Cercetarea

Organizare de evenimente
Excellent event research reduces risk.
 the value of using research to pinpoint the needs, wants, desires, and
expectations of prospective customers
 careful and accurate consumer research to reduce the risk of
nonattendance
 Identify through research the market(s) you are serving.
 2. Establish a database to collect information about the
needs, wants, desires, and expectations of your customers.
 3. Regularly review new products (some event managers set
aside a specific day each month to see new vendors) and
determine if they meet the standards set by your customers.
 4. Match the needs, wants, desires, and expectations to
every business development decision. For example, do your
customers prefer to do business with you in the evening? If so,
stay open late one night per week.
 5. Regularly audit your internal procedures to make certain
that you are developing new business by positioning your
products and services as quality, dependable, and reliable
resources for your customers.
The three types of research: MARKET
RESEARCH
MARKET RESEARCH TECHNIQUES
 market research to determine the needs, wants, desires, and expectations of the
target market
 how to obtain the very best position in a sometimes crowded marketplace.

 determine the target or primary market as well as the secondary and

tertiary markets for your event.
 study the service levels expected by guests as well as the perceptions by
internal stakeholders of the services currently being delivered.
 to spot emerging trends, develop new service delivery systems, and solve
minor problems before they become major catastrophes.
Quantitative Preevent Research
 to determine demographic information such as gender, age, income, and
other pertinent facts about the future market for an event.
 quantitative preevent research survey.

Combined Research
 In most cases event managers use a combination of quantitative and
qualitative research to make decisions about future events.
Qualitative Preevent Research
 Qualitative research to probe for hidden meanings in quantitative studies
 focus group, participant/observer research, or a case study.
VALIDITY AND RELIABILITY: PRODUCING
CREDIBLE PREEVENT RESEARCH
 Stakeholders: “How do you know that you know?”
INTERPRETING AND COMMUNICATING
RESEARCH FINDINGS

 1. Determine your audience and customize your presentation

to their personal communication learning style.
 2. Describe the purpose and importance of the research.
 3. Explain how the research was collected and describe any
limitations.
 4. Reveal your findings and emphasize the key points.
 5. Invite questions.
SWOT ANALYSIS: FINDING THE STRENGTHS,
WEAKNESSES, OPPORTUNITIES, AND THREATS
 SWOT analysis assists you in identifying the internal and external variables
that may prevent the event from achieving maximum success.
Opportunities and Threats
BRAINSTORMING AND MIND MAPPING

 conduct a meeting where creative people are encouraged to brainstorm

the various elements of the event.

 “Rule 1: There are no bad ideas.” “Rule 2: Go back and reread rule 1.”

 provide creative ideas for “who, when, where, what, and how.”
NEEDS ASSESSMENT AND ANALYSIS
 You actually began this process by asking “Why?” and “Who?”.

 Is It Feasible?
 Financial Considerations
 The Human Dimension
 Politics as Usual
Competitors' Analysis

 who are your competitors .i.e. their age, sex, qualifications, knowledge
level, experience in organizing events, turnover, market value, PR (media
and corporate contacts) and market share.
 Find out how they promote and execute there events. What they do in
there events? Why people come to there events?
Products/Services Research

 If you are organizing a corporate event then it is necessary for you as an

event manager to do research of the products/ services promoted and
sold by your corporate client.
 - Find out how the company promotes its products
 - How the company wants to build/enhance the image associated with its
product (also known as the brand image)?
 - What is the market value and market share of the company and its
products?
 - Who are the customers of the product?
 - What are the features of the product?
 - What are the advantages and disadvantages of the product in
comparison to competitors' products?
 All this research will later help you in making an effecting promotional
campaign for your corporate event.
 Analysis Report
 After conducting market, competitors, product/service research and SWOT
analysis, create a report which contain details of all the research work
done by you. Documentation of your research work is important, later for
event evaluation. Your analysis report will also help you in getting
sponsorship for your event.
research

 Quantitative: to determine demographics information.

