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STRATEGIC AND IMPACTFUL
EVENTS MANAGEMENT
CHARLES COTTER
16 JULY 2014
HOLIDAY INN SANDTON, RIVONIA ROAD
PRESENTATION OVERVIEW
• INTRODUCTION
• DEFINING THE FUNDAMENTAL CONCEPTS
• DIAGNOSIS AND EVALUATION OF CURRENT EVENTS MANA...
INTRODUCTION
Event management is considered to be one of the most
effective marketing communication tools that an
organiza...
DEFINING THE FUNDAMENTAL
CONCEPTS
• Events Planning
• Events Management
• Project Management
DEFINING EVENTS PLANNING AND
MANAGEMENT
• Event planning is the process of planning a festival, ceremony,
competition, par...
DEFINING PROJECT MANAGEMENT
• Project management is the application of knowledge,
skills, tools and techniques to a broad ...
PROJECT MANAGEMENT ETERNAL
TRIANGLE
10 BEST PRACTICE EVENTS MANAGEMENT
GUIDELINES/CRITERIA
• #1 Prior to the event marketing, a proper business case (based on...
10 BEST PRACTICE EVENTS MANAGEMENT
GUIDELINES/CRITERIA
• #6 Implementation of preventative and concurrent (during-event)
l...
ILLUSTRATION: EVENTS
MANAGEMENT PROCESS/CYCLE
EVENTS MANAGEMENT
PROCESS/CYCLE
• Phase 1: Conceptualization (and Market
Research)
• Phase 2: Strategic Planning (and Mark...
PHASE 1: CONCEPTUALIZATION
• Conducting Market Research
• Building a business case for the event
• Writing an Event Propos...
CONDUCTING STRATEGIC MARKET
RESEARCH
• The first step of this process is to identify a
prospective event, based on an oppo...
STAKEHOLDER ANALYSIS AND
MANAGEMENT
PESTEL ANALYSIS
BUILDING A BUSINESS CASE FOR THE
EVENT
• Cost-benefit Analysis
 Viability
 Feasibility
• Triple –P Sustainable events ma...
COST-BENEFIT ANALYSIS
SUSTAINABILITY (TRIPLE BOTTOM
LINE)
WRITING AN EVENT PROPOSAL -
PROCESS
WRITING AN EVENT PROPOSAL -
CONTENT
• Description of the Event
• Experience of the Event Bidder
• Venue and facilities off...
PITCHING THE EVENT PROPOSAL
• Persuasive, compelling and captivating sales
pitch
• Focus on differentiation
• Tenders
• Co...
LEARNING ACTIVITY
• Complete Learning Activity 1 (page 20)
• Syndicate group discussion
• Present a summary of key discuss...
PHASE 2: STRATEGIC PLANNING
• Formulating an Event Strategy (Plan)
• Compiling a Financial Plan (Budget)
• Developing an I...
FORMULATING AN EVENT STRATEGY
(PLAN)
FORMULATING AN EVENT STRATEGY
(PLANNING QUESTIONS)
• Define the purpose (why?)
• Identify your Objective or Goal (what?)
•...
PLAN THE EVENT EXPERIENCE
• Type of experience
• Selecting speakers, presenters and
entertainment
• Presentation and produ...
COMPILING A FINANCIAL PLAN
(BUDGET)
• Booking the venue
• Guest speakers
• Catering
• Furniture/material rentals
• Logisti...
INTEGRATED MARKETING
COMMUNICATION (IMC)
INTEGRATED MARKETING
COMMUNICATION (IMC)
• Event marketing
• Public relations
• Communication management
• Promotion
• Soc...
LEARNING ACTIVITY
• Complete Learning Activity 2 (pages 32-33)
• Syndicate group discussion
• Present a summary of key dis...
PHASE 3: EVENT IMPLEMENTATION
• Event Administration
• Event Risk Management
• Event Logistics and Operations Management
EVENT ADMINISTRATION
• Effective and comprehensive administration systems
e.g. financial, procedural, operational, contrac...
ILLUSTRATION: EVENT RISK
MANAGEMENT PROCESS
EVENT RISK MANAGEMENT PROCESS
• Step 1: Risk Identification
• Step 2: Risk Analysis
• Step 3: Risk Prioritization
• Step 4...
RISK MATRIX
RISK RESPONSE STRATEGIES
Logistics means organizing people, products and processes in a timely way to
ensure that an event runs smoothly, according...
ILLUSTRATION: EVENT LOGISTICS
APPROACH
LEARNING ACTIVITY
• Complete Learning Activity 3 (page 43)
• Syndicate group discussion
• Present a summary of key discuss...
PHASE 4: EVENT EVALUATION
• Benefits Management
• Event measurement performance metrics
• Strategic events measurement
• S...
EVENT PERFORMANCE
MEASUREMENT METRICS
• Return on Investment (ROI) – financial metric
• Return on Expectation (ROE) – stak...
STRATEGIC EVENTS MEASUREMENT
• The organization may view ROI by aggregating
all costs and comparing this to a value that i...
