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Event management is the application of the management practice of project management to the creation and development of festivals and events. Event Management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event.
hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event. From product launches to press conferences.companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media. .Event management is considered one of the strategic marketing and communication tools by companies of all sizes.
sales. weddings.Categories of Events • • • • • • • • • • Events can be classified into four broad categories based on their purpose and objective: Leisure events e. recreation. Personal events e. Organizational events e. charitable. product launch.g. and folklore. ceremonial. political. heritage. religious. birthdays. leisure sport. music. anniversaries. art. Cultural events e. .g. commercial.g.g.
Be clear on the purpose of the event: is it to raise as much money as you can. to attract supporters for the organization. a„ thank you‟ for your existing supporters and volunteers? Whatever the purpose. the event must give enjoyment in return for money . for every successfully run event.Purpose of organizing an event • • • • • • • • • • • • Events that are run to raise money need to be very carefully planned. to raise the public profile of the organization. there is one that has lost money.
The reputation of the organization can greatly affect participation of the performers.The organization provides the purpose for the event. The support which VIPs and celebrities give to the organization can help to generate publicity for the event and can also attract sponsors. It attracts the involvement of those who believe in the aims of the organization. .
An event provides a focus and opportunity to involve your supporters. or even international.Advantages and disadvantages of fundraising events • • • • • • • • • • • • • • • • Advantages: The event can be selected and developed to maximize your organization‟s resources and objectives. . An event presents great opportunities for publicizing the organization and cause.and long-term funding can be secured through the successful implementation of an appropriate event. national. The event can be local and community based. Events provide opportunities to widen your network and seek sponsorship. and short. Large and small financial needs. People enjoy attending events and through them you can attract new supporters.
Disadvantages: • • • • • • • • • • • • • Events require good leadership and organizational skills. • There is the potential for bad and damaging publicity if something seriously goes wrong. . • There are many things that can go wrong. “what can go wrong will go wrong”. Some events are plagued by Murphy‟s Law. often beyond your control. • As well as making money. you can actually loose money in running an unsuccessful event.
Questions to consider before planning an event: • What are the objectives (both primary and • secondary) of the event? • What is the benefit to the organization? • Are there achievable budgets and results? • Does the concept have the support of your • Board or Head Office? • Do you need to test by running a pilot event? • What is the division of roles and • responsibilities? • How can the event be monitored? • How will the evaluation be carried out? .
Each of these elements has something to give and something to gain. . These four elements are interdependent. If you can get all four working in harmony then you will have a successful event.Key Elements of an event • • • • • • • • • • • • Whatever the event. it affects all of the others. if you change one. there are four principal elements: • your organization • publicity • performers • sponsors.
you may have to invest in at least some paid advertising. To ensure an audience or participants. • They may have an interest in covering your event. . usually in the form of press and poster advertising. • Clearly the performers and sponsors will have their own reasons to wish to see good media exposure before. during and after the event. TV and radio exposure you receive will depend on how genuinely newsworthy the event is and how creative you are in generating media interest.Publicity • The media is in the business of covering news and reporting on local and current events. • If you cannot secure sufficient “free” media coverage then you will have to pay for publicity. The amount of press.
goodwill. . the teams who will play in the charity sports event. They have much to gain by participating in your event – it may be a professional fee. the auctioneer and auction house undertaking the sale. enjoyment and team-building opportunities.Performers • The performers are those people upon whose skills and appeal the event is centred: the band that is booked for the rock concert. media coverage. etc.
access VIPs and royalty. especially if they believe that they can get good publicity. and be seen to back a winning event. .Sponsors Corporate sponsors may be willing to support your event. The nature of the event will also have an effect on the decision of the sponsors. associate with your worthy cause. generate goodwill. Sponsors can be asked to underwrite part or all of the costs of running the event.
Publicity. 11 . Venue 3. After the event. 5. 8. Design and printing. Helpers. Prizes/awards/incentives. Day/date/time. 9. . 7. Planning and „on the day.Twelve steps of event organizing • • • • • • • • • • • • 1. 10. 4. Permission and assistance. 12 . Budgets. Type of event 2. 6. Administration.
Almost every event. And advertising as a tool cannot be underestimated in event marketing & event promotion. .Concept of promotion One of the most important aspects of event managements is promoting and marketing the event. And those involved in event marketing & event promotion need to first analyze what type of media would reach their target audience. except for the private parties and events have keep aside a budget to cover advertising costs.
Implement the Promotional Mix • The four parts of the promotional mix • Advertising • Sales promotion • Personal selling • Public relations/publicity .
Radio .Advertising through road show& Media • • • • • • Advertising TV Newspaper & Magazine Web-Site Roadshow.
Anil. Sonam team for television commercial • Actor-producer Anil Kapoor teams up for the first time with his actress daughter Sonam. The father-daughter duo will be seen together on the small screen for a • commercial for German luxury brand Montblanc .
RELIGARE Media Coverage Highlights .
. Scroller. Canopy.Promotional Materials used in Events • • • • • • • Sign (or sign board) LED Display Electronic Signage Projector. Kiosk.
event transfers. This includes all food and beverage charges. and related expenses. track all projected rental fees for the event and function space. • • • • . baggage handling. and any related expenses.Pricing an event • Track site rental costs. Document transportation charges. Estimate catering costs. As you plan the event itself and as you meet with your venue sales manager. This includes shuttles.which can account for up to 30%. coaches. housekeeping. including tips and gratuities -.
These include invitations. program booklets. Most events include expenses for decor. florals. Common expenses in this category include the A/V equipment. event signage and banners. but it's also a good spot to list honorariums to speakers or if you are hiring entertainers. .Add decor expenses. such as centerpieces. This is where you list those costs. etc. Summarize printing charges. Several small item charges actually combine to make a larger expense line item. tent rentals. Document entertainment & equipment fees. name badges.
you will have a good projection of the total expenses. This will keep you from going over budget every time. demonstrating the value-add of my role. the projected budget. I will identify savings in actual budget vs. As you build your event program. This happens after the event has concluded.Give yourself a contingency fund category. Depending on the size or complexity of an event. you may want to give yourself as much as up to 20% of the event budget here. If extremely favorable. Summarize projected expenses. Despite the best planning. I will subtotal the invoices into the above 10 categories and document the actual budget. Summarize actual expenses. charges are going to exceed projected plans with expenses that you never consider. . This is the information that I will share with my event client to make sure they are aware of the event budget so that there aren't any surprises later on.
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