 3. Qualitative: to find out information beyond demographic info such as the
use of focus groups. </li></ul>Effective Pre-Event Research Findings should
:<br /><ul><li> Determine your audience & customize your presentation to
their personal communication learning styles.
 Describe the purpose and importance of research.
 5. Explain how the research was collected and describes limitations
 6. Reveal key findings
 7. Summarize findings to support goals and objectives of the research plan.
 Five W`s and the h <br />Helps to make the event effective:<br /> Why: a
series of compelling reasons that confirm the importance of hosting the
event. <br />Who: the stakeholders of the event (internal & external)<br
/>When: Through research evaluation to determine when the event is
appropriate to be held. <br />Where: the location of your event, determine
if the location that is appropriate for your targeted audience. <br />What:
Match the event product to the needs, wants, desires, and expectations of
your guest while satisfying the internal requirements of your organization.<br
/>How: determine your organization resources to produce the maximum
benefit for the stakeholders. Best determine through SWOT ANALYSIS. <br />
 8. SWOT ANALYSIS<br />Major part of the strategic planning tool during the
research phase. The Analysis scans internal and external event environment
but can proceed to the next step of analysis of the weakness and provide
solutions to improve the event planning process. <br />
 o, even before you start planning for your corporate event, find out the
answers to the following questions:
 How does your client enterprise promote their product?
 How does the enterprise wish to enhance their brand image
 What is the market value of the corporate and its products?
 Who buys their product?
 What are the selling points of their products?
 How they are ahead of behind of their competitors?
 research may mean finding out all you can about vendors and suppliers.
 take notes for future reference.
 She cautions owners to note prices, style numbers, lead time, contact
persons, and anything else that seems pertinent, even if you don’t use the
vendor for that particular event.
 talking to other planners who have produced events similar to the one on
which you are working.
 find yourself reading up on issues of custom and etiquette,
 research should include asking your client a lot of questions and writing
down the answers.
 To avoid communication problems, she makes sure she knows what the
client’s goals are and how the client thinks the event should be handled.
“Try to use the client’s exact words in your proposal,” she suggests.
 Always find out what customers hope to accomplish with an event. Do they
want to introduce a new product, motivate employees, or provide a forum
for networking? Do they want to put together a spectacular college
reunion? Do they want to celebrate their parents’ anniversary with an
unforgettable party? Clients may want an event that is strictly business,
strictly social, or somewhere in between.
 Interviewing a client may not be what you immediately think of as
research. However, asking too few questions or not listening adequately to
a client’s answers can compromise the success of the event you plan. Also,
be sure to ask the right type of questions, questions that allow the
respondents to clearly express their preferences. Questions with simple
“yes” or “no” answers will tend to be less helpful to your planning process
 ▲ Who? Who are the attendees, and how many of them will be at the event (a
dozen company executives, 30 children, 80 elderly ping-pong enthusiasts)?
 ▲ What? What kind of event will this be (a family reunion, an elegant sit-down
banquet, a fashionable but laid-back art show reception)? Don’t forget to ask
about the style of the event (formal, relaxed, traditional, avant garde, etc.) and
whether your client wants a theme event (see discussion below).
 ▲ When? Find out the date of the event.
 ▲ Where? The client may want you to suggest a venue for the event, but you
should always find out what type of location is desired (something unusual,
informal, elegant? indoors or outdoors?).
 ▲ Why? Find out the reason for the event. What is the client’s goal or objective?
 ▲ How? How does the client want guests to remember the event? As the most
original picnic they’ve ever been to? As a holiday evening filled with one
surprise after another? As a company party with the best food they’ve had in a
long time? The issue of how guests should remember an occasion is crucial in
deciding which aspects of the event should be given priority. Recognizing that
few clients have unlimited funds, always find out what aspects of the event your
customer feels are most important.
 ▲ How much? In other words, what is the available budget? This piece of
information will affect your event design, because many ideas will not be
possible to achieve with the funds available. Telling clients that what they
want is impossible given their budget is not a job for the fainthearted. On
the other hand, remember that anyone who chooses to plan events is both
stouthearted and has nerves made of steel! Just make sure you are tactful
so that the client won’t run off, never to knock at your door again. Once
you have noted answers to the basic seven questions, you need more
specific information. Do your clients want to have any live entertainment at
the event? What kind? What type of food and beverages would they like?
How elaborate must the props or decorations be? Do they want a
photographer or videographer? Will transportation be needed? Should
there be valet parking