Tmo 351 PPT 5

UNIVERSITY INSTITUTE OF TOURISM AND
HOSPITALITY MANAGEMENT
Course code- TMO 351

Master Subject Coordinator - Dr. Kiran Shashwat
Course Name- Event Planning & Management
1
DISCOVER . LEARN . EMPOWER
TOPIC 11
Events Management- Goals
Course Outcome Mapped : CO 1
• The terms Goals and Objectives are often used
interchangeably.
• However, they each have distinct meanings:
• Goals are usually specific and measurable.
• Objectives are the strategies and steps that you use to reach
your goals
• Event goals means to get more specific. The best goals
support the purpose.
• For example, if you work at a university admissions
department and your goal is wooing prospective applicants,
your purpose might be to educate potential applicants about
your program offerings and campus vibe.
• Steps to Set Event Goals to Maximize the Event’s Impact:
• Step 1
• Identify the event goals
• When determining the goals behind the event, simply
document the purpose of the event.
• Here are some key questions to consider for setting and
defining event goals:
• Why is the event taking place?
• Why are you having this event?
• Why are you inviting attendees to your event?
• What are the key things you want an attendee to walk away
with?
• How will you specifically measure your success?
• Keep the big picture in mind
• The right event goals should align with the brand’s overall
marketing as well as the company’s mission statement.
• For event planners, remembering the big picture can be really
helpful since their minds are normally focused on a million
little tasks and deadlines.
• Define key performance goals
• Understanding the “why” is important ” but its also needed to
quantify goal.
• Working with performance goals, focus on what is under
control.
• For example, you can’t really control how many of your
attendees choose to return for next year’s conference.
• But you can assess the number of sales made before, during,
and after the conference.
• How many qualified leads you obtained?
• How many of those leads your team followed up with in the
months after?
• The list can go on and on.
• It may seem obvious, but when decision-makers look to
measure the success of the event, they may suggest things
that are simply out of our control.
• That’s why the way you phrase your goals can be so
important when communicating expectations to your higher-
ups.
• Step 2
• Make your event goals “smart”
• When setting goals, work with SMART goals, which are:
• Specific
• Measurable
• Attainable
• Realistic
• Time-based
• A goal to “plan a week-long country music festival by the
end of the month” is time-based and specific, but it’s
probably not attainable or realistic.
• It’s great to reach for the stars when setting your goals, but think
realistically of what you can actually achieve.
• Write down lots of ideas for the goal first. Then, narrow the list and
combine the ideas to come up with one solid goal
• Step 3
• Measure your event goals with 20 measurable event KPIs to use
• Regardless of your objective, one or more of these main event KPIs
should be a great fit for your needs:
• Cost per customer acquisition
• Total number of qualified leads acquired at the event
• Sponsors highly rank their satisfaction with the event
• Individual promo code tracking link performance
• Gross revenue
• Total number of registrations
• Social media mentions using designated event hashtag on
each platform
• The majority of attendees polling highly satisfied with event
speakers
• Number of total active community members after event
(compared to total number before the event)
• Numerical results from attendee satisfaction surveys
• Number of total event check-ins compared to registrations as a
percentage
• Net Promoter Score
• Event community engagement online as measured by social media
interactions OR specified activity on event app
• Live event app polling
• Social media posts, likes, and shares pertaining to the event
• Ticket sales and individual ticket type performance
• Cost to revenue ratio
• Individual sponsor page engagement on the event website
• Number of repeat attendees (for recurring events)
• Total new customers acquired
• Step 4
• Develop an event strategy
• The next step is thinking through your event strategy.
• Once you know your event goal and you’re confident and
passionate about those goals, it’s time to figure out
How you’re going to reach them.
• When thinking strategy, think of it from two perspectives:
• From the perspective of you, the planner
• From the perspective of your attendee
• How will both the planning team and the attendee help
realize the goals?
• Start to ask yourself questions such as:
• What educational measures (i.e. speakers, panelists) do you
need to put in place to accomplish this goal?
• Will you need speakers or any educational content to reach
your goal?
• If it’s a social event, what is your social goal for your
attendees and how will you encourage this interaction?
• What entertainment is needed to reach the social satisfaction
you require for this event?
• You may find that your strategy might involve some mini-goals. Mini-goals
and milestones are what you might need to set to get your ultimate goal ” that
is OK.
• Map out your event plan. This plan can be an outline, a project plan, or
another document.
• It should highlight the goal you set and detail the actions you’ll take to reach
those goals.
• Step 5
• Ensure your event goal helps people make connections
• No two events are exactly the same, but all focus on creating connections in
one way or another. Maybe attendees connect with each other, with content,
or with an idea.
• You need to think about how to create those connections.
• For instance, if the goal of the event is to teach attendees,
you need to think about what attendees are learning, why
they’re learning it, and how you want to teach them.
• With these answers, you can start to build out the essential
items like speakers and content.
• Finally, make sure that your goals are transparent to your
attendees so that they are assisting you with accomplishing
your vision along the way.
TOPIC 12
Events Management -Research & Planning
• Research is a phase to discover the objective and needs of the client .

