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What is an Event?
An 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 events: Events like Birthday party, Hen/Stag party, Graduation day, Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc. Education and career events: Events like education fair, job fair, workshop, seminar, debate, contest, competition etc. Sports events: Events like Olympics, World Cup, marathons, Wimbledon, wrestling matches etc. Entertainment events: Events like music concerts, fairs, festivals, fashion shows, award functions, celebrity nights, beauty pageants, flash mob, jewelry shows, stage shows etc. Political events: Events like political procession, demonstration, rally, political functions etc. Corporate events: Events like MICE (meetings, incentives, conferences, exhibitions), product launches, road shows, buyer-seller meet etc. Religious events: Events like religious festivals / fairs, religious procession, Katha, Pravachan, Diwali fair, Dusherra fair etc. Fund raising/ cause related events: Any event can be turned into a fund-raising or cause related event e.g. auctions.
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Objectives of Event:
Successful event planning is the key to successful alumni groups. Keep in mind the overall objectives of both the SF State and your alumni group in all program planning. For many, alumni events represent the only contact they have with other SF State alumni or the University. Advanced planning and execution are important to the success of each event. Establish a committee and sub-committees – Event committees are necessary to properly plan and execute events. Sub-committees can be formed to organize specific activities at the event. This will spread the workload, and develop future leaders for your alumni group. Encourage involvement from alumni group members – The more involvement you seek from regular members, the stronger your alumni group becomes. Involve the Alumni Association – Advanced notice given to the Alumni Association of your upcoming event will increase your visibility and communication to alumni members. Event Balancing – Are your events spaced equally throughout the year? Are they appealing to your constituents? Do you have diversity and a blend of social, cultural, athletic, and friend-raising events? Do you plan your events in conjunction with the Alumni Association’s events? Consider doing a brief, informal survey among your constituents to determine their specific needs and interests.
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In the last 10 to 15 years, there has been enormous growth in the event management business. Event management is a way of outsourcing occasions that are either business, social or a combination of the two. Events can be as diverse as weddings to political rallies. For any business meeting or social occasion you can think up, an event management team can be called in to organize it. Almost 500 billion US dollars (USD) are spent annually on planned events around the world. It is no longer adequate to have a small catering team supplying food at business events. If you want your event to be successful and look impressive to potential clients, then event management is the way to go.
The range of events that an event management business can supply is impressive. They can arrange events for a small group of people or huge events with around 5,000 people attending. Most businesses contact an event management team because their expertise in the field should be second to none. Planning an event is a time consuming and stressful affair; it is also a costly one. Event management teams have contacts within their field in order to obtain the best price quotes and the most reliable service. Imagine you are holding an event for 5,000 people that will last all day. You may think that catering is the most stressful thing to deal with, but have you taken accommodation and entertainment into consideration? How about staff for the event, the room size where you will be holding the event, seating arrangements and, of course, the budget for the event? These are all factors that a professional event management team will have firsthand knowledge of.
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No matter what the type or size, if the event is an important one, you should consider contacting an event management team. They can deal with conferences, award ceremonies, product launches, gala diners and corporate activity days, to name a few. When you contact an event management team, ask what their qualifications are, and then ask for examples of previous events they have managed.
If you are a business, word of mouth is one of the most reliable forms of reference. If you have recently attended a successful event or wedding, ask about the event management team that planned it. Event planners are experts at keeping your staff happy and impressed, and they will also give the impression that your business is flourishing and professional. A flourishing business is one of the most impressive incentives to a potential investor. An event management team may cost you money, but it may also make you money in the future.
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interpret and initiate appropriate action for events Basis for operational monitoring and control and entry point for many service operation activities Page | 5 .Event Management Process Why have event management? An event can be defined as any detectable or discernable occurrence that has significance for the management of the IT Infrastructure of the delivery of IT service and evaluation of the impact a deviation might cause to the services. Passive monitoring tools that detect and correlate operational alerts or communications generated by configuration items The objectives of event management Event management is to provide the entry point for the execution of many service operation processes and activities. Effective service operation is dependent on knowing the status of the infrastructure and detecting any deviation from normal or expected operation. Any expectations will generate an alert that needs to be communicated to the appropriate tool or team for action. Events are typically notifications created by an IT service. In addition. which are based on two types of tools: Active monitoring tools that poll key configuration items to determine their status and availability. it provides a way of comparing actual performance and behavior against design standards and Service Level Agreements. Other objectives include: Provides the ability to detect. This is provided by good monitoring and control systems. configuration item or monitoring tool.
but slightly different in nature. intrusion detection) Normal activity (e.g. Event management is focused on generating and detecting meaningful notifications about the status of the IT infrastructure and services. monitoring tools will check the status of a device to ensure that it is operating within acceptable limits. Whilst monitoring is required to detect and track these notifications. fire and smoke detection) Software license monitoring for usage to ensure optimum/legal license utilization and allocation Security (e. even if that device is not generating events. as well as warnings and exceptions. Provides operational information. The scope of event management Event management can be applied to any aspect of service management that needs to be controlled and which can be automated. These include: Configuration Items (CIs): Some CIs will be included because they need to stay in a constant state Some CIs will be included because their status needs to change frequently and event management can be used to automate this and update the CMS Environmental conditions (e. tracking the use of an application or the performance of a server) The difference between monitoring and event management – These two areas are very closely related.g. Page | 6 . to aid automation Supports continual service improvement activities of service assurance and reporting and service improvement. For example.g. monitoring is broader than event management.
