Meaning of Event Management

Event management is about generating ideas and

concepts and translate the same into reality. Event
management can simply be described as turning dream
projects into plain reality. Creativity, imagination and an
eye for details make sure that end product is as
wonderful as the concept, or sometimes even better
Purpose of Event Organizing
Consumers have several brands to choose from varieties. Each brand has several
backup messages to promote. Consumer is certainly confused. Therefore, the best
way to promote a brand is to involve target audience in a brand experience. This
makes them a part of that brand or gets them involved. Brand publicity is the key
to the event.

Basic purpose of organizing an event is as follows.

Reach: This is the most important aspect of event management. Reach refers to
how many right king of audience were exposed. For successful reach, the media
involvement is essential since publicity for the event not is to be created.
Marketers use this occasion to sell items like T shirts, Caps, etc to popularize the
brand. This normally takes place in a cricket match or a musical night
Events help to maintain good relationship with current customer
It helps in exchanging the communication. Interaction is the key

Interaction: Audience are involved directly in the event. Interaction helps in

two ways. Firstly the seller can convince the buyer. From the audience point of
view, an interaction helps in clarifying doubts that they may have. Stalls are the
venue for the interaction.
Different types of events
Business events
Corporate events
Cause-Related events
Coordinating Skills
Fundraising events •
Exhibitions
Trade fairs
 Entertainment events
Concerts/live performances
Festive events
Government events
Meetings
Seminars
Different types of events
 Workshops

 Conferences

 Conventions

 Social and cultural events

 Sporting events

 Marketing events

 Promotional events

 Brand and product launches

Planned Special Events
Sporting Events Motorcycle Rallies
Concerts Sporting Games
Festivals Firework Displays
Conventions Seasonal Festivals
Parades Milestone Celebrations
Bicycle Races
Key elements of events
Event time of occurrence and duration

Event location

Area type

Event market area

Expected attendance

Audience accommodation

Event type
Process of Event Management
Event Selection

Venue management

Materials management

Delegate management

Media management

Event marketing

Office management

Event day management

Event Planning Team
Establishment
Coordination among traffic operations/transit/law
enforcement agencies

Designation by a committee on special events within

a regional transportation management organization

 Regional transportation committee on special events

Program Planning
Involves activities unrelated to a specific event
Involves participation and coordination of
stakeholders
Establish new frameworks, policies, legislation to
monitor, regulate, and evaluate future planned
specific events
Supplemental Requirements
Event site plan

Traffic flow plan

Traffic control plan

Parking plan

Emergency evacuation plan

Notice of event for affected property owners and residents

Event advertising brochure

Hold harmless agreement

Certificate of insurance

Permitting requirements
Communication Technology Role
Must be total and instant for it to be of any value
Should have the following:
A radio system
Mobile phones
Beepers/pagers
Telephone system
Fax machine
Computer capabilities
Controlling Building/Event Access
Gain entry if: members, authorized visitors, or
purchased a ticket
Admission control begins with the box office

Tickets: published by a reputable company

Admission types: general and reserved

Photo identification system

Computer Card ID System

 There is no substitute for well-trained security and

emergency medical personnel.*
11 Steps in Creating an Event
1. Get organized.
2. Determine why this event should be organized.
3. Define the event with a short and direct mission or
motivation statement.
4. Determine who the participants should be.
5. Learn about the organization and/or sport governing
bodies.
6. Determine who needs to sanction the event.
7. Define the focus of the event.
8. Determine the identity for the event.
9. Define the geographical area for the event.
10. Develop a budget for the event.
11. Design a marketing and promotional plan for the event
Concepts of Promotion and Pricing in events
Events tailor-made. Each event will be quite different.
Therefore they are priced differently. The amount
changed from the client on whose behalf the event is
organized and the price charged to the audience vary.
One f=of the factors in pricing is the risk involved in
conducting an event. The risk involved depends on
the kind of event

Sponsored event
Ticketed event
Partially sponsored event
Factors for Pricing of events
Break even: If the event is based on ticketing, how many tickets be sold to
make good for the expenses incurred.
ROI: What will be the net benefit in monitory terms as against the
expenditure incurred
Risk Factor: Is it high or low or medium. May be that audience turnout is
poor or adequate number of tickets could not be sold. In this case, a decision
should be taken to go head or cancel the event

Value: Will the event provide value to the audience? If the target audience
thinks unworthy, they wont pay for the event. Customer should be benefited
from the event, then only they get value.
Discounting: Before starting the event, there is an estimation that certain
minimum number of audience will visit. It may happen so that the actual
number of participants less than the expected numbers. In this case, heavy
discount has to be offered to woo the audience.
Promotion in events
Promotion is required to achieve the desired reach. And
hence the event must be publicized extensively. There are
many promotional tools used, are as follows
Print media
Radio
Television
Cable network
Outdoor media
Direct marketing
Public relations
Merchandising