event management

01

WINTER Template

EVENT MANAGEMENT

02 What

are

Events?

An

event can be described as a public assembly for the purpose of celebration , education,m educati on,market arketing ing or reunion. Events

can be classified on the basis of their  size,type size,t ype and context. context. Event

management is the application of   project management to the creation and development develo pment of festivals,ev festivals,events ents and conferences. The

recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc.

03 Event can refer to: Social/life-cycle events

Events like birthday party,hen/stag party,graduation party,bachelors party,engagement ,wedding,anniversary,retirement ,wedding,anniversary ,retirement day day,funeral ,funeral etc Educational

and career events Events like education fair,job fair,workshop,seminar,debate,contest,completion fair,workshop,seminar,debate,contest,completion etc Sports events Events like Olympics,world Olympics,world cup,marathons,wrestling cu p,marathons,wrestling matches etc Entertainment events Events like music concerts,fairs,festivals,fashion concerts,fairs,festivals,fashion shows,celebrity nights,award n ights,award functions,beauty  peagents,flash mob,jewellery shows,stage shows etc Political events Events like political procession,demonstratio p rocession,demonstration,rally, n,rally,political political functionsetc Corporate events Events like mice (meetings,conferences,exhibition),product launches,road shows,buyer-seller meet etc eligious events R eligio Events like religious festivals/fairs,religious festivals/fairs,religious procession,katha ,pravachan,diwali fair etc Fund raising /cause related events Any event can be turned into a fund raising or cause related event eg auctions

What is

Event Management

04



Event management, the most profound form of advertising and marketing, is a glamorous and thrilling  profession. It provides an opportunity for unleashing one's creative potential to a very high degree.



Event management is a process of organizing a professional and focused event, for a particular target audience. It involves visualising concepts, planning, budgeting, organizing and executing events such as fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties  product launching launching etc. It is a good career option which does not require much investment investment and offers a lot of independence and flexibility

. 

Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people.

EVENT MAN AGER

05

The

Event Manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes runn ing the event. Event

managers may also be involved in more than just the planning plan ning and execution of  the event, but also brand building, marketing and communication strategy. strategy. The

event manager is an expert at the creative, technical and logistical elements that help an event succeed. This

includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

06 Categories of Events Events can be classified into four broad categories based on their pu rpose and objective: 1. Leisure events e.g. leisure sport, music, recreation. 2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore. 3. Personal events e.g. weddings, birthdays, anniversaries. 4. Organizational events e.g. commercial, political, charitable, sales, product launch.

 Leisure events 

Personal  events 

Organizational  events 

07 

Leisure Events Simply

put, these are even ts held purely for the fun of havin g an event. For recreat ion, like a party, a

sports competition, competition, or a fair. Leisure events are held to involve the person taking part in the event without actually expecting an immediate result.

08 Cultural

Events

Events that bring out a cultural heritage or happening. Much like the Goan carnival talked about earlier. These have an impact on society and people who are a part of it. These are high communit community y involvement involvement events. A community can be a re ligion, a race, a cast or eve n a college. Lets define a co mmunity; A group of people living in the same locality and und er the same government, the dist rict or locality in which such a group lives.

09 Organizational

Events

These are events that tend to be well organized and have implications and interests that are commercial, political, sales driven etc. events of this nature are generally with a specific agenda . It is generally informative or sales driven or has some commercial value in tangible or intangible terms

10 Personal Events These are generally events that th at are held on a very personal level for family and friends for egwedding,birthday,, anniversary etc. These are generally by invitation and the number of people wedding,birthday involved is high.

11

WINTER Template

OBJECTIVES OF

EVENT MANAGER

12 Defining event objectives at the very start of 



event planning is very important as it gives you the direction you should proceed to accomplish the objective ,organizing an event without clear  objective is a huge waste of time and resources.. resources 1) What µwhat¶

means what you you are going to do in the th e event.

2) Event name

What will be the name of the Event? for e.g¶autoexpo2010¶ 3) Food and beverage menu

It contain a list of food item and beverages, you will serve during the event to the guest and target audience. 4) Event

profile

What the event is all about? for e.g: this event is an international exhibition on new models of car and its accessories.

