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Cornell University School of Hotel Administration
HADM 2275 LectureMarch 14, 2011
Leveraging Emerging Technologies to Make You More
Marketable and Your Events More Manageable
Presented by Liz Ngonzi Founder / CEO, Amazing
Taste, LLC
Lecture Overview
• Lecture Learning Objectives 2
Minutes
• About Elizabeth Ngonzi 2
Minutes
• About Amazing Taste 2
Minutes
• Case Example: HEC86 10
Minutes
• Event Management Process 10
Minutes
• Strategic Events Management Tools 35
Minutes
• Marketing Case Study: HEC86 15
Minutes
• Learning Objectives Review 2
Minutes
• More Information 2
Minutes
Lecture Learning Objectives
By the end of today’s lecture, you should be
able to:
• Describe event management processs.
• Reference at least two emerging
technologies increasing efficiency of event
management.
• Explain pros and cons of marketing an
event through printed materials, online
and through mobile devices.
About Liz Ngonzi@LizNgonzi Twitter Profile: Blogger, Speaker, Conceptualizer, Connector, Educator, Entrepreneur, Fundraiser, Hospitality Management Expert, Marketer & Public/Private Partnership Strategist.
Cornell Alumna Activities: Board Member, Pillsbury Institute for Hospitality Entrepreneurship; Member, President’s Council of Cornell Women; Applicant Interviewer; Frequent Guest Lecturer; Employer.
Corporate Experience: Business consulting, marketing and sales with Andersen Business Consulting, MICROS Systems, Inc. and Digital Equipment Corporation.
Education: MMH degree from Cornell University School of Hotel Administration; B.S. in Information Systems from Syracuse University School of Information Studies.
About Amazing Taste, LLCAbout Amazing Taste
Values-led consulting firm that connects public sector organizations with private sector entities to achieve their strategic objectives through marketing campaigns, events and educational activity.
Works with domestic and international:– Educational institutions– Gender rights organizations– Healthcare foundations– Political campaigns– Youth development organizations
Event Management Process
PlanOrganiz
eMarket Produce
Evaluate
•What type of event will help us achieve our goals?•How many people and who are they?•What will they do during the event?•How much space do we need?•What are our F&B requirements?
•When should we hold the event?•Who’s paying?•What’s our budget?•Where do we want to host the event?•What types of services would help make this event a success?
•Who do we want to attract to the event?•What’s the best way of doing so?•How much time to do we have to communicate to them?
•Who’s coming to the event and do they make any special requests?•How are we going to raise additional funds during the event?•Who attended the event?•Were there any memorable moments?
•How did we do?•What did guests enjoy about the event?•What should we change for next time?
Case Example: HEC 86•What type of event is it and what are its goals?•How many guests are anticipated and who are they?•What will they do during the event?•What type and how much space is needed?•What are the F&B requirements?•When is it being held and why?•Who’s paying?•What’s the budget to produce the weekend?•What types of services would help make the event a success?•What’s the best way for us to market HEC to our target guest?•How much time to do we have to communicate to them?•Do any of our target guests have special needs?•How are we going to raise additional funds during the event?•Who attended the event?•Were there any memorable moments?•How did the weekend run?•What did guests enjoy about the event?•What should we change for next year?
Current Strategic Event Management Tools
Plan Organize Market Produce Evaluate
CVENT
Super Planner App
Event Brite, Twitter, Constant
Contact, FacebookBidPal, Text-to-Pledge, Twitpic Zoomerang,
SurveyMonkey
VenuesOnline.com / Book It Now
by Pogby
PlanOrganiz
eMarket
Produce
Evaluate
1. Provides event planners with complete solution to increase event attendance and decrease event costs.
2. Its software automates full event planning and management processes, to enable planners to focus on strategic decisions rather than repetitive, time consuming tasks.
Register
PlanOrganiz
eMarket
Produce
Evaluate
Super Planner App for iPhone, iPad, and iPod Touch
Demo: http://vimeo.com/13895051
Helps to Answer:•How much space do we need?•What are our F&B requirements?•What are our A/V needs?
PlanOrganiz
eMarket
Produce
Evaluate
Helps to Answer:•When should we hold the event?•Who’s paying?•What’s our budget?•Where do we want to host the event?•What types of services would help make this event a success?
PlanOrganiz
eMarket
Produce
Evaluate
Plan MarketOrganiz
eProduc
eEvaluat
e
Online Surveys Enable Planners to Quickly and Easily
Determine:•How Guests Evaluated the Overall Event
Experience
•Which Aspects Guests Enjoyed Most
About the Event
•What Guests Believe Should be Changed
in Future
•If Guests Will Attend Event in Future and
Tell Their Friends To Do So as Well
Zoomerang Tutorial
Questions That Determine How
we Market:
Printed Invitati
ons
Evites and Event Social Networking
Sites
Mobile Campaigns
•What’s our HEC marketing budget?•Who do we want to attract to the event? What’s the best way of doing so?•How much time do we have to communicate to them?•Do any of our target guests have special needs?
$ Free - $$$ Free - $
Recent Graduates:
Parents:
Older Alumni (60+ Years Old):
Non-SHA Corporate Executives:
HEC86 Marketing Case Study
Lecture Learning Objectives Review
As a result of today’s lecture, you should
now be able to:
• Describe event management processs.
• Reference at least two emerging
technologies increasing efficiency of event
management.
• Explain pros and cons of marketing an
event through printed materials, online
and through mobile devices.
Thank You For Your Time and Energy
For More Information:
[email protected]: @LizngonziSkype: Ngonzien1
Office: 973.327.4225 | Cell: 732.208.3304
