Vladimir Bozovic i Bojan Radojevic - EventPresentation Transcript
Trainer : Vladimir Bozovi ć E vent EVENT is short term or long term project, individual or in the group, based on the clearly defined goals and target audiences, and organized with a purpose to attract attention and gain affection for certain product, service or an idea.
Promotional (zastava 10)
Cultural – entertainment (kragujevac-forever)
Sport ( match )
Protocolar (film premiere)
Private/Personal ( birthday - wedding )
Special ( c arneval )
Humanitarian ( c oncert, sport ing event …)
One of the most efficient means in the communication with target audiences
Event is the only communication means that gives us opportunity to create an experience for all senses of the audience and thus create a complete impression.
What do we intend to achieve through the event ?
What kind of news (awareness) will the event create ?
What is especially emphasized by the event?
TO ATTRACT ATTENTION AND CREATE AFFECTION OF THE AUDIENCE
The goal of the organizers or those who order the event is to create the most interesting, the most creative and the most unusual events which will stay in everybody’s memory.
To increase the sales of the product and services to the beneficiaries
Differentiation in relation to the competition
To increase interest and demand for products and services
To make the distribution channels shorter for the product
To raise funds ( non profit organiza tions )
To win over interest, support and affection for our ideas
To shape wanted image
To strengthen the reputation
To improve the friendly relations with potential beneficiaries
To e du cate the potential beneficiaries
To increase publicit y
Audience present at the event
Family, friends, business associates
Analysis and planning
Announcement and preparation
Post event activities
S (specific) - specifi c ch ara c teristi cs qu alitativ ely and qu antitativ ely defined
M (mesurable) - mesurable by criteria defined in advance
A (attained) – it is possible to implement them in the event timeframe
R (relevant) – relevant for the target audience or organization
T (timeframe) - it is possible to implement them in the realistic timeframe
Has any of the competition organized an event any time recently?
What did the last competition’s event look like and what did it achieve?
What has especially attracted the public attention lately?
Research of the habits and expectations of the consumers
Reasearch and preparation of the communication tools which we use in in product promotion – will that be only a promotional event or other marketing tools are needed as well?
We research and select a team of people who work on the projct implementation
You have an idea – that is the right start!
The most difficult part -
TO CONVINCE THE CLIENT
ENTERTAINMENT EXCITEMENT ENTERPRISE Idea (not budget) is the one to help us achieve all 3 E elements! RED THREAD is the basic idea , project message which should be recognized through the entire project! ONE RED THREAD ACHIEVES ALL 3E
( before, during and after the event ) s trategy
Good plan = good result
Mailing list of the associates
To involve media attractive persons
List of journalists
Narrative and visual report (video, photo, press-cut) for the journalists and for the client
List of associates - contact s
Writing / reading (creative) brief
D efining items necessary for successful projct implementation (space, set design, technical - audio, video, lights, catering, etc.)
The way we advertise our event (invitations, media announcements, posters, etc.)
Contents and program of the event (speakers, MCs, entertainers, …)
Crisis and sudden situations and their avoiding/fixing
Preparation of the possible alternative solutions (space, speakers, technical part...)
B udget and financial plan of the project
WHAT ARE THE FACTORS OF THE SUCCESS
Komuni c a t i on
WRITE IN CAPITAL LETTERS
The event does not start on Sunday, May 4, at 8 p.m., at the Šumadija Fair .
The event does not start when guests register with the hostess.
The event does not start when all the guests are comfortably seated .
The event does not start when the MC welcomes the audience .
The event starts with
C ri ses situa t i on
Laws and regulations related to event organization
Crises situation within the team - alternative solutions
The change of speakers, location, technical problems, etc.
Special needs of the guests
TO EMPHASISE tasks and responsibilites to the participants
If the crisis situation happens, the most important is to stay calm and reasonable within the team
Finally, it is important to ensure sufficient number of security guards and make sure they do their job , that is “control the situation”
Everything according to law
Regualtions on events (gatherings) at public places
The law on intelectual property rights – SOKOJ
The laws which regulate safety and responsibility of the organizer in the case of incidents and accidents
The most reliable – HOTEL
The most demanding – OUT IN THE OPEN
What the manager should be like?
