Event Management & Marketing

Setting the Tone

The Spirit of Events in Pictures

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11/03/09

Introduction & Perspective

Event management, the most

profound form of advertising and
strategic marketing tool, is a
glamorous and thrilling profession
In the last 10 to 15 years, there
has been enormous growth in the
event management industry.
Event management is generally
outsourced
Almost 500 billion US dollars
(USD) are spent annually on
planned events around the world
To arrange events for a small
group of people or huge events
with around 1lakh people
attending
Immense work pressures, long
hours of work quite often outside
regular business hours, are all
part and parcel of achieving a
rewarding outcome in this field .

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The event management sector in

the country has been in the
forefront of everybodys focus
with the growing importance of
marketing communication
Event management Industry
referred to as Live
Entertainment is a fast growing
and rapidly evolving industry
More than 2000 companies have
forayed into events. The early
90s has seen events spend at a
mere 20 crores but now it has
increased to over 2000 crores.
But surprisingly, research
showed that there was no
formalized education to teach
event management
Today it is much more
professional and more organized
sector than a decade ago.

Some Number Crunching

Current Size-9 billion

Projected Size-19 billion

by 2010

CAGR-18%
Source-FICCI and PWC Report

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The 4 Avatars of Events

Leisure events e.g. leisure

sport, music, recreations

Leisure
Events

Cultural events e.g.

ceremonial, religious, art,
heritage, and folklore

Corporate
Events

Events

Cultural
Events

Personal events e.g.

weddings, birthdays,
anniversaries

Personal
Events

Corporate events e.g.

commercial, political,
charitable, sales, product
launch

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Lets Define Events

Event or Experiential marketing is

an interactive two-way marketing
communications tool, which aims
to bring brands to life and
communicate complex brand
messages through interactive
sensory experiences that should
excite and engage the customer
(or)
An event is a live-multimedia package
carried out with a preconceived
concept, customized or modified to
achieve the clients objectives of
reaching out and suitably influencing
the sharply defined, specially
gathered target audience by providing
a complete sensual experience and an
avenue for two-way interaction
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Events

Reach

Point
Blank
Comm.

Live Talk

with

Live
TG

Creates

I luv
u

Lets define Event

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 event like
Birthday party, Graduation
day, Bachelor's party,
Engagement, Wedding,
Anniversary, Retirement day,
Funeral etc
Education and career event like
education fair, job fair,
workshop, seminar, debate,
contest, competition etc.
Sports event like Olympics,
world cup, Marathon,
Wimbledon, Wrestling matches
etc

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Entertainment event like

Music concerts, Fairs,
Festivals, Fashion shows,
Award functions, Celebrity
nights, Beauty Peagents,
Flash mob, Jewellery shows,
Stage shows etc
Political event like Political
procession, Demonstration,
Rally, Political Functions etc
Corporate event like MICE
(Meetings, Incentives,
Conferences, Exhibitions),
product launches, road
shows, buyer-seller meet etc.
Religious event like Religious
festivals / Fairs, Religious
Procession, Katha, Pravachan,
Diwali fair, Dusherra fair etc.
Fund raising/ Cause related
event

Lets define Event Management

Encompasses all activities involved in planning, organizing,

staffing, leading and evaluating an event, venue selection, stage
design,infrastrutre,laison with
artists,performers,networking,advertising,PR ,tickets sales etc

IPL, Femina Miss India, Freshers Day etc

A lot can go wrong in the world of event management. But what's cool is that
you get to manage it all and set it right! Event managers conceptualize
and execute events from start to finish

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Lets Define Event Marketing

Canvassing the event,

understanding the TG, brand
character, values, positioning, to
have a perfect blend with brands
personality.

Tag Heur inauguration by SRK

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CEO Speak
Events are specialized
and
Demand special skills to
produce
the show.

EM is all about whacky

ideas
There should always be
back up

CEO SPEAK

In EM, one can focus at:

Creative side
Marketing Side
Production and
Technical side
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Salaries range from

10k-20k
in the
first year and go up to
50-75k in 3 years
In Mktg or Production
Areas

EM teaches to plan
and coordinate with lot
Of vendors ,networking
& calling the shots

5 Cs Of Events
CONCEPTUALIZATION-(Initial to final)
COSTING

CANVASSING
CUSTOMISATION

CARRY-OUT TO THE EVENT

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A Peep Into an EMCs Services

Promote and produce

international and domestic
concerts
Provide staging ,lightning, sound
for concerts
Production services, including
stage magmt and event
management
Own and operate state of the art
50 watt yag laser with four
remote head and fiber optic
cables
Provide dedicated EM services to
corporate sponsors
Creative integration of sponsor
branding and entitlements on
events
Production of TV specials

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Coordinate ads, publicity and PR

actually for events

Design, development and

manufacture of quality
merchandising

Secure relevant permission and

licenses for events

Management of travel, freight

movement and hospitality

Source and provide audio and

video recording facilities including
crew

Extensive networking

Dissection of 5 Cs
Initial

Conceptualization

Creative Idea

Costing
Final

ROI

Ambience

Production
Cost

Carry outEVENT
Canvassing

Sponsors/
Customers
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Customization

Networking
Partners

Tweaking to
objectives

Brand
Personality

Why Events?

Proliferation of media

Traditional ways are moving from growth

to maturity stage

Cut throat competition-JND

EM is though in nascent stage but

graduating to as strategic marketing tool

Enhances the sensory

experience

Reinforces brand image

Increases mileage

Bring lot of impetus to IMC

Brings lot of exclusivity

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Creating

Image

Awareness

Brands in
PLC

Building
Creating &
Maintaining
brand
Identity

Rejuvenate

Market
research

Events
Helps In
Brand
Building

Blend of
Personality

Of client and
TG

Relationship
Building

Repositioning
Intimate
Of Brands
Enhancements

Why Events?
By
Breaking the
clutter

Helps
To focus
The Target
Market

By encouraging
Two
way
communication

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Helps to
implement
Marketing Plan

By authentic test
marketing

Increasing
customer
Traffic in stores

Enabling sales
promotions

Enabling
relationship
And PR

Sales team
motivation

Instant publicity
and sales

Recruitment
Of sales rep
And distributors

What we will discuss today??

6 Key elements of events

Case studies-Food for thought

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6 Key Elements of Events

Organizer
Event
Infrastructure

Venue
Event

TG

Media
Client
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Lets Dissect themEvent

Infrastructure

Core people-

Core Concept

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Performers,
actors,
influencers

Core talentPerformer
exhibits

Core
StructureThe
organization
hierarchy

Target GroupThe heart beat

Lets Dissect ThemClients

Target
Clients

Objectives

Introspection

Event
OrganizersWE

Background Check and

Negotiations
Merchandising and location Points
Preparation and Post Event Follow-up

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Market
Research

My category
-Core
strength

Thanks
You have a nice day!!!!!!!!!!!