EVENT MANAGEMENT AND MARKETING: T HEORY, PRACTICAL

76

7.1Introduction
APPROACINES AANDN PLAW
is an imporlant clement of event
vent nlanel..
planning.
Complete media coverage of an cvent
event'a
marketingPlanniandng fot the
event should form an integral part of the
appropriate media about the
c
plan.
Gaining publicity for an cvent
cvent. The
through (traditional
the media
public usually gets the
digital) is m
or

information ahod
the
effective
communi ca
with the public about an
positive and informed media coverage shaping the image in tho. nts from the
is Vital in
securing hlic mind meda,
up the reputation. and
Event organizers must therefore, strong relationships with the differo
cstablish
erent types of builfin
can prove fruitful with appropriate and interesting
material concerning the event media:
trust the media manager with the task ot managing day-to-day media activity and d holdi Nent ofganiIeTs TtR
holding press
persons andconfdexereng
As the media is the best means of communicating any intormation, approach media
edia
critics.
them tactfiully as they can be the harshest
in a manner of speaking, Media managementIS money management. Media recommo
investment in business. By making the safest media decisions, the company
company can
can gain the
gain ndatíon are a
investment. gyeatest
7.2 Media Management
Event audiences today have higher expectations than ever before, looking to be occupied and.
and organizational value from their attendance at an event. Event anizers are under increase ining perso
global economy continues to make its impact on a company's budgets. The necessityto uSina
prove value a
rerurn on investment is greater than ever before. Also, technological advances have chanoed
medium of communication, from broadcast to conversation and from one to one to ma waya
y
technology continues to evolve so will the way of interaction with each other.
Therefore, proper p manry. h
the use of media to inform public is essential.
An effective and efficient media management leads to success ofthe event, the success where
objectives and goals of the organizations and fulills the purpose of the event. Of course, for achi
ultimate goal the management needs to work creatively in all the areas. A communication plan thatieving
is usedh
the company to inform or deliver the message about the event through media includes:
Target audiences
Key messages
A budget plan
An appropriate date for message release
By making the savviest media decisions, one can gain the greatest return on investment. A media plan isu
expansion of the marketing planand must adopt the overall marketing and creative strategy. The meda
cannot survive in a vacuum and still be effective. If media is utilized to its full potential, it can be used
atract attendees, build relationships with customers, arouse engagement and extend interaction well bey
the duration of the event, making it an important aspect before, during, and after the occasion. In generi
any task that relates to dealing with the media is considered to be media management. The various sep
which have to be followed in managing the media are:
1. Have a strategy to highlight the event core messages in all news releases.
2.
2. Know the audience.
3. Invest in relationships.
 MANA
ANAGEMENT
AND
T A L E N T

17
MEnIA
Think before spcaking.
media coverage.
Monitor the
Have a good story.
6.
7. be persistent

S. Follow up
9. king
Innovative thinkin produces stronger and more cffective results,
good writing skils
10. Study and adopt
out jargon and obscure words,
11. Keep
Expectresults-"
12. Expectresults -"The more the people you can reach, the better will be the impact on the organization."

of Media
7.2.1 Types
Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and has been
steady
nakingsteady growth.
The
growth. Over the last decade it has been driven basically by the increased usage of digitization
and the internet.

internet most
has almo become a mainstream media for entertainment, some event companies are
lthough the
traditional media.
also using

Types of Media

Traditional Med ia DigitalNew Media

Websites, E- mais, Apps Bbgs

Print Broadcast Facebook, Twitter, Wkis

Newspaper, Books, Magazines, Television, Radio,Movies, Music

Billboards

(Source: By Author)
Traditional media: Traditional media includes print media like newspapers, magazines; electronic medáa like
radio and television, and outdoor media like banner or billboard advertisements. Each of these media provides
ways to reach consumers with advertisements.
Digital meda: The term includes web, social networking and social media sites through which organizations
can reach consumers and receive their feedback and queries.