To quickly react to the change of the circumstances
To make the optimal decisions
To communicate his decisions to everyone in a timely manner
To plan the alternative possibilities
To differentiate the relevant from irrelevant
To know how to delegate tasks
To lead and motivate the members of the project group – to be a true l ae der
To be very EXPERINCED !!!
The day after
Thank you cards to the guests and project associates
Assessment, evaluation of the event success through the analysis of the results
Processing and preparation of the video and photo (documentation) material, press cut materials
Paying off the suppliers and associates
Final report (financial and written, presentational)
NOTES – EXPERIENCE
Spon s ors hips
“ SPONSORSHIP is business relation between the one who has the financial means, resources or services and the one – individual, event or organization whose offer in the form of the “ counter-service ” can be used for commercial progress.”
Strengthening (consumer) awareness
Strengthening and building an image
Media and public spotlight
Expression and confirmation of corporative solidarity
Possibility of direct influence on a smaller group of consumers
Possibility for (exclusive) presentation of the product
Differentiation in relation to the competition
B2B relation – possibilities for the new business meetings and arrangements
Possibility for direct sales of the product
Why spon s or your proje c t ?
The size of the project
Duration of the project
Similarity or compatibility with goals and plans of the company or a brand
Uniqueness and exclusivity in relation to the competitor companies or brands
Significance of the project for the local community
Is the event new, does it happen for the first time or it already exists from before
M edia spotlight
L ogo or company name/brand on the clothes, equipment...
Right to use the data base
Advertisement or product/service presentation in the event space (video, stand, sampling...)
Logo or company name/brand on all printed materials
E xc lu s iv e right to TV tights for the event or event license
Other forms of promotion which event organizer facilitated : Participation at the press conference , scheduling inter views on behalf of the sponsors, etc.
RESEARCH = SPON SOR
through possible media and public presence of the event
through the public interest for certain event
through the quality and size of the program
through the places where the program will happen
through the success of the previous similar projects of the same organization
through the interest of the competition or similra brands for the same or similar event etc.
N ever forget
Partner – associates check
Contract – crisis plan
Unfortunately , it can happen …
Failure, that is cancallation of the event
Problem with suppliers (badly done jobs or cancallation of the good suppliers)
Loss of the future rights to event (in case of signing a long term contract)
Parts of sponsorship contract have not been clearly defined and honored, guerilla marketing of other company...
But, n ot to you, because you were careful!
Thanks for your attention and go bravely into event organization !!!!
Trainers: Vladimir Božović i Bojan Radojević MESSAGE CREATION
TARGET GROUPS What are terget groups Identifiction of the target group Working with target groups
Changing the attitudes and behaviour
What is it that I would like public to do?
What information does it need to do so?
What kind of information does the public expect?
Why does it want?
Frequency of providing information
Repeating your message
Creativity in relaying your message
‘ Coca-cola’ approach
of the target group
Defining the message
To determine three most important messages of your organization which will be understandable and believable by audiences
Answer the following question with seven words or less:
What does the budget of city of Kragujevac mean?
____ ____ ____ ____ ____ ____ ____
Personal aspect – what does it mean to me
General society aspect – what does it mean for the entire community
Economy aspect – how does it affect economic development
- Statistics and data
- Personal experience
CONTROLLING THE INTERVIEW
Taking the initiative – from passive to active
Every question – opportunity to send the message
Journalist is under impression that you are answering
Technique for answering unpleasant questions
Do not bluff
Never say ‘no comment’
If you do not know the answer, say ‘I do not know’
Never lie! NEVER!
MEDI A APPEARANCE
DECISION AND SUCCESS
AGREEMENT AND MEETING
APPEARANCE – CLOTHES
BODY LANGUAGE - ATTITUDE - GESTI C ULA T I ON - SMILE
BRIDGING TE C HNI QUE
EVALUA T I ON
10 MOST IMPORTANT RULES
FOR Big ratings Pre s ent i n g of “ our ” truth Free advertisement N ew medi a c onta c t AGAINST Exercise Avoid unpleasant experience You do not want to reveal business secrets I am not for TV Journalist is dangerous
Never accept the invitation right away
When you pick up the phone, “ps ych olo g i cal war ” starts that you must win
Everything is important and ask all the questions
Show , subject , journalists , other guests , studio
Why me ???