BALANCED SCORECARD
STRATEGIES (TOOLS) FOR MEASURING
AN EVENTS SUCCESS
• Surveys
• Web Analytics
• Qualified leads
• Post event assessment
• R...
LEARNING ACTIVITY
• Complete Learning Activity 4 (page 47)
• Syndicate group discussion
• Present a summary of key discuss...
SUMMARY
• Key points
• Questions
CONTACT DETAILS
• CHARLES COTTER
• 084 562 9446
• charlescot@polka.co.za
• LINKED IN
• TWITTER: Charles_Cotter
Strategic and impactful events management
Strategic and impactful events management
Strategic and impactful events management
Strategic and impactful events management
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Strategic and impactful events management

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Strategic and Impactful Events Management best practice, tools and 4-phase process

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Strategic and impactful events management

  1. 1. STRATEGIC AND IMPACTFUL EVENTS MANAGEMENT CHARLES COTTER 16 JULY 2014 HOLIDAY INN SANDTON, RIVONIA ROAD
  2. 2. PRESENTATION OVERVIEW • INTRODUCTION • DEFINING THE FUNDAMENTAL CONCEPTS • DIAGNOSIS AND EVALUATION OF CURRENT EVENTS MANAGEMENT PROCESSES AND PRACTICES • THE 4-PHASE EVENTS MANAGEMENT PROCESS/CYCLE  Conceptualization  Strategic Planning  Implementation  Evaluation • CONCLUSION
  3. 3. INTRODUCTION Event management is considered to be one of the most effective marketing communication tools that an organization can employ to create awareness of the organization, its products and services and its brand.
  4. 4. DEFINING THE FUNDAMENTAL CONCEPTS • Events Planning • Events Management • Project Management
  5. 5. DEFINING EVENTS PLANNING AND MANAGEMENT • Event planning is the process of planning a festival, ceremony, competition, party, concert, or convention. • Event planning can include budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, coordinating transportation and parking, developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support and arranging decor, event support and security, catering, emergency plans, aid stations and clean-up. • Event management is the process by which an event is planned, prepared, and produced. As with any other form of management, it encompasses the assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, people, products, services and other resources to achieve objectives. • Essentially, event management is the application of project management to the events planning process.
  6. 6. DEFINING PROJECT MANAGEMENT • Project management is the application of knowledge, skills, tools and techniques to a broad range of activities in order to meet the requirements of the particular project. • Project management is concerned with the overall planning and co-ordination of a project from inception to completion aimed at meeting the client's requirements and ensuring completion on time, within cost and to the required quality standards. • These three (3) project management variables as often referred to as the eternal triangle of project management.
  7. 7. PROJECT MANAGEMENT ETERNAL TRIANGLE
  8. 8. 10 BEST PRACTICE EVENTS MANAGEMENT GUIDELINES/CRITERIA • #1 Prior to the event marketing, a proper business case (based on viability and feasibility) is built for the proposed event • #2 Application of sustainable (green) events management practices aligned with Triple Bottom Line e.g. Profit, People and Planet • #3 A purposeful and systematic planning methodology and approach is followed • #4 Application of effective project management principles and processes throughout the event life-cycle/value-chain • #5 Development of a focused and purpose-directed events strategy and mind-set
  9. 9. 10 BEST PRACTICE EVENTS MANAGEMENT GUIDELINES/CRITERIA • #6 Implementation of preventative and concurrent (during-event) logistics and operations managemet control measures, tools and processes • #7 Application of a holistic, Integrated Marketing Communication strategy, using a variety of promotional, PR, marketing and advertising media e.g. social media • #8 The competency, work ethic and cohesion of the events management team are exemplary • #9 Application of effective and proactive event Risk Management and Mitigation strategies • #10 Proper evaluation of the impact of events and use of performance metrics e.g. ROI, ROO, ROL and/or ROE
  10. 10. ILLUSTRATION: EVENTS MANAGEMENT PROCESS/CYCLE
  11. 11. EVENTS MANAGEMENT PROCESS/CYCLE • Phase 1: Conceptualization (and Market Research) • Phase 2: Strategic Planning (and Marketing) • Phase 3: Event Implementation (Organizing and Logistics Management) • Phase 4: Event Evaluation (and Performance Feedback)
  12. 12. PHASE 1: CONCEPTUALIZATION • Conducting Market Research • Building a business case for the event • Writing an Event Proposal • Pitching the Event Proposal
  13. 13. CONDUCTING STRATEGIC MARKET RESEARCH • The first step of this process is to identify a prospective event, based on an opportunity, occasion and/or market-driven need. • Conduct a SWOT Analysis: Micro Market Stakeholder Analysis Macro
  14. 14. STAKEHOLDER ANALYSIS AND MANAGEMENT
  15. 15. PESTEL ANALYSIS
  16. 16. BUILDING A BUSINESS CASE FOR THE EVENT • Cost-benefit Analysis  Viability  Feasibility • Triple –P Sustainable events management (green events)  People  Profit  Planet
  17. 17. COST-BENEFIT ANALYSIS
  18. 18. SUSTAINABILITY (TRIPLE BOTTOM LINE)
  19. 19. WRITING AN EVENT PROPOSAL - PROCESS
  20. 20. WRITING AN EVENT PROPOSAL - CONTENT • Description of the Event • Experience of the Event Bidder • Venue and facilities offered • The event programme • The (estimated) proposed event budget
  21. 21. PITCHING THE EVENT PROPOSAL • Persuasive, compelling and captivating sales pitch • Focus on differentiation • Tenders • Contracting • Terms of Reference (event scope)
  22. 22. LEARNING ACTIVITY • Complete Learning Activity 1 (page 20) • Syndicate group discussion • Present a summary of key discussion points
  23. 23. PHASE 2: STRATEGIC PLANNING • Formulating an Event Strategy (Plan) • Compiling a Financial Plan (Budget) • Developing an Integrated Marketing Communication (IMC) strategy
  24. 24. FORMULATING AN EVENT STRATEGY (PLAN)
  25. 25. FORMULATING AN EVENT STRATEGY (PLANNING QUESTIONS) • Define the purpose (why?) • Identify your Objective or Goal (what?) • Identify your Target Market (who?) • What would delight them and what are their expectations? • How many participants will attend? • Schedule a date and time (when?) • Select a venue (where?) • How will we create an impactful event experience?
