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PRINCIPLES AND PRACTICES OF

EVENTS MANAGEMENT

SESSION 2
Objectives

 Underline the importance of getting organised.

 Distinguish the feasibility of events and testing an idea.

 Review the screening process from a marketing, operations
and financial point of view.

Essential reading

SHONE, A., and PARRY, B., 2004. Successful event management.
2
nd
ed. London: Thomson. Chapter 5.

RESOURCE GUIDE TO THE IMPACT OF EVENTS, 2007 [online]
Available at URL:http://www.heacademy.ac.uk [accessed 1
October 2010]



THE EVENT TEAM WILL NEED TO CONSIDER :


•HOW MUCH TIME IS AVAILABLE?

•THE BACKGROUND OF THE TEAM?

•THE WORKING RELATIONSHIP?

•HAS THE TEAM GOT THE RIGHT BALANCE AND
EXPERTISE?

THE COMPOSITION OF THE
COMMITTEE NEEDS TO BE ABLE
TO DEAL WITH KEY JOBS I.E.
ORGANISING, MARKETING,
FINANCE, FINDING RESOURCES,
RECORDING OR JUST PLAIN
BEING ENTHUSIASTIC.

AS EVENTS GROW THE
ORGANISATION OF THE
COMMITTEE MAY CHANGE I.E.
ADDITIONAL HELP FROM OUTSIDE
THE IMMEDIATE COMMITTEE MAY
BE REQUIRED E.G. SPEAKERS,
CATERERS, MARSHALS
EVENT FEASIBILITY: FINDING AND TESTING AN IDEA

NEED SYSTEMATIC APPROACH- WHAT MIGHT SEEM A GOOD
IDEA TO THE GROUP MAY NOT BE FEASABLE TO PEOPLE
OUTSIDE THE GROUP.

A SERIES OF TEST COULD BE APPLIED IN THE FORM OF
SCREENING
MARKETING SCREEN
THE OPERATIONS SCREEN
THE FINANCIAL SCREEN



ALL WITH HELP TO SORT OUT LESS VIABLE IDEAS AND HELP IDENTIFY THE
IDEAS THAT WILL WORK THE BEST WHEN TESTED AGAINST THE
OBJECTIVES OR CRITERIA SET.

ALL WITH HELP TO SORT OUT LESS VIABLE IDEAS AND HELP IDENTIFY THE
IDEAS THAT WILL WORK THE BEST WHEN TESTED AGAINST THE
OBJECTIVES OR CRITERIA SET.

AT THE END OF THE SCREENING PROCESS YOU MAY HAVE SEVERAL
ACCEPTABLE IDEAS OR NONE. A CHOICE WILL THEN BE NEEDED WHAT TO
DO NEXT.

ALL SPECIAL EVENTS REQUIRE A
FEASIBILITY PROCESS ALTHOUGH
SOME EVENTS HAPPEN SIMPLY
BECAUSE THEY HAVE TO AND
FEASIBILITY TEST IS NOT REQUIRED
BUT PLANNING IS STILL NECESSARY
I.E. PERSONAL EVENTS LIKE A
DINNER PARTY: ALTHOUGH YOU
STILL NEED TO THINK WHAT IS
NEEDED IT IS HOWEVER NOT A
FORMAL PROCESS.

THE CRITERIA FOR WHAT TYPE OF
EVENT MIGHT INCLUDE WHAT TYPE
OF EVENT HAS BEEN SUCCESSFUL IN
THE PAST.

THE SCREENING PROCESS

THE MARKETING SCREEN

IDENTIFY A NUMBER OF IDEAS

TARGET MARKET-TYPE OF
PEOPLE, THEIR DEMOGRAPHIC
OR SOCIAL PROFILE, AGE
GROUP, FAMILIAR ACTIVITIES,
PAST EXPERIENCE OF EVENTS,
SIZE OF THE TARGET GROUP
ETC.

THE MARKETING PROCESS IS
RELATED TO WHAT WILL WORK
IN A QUIET MARKET.


THE OPERATIONS SCREEN


•WHAT IS ACHIEVABLE
•WHAT RESOURCES ARE NEEDED
•WHAT EXPERTISE AND STAFFING IS AVAILABLE
•WHAT LOCATIONS OR VENUES ARE AVAILABLE WITH CAPACITY
AT THE REQUIRED DATES
•WHAT IS THE TIMESCALE OF THE EVENT
•WHAT TECHNOLOGY OR OTHER EQUIPMENT WILL BE NEEDED
•CONSIDERATION IS ALSO REQUIRED TO LEGALITIES
INSURANCE, LICENCE, SAFETY PERMIT.
THE OPERATIONS PROCESS IS ALL ABOUT WHAT CAN BE
ACHIEVED FROM ALL OF THE ABOVE.
THE FINANCIAL SCREEN

ALMOST ALL EVENTS WILL HAVE A BUDGET.

THE PURPOSE OF THE FINANCIAL SCREEN IS TO TAKE THE
SHORTLISTS OF POSIBLE EVENTS AND PREPARE AN OUTLINE
BUDGET FOR EACH ONE, TO HELP THE DECISIONS MAKING
PROCESS.

THE OUTLINE BUDGET SHOULD REALLY UNDERESTIMATE
REVENUES AND OVERESTIMATE COSTS.