The Event Concept
Samir Rajani
Samir.rajani@gmail.com
+91 9033 250 822
+91 9966 664 760
Pre-event
1. Proposal
2. Budget
3. Venue/ Site Selection and Design
4. Production Schedule
5. Speaker & Supplier Checklist...
1. Executive Summary

2. Contents Sheet
- Major section headings + details of any attachments
3. Introduction
- Your appro...
5. Meeting the Requirements
- Answering specific questions or requirements posed by the client
6. The Budget
- Basis of ca...
8. Planning/ Logistics
- Outline to show you can do it, NOT so much detail that the
client
can take the plan and do it the...
10.
11.

12.

Why Us?
- Your major selling point for this event
Conclusion
- A tidy summary of the major points which will...
Location, Location, Location

1 of the MOST IMPORTANT
THINGS to consider when
planning an event!!!
Guidelines for Selection
1.Availability
2.Size of the event
3.Layout and suitability
4.Stage, field of play or performance...
Other Things to consider when
look at Location
• 4 main criteria:
– Proximity
• Where the location of the event is in rela...
Little Things Have a Big Effect
• Make sure the event location matches the
event theme.
• Outline everything you have and ...
• So you’ve got your location down
so…what’s next…

KNOW YOUR
VENUE
Venue
• Make sure Staging, Audio, and Lightening is accessible at
your venue.
– Having no power is no fun

• Be weary of S...
Transportation and Parking
• The event begins and ends with parking
and transportation.
– Transportation
• Make sure you t...
THEME
• Things to consider
–
–
–
–
–
–
–

Time of year
Site
Name & Logos
Atmosphere
Lighting
Props
Party Favors
Invitations/Promotional
Materials
• Save the date cards
– Themed reminders about the event

• Make sure your invitation se...
#1 CARDINAL RULE

NEVER RUN OUT
OF FOOD
WARNING: This may cause a riot
• DECIDE IF THERE WILL BE FOOD AND
BEVERAGES AT YOUR EVENT.
Food And Beverages
• Most venues will work with you when it
comes to food in their venue.
• Make sure the food matches or ...
SO HOW MUCH IS
THIS GOING TO
COST YOU
Indentify Income
1.Ticket sales
2.Sponsorship
3.Merchandising
4.Advertising
5.In-kind

Indentify Expenditure
1.
Food & Bev...
Money
• Project a budget first
– Preliminary budget frame your event
vision

• NEVER MIX EVENT MONEY WITH YOUR
MONEY.
– If...
Things to consider
• Budget
– How much are you going to spend.

•
•
•
•
•

Kitchen space and location
Number of guest
Type...
Event Budget
• Things to consider when creating your
budget
– Expenses

• Focus of the Event
• Site Cost
• Refreshments/Fo...
Conduct a Site Inspection
Develop a checklist for Site Inspection:
1.Compatibility with event theme
2.Seating arrangement
...
Layout Diagram
Prepare a Layout diagram on:
1.Stage
2.Seating and table arrangement
3.Registration area
4.Equipment positi...
What/why is to happen
When will it happen
Where will it happen

Who is responsible
Whom to contact

Gantt Charts/ Producti...
Event review meetings
- to check progress against the schedule
Status reports
– to check progress against schedule
Check l...
Speaker Checklist
1.Send invitation
2.Get writing confirmation
3.Biodata and photograph
4.Slide presentation
5.Accommodati...
Supplier Checklist
1.List of suppliers

2.List of requirements from every supplier
3.List of their roles and date to set u...
Why should companies sponsor?
1.Gain access to target markets for promotional messages
2.Generate consumer awareness – use...
Before seeking sponsorship, we should
decide whether:
1.Your stakeholders (members, participants) are likely to approve
of...
Sponsorship Proposal
1.Overview of the event including mission/ goals, history,
location, current and past sponsors, progr...
Identifying Sponsors

1.Who has sponsored the event recently?
2.Research the sponsors of similar competitor events – who i...
Selling Sponsorships
1.Identify the decision maker in the company that you
are approaching
2.Try to obtain a personal inte...
Managing the relationship

1.Make sure that you keep in regular contact with your
sponsor – manage the relationship
2.Disc...
Check and compare
the menu

Food Tasting

Confirm the menu
Prepare the Guest List

Send Invitation

Confirm 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

Identify Risks

Analyse & Evaluate
the Risks

Identify Options

What can happen?

