Event Management

1. Key Elements of events

2. Event Infrastructure
• Those things without which there cannot be any
event
• Core Concept
• It differentiates one event from another, Can be
compared to the root of a tree which gives food
to the entire tree
• Core People
• These people perform the key act in the event
and try to make the audience mind favorable
towards the clients product, The personality of
core people should match with the brand
personality

3. Event Infrastructure
• Core Talent
• The talent, knowledge or expertise in the core
people
• This differentiates one event from the other in
the same category e.g. classical vs. pop music,
cricket vs. football
• Core Structure
• The organisational structure responsible for
managing the event category, e.g. In competitive
sports category BCCI and ICC for cricket events,
Cause based events do not have a formal
structure as they happen only once

4. Target Audience
• This is the customer group to which an event is
targeted
• Demographic Profile, Number of the target
audience determine the image and the budget of
the event
• The target group helps the event organiser to
look for co-sponsors who would be interested
• Target audience changed Rang Barse (Traditional)
to Holi Gyrations (Fun)
• Number of target audience determines the venue
size and the financial costing

5. Clients
• Sponsors, They do full or part funding of the
event, They use events to create the right
position for themselves in the minds of the
target audience
• Some clients are fully aware about events
while some need to be educated about the
effectiveness of events
• Clients also get fully involved so that the event
is a success

6. Clients
• Clients need to do the following
• Decide Objectives
• Failure to set sound objectives at the beginning
should not be there
• Analyse whether the event actually adds value to
their firm
• Negotiate with event organizers
• The clients should examine the various details and
arrangements regarding the event. They can try to
build a relationship with the event organizers,
Clients can provide support to the organizers

7. Clients
• Decide the interaction points and banners
• Whether at the entrance, corner, island site
• Banners should be visible and readable
• Prepare their own staff for the event
• Proper training should be provided
• Selling in the field is different than interacting
with the customer on a stall
• They should be provided with product samples

8. Clients
• Carry a follow up of the event
• Analyse whether the objectives of the event
were achieved and try to improve in the future

9. Event Organizers
• They can be a part of advertising agency/media
house or a professional company or a team
within the company given the responsibility of
organizing an event
• All events require teams which have to be fully
involved in the conduct of the events
• Need for Event Organizers
• Events require lot of running around on the day
and client employees may not be able to do it

10. Event Organizers
• Permissions need to be taken from govt.
agencies which need patience and hard work
• Clients might not be able to invest so much
time due to their own pressing needs
• Clients do not have experience or expertise to
conduct the events
• Strategy to be followed by event managers
• Decide the clients on whom to focus

11. Event Organizers
• Focus on selected event categories so as to
become expert in these (sports, concerts,
weddings, exhibitions, fashion shows etc.)
• They should focus on the artist, the
sportsperson or the performer around whom
the event revolves by building long term
relation
• The event organizers should research the
target audience profile. This will help them fix
the right price, They should also gather
information on brands

12. Venue
• It should have the required capacity and should
be available at the time to conduct the event
• Separate dedicated venues are there for games
like cricket, football and hockey
• Sports generate maximum money in sponsorships
and ticket sales, Basketball matches have capacity
crowds in USA
• Sometimes music concerts are arranged in sport
stadium, Sound systems need to be proper, They
have to ensure that the ground is not damaged,
There are pains in organizing events in venues
meant for a different event category

13. Venue
• Availability of the venue should be there in
the duration of the event, Time for pre and
post event activities should also be
considered, Time for erecting and dismantling
the infrastructure
• Capacity is also critical
• Rates for using the venue affect the costing,
Rates vary with the season, In off-season the
venues offer attractive discounts, Peak season
the venue allotted on first come or highest bid
basis

14. Venue
• Two types of venues – In house/External,
Indoor/Outdoor, Indoor venues should be air
conditioned,
• Total and actual areas should be calculated,
Maximum seating capacity should be worked
out, Cool drinking water, fan, lighting,
cleanliness, should be confirmed, Caterers and
decorators have monopoly in the venues and
charge higher rates
• Power failures, changes in weather

15. Venue
• Performance area should be visible to all the
audience
• Venue owners put certain restrictions
• Payments for the venue are negotiated
• In House Venue
• Within the premises or the properties of the
client
• No payment/minimum payment required
• Large companies have conference halls or
open spaces, Clubs

16. Venue
• External Venue
• Neither the client nor the event organizer is the
owner
• These are open to the public and anyone can rent
them
• Hotels (Halls and Rooms), Stadia
• Most events are held in external venues
• In some events the venues become the client for
the event organizers like Essel World (Valentine’s
day, Holi), Ticket buyer becomes a customer for
both venue management and event organizer

17. Venue
• A change in venue might cause problems and
may result in a poor quality event
• There should be a mutual understanding
between the event organizers and the venue
management team

18. Media
• Events use media to communicate venue,
date, time, entrance fees
• Media is used to create interest in the target
audience so that they attend the event
• Media helps to increase the reach and to
make the event more impactful
Stages of media campaign
Pre event, during the event and post event

19. Media
Stages of media campaign
• Pre event is mainly advertising, press release
and conferences and aims at informing the
audience
• During the event live coverage is possible on
radio, TV and the internet, People are able to
attend remotely, Instant feedback during
conduct of the event
• Post event tries to report the success of the
event, Press Conferences, interviews and
participation in talk shows by the core talent

20. Media
Benefits to the media
• The telecast of the Lata Mangeshkar concert
in 1997 generated huge TRP for Sony
Entertainment Television making it compete
directly with Zee TV.
• The media people and the event organizers
have to bring innovation in events to attract a
huge audience

21. Media
Negotiating with media owner
• While deciding the media the event organizer
should be clear about the reach that they
want to achieve, the frequency of publicity
and the target audience
• Paid publicity, In case the media drives no self
mileage through the event then the event
organizers have to get media time slots based
on prevalent rates, During certain times there
are special offers at discount rates

22. Media
Negotiating with media owner
• Media company as sponsor, When they get some
benefit out of the event, Mutually beneficial
• Barter deal – The media company becomes the official
sponsor and in return they do coverage with desired
frequency of the promotional material, No money
involved
• The cost decreases and profitability increases for the
event organizers, Barter deals are normally for only a
specific event, Sometimes long term barter agreements
are also possible