Presented by Joey Phuah

Event
Types of Events
Types of Events
 Corporate Events
Golf E vents
C onferences Networking E vents

B us ines s Meetings
Incentive Travel
Dinners
C arnivals
Trade S hows / Fairs E xecutive Retreat

Product Launches
Team B uilding

S eminars

A nnual Dinner Pres s C onferences

Theme Parties Opening C eremonies B oard Meetings

S hareholder Meetings / A GM
Private Events
Wedding C eremonies

Wedding
Dinners

Wedding
A nnivers aries

B irthday Parties

Fes tival Gathering

 What
is
Event
Management?
 Event
Management
The Aim of Event
Management
Who leads the event?

Advisor

Chairman

Event Manager
Event Organization
Chart
Event Manager

A person who
plans and executes
the event
 The Role of Event
Manager
Devising the Event Concept
Identifying the target audience

Marketing and Communication Negotiation

Client Service Budgeting

Scriptwriting Booking Venue
Logistics
Audio-visual production
Event Manager

Event managers and

their teams are often
behind-the-scenes
running the event.
Event Planning
Process
 Initiation
 Feasibility study – select an event
 Objective

 Concept development - timing, skills

Contextual factors – budget, legal/


regulatory, economic, social, political,
technological and environmental factors
Event Planning
Process
Planning
Planning
Event Planning
Process
Implementation

 Schedules

 Checklists

 People Management
Event Planning
Process
 Control &
Monitoring
 Setting benchmarks/ standards

 Tools
Event Planning
Process
 Shutdown

 Key Task
 Integration of shutdown into key event tasks
Creating the Event
Concept
 Pre-event
1. Proposal
2. Budget
3. Venue/ Site Selection and Design
4. Production Schedule
5. Speaker & Supplier Checklist
6. Sponsorship
7. F & B Menu
8. Guest list
9. Risk Management
10. Marketing
11. Promotion
Event Day
 Post Event

 Evaluation

 Shutdown and Reporting

  Indentify Expenditure
2. Food & Beverage
Indentify Income 3. Administration

4. Wages & salaries

3.Ticket sales
5. Venue
4.Sponsorship
5.Merchandising 6. Lighting, sound & visual

6.Advertising 7. Staging
7.In-kind 8. Graphic design

9. Printing

10. Decoration

11. Entertainment

12. Marketing & Promotion

13. Travel

14. Accommodation

See Appendix 1 _ Sample Budget 15. Contingency

Guidelines for Selection

3.Availability
4.Size of the event
5.Layout and suitability
6.Stage, field of play or performance area
7.Transport and parking
8.Proximity to accommodation
9.Services available e.g. F&B
10.Technical support e.g. PA system, projector
11.Cost
Conduct a Site Inspection
Develop a checklist for Site Inspection:

5.Compatibility with event theme

6.Seating arrangement
7.Sight obstruction e.g. pillars
8.Storage areas
9.Entrances & exits including freight access
10.Stage area
11.Equipment available on site
12.Safety and security
13.Access time
14.Power

See Appendix 2 _ Site Inspection Checklist

Layout Diagram
Prepare a Layout diagram on:

5.Stage
6.Seating and table arrangement
7.Registration area
8.Equipment positions e.g. lighting, projectors
9.Decoration layout
10.F & B station
11.Signs
12.Entry and exit including staff position

See Appendix 3 _ Layout Diagram

What is to happen
When will it happen
Where will it happen
Who is responsible

Gantt Charts/ Production Schedule

See Appendix 4 _ Sample of Gantt Chart

See Appendix 5 _ Sample of Production Schedule
Event review meetings
- to check progress against the schedule

Status reports
– to check progress against schedule

Check lists

Direct observation
Speaker Checklist
2.Send invitation
3.Get writing confirmation
4.Biodata and photograph
5.Slide presentation
6.Accommodation & Transportation Arrangement
Supplier Checklist
2.List of suppliers
3.List of requirements from every supplier
4.List of their roles and date to set up
5.i.e audio and visual – projector, notebook, PA
system, microphone, cable
6.i.e photography – how many photographer you
need, location of the photographer

See Appendix 6 _ Sample of Supplier Checklist

Why should companies sponsor?
•Gain access to target markets for promotional messages
•Generate consumer awareness – used to introduce or build a brand
•Positioning/repositioning of the existing service/ product
•Exclusivity – to lock out their competitors
•Demonstrate product attributes
Before seeking sponsorship, we
should decide whether:

3.Your stakeholders (members, participants) are likely to approve

of commercial sponsorship
4.Your event has rights/ benefits of value to a potential sponsor,
e.g. access to target markets
5.You have the human resources to sell and service sponsors, e.g.
a good sales person
6.There are businesses/ organizations that you would be advised
not to seek sponsorship from
Sponsorship Proposal
3.Overview of the event including mission/ goals, history,
location, current and past sponsors, program duration, staff,
past or anticipated level and predicted attendee profile
4.Sponsorship package on offer and its cost. This might
range from naming rights or sole sponsorship to designated
sponsorship categories
5.Strategic fit between the event and the needs of the
organization
6.Duration of agreement, e.g. agreement for one year,
optional for 3 years renewal
7.Contact details
Identifying Sponsors

6.Who has sponsored the event recently?

8.Research the sponsors of similar competitor events – who is in the

market?

10.Examine what particular companies or products have a fit with your

event
Selling Sponsorships
3.Identify the decision maker in the company that you are
approaching
4.Try to obtain a personal interview to discuss the
sponsorship
5.Sell opportunities (access to target market, capacity to
meet with specific VIP’s)
6.Provide a benefit package (competitively priced) that will
meet some of their marketing needs
7.Be creative in the form that your sponsorship proposal
takes
8.Interact with potential sponsors in a professional way
Managing the relationship

6.Make sure that you keep in regular contact with your

sponsor – manage the relationship

8.Discuss and agree with your sponsor on clear objectives

and agreement

10.Reports achievements as part of negotiating for renewal of

the sponsorship
Check and compare
the menu

Food Tasting

Confirm the menu

Prepare the Guest List

Send Invitation

Confirm the attendance

See Appendix 7 _ Sample of Guest Checklist

 Is a way of helping you to identify and resolve
the risks that could result in accidents, injury
or damage.
 Risk Management
Process

Analyse & Evaluate

Identify Risks Identify Options
the Risks

What can happen? How can it happen? Create an action plan

Treat the Risks

Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience
 Is a planning for a promotion

Positioning
Identify target market
How attendees regard a specific event or other
events of a similar nature
 Marketing Strategy

Marketing
Strategy

Identify
Segmenting
Target Set
Event
Market Objective
Markets

Geographic: Demographic:
Socio-economic: Other:
Age
Local
No. of Gross & Net Education
Exhibitors Participants Sex Topic
Participants Profit  occupation
Regional income
Price
international
1. Promotion

• Direct/ electronic marketing e.g. direct mail, electronic

newsletters, web advertising, mobile phone – sms
blast
• Advertising e.g. media releases, media kits, live
media crosses (media sponsor)
• Sales Promotion e.g. cross promotions with sponsors
• Others e.g. partnerships with media/ other events
 Place (Distribution)

• Direct e.g. through phone, internet

• Indirect e.g. distribution through associations,
banks, telecommunications service centres,
flyer distributors etc
•Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative to its competitors
•Inform target market(s) of the event
•Generate demand for the event
•Remind target markets of the event details
 Promotion

Advertising Publicity Sales Promotion Direct Marketing Personal Selling

See Appendix 8 _ Sample of Running Sheet
 Event
Evaluation
Process

Data
Analysis Reporting Application
Collection