A L

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RN A TE
AT A L
ON
IO T I
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EVENTS CO
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SIGNATURE /SO
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 Corporate Events

The Battle for Consumer Mindspace

 Discussion Structure

• Corporate Events
• Disciplines in Events
• God is in the details
 Corporate Events
Own
OwnProperties “Hired”
Properties “Hired”Properties
Properties

External
ExternalAudiences Internal
Audiences InternalAudiences
Audiences

Launches Road Television

Brand Relationship Media
Launches Road Television
Brand Relationship Media
Shows Experience
Software Building Attention
Shows Experience
Software Building Attention

Dealer Meets Organizational Personnel

Dealer Meets Organizational Personnel
Meets Development
Meets Development
 Corporate Events
Own
OwnProperties
Properties “Hired”
“Hired”Properties
Properties

Sponsorship Brand Product Trade Shows

Sponsorship Brand Product Trade Shows
Ambassadors Placement
Ambassadors Placement
Sports
Sports Serials Exhibitions
Exhibitions
Music Reality TV Seminars
Music Seminars
Art / Culture Films Conferences
Art / Culture Conferences

Team
Team
 Launches

• Focus
– Launch new product / service
• Audience
– External – Media, Opinion Leaders, Key potential customers
– Internal – Dealers, sales force
• Objective
– External – Elicit media coverage
– Internal - Motivate
 Road Shows
• Focus
– Aid the launch of new products / services
– Reach out to larger mass – potential customers, opinion leaders
• Audience
– External – Media, potential customers
– Internal – Dealers, sales force
• Objective
– External
• Enable potential customers to experience the brand
• Elicit media coverage
– Internal - Motivate
 Road Shows

A Wide Spectrum

In-shop Test drives Exhibitions Mass participation

demonstrations events
In-shop Demonstrations
Test Drives
Exhibitions
Mass Participation Events
 Relationship
RelationshipBuilding
Building

Through
Through Through
Through Through
Through
Intellectual
Intellectual Sensory
Sensory Social
Social
Experiences
Experiences Experiences
Experiences Participation
Participation

Adidas – Creating Revlon – Run / Walk –

E&Y - Instituting Adidas – Creating Revlon – Run / Walk –
E&Y - Instituting neighborhood sports Helping women with
Awards neighborhood sports Helping women with
Awards tournament cancer
tournament cancer
Intel – Computer
Intel – Computer
Training Program for Bacardi Blast Coke with Harry
Training Program for Bacardi Blast Coke with Harry
teachers in China Potter – Reading is
teachers in China Potter – Reading is
Fundamental – aiding
Fundamental – aiding
Intel – Science fairs in schools with books
Intel – Science fairs in schools with books
India
India
Media Attention
 Dealer Meets

• Audience
– Internal – Dealers, sales force
• Objective
– Motivate the network
– Award performance
– Set new goals
Organizational Meets

• Audience
– Internal – Various – e.g. Sales
• Objective
– Motivate the network
– Award performance
– Set new goals
 “Hired” Properties

Simultaneous
Simultaneousparticipation
participation Not
Notexclusive
exclusive
by
bymany
manyorganizations
organizations
 Sponsorship
Connect
Connectwith
withtarget
target Cricket
audience
audience by reachingout
by reaching out Sports
totothem
themthrough
throughwhat
what
they
they are passionateabout
are passionate about
Golf

Classical
Music
Pop

Art Auctions
Art / Culture
Supper Theatre
 Brand Ambassadors

• What all does Cindy Crawford endorse?