Examples of events Events that signify regular operation: notification that a scheduled workload has completed a user has logged in to use an application an email has reached its intended recipient Events that signify an exception: a user attempts to log on to an application with the incorrect password an unusual situation has occurred in a business process that may indicate an exception requiring further business investigation (e. but not exceptional. a web page alert indicates that a payment authorization site is unavailable – impacting financial approval of business transactions) a device’s CPU is above the acceptable utilization rate a PC scan reveals the installation of unauthorized software Events that signify unusual.g. operation: Server’s memory utilization reaches within 5% of its highest acceptable performance level The completion time of a transaction is 10% longer than normal Page | 7 .
will allow the business to benefit from more effective and more efficient service management overall. Page | 8 . before any actual service outage occurs. In many cases. such as designing new or improved functionality or defining new ways in which the business can exploit technology for increased competitive advantage. Event management provides a basis for automated operations. it is possible to determine the basis for its value as follows: Event management provides mechanisms for early detection of incidents. availability or capacity management). it is possible for the incident to be detected and assigned to the appropriate group for action.The value to the organization of event management Event management’s value to the organization is generally indirect. thus improving the performance of the process. Event management makes it possible for some types of automated activity to be monitored by exception – thus removing the need for expensive and resource intensive real-time monitoring. thus increasing efficiencies and allowing expensive human resources to be used for more innovative work. This. however. in turn. event management can signal status changes or exceptions that allow the appropriate person or team to perform early response. while reducing downtime. When integrated into other service management processes (such as. for example.
Event occurs – Events occur continuously. During the service transition phase. but no further action will be taken. it will be detected by an agent running on the same system. therefore. managing and supporting IT services and the IT infrastructure that they run on understands what types of event need to be detected. a programming hook inserted into an application. important that everybody involved in designing. Significance of events – Every organization will have its own categorization of the significance of an event. It is. specifically designed to read and interpret the meaning of the event. developing. or transmitted directly to a management tool. Event filtering – The purpose of filtering is to decide whether to communicate the event to a management tool or to ignore it. The ability to produce these notifications has to be designed and built into the CI. The CI generates a notification when certain conditions are met. but it is suggested that at least these three broad categories be represented: Page | 9 . for example. Event detection – Once an event notification has been generated. which collects certain targeted data. the event will usually be recorded in a log file on the device. the event generation options would be set and tested.The Activities Of Event Management The service design phase of the service lifecycle should define which events need to be generated and then specify how this can be done for each type of CI. but not all of them are detected or registered. If ignored. This is often referred to as polling. Event notification – Most CI’s are designed to communicate certain information about themselves in one of two ways: A device is interrogated by a management tool.
each designed specifically for the task it has to initiate. It is here that the meaning of the event is determined. Examples of exception events include: A server is down Response time of a standard transaction across the network has slowed to more than 15 seconds Event correlation – If an event is significant. There are many different types of triggers. response times will be unacceptably long and the Operational Level Agreement for that department will be breached. a response will be required. The mechanism used to initiate that response is also called a trigger. Trigger – If the correlation activity recognizes an event. Warnings are intended to notify the appropriate person. Some examples could include: Page | 10 . impaired functionality or degraded performance. The collision rate on a network has increased by 15% in a short period of time (which is defined. They are typically stored in the system or service log files and kept for a predetermined period. Examples of warning events are: Memory utilization on a server is currently at 65% and increasing. Informational: This refers to an event that does not require any action and does not represent an exception. If it reaches 75%. Typically this means that an Operational Level Agreement or Service Level Agreement has been breached and the business has been impacted.e. i. Exception: An exception means that a service or device is currently operating abnormally. an hour). a decision has to be made about exactly what the significance is and what actions need to be taken to deal with it. Examples of informational events include: A device has come online A transaction is completed successfully Warning: A warning is an event that is generated when a service or device is approaching a threshold. process or tool so that the situation can be checked and appropriate action taken to avoid an exception. Exceptions could represent a total failure.
