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By, Preeti Jog
The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc.
Events and festivals, such as the Asian Games, have a large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business
.Event Management Event management is the application of project management to the creation and development of festivals. events and conferences.
Identifying the target audience. Devising the event concept. . Planning the logistics and Coordinating the technical aspects.Event Management Event management involves studying the intricacies of the brand.
Post-event analysis and ensuring a return on investment have become significant drivers for the event industry.Event Management Before actually executing the modalities of the proposed event. .
there is no formalized research conducted to assess the growth of this industry. with mega shows and events hosted regularly. growing rapidly. Surprisingly. .As an Industry: Event Management is a multi-million dollar industry.
As an Industry: The industry includes fields such as the MICE (Meetings. The logistics side of the industry??Two different industries. . conferences and seminars as well as live music and sporting events. Conventions and Exhibitions). Incentives.
and interest groups will hold events of some size in order to : market themselves. raise money or celebrate. build business relationships. charitable organizations.Objective of Event: Many industries. .
2.Services of Event Management Co. grand opening events). marketing programs (road shows. Event management companies and organizations service a variety of areas including 1. . corporate events (product launches. corporate meetings and conferences). press conferences.
fashion shows.Services of Event Management Co. launch/release parties. award ceremonies. B’days and bar mitzvahs. 3.) 4. Private (personal) events (weddings. commercial events.) ** . Special corporate hospitality events (concerts. film premieres.
Technical and logistical elements of the event.Services of Event Management Co. Depending on the client's needs. Or just a subset of these. expertise and budget . Clients hire event management companies : To handle a specific scope of services for the given eve Which at its maximum may include all creative.
other scheduled activities that might intrude on your event. research locations including zoning.Services of Event Management Co. noise or other ordinances. to create and regularly update a budget and project plan. .
. Find and secure the necessary facilities. negotiate vendor contracts.Services of Event Management Co. select (with client’s approval) oversee the caterer and menu. and arrange for entertainment. design the layout& décor of facility.
and accommodations for your guests. answer questions. solve problems. . invitations. arrange publicity. keep the client informed. always. and always.Services of Event Management Co. coordinate staff and volunteers.
Product Promotion. Stall Design & Fabrication. In Shop Promotion. Brand & Product launches. Seminars. Corporate Events. Exhibitions & Trade Fairs.Products EVENT MANAGEMENT SERVICES Road shows. Stage Decorations. Hoardings Bus Panel Advertising Cinema Slide Advertising Print Advertising Electronic Media Advertising TV Advertising Outdoor Advertising Radio Advertising** . Lead Tracking.
It is a multi-dimensional profession. This includes event design. budgeting. Brand building. scriptwriting. Involved in more than just the planning and execution. negotiation and. Expert at the creative. client service. of course. ** . Often behind-the-scenes running the event.Event Manager The event manager is the person who Plans and executes the event. marketing and communication strategy. technical and logistical elements that help an event succeed. logistics. audio-visual production.
The early stages include: Site surveying Brief clarification Cash flow management Procurement Site design Health & Safety** Client Service Budget drafting Supply chain identification Scheduling Technical design .Event Manager (At Early Stage) If the event manager has budget responsibilities at this early stage they may be termed an event or production executive.
Event Manager An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are: Health & Safety Logistics Sound Video Security** crowd management. Rigging Light Detailed scheduling .
** . hotel booking.Technology Event management software companies provide event planners with software tools : to handle many common activities such as delegate registration. travel booking or allocation of exhibition floor space.
and folklore.g. leisure sport.g.Event Classification: Events can be classified into four broad categories based on their purpose and objective: Leisure events e. anniversaries. charitable. ** . expo. weddings. ceremonial. religious. sales. Personal events e. commercial. Organizational events e.g. Cultural events e. heritage. political.g. recreation. birthdays. product launch. art. music.
gauging the customers’ reactions vis-à-vis your products enhancing your brand equity. its essential that your target group is addressed directly. Exhibitions & conferences are one of the fastest and most costeffective means of exploring and entering new export markets. ** .Exhibitions & Conferences In today’s world of communication driven business.
Change doesn't have to be drastic. especially when you implement ideas supplied courtesy of your exhibitors and attendees. ** . Make sure that you communicate these changes. Each year you need to introduce new ideas and concepts into your show organization and production.Exhibitions & Conferences Experimentation is the name of the game. Listen to customer’s suggestions. small subtitles can make the difference.
