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1. The Ultimate
Beginner's Guide to
Event Management &
Event Planning
By Hubilo
Authors:
Vaibhav Jain, CEO & Founder, Hubilo

2. "Networking is an investment in your business.
It takes time and when done correctly can yield
great results for years to come"
2

3. 1. Intro
➔ Understanding MICE
What is MICE? Impact of MICE, Industry
Classification
➔ Event Planning Vs Event
Management
Difference between planning and
managing an event.
➔ Job of an Event Manager
What roles, tasks and goals fall under event
management
➔ Job of an Event Planner
What roles, tasks and goals fall under event
planning
➔ Impact of Event Technology (Stats)
3

4. What is MICE industry ?
MICE is abbreviation of Meetings, Incentives, Convention &
Exhibition Events, in simple terms.
MICE industry directly impacts Business Tourism & Hospitality
Industry.
4

5. MICE
Business Tourism Hospitality
ExhibitionsConventions/ ConferenceIncentiveMeetings/Conference
● AGMs
● Product Launch
● Sales Meets
● Technology Conference
● Workshops & Trainings
● Partner’s Meet
● Project Planning
● Sales Incentive
● Rewards & Award
● Customer Loyalty Events
● Medical Associations
● Gaming Conventions
● Chamber of Commerce
Meet
● Google DevFest
● IEEE
● Commercial Exhibitions
● Private Exhibition
● Buyer’s Fair
5

6. Meetings are gathering of people at one place formally or informally to discuss topics, ideas and or
educate peers.
Conferences are pre-planned meetings with a specific agenda by a group of professionals to achieve
common objective.
Incentive events are enterprise sponsored event to recognize and reward sales achievement by
distributors, re-sellers, sales team and loyal customers.
Incentive events are held with an objective to encourage stakeholders, propell/ settle their sentiments to
see an ultimate business outcome.
Conventions are periodic (annual, monthly, biennial etc) events where like minded people or
professionals associated to certain field, business or technology meet with an objective to learn new
technology, discuss & understand trends, and network with other professionals.
Exhibition events are where products and solutions are demonstrated and buyers and sellers can
directly engage. Exhibition range from art, lifestyle fashion to B2B products.
This can be further classified in Commercial exhibitions, Private exhibitions, and Buyer’s Fair 6

7. Meetings/ Conference
Type Purpose
AGMs & Board Meetings Situation Analysis & Review, Decision Making
Sales Meet Sales Review, Feedback & Training
Product Launch Marketing, Promotion, Client Interaction, Partner
Interaction
Technology Conference Knowledge sharing & Networking
Workshops & Training Meets Education, Knowledge sharing & Sales impact
Partner Meets Review; distribution challenges, product &
pricing, revenue targets, reward & recognition
7

8. Incentive Events
Type Purpose
Sales Incentive Reward, Motivate & Encourage sales
Reward & Recognition for Partners Encourage, Motivate & Engage with Distribution
Network
Customer Loyalty Reward and Retain big accounts
8

9. Conventions
Type Purpose
Professional Associations Review Industry/ Profession related standards
Knowledge sharing & technology demonstrations
Media & Advertising Conventions Review Industry/ Profession related standards
Knowledge sharing & technology demonstrations
B2B Conventions Technology conference + Product Demonstrations
Promotions & Client meetings
9

10. Type Purpose
Industry-wise Exhibitions