Open an RFC. an incident can be created as soon as an exception is detected. or that create or delete entries in the database Response selection – At this point of the process. Examples of auto responses include rebooting a device. Incident triggers that generate a record in the incident management system Change triggers that generate a request for change A trigger resulting from an approved request for change that has been implemented but caused the event. or when the correlation engine determines that a specific type or combination of events represents an incident. there are a number of response options available: Event logged – There will be a record of the event and any subsequent actions. restarting a service. The trigger will initiate the action and then evaluate whether it was completed successfully. an incident or problem record will be created. Page | 11 . problem or change management process. Auto response – Some events are understood well enough that the appropriate response has already been defined and automated. Open an incident record – As with an RFC. The alert will contain all the information necessary for the person to determine the appropriate action Incident. If not. or from an authorized change that has been detected Scripts that execute specific actions Paging systems that will notify a person or team of an event Database triggers that restrict access of a user to specific records or fields. This is normally a result of good design or previous experience (within problem management). it will need to be escalated. The purpose of the alert is to ensure that the person with the skills appropriate to deal with the event is notified. Alert and human intervention – If the event requires human intervention. locking a device or application to protect it against unauthorized access. problem or change? – Some events will represent a situation where the appropriate response will need to be handled through the incident.
Informational events are simply logged and then used as input to other processes. Review actions – As thousands of events are generated on a daily basis. e.g. For example. it is not possible to review every one. These incidents should not be used to calculate downtime. or to track trends or counts of event types etc. a security incident. In most cases this step refers to linking an incident to an existing problem record. This will assist the problem management teams to reassess the severity and impact of the problem. it is important to check that any significant events or exceptions have been handled appropriately. Close event – Some events will remain open until a certain action takes place. and may result in a changed priority to an outstanding problem. In this case. The incident should be escalated to the group that manages that type of incident. such as backup and storage management. As there is no outage. However. Page | 12 . be used to demonstrate how proactive IT has been in making services available. Auto response events will typically be closed by the generation of a second event. In many cases. Open or link to a problem record – It is rare for a problem record to be opened without related incidents. the incident model used should reflect that this was an operational issue rather than a service issue. However. it generates an event that effectively closes the loop and clears the first event. unauthorized entry to a data center. a device generates an event and is rebooted through auto response – as soon as that device is successfully back online. in fact. the incident will be logged using an incident model that is appropriate for this type of exception. most events are not opened or closed. and can. Special types of incident – In some cases an event will indicate an exception that does not directly impact any IT service. this can be done automatically. e.g. for example an event that is linked to an open incident.
private (personal) events such as weddings and bar mitzvahs. Events and festivals. have a large impact on their communities and. marketing programs (road shows. award ceremonies. planning the logistic management and coordinating the technical aspects before actually executing the modalities of the proposed event. and special corporate hospitality events like concerts. The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. press conferences.. devising the event concept. film premieres. From product launches to press conferences . Services of Event Management Company Event management companies and organisations service a variety of areas including corporate events (product launches. hoping to generate media coverage which will reach thousands or millions of people. corporate meetings and conferences). commercial events. identifying the target audience. Page | 13 . in some cases. launch/release parties. They might target their audience by using the news media. charity. build business relationships.Role of Event Management Event Management involves studying the intricacies of the brand. companies create promotional events to help them communicate with clients and potential clients. Event management is considered one of the strategic marketing and communication tools by companies of all sizes. They can also invite their audience to their events and reach them at the actual event. society and group will hold events of some type/size in order to market themselves. fashion shows. the whole country. The recent growth of festivals and events as an industry around the world means that the management can no longer be . raise money or celebrate. grand opening events). such as the Asian Games. Every industry.
The logistics side of the industry is paid less than the sales/sponsorship side. conferences and seminars as well as live music and sporting events. logistics. The industry includes fields such as the MICE (Meetings. there is no formalized research conducted to assess the growth of this industry. Incentives. It is a multi-dimensional profession. though some may say that these are two different industries. (Or just a subset of these. budgeting. Event managers and their teams are often behind-the-scenes running the event. Surprisingly. exhibitions. technical and logistical elements of the event. Page | 14 . expertise and budget). depending on the client's needs. Event managers may also be involved in more than just the planning and execution of the event. of course. Event Manager The Event Manager is the person who plans and executes the event. negotiation and. with mega shows and events hosted regularly. scriptwriting. which at its maximum may include all creative. client service. audio-visual production. The event manager is an expert at the creative. Conventions and Events). If the Event Manager has budget responsibilities at this early stage they may be termed an Event or Production Executive. Event Management as an Industry Event Management is a multi-million dollar industry. This includes event design. marketing and communication strategy. growing rapidly. but also brand building. The Event Manager may become involved at the early initiation stages of the event. technical and logistical elements that help an event succeed.Clients hire event management company to handle a specific scope of services for the given event.
