01.

INTRODUCTION TO EVENT MANAGEMENT

INTRODUCTION
Events create opportunities for people to connect with an area, spend time together,
celebrate and experience the diversity of cultures and foster creativity and innovation.
They allow a community to come alive and provide an opportunity for a destination to
showcase its tourism experience and increase economic activity. Events contribute
significantly to community building, lifestyle and leisure enhancement, cultural
development, tourism promotion and increased visitation, volunteer participation,
fundraising and economic development. Most importantly, events create a sense of fun
and vibrancy, resulting in a strong sense of community connectivity, pride and a sense
of place.

MEANING
Event management is the application of project management to project management
to creation and development of small and/or large scale personal or corporate events
such as festivals, conference, ceremonies, weddings, formal parties, concerts or
conventions etc.

SCOPE
1. Religious Events,
These are such events which satiate the religious sentiments of the people and
reinforce the belief systems and mark solidarity towards ones very own religion
and religious practices. Examples:- Kumbha mela, The Haj pilgrimage, Bengaluru
Karga etc
2. Social Events,
Social gatherings symbolize a sense of togetherness and bonding. These are
usually organised to celebrate major life events and religious ceremonies.
Weddings, anniversaries, gala dinners etc, qualify to be social events. Festive
celebratiions such as - Navarathri celebrations, Ganesh Chaturthi etc., are
combination of both religious and social events.
3. Political Events,

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 They include any function/gathering initiated and organised by a political
organization or candate exclusively to advance and promote political
purposes.These are gatherings at which people of similar political beliefs
assemble to listen to speakers or express their support, raise morale. Example:
Political rallies, political padayatras etc.
4. Education/Academic Events,
Academic events are those where students, academicians and industry
representatives meet and discuss topics related to education. The goal is to
approach the positions of the three stake holders in education through the
exchange of opinions and experience. Seminars, workshops and conferences are
examples of such events.
5. Entertainment Events,
Entertainment events are of many types and generate the maximum publicity
and viewership among target audiences. These can include live programmes like
musical concerts, dance/drama perforances or recorded and televised events like
the Oscar Award, Golden Globe or Filmfare awards.
6. Awareness Building Events,
These are the events which intend to create awareness among the general public
with regards to certain causes causes or social responsibilities meant for the
common good of the people. These events can include rallies, candle light
marches, marathons etc. Charitable events meant for fund raising towards any
cause are also an example of such events.
7. Sports Events,
All events conducted to promote sports activites, be it indoor or outdoor maybe
called a sports event. Sport events today are being collaborated with
entertainment industry thus gaining more acceptance and popularity than ever
before.Example: Indian Premiere League, FIFA World Cup etc.
8. Busuness Events,
Corporate/companies host a variety of events in the form of meetings,
conventions, workshops, presentations etc. Hence while some events in this
category are formal and involve a small gathering, example - board meeting of
directors, some other events may involve a large gatherings and be formal or
informal, example -business dinners, banquets.
9. International Events,
International Events are those which draw a big audience and serve to improve

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 relationships among nations at strategic, business and political levels. Examples -
International cultural festivals, trade shows, conferences etc.
10. Promotional Events,
Promotional events are those which help elevate ones business above that of the
competitors. Introduction of new product in the market, creative uses of a
product and so on would require promotional campaigns.

OBJECTIVES
⦁ To understand the concept of event management
⦁ To study the different types of events
⦁ To analyse the role of creativity in event management process
⦁ To study about the various types of event management structure

TYPES OF EVENTS
1. Corporate Events,
A corporate event is one that's sponsored by a company and focuses on either its
employees or clients. It helps to educate staff or members of the public
regarding various concepts promoted by the organization, to motivate
employees by rewarding them for their work, to celebrate various company
milestones along with clients, employees or both, to mark a significant
organizational change within the company, to encourage collaboration and
networking among different entities
Eg:- Conferences, Product Launches, Trade Shows etc.
2. Private Events,
Private event means a social gathering or event attended by invited guests who
share a common cause, membership, business or task and have a prior
established relationship.
Eg:- Weddings , Parties, Socials, Business events and tourism etc.
3. Charity Events,
Charitable event means a non-profit event such as religious event, public
education and/or awareness event, etc. and may also include charitable
fundraising. The primary purpose of a charitable fundraising event is to raise

