Elements of Event Management

8/3/2019 Elements of Event Management

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Elements of Event Management

As the name indicates, event infrastructure

includes those essential elements without which

there cannot be any event. These essential

elements are core concept, core people, core

talent, and core structure. The nature of this

infrastructure varies with the event categories and

variations in events.


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Core Concepts: Core Concepts is a terms that can be

used to define the fundamental underlying ethos and

evolution of the various major categories of events.That is, what differentiates and demarcates the

boundaries between the various categories amongst

themselves. The core concepts of an event are like a

root of a tree that generates the energy and lays down

the base for the type of tree that shall grow. The exact

size and shape of the tree varies from tree to tree in

the family. Thus, an entire event family can be builton each of the event categories. These differences

lead to innumerable variations in events.


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Core People: These are the people who are

performing, acting participating in the process of

influencing the audience to create a desired impact interms of a favourable position for the clients brand in

the audience mind. When the event gets underway,

these are the people who hold way and take thecentre stage audience comes to experience the

expertise, charisma or knowledge of such core

people and to have an opportunity to interact with

them. The personality of the core people being usedin an event should match the brand personality.


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Core Talent: With every event category, the people

are required to have a specific expertise, reputation,

or knowledge. It is the core talent that attracts and

influences the audience. In a music concert, the types

of audience that are attracted to the event depend on

the talent of the performer. The core talent thereforehelps in creating variations in any event category. For

instance, in music whether the event is a classical

music concert, depends on the type of time,

constraints in terms of boundary, number of

participants, etc.


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The physical manifestations of these constraints that

act as a challenge or obstacle vary from game to

game and lead to the need for different talentrequired in playing each game. An example that can

be cited here is in a competitive event such as sports,

core talent is game specific, i.e. talent required incricket differs from talent required to play

basketball.


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Core Structure: The presence of a formal or

informal organization to manage the event category

as a whole is important to make it lucrative from itsmarketing point of view. Depending upon the degree

to which the event category is structured the

requirement of a management and marketing ofevents may vary. The more formal and structured it

is, the more lucrative that event category becomes,

since it becomes easier to manage and market.


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By more formal and structured, we mean that, there

is a proper organization along with proper

delegation of authority to carry out these roles.Depending on the stakes involved not only of the

monies but also of national pride and identification

of the event category by the ordinary citizen each of

the categories has become structured to certain

degree.


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This organization for efficient management has been

denoted as the core structure. Traditionally, across

the world, competitive events have always beencomprehensively administered right from the grass

root level, i.e. Right from the schools with league

matches at every level up to the international level.

In fact, competitive events are the only categoryamong all categories of events that have a strong and

structured.


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Sponsorship

Sponsorship has been evolving with time. Earlierit was used for philanthropic purposes to support acause, which evolved into transactional typeinvolving give and take and present day is that of

designing events to meet specific requirementsand owning these properties for long term brandbuilding. Earlier sponsorship were done for ad hocpurposes like launching a product, to gainpublicity but now they are more strategic withcomplex objectives


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like enhancing an image by transfer of image from

event to brand, brand preference, increase in sales

etc. Earlier sponsorship was done in isolation but

nowadays it is 360 degree marketing, with

sponsorship being part of the entire gamut of

marketing function.Sponsorship process starts with setting of

objectives, followed by selection of an event,

deciding the status of the sponsor, leveraging

sponsorship by marketing communication and

completes the circle with measurement and

evaluation.


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Organizer

Organizer is the one who organizes the event.He/she can be an individual, organization, acorporate body or an event management company.Traditionally events were organized either by

individuals or by organizations without anyinvolvement of event management companies.However, in the recent years this has undergone asea change with all big events either planned orexecuted by event management companies. Thereason for this is technical and professionalexpertise of event organizers.


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To qualify as an organizer, one should have

the following

The organizer should have excellent network to

bring together the parties involved in the events.

The organizer must have technical and

professional expertise to plan, strategize and

execute the event.

The organizer must have sufficient resources to

carry out the work of organizing the event in adefined manner.


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The organizer must have prior knowledge and

experience of handling the event and must be

aware of any possible shortcomings of the event;

and

The organizer must have the prudence to use the

resources available to him in the most economic

manner possible.


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Role of organizer in event management

They are involved in planning the completeevent.

Involved in creating the blueprint for the event.

They are involved in coordinating with thevarious parties associated with the event.

In corporate events they create a platform to

provide excellent networking to people andvalue proposition through exchange of ideasand information.


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In events like marriage they are involved withfamily members of the client to make the whole

experience a memorable one and

They are involved in the complete execution ofthe event.

Thus, we find the organizer to be a crucial

determinant in the success or failure of the event.It will be the experience, knowledge and

expertise of the organizer that will be crucial in

determining the success or failure of the event.


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Today the complexity of production logistics can be

modelled, analyzed, visualized and optimized by

plant simulation software, but is constantly

changing. This can involve anything from consumer

goods such as food, to IT materials, to aerospace and

defence equipment. This is no small task, especiallyin an environment that is becoming increasingly

demanding, with customers expecting their products

to be delivered as quickly as possible and according

to their exact specifications.

Documents

Elements of Event Management