Page | 15 . event planners had to put up with high costs to hire resources for managing events.Benefits of Event Management A recently conducted survey revealed that more than 67% event planners relied on comprehensive event management solutions to manage events of varied scale and budgets. This clearly reflects the growing popularity of solutions that have enabled event planners to streamline their work and host successful events. Registrants simply fill out the registration forms and manage their registrations themselves. Thanks to the end-to-end event registration and management solutions. You can save a lot of money by simply investing in an integrated solution that will help you to cut down costs to a considerable extent. In addition. planning and executing has become easier. You can use the online registration software as a centralized platform to manage the data about your event and attendees. This helps you to make the entire registration process extremely simple for your prospective attendees. For several years. Cost effective Hiring a resource for managing your event will require you to shell out several dollars. Advanced solutions come with several key features that help event managers like you to plan and execute their events successfully. they had to address various glitches that arose while organizing events. Some of the benefits that these solutions include the following: Online registration facilities Integrated event management software tools provide features to facilitate online registration.
they get instant confirmation emails once the registration is completed. You can even create private communities to attract your target audience in an effective manner. Furthermore. The "invite your friend" option will help you to spread awareness. you can ensure high attendance and maximize your ROI effectively. Irrespective of the industry you cater to. Private community is a powerful tool that will enable your attendees to network with one another. So. Event marketing You can use the event registration and management software to market your events as well. Customizable registration questionnaires A detailed registration questionnaire enables you to understand your attendees' interests. expectations and preferences. Payment facilities With comprehensive event management software in place you can make it easier for your attendees to pay for registering at the event. Moreover. Page | 16 . This benefits event planners hosting a wide range of events. You can ask specific questions to your registrants and get useful insights that can help you to pull off your initiative successfully. choose the right event management solution and host a successful event. you can schedule the emails to be sent out on specific dates to ensure maximum participation. Most of these software tools support multiple payment gateways using which your prospective attendees can pay up at the click of the mouse. Email notifications Automated emails are extremely useful when it comes to informing your past attendees about an upcoming event. Comprehensive event registration and management solutions are highly scalable in nature.
g. (e. We can't identify all of the details you’ll need to think about (since much of it will depend on the type of event you are holding). you should have 4-6 months to plan (depending on the nature of your event) Be aware of statutory and religious holidays Avoid school holiday time periods (e. presenters. but if this is a new event. spring and summer holidays) Check dates with key participants – e. speakers..g. why are you organizing this event and what do you hope to achieve?) 2.How to Plan an Event What does event planning involve? Here is a high-level overview are some of the basic steps you’ll need to follow when developing an event. be sure to consider the following before firming up your date: Give yourself enough time! Ideally. Page | 17 . volunteer management 3. but we hope the following provides a starting point for your event planning. 10 Steps to Get You Started With Event Planning 1.. VIP guests. sponsors. winter.g. publicity.. speakers. Set a Date: The date might already be pre-set for a reoccurring event. entertainment. Organize a Team: Any event takes a concerted team effort to handle all of the details. Consider identifying one key Event Manager or Event Chair as well as individual Chairpersons for subcommittees. etc. Develop Event Goal and Objectives: The very first step is to establish a tangible goal and objectives. such as: venue management.
) Speakers/presenters (identifying. etc. including: Venue. budget. on-site sign-in.. social media. confirming.) Registration (online sign-up. logistics & catering management (contracts. This means that you need to come up with a dynamic overall theme and you need to take great care with the actual name – since it can be a key attention-getter. water bottles. printed programs. etc. etc. especially in online media. A logo can be an effective branding tool – offering immediate recognition of your event in all of your publicity and promo items (e.4. guest and speakers lists. also try to craft a tagline – a short.g. payment and tracking. etc.? Page | 18 . think about: How is your event different from other events in your sector? What are you hoping to convey through this event? Create a Tagline: Once you’ve come up with a name.g. signage. Create a Master Plan: This plan should encompass all aspects of the event. Design a Logo: The final step will be having a logo created to represent your event. you need to choose a timely and compelling theme that sets you apart from your competition. Brainstorm names: When you are brainstorming the event name. permits. events calendars. Brand Your Event If you want your event to stand out.) 5.. Tshirts.) Sponsor/partner management Volunteer management 6.: web page & online promotion. etc. logistics & management) Activities/entertainment Publicity/promotion (online & off-line. registration. e. how are you going to keep track of your planning. media relations. Determine Administrative Processes In other words. bags. memorable branding slogan that describes the event. insurance.
And no plan is complete without the post-event thank-you. 10.7. to local businesses that might be able to provide goods or services. gift bag items. and then builds to include online and off-line publicity. etc. Identify and Establish Partnerships & Sponsors Are there organizations that you could partner with or call on for sponsorships to defray the costs and increase potential participation? When you involve other people or groups in your event. offer a door prize or a key silent auction item. they have a stake in helping spread the word and making the event a success. sponsor acknowledgements and articles about the event’s key messages or fundraising success. You might want to consider: Seeking corporate sponsors to fund a portion of the event. Establish a Budget Your budget should incorporate estimates for all of the key items identified on your Event Master Plan. Don’t forget to include any travel or accommodation costs for speakers. Event promotion starts with the initial notice or page on your website. such as flowers for the tables. presenters. This can range from national organizations that might want to sponsor a dinner. Partnering with community organizations who might be able to offer a venue and/or assistance with organizing or staffing an event 8. 9. media relations and on-going outreach to encourage registration. you need publicity to get people in the door. Create a Publicity Plan Even with the most amazing speaker or entertainment line-up. note in your newsletter or email to save the date. Page | 19 . Determine Evaluation Process How will you determine if your event is a success? Do you measure success by the number of registrants or attendees or is it dependent on you breaking even or raising a target amount in donations? When you set your initial event goals and objectives. etc. you should also consider how you will evaluate the event to determine your success.
