Chapter 9

EVENT MANAGEMENT
 Learning outcomes
 What is event and event management?
 Which planning and logistical steps ensure successful event
planning and execution?
 Which element must be take into consideration when creating
a budget for meeting or an event?
 Why is the investment in meeting and events justified for most
organizations?
 How can public relations professional harness creativity to
plan and implement memorable and effective events?
 1. EVENT AND EVENT MANAGEMENT
 “Event are defined as occurrences to communicate particular
messages to target audience” (Philip Kotler)
 Events can be classified on the basis of their size, type and
context.
 Prepare for the event:
- What is the purpose of the event
- What do you want to achieve The target audience
- Who is your target audience - Demographic
- Location
- Hobbies
- Favorite
- Personal
interact
- Opinion
- …
 Event (cont.)
 Type of event:
- Formal/corporate events
- Informal/personal events
- Education events: Career fair, seminars, workshop, debate,
competitions,…
- Social events: Charitable events,…
 Question

1. List the corporate events and personal event

 Types of event: Corporate events

Conferences Team
Shareholder
building
meetings

Networking
Corporate event Golf
event
events
Product Trade
launches shows/fairs
Business
Opening dinners
ceremonies
Incentive
Press travel
conferences Meetings
Carnivals

Executive Board
retreat meetings
 Types of event: (2) Private events
Wedding ceremonies
Wedding dinners

Birthday parties
Wedding anniversaries

Festival gathering
 What is event management?

Event management is the

process of analyzing,
planning, marketing,
producing and evaluating an - It is a different
event. way of promoting
a product, service
or idea

- If an event is managed efficiently and effectively, it can be used as a very

powerful promotional tool to launch or market product or service.
- Event management requires certain core value to be deployed to every
element, process and decision to justify professional approach and achieve
effective and efficient results
 2. EVENT MANAGEMENT PROCESS

Get
organizers,
Do event Prepare and Marketing the
sponsors, Evaluation
analysis event plan event
partners and
clients
 Steps in organizing event management (detail)

Develop
Organize your Establish the
event’s goal & Set the date
team budget
objectives

Identify Brand your

Book your Create a
partners, event
venue Event plan
sponsors (promotion)

Determine
day-of Evaluation
process
 (1) Event analysis
 Product/services research – if you are
organizing a corporate event then it is necessary
for you as an event manager to do research of
the products/services promoted and sold by
your corporate client.
 Find out how the company promotes its
products
 How the company wants to build/ enhance the
image associated with its product (also known
as the brand image)?
 Who are the customers of the product>
 What is the market value and market share of
the company and its product.
 What are the features of the product?
 What are the advantages and disadvantages
product in comparison to competitors’ products?
 All this research will later help us in making an
efficient promotional campaign for corporate
events.
 SWOT ANALYSIS
It is a strategic planning tool which is used to identify and analyze
the strengths, weaknesses, opportunities and threats involved in
your project. SWOT analysis can also be done on organization:

STRENGTHS:
There are the attributes of your
project/organization which are
helpful in achieving projects
WEAKSNESSES
objectives For e.g: experienced There are those attributes of your
event team, high motivation project/organization which are
level, excellent PR, good harmful in achieving projects
market share etc. objectives. For example: social
loafing, lack of funds, inexperienced
event team, low energy level, lack of
media and corporate contacts etc.
 There are those external factors which are helpful
in achieving the project’s objectives. For eg: little
competition, favorable economic conditions,
support from the local authorities, availability of
OPPORTUNITIES the state of the art infrastructure etc.

There are those external factors which are

harmful in achieving the project’s objectives. For THREATS
eg.: high competition, little or no support from
local authorities, bad weather, poor
infrastructure, high labor rate, unavailability of
raw material etc.

It is very important that you conduct SWOT analysis before developing

an event plan to develop a strategy which maximizes the potential of
strengths and opportunities of your project and at the same time,
minimizes the impact of the weaknesses and threats
 (2) Event planning
Organize your team Event director

Program Venue Equipment Promotions Officials Hospitality Merchandising

coordinator coordinator coordinator coordinator coordinator coordinator coordinator

Venus Sound Media Sponsor

Entries Umpires Sales team
booking equipment liaison liaison
Equipment
Publishing Setup team Publicity Referees Catering Giveaways
maintenance
Reception Outfitting
Risk
Ceremonies Transport Advertising Marshalls of of
management
dignitaries volunteers
Promotional Master of
Tabulation Signage
event ceremonies
Computer Environme
Media kits
scorers nt control
 (2) Event planning – with 5W’s +1H concept
We follow 5w’s +1H (why, what, when, where, who, how)
principle to create an event plan.