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 money for a cause, charity or non-profit group or organization.
4. Indoor Events,
Indoor Event means any banquet, dinner, show, entertainment, amusement,
dance, exhibition, lecture, concert, auction, performance or other similar activity
held in a Committee Room, the Council Chambers or the Rotunda whose
requirements exceed that of a Meeting.
5. Outdoor Events,
Outdoor Event means an event held at a location gen- erally without a
permanent structure and may include organized sports games, home tours,
auctions, picnics, concerts, art shows, fairs, or any similar, infrequent,
short−term event.
6. Celebrity Events,
Events celebrated by inviting any celebrities like actors, singers etc

FUNCTIONS OF EVENT MANAGEMENT

1. Planning
Event planning is a process of creating, communicating and implementing a more
operational roadmap to guide the actions, policies and decision-making. It should
align with the strategic plan and assist in its implementation.
The planning function is involved in micro-level event coordination activities such
as liaison with the creative team discussing, facilitating and arranging for the
technical specification viz., sound, light, stages and sets. Short-listing artists and
stand by artists in tune with the dictates of the creative artists is one of the most
challenging tasks in the planning function. It also involves checking out
alternative arrangements for locating the event, the venue, the conditions for
the event and gathering information to assist in taking a decision on whether the
event would be held indoors or outdoors.
2. Organizing
These events typically have a team based work environment and a project type
of organisation structure and that responsibility are assigned to the relevant staff
members in the team for the event. Coordination of the arrangements required
is divided among the team members. Understanding organizing in the context of
event management essentially involves the description of the activities required
for an event, identifying individual and team tasks and distribution of
responsibilities to coordinators. The process also involve a clear delineation of
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 authorities and delegation of authority. Such an exercise helps in creating an
intentional structure for clarity of roles and positions. These structures change
with almost every event depending upon the resources available.
3. Staffing
Functional responsibilities in a project type organisation structure define event
management staffing requirements. The importance of team structure,
experience, background and expertise of team members plays a
crucial role in event management. It is the size and the resource availability in
the events enterprise that to an extent defines the exact role of the staff
members. In the management of events manpower with various expertise are
required to manage diversified activities
4. Leading and Coordinating
The sum and substance of events as a whole revolves around interpersonal skills.
The need for achieving synergy among individual efforts so that the team goal is
reached is the main aim of coordination. The overall coordinators need to be
managers with fantastic people skills. They are continually required to motivate
the staff and other junior coordinators to work real hard given the physical
nature of the job, the time constraints involved and the one-off nature of the
event.
5. Controlling
Evaluation and correction of deviations in the event plans to ensure conformity
with original plans is the gist of controlling. Evaluation is an activity that seeks to
understand and measure the extent to which an event has succeeded in
achieving its purpose. The purpose of an event will differ with respect to the
category and variation of event. There can be two approaches with which
evaluation can be put in its proper perspective. The concept of evaluation stated
above was a critical examination digging out what went wrong. A more
constructive focus for evaluation is to make recommendations about how an
event might be improved to achieve its aims more effectively.

TOOLS FOR EVENT PLANNING AND MANAGEMENT

Event Management
i. Content mangement
Content management is the process for collection, delivery, retrieval,

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 governance and overall management of information in any format.
ii. Event marketing
Event marketing is a strategy marketers use to promote their brand, product, or
service with an in-person or real-time engagement. These events can be online
or offline, and companies can participate as hosts, participants or sponsors.
Marketers use both inbound and outbound event marketing strategies for
promotional purposes.
iii. Event registration tools
iv. Blooking of slots
v. Appointments
vi. Event insides
vii. Meeting approvals and budgeting
viii. Venue of the event
ix. Arragements

Event Planning

MICE EVENTS
MICE is an acronym that stands for Meetings, Incentives, Conferences, and Exhibitions.
It makes up a big part of global business travel since every industry has regular events

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of some kind. The main goal here is always to bring professionals together, foster
connections, promote new ideas, and push growth.  Traditionally, MICE encompasses
mostly business events.
Meeting: Meetings are typically held in hotel conference rooms or at convention
centers. They are single-day events that bring together a group of professionals to
address a key challenge or set goals for the organization.
Incentive: A meeting event as part of a programme which is offered to its participants
to reward a previous performance.
Conference: Participatory meeting designed for discussion, fact-finding, problem
solving and consultation. As compared with a congress, a conference is normally
smaller in scale and more select in character – features which tend to facilitate the
exchange of information. The term “conference” carries no special connotation as to
frequency. Though not inherently limited in time, conferences are usually of limited
duration with specific objectives.
Exhibition: Events at which products and services are displayed.

