Events

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Events

  1. 1. E VENTS INSTITUTIONAL NATIONAL INTERNATIONAL SIGNATURE CONCERTS CORPORATE COMMUNITY/SOCIAL SPORT AWARDS
  2. 2. C orporate E vents The Battle for Consumer Mindspace
  3. 3. D iscussion S tructure <ul><li>Corporate Events </li></ul><ul><li>Disciplines in Events </li></ul><ul><li>God is in the details </li></ul>
  4. 5. C orporate E vents Own Properties “ Hired” Properties External Audiences Internal Audiences Launches Road Shows Relationship Building Media Attention Brand Expe Discussion Forums Dealer Meets Organizational Meets Personnel Development
  5. 6. C orporate E vents Own Properties “ Hired” Properties Sponsorship Sports Music Art / Culture Team Brand Ambassadors Product Placement Serials Reality TV Films Trade Shows Exhibitions Seminars Conferences
  6. 7. L aunches <ul><li>Focus </li></ul><ul><ul><li>Launch new product / service </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>External – Media, Opinion Leaders, Key potential customers </li></ul></ul><ul><ul><li>Internal – Dealers, sales force </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>External – Elicit media coverage </li></ul></ul><ul><ul><li>Internal - Motivate </li></ul></ul>
  7. 8. R oad S hows <ul><li>Focus </li></ul><ul><ul><li>Aid the launch of new products / services </li></ul></ul><ul><ul><li>Reach out to larger mass – potential customers, opinion leaders </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>External – Media, potential customers </li></ul></ul><ul><ul><li>Internal – Dealers, sales force </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>External </li></ul></ul><ul><ul><ul><li>Enable potential customers to experience the brand </li></ul></ul></ul><ul><ul><ul><li>Elicit media coverage </li></ul></ul></ul><ul><ul><li>Internal - Motivate </li></ul></ul>
  8. 9. R oad S hows A Wide Spectrum In-shop demonstrations Test drives Mass participation events Exhibitions
  9. 10. I n-shop D emonstrations
  10. 11. T est D rives
  11. 12. E xhibitions
  12. 13. M ass P articipation E vents
  13. 14. Relationship Building Through Intellectual Experiences Through Sensory Experiences E&Y - Instituting Awards Adidas – Creating neighborhood sports tournament Bacardi Blast Intel – Computer Training Program for teachers in China Intel – Science fairs in India Through Social Participation Revlon – Run / Walk – Helping women with cancer Coke with Harry Potter – Reading is Fundamental – aiding schools with books
  14. 15. M edia A ttention
  15. 16. D ealer M eets <ul><li>Audience </li></ul><ul><ul><li>Internal – Dealers, sales force </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Motivate the network </li></ul></ul><ul><ul><li>Award performance </li></ul></ul><ul><ul><li>Set new goals </li></ul></ul>
  16. 17. O rganizational M eets <ul><li>Audience </li></ul><ul><ul><li>Internal – Various – e.g. Sales </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Motivate the network </li></ul></ul><ul><ul><li>Award performance </li></ul></ul><ul><ul><li>Set new goals </li></ul></ul>
  17. 18. “ H ired” P roperties Simultaneous participation by many organizations Not exclusive
  18. 19. S ponsorship Connect with target audience by reaching out to them through what they are passionate about Sports Cricket Golf Music Classical Pop Art / Culture Art Auctions Supper Theatre
  19. 20. B rand A mbassadors <ul><li>What all does Cindy Crawford endorse? </li></ul><ul><li>Which brands are associated with Hrithik Roshan? </li></ul><ul><li>Which brands are endorsed by Amitabh Bachchan? </li></ul>