How can it happ...
Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience
Is a planning for a promotion

Positioning
Identify target market
How attendees regard a specific event or other
events of...
Marketing Strategy
Marketing
Strategy

Identify
Target
Market

Segmenting
Event
Markets

Set
Objective

Geographic:

Exhib...
1. Promotion
•

•
•
•

Direct/ electronic marketing e.g. direct mail,
electronic newsletters, web advertising, mobile
phon...
2. Place (Distribution)
•

Direct e.g. through phone, internet

•

Indirect e.g. distribution through
associations, banks,...
•Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative t...
Promotion

Advertising

Publicity

Sales Promotion

Direct Marketing

Personal Selling
See Appendix 8 _ Sample of Running Sheet
NOW THE MAIN EVENT

HELPFUL HINT: Show about one hour
before the first person or group is suppose
to be there just in caus...
Event Day
Day of the Event Checklist
o
o
o
o
o
o
o
o

Supplies Pick up
Venue Set-up
Prop pick-up
Furniture Placement/Removal (if nee...
Now That Your Event Is Over

WHAT NEXT???
Post Event


Evaluation


Shutdown and Reporting
CLEAN UP
• Clean up begins once the last dish is cleared.
• At this time, you want to re-announce prize winners
to come pi...
Closing the Event
• Make sure procedures for securing any
types of keys are made clear and
followed.
• The event manager s...
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
Event manager to know
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Event manager to know

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1. What are things Event Manger must know
2. How to design Events
3. Things to keep in mind during Organizing or managing events.