13 5)

Guest profile How

will be your chief guest and other guest ? your guest list must include organizers, sponsors, partners etc.

6) Event

theme

Theme means subject. It can be based on particular theme like Hollywood , Balloon, Flowers, Red & white etc . In a theme party every thing from a dress code, decoration, game, music, gifts, food and beverages are based on a particular theme.

7) Service provider Like-D.J, anchor, florist, videographer, photographer, make up artist, Like-D.J,  performers, decorators, models, technicians etc.

8) Obligations These are the compulsions on the guests like dress code or the knowledge of  salsa dance.

9) Types of entry Decide how will be the entry by ticket, pass or through through invitation only.

10) Favors These are the gifts given to guest.

14 11) Entry fees

This is according to target audience. if you over charge you won¶t get any audience. 12) Event highlights

To catch your target audience and medias attention like-inauguration of  car showroom by tom cruise romotional al campaign 13) Promotion

Radio, print media, outdoor media ,television, brochure 14)Programme menu

It is the list of various activity that will occur as the part of the event. 15) Event budget

To determine what will be the cost for producing and marketing the event. 16) When

When you you are going to organize the event i.e. date & time? 17) Where

Where you are going to organize the event b i.e. menu. 18) Who

Who will be your your organizers, sponsors , clients & target audi ence?

15

WINTER People

Template

involved in organizing an event

16 The following people involved in supporting event:Organizers Sponsors Partners Clients Supporting agencies These people can either be an individual or a company .they either finances the whole event or some of its part or provide some service at subsidized subsid ized rate or  for free. Organizers  An organizers finances maximum amt. of money mone y in event. Therefore he has maximum control over the event. Sponsors similarly,, depending on the type similarly type of service financed sponsor can be a venue sponsor ,gift sponsor, crown & jewellery sponsor, catering sponsor, banner  sponsor etc. Partners they generally provide services either at subsidized rates or for free like media partners(which provide ad space), promotional partners(which do publicity),logistic partners (which moves goods from one destina tion to other in the most efficient manner)

17  An event management company can have event professionals :1.

Event manager / event p lanner- he has following responsibility : a) He is responsible for planning and producing the whole event. b) He is responsible for procurement and resource management. c) He formulates ,prepares & implement risk management plans (risk related to event planning and production).

18 2) Event coordinator :-

he is responsible for coordinating with all event professional & ensure business operation are efficient and effective . manager :3) Information manager :He has following responsibilities :a) He manages m anages the information acquired through different sources. b) he is responsible for the documentation of all business operation carried out pre event ,at event & post event. c) he maintain data base of service providers, delegates, guests, organizers, clients ,sponsors, target audience ,media people & various govt. officials

19 4) Logistic manager:He has following responsibility: a) responsible for custom clearances and other clearance. b) responsible for warehousing of cargo c) cargo insurance d) he is expected to move goods & merchandise from one destination to the other in most efficient manager. manager. e) he is responsible for procurement management and resources management f) he formulates , prepares & implement the risk mgmt plan( risk related relate d to logistic logistic manageme management nt like cargo theft etc)

20 5)

Infrastr ucture manager :-

He has following responsibility :a) b)

He doe does s procu procure reme ment nt mana manage geme ment nt & res resour ource ce mgm mgmt. t. He is is respon responsibl sible e for for setti setting ng up up & dismant dismantling ling the infra infrastr structu ucture re for  the whole event like :-



Constru Const ruct ction ion of boun boundar dary y wall walls s , ent entra ranc nce e & ex exit it gat gates es,, drive drivewa way ys, walkways, & parking lots. Construction of AC / NON AC hangers / halls , seating arrangement , stage design / setup etc. Const Con stru ruct ction ion of gre green en ro rooms oms , staf stafff roo rooms ms , sto stora rage ge roo rooms, ms, pow power er room rooms s etc.

