Introduction

Introduction to
to Event
Event
Management
Management
Characteristics of events
• Once in lifetime
• Expensive to stage
• Place over short time span
• Require long and careful planning
• Generally take place at once
• Carry a high level of risk
• Often lot at stake
• Work is demanding, exciting and challenging
• Decision making one of important
 Size of Events
• Mega Events
• Regional Events
• Major Events
• Minor Events
 Types of Events
• Sporting
• Entertainment, Arts, and Culture
• Commercial Marketing and Promotional Events
• Meetings and Exhibitions
• Festivals
• Family
• Fundraising
• Miscellaneous events
 The Event Team
• Venue managers
• Stage managers
• Lighting, audio and video companies
• Decorators and florists
• Entertainers
• Employment agencies
• Rental companies
• Public relations and marketing consultants
• Security companies
• Catering companies
• Cleaning companies
• Ticketing companies
 Code of Ethics
• Promote and encourage the highest level of ethics
• Strive for excellence (Industry standards)
• Protect the public against frauds and unfair
practices
• Use legal and ethical means
• Maintain adequate and appropriate insurance
coverage
• Maintain industry standard of safety and
sanitation
 Code of Ethics
• Provide truthful and accurate information
• Commit to increase professional growth
and knowledge
• Cooperate with colleagues, suppliers,
employees/employers and all persons
supervised
• Subscribe the principles of professional
conduct
 Nature of Event
Marketing
• Includes combination of goods and services
• Intangibility (fun, entertainment,
information)
• Inseparability
• Variability (different response to the same
experience)
 Services
• Conference Planning
• Conference support services
• Information, advice and problem
solving
• General ambience
 Goods

• Room set-up
• Food quality and presentation
• Temperature, lighting
• Audio-visual systems
 Process of Event
Marketing
• Establish the features of the product
• Identify customers (segmentation)
• Plan to meet audience needs
• Analyze consumer decision making
processes
• Establish price and ticket program
• Promote the event
• Evaluate marketing efforts
 Potential benefits to
event audience
• A novel experience
• Entertainment
• A learning Experience
• An exciting results
• An opportunity to meet others
• A chance to purchase items
• Dining and thinking
• An inexpensive way to get out of the house
• A chance to see something unique
 Identify customers
• Country-and-western music
• Line dancing
• Excitement and atmosphere
• Develop profile for each group
 Features of the product
• Identify Customers
• Plan to Meet Audience needs
• Analyze consumer decision making
• Competitive pressure (positioning)
• Motivation
• Timing
• Purchase or attendance
• Establish the price and ticket program
Features of the product
• Promote the Event
• Differentiation
• Packaging for effective
communication
• Evaluate Marketing efforts
 Marketing Mix
• Product/Service
– Event venue
– Quality of food
– Quality of entertainment
– Cleanliness of venue
 Marketing Mix
• Price
– Cost of ticket
– Cost of travel
– Time taken to travel
– Other inconvenience
 Marketing Mix
• Place
– Ticket sellers
– Tour wholesalers
– Tourist information offices
– venue
 Marketing Mix
• Promotion
– Advertising
– Public Relations
– Sales promotions
 Sight over Marketing
Mix
• Positioning
• Price
• Promotion
• Distribution
 Sponsorship
• Funding sources
• Exchange for increased profile and sales
• Value in Kind
• Advertising space (example)
• ROI
 Number of Questions
• Before approaching potential sponsor
– What are the benefits
– How long will the association last?
– How much exposure will the sponsor achieve?
– Will be sponsor be exclusive?
– Is there compatibility
– Will there be ambush marketing
 Source
• Event Management for tourism,
culture, business and sporting events
• Authors: Lynn Van Der Wagen
Brenda R. Carlos