EVENT MANAGEMENT PLAN

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EVENT OPERATIONS AND SERVICES
Event Operations and Services is a concept of organising the things white the event was
conducted on scheduled time and place. The event operations and services is based on
the customer demand about the event conduction.
The Event operations and Services are given below :
⦁ Setting up of the event
⦁ Maintenance
⦁ Parking
⦁ Ticketing
⦁ Food and beverages
⦁ Logistics

NEED OF EVENT MANAGEMENT

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 02. EVENT PLANNING

INTRODUCTION
Events give organisations the opportunity to showcase their activities or services in the
community. Events are an important part of community life and it is a rewarding
experience to contribute to a successful event. However, anyone who has been
involved in running an event understands how daunting the task can be.

EVENT PLANNING
Event Planning is a process of creating, communicating and implementing a more
operational roadmap to guide the actions, policies and decision-making. It should align
with the strategic plan and assist in its implementation.
The plan of an event management company is simply the document which lays out the
resulting directions, actions and implementation schedule. It is typically focussed on
the short term operational horizon generally one to three year. These Plans are
typically created to guide the internal operations of an enterprise, and summarise its
operational and financial objectives for the near future and to indicate how these
objectives will be achieved and monitored. It provides a roadmap to guide actions and
is continually modified as conditions change and new opportunities or threats emerge.
While it should be fundamentally targeted at guiding regular operations, it should also
be adaptable to account for new opportunities and challenges

BENIFITS OF EVENT PLANNING

⦁ To define and practically apply good event planning and financial management
practices in annual planning and day-to-day work.
⦁ To provide logic and justification for prioritising different tasks and decisions
over others.
⦁ To systematically define tasks, logic, roles and responsibilities, strategic
alignments (internally and externally), timetables, and budgets.
⦁ To provide an opportunity for key players such as boards, staff, stakeholders, and
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 partners to be consulted when setting key objectives and methods.
⦁ To provide frameworks for developing strategies related to manpower
management, marketing, competitor analysis and stakeholders.
⦁
EVENT CHECKLIST
What is Checklist?
The event manager must make a complete check on the things which are going on. And
also should cross check on the people whom work has been assigned to verify if things
are going according to planned schedule.
Event planning is all about planning. Even the most creative event idea will flop if it is
not well planned and executed. Here is where an event checklist comes in. It is your
guide to staying organized and on -- or ahead -- of schedule when juggling the myriad
of responsibilities and assorted details in planning a successful event. And it is
particularly useful when managing multiple events. Forgetting one small task or falling
behind on one deadline can result in a domino effect: other seemingly unrelated
aspects of your event can start to fall apart, one by one.

ADVANTAGES OF PREPARING CHECKLIST

1. Organization
Checklists can help the event management team to stay more organized.
Checklist will ensure the organizers that they do not skip any steps in conducting
an event.
2. Avoid confusion
Checklist presents various tasks to be done in an orderly manner. As the
activities are arranged in an order there cannot be wany confusion in completing
the event.
3. Efficiency
With the checklist various activities can be performed quickly and effectively
checklist will reduce the possible errors to very minimum.
4. Easy deligation
Various activities are involved in accomplishing an event. Different activities will
have ti be delegated to different teams.

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 5. Effective time management
Checklist helps the organizers of the event to accomplish the whole process
within a given period.
6. Creativity
Preparation of checklist is an art. It involves lot of creativity in preparing.
7. Superior customer service
Customers come to event to get enjoyable experience. Timely and orderly
completion of an event brings excellence in the minds of audience.