• Which brands are associated with Hrithik Roshan?
• Which brands are endorsed by Amitabh Bachchan?
Brand Ambassadors
 Product Placement

• Which product in which movie makes Jackie Shroff

remember the first time he met Rati Agnihotri ?
• In which movie does Hrithik Roshan & Kareena fool
around with Pass Pass ?
• Which car features in James Bond movies ?
• Which cell phone appeared in Men in Black ?
Trade Shows
DISCIPLINES IN EVENTS
 Disciplines in Events

• Event Design
• Event Marketing
• Event Production
 Event Design

• Synergy with brand positioning

• Translation of key objectives
• Conceptualisation
• Memorability & Recall Factors
• Implementability
 Event Marketing

• Consumer Behaviour
• Brand Management
• Brand Positioning
• Synergy with Brand
Communication
• Event Activity Spectrum
Event Production

• Venue Selection
• Stage & Set Construction
• Technical Infrastructure
• Other Infrastructure
• Show Management
GOD IS IN THE DETAILS
EVENT DESIGN

• Conceptualisation
– Brand Dynamics
– Event Dynamics
– Audience
– Single/multi location
• Event Flow, Scripting & Storyboard
– “Live” Film
– Meticulous Planning
– Second-to-second
 EVENT DESIGN
•• Stage
Stage &
& Set
Set Design
Design •• Construction
Construction Materials
Materials
–– Theme
Theme –– Wood
Wood
–– Audience –– Glass
Glass
Audience
–– Metal
Metal
–– Location
Location
–– Tensile
Tensile
–– Product
Product
–– Vinyl
Vinyl
–– Event
Event flow
flow –– Cloth
Cloth
–– Performers
Performers –– POP
POP
–– Thermocol
Thermocol
•• Technical
Technical Elements
Elements
–– Light
Light
–– Sound
Sound
–– Video
Video
 EVENT DESIGN

•• Special
Special Effect Elements
Elements
–– Lasers
Lasers
–– Xenon
Xenon
–– Water
Water
–– Pyros
Pyros
•• Collateral
Collateral Design •• Print/Production
Print/Production Techniques
Techniques
–– Theme
Theme logo
logo –– Silk
Silk screen
screen
–– Invitation
Invitation Cards
Cards –– Offset
Offset
–– Branding
Branding –– Vinyl
Vinyl
–– Signage
Signage –– Stencil
Stencil
 EVENT MARKETING
•• Client
Client Interface
Interface • Television
Television Coverage
Coverage
–– Presentation
Presentation Skills
Skills –– Channel
Channel
–– Understanding
Understanding Brand
Brand –– Tag-ons
Tag-ons inin Pre-event
Pre-event
–– Translating
Translating Event
Event Promos
Promos
Objectives
Objectives
–– Capsule
Capsule -length/
-length/
–– Experiential
Experiential Marketing
Marketing
timing/frequency
timing/frequency
•• Sponsorship
Sponsorship Marketing
Marketing –– Airtime
Airtime
–– Opportunities
Opportunities
–– Benefits
Benefits
–– Barters
Barters
–– Cost
Cost Benefit
Benefit Analysis
Analysis
 EVENT MARKETING
• Media
Media Handling & Opportunities
–– PR
PR Agency
Agency
–– Press
Press Conferences
Conferences
–– P3P
P3P
–– Photo-ops-
Photo-ops- pre/during/post
pre/during/post event
event

•• Budgeting
Budgeting &
& Cost
Cost Management
Management
–– Elements
Elements
–– Unit
Unit costs
costs
–– Cost
Cost justification
justification
–– Budget
Budget monitoring
monitoring
 EVENT PRODUCTION
•• Venue
Venue Selection
Selection & Management ••
& Management Stage
Stage &
& Set
Set Construction
Construction
–– Indoor
Indoor /Outdoor
/Outdoor –– Schedule
Schedule
–– Numbers/Size
Numbers/Size –– Detailed
Detailed Drawings
Drawings
–– Accessibility
Accessibility // Parking
Parking –– Ground
Ground Marking
Marking
–– Ticketed/Non-ticketed
Ticketed/Non-ticketed –– Levels/Wings/Risers
Levels/Wings/Risers
–– Venue
Venue Layout
Layout –– Finishes
Finishes
–– Enclosures
Enclosures –– Snake
Snake
–– Barricading
Barricading –– Masking
Masking
–– Gates
Gates && Access
Access points
points –– Green
Green Rooms
Rooms
–– Manning
Manning –– Sound/Light/Video
Sound/Light/Video
–– Security
Security Locations
Locations
–– General –– Consoles
Consoles
General Lighting
Lighting
–– Power
Power
 EVENT PRODUCTION