Never more than three messages
Clear , picturesque – straight to the head
It is better to say one message more times ...
Regardless of the question, you talk about your messages
Go to the messages right away
Ane c dote s and comparisions
K ey stage
Gather as many information as possible
You do not go to TV to defend yourself !
( what to say how to say it )
What are the most unpleasant questions
Fresh and in shape
STYLING OF THE PUBLIC (MEDIA) APPEARANCE
M en :
Avoid black or dark suit because they look too dark on the screen
Avoid checkered suits because they “ dance ” on the screen
Pick a light blue or gray shirt
White shirt may “ shine ” under the strong light
Avoid ties with glittering colors ; stripes with strong contrast in relation to the background ; squares and dots
Maroon tie looks best on the screen
Several good suits with a number of blouses and scarves solves every TV appearance
Gray suit can nicely frame your face
Avoid : naked arms , light stockings ,
silk blouses ( all blouses that make sounds !), too high and unstable heels
No stripes , dots and squares which “ dance ” on the background
N o flower designs ( if you still want it, that make sure it is a small design )
C amera loves red lipstick – but never if you have red hair
APPEARANCE - JEWELRY
Jewelry must not shine and glitter, it is desirable to be dim
Earrings must not be bigger than person’s eyes
Without large number of bracelets, because they rattle
Big bro oches also unnecessary divert the attention
Avoid lots of jewelry
Look at the mirror through semi closed eyes and if some part of jewelry distracts you – REMOVE IT !
APPEARANCE – MAKE UP
M en :
Use the powder that is little darker from your
You are not homose x ual – you are just fighting
APPEARANCE – MAKE UP
Emphasize your natural beauty with the make up and point out the good sides
Rouge under the cheekbones , and not on them
Make the chin line stronger by putting the darker counture – exactly under the chin . This especially useful advice for overweight persons, or those with round face
For foundation use the liquid or stick powder little darker than the natural tan color
Corrector on circles under eyes little bit lighter than powder which is used for foundation
Avoid glittering lipstick , dark and strong eyebrow crayons
APPEARANCE - HAIR
Hair should be tidy
Well-groomed beard can have good effect
Moustaches should be groomed so that upper lip can be seen
N ever comb your hair over the parts of the head without hair !
If you are bald zou MUST use powder
Hair due should be nicely shaped
Hair longer than shoulders draws attention from the face
Never have tufts !
Natural appearance is the best
If you have never worked with your voice – your first TV show is the right and and last moment to do so !
Talk clearly and slowly pronouncing every word
Do not let anybody make you upset – always be calm
Do not swallow words and syllables
Breathe easily and do not speak too long or you wil get breathless
Do not press your jaws
Do not talk through the teeth
Loudness of your voice depends on the position of the microphone
Pr ior to start, try to speak with your natural voice because the volume is adjusted according to your voice
Table mi c ro ph on e should be 15 cm away from the mouth
Microphone should be attached 15-20 cm from the chin,
unless you speak very quietly
Do not lean towards mi c ro poh on e
BODY LANGUAGE - ATTITUDE Attitude gives you away ! Straighten your back and shoulders ! Do not lean !
BODY LANGUAGE - GESTI C ULA T I ON
Arm movements should be under the chest ,
so that you n ever cover the face which is the main instrument
N ever play with ring or watch , pen
or pap ers in front of you
Do not kick anything with your foot under the desk , never swing your legs
N ever scratch, snap your fingers or make any sounds with your nails
Smile must be NATURAL , HONEST
Any artificial movements seem , at least , ridiculous
Best tool for getting out of unpleasant situations
Always do couple of jaw streching exercises before the show
BRIDGING TE C HNI QUE
Bridging is used when you get a question you do not want to or cannot answer :
THANK YOU FOR ASKING THAT QUESTION ,
BUT IN ORDER TO EXPLAIN THAT I MUST GO BACK TO...
or FIRST I MUST SAY...
go back to the message !
REPEAT THREE TIMES THE MESSAGE WHICH YOU CAME TO SAY ! NEVER FORGET WHAY YOU ARE THERE !