PRINCIPLES OF HOLDING EVENT

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RESERVING EVENT HALL
When organizing an event, you're confronted with many decisions, but choosing the
right venue and location is the one decision that will have the largest impact on your
event. Everything from the date of the event, speaker lineups, catering options, and
attendees experience depend on the event venue and location you select.
We have to consider some impotant things when choosing event venue.
1. Location
2. Parking
3. Capacity and Minimums
4. Contract Flexibility and Force Majeure
5. Services and Amenities
6. Layout
7. Insurance
8. Ambiance and Accessibility
9. Acoustics
10. Flexibility on Event Date

CONDUCTING AN EVENT

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STEPS TO ORGANIZE AN EVENT

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LICENSES AND PERMISSIONS REQUIRED FOR CONNDUCTING AN EVENT
If you are planning to run a public event, you will need to go through a set of
procedures, and the most important of these include obtaining specific licenses from
the relevant authorities. Event licensing is a lengthy procedure and it needs to be
understood clearly from the outset.
⦁ Non-Objection Certificate from Police Station
⦁ Non-Objection Certificate from Additional Collectors Office
⦁ Non-Objection Certificate from Fire & Rescue Dept.
⦁ Non-Objection Certificate from Traffic Police
⦁ Non-Objection Certificate from Health Department
⦁ Non-Objection Certificate from Electrical Inspector
⦁ Non-Objection Certificate from Local Government (Corporation/ Municipality
etc)
Incorporate entertainment activities in the event mentioned above, you’ll require these
licenses along with them:
⦁ Loudspeaker License – This consent is needed if you use a loudspeaker in your
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 outdoor public/private event. This has to be collected from the local Police
Station of the area where your event will be held.
⦁ Public Performance License (PPL) – PPL is required if you have any pre-recorded
music playing at your event. Whether it’s through radio, live streaming, or a
Deejay performing, you need to get the PPL License from Phonographic
Performance Ltd.
⦁ NOVEX License – Even though you take a PPL license for the music performance
(live or recorded), if you are using any music with the music rights with NOVEX,
you need to take extra permission from NOVEX Communications.
⦁ IPRS (Indian Performing Rights Society Ltd) – It is issued for any live performance
on the event venue.
⦁ Foreign Artist Permission – If you have foreign artists performing at your event,
you must obtain permission from the National Government Service Portal.
⦁ Public Work Departments Licence – This is mandatory to have if you are planning
to do a Protocol Event.
⦁ Premises License – This needs to be obtained from the local authority of the
event venue.
⦁ FSSAI (The Food Safety and Standards Authority of India) – If you plan to cook
and serve food items in the event, you should consider having this license.
⦁ Liquor License/Excise Licence – Serving liquor, in any event, wouldn’t be possible
without this license.
⦁ Certificate Regarding The Fitness Of Machinery – If you have any amusement
ride in the event, you’ll require this license.

FIVE C's OF EVENT MANAGEMENT

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DECORATION
Decorating an event is the art of transforming a reception venue into something that
was only imagined, by individuals. It is the end result of a painstaking effort to
creatively beautifying a place, from wedding receptions and conference seminars to
special ceremonies. Event Décor is a closely related to event planning, because it also
involves coordinating aspect of an event in order to achieve a premeditated ambience.
Décor is more concerned with the beauty of tables, the chairs being well set and
sometimes covered, the focus (stage), flowers and arrangement types, color
coordination or anything to lift the aesthetic of an event. An Events Manager as a
Decorator is someone who has an obsession for creating a wow effect at any kind of
event. The first thing that catches attention, at an event, before the food, drinks etc, is
he ambience which is created by the décor. A lot of individuals and even corporate
bodies usually spend substantial amount of money on their event decor, because to a
very large extent it portrays their style and taste.Decorations at an event are necessary
for setting the mood, framing the emotion and underscoring the importance of the
event. From crepe paper streamers to professionally-designed displays of color and

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beauty, decorations generally work within a theme determined by event sponsors and
coordinators, setting the stage for the bulk of the event proceedings.Decorating for
large events can prove daunting, requiring equally large displays to be seen among a
sea of people, vendors, event booths and accompanying equipment. Colors must be
chosen and established for the event in keeping with the chosen theme, reflected in
promotional materials, advertisements and floral arrangements, tying the whole
together into a feast. Therefore an event manager must possess skills of creativity,
appreciate new ideas and allows freedom to talent in the organization to contribute to
its best potential