•• Construction Materials
Materials
–– Wooden/metal
Wooden/metal support
support stage
stage
–– Stage-painted/carpeted
Stage-painted/carpeted
–– Backdrops/Props-
Backdrops/Props-
Ply/Cloth/vinyl/tensile
Ply/Cloth/vinyl/tensile /acrylic/metal
/acrylic/metal
–– Masking-material/colors
Masking-material/colors
–– Branding-cloth/vinyl
Branding-cloth/vinyl /sunboard
/sunboard
–– dpi-72/300-1200
dpi-72/300-1200
–– Flex/vinyl-laminated
Flex/vinyl-laminated for
for outdoors
outdoors
 EVENT PRODUCTION

• Sound
Sound Equipment
Equipment &
& Management
Management
–– Venue
Venue size/audience
size/audience size/performing
size/performing artists
artists
–– Flying/stacking/stands
Flying/stacking/stands
–– Mics-Lapel/collar/cordless/corded/podium/stand
Mics-Lapel/collar/cordless/corded/podium/stand
–– Stage
Stage monitors
monitors
–– Guitar
Guitar &
& keyboard
keyboard amplifiers
amplifiers
–– 24/48/64
24/48/64 channel
channel mixer
mixer board
board
–– Live/-1/+1
Live/-1/+1
EVENT PRODUCTION

•• Light Equipment
Equipment & Management
Management
–– Pars
Pars
–– Intelligent
Intelligent lighting-
lighting- moving
moving heads-spots
heads-spots &
&
washes/scanners
washes/scanners /color /color labs/changers
labs/changers
–– Follow
Follow spots
spots
–– Architectural
Architectural lighting
lighting -city
-city lights/washes
lights/washes
–– Sky-trackers
Sky-trackers
–– Theatrical
Theatrical lighting
lighting -- pin
pin spots
spots
–– General
General lighting
lighting –– halogens
halogens
–– Lighting
Lighting boards
boards for for programming
programming
–– Trusses
Trusses and
and winch
winch stands
stands
 EVENT PRODUCTION

•• Audio-visual
Audio-visual Equipment
Equipment &
& Management
Management
–– LCD
LCD -- primarily
primarily for
for computers
computers
–– 3-gun
3-gun technology
technology
–– 750
750 ANSI
ANSI lumens-6000
lumens-6000 ANSI ANSI lumens
lumens
–– Formats:
Formats: 3:4;2:3;Cinemascope
3:4;2:3;Cinemascope
–– Video
Video screens-front/back
screens-front/back projection/
projection/ motorised
motorised
–– Playback-Beta/
Playback-Beta/ Digibeta/VHS/
Digibeta/VHS/ Super
Super VHS/DV
VHS/DV
–– Live/Playback/Record
Live/Playback/Record
–– Live/Deferred
Live/Deferred telecast/OB
telecast/OB vans
vans
–– Mixers/monitors/switchers/connectors
Mixers/monitors/switchers/connectors
–– Cable
Cable length
length -- lower
lower resolution
resolution
 EVENT PRODUCTION