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Event manager to know

  1. 1. The Event Concept Samir Rajani Samir.rajani@gmail.com +91 9033 250 822 +91 9966 664 760
  2. 2. 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 Management 10. Marketing 11. Promotion
  3. 3. 1. Executive Summary 2. Contents Sheet - Major section headings + details of any attachments 3. Introduction - Your approach 4. The Concept - Description including broad outline timings for the actual show - Include floor/ site plan to assist understanding (detailed plans are in the Planning section or as attachments) - Include artist’s impressions if they add to understanding
  4. 4. 5. Meeting the Requirements - Answering specific questions or requirements posed by the client 6. The Budget - Basis of calculation - Income and expenditure - Cash Flow - Details of management fee structure and payment schedule (the fully detailed budget and cash flow could be an attachment) 7. Organizational Structure for the Event - Includes outline of major responsibilities - Your company profile, references if applicable, as attachment - Major contractor’s details may be required as well
  5. 5. 8. Planning/ Logistics - Outline to show you can do it, NOT so much detail that the client can take the plan and do it themselves. - Risk Management plan is usually required - Include other operational plans, such a Transport, ONLY IF THEY ARE DIRECTLY APPLICALE TO WINNING THE BID 9. Other Plans (Marketing, sponsorship etc) - ONLY include if they are part of the requirement, and then in strategic rather than detailed form
  6. 6. 10. 11. 12. Why Us? - Your major selling point for this event Conclusion - A tidy summary of the major points which will sell the proposal Attachments - Factual – Budget, floor plans, company profile, credentials - Supporting – Details of the location, tour options, etc
  7. 7. Location, Location, Location 1 of the MOST IMPORTANT THINGS to consider when planning an event!!!
  8. 8. Guidelines for Selection 1.Availability 2.Size of the event 3.Layout and suitability 4.Stage, field of play or performance area 5.Transport and parking 6.Proximity to accommodation 7.Services available e.g. F&B 8.Technical support e.g. PA system, projector 9.Cost
  9. 9. Other Things to consider when look at Location • 4 main criteria: – Proximity • Where the location of the event is in relation to its environment. – Cost • How much will the location cost $$$ (site cost included) – Size • How much room do you need per person? – Facilities • What else are we working with?
  10. 10. Little Things Have a Big Effect • Make sure the event location matches the event theme. • Outline everything you have and need before hand (Contracts) – Helps with organization • Indoor or Outdoor decision • Type of safety hazards – One way in one way out exits, etc. • Will there be signs available to identify your event
  11. 11. • So you’ve got your location down so…what’s next… KNOW YOUR VENUE
  12. 12. Venue • Make sure Staging, Audio, and Lightening is accessible at your venue. – Having no power is no fun • Be weary of Space and Time guidelines in the contract. • Keep in mind the feeling you want to convey in relation to your venue. • Know the smallest details – – – – Carpeted or Not Number of Columns in the room Possible isle paths for entrance and exits Event Design Angles
  13. 13. Transportation and Parking • The event begins and ends with parking and transportation. – Transportation • Make sure you take care of any special vehicles needed to transport participants. – Parking • • • • • Get parking passes IN ADVANCE (if needed) Is there going to VIP parking Is the parking area will lit Will media have special parking Will sectional parking be avaliable.
  14. 14. THEME • Things to consider – – – – – – – Time of year Site Name & Logos Atmosphere Lighting Props Party Favors
  15. 15. Invitations/Promotional Materials • Save the date cards – Themed reminders about the event • Make sure your invitation set the mode for the event – It’s the first time your audience see’s or hears about your event • Determine whether the event be – Invite only – General Admission
  16. 16. #1 CARDINAL RULE NEVER RUN OUT OF FOOD WARNING: This may cause a riot
  17. 17. • DECIDE IF THERE WILL BE FOOD AND BEVERAGES AT YOUR EVENT.
  18. 18. Food And Beverages • Most venues will work with you when it comes to food in their venue. • Make sure the food matches or adds to your event. • If alcohol is being served make guidelines to ensure order. • Make sure you are there for every step of the food and beverage process.
  19. 19. SO HOW MUCH IS THIS GOING TO COST YOU
  20. 20. Indentify Income 1.Ticket sales 2.Sponsorship 3.Merchandising 4.Advertising 5.In-kind Indentify Expenditure 1. Food & Beverage 2. Administration 3. Wages & salaries 4. Venue 5. Lighting, sound & visual 6. Staging 7. Graphic design 8. Printing 9. Decoration 10. Entertainment 11. Marketing & Promotion 12. Travel 13. Accommodation 14. Contingency 
  21. 21. Money • Project a budget first – Preliminary budget frame your event vision • NEVER MIX EVENT MONEY WITH YOUR MONEY. – If you don’t have the money make it work with what you have.
  22. 22. Things to consider • Budget – How much are you going to spend. • • • • • Kitchen space and location Number of guest Type of Event Will there be Appetizer/Courses served How will your food be served – Self-service – Catering help
  23. 23. Event Budget • Things to consider when creating your budget – Expenses • Focus of the Event • Site Cost • Refreshments/Food • Programs • Promotion materials – Income • Pre-sold/Day of tickets • Vendor spaces • Raffle tickets etc.
  24. 24. Conduct a Site Inspection Develop a checklist for Site Inspection: 1.Compatibility with event theme 2.Seating arrangement 3.Sight obstruction e.g. pillars 4.Storage areas 5.Entrances & exits including freight access 6.Stage area 7.Equipment available on site 8.Safety and security 9.Access time 10.Power See Appendix 2 _ Site Inspection Checklist