CHARECTERISTICS OF SUCCESSFULL EVENT

1. Solid Objectives
The most successful events start with clear objectives in place. You have to know
exactly what you are trying to accomplish and how this event fits into your
strategy before you create the event.
2. Adherence to your brand
While “brand” isn’t a word used we use very often in the nonprofit arena, it is
more important than ever to distinguish the personality and values of your
organization. And your events will only really work if they embody that ethos. If
your brand is about being a cutting edge organization on environmental policy,
you wouldn’t hold a golf tournament fundraiser
3. The right resources
Events are an expensive way to raise money. Return on investment numbers
vary wildly, but one thing is for sure: they are almost always more expensive
than you think. Once staff time is included in the calculation, many events
actually lose money. And the opportunity cost is high. Events take valuable staff
and volunteer time away from other kinds of fundraising.
4. Volunteer involvement
While staff can carry the ball in many forms of fundraising, events need
volunteer involvement in order to really thrive. Not only does this reduce the
investment of staff time, but it also activates people who really believe in your
cause to inspire others to come to your event. It feels more authentic, more
social, and frankly, more of a fun time if there is peer-to-peer involvement.
5. Keep your plan
It’s so easy to get caught up in the excitement of an event and add or subtract
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 things as the momentum grows. But your event can’t afford to be everything to
everyone. For example, if you are having an event to thank long-term donors and
improve retention, it’s tempting to add a paddle raiser or silent auction while
this group is together. But that sends mixed messages that could really backfire
on your original goal.
6. Quick follow through
One of the biggest mistakes we see organizations make is delaying event follow-
up. An event isn’t over when the lights go out. In fact, the real work of building
relationships starts right the next day. For example, if the objective of the event
is to get new donors from event attendees, you’ll need to quickly take advantage
of the good feeling generated by the event and get in touch with information on
how they can be more involved.
7. Rigorous post-even analysis
Events are an investment and any fundraising investment should be analyzed for
its effectiveness.

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 03. CORPORATE EVENT MANAGEMENT

CORPORATE EVENTS

BLUEPRINT FOR EVENT MANAGEMENT

CREATION OF BLUEPRINT :
Blue print can assistant the corporate event manager in sites selection, music menu
development, audio/visual equipment, and entertainment, allowing him to create
memorable event experiences that yield success.
PREPARING BLUEPRINT :
1. Develop strategies for success:
A. Make sure the purpose for event is important enough to merit the time and
expense needed to properly stages, publicize and evaluate the event.
B. Carefully match the type of event that is selected to purpose that it servers.
C. Ensure that all the employees support the corporate event. Select a working
committee with board representation.
D. Target groups that have a special stake in the event.
E. Start planning at least three months, and in many case, a year ahead of time.
F. Develop ways to evaluate the event's success. Measurable event objective may
include attendance, the amount of money raised, and the number of library
cards issued or increases in circulations.

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 G. Talk to others people who have successfully staged similar events.
2. Get the event approved : After the strategies for the events are decided the
corporate event manager must get approval from the director of the company for the
event which is going to be organized.
3. Choose a date and time : A date and time shouldn't be choose randomly. The
corporate event manager must choose an appropriate date and time for fixing the
event which has to be organized.
4. Secure the venue : If the event is hosted on camus of office, the event may be free of
charge, if the vent is being hosted off campus; there are few more steps to be taken.
A. Secure the venue well before the vent for the best choice in availability. Some
venues book up to years in advance.
B. Look into venues that works the budget that is created. Corporate events
manager should not waste time looking at space you can't afford.
C. Choose a venue that can hold the estimated capacity.
D. Location of the event is important. The corporate event manager look at the
proximity of where the venue is located in comparison to where your attendees
will be coming from.
E. He should read any contracts in their entirety before he sign. Ask questions if he
does not understand the wordings.
5. Create Publicity and promotional items :
The ways to publicize the vents are endless. A few favourites include:
A. Teaming up with broadcast departments or create a promotional video. It can be
played at upcoming events or shared via social media.
B. Speaking to journalism, business and ad/marketing classes.
C. Reaching out to on campus media.
6. Make a checklist : A checklist provides a step - guide to organizing and excuting a
corporate.
7. Create a budget :
The objective is to provide event planner with financial blueprint. The budget should be
specified, and include revenue oppurtunities (sponsorship, ticket sales, donations,
concession sales) as well as expenses printing, permits, insurance, speakers, food,
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supplies, security.
8. Plan publicity :
Promoting a special event takes creative thinking balanced with practically. The primary
objective is to public the vent, but secondary objective should be considered.
i. Are you trying to inform, educate or entertain?
ii. Increase awareness or attendance of the event?
iii. Build a base support from a specifies audience?
iv. Facilitate good community reations ? Brainstrorm all the available media in
including marquees, school newsletters, church announcement, and cable
commercial stations.
v. Make a detail list with names of whom to contact when.
9. Consider logistics :
With many activities goings on simultaneously, there are many details to be checked.
Major ares to consider and plan for include : size of space or building used, utility
support needed. setup (tables and chairs, tents, portable toilets, parking, signage)
coordination, cleanup, emergency plan. Transportation and public services such as
police and fire departments.
10. Evaluate the event :
Take time to evaluate right after the vent while the details are fresh. The event
manager may want to consider having a questionnare for participants to fill out. Some
general evaluative criteria include:
i. Did the event fulfil its goals and objectives? why or why not?
ii. Identify what worked and what needs fine - tuning. which vendors should be
used again?
iii. What items were missing on the checklist?
iv. Was the event well attended?
v. Was informal and formal feedback about the event positive?
vi. Given all that went into staging, was it worth doing?

