultural team for an event Managing a multicultural team for an event abroadabroad

Should performance-related pay systems work in the Netherlands ? • Is Management by Objectives recommendable in Vietnam or should

we prefer team work and quality circles ? • Is flexibility high in Germany or do we prefer planning and budgeting

long in advance?

PDI Power Distance Index

IDV Individualism

MAS Masculinity

UAI Uncertainty Avoidance Index

LTO Long-Term Orientation

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Comparing cultures: E. Hall’s workComparing cultures: E. Hall’s work

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Comparing cultures: E. Hall’s workComparing cultures: E. Hall’s work

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Working environment in FranceWorking environment in France

Relationships between employees are hierarchical and marked by formalism and rivalry

Punctuality is treated casually in France

Better not doing anything than making mistakes

There is no habit nor culture of working in group in France:

In the 3rd century, the Roman Emperor Tacite used to say that the Gauls will be unbeatable when they stop fighting with each other.

In companies as well as in the society, changes in France are seldom but violent.

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Meetings in France : creativity, Meetings in France : creativity, controversy and fast-thinkingcontroversy and fast-thinking A French person strives for verbal

inventiveness, intellectual elegance, lively reasoning and rigorous analysis

Meetings often last too long, with more time spent on useless questions than on strategical issues

Meetings aim more at informing rather than at producing collective answers to problems

Business can be conducted during any meal, but lunch is best.

The « réunionite » : a typical French disease

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SponsorshipSponsorship

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Exercise in group (4/5 people) : Exercise in group (4/5 people) : Plan an event Plan an event from start to finishfrom start to finish

Duration: 1h20 – please send by email to: davidchelly@centreurope

Topic: The students from the Social Media & Interactive Marketing Management Master at ESC Troyes have decided to organize a conference dedicated to digital marketing

In black : what you have to do in this exercise In red : important things that need to be done when organizing an

event, but that we will ignore in this exercise

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Exercise in group (4/5 people) : Exercise in group (4/5 people) : Plan an event Plan an event from start to finishfrom start to finish

More info will be given in class

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SponsorshipSponsorship

What is Sponsorship? “Sponsorship is an indirect way of gaining financial support by

helping businesses promote their products or services in exchange for their support (financial or in-kind).”

Difference between sponsorship & patronage

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Why sponsor an event?Why sponsor an event?

Target a specific group of customers– Goodwill to the community

– “Give Back” Looks good to potential customers An efficient way of communication for regulated professions Cutbacks in marketing – new form of marketing with a good cost

per number of people reached

"If the primary aim of a captain were to preserve his ship, he would keep it in port forever."Thomas Aquinas

"Deals ares my art form. Other people paint beautifully on canvas or write wonderful poetry. I like making deals, preferably big deals."Donald Trump

Event Management AssignmentEvent Management Assignment

– Prepare a brochure promoting a sponsorship kit for your webmarketing school event

– Evidence must be professionally presented and can comprise of documents, photographs, video clips.

– More info will be given in class

Needs to be returned for the 9th of Dec.– 8. PM to davidchelly@centreurope.org

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ENDEND

Thanks for your participation