Overview of Event Management

© Alan Gordon

Overview of

Event Management

Alan GordonMarketing Consultant & Honorary Chairman EMDI Institute

© Alan Gordon

Agenda

• A Definition

• History and Industry

• Benefit Examples

• Role in the Marketing Mix

• How does an agency work

• What’s out there

• Expectations and Future

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“ A Definition ”

of

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What is Event Management ?

A Definition

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What is Event Management ?

“The process that includes research, design,

coordinating, execution and evaluation of

a function requiring public assembly for the

purpose of celebration, education, marketing

and reunion”

A Definition

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• The lines are becoming blurred with all the technology and communication

• People enjoy and remember and SHARE Experiences

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Emirates Airlines Video

Bollywood Cricket Welcome ICC World Twenty 20 2016 Emirates.mp4

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What REALLY is Event Management ?

My Definition

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What REALLY is Event Management ?

“ The delivery of an emotional experience

involving people witnessing a happening

within a capsule of time

for the purpose of communicating a message

and a desired outcome. ”

My Definition

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What is an Event Manager ?

A Realistic Definition

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A ‘Realistic’ Definition

Hard Worker

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Hard Worker + Creative Genius

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Hard Worker + Creative Genius + Logical Thinker

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A Definition

Hard Worker + Creative Genius + Logical Thinker

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“History and Industry Overview ”

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• Exhibitions and Fairs were introduced to the Arab World during the 5th Century, when the Okaz Bazaar was a feature of Mecca

• 1957 – the exhibition activity was inaugurated in the Kingdom of Bahrain

• 1978 – Montgomery Group entered a JV with Bahraini businessman for “Arabian Exhibition Management (AEM)”

• 1995 – GCC has approx. 310,000 sq metres of display area among 27 exhibition venues of international standards

• 2005 – GCC has approx. 1.3million sq metres of display area among 57 exhibition venues of international standards

Source: Gulf Clobal Consultancy (GCC)

Middle East Background

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Evolution of an Industry

• Advertising has traditionally dominated marketers’ budgets, capturing 70% of the pie.

• Public Relations has evolved into a standard line item on corporate marketer’s budgets (was not necessarily so 15 years ago).

• Integrated Marketing started as an ‘industry’ in the early 1980’s.

• As marketers look for new ways to break through the clutter and provide a “brand experience” for consumers, ‘face-to-face’ marketing mediums offer ‘real’ opportunities.

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The Marketeer’s Challenge

• Market place (Print, Radio, Television, Online) is cluttered with brands jostling for ‘mind space’

• Marketeer’s are looking for new avenues to market products

• Statistics have shown the public can view ‘expensive advertising’ as a waste of money with no real benefit to the end consumer

• A new mix is required, utilising all elements of the ‘marketing mix’, to create TOP OF MIND (TOM)

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The Power of

Events

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TYPE

OBJECTIVEBENEFIT

The Synergy

The best events are those planned where you select the right

type of event to achieve the clients objective, and it should

benefit all stakeholders involved.

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So why are events

done ?

Simply put• For Financial Revenue & Profit• For Publicity & Visibility• As part of Corporate Social Responsibility

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1. Events Bring about Fresh stimulus.A buzz in the boring media landscape.

2. The World Takes Notice (Impact) :DSF, DIFF, FIFA World Cup

3. Events are Value added advertising.It enables Brand interaction. Opportunity To See,

Opportunity To Touch, Taste, Experience.

4. Events can engage all the senses.

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5. Fodder for PR:

Events have the advantage of pre and post event

publicity via print and electronic media over and

above the paid or bartered media

6. Leverage Multiple Media :

Because of mass media (events get advertised

also) not just the direct audience attending the

event but the other consumers get covered

7. Changing Perceptions:

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8. Morale Boost / Recognition /

Celebration

Company events for staff morale.

9. Events have the ability to bringtogether a sharply definedaudience

10. Get Feedback

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11T.I.N.A. (There is No Alternative):

Certain products such as cigarettes, liquor,

theirtobacco have legal restrictions on

marketing communications. Hence they are

forced to use events with a mass base as a

marketing tool

12. Promote a Country

• Greece: The Olympics

• Dubai: The Dubai Shopping Festival

• Doha : The Asian Games / FIFA2022

• France: Tour de France

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Change

Perceptions

Let’s focus on these 3 key

benefits

Drive Economy

Support a Cause

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Support aCause

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650,000Site power

• Watts

• 4,000• toilets

• Rolling Stones

•2.6• Million

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INR 2,643,099,676 £ 27,000,000

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Drive Economy

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• Add images

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100

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Change Perceptions

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Which city is the most visited in

the world ?

Where does Dubai feature ?