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EQUPMENTS
Most conferences will require audio and visual equipment,lighting, computer stations,
television screens, and many other types of electronics. Communications are crucial.
Presentations must be as clear in the back row as they are in the front, and guests must
have the ability to stay in contact throughout.
Equipment and Material Resources : Equipment include all the specialized tools needed
by the event, from water pumps to electrical generators that will be used by the event
or delivered to the beneficiaries, it also includes the need for vehicles and office
equipment such as computers and printers. The materials include a wider category of
requirements such as utility services such as electricity, telephone lines, access to the
internet, office material, office space and used by the event. The material may also
include materialsthat will be used to build temporary facilities or food and exhibits that
will be delivered to the beneficiaries.

STAFFING
Functional responsibilities in a project type organisation structure define event
management staffing requirements. The importance of team structure, experience,
background and expertise of team members plays a crucial role in event management.
It is the size and the resource availability in the events enterprise that to an extent
defines the exact role of the staff members. In the management of events manpower
with various expertise are required to manage diversified activities. In a big firm, there
is more scope for specialized functional personnel with limited functional
responsibilities, whereas, in a small firm, there is a fusion of roles depending purely ort
availability of time and staffThus, while recruiting for events, one tends to feel that
candidates with a past background in the hospitality industry, sales and advertising
would be ideally suited to tackle the stress and uncertain situations during the entire
process. Events as mentioned earlier are very physical in nature. A host of skilled and
unskilled volunteers and labour staff need to be guided effectively. Functionally, one
can segregate the following functional level responsibilities that need to be addressed
within the team for a specific event as discussed above in the section on organizing.The
overall coordinator is the person in-charge of a particular event. He has the final
authority in decision-making matters related to the event. The creative manager leads
the creative team. The project manager‘s role is to make the event a conceptual
success and plays a very important role in the planning function. The production
managers are also involved from the planning stage though their main responsibility is

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making the event a physical success.

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CLEANING ARRANGEMENT
Proper and timely cleaning must be done regularly during and after the event. If all
these arrangements, planning to be made well in advance and inproper way, all things
will go on smoothly and the vent will definitly be successful.

EQUIPMENT MANAGEMENT

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ASSIGNING RESPONSIBILITIES

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JOB RESPONSIBILITIES OF EVENT ORGANIZER

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CORPORATE HOSPITALITY / CORPORATE ENTERTAINMENT

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NEED / ENTAILING OF CORPORATE ENTERTAINMENT

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REPORTING CORPORATE EVENTS

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POPULAR TYPES OF CORPORATE EVENTS

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 04. MARKETING OF EVENTS

INTRODUCTION
Each special event will be marketed differently depending on its individual purpose,
objectives, and markets. Marketing needs to be aimed at the target market, meaning
the potential attendees. The team needs to determine whether the target market is a
specific group or the general public, and whether groups of special interests can be
attracted. The physical area and the population from where an event may attract
visitors, is called the catchment area. The importance of an event usually determines
the catchment area of the target market, which grows in relation to the size of the
event and links the complexity of the marketing directly to the complexity of the event.
Knowledge about the target market enables the organisers to reach and influence it, in
terms of raising awareness of the event and convincing potential attendants to go.
Various strategies for event promotion are used to attract the potential customers.
Awareness should be created through campaigns, advertising and Public relations with
the stakeholders.