Some important things to consider are how large the event will be and how many people are helping to plan the event. Try to decide on who will be involved with the planning from the beginning. It is important to keep the time line updated if new tasks become necessary and as tasks are completed. 2. Communication between everyone involved in planning is very important so that every task is completed and efforts aren’t duplicated. you will need to consider how much time will be required to make the event successful. How can you stay organized? Organization is key when you plan an event. you may be doing the planning on your own or with a committee.THINGS TO CONSIDER WHEN PLANNING EVENT 1. Who is doing the planning? Depending on the size of your event. 3. One important component of staying organized is having a timeline for your event. Page | 20 . A timeline should include all of the tasks needed to make your event a success and a due date for having them completed. You should also try to avoid major holidays and local or national events important to your community. Try using a color scheme on your timeline so it is clear who is working on which tasks. make sure that everyone remains informed of the planning process and timeline. Once you have decided who will be involved. When will the event take place? When deciding the date for your event.
are there catering services available that meet the dietary preferences of your community or can you bring in your own food and beverages? Page | 21 . What type of event should I have? Many times you will know in advance what type of event you are planning based on previous events you have held or your organization’s mission. Where should the event be held? Finding a location for your event is one of the most important tasks. 5. there are several questions to ask before you decide on your location: Is the space big enough to support your needs (both in terms of people and equipment)? Is the location accessible to your community? This includes handicap accessible.4. If not. easy to find from the road with visible signs. short travel time or close available accommodations. are they easy to find and are you allowed to put up directional signs? Are there enough chairs and tables available to meet your needs and will your participants be comfortable in the space provided? Is the equipment you need available at the site or able to be brought in? Is there anyone who can provide technical assistance? Do you want to provide food or beverages at the event and do you have an adequate budget to do so? o If so. Are their multiple rooms available if your event requires small groups? If you are using multiple rooms. so make sure you think carefully about your chosen site. If you have a space available at your own facilities that will accommodate your needs. Is the location available on the date and time of your event? Make sure to book time for set-up and clean-up and learn if there will be other events before or after yours. this will save you time and money.
so plan for these in your budget.org. make sure to create a budget based on how much you or your organization has available to spend. Remember that unforeseen costs can arise. How can I let people know about my event? Your marketing strategy should be based on who you want to attract to your event and what works well in your community. This is often done by overestimating some costs. e-mails or postcards and press releases for local newspapers. equipment and catering). Remember that you can always use more than one strategy depending on your budget and who you are trying to attract. equipment. posters. increase or decrease space requirements or change the date or time? 6. You can find templates for these options in the community events tool kit located at www. table renting. Some possible options include: fliers. Page | 22 . Is a deposit required and is there flexibility to change locations. Remember to include costs for your venue (space. 7. catering and miscellaneous costs such as registration. blurbs in a newsletter. How much will the location cost? Remember to include costs for space rental. and any special costs based on your event such as speaker gifts or video rental. or parking fees.GenoCommunity. office supplies and postage for planning and marketing efforts. How much will the event cost? When you begin to plan your event.
and professional manner. Page | 23 . from the design stage all the way through to the execution stage. Here are some of the areas of expertise that are important to consider when choosing an events management team. there are so many companies and firms out there that claim to be experts in event management and are willing to promise you the moon if you choose them. Also make sure the firm you hire is one that has experience managing executive meetings and conferences of all sizes. A high quality event management team will also have the flexibility to scale up or scale down their management of your events. an event management team will be a stronger candidate if they have experience managing a wide range of conferences and gatherings. After all. It is important to look to a firm’s records to make sure they are right for you and that they have the skills and resources to meet your needs in a timely. 1. from those that are small and intimate with only a few key players to large scale events that may host thousands of delegates. including symposiums. Naturally. Conferences and Executive Meetings The first area of expertise to consider when choosing a firm to help manage your events is conferences and executive meetings.Which Areas Of Expertise Are Important In Events Management? Choosing a client to take care of your events management needs can be a daunting experience. Look for a firm that is capable of helping you through every element of staging the conferences and executive meetings you might need to manage. depending on the resources you already have available and your specific requirements. friendly.
roadshows. Similarly. and check to make sure they have performed good work not just in the past but recently as well. and logistics onsite as well as liaisons with exhibitors. Page | 24 . and the meetings and conferences mentioned above. In others. This might mean helping you work effectively when it comes to profiling your sponsors in some scenarios. Look for teams that view these areas as strengths instead of as weaknesses. be sure the team you select has the skill. when it comes to sponsorship. A good event management team will be able to take care of every part related to the staging of an exhibition. Sponsorships and Exhibitions When selecting an event management team. ask the firm for them if you have not already reviewed them. This means the teams you consider should be capable of handling the planning of the exhibition. knowledge. a second area of expertise to consider is sponsorships and exhibitions. it might mean being able to increase the sales of your enterprise or having the skills necessary to cultivate leads that lead to business opportunities. the budgeting. Rather. summits. 2. marketing. it includes a number of factors that must be executed flawlessly long before the exhibition in order for the exhibition itself to work without interruption.corporate training sessions. and networking competence to maximize sponsorship opportunities and relationships. congresses. This does not include simply being there on the date of the exhibition. annual general meetings. Look for case studies.