  25. 25. Layout Diagram Prepare a Layout diagram on: 1.Stage 2.Seating and table arrangement 3.Registration area 4.Equipment positions e.g. lighting, projectors 5.Decoration layout 6.F & B station 7.Signs 8.Entry and exit including staff position See Appendix 3 _ Layout Diagram
  26. 26. What/why is to happen When will it happen Where will it happen Who is responsible Whom to contact Gantt Charts/ Production Schedule See Appendix 4 _ Sample of Gantt Chart See Appendix 5 _ Sample of Production Schedule
  27. 27. Event review meetings - to check progress against the schedule Status reports – to check progress against schedule Check lists Direct observation
  28. 28. Speaker Checklist 1.Send invitation 2.Get writing confirmation 3.Biodata and photograph 4.Slide presentation 5.Accommodation & Transportation Arrangement
  29. 29. Supplier Checklist 1.List of suppliers 2.List of requirements from every supplier 3.List of their roles and date to set up 4.i.e audio and visual – projector, notebook, PA system, microphone, cable 5.i.e photography – how many photographer you need, location of the photographer See Appendix 6 _ Sample of Supplier Checklist
  30. 30. Why should companies sponsor? 1.Gain access to target markets for promotional messages 2.Generate consumer awareness – used to introduce or build a brand 3.Positioning/repositioning of the existing service/ product 4.Exclusivity – to lock out their competitors 5.Demonstrate product attributes
  31. 31. Before seeking sponsorship, we should decide whether: 1.Your stakeholders (members, participants) are likely to approve of commercial sponsorship 2.Your event has rights/ benefits of value to a potential sponsor, e.g. access to target markets 3.You have the human resources to sell and service sponsors, e.g. a good sales person 4.There are businesses/ organizations that you would be advised not to seek sponsorship from
  32. 32. Sponsorship Proposal 1.Overview of the event including mission/ goals, history, location, current and past sponsors, program duration, staff, past or anticipated level and predicted attendee profile 2.Sponsorship package on offer and its cost. This might range from naming rights or sole sponsorship to designated sponsorship categories 3.Strategic fit between the event and the needs of the organization 4.Duration of agreement, e.g. agreement for one year, optional for 3 years renewal 5.Contact details
  33. 33. Identifying Sponsors 1.Who has sponsored the event recently? 2.Research the sponsors of similar competitor events – who is in the market? 3.Examine what particular companies or products have a fit with your event
  34. 34. Selling Sponsorships 1.Identify the decision maker in the company that you are approaching 2.Try to obtain a personal interview to discuss the sponsorship 3.Sell opportunities (access to target market, capacity to meet with specific VIP’s) 4.Provide a benefit package (competitively priced) that will meet some of their marketing needs 5.Be creative in the form that your sponsorship proposal takes 6.Interact with potential sponsors in a professional way
  35. 35. Managing the relationship 1.Make sure that you keep in regular contact with your sponsor – manage the relationship 2.Discuss and agree with your sponsor on clear objectives and agreement 3.Reports achievements as part of negotiating for renewal of the sponsorship
  36. 36. Check and compare the menu Food Tasting Confirm the menu
  37. 37. Prepare the Guest List Send Invitation Confirm the attendance See Appendix 7 _ Sample of Guest Checklist
  38. 38.  Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
  39. 39. Risk Management Process Identify Risks Analyse & Evaluate the Risks Identify Options What can happen? How can it happen? Create an action plan Treat the Risks
  40. 40. Event Marketing is a matching process in which the event producer seeks to understand and meet the needs of their audience
  41. 41. Is a planning for a promotion Positioning Identify target market How attendees regard a specific event or other events of a similar nature
  42. 42. Marketing Strategy Marketing Strategy Identify Target Market Segmenting Event Markets Set Objective Geographic: Exhibitors Participants No. of Participants Gross & Net Profit Local Regional international Demographic: Age Sex income Socio-economic: Education  occupation Other: Topic Price
  43. 43. 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
  44. 44. 2. Place (Distribution) • Direct e.g. through phone, internet • Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc
  45. 45. •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
  46. 46. Promotion Advertising Publicity Sales Promotion Direct Marketing Personal Selling
  47. 47. See Appendix 8 _ Sample of Running Sheet
  48. 48. NOW THE MAIN EVENT HELPFUL HINT: Show about one hour before the first person or group is suppose to be there just in cause
  49. 49. Event Day
  50. 50. Day of the Event Checklist o o o o o o o o Supplies Pick up Venue Set-up Prop pick-up Furniture Placement/Removal (if needed) Food Delivery (if needed) Place any outside and/or outside Promotional Materials Copies of any contracts or written correspondence Be prepared to handle any last minute adjustments o Back up plans, surplus items, etc.
  51. 51. Now That Your Event Is Over WHAT NEXT???
  52. 52. Post Event  Evaluation  Shutdown and Reporting
  53. 53. CLEAN UP • Clean up begins once the last dish is cleared. • At this time, you want to re-announce prize winners to come pick up their prizes. • Also announce the ending of the meal. • Make sure to check every inch of the venue and location while cleaning • Generally you want your venue and location to look like it did when you first arrived. (at least) • Make sure all trash is taken to the negotiated areas
  54. 54. Closing the Event • Make sure procedures for securing any types of keys are made clear and followed. • The event manager should be the last one to leave.

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