HOW TO WIN OVER THE AUDIENCE
HE/SHE ATTRACTS ATTENTION
HE IS NICE
HE CAN BE TRUSTED
EVALUA T I ON
Time and quality
10 most important rules
1. PREPARATION AND EXERCISE guarantees SUCCESS – Learn as much as possible about interview itself , g ue st s , deadlines and think of possible subjects and questions
2. Pr epare KE Y MESSAGES which you want to say in the interview , support them with examples and i l lustra t i ons
3. PREPARE ANSWERS to the questions that you are afraid of
4. Go straight to the PO I NT – in the first or second answer if possible
5. Do not let be INTERRUPTED easily
6. Do not be DEF FE N S IV E
7. Be SELF-CONFIDENT and CALM , but agil e
8. Find out what will be the FIRST QUESTION
9. Use BRIDGING te c hni que
10. USE ALL THE POSSIBILITIES which interview gives you
WHAT WILL WE LEARN TODAY?
WHAT DO ACTUALLY JOURNALISTS WANT?
THEY WANT TO BE INFORMED WITH ALL THAT HAPPENS AROUND US, IN OUR COMPANY, AGENCY, ORGANIZATION, PARTY, INSTITUTION
WHAT IS INFORMATION, WHAT IS INFORMATION FOR MEDIA?
Information is a notice that something happened
Press release has information given by the
company about an event of public interest which are
placed in targeted media and to selected journalists
Make an effort to create good news
MAIN FEATURE OF THE NEWS IS THAT IS NEW!
IS EVERY INFORMATION NEWS FOR MEDIA?
Every notice about some event is basically an
information, but every information is not news for
Journalists are always interested in news, but not
any kind of news
Make sure that what you want to tell media is
attractive, interesting and to have contents
NEWS AND INFORMATION
IT IS NOT A NEWS THAT A DOG BIT A MAN, BUT THE NEWS IS THAT A MAN BIT A DOG!
Is in the first paragraph of the press release
Should be written so that it can stand on its own as a
Answers the questions : Who ? What ? When ? Where ?
LET’S LEARN TO WRITE THE NEWS
Make the news of the given words:
WINNER OF PULITZER PRIZE
When you write the news make sure you write it as the winner
of this prestigous world prize:
“ John Berington, black man, employed in the bar
“ Three aces” tried to check the contents of the
fuel tank in his automobile with the lit match last
night. He was 37, he had a wife and three
Is written about some event of public interest, which by the PR
expert assessment deserves to attract attention of media
and other external public
The goal is to write the quality information for media about our
The story must be interesting to the readers, listeners, viewers,
therefore it must be new (events must not be old or familiar),
unusual (it must not leave the receiver indifferent) and
interesting (it should attract attention)
ABOVE HEADLINE, HEADLINE AND UNDER HEADLINE
ANSWER THE QUESTIONS
MEDIA EVENTS AND MEETINGS WITH JOURNALISTS
The most important event for the company,
Types of meetings: press conference, coctails, open door day, briefings, seminars, conferences, expert and study tours, journalist reception, working breakfast, gala dinner, trips...
BEFORE YOU START TO BOTHER THE JOURNALISTS...
Da o we have the news?
Do we have an interesting story?
Is the event and occasion relevant for media or just for our company/organization?
IS IT REALLY NECESSARY TO ORGANIZE
REASONS FOR THE PRESS CONFERENCE:
Especially significant event –
Providing information on important events such as:
presentations of significant products,
publicising the financial results,
signing of an important contract,
opening of the new factory, school, new prices,
merging of several companies...
A C TIV I TI ES BEFORE C ONFERENCE
S cenari o , synopsis, journalist list , check list
B riefing of the speakers , c ri ses questions
Arrangement of the space (brending, technical support)
P ress kit
Press realease writing
A C TIV I TI ES DURING C ONFERENCE
Conference mediation - mediator
What to take care
Tasks of the m e d iator
F ormal and in formal part
Name plaques and ID cards
A C TIV I TI ES AFTER THE C ONFERENCE
A nal ysis of the c onference: attendees , basic messages
Space analysis (catering, plaques , logo , banners , material s , lighting )