3. a good team will be able to meet your needs and give your delegates an experience they will never forget. and treating delegates to a good time can be crucial in making headway in a number of industries. Incentives Finally. Regardless of whatever incentives you may have planned. Page | 25 . Look for an events management team that is capable of project managing every part of a trip with incentives. incentive trips are an essential element of business in many circles. Do not leave such golden opportunities to chance. This might involve managing weekends to Sydney or fully paid trips across the Pacific to Europe or North America.
conferences. And what’s more. social gatherings. advertising and marketing and much more. sports day celebrations. During academic years there are school events such as annual day functions. marketing campaigns. there are annual general meetings. Other events such as fashion shows. exhibitions. all rolled into one seamlessly choreographed process. we do not pay much heed to the people who assiduously put in their effort and creative talent to make these events memorable and successful. promotional campaigns. We either organize these events or take part in the show. Birthday celebrations. relationship management. meticulous planning. engagements and weddings are events we celebrate at the personal level. Event management is a multifaceted activity. Either ways we want these occasions to go on as per our expectations and in doing so we often seek professional help. We simply cannot bypass them as they touch almost all aspects of our social existence. religious gatherings and so on also play an important role in our life. However. inter and intra school contests. Major constituents of this profile include creativity. all of us have been a part of these events from time to time.Career in Event Management Events and occasions are an integral part of human life. talent hunt shows. followed by college and university level festivals. In the sphere of work. Page | 26 . They are the event managers. product launches and brand development activities. cultural programs.
These skills can easily be honed especially during the academic years. clients. subordinates. you must possess certain traits that would help you go a long way in this industry.Step-by-Step The very basic qualification to get into the realm of event management is to be a graduate in any discipline. Sales or Marketing. However. event management companies prefer candidates who have earned their qualification in allied fields such as a degree or a diploma in Public Relations. Essential skills include: Public Relations: to manage clients. their agents and a vast gamut of professionals you would meet in the line of your profession Creativity: from the germ of the concept to manage an occasion to its final delivery Marketing skills: to sell your idea to your clients in order to make their events memorable Analytical ability: you must have the knack to solve all sorts of problems and even have the foresight to anticipate unforeseen issues Organizational skills: to carefully plan for tasks for self and for the entire team Networking skills: this industry thrives on the shoulders of personal networking and you must have the ability to utilize it and expand it in your favour Management skills: ability to manage time. Page | 27 . stress. situations and so on Institutions that offer event management as a vocational study program are few and far between. Start Early A creative aptitude and the skill to manage things meticulously are the main ingredients of getting into the event management industry. Tourism. Most of these institutes offer certificate and diploma courses. budgeting. Hospitality Management. On the other hand. risks.
Apart from ample creative juices. visualize the décor and the sequence of items as they would unfold in front of the spectators. avoid complacency and always delight your client. stick to your career objectives. business analytics. problem solving skills and adjusting to rapidly changing situations are some other qualities essential for this role. The mantra for success in this cutthroat business is to constantly improve upon your existing skills. For this. the route to a successful occupation in the event management industry is not based on the foundation of academic laurels and certifications. However. you must arrange for an assortment of equipment.You can start off in this direction by organizing school and college events such as skits. client management. the basic survival toolkit to get into this profession is both wide and subjective. client management. negotiation. technicians and artists who would make the occasion successful. budgeting. A rich experience during these years plays a crucial role when you select event management as your preferred profession later on in life. Good networking skills. and communication and leadership skills. you must possess the quality to think out of the box. you need to have the acumen to select an appropriate venue for the occasion. time management. you must have immense patience and insight to see right into the smallest details of the entire event management process and always stay focussed on your project goals. annual day functions or sports events. ability to take on challenges. For this. quiz contests. marketing. you ought to have good planning. Further. Page | 28 . Your basic task is to plan and present an event in a novel way and that too from scratch. Is it the right career for me? Like many other career paths. Further. cultural meets.