  26. 26. PLAN THE EVENT EXPERIENCE • Type of experience • Selecting speakers, presenters and entertainment • Presentation and production techniques • Catering and hospitality management
  27. 27. COMPILING A FINANCIAL PLAN (BUDGET) • Booking the venue • Guest speakers • Catering • Furniture/material rentals • Logistical and operational costs • Security
  28. 28. INTEGRATED MARKETING COMMUNICATION (IMC)
  29. 29. INTEGRATED MARKETING COMMUNICATION (IMC) • Event marketing • Public relations • Communication management • Promotion • Social media
  30. 30. LEARNING ACTIVITY • Complete Learning Activity 2 (pages 32-33) • Syndicate group discussion • Present a summary of key discussion points
  31. 31. PHASE 3: EVENT IMPLEMENTATION • Event Administration • Event Risk Management • Event Logistics and Operations Management
  32. 32. EVENT ADMINISTRATION • Effective and comprehensive administration systems e.g. financial, procedural, operational, contractual and informational • Event must be supported and complemented by documentation, systems, mechanisms and procedures • Event administration must be organized, controlled and methodical • Event management teams are responsible for the entire budget, and if administration falls down, so will the profits of the event
  33. 33. ILLUSTRATION: EVENT RISK MANAGEMENT PROCESS
  34. 34. EVENT RISK MANAGEMENT PROCESS • Step 1: Risk Identification • Step 2: Risk Analysis • Step 3: Risk Prioritization • Step 4: Risk Response • Step 5: Risk Evaluation
  35. 35. RISK MATRIX
  36. 36. RISK RESPONSE STRATEGIES
  37. 37. Logistics means organizing people, products and processes in a timely way to ensure that an event runs smoothly, according to plan, with minimum hiccups Event logistics refers to the coordination of activities, facilities and personnel required for an event to take place Effective event management can save businesses a significant amount time and expenses Event logistics are project-based, that is they involve a period of preparation, lead up, execution and shutdown On-site event logistics (checklist)
  38. 38. ILLUSTRATION: EVENT LOGISTICS APPROACH
  39. 39. LEARNING ACTIVITY • Complete Learning Activity 3 (page 43) • Syndicate group discussion • Present a summary of key discussion points
  40. 40. PHASE 4: EVENT EVALUATION • Benefits Management • Event measurement performance metrics • Strategic events measurement • Strategies (Tools) for measuring an events success
  41. 41. EVENT PERFORMANCE MEASUREMENT METRICS • Return on Investment (ROI) – financial metric • Return on Expectation (ROE) – stakeholder satisfaction metric • Return on Learning (ROL) – innovation, growth and improvement metric • Return on Objectives (ROO) – operations, logistics and process efficiency metric
  42. 42. STRATEGIC EVENTS MEASUREMENT • The organization may view ROI by aggregating all costs and comparing this to a value that is estimated by the organization – this determines the financial benefits of the event. • ROI at the participant level may be measured at the individual level and estimates the value on a per participant basis.
  43. 43. BALANCED SCORECARD
  44. 44. STRATEGIES (TOOLS) FOR MEASURING AN EVENTS SUCCESS • Surveys • Web Analytics • Qualified leads • Post event assessment • Reporting
  45. 45. LEARNING ACTIVITY • Complete Learning Activity 4 (page 47) • Syndicate group discussion • Present a summary of key discussion points
  46. 46. SUMMARY • Key points • Questions
  47. 47. CONTACT DETAILS • CHARLES COTTER • 084 562 9446 • charlescot@polka.co.za • LINKED IN • TWITTER: Charles_Cotter

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