Scientific advances have made it possible for organizations to reach a greater number of potential consumers
n a time-efficient and a cost-eficient way. The three main functions of any type of media are:
 AND MARKETING: THEORY, PRA
78 EVENT MANAGEMENT TICAL APPROACHES
Pr om ote /E ndo rse
2.Enhanco/Develop 3. Sustaln/ Uphold
NDPLAN ING
It is a mcasure ot
success
itmedia reports about an event n
Perception is reality.
potential attendees., sponsors
and other partners.
favorable. This inli
For exanmple:
Video people can Share
1) Create a
not only help
video with great visuals and sound can drive
Creating a

increases the probability of people wanting

to share it with
th friends. It
eople to
holds and thc eve
in a way that a simple
content cannot. connecte st
an event on
Facebook
2) Create
A Facebook event listing provides an easy way for attendees to share the e
are attending the event creates
vent with their
Each time someone shares that they the
potential
people to your Facebook page.
ial to drive ma
7.3 Role of Media in Events
Chances are that without media public1ity the mega event does not even attract people atoust

communal or social at large. And in today's market,

SOcial media has emeroer ntion. Events,a
all, are
promote any type of event, whether it's a small event or high-profile event, or a fundraiser a r y
attendees and now email is the.
especially useful in promoting an eventmarketer potential considers
to new
core promotion to
contacts. An event normally Facebook.
to reach previous
finest social media websites for promoting events. In fact, through social media, after the ast
what they liked best, least, and what they would like to see the next time. That will make event,ask atlende
with their own networks. Events can
themmore likely
return and share their positive experiences provide a
develop perceptions in the public mind about the host destination in order to enhance tourism y platfom
However, in order to provide certain information about the event, it is important that a number o westnn
should get engaged with either watching or reading about the event and this is only possible withd
the belpd
media.
Announcements in the media about the events can bring benefits to the organization, such as
Creating awareness, enthusiasm and public support for your organization and its endeavors

Escalating goodwill toward the attendees during their visit.

Bringing attention to a cause or social responsibility program.
Strengthening your organization's brand.
There should therefore, be collaboration between the Event Management Company and the media. To prome
the event effectively, audience should be told why they should attend the event. This precisely is what net
coverage does. It conveys information in an interesting and appealing manner in a format theyeny
reaction is instant and positive and gives the event special status.
7.3.1 Media Conferences/Media Briefings
An event can create a center of attention for better media coverage due to a number of reasons.
because of its theme and action, graphics, costumes, the person speaking or, sometimes, even
a media conference is being held is news enough. A media conference can be a good meanstobr
event to the public but only if it is well organized. Organizing a successful media conference requie
t ifistk
planning, notice, efforts and time management. But before conducting a media conference find ou
 ND TALENTMANAGEMENT
79
MrA
AND,
so be realistic.
rea However, if there is something to shout about, don't be shy.
e d h i ti n .
first placc, go
the media
me conference.
organize

and s to be kept in mind during media conference or the media briefing The checklist is as
ahad
points
some
are.
Here
fllows:
to
have
hav it well scriptcd, preferably with more than one person speaking
sure
Be
nference for an event at least two weeks in advance.
confere
the press
Plan
location for the press conference.
Selectthe
the speakers
I fthe
are lincd up or important attendees registered, relcaset theír names.
incs in the audience to ask the questions they want to address: sponsors already signed
Ha
ve
economic impact, "more info" contacts, etc.
on, a n t i c i p a t e d

sits ready to be
media kits handed out with the schedule of events and other pertinent information.
Kee de economic
Always include
impact information and a contact and telephone number for more
information.

tiaue a media release printed complete with quotes included in the packet.

1 amember that while talking to the media it is prudent to use "sound bites" or catchy phrases as

thev are much more likely to be quoted than long, complex sentences.
recommend
the event carefuly. Check with the marketing expert who will readily
plan the timing of
and time.
the day
for the expected number of people and test the microphones, the
Set up seating arrangements
and lighting with the podium having the company logo
or name.
sOund system
who covered the
The day after
the event, send personal messages thanking media representatives
press confèrence.

Good Media Coverage

7.3.2 Generating investors.
media is an effective getting recognition from potential customers and
tool for
Dromotion in trusted and costs next to nothing.
Word-of-mouth promotion is usually considered as more credible than advertising
an evene's message far and wide.
Publicity is the key spread
to

to get media coverage there is a trend

to immediately start with the tools used.
how
When considering framework be prepared first
rightly cautions against this and suggests that a
However, Hitchins (2008) for such a framework:
to Hitchins (2000) it is advisable to follow the template constructed
According
vehicles such as surveys/forecasts.
1) Construct news
of hot topics available in the media.
2) Take advantage of opportunities
3) Campaigns.
4) Use of slogans (such as headlines).
conferences, featured articles and
Next communication tools such as press releases, interviews, press
pictures should be used.
of celebrities and their latest hot topic. So
It is well known that reporters always love the glitz and glam
news
celebrities to the event.
for his event should try to invite a celebrity or
any event manager seeking wide publicity
While some celebrities may have to be paid, some may host or
attend the event because they feela connection
to attract the attention ofthe local
and even national press.
wn ue cause. Either
way, it's a great way
 EVENT MANAGEMENT AND MARKETING: Tueonv, PuacrICaI. APPRaas
7.4 Media Communication Tools
PruOaCiUES AND PL.ANN
A
ANNI
communication tool is the detailed device that carrics mcssage
a to a target group. Many
tools
message
are often used
to the
as part of an
target group. Basically, the new
that are based on a
effective communication plan in order to
mcdia tools are the methods of
interactive
computer or mobile device with Internet access. Thcy allow the creatio
communicata ommunicatr
moditication and distribution of information. To manage the global changes,
a digital tool like:
strategy
organizations
ns have
ion, desvgmit
have implernenme
nicahra
Inter net bl ogs Social Media

RSS (rich site

Podcast
summary feed)

(Source: Media Communication tools, Retrieved from

In the past an event
http:/non-stopmedia.org/new-media-tools)
generally took place as an inaccessible communication at a single
organizer would converse with his audience through direct invitations, point in time. An ein
registration of the event, to
surveys and follow-ups. This system worked for a
but as things have long time and even now many companies use thispost ev
changed with time, the audiences and attendees are expecting more. With the methot
new communication tools
and media, event
connect with their audience both online planners now have the opportunity to grasp the expansionmoment
d
and offline like never before. ani
through the use of social media, email, mobile and other Now, messages can be reinforcnt
By understanding the audience before an event, event
platforms before, during and after the event.
create buzz and drive planners can convey a targeted message that ca
and feedback, allowing
engagement. The message can be further
conveyed onsite with real-time communicatia
Event planning can be a
planners to gather valuable information
and thereby get maximum value for
very traumatic job, but effectively attendes
clients can make the job
simpler. communicating with the team members and
7.4.1 Media Communication Plan
Drafting a perfect communication plan goes a long
way in
plan is a road map for delivering the making to communication
A communication a
the
campaign successtul
message
organization to communicate a clear and specific message with audience. It's necessary tor t*
Although preparing a communication plan can be measurable results through any media
what needs to happen and when, whom time-consuming, an event
manager has a clear overview
to inform and when. Yet it is
communication plan looks smart and attractive. A really important that the entire ev
simple format for communication plan is as follows
 D T A L E N T M A N A G E M I
81

FA.
M E D I

ype/Nanne o f tthe Event

Event

Eveni
Datc

Event Venue

of Communication Objectives Content Person Responsible Delivery Deadline|

for communication date
p e
( F o re x a m p l e )

D i r e c t M a r k e t i n g

S o c i a lM e d i a

Websites

P r i n t Marketing

5 Brainstorming

is a proces for generating new idea

simply
method by which a group tries to find solution to a specific problem by
Brainstorming

conference
is "a - Alex Osborn
Brainstorming

the ideas pontaneously

expressed by its members."
all
problem-solving with imaginative thinking. Thus, it is a popular
gathering to
s relaxed, informal approach
com
An event planner has got a lot in his mind like marketing campaigns to rm, venues
hancing technique..
eativity e at the same time. For all these details to come together, sometimes there is a need
to s e c u r e .
sponsors
book, and instorm. Successful brainstorming requires the right people and an environment where
to brains
storm-a
forperfect distractions. A creative mindset is needed. It's all about thinking out of the BOX.
there aren o

HAVE FUNI
Brainstorming is thee
least stressful and the
most enjoyable part of
Haveplenty of event planning
writing tools available NEVER Criticize
and encourage picture anyone's idea
drawing to get
creative ideas

Collect and save all

Create a comfortable deas as one
Brainstorming brainstoming session
place which generates
Tips will spark an idea for
creative thinking
another event

includes the set

dressers, assistants,
drivers, secretaries in Establish the RULE
the planning as no idea is a bad idea
everyone has a unique
idea
Try some brainstorm
musíc

(Source: Author)
 AND MAnkKvTING:: TuEORY, PRaCTICAL APPROACHES
ROACHES AN»]
82 EVENT MANAtEMENT
method, cspccially at the carly stages, to bring togcther a wide rangeofsi
PLANI
Brainstorming is uscful
a
number of ideas. Group effort throws
hri
Morcover. it's also an immediate way
to come up witha large up
or two but a number
of thoughts.
just one be innovative and eain
is the way for an event manager to
.

Coming up with new idcas regularly different perspectíve, i.e, t

prom
cvent can be looked at from a
in the event industry. Planning
an
can be difficult but to teroi
new idcas that something
attendees haven't scen beforc. Brainstorming ermain in t
it is imperative to keep coming up with innovatíve ideas.
fast paced cvent industry
7.5.1 Advantages of Brainstorming
in the problems. If done correctly, it promises great he
Brainstorming provides many advantages solving
like:
Brainstorming improves the working atmosphere, which in turn motivates the participants.
I t ' s exciting and inexpensive.
equal opportunity to share their thoughts without any inhibition.
Participants get an

A huge number of ideas are generated as the participants with different knowledge and diffe
experiences come together.
idea is rejected criticized.
Drawing a brainstorming session, no or

7.6 Celebrities and Media in Events

Many event managers believe that associating celebrities with the event is a sure way of giving the evea
wide publicity. However, the event company must check how worthwhile it would be to spend a hn
amount of money to get celebrities. Thus understanding the needs of an event is also vital to weigh
investment which depends on whether the event is a fundraising event or an entertainment or a corporat
event. This could also help to decide which celebrity should be invited whether a Bollywood star or
cricketer or a politician. Therefore, familiarize yourself with the exact nature of the event and make
shortlist of personalities who could possibly be engaged. This list should also include the budget and by
extension which name would or would not be a realistic target financially.
1) Pre-Event
If the event organizers are ready to spend a huge amount, then it would be desirable to invoe
celebrities at an early stage in the event. Using the names and images of celebrities attracts more
people and thereby gives the event wide publicity.
2) At the Event
There are two ways celebrities can be utilized during an event, for anchoring and performing or
they could be just guests. The whole point of engaging public is to attract them and what beter
way to entice people to come and let them hear some of their favorite personalities speak, sing
perform, or generally do anything at all.
3) Post Show
When the curtains are down, it doesn't necessarily spell the end of the event. Try to make video
compilations of the personalities sharing their thoughts with the attendees about the event or on any
topic. This goes a long way in helping the company maintain PR and in getting advertisements tor
the future. Use websites or social media pages to search for any positive thing notable guests migh
have said about the event. Compile this and broadcast this to an audience that will be hoping for
more in the future.
 MENT 83
v» TaLENT MANA
M r D AA N D
Celebrities in Events
Ce
for for
Reason
, oulblic in different ways. Firstly, they appear in their profession, e.g. a cricketer who plays
public
in
ondly by attending some special events, c.g. award functions. In addition, they are
6 . 1

apear seco.

rities
Ilife; fashion magazines etc. which provide second source infornmation on
a u d i e n c e ,

the their
personal
for
b e c a u s e ofchannels. Last but not least, cclebritics act as spokesperson in advertising to promote
m c k e rf o r

dia c h a n n e l s .

in hshrough nms Th
The benefits an event planner gets by roping a cclebrity into an event may be
s e r v i c e s .

and
maducts

pr
B cnc fit s

Attract the public Attract the media- Easy in get ting Raise awareness Abihty to charge
Getting
the event to coverthe event Sponsorship about the event mare
b u z zm o m e n h u n
toattend
for the e v a t

(Source: Author)

and
Responsibilities of Media Manager
7.7 Role
media manager
is an important person in any organization. It is he who gives the information about the
A rticular product, or events in the event industry. It's better for an event company to hire a media
services
P a r t i c

an eye on proper mmunication and various other duties and responsibilities so as

who can.keep
satistied. Various roles played by the media manager are:
manager

keen the attendees

keepi
Creating and observing performance benchmarks and media cost with different agencies.

Suggesting marketing management on media policies development for utmost effectiveness.

Evaluating results of media efforts.

Making certain that program outcomes receive best possible business benefit levels.
Working with market research agencies to optimize investment return for advertising management
and media planning.
measurement.
Making a study of media
Staying updated on latest media trends.
Identifying opportunities and evolving issues related to new media technologies along with consumer
reaction.
Investigating media research as well as translating it into strategy.

Managing and maintaining media budgets.

Cooperating with agencies and outside suppliers for billing issues and dispute declaration.
Managing entire media budget activities.
78Artist and Talent Management
fea S a business strategy that organizations adopt to retain the best of their top statf or anticipate

alent man capital and plan to meet those needs. Because of the need for creativity in events, the term
agement' has become very important. It can also be explained as an organization's assurance to
TCruit, retain, an train the
way. S1 and most eligible candidate available in the job market to organize events in a novel
management is a constructive term when it refers to organization's plan to hire, manage,
 PRaCTICA A.

84
EVENT
MANAGEMENT
AND
MARKETING:

science
THEORY,

of using strategic
PPROACHES AND P1.Ae
hs an resource
employees.
It is the
ment does NNG,
build up, and
retain talented
organization goals.
Talent manageme
give manager
gersan
the ongoing development of an
to attain
value and
improve business
role and responsibility
in the stafling process and in
organizations, only the
top management
emplovee. are
a loyees teparntion of offie
employees.
Therefore, in many
knowledge
and experience. the ulen.
system
due to their
management therefore involves:
methodology
management
complete talent

4. Retain orkeep hold 1. Planning

the talent

2. Acquining or
Attaining
3. Developing

(Source:Author)

and setting criteria for measuring the canahi

concerned in identitying, defining
Planning the talent
strategies to attract talent.
Utilizing a wide range of and training, managingemploves
opportunities for career growth
Develop talent to involve providing
performance, coaching and mentoring.
incentives, a positive work environment, opportunity
Retaining the talent, by giving long-term
advancement and good pay to employees.
of few activities such as:
Talent management system consists
a

Recruitment planning.
JobJob description.
Phone or online screening interview
Credentials review and background check
Making the job offer to the selected person
Employee starting day and on boarding process
customers about organizng
Giving training on how to know about the need and preferences of
event.

Technological aspects.
Relationship building by the clients.
Formal feedback systems after the event.
 M A N A G E M E N T
85
D TALENT
Promotions,
teral moves, transfers.
later
MEDIA
Employment termination by choice the employer's behest.
termination by employee's own or at

1anger restricted to one region, state or country. Multi-national companies are looking at
m a rket and as a result, the geographic and cultural distinctions of talent are
ent-huntingi sn o .

c o m m o n

as a
world -caliber talent in
shortage of high-ca
the event industry as more uniqueness and creativity
whole i s aa s
T h e r e

In fact, try to integrate Talent nagement fully in the organization at all levels.
asing eeded.
ecreasing.

professionals but there is surely a shortage of talented professionals.

dearth of
hougnre is no
Globally t h e
lso identified as an artist manager) is an individual or company which guides the professionals
a g e r( a l s oi d e n t i f i
| t a l e n tm a n a g e
and watches their performance during an event. Here are a few artist management
wate

industry
entertainment while organizing an event:
in mind
inthe to be
kept
tips the end to the start.
Always map from
Know your audience.

Imagine globally.
Think revenue s t r e a m s .

media creatively and professionally

Use social the market.
overemphasize
Never
Rehearse the show.
button.
Never forget the pause
to how to attach
event management industry- from how to refer the industry,
There are a
few changes to an
results.
to generate
big data i.e. it's all about 'Experiences
Events' get a rebranding,
social media to owned audiences
Marketing evolves from
Visuals trump text

to event marketing
Big data brings big insight

Self-Assessment Questions

the
"Media management is very important for an event management firm". Elaborate on

statement.
What is Media Management? Why is the use of media necessary?
3) Explain the various types of media.
4) What are the role and responsibilities of a media manager
5) Explain the role of media in an event?
0 What role does a celebrity play in an event:
Explain talent management methodology
Why must an event planner have or make use of celebrity for an event
an event.
Xplain the various points to be kept in mind during media briefing for
10) Define media
l) What is communication plan.
brainstorming? Why it is necessary?