1. 25.55. Funding/Scholarship Since most of the existing study programs pertaining to event management are certifications and diplomas.What would it Cost Me? A Post-Graduate Diploma in Advertising. conferences and so on. There are plenty of events: weddings. Pay Packet The pay packet in this industry varies according to your role and responsibility. the event management industry has continued to grow in leaps and bounds. Page | 29 . Media and Events (PGDAME) from the National Institute of Event Management (NIEM). Talented youngsters who want to leave their mark in this industry have numerous avenues. the type of clientele your organization is catering to.000 approximately. corporate events. religious functions. 000. In spite of the current global economic slowdown. costs around Rs. Job Prospect There are plenty of jobs in this industry. fashion and cultural shows. It also depends on factors such as the organization you are working with. scholarships are not on offer for students pursuing these programs. Mumbai. talent hunt and reality shows. Once you have garnered ample experience you can either start working in the capacity of a freelancer or event set up your own events business. and the city where the firm is located and so on. You can join an event management company or a media house that specializes in event management activities. 000 and the fees for a Diploma in Event Management (DEM) is around Rs. whereas the Post-Graduate Diploma in Event Management (PGDEM) costs up to Rs. academic and sports meets. your experience. birthday parties. 40.
exhibitions. Professionals in this field also get the opportunity to showcase their talent at international events where delegates from our country participate in cultural festivals and exchange programs. You can earn big money working in the capacity of an expert freelancer or the owner of your own event management company.000 per month. the event management business has to acquire professionals from a vast array of other vocations. music concerts. trade fairs. academic functions. you can easily bag a pay cheque in the range of Rs. Market Watch Event management is an industry that is on the move. Demand and Supply There are is an insatiable demand for professionals associated with this particular industry. Further. there is a great paucity of experienced professionals in this field. the cine industry has started hosting mega annual events at international venues. fashion shows. exhibitions. The remuneration goes up with your experience and area of expertise. The demand for creative and result oriented event managers is going to continue in the near future. As very few educational establishments offer professional courses for aspiring event managers. International Focus Off late our country has started getting more and more media coverage and recognition abroad. 000 – Rs.10. conferences. trade shows.15. Page | 30 .As a fresher in this industry. corporate events and so on. religious gatherings and the like have fuelled the demand for talented event managing personnel. This has greatly improved the scope for people engaged in the event management industry to try their luck in international market. An exponential growth in events such as talent-hunt competitions. To fill this gap.
sports persons. stage performers. different names An organization that is into event management business offers numerous positions to job seekers. costumes.Positives/Negatives Positives You get numerous opportunities to rub shoulders with celebrities from different walks of life be it cine stars. government officials. public and so on Promotion and Marketing – for promoting the image of the organization and also for marketing the event to the public at large Brand Development – a talent pool that is responsible for managing client requirements pertaining to brand restructuring Designing – team of creative people who visualize and then prepare design layouts for the stage. The following are some of the departments in a typical event managing company: Public Relations – managing a vast gamut of people ranging from clients. accessories and so on Page | 31 . corporate moguls and so on You have the satisfaction of having pulled off grand events with aplomb You get the thrill of organizing and managing events from their concept all the way up to their execution Negatives Like other creative pursuits you will have to put in endless hours of hard work to meet your deadlines You have to cope up with immense work pressure to live up to your client’s high expectations Other than long working hours the time schedule can frequently be erratic Different roles. politicians. artists.
Fountainhead 6. TCI Consultancy Services and 'e' Events 11. Tafcon Group 10. 360 Degrees 13. Administration – department that is responsible for back office and general administrative tasks Production – team comprising of media professionals who manage the production and editing of audio video related media Printing – department that takes care of printing all sorts of marketing collaterals and promotional items Top Companies 1. Ltd. DNA Networks Pvt. Cineyug Entertainment 2. E-Factor 5. 4. 12. Top notch media and production houses Page | 32 . Sercon 8. Percept D Mark 7. Sita Conferences 9. Wizcraft International Entertainment Pvt. Cox and Kings 3. Ltd.
Human Relationship Management.Tips for getting hired Since you would be working in the service industry and meeting people all the time having good communication skills helps Although a graduation degree is enough to get into an event management firm but qualification in Hospitality Management. Tourism Management. and Marketing enhances your chances for getting hired Keep an up to date portfolio of all your creative and organizational activities and highlight your achievements during the selection process It is not mandatory but desirable to have a certificate or a diploma in event management from a reputed academy Page | 33 . Public Relations.
do make sure that you understand what exactly needs to be done. refers to the organized planning and research involved in the proper execution of any event. The choice of the venue will depend on this factor. understanding and knowledge is crucial. family reunions. brand promotion meets. Make sure the customer has intimated his requirements to you clearly. keep yourself constantly updated with the evolving dynamics of each type of event.10 TIPS FOR EVENT MANAGERS Event Management. Entertainment events such as concerts require knowledge of various supporting resources to be put in place. more complex corporate and official events such as Annual General Meetings. Following are 10 things to keep in mind while organizing an event – Knowledge is power: In order to make an event successful. It is very important to know the number of people who are expected to attend the event beforehand. Before actually commencing with managing an event. No two events are the same and understanding the nuances of what is required for a particular event is crucial. weddings. Events such as corporate meetings have their own demands of protocol and procedures. talk to other people who have managed such events before. The event may range from simple social events like birthdays. Talk to people who have participated in such events before. The art and science of managing an event has become a specialized discipline and requires multi-faceted skills. Set the Stage: What is perfect for a few persons may turn out to be a claustrophobic experience for a hundred. as is obvious from the term. product launch parties and also special entertainment events such as live concerts and award ceremonies. Page | 34 .
