Module-2: Introduction To Events

Amity School of Business
Module-2
Introduction to Events
Contents
Departments in an event Management company
Designing of an Event
Event logistics
Event Production
Elements of Event Management

Event Infrastructure
• Core Concept
• Core People
• Core Talent
• Core Structure
Core Concept
• It is a term that can be used to define the
fundamental underlying ethos and
evolution of the various major categories
of events.
• The core concept of an event is like a root
of a tree that generates the energy and
lays down the base for the type of tree that
shall grow.
Core People
• People who are performing, acting, or
participating in the process of influencing
the audience to create a desired impact in
terms of a favorable position for the clients
brand in the audience mind.
• The personality of core team people being
used in an event should match the brand
personality.
Core Talent
• Core talent that attracts and influences the
audience should have a specific expertise,
reputation, and knowledge.
• The core talent helps in creating variations
in any event category like pop music
concert, sports, or classical music concert.
Core Structure
• The presence of a formal and informal
organization to manage the event category
as a whole is important to make it lucrative
from its marketing point of view which
depends on the degree of structure of
event category.
Target Audience
• Target audience is the customer groups
who form the focus of events. The actual
event design varies with demographic
profile of the target audience as well as
the number of targeted audience.
• The event organizer can canvass for other
clients who would like to associate with the
event.
Clients
• Clients are the people or organizations who act
as sponsors at any event. They provide funds
fully or partially to subsidies an event to make it
affordable for the target audience.
• Corporate clients can be either event savvy or

may need to be educated about the uses and
benefits of event as a strategic marketing
communication tool.
Clients
• Clients use event as a marketing communication
tool and the activities perform under the same
are:
– Set objectives
– Is this the right event
– Negotiating contracts with event organizers
– Locating interaction points, banners and displays
– Preparing the company’s staff for the event
– Post-event follow-up
Event Organizers
• Event organizing team is structured and
responsible for two major factors are:
– Focus of the event with regard to key
elements
– Define clients and target audience
appropriately
• Event organizers number is increasing day

by day due to:
– Event business requires lot of physical
presence of various professionals
– Dealing with legal hassles such as
government permission
– Networking with media, facility providers and
suppliers
– Immense amount of experience and expertise
Event organizers
• To ensure a long term presence and
growth, event organizers should formulate
their strategy on following:
– Targeting clients
– Selecting event category
– Selecting and contracting with key elements
– Marketing intelligence and information system
Venue
• A venue is the site at a desired location with
the required audience capacity and available
for a specific time period where the event
concept shall be carried out. The best
example can be sports arena where separate
stadia has been built for cricket, football,
hockey, and basketball. It has two categories
– In-house venue
– External venue
Media
• Media is that event-specific communication
mmix designed to act as the front end for the
event to first inform, then cajole and entice
the target audience to attend the event.
• There are three stages of media campaign
for an event i.e.
– Pre-event
– During event
– Post-event
Event Production
• Coordinating the delivery of event
• Managing with contractor
• Operational plans
• Act management and requirements
Event Logistics
• More like Military Logistics than Business
Logistics
– Event logistics includes efficient supply of
• Customer to the product
• Facilities to and fro the site
– Like getting the troops to battle, with all the
necessary supplies to engage in battle
Event logistics
• Venue
• Food and Beverages arrangement
• Stage-Design
• Branding
– Stage backdrop
– Banners
– Podium
– Registration desk
• Audio and visual arrangements
• Preparation of delegate kits
Corporate Event–Venue, Stage Design

Banners and Registration Desk

Elements of Event Logistics

Event Logistics Checklist

• Event timelines developed for the day
• Permissions obtained for site of event.
• Invitations sent and attendance confirmed
• All logistics in place.
• All participants know their roles
• Informational packets prepared
• Photographer and / or videographer design
ated
Melbourne Flower Festival

Process - Event Management

• Event management is the process by
which an event is
– Planned
– Prepared
– Produced
Process Plan
• Research and analyze the need and
scope of the service
• Independent or Joint event
• Type of event – seminar, conference
• Decide the type of organization
Prepare Plan
• Data from different sources for inviting
participants
• Spreading the awareness about the event
• Web presence
• Information on social networking sites
• use google ad words
• Brochure with the invite
Produced – Plan
• Post event activity
– Send thanks note for participation
– Share presentation of speaker
– Compile data of questionnaire
– Add the attendee list of event
– Sales team to follow up with the leads

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Module-2: Introduction To Events

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Amity School of Business

Elements of Event Management

• Corporate clients can be either event savvy or

• Event organizers number is increasing day

Corporate Event–Venue, Stage Design

Banners and Registration Desk

Elements of Event Logistics

Event Logistics Checklist

Melbourne Flower Festival

Process - Event Management

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