• Such as client budget , target audience , resources , time line ,
analyzing event history and data selection .
• The main idea behind researching the event market is to figure out
whether an event is viable or people are interested in such ideas.
• The following points should be considered for an event research:
• Event Idea
• Target Audience
• Event Location
• Date
• Market
• Event Management- Planning

• Market Research
• Before organizing an event, find out whether there is a market (i.e.
audience) for your intended event or not.
• For e.g. you want to organize a fashion show in Oman and people
there have little or no interest in fashion shows, then it is not a
good idea to organize such event there. The event will fail for sure.
• Market Analysis
• If there is a market for your intended event, then do market
analysis.
• Market Analysis means finding information about your target
audience.
• Find out who are your target audience i.e. there age group,
sex, qualification, profession, knowledge level, income,
status, likings, disliking, personality, customs, traditions,
religion, lifestyle etc.
• Knowing your target audience's customs, traditions and
religion is very important so that we don’t hurt there customs
and religion unknowingly through our event.
• For e.g. if you organize a Hindu wedding and serve beef
there, then u will be in mortal danger as cow is considered as
a sacred animal in Hindu religion.
• Find out where majority of your target audience live so that
you can direct your marketing efforts towards them.
• There is no point in advertising across US if your target

audience belongs only to New Jersey.
• In this way you can cut down your advertising and marketing
cost tremendously.
• Find out what are the desires and expectations of target
audience from your intended event.
• Find out when (i.e. date and time) and where (i.e. venue)
they want the intended event to take place .
• For this you will have to do survey. All this information will
help you in developing a better event plan.
• Competitors' Analysis
• It means finding information about your competitors.
• Find out who are your competitors .i.e. their age, sex,
qualifications, knowledge level, experience in organizing
events, turnover, market value, PR (media and corporate
contacts) and market share.
• Find out how they promote and execute there events. What
they do in there events? Why people come to there events?
• For this you will have to attend each and every event
organized by your competitors and then create an event
report.
• The event report will contain things like

• Seating and light arrangements
• Promotional materials used
• Blueprint of the whole venue
• Program and food menu
• Contact details of sponsors, partners, clients (for whom the
event is organized)
• Service providers like DJs, Anchors, Make up artist,
Performers, photographers, videographers, decorator, florist etc.
• Hosting an event needs expertise to make the best impression

possible.
• For successful planning of an event each and every detail has
to be taken properly including all the information of guests and
hosts.
• Event planning research is the key to success.
• Do your research
• Knowing what exactly is going to be planed ,is the most
important part of organizing an event.
• Research is needed on every area – from caterers to conference
material.
• Here are the key areas where research is vital:
• Make sure there’s a market

• Research your area of the market, and ensure that your event is
in line with the interests of the market.
• Which will provide an extra edge to understand the potential
customers and boost demand
• Know your audience
• Conducting research on your target audience is key to
understanding and providing what they will want at your event.
• Whether it’s an exhibition or a wedding, know what your target
audience will like and dislike and make sure you know whether
the people you’re inviting have any dietary, cultural or
religious needs that you need to be aware of.
• Put the word out

• Once you’ve determined the interest in your event and have
singled out your audience, the next step is advertising.
• This research concerns the best places to put your
advertising, so that your target audience will see and
approach it.
• Which further help get a good return on investment on your
advertising spend.
• Your advertising needs to be specific to your audience –
whether that’s through placing adverts within set
geographical bounds, or using the interests of your target
group.
• Use all the channels available to you – website, social media,

pay-per-click advertising, magazines, posters and targeted
mail shots.
• What to research
• A good event is made up of many elements.
• The venue needs to be right. The access for people travelling
by car, train, bus and on foot needs to be good.
• The availability of any audio-visual equipment is important,
as is the ability to lay out the room in the way you need, and
to offer additional rooms for break-out areas.
• Away days need to include food and drink options and
possibly overnight stays.
• Need of event registration desks and plenty of people on

hand to make sure things run smoothly by making use of
external virtual assistant staffing services.
• And that’s all before you’ve finalized the programme for the
day itself.
• For a straightforward conference or training event, you might
need to consider:
• How many talks are suitable for the length of the event
• How often people would like a break
• The desired of format for the day
• The balance between presentations and Q&A sessions
• A good events manager will be able to keep track of all the