 

c) He is responsible for setting up electricity , water & phone connection. d) He is responsible for conservancy (i.e. cleanliness)

21 Event planning & role of event p lanner 

22 Event planning is the process of p lanning a festival, ceremony, competition, party, or  convention . Event

planning includes budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, and coordinating transportation and parking. Event

planning also includes some or all of the following, depending on the event: developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support (such as electricity and other utilities), arranging decor, tables, chairs, tents, support and security, catering, police, fire, portable toilets, parking, signage, emergency plans, health care professionals, and cleanup. Event

Planning is a relatively new career field. There is now training that helps one trying to break into the career field. There must be training for an event planner to handle all the pressure and work efficiently. This career deals with a lot of communication and organization aspects. ³There

are many different names for an event p lanner such as a conference coordinator , a convention planner , a special event coordinator , and a meeting manager´ .

23 Steps

to Planning an Event

1)

The first step to planning an event is determining determining its purpose, whether whether it is for a wedding, company, birthday, festival, graduation or any other event requiring exstensive planning. needs to choose entertainment, location, location, guest list, speakers, 2) From this the event planner needs and content. The location for events is endless, but with event planning they would likely be held at hotels, convention centers, reception halls, or outdoors depending on the event. 3) Once the location is set the coordinator/plann coordinator/planner er needs to prepare the event with staff, set

up the entertainment, and keep contact with the client. 4) After all this is set the event planner has all the smaller details to address

like set up of the event such as food, drinks, music, guest list, budget, advertising and marketing, decorations, all this preparation is what is needed for an event to run smoothly.´ smoothly.´

An event planner  needs to be able to manage their time wisely for the event, and the length of preparation needed for each event so it is a success.´ ³

24 MANAGING EVENTS

25 

ully following point should To manage an event successf ull be kept in mind these are:are:-



To ens ensure ure the rig right ht mess message age rea reache ches s the the right right peo people ple in the the right way. This is possible when event manager work with a vision of exploring the hidden secret of trade.



With unc With uncou ount ntab able le to to oppor opportu tunit nitie ies s of makin making g any any even eventt successful it is commonly seen that most of the clients indulge in outsourcing of the event for careful & professional management.



For mana managin ging g an impo importa rtant nt ev event ent pla planni nning ng time mana manageme gement nt is an important component , if you split the work of an event planner into various components and execute all the activities in sequence than it will surely save the time.

26  Executing

is about procuring results. There are 3 types of  executive execut ive :- a) those who who makes things things happen happen & b) those who wonder what is happening and to make things happen you need inspiration.



The planning for significant & enduring disruption makes m akes it extremely important to have appropriate contingency and emergency operation plans in place & tested



³Managing an event will require a robust communication & decision-making system that will be able to quickly identify & solve the problem and also required broad based participation & support.

27

PROMOTION IN EVENTS

28 Promotion

in events, is required to get the desired reach that requires an adequate planned publicity campaign by event marketer . The event marketer has to network with other media for successf ul ul publicity.

Networking components The various networking concepts involved and their important features to be noted are: 1) Print media Print

media is essential for pre-event publicity and aids in post-event recall by reporting the event as in reporting the success (or failure) of an event. Pre-event print media campaign is essential as it can be used to inform about exact details like date and time and also distribute entry forms, questionnaires. The contests are usually associated with such campaigns. The post-event coverage falls under   journalism. The event organizer has little control over it and even a failure can get reported. Decision making using print media revolves around the variety of   publication available, their circulation, the frequency of publication and the profile of readers.

29 2) R adio 

This is electronic audio media and is mainly used for pre-event  publicity, it can also be important in post-event coverage, if   planned. One should put together an ap pealing audio promotion which may be expensive and thus it is needed to understand when it is beneficial to use. S pecial programs with the event as focus and which are more than just a commercial are more helpful in  providing the reach that is desired for event although expensive.

3)Television 

For events, the television media can be single most potent media. It can provide both pre-event and post-event coverage. According to desired reach, the satellites or government controlled channels can  be used. It provides ability to cover event during event itself, so the competitive events can be presented better.

