Event Management
Setting the Tone
The Spirit of Events in Pictures
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.
Some Number Crunching
Projected Size-19 billion by 2010
CAGR-18%
Current Size-9 billion
Source-FICCI and PWC Report
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
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.
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
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, Concert, 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
Lets Define Event Marketing
Canvassing the event, understanding the
TG, brand character, values, positioning,
to have a perfect blend with brands
personality.
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
5 C’s Of Events
CONCEPTUALIZATION-(Initial to final)
COSTING
CANVASSING
CUSTOMISATION
CARRY-OUT TO THE EVENT
A Peep Into an UMUT’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
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
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
What we will discuss today??
6 Key elements of events
Case studies-Food for thought
6 Key Elements of Events
Venue
Media
Client
TG
EventInfrastructure
Organizer
Event
Lets Dissect them-
Event Infrastructure
Core Concept
Core people-
Performers,actors,
influencers
Core talent-Performer exhibits
Core Structure-
The organization
hierarchy
Target Group-The heart beat
Lets Dissect Them-
Market Research
My category-Core
strength
Target Clients
Event Organizers-
WE
ClientsClientsObjectives
Introspection
Background Check and Negotiations
Merchandising and location Points
Preparation and Post Event Follow-up
Thanks
You have a nice day!!!!!!!!!!!