EVENT MARKETING
Event marketing is a strategy marketers use to promote their brand, product, or service
with an in-person or real-time engagement. These events can be online or offline, and
companies can participate as hosts, participants or sponsors. Marketers use both
inbound and outbound event marketing strategies for promotional purposes.

IMPORTANCE OF EVENT MARKETING

1. To increase brand and product awareness :
Event marketing is one of the most impactful ways to bring a brand or product
story to life
2. To generate leads :
A key reason to introduce event marketing into the mix is to generate leads. This
is an opportunity for you to target multiple members of your intended audience
in one place.
3. To introduce new products and services to customers :

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 Events give you a chance to engage your customers in a highly personal manner.
It’s also a chance to inform and educate them about your products and services
in a place where they’re more likely to be engaged.
4. To boost customer loyalty :
Events should at their core be about enjoyment for the attendees. Ultimately,
the experience is what has an impact on customer retention and loyalty.
Whether it’s a company conference or a product launch, you need to ensure that
your customers or employees are having a good time.

PROMOTIONAL TOOLS
Each special event will be marketed differently depending on its individual purpose,
objectives, and markets. Marketing needs to be aimed at the target market, meaning
the potential attendees. The team needs to determine whether the target market is a
specific group or the general public, and whether groups of special interests can be
attracted. The physical area and the population from where an event may attract
visitors, is called the catchment area. The importance of an event usually determines
the catchment area of the target market, which grows in relation to the size of the
event and links the complexity of the marketing directly to the complexity of the event.
Knowledge about the target market enables the organisers to reach and influence it, in
terms of raising awareness of the event and convincing potential attendants to go.
Various strategies for event promotion are used to attract the potential customers.
Awareness should be created through campaigns, advertising and Public relations with
the stakeholders.
a. Website – Every annual event should have a website which gives essential
details. This is an excellent source for advertising and promotion.
b. Newspapers – Local and regional papers will usually publish feature articles on
events – especially if they are well written and have photographs attached. It is
important to email articles and photographs as attachments so that they will not
have to be retyped.
c. Radio Stations – Many local radio stations have early morning talk shows which
welcome event celebrity as a guest. What a great way to promote at no cost.
Stations will often trade sponsorships for advertising spots. It is important to
establish a good relationship with station officials puttingvendor applications
online, photographs for media, and updates
d. Television Stations – Most television stations have community calendar spots on
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 air and on their websites.

PUBLIC RELATION STRATEFGIES

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BRAINSTORMING

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PROCESS OF BRAINSTORMING

TYPES OF BRAINSTORMING
a. Free writing :
Write down the first thought that comes to one's mind. It is used when there is
no sufficient information to begin with.
b. Bullet points :
This begins after free writing. For every idea listed there, try building more
content to each one of them by use bullet points.
c. Time travel :
Imagine you have gone back 50 years or ahead by 50 years and then do te
thinking to generate ideas.
d. Webbing :
An idea is written in the centre of a sheet of paper, circled and linked to this is
the next thought that occurs to you, again circled and linked to the next. The
process is continued till the page is covered with ideas.

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 e. Brain exchange technique :
Similar to free writing but extended. Here, once the first set of ideas are written
down, members of the team exchange the sheets and writing more ideas on
basis of what the other person has written. The process works well when idea
generation has to happen as a multi- level. The session continues till all
participants have atleast one look at all the other's ideas and added their
thoughts to them.

ADVANTAGES OF BRAINSTORMING

DISADVANTAGES OF BRAINSTORMING

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WRITING FOR PUBLIC RELATIONS
If public relations is about developing and maintaining relationships between an
organisation and its public, then public relations writing is about applying language to
fostering those relationships.

TYPES OF PR WRITING

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IMPORTANCE OF PR WRITING

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VARIOUS TYPES OF MEDIA USED IN PUBLIC RELATIONS

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EVENT ADVERTISING
Event advertising is exactly what its name implies, the practice of advertising your
event. It means exploiting every channel possible to maximise coverage, spread the
word and make sure your event is a sellout.
NOTE : (just for reading)
Advertising is very crucial when it comes to event promotion. You can plan and execute
the best event for you company, but without advertising it won’t be successful in
achieving its goals.When you plan for an event, its important to create a buzz among
the audience for the purpose of awareness.Without advertising, be it free or paid, it is
extremely difficult to put the message across the target audience.Specially in this digital
age, targeting the primary and secondary audience through advertising can contribute
to a much greater footfall at the event.Although planning and executing are important
but without awareness, can you make people come to your event?The simple answer is
no. Advertising is a wonderful tool for creating curiosity and repeated exposure to your
message.It helps to highlight the major aspects of event for e.g. the cause, main topics,
key spokesperson, venue, date and time etc.Once the message is put across, you will
definitely see more conversions i.e. more people turning up for your event.It also
provides you with the opportunity to track the success or failure of your marketing
effort.Therefore, along with planning for your event, one must also pay heavy attention
to advertising.