elements that need to come together.
• An Event manager has to deal with venue managers, caterers,
speakers and exhibitors, ticket sale sites, marketing and
promotion and more.
• With such a heavy workload, it might be useful to hire a virtual
assistant offering secretarial services, who can do anything from
managing a social media campaign for your event to conducting
post-event market research.
• Feedback
• It’s just as important that attendees can give their thoughts on
what went well and what could be improved on once the event is
over.
• This information can then be used as research for your next

event – providing valuable insight over time into the needs
and expectations of your target group.
• A key way that feedback can also be gathered in real time is
over social media – if you promote a hashtag alongside your
event, you can then follow what people said about your event
online afterwards.
• Know your competition
• If you’re planning events, then chances are that there are
other people in the same business ,you need to do your
research.
• Event management always comes with an element of

competition, and knowing what your competitors are providing
is key to creating a more interesting and rewarding event.
• Competition research may involve attending competitors’ own
events and noting the way they do things:
• Which services they use?
• How their programme works ?
• What food they provide ?
• Along with the atmosphere and response of the attendees.
• Work out what it is that draws in their audience, and see if you
can provide the same service.
TOPIC 13
Events Management- Budgeting
• An event budget is an estimate of the expenses involved in
organizing a function.
• Budgeting can help you determine an event's economic
viability, make spending decisions and measure post-event
performance.
• It is beneficial because it allows you to work within
appropriate financial constraints.
• Budgeting for an event allows planners to work within clear
parameters.
• There is always a finite amount of money that can be spent
on an event.
• Knowing that number, it only makes sense to track expenses
of special events to ensure the final amount spent doesn't
exceed to original budgeted value.
• Here is a guide showing you how to create an event budget:
• Set an overall budget
• Start planning your event by determining how much money
you have available to spend on it.
• This may entail calculating your incoming revenue and
examining your variable expenses, which are costs that may
change as you plan.
• When planning an event, an estimate can help you allocate
expenses appropriately.
• Research past events
• To help you create an outline for your budget, research
previous ones and current market trends.
• Consider every aspect of your event that may incur a cost.
This can ensure that you create an accurate budget.
• Make a list
• Based on your research, list all the items you wish you
include in your budget.
• You may list them in order of priority.
• You can also begin calculating the cost of each item.
• Create a plan
• A good event plan covers all your objectives and informs you
how to best manage your finances.
• Begin your plan by determining all the major expense
categories.
• This clarifies which elements may require a larger budget
allocation.
• Set a time frame
• Having a time frame helps you keep track of how your budget
is progressing.
• The end date also serves as a deadline for finalizing the
balance sheet.
• Create a fund for contingencies
• It is advisable to have a contingency fund so that you are
ready for any unforeseen expenses that may occur.
• For example, an emergency fund can be useful if the event
requires additional health and safety precautions.
• Consider what could lead to additional costs and plan for
them.
• Write a pitch for your sponsors
• A sponsor contributes to the costs of your event.
• Create a pitch for potential sponsors that briefly summarizes
your event.
• Explain who you are, what your event is about, why you are
organizing it, what makes it unique and, most importantly, how
they may benefit from it.
• Finish with a question or information that steers the
conversation in the desired direction.
• Approach potential sponsors
• It is important to thoroughly research your potential sponsors
before involving them.
• Approach them professionally, and encourage them to help you.
• Once a sponsor has agreed to support your function, it is
important to keep them informed and assure them that the
planning is going well.
• Choose vendors
• Contacting vendors for quotes is one of the most time-
consuming aspects of event budgeting, but it can provide you
with more accurate costing information.
• Call multiple vendors, detail your requirements and request a
quote. Ensure that the vendors provide a comprehensive cost
breakdown so that you can compare all quotes.
• This can assist you in choosing vendors that are within your
budget.
• Calculate advertising expenses
• When budgeting, estimate the cost of each form of
advertising.
• Web-based advertising may include social media ads and website
banners.
• Even before you begin planning, you can use marketing and social
media to connect with potential sponsors and increase your budget.
• Determine estimated revenue
• To estimate the revenue, include all pertinent information about
your event.
• This could include everything from statistics about your target
market to the number of attendees you anticipate.
• Determining your potential earnings can help you decide how to
allocate funds and plan for other expenses.
• Advantages of An Event Budget
• The advantages of an event budget are:
• Determining Staffing Costs
• Planning an event, it is important to consider personnel.
• The staff affects the entire experience, so it is important to
consider the number of staff /Team required for the event.
• Enlisting the staff for a catering company or hire cleaning staff
or entertainers.
• Securing the right venue
• Events usually take place in a venue, which necessitates
logistics management, food and beverage preparation and decor.
• The cost of hiring a venue may include renting the space,
putting up signage and other expenses.
• You may want to consider the location of the venue to help
guests avoid a long drive, potentially increasing attendance.
• Sourcing the best vendors
• It is advisable to contact multiple vendors to ensure that you
stay within your budget throughout the planning process.
• You may want to talk to several caterers, DJs, performers
and decorators to find the ones that fit your budget while also
providing high-quality services.
• Establishing good relationships with vendors may also lead
to discounts and ensure a high-quality service.
• Gathering enough sponsorship
• Obtaining sponsors for your event can assist you in covering
the expenses.
• In exchange, you can offer the sponsor incentives.
• For example, you might add the sponsor's logo to the
promotional materials, provide them with a free seat or
promote them on social media.
• Creating effective promotional materials
• Marketing materials are an important part of your budget.
Digital ads are an effective tool for increasing visibility.
• You might want to also budget for social media and email
marketing.
• Investing in public relations and approaching bloggers