  20. 21. B rand A mbassadors
  21. 22. P roduct P lacement <ul><li>Which product in which movie does Hrithik Roshan talks about? </li></ul><ul><li>In which movie does Hrithik Roshan & Kareena fool around with Pass Pass ? </li></ul><ul><li>Which car features in James Bond movies ? </li></ul><ul><li>Which cell phone appeared in Men in Black ? </li></ul>
  22. 23. T rade S hows
  23. 24. D ISCIPLINES IN E VENTS
  24. 25. D isciplines in E vents <ul><li>Event Design </li></ul><ul><li>Event Marketing </li></ul><ul><li>Event Production </li></ul>
  25. 26. E vent D esign <ul><li>Synergy with brand positioning </li></ul><ul><li>Translation of key objectives </li></ul><ul><li>Conceptualisation </li></ul><ul><li>Memorability & Recall Factors </li></ul><ul><li>Implementability </li></ul>
  26. 27. E vent M arketing <ul><li>Consumer Behaviour </li></ul><ul><li>Brand Management </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Synergy with Brand Communication </li></ul><ul><li>Event Activity Spectrum </li></ul>
  27. 28. E vent P roduction <ul><li>Venue Selection </li></ul><ul><li>Stage & Set Construction </li></ul><ul><li>Technical Infrastructure </li></ul><ul><li>Other Infrastructure </li></ul><ul><li>Show Management </li></ul>
  28. 29. G OD IS IN THE D ETAILS
  29. 30. E VENT D ESIGN <ul><li>Conceptualisation </li></ul><ul><ul><li>Brand Dynamics </li></ul></ul><ul><ul><li>Event Dynamics </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Single/multi location </li></ul></ul><ul><li>Event Flow, Scripting & Storyboard </li></ul><ul><ul><li>“ Live” Film </li></ul></ul><ul><ul><li>Meticulous Planning </li></ul></ul><ul><ul><li>Second-to-second </li></ul></ul>
  30. 31. E VENT D ESIGN <ul><li>Stage & Set Design </li></ul><ul><ul><li>Theme </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Event flow </li></ul></ul><ul><ul><li>Performers </li></ul></ul><ul><li>Construction Materials </li></ul><ul><ul><li>Wood </li></ul></ul><ul><ul><li>Glass </li></ul></ul><ul><ul><li>Metal </li></ul></ul><ul><ul><li>Tensile </li></ul></ul><ul><ul><li>Vinyl </li></ul></ul><ul><ul><li>Cloth </li></ul></ul><ul><ul><li>POP </li></ul></ul><ul><ul><li>Thermocol </li></ul></ul><ul><li>Technical Elements </li></ul><ul><ul><li>Light </li></ul></ul><ul><ul><li>Sound </li></ul></ul><ul><ul><li>Video </li></ul></ul>
  31. 32. E VENT D ESIGN <ul><li>Special Effect Elements </li></ul><ul><ul><li>Lasers </li></ul></ul><ul><ul><li>Xenon </li></ul></ul><ul><ul><li>Water </li></ul></ul><ul><ul><li>Pyros </li></ul></ul><ul><li>Collateral Design </li></ul><ul><ul><li>Theme logo </li></ul></ul><ul><ul><li>Invitation Cards </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Signage </li></ul></ul><ul><li>Print/Production Techniques </li></ul><ul><ul><li>Silk screen </li></ul></ul><ul><ul><li>Offset </li></ul></ul><ul><ul><li>Vinyl </li></ul></ul><ul><ul><li>Stencil </li></ul></ul>
  32. 33. E VENT M ARKETING <ul><li>Client Interface </li></ul><ul><ul><li>Presentation Skills </li></ul></ul><ul><ul><li>Understanding Brand </li></ul></ul><ul><ul><li>Translating Event Objectives </li></ul></ul><ul><ul><li>Experiential Marketing </li></ul></ul><ul><li>Sponsorship Marketing </li></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Barters </li></ul></ul><ul><ul><li>Cost Benefit Analysis </li></ul></ul><ul><li>Television Coverage </li></ul><ul><ul><li>Channel </li></ul></ul><ul><ul><li>Tag-ons in Pre-event Promos </li></ul></ul><ul><ul><li>Capsule -length/ timing/frequency </li></ul></ul><ul><ul><li>Airtime </li></ul></ul>