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PROMOTIONAL AIDS
1. Invitation
An event invitation is a way to attract people to attend your event. You can use
various channels such as email, SMS, web push notifications, and chatbots to
encourage users to visit it or letters , invitation cards etc.
2. Brochures
Event Brochure means the brochure specific to the event contained on the
Austrade website or circulated in hard copy and which contains details of the
Event including but not limited to the venue, date and Participation Fee.
3. Leaflets
A leaflet is a small sheet of printed paper that puts across a short message clearly
and concisely. Events uses leaflets to advertise the events, services , plans ,
programmes and the all informations about the event.

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 05. POST EVENT FUNCTION

POST EVENT FUNCTIONS

1. Conduct a Post-Event Survey
To learn what people enjoyed about your event, and where you have room to
improve.
2. Conduct a post-event meeting and thorough evaluation of objectives vs.
outcomes.
3. Gather all receipts, documentation, final attendance data, donations, etc. and
update budget.
4. Implement post-publicity plan
Thank attendees for participating and promote your ongoing programs and how
they can support you through out the year by joining, volunteering or making a
sustaining donation.
5. Send thank-you letters to:
Sponsors, Volunteers, Speakers/presenters, Donors, Media. In your thank-you
notes, be sure to remind the recipients of the event‘s success.

BASIC GUIDELINES OF BUDGETING

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BREAK EVEN ANALYSIS
Break-even is a situation where an organisation is neither making money nor losing
money, but all the costs have been covered.Break-even analysis is useful in studying
the relation between the variable cost, fixed cost and revenue. Generally, a company
with low fixed costs will have a low break-even point of sale. The basic formula for
break-even analysis is derived by dividing the total fixed costs of production by the
contribution per unit (price per unit less the variable costs).

COST BENEFIT ANALYSIS

A cost-benefit analysis is a systematic process that businesses use to analyze which
decisions to make and which to forgo. The cost-benefit analyst sums the potential
rewards expected from a situation or action and then subtracts the total costs
associated with taking that action.

FORECASTING TECHNIQUES
Forecasting is an important element for an organization in any field. Usually,
forecasting is used to predict the outcome of an event that will assist in the planning of
a project. This work was therefore done to highlight the role of forecasting in event
planning. This research paper is a statistical study that has been done on three
forecasting techniques based on historical data obtained from two event organizing
companies. The paper examines which method is most appropriate for planning an
event and predicts the number of visitors per day by using the most the optimal
technique.
The three forecasting techniques that were used are :
1. Naive approach
The naive approach considers what happened in the previous period and
predicts the same thing will happen again.
2. Exponential Smoothing (ES)
Exponential smoothing also uses averages. Rather than just getting an average
and using it as the next forecast, it decreasingly weights exponents depending on
outside factors, like season or age of a product. This is done to ‘smooth’ the
averages and create a reliable forecast.
3. Period Moving Averages (PMA)

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 Moving averages looks at the average of previous periods and assumes the next
period will be in the range of that average.
The optimal approach was chosen on the basis of the error percentage using median
absolute deviation (MAD). The key findings of this work have shown that the most
accurate forecast technique was the period moving average, as it has demonstrated a
low percentage of error in the MAD analysis. Thus, the outcome of this work has shown
that forecasting method supports event planning companies to build a full pre-planning
process.

SWOT ANALYSIS
The SWOT analysis is a popular method for situation analysis and is often used
especially in the fields of marketing, management and also in leadership development.
But it can also be useful in assessing the success of your event.Fundamental to the
SWOT analysis is a valid assessment of strengths, weaknesses, threats and
opportunities. Based on this assessment, the status quo can be evaluated and
strategies and future perspectives can be considered and evaluated.
The name, SWOT, can be derived from these four categories
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats

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