•• Power
Power Management
Management
–– Genset
Genset operation
operation
–– 24-hour
24-hour manning
manning
–– Always
Always separate
separate gensets
gensets for
for sound
sound and
and light
light
–– Separate
Separate gensets
gensets for
for stage
stage and
and general
general lighting
lighting
–– Audio
Audio and
and video
video on
on same
same genset
genset
–– Video
Video cable
cable always
always separate
separate from
from audio
audio and
and power
power cable
cable
 EVENT PRODUCTION
• Special
Special Effect
Effect Technologies
Technologies
–– Lasers
Lasers -- wattage/color/yag
wattage/color/yag
–– Animation/beam
Animation/beam effects
effects
–– Storyboard/text
Storyboard/text
–– Xenon-still/scrollers
Xenon-still/scrollers
–– Water-fountains
Water-fountains
–– Water
Water screens
screens
–– Water
Water curtains
curtains
–– Pyrotechnics
Pyrotechnics -- Cold/hot
Cold/hot
–– Gerbs/flashes/fire-balls/aerial
Gerbs/flashes/fire-balls/aerial shells/niagra
shells/niagra
 EVENT PRODUCTION
•• Vendor
Vendor Options
Options &
& Management
Management
–– A
A rental
rental business
business
–– Staging
Staging and
and infrastructure
infrastructure suppliers
suppliers
–– Set
Set makers
makers
–– Branding
Branding suppliers/printers
suppliers/printers
–– Light&
Light& Sound
Sound professionals
professionals
–– AV
AV equipment
equipment suppliers
suppliers
–– Genset
Genset suppliers
suppliers
–– Laser
Laser companies
companies
–– Xenon
Xenon system
system companies
companies
–– Water
Water effect
effect professionals
professionals
–– Pyrotechnic
Pyrotechnic professionals
professionals
–– Catering
Catering companies
companies
–– Toilet
Toilet suppliers
suppliers
 EVENT PRODUCTION

•• Artist
Artist Management
Management •• Backstage Management
Management
–– Artist
Artist roster
roster –– Green
Green Rooms
Rooms
–– Fees
Fees –– Catering
Catering
–– Contact –– Show
Show Timeline
Timeline
Contact numbers
numbers
•• Show Management
Management
•• Front-of-House
Front-of-House
–– Detailed
Detailed Cue-sheet
Cue-sheet
Management
Management
–– Clear-com
Clear-com
–– Usher
Usher deployment
deployment communication
communication -show
-show
–– Gate
Gate management
management director/light/sound/video
director/light/sound/video
–– Security
Security deployment
deployment /SFX/left
/SFX/left of
of stage/right
stage/right of
of
stage/console/generator
stage/console/generator
 EVENT PRODUCTION
•• Budgeting
Budgeting
–– In-depth
In-depth knowledge
knowledge of of costs
costs of
of each
each element
element
–– Basic
Basic stage
stage -- 2-1/2
2-1/2 ftft high:Rs
high:Rs 30
30 per
per sq
sq ft
ft
–– 4-6
4-6 ft
ft high:
high: Rs
Rs 50
50 per
per sq
sq ft
ft
–– 72
72 dpi
dpi vinyl:Rs
vinyl:Rs 50
50 per
per sft
sft
s. –– 300
300 dpi+:Rs
dpi+:Rs 100100 per
per sft
sft
R
= –– Barricading:Rs
Barricading:Rs 10 10 rft
rft
+ –– Cloth
Cloth masking:
masking: Rs Rs 10
10 rft
rft
–– Lights-Pars:Rs
Lights-Pars:Rs 250250 each
each
–– Scanners:Rs
Scanners:Rs 5-7000
5-7000 each
each
–– Video
Video projectors:Rs
projectors:Rs 1500-Rs
1500-Rs 50,000
50,000
EVENT PRODUCTION
•• Legal
Legal &
& Taxation
Taxation Aspects
Aspects
–– IPRS
IPRS
–– Permissions-Police-Local/Traffic/Licensing
Permissions-Police-Local/Traffic/Licensing
–– Permissions-Municipality
Permissions-Municipality
–– Permissions-Fire
Permissions-Fire
–– State
State Tax
Tax Laws
Laws
–– Insurance
Insurance &
& Risk
Risk Management
Management