Event Management & Marketing

Setting the Tone

The Spirit of Events in Pictures

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Introduction & 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

To arrange events for a small group of people or huge events with around 1lakh people attending

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.

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Some Number Crunching

Projected Size-19 billion by 2010

CAGR-18%

Current Size-9 billion

Source-FICCI and PWC Report

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The 4 “Avatars” of Events

CorporateEvents

PersonalEvents

CulturalEvents

LeisureEvents

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

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Lets Define Events- Event or Experiential marketing is

an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that should excite and engage the customer

(or) An event is a live-multimedia package

carried out with a preconceived concept, customized or modified to achieve the clients objectives of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction

Events

Reach Live Talk

I luvuLive

TGwith Creates

PointBlank Comm.

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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

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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Lets Define Event Marketing Canvassing the event,

understanding the TG, brand character, values, positioning, to have a perfect blend with brands personality.

Tag Heur inauguration by SRK

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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 EventsCONCEPTUALIZATION-(Initial to final)

COSTING

CANVASSING

CUSTOMISATION

CARRY-OUT TO THE EVENT

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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

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Dissection of 5 C’sConceptualization

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-JND EM is though in nascent stage but

graduating to as strategic marketing tool

Enhances the sensory experience

Reinforces brand image Increases mileage Bring lot of impetus to IMC 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 stores

Enabling sales promotions

Enabling relationship

And PR

Sales team motivation

Instant publicity and sales

Recruitment Of sales rep

And distributors

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What we will discuss today?? 6 Key elements of events

Dissection of the elements

Case studies-Food for thought

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6 Key Elements of Events

Venue

Media

Client

TG

EventInfrastructure

Organizer

Event

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Lets Dissect them-

Event Infrastructure

Core Concept-The Root

Core people-Performers,

actors,influencers

Core talent-Performer exhibits

Core Structure-

The organizationhierarchy

Target Group-The heart beat

TargetGroup-The heart

Beat

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Lets Dissect Them-

Market Research

My category-Core

Strength &Team

Target Clients

Event Organizers-

WE

ClientClientObjectives-

Why

Introspection-Right event??

Background Check and Negotiations

Merchandising and location Points

Preparation and Post Event Follow-up

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Lets Dissect It-Media Event specific

communication to inform and engage the TG

Pre-Event-Press release, Conference

During the event-Live coverage, Testimonials

Post Event-Press Conference,Testimonials,talkshows, interviews etc

PostEvent

During The Event

Pre-event

Media

Barter-MediaCompany as

sponsorPaid Media

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Lets Dissect It-VENUE Kanteerva

stadium,Eden gardens,IFIM Auditorium,Rangashankara,wonder-la,Lords,MCG etc

A desired location with the required audience capacity and available for specific time period where the event concept shall be carried out

LogisticsAnd supply

chain

Capacity

FeesCategory-

Music,Fairs

Accessibility

History

Availability

FewFactorsWhile

SelectingVENUE

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Lets Dissect it-Venue Types Two types of

Venues- In-House-Any event

executed within the premise and has a ownership (home, conference rooms etc)

External-Venues which are beyond the ownership rights of client or event organiser(stadium)

ShootingRange

Hall

Green’sTennisCourt

University Gym

National Indoor

Stadium

National Aquatics

Centre

National Stadium

Venues ofBeijing

Olympics

Thanks

You have great Weekend !!!!!!!!!!!