hectic affair and neither should it be a long drawn affair which puts the audience's patience under test. Chalk up a plan of which actions to be taken. The agenda should be well balanced. they must be in sync and have the same color balance. After the venue is chosen it is essential to obtain maps. Time it Right! When planning an event. it is crucial to conduct dry runs and simulations. Have the technicians check and recheck the equipments before the show starts. and when. Track the progress of each such planned action to completion. Page | 35 . it’s time for the planning phase. Assign responsibilities to the various actors within you team. If possible. No event should be hurried. scout the location. Prepare today.Very often the decision of choosing a venue is taken jointly with the customer. do involve the customer in such a dry run and walk him through of what he may expect during the actual event. Before a big event. with adequate time contingencies built in. Nothing can be more embarrassing than a piece of equipment malfunctioning in the middle of the show. Pay attention to detail – for example when two projectors are beaming simultaneously on two ends of the stage. This will prevent unpleasant surprises. Arrangement of proper technical equipment and skilled technicians is of prime importance. execute tomorrow: Once a high level understanding of what needs to be done is obtained. Tools of the trade: It is also very important to have a grasp over the technicalities that run the show. and take notes. work out a plausible time span.
Page | 36 . Each of these parts has to function smoothly in order for the whole to work. Do not panic . plan in advance how to handle the situation and keep the audience occupied. Never ever make the mistake of landing up in the wrong side of the law. stage technicians. sound technicians. Have a backup plan in place. Rules are not always meant to be broken: Organizing an event also requires number of approvals.be prepared for such exigencies. it is mind boggling to think of the sheer number of players involved. There is no "I" in teamwork: An event involves a number of players. things may not always run smoothly and last minute glitches can occur. celebrities and of course the general audience. If an inordinate delay occurs (for example a performing artist does not show up on time). permissions and procedures to be obtained. civic authority clearances. "If anything can go wrong. Stick within the boundaries of the provisions during the event. have sought and obtained all necessary approvals and permissions. in a music concert – musicians. rehearsals and the best of your efforts. briefings and rehearsals are needed for everyone to understand what their responsibilities are and how they need to coordinate. During the event have effective communication and coordination mechanisms like wireless headsets. or your customer. Arrange for emergency power backups and other technical backup systems. Make sure you. For example. In teamwork. it will": In spite of the intricate planning. Communication is the key. Frequent meetings. or cell phones. most of all. sponsors. it is important to forsake egos. In some large scale events. environmental clearances etc. Don't try to blame others for anything for might go wrong – instead the entire team should work in close coordination to cover for the slightest mistake made by an individual. These range from permission from the police. light technicians.
but in the end your satisfaction would come from seeing the event getting executed perfectly. always remember that managing an event is all about interacting with people to deliver the best results. Safety is paramount: While it is important to have fun. Ensure that emergency exits are well marked and that you have adequate trained personnel to handle the situation in case anything untoward happens. Page | 37 . Have the fire brigade and paramedical ready in case of very large events. Smile!: Last but not the least. The customer is always king – some things may not always go your liking. Keep a cheerful and positive disposition .it lowers stress for everyone concerned. safety is a very important factor.
A relatively new breed of companies in the Indian corporate line. birthday celebrations. exhibitions. road shows. product launches.CONCLUSION Event-management companies are those organisations that take on the project of managing a particular event of their client from the beginning to end. • Sports: Every kind of popular sport whether cricket or Formula One race. these companies are however. Page | 38 . and who better to manage their ambitious public-relations events than professionals who have the expertise and resources of making every announcement. • Social:Family functions particularly weddings. art based. competitions and social-causes shows. getting increasingly important with the rise in corporate and personal events needing professionals to manage them. conferences. • Celebrity Circuit:Celebrity shows. Bigger is increasingly becoming better. house-warming rituals etc. event big. Scope: With the Indian economy opening up and throwing open its doors to global MNCs. seminars or even employee outdoor activities of mega companies. • Cultural: This includes events which are cultural or are heritage. international artists shows. Their scope includes these broad heads: • Corporate: High-level meetings. there has been a sea change in the way large corporate houses do business.
reports and studies are few. Page | 39 .Industry Figures: Still a largely un-organised sector. • The number of event management companies is under 5000 presently. • The market for event management in India is expected to witness growth of 25% p. the structure of the event management market in India is slowly changing from an unorganized framework towards an organized market. Drivers: The key drivers in the growth of event management companies in India are: • Growth in consumer spending and disposable income. and reach INR 23 billion by 2012. However. • Increase in below the line promotion among establishments.a. • Rise in the number of institutions offering course/specialization in event management. • Rising need of organised and structured event.
Clearly the key trends and drivers for growth point towards a successful horizon for the event management companies in India Page | 40 . some of the pertinent issues faced by entrepreneurs desirous of in setting up a event-management venture are: • Lengthy procedure for import of equipment. • High levels of entertainment tax imposed by the state/central governments.Challenges: However.
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