30

SWOT AN ALYSIS

31 

SWOT Analysis

In SW OT Analysis: µS¶ stands for Strengths µw¶ stands for weakness µo¶ stands for opportunities µT¶ stands for threats It is a strategic planning tool which is i s used to identify and analyze the strengths , weakness ,opportunities and threats involved in your project. S WOT analysis can also be done in your organization. organi zation.

Strengths: These are the attributes of your project/organization which are helpful in achieving project¶s objectives. for e.g. :experienced event team, hi gh motivation level, excellent pr, good market share etc.

hose t WEAKNESSES

32

WINTER Template

These are those attributes of your project/organization which are harmful in achieving projects objective. for e.g. social loafing, loafi ng, lack of funds ,low energy level , lack of media and corporate contacts etc. e tc.

Opportunities These are those external factors which are helpful in achieving the project¶s objectives. for e.g. little competition, favorable economic conditions , support from the local authorities, availability of the state of of the art infrastructure etc. etc.

Threats These are those external factors which are harmful in achieving the project¶s objectives. for e.g. high competition, little or no support from l ocal authorities. bad whether, poor  infrastructure, high lab our rate, unavailability of of raw material etc. It is very important that you conduct SW OT analysis before developing an event plan to develop a strategy which maximizes the potential of strengths and opportunities of your project and at the same time. minimize the impact of the weaknesses and threats.

33 

Analysis Report  After conducting market, competitors, product/service research and SW OT analysis, create a report which contain details of all al l the research work done by you . Documentation of your research work is important, later for event evaluation. evaluati on. Your analysis report will also help you in getting sponsorship spons orship for your event.

34

WINTER

Risk involved in event

Template

Management

35 RISK MANAGEMENT

:

An event is full of uncertainties like power failure, medical emergency,, brawl, stampede, fire, emergency f ire, sponsorship withdrawal, last minute turned down by an artist etc. How will you deal with all these contingencies without wi thout a well thought out risk management plan. Risk management is done at each and every stage of 

event production

36 DEVELOPING

RISK MANAGEMENT PLAN FOR

EVENTS. Since

risk management is a very important part of event management therefore it should  be carried out in a planned p lanned and professional manner. Following steps are involved in risk management :

37 

STEP 1: IDENTIFY THOSE ELEMENTS OR ACTIVITIES WHICH COULD CARR Y A RISK. List of such elements is already specified above like information management, security, procurement etc.



STEP 2: IDENTIFY THE RISK ASSOCIATED WITH EACH ELEMENT OR ACTIVIT Y.



For e.g: cargo theft is associated with logistic management. Similarly, data loss is associated with information management.

38 

STEP 3: DETERMINE THE POSSIBILITY OF OCCURRENCE OF RISK AND SEVERITY OF THE CONSEQUENCES IF THE RISK DOES HAPPEN.

ELEMENTS

RISK

POSSIBILITY

SEVERITY

Information

Loss of data

Low

Very high

Data

High

High

Very high

Very high

Low

low

management theft

Data

corruption Security

management

Brawl

39 

STEP 4: RISK PRIORITIZATION

.

Risks with high severity of the consequences should be

handled first. 

STEP 5: FORMULATE, PREPARE AND IMPLEMENT STRATEGIES TO MANAG MANAGE E RISKS RISK S .



Some common strategies used for risk management are:



Risk avoidance



Risk retention



Risk transfer 



Risk reduction



.

40 

.



STEP 6: MONITOR THE RISK PERIODICALL Y

.

So

that the strategies used to manage the risk can be updated and reviewed

41

WINTER Template

42 Event could be anything from concerts, produce, launches, conferences , promotions, press conference, jubilee celebrations and farewells to television based events, events, fashion shows , wedding or parties. It could be just anything. Event management is emerging fastest growing industry as it is a very creative, glamorous as well as challenging career option for youth. The role of event planner must be good FROM THE START OF THE EVENT TILL THE END. ³A

SMALL MISTAKE OF EVENT PLANNER WILL T URN A SUCCESSFUL EVENT T O FLOP SHOW.´