  33. 34. E VENT M ARKETING <ul><li>Media Handling & Opportunities </li></ul><ul><ul><li>PR Agency </li></ul></ul><ul><ul><li>Press Conferences </li></ul></ul><ul><li>Budgeting & Cost Management </li></ul><ul><ul><li>Elements </li></ul></ul><ul><ul><li>Unit costs </li></ul></ul><ul><ul><li>Cost justification </li></ul></ul><ul><ul><li>Budget monitoring </li></ul></ul>
  34. 35. E VENT P RODUCTION <ul><li>Venue Selection & Management </li></ul><ul><ul><li>Indoor /Outdoor </li></ul></ul><ul><ul><li>Numbers/Size </li></ul></ul><ul><ul><li>Accessibility / Parking </li></ul></ul><ul><ul><li>Ticketed/Non-ticketed </li></ul></ul><ul><ul><li>Venue Layout </li></ul></ul><ul><ul><li>Enclosures </li></ul></ul><ul><ul><li>Barricading </li></ul></ul><ul><ul><li>Gates & Access points </li></ul></ul><ul><ul><li>Manning </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>General Lighting </li></ul></ul><ul><li>Stage & Set Construction </li></ul><ul><ul><li>Schedule </li></ul></ul><ul><ul><li>Detailed Drawings </li></ul></ul><ul><ul><li>Ground Marking </li></ul></ul><ul><ul><li>Levels/Wings/Risers </li></ul></ul><ul><ul><li>Finishes </li></ul></ul><ul><ul><li>Snake </li></ul></ul><ul><ul><li>Masking </li></ul></ul><ul><ul><li>Green Rooms </li></ul></ul><ul><ul><li>Sound/Light/Video Locations </li></ul></ul><ul><ul><li>Consoles </li></ul></ul><ul><ul><li>Power </li></ul></ul>
  35. 36. E VENT P RODUCTION <ul><li>Construction Materials </li></ul><ul><ul><li>Wooden/metal support stage </li></ul></ul><ul><ul><li>Stage-painted/carpeted </li></ul></ul><ul><ul><li>Backdrops/Props- Ply/Cloth/vinyl/tensile /acrylic/metal </li></ul></ul><ul><ul><li>Masking-material/colors </li></ul></ul><ul><ul><li>Branding-cloth/vinyl /sunboard </li></ul></ul><ul><ul><li>dpi-72/300-1200 </li></ul></ul><ul><ul><li>Flex/vinyl-laminated for outdoors </li></ul></ul>
  36. 37. E VENT P RODUCTION <ul><li>Sound Equipment & Management </li></ul><ul><ul><li>Venue size/audience size/performing artists </li></ul></ul><ul><ul><li>Flying/stacking/stands </li></ul></ul><ul><ul><li>Mics-Lapel/collar/cordless/corded/podium/stand </li></ul></ul><ul><ul><li>Stage monitors </li></ul></ul><ul><ul><li>Guitar & keyboard amplifiers </li></ul></ul><ul><ul><li>24/48/64 channel mixer board </li></ul></ul><ul><ul><li>Live/-1/+1 </li></ul></ul>
  37. 38. E VENT P RODUCTION <ul><li>Light Equipment & Management </li></ul><ul><ul><li>Pars </li></ul></ul><ul><ul><li>Intelligent lighting- moving heads-spots & washes/scanners /color labs/changers </li></ul></ul><ul><ul><li>Follow spots </li></ul></ul><ul><ul><li>Architectural lighting -city lights/washes </li></ul></ul><ul><ul><li>Sky-trackers </li></ul></ul><ul><ul><li>Theatrical lighting - pin spots </li></ul></ul><ul><ul><li>General lighting – halogens </li></ul></ul><ul><ul><li>Lighting boards for programming </li></ul></ul><ul><ul><li>Trusses and winch stands </li></ul></ul>
  38. 39. E VENT P RODUCTION <ul><li>Audio-visual Equipment & Management </li></ul><ul><ul><li>LCD - primarily for computers </li></ul></ul><ul><ul><li>750 ANSI lumens-6000 ANSI lumens </li></ul></ul><ul><ul><li>Formats: 3:4;2:3;Cinemascope </li></ul></ul><ul><ul><li>Video screens-front/back projection/ motorised </li></ul></ul><ul><ul><li>Playback-Beta/ Digibeta/VHS/ Super VHS/DV </li></ul></ul><ul><ul><li>Live/Playback/Record </li></ul></ul><ul><ul><li>Live/Deferred telecast/OB vans </li></ul></ul><ul><ul><li>Mixers/monitors/switchers/connectors </li></ul></ul><ul><ul><li>Cable length - lower resolution </li></ul></ul>