and influencers can also help promote your event faster.
• Tips For Creating An Effective Event Budget
• Here are a few tips for formulating a budget for your
event:
• Utilize available data
• If you have previously hosted an event, review how
much you spent on it.
• Determine what worked and plan your next budget
accordingly.
• If you anticipate that future events may be bigger,

consider this when creating your budget.
• Track the latest event trends
• Being aware of recent event trends is a great way to
budget efficiently.
• Investing in the best trends can help you attract more
attendees and get the best results from your event.
• Doing this during the budgeting process ensures that
you do not overspend while also remaining true to
the purpose of your event.
• Delegate tasks
• Consider forming committees to handle various aspects of
the event.
• For example, create a budget committee that reviews
spending habits and ensures you remain within budget.
• You could also form a promotions committee to handle
advertising.
• Grow your network
• Connecting with people in your industry means you can
invite more professionals to your event and gain access to
more vendors.
• Reach out to your contacts and inform them about the theme
and itinerary of your event.
• They can use this information to recommend venues or
entertainers.
• Keep the sponsors updated
• A successful event often depends on how well your sponsors
support the budget.
• To maintain good communication, regularly update your
sponsors on event developments.
• This can help the budget planning process move along more
smoothly.
• Monitor and review your budget
• Some event expenses may fluctuate due to unforeseen
circumstances.
• keep your budget up to date until the end of the event.
• Closely monitoring your budget allows you to quickly
identify any necessary changes and effectively resolve them.
Questions / Doubts?
Reference Books
• Dowson,R. Bassett,D.(2018). Event Planning and Management:

Principles, Planning and Practice.Kogan Page 2nd Edition.
• Bladen,C.Kennell,J.Abson,E. and Wilde,N.(2017). Events
Management: An Introduction.Routledge,2nd Edition.
• Conway,D.(2019). The Event Manager's Bible.Robinson 3rd Edition.
• Yadav,L. and Yadav,K.(2022). Event Management, Marketing,
Planning, Production & Management.Evincepub Publishing
Video Link
• https://www.youtube.com/watch?v=IHjITu2dQCU
• https://www.youtube.com/watch?v=Qk1Cr_E-GCw
• https://www.youtube.com/watch?v=VpeqCDn9uVY&t=828s
• https://www.youtube.com/watch?v=I-XjdcpfXoI&t=261s
• https://www.youtube.com/watch?v=8prs-7oRroM
• https://www.youtube.com/watch?v=LgMbITJUdM0
• https://www.youtube.com/watch?v=Q_Ece-fPKuw&t=9s
• https://www.youtube.com/watch?v=UGVQludJ7sM
• https://www.youtube.com/watch?v=gCD_4UbqQIA
• https://www.youtube.com/watch?v=0LWeNrc4XUg
• https://www.visitmonmouthshire.com/information/events-management/aims
THANK YOU

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UNIVERSITY INSTITUTE OF TOURISM AND

Course code- TMO 351

Course Name- Event Planning & Management

• Research is a phase to discover the objective and needs of the client .

• Event Management- Planning

• There is no point in advertising across US if your target

• The event report will contain things like

• Hosting an event needs expertise to make the best impression

• Make sure there’s a market

• Put the word out

• Use all the channels available to you – website, social media,

• Need of event registration desks and plenty of people on

• A good events manager will be able to keep track of all the

• This information can then be used as research for your next

• Event management always comes with an element of

• Investing in public relations and approaching bloggers

• If you anticipate that future events may be bigger,

• Dowson,R. Bassett,D.(2018). Event Planning and Management:

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