WHY
• Why means why you want to organize the event; event
objective. What do you want to get from the event? For eg.:
do you want to organize the event to enhance your company’s
brand image; to increase company’s sales, to promote your
client’s products/services or to promote a social cause etc.
Defining event objectives at the very start of event planning is
very important as it gives you the direction in which you
should proceed to accomplish your objectives. Organizing an
event without clear objectives is a huge waste of both time
and resources
 WHAT
What means what you are going to do in the event. What will be the:
 Food and beverage menu: it contains the list of food items and beverages
you will serve during the event to guests and target audience.
 Guest profile: Who will be your chief guest and other guests? Your guest
list must include organizers, sponsors, partners, clients and specially media
people.
 Type of entry: Decide how will be the entry
 Entry fees: what will be the entry fees?
 Promotion campaign: How you are going to promote your event,
organizers, sponsors, partner, client.
 Program menu
 Event budget: to determine your event budget finds out what will be the
cost making the event
 WHEN
When you are going to organize the event (i.e. date and time)?
Keep following things in mind while selecting date and time for
the event:
- Select date and time according to target audience
convenience and availability (avoid work days, examination
days or festival times,…)
- Make sure that your event’s date and time, don’t clash with
other event’s date and time
- Keep climate conditions into mind while selecting date and
time  find out how the weather will be on the day of your
event.
WHERE
- Where you going to organize the event ([Link])? Check out
the venue selection tips.
WHO
- Who will be your organizers, sponsors, partners, clients and
targets audience? How target audience you are expecting to visit
the event and why? You must have very good reason to this
“why” as you will have to convince your perspective organizers
and sponsors that why particular number of people will attend the
event
 HOW - establish your budget
 Establishing your event’s budget is one of the most important
parts of planning an event.
 Some of the critical expenses you need to include in your
budget are:
• Venue: This cost should encompass the rental as well as any
insurance you need to purchase
• Food and Drink: Remember the amount you can afford here
might also dictate the number of tickets you’re able to sell
• Entertainment: Speaker, a DJ, singer, …
• Décor: Theme based or concept based decoration will helps
more on customer satisfaction.
• Staff; Marketing; Miscellaneous,…
 Event venue selection

What are the key considerations when choosing an

event venue?
 Event venue selection
Some things to consider when picking a venue for your event are:

• Accessibility: Does the venue have accessible entrances and

elevators? Are there all-gender washrooms? Will you have
space for interpreters? Choosing a space that all guests will
feel comfortable in.
• Size: How many guests? Choosing suitable size. Additionally
consider whether or not you’ll need separate rooms for
breakout sessions or like.
• Parking: is there a parking lot, or is it easy to assess via public
transit?
• Sound and lights: If your event needs speakers and
microphones, make sure it’s easy to set them up in the space
that’s available,…
 Event venue selection (cont.)
3. Venue history
- Find out how many events have organized in the venue so far.
- Find out whether or not venue and the staff there is even
friendly  you will have to do less amount of work in making
the venue suitable for the event.
4. Venue services Security arrangements:
Security of guest, services
provides and target
Parking audience is very important
facility issue which should never
be neglected of
compromised at any cost.
 (3) Event marketing
Steps involved in creating a promotional campaign for your event

Step2 : Decide
your promotion
• Create awareness activities
• Get sponsors
• Thanks sponsors and • Media channels
clients • Media vehicle is a
specific medium
Step1: Setup ads
objectives
 Create a publicity plan
You need to publicize the event to get people in the door
 Some components you might want to include in your plan are:
• Web page announcement
• Social media
• Email blasts
• Press and media connections
• Printed materials
Finally, no promotion plan is complete without the post-even
thank-you’s, sponsor acknowledgements and articles about the
event’s key messages or fundraising success.
(4) Identify and establish partnerships and sponsor
Are there organizations that you could partner with or call on for
sponsorships to defray the costs and increase potential
participation? Plus, when you involve other people or groups in
your event, they have a stake in helping spread the word and
making the event a success.
You might want to consider:
• Seeking corporate sponsors to fund a portion of the event.
• Partnering with community organizations who might be able
to offer a venue and/or assistance with organizing or staffing
an event.
• If you’re looking for business to sponsor your event  clear
benefit to the sponsors.
 Event checklist

Event planning checklist keeps you on target; on track and

executing flawlessly.
• Provide essential information to the event team,
• The essential components of your event: date, location, type of
event, goals, budget. One those are in place, the rest of the
details can be built to accommodate the major components.
 Event calendar/checklist

Steps involved in preparing an event calendar:

Create a list Assign event

of pre-event, Set deadlines activities to
at-event and for each individual
post event event activity team
activities members

An event calendar is an ordered list of activities which are

needed to be executed in order to produce and market the event.
These activities are of three types: pre-event, at event, and post-
event
Example of
event
checklist
 (5) Event evaluation
 Event evaluation is necessary to make you and your team more
efficient, the next time you organize an event. It is all about
finding your mistakes and learning from them. Event
evaluation should be done immediately after the event is over
or the next day. Conduct a meeting with your team members to
evaluate your event.
 Step 1: Determine the extent to which event and advertising
objectives have been achieved
 Step 2: Get feedback from your clients and target audience
- Getting feedback through feedback form
- Make feedback form part of your gift voucher
Discussion:
You have to organize a two-day field trip for your
class. Please plan the entire event.