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2012

London

Paris

Bangkok

Singapore

Istanbul

Hong Kong

Madrid

Dubai1.75 xGLOBAL TOURISM

TRAFFIC AVERAGE

2013

Bangkok

London

Paris

Singapore

New York

Istanbul

Dubai

2014

London

Bangkok

Paris

Singapore

Dubai

15.8 million visitors 2018

2015

London

Paris

Bangkok

Dubai

2018

Bangkok

London

Paris

Dubai

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C

O

N

N

E

C

T

IDENTIFY TARGET

MARKETS

OFFER THE RIGHT

PRODUCTS

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5,200,000Visitors over30 days

403,728Busiest day

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DubaiDelhi

5,200,000Visitors over30 days

403,728Busiest day

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Expo 2020 Master Plan & Theme Video

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1`

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Support a Cause

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Drive Economy

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Change Perceptions

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That’s

The Power of Events

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Now its Your turn

Time for some “event thinking”

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Your Opportunity

• What do you think wasthe first Event everprofessionallyorganized?

• Some Hints– Ancient History

– Built in 70-80 AD

– Roman Culture

– It was nominated asone of the New 7Wonders of the World

Gladiator / Chariot Races at the Colosseum

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Colosseum

• The Colosseum could hold, it is estimated, between 50,000 and 80,000 spectators

• Held Gladiatorial Contests, Public spectacles such as Mock Battles, Animal Fights, Executions, Re-enactments of famous battles and Chariot Races.

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Forward to the 21st Century

• If you had to do that event “today in the UAE” what would you do differently?– Event Concept?

– Venue & Location in the UAE?

– WOW factor in a world of technology and communication?

– Think outside the box, and keep it simple !

• Form groups of 8, think of the above pointers, and after 15 minutes of brainstorming, two team members has to come up and explain in 2 minutes their idea, location, and WOW factor.

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Your Ideas

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Some Answers from our last year batch…

• Mixed Martial Arts Fight Show

Recreate a show – hologram – get Russel Crowe to act a scene - Julius Ceaser (Live or Die) –power to audience to for voting - Recreate the shape / feel / sound / of the arena, simple seating, roman clothing staff, dust

• Recreation on the World Island

Re-create a Maze, Gladiators are lost inside – You select your Gladiator – Camera is attached to each gladiator – you sit and follow them through 3D glasses – whilst your gladiator tries to find his way out - WWE Wrestlers as obstacles, fire balls, obstacle spikes, and then when 2 gladiators meet each other- they have to fight to pass. You can see the fight through your glasses

• Virtual Reality fight

– Sit in MEYDAN/IMAX, select a virtual fighter, and feel the fight (Moving Seats, 5D theatre, smell, feeling of water on face, dust in eyes, cinema is divided into 2 – so when your gladiator is being beaten up, you can feel the fight)

• World Fighting Olympiad – Each country nominates one person – they get into robotic suit –limited mobility – different fight styles.

– Like the Movie Reel Steel fight

• Other Options– Camel Racing (7 Emirates - Sheikhs Racing – Nad Al Sheba –Royal Family Racing)

– Sword Tricks – Sword Throwing – Cultural Market – Hosted in an Old Fort – With a music event and sell tickets

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“The Role of Events in the Marketing Mix ”

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Events within Marketing

Marketing(A business philosophy that places the customer

at the centre of every decision)

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The Marketing Mix (The range of ‘P’ Tactics a marketeer can use)

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Product Price Place Promotion People Physical

EvidenceProcess

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Events


Product Price Place Promotion People Physical

EvidenceProcess

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The Marketing Mix

The 4 P’sThe variables that the marketing manager can control in order to best satisfy customers in the target market

Target Market

2. Price

1. Product

4. Promotion

3. PlaceThe physical product or service offered to the consumer.

Channels of distribution to ‘get’ the product to the consumer.

Producer-Wholesaler-Retailer-Customer

Financial aspects of the process; price levels, profit margins etc.

The communication and selling to potential customers

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The Marketing Mix1. Product Quality Features/options Brand/Style Services/warranty Packaging Range/latest

2. Price Strategies List price Discounts Allowances Payment/finance Credit terms

3. Place Channel configuration Intermediaries Location Market coverage Order processing systems Warehousing/storage

4. Promotion Advertising Personal selling Sales promotion Public relations and publicity Direct Mail

Events, Trade Fairs & Exhibitions

Sponsorship

The weapons in the marketing armoury. Regarded in today’s market as the most important ‘P’

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Events versus generic Advertising

What do you think is the difference ?

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Events & Promos Advertising

One-way comm.

Long-term brand building strategy

Mass appeal

Intangible

Measure reach

Events versus Advertising

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Events & Promos Advertising

Interactive One-way comm.

Lead to immediate, short-term results

Long-term brand building strategy

Targeted message Mass appeal

Tangible value Intangible

Measure results Measure reach

Events versus Advertising

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Role Of Events

• Through the power of ‘Event Marketing’ create communities of stakeholders so firmly aligned with the client’s mission that they will willingly and consistently act on the organization’s objectives…

…and such that no competitive offer can dilute or dissolve the relationship.

The Experience

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Types of Events

• So what events are out there?

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Public EventsConcertsAwards ShowsFestivalsSporting EventsEntertainment Shows

Private EventsWeddingsBirthday PartiesCharity/Society Functions

Corporate Events:Product LaunchesPress, Trade EventsCorporate Conferences

Exhibitions & Trade FairsB2B + B2C

Conferences and Seminars

Road Shows & Promotional Tours

Retail and Mall Events

Political & Governmental Events

Types of Events

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How does an event agency work?

