Event Management
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Event Management






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Event Management Event Management Presentation Transcript

  • Presented by Joey Phuah
  • Event
  • Types of Events
  • Types of Events
  • Corporate Events Golf E vents C onferences Networking E vents B us ines s Meetings Incentive Travel Dinners C arnivals Trade S hows / Fairs E xecutive Retreat Product Launches Team B uilding S eminars A nnual Dinner Pres s C onferencesTheme Parties Opening C eremonies B oard Meetings S hareholder Meetings / A GM
  • Private Events Wedding C eremoniesWeddingDinners Wedding A nnivers aries B irthday Parties Fes tival Gathering
  • What is EventManagement?
  • EventManagement
  • The Aim of Event Management
  • Who leads the event? Advisor Chairman Event Manager
  • Event Organization Chart
  • Event Manager A person whoplans and executes the event
  • The Role of Event ManagerDevising the Event Concept Identifying the target audience Marketing and Communication Negotiation Client Service BudgetingScriptwriting Booking Venue Logistics Audio-visual production
  • Event ManagerEvent managers andtheir teams are often behind-the-scenes running the event.
  • Event Planning Process
  • Initiation  Feasibility study – select an event  Objective Concept development - timing, skills Contextual factors – budget, legal/  regulatory, economic, social, political,technological and environmental factors
  • Event Planning Process
  • Planning
  • Planning
  • Event Planning Process
  • Implementation  Schedules  Checklists  People Management
  • Event Planning Process
  • Control & Monitoring Setting benchmarks/ standards  Tools
  • Event Planning Process
  • Shutdown  Key Task Integration of shutdown into key event tasks
  • Creating the Event Concept
  • Pre-event 1. Proposal 2. Budget 3. Venue/ Site Selection and Design 4. Production Schedule 5. Speaker & Supplier Checklist 6. Sponsorship 7. F & B Menu 8. Guest list 9. Risk Management10. Marketing11. Promotion
  • Event Day
  • Post Event Evaluation  Shutdown and Reporting
  •  Indentify Expenditure 2. Food & Beverage Indentify Income 3. Administration 4. Wages & salaries 3.Ticket sales 5. Venue 4.Sponsorship 5.Merchandising 6. Lighting, sound & visual 6.Advertising 7. Staging 7.In-kind 8. Graphic design 9. Printing 10. Decoration 11. Entertainment 12. Marketing & Promotion 13. Travel 14. AccommodationSee Appendix 1 _ Sample Budget 15. Contingency
  • Guidelines for Selection3.Availability4.Size of the event5.Layout and suitability6.Stage, field of play or performance area7.Transport and parking8.Proximity to accommodation9.Services available e.g. F&B10.Technical support e.g. PA system, projector11.Cost
  • Conduct a Site InspectionDevelop a checklist for Site Inspection:5.Compatibility with event theme6.Seating arrangement7.Sight obstruction e.g. pillars8.Storage areas9.Entrances & exits including freight access10.Stage area11.Equipment available on site12.Safety and security13.Access time14.Power See Appendix 2 _ Site Inspection Checklist
  • Layout DiagramPrepare a Layout diagram on:5.Stage6.Seating and table arrangement7.Registration area8.Equipment positions e.g. lighting, projectors9.Decoration layout10.F & B station11.Signs12.Entry and exit including staff position See Appendix 3 _ Layout Diagram
  • What is to happenWhen will it happenWhere will it happenWho is responsibleGantt Charts/ Production Schedule See Appendix 4 _ Sample of Gantt Chart See Appendix 5 _ Sample of Production Schedule
  • Event review meetings- to check progress against the scheduleStatus reports– to check progress against scheduleCheck listsDirect observation
  • Speaker Checklist2.Send invitation3.Get writing confirmation4.Biodata and photograph5.Slide presentation6.Accommodation & Transportation Arrangement
  • Supplier Checklist2.List of suppliers3.List of requirements from every supplier4.List of their roles and date to set up5.i.e audio and visual – projector, notebook, PAsystem, microphone, cable6.i.e photography – how many photographer youneed, location of the photographer See Appendix 6 _ Sample of Supplier Checklist
  • Why should companies sponsor?•Gain access to target markets for promotional messages•Generate consumer awareness – used to introduce or build a brand•Positioning/repositioning of the existing service/ product•Exclusivity – to lock out their competitors•Demonstrate product attributes
  • Before seeking sponsorship, weshould decide whether:3.Your stakeholders (members, participants) are likely to approveof commercial sponsorship4.Your event has rights/ benefits of value to a potential sponsor,e.g. access to target markets5.You have the human resources to sell and service sponsors, e.g.a good sales person6.There are businesses/ organizations that you would be advisednot to seek sponsorship from
  • Sponsorship Proposal3.Overview of the event including mission/ goals, history,location, current and past sponsors, program duration, staff,past or anticipated level and predicted attendee profile4.Sponsorship package on offer and its cost. This mightrange from naming rights or sole sponsorship to designatedsponsorship categories5.Strategic fit between the event and the needs of theorganization6.Duration of agreement, e.g. agreement for one year,optional for 3 years renewal7.Contact details
  • Identifying Sponsors6.Who has sponsored the event recently?8.Research the sponsors of similar competitor events – who is in themarket?10.Examine what particular companies or products have a fit with yourevent
  • Selling Sponsorships3.Identify the decision maker in the company that you areapproaching4.Try to obtain a personal interview to discuss thesponsorship5.Sell opportunities (access to target market, capacity tomeet with specific VIP’s)6.Provide a benefit package (competitively priced) that willmeet some of their marketing needs7.Be creative in the form that your sponsorship proposaltakes8.Interact with potential sponsors in a professional way
  • Managing the relationship6.Make sure that you keep in regular contact with yoursponsor – manage the relationship8.Discuss and agree with your sponsor on clear objectivesand agreement10.Reports achievements as part of negotiating for renewal ofthe sponsorship
  • Check and compare the menu Food TastingConfirm the menu
  • Prepare the Guest List Send InvitationConfirm the attendance See Appendix 7 _ Sample of Guest Checklist
  •  Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
  • Risk Management Process Analyse & Evaluate Identify Risks Identify Options the RisksWhat can happen? How can it happen? Create an action plan Treat the Risks
  • Event Marketing is a matching process in whichthe event producer seeks to understand andmeet the needs of their audience
  • Is a planning for a promotion Positioning Identify target marketHow attendees regard a specific event or other events of a similar nature
  • Marketing Strategy Marketing Strategy Identify Segmenting Target Set Event Market Objective Markets Geographic: Demographic: Socio-economic: Other: Age Local No. of Gross & Net EducationExhibitors Participants Sex Topic Participants Profit  occupation Regional income Price international
  • 1. Promotion• Direct/ electronic marketing e.g. direct mail, electronic newsletters, web advertising, mobile phone – sms blast• Advertising e.g. media releases, media kits, live media crosses (media sponsor)• Sales Promotion e.g. cross promotions with sponsors• Others e.g. partnerships with media/ other events
  •  Place (Distribution)• Direct e.g. through phone, internet• Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc
  • •Create or increase awareness of the event•Create or enhance a positive image of the event•Position the event relative to its competitors•Inform target market(s) of the event•Generate demand for the event•Remind target markets of the event details
  • PromotionAdvertising Publicity Sales Promotion Direct Marketing Personal Selling
  • See Appendix 8 _ Sample of Running Sheet
  • Event Evaluation Process Data Analysis Reporting ApplicationCollection