  39. 40. E VENT P RODUCTION <ul><li>Power Management </li></ul><ul><ul><li>Genset operation </li></ul></ul><ul><ul><li>24-hour manning </li></ul></ul><ul><ul><li>Always separate gensets for sound and light </li></ul></ul><ul><ul><li>Separate gensets for stage and general lighting </li></ul></ul><ul><ul><li>Audio and video on same genset </li></ul></ul><ul><ul><li>Video cable always separate from audio and power cable </li></ul></ul>
  40. 41. E VENT P RODUCTION <ul><li>Special Effect Technologies </li></ul><ul><ul><li>Lasers - wattage/color/yag </li></ul></ul><ul><ul><li>Animation/beam effects </li></ul></ul><ul><ul><li>Storyboard/text </li></ul></ul><ul><ul><li>Xenon-still/scrollers </li></ul></ul><ul><ul><li>Water-fountains </li></ul></ul><ul><ul><li>Water screens </li></ul></ul><ul><ul><li>Water curtains </li></ul></ul><ul><ul><li>Pyrotechnics - Cold/hot </li></ul></ul><ul><ul><li>Gerbs/flashes/fire-balls/aerial shells/niagra </li></ul></ul>
  41. 43. E VENT P RODUCTION <ul><li>Vendor Options & Management </li></ul><ul><ul><li>A rental business </li></ul></ul><ul><ul><li>Staging and infrastructure suppliers </li></ul></ul><ul><ul><li>Set makers </li></ul></ul><ul><ul><li>Branding suppliers/printers </li></ul></ul><ul><ul><li>Light& Sound professionals </li></ul></ul><ul><ul><li>AV equipment suppliers </li></ul></ul><ul><ul><li>Genset suppliers </li></ul></ul><ul><ul><li>Laser companies </li></ul></ul><ul><ul><li>Xenon system companies </li></ul></ul><ul><ul><li>Water effect professionals </li></ul></ul><ul><ul><li>Pyrotechnic professionals </li></ul></ul><ul><ul><li>Catering companies </li></ul></ul><ul><ul><li>Toilet suppliers </li></ul></ul>
  42. 44. E VENT P RODUCTION <ul><li>Artist Management </li></ul><ul><ul><li>Artist roster </li></ul></ul><ul><ul><li>Fees </li></ul></ul><ul><ul><li>Contact numbers </li></ul></ul><ul><li>Front-of-House Management </li></ul><ul><ul><li>Usher deployment </li></ul></ul><ul><ul><li>Gate management </li></ul></ul><ul><ul><li>Security deployment </li></ul></ul><ul><li>Backstage Management </li></ul><ul><ul><li>Green Rooms </li></ul></ul><ul><ul><li>Catering </li></ul></ul><ul><ul><li>Show Timeline </li></ul></ul><ul><li>Show Management </li></ul><ul><ul><li>Detailed Cue-sheet </li></ul></ul><ul><ul><li>Clear-com communication -show director/light/sound/video/SFX/left of stage/right of stage/console/generator </li></ul></ul>
  43. 45. E VENT P RODUCTION <ul><li>Budgeting </li></ul><ul><ul><li>In-depth knowledge of costs of each element </li></ul></ul><ul><ul><li>Basic stage - 2-1/2 ft high:Rs 30 per sq ft </li></ul></ul><ul><ul><li>4-6 ft high: Rs 50 per sq ft </li></ul></ul><ul><ul><li>72 dpi vinyl:Rs 50 per sft </li></ul></ul><ul><ul><li>300 dpi+:Rs 100 per sft </li></ul></ul><ul><ul><li>Barricading:Rs 10 rft </li></ul></ul><ul><ul><li>Cloth masking: Rs 10 rft </li></ul></ul><ul><ul><li>Lights-Pars:Rs 250 each </li></ul></ul><ul><ul><li>Scanners:Rs 5-7000 each </li></ul></ul><ul><ul><li>Video projectors:Rs 1500-Rs 50,000 </li></ul></ul>Rs. + =
  44. 46. E VENT P RODUCTION <ul><li>Legal & Taxation Aspects </li></ul><ul><ul><li>IPRS </li></ul></ul><ul><ul><li>Permissions-Police-Local/Traffic/Licensing </li></ul></ul><ul><ul><li>Permissions-Municipality </li></ul></ul><ul><ul><li>Permissions-Fire </li></ul></ul><ul><ul><li>State Tax Laws </li></ul></ul><ul><ul><li>Insurance & Risk Management </li></ul></ul>

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