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C.E.O/Proprietor

Creative Business Dev.Production/ Execution

Production DirectorBusiness dev.Director

Creative Director

Production Execs

Site Managers

Accnt. Managers

Account Executives

Design Cell

Designers

Visualisers

Technical Director

There are other tertiary depts. like accounts, administration, HR, Purchase/ Vendor Relations, etc

Event Director

Simplified Event Management Organisation

Marketing

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Typical Work Process

Client Brief

Internal AgencyBrief/Strategic Creative/Technical

Vendors Research

Estimates/Costings

Objectives, Tactics, Budgeting

Agency Presentation/ProposalClient Approval

Bookings,Vendors,Invoicing

Pre EventArrangements,Eval. systems

Event Execution

Post EventAudit

Client Feedback

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Roles and Careers for you

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• Creative Director

• Visualiser / Cad Artist

• Powerpoint Operator

• Printing & Design

• Themeing specialist

• Video production

• Script / Speech Writing

Creative

Roles / Careers

• Promotor

• Artist Celebrity management

• Theme Park management

• Entertainment provider

• Choreographer

• Music arranger / writer

• Wardrobe

• Makeup Artist

• Propos

• Venue management

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• Audience Generation

• Sponsorship Planner / Broker

• Database Marketing

• Lasers shows specialists

• Set Designer

• Camera Caller

• Firework programmer

• Fog / Water Screens supply

• Pyrotechnic Design

• Incentive Programming

• Voting Systems management

• Master of Ceremony / Compere

• Merchandising

• Wedding Planner

Roles / Careers

• Technical Director

• Vision Mixer

• Sound Mixer

• Lighting Designer

• Electrician

• Show caller

• Stagehands

• Technicians

• Transport mgr

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• Budgeting

• Administrators / Coordinators

• Production Assistants

• Database / registration management

• Travel coordinators

• Ground Handlings

• Legal Contracts

• Risk Management / Insurance

• Parking management

• Security / Safety/ Traffic management

• Hospitality and Catering management

Production / Logisitcs

Roles / Careers

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“The Future”

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Emergence of an Industry

• Over the past ten years, Dubai’s “Event Management” industry has seen a tremendous increase in both status and popularity

• Prior to recent years, any form of Event Management as a profession was predominantly conferences/exhibitions and party planning

• Today, Events…along with Promotions… have become more important, as companies recognise the need to provide a direct experience for consumers with their brand and/or product.

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The Events Business

• Initiatives to establish zones and mega clusters such as Dubai Design District (D3), Dubai Parks and Resort World, Dubai Festival City, Culture Village, International Media Production Zone, Dubai Exhibition World, Dubai Land, Dubai Sports City, ADNEC, Twofour54, Saadiyat Island and now the EXPO 2020 amongst a host of other projects reinforce our belief that Events & Entertainment is not only here to stay but to become even bigger!

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Dubai Industry Statistics

• Realising the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Dubai Festivals & Retail Establishment DFRE (former Dubai Events and Promotions Establishment DEPE) is tasked with promoting Dubai as a year-round destination of events and retail promotions with the DTCM

• The World Expo 2020, which again will ensure a huge demand for trained professionals to manage events and conventions of this magnitude

• Dubai is also host to a global regional chapter of ILEA (The International Live Events Association) – www.ilea-me.com

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Dubai Industry Statistics

• Two industry-specific exhibitions — the Middle East Event Show and GiBTM — only serves to highlight the importance of the MICE market.

• The International Festivals and Events Association (IFEA), another of the world's leading events trade association, has crowned Dubai as "IFEA World Festival and Event City 2012 & 2015" in the category for cities with a population of more than one million.

• The International Convention and Congress Association's awarded Dubai as the number one Business Destination in the Middle East 2011

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IFEA Video

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Who is out there ?

• View Source-me book (www.sourcemiddleeastevents.com)

• Research Dubai Calendar / DFRE Website / DTCM / AbuDhabi Events website

• See DWTC / ADNEC / Sharjah Expo Centre

• See Dubai Media City based companies and TECOMDirectory

• Read Sound & Stage Magazine

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• EMDI is here! - An Industry first

The Outlook

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• More Professional Clients - Require quality

The Outlook

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• More Blue Chip clients - Better Budgets

The Outlook

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• Growing clients - Require Staff

The Outlook

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• More educated clients - Push the envelope

The Outlook

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• More educated clients - Push the envelope

• Better technology - Involve new media

The Outlook

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IFEA SUBMISSION 2015

2015IFEAWorldFestivalandEventCityWinner-Dubai-UAE.pdf

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Dream big dreams, aim high!

Robert Hani – Disney Imagineer

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You and Events

Communities and organisations are aggressively pursuing events as a means to directly target identified markets… there is always room for one more successful event…

…….one organised by you !!

© Alan Gordon

Thank You

…and Good Luck.

Documents

Overview of Event Management