** .Event Promotion Techniques If you build it. Wedding-style invitations:But they also need much more than that to decide whether your function offers enough benefit to warrant taking time from their busy schedules. Postcards: You'll need much more space to hammer home how your target audience will profit from attending. how not to." Even the most well-conceived events need a powerful promotion campaign to fill seats. Ads: These can be enormously expensive on a cost-perattendee basis. they will come.
PR: Send press releases about your event to local business publications that publish event calendars. Direct mail: research shows that long copy.Event Promotion Techniques what does work-if used judiciously. The more information you can give a prospect about your offer. That will likely give you more coverage. Pass every piece of communication through this filter. both pre. enlist the business publication as a cosponsor. the more likely he or she is to bite. is almost always more effective. ** .and post event. for a bigger bang. separated into readable chunks with bullet points and subheads.
** . call VIPs who haven't responded. especially webinars. After you've sent out letters and e-mails. and let them know you're looking forward to seeing them. Tele marketing: in your pre-event promotion. as little as 30 percent lands in the recipient's in-box Be sure that the addresses are valid. corporate spam filtering. And consider following up through some other method such as phone or letter.Event Promotion Techniques E-mail: E-mail is a popular way to promote many types of events. Also confirm with key people the day before the event.
” is vitally important that you hit your target audience repeatedly with your message. to fill seats. ** . when the audience is so select and hard to reach – promise and announce RSVP Exclusive and expensive gift "when.Event Promotion Techniques "gimmicks and giveaways" off this list Iie bribe.
Two weeks before: similar to the one above. One week out: waiting to hear from VIPs. time. start telemarketing. and directions. After the event: Thank each attendee. ** .Event Promotion Techniques Two months out: Send a "mark your calendar" message One month out: listing all the reasons and booking. by mail or by phone. The day before: Call and send out an e-mail reminder with the date. for coming.
Event Promotion(Before the Event) 1. . Find out which publications are planning a show edition and their deadline for press releases. Media list complete with contact name. 3. business and local press. address. message directly to the needs. phone number and email address of all trade. 2. 4. radio and TV stations. Build a working relationship with the press. concerns and interests of your prospects. Get to know the editors and writers. Define and select your target audience.
newsletters. 7. .Event Promotion(Before the Event) 5. Editors want timely newsworthy information. industry trends. statistics. 8. 6. new technology or product information. A press kit should include interesting and timely information. cable television or local talk radio programs. 9. Minimize your press kit information so that it is lightweight and easy to fit into a bag. Investigate other media possibilities not covering the show who might still be interested in information. new product introductions. Understand the do’s and don’ts of press kits. Reserve press conferences for major announcements. including celebrities you have coming to the show. interesting material.
Continue to send them updated information and photos so they remember your company name. 14. Mail. Use your website to display useful advice as well as promoting your show participation. The media will usually decide at the last minute whether or not to attend. 12. during and after the event with Online Press Kits from PR Newswire. Have a plan in case a crisis occurs immediately prior to the show.Event Promotion(Before the Event) 10. Post your press kit online to make your company news available to the media. industry experts and consumers before. Arrange interviews with editors several weeks prior to the show. broadcast fax or e-mail press releases about your product/service focusing on what’s new. 11. . 13.
even over the lunch hour. audio cassettes. n. nontechnical terms. Have a media spokesperson in your booth at all times. Use newsletters.Event Promotion(During the Event) Keep the press office well-stocked with your press kits. or computer discs/CDS as effective giveaways. books/booklets. Heighten visibility and create positive publicity through sponsorship opportunities. Also keep some press kits in your booth in case the media stop by. Various media covering the event may automatically include sponsors names. easy-to-understand. . Keep show management informed of newsworthy information. special reports.
during and after the show. Include the best articles in mailings to customers and prospects. Collate all publicized articles and media coverage before. statistics or information on significant newsworthy information/orders that resulted from the show.Event Promotion(After the Event) Send post-show press releases reporting trends. Include valuable show information in your company newsletter. Create a state of the industry report send it to prospects/customers responding to a post-show mailing. and send them to top management and your sales force. . Send your customers and key prospects an audiocassette tape of your presentation or interesting interviews that took place during the show.
Conclusion A well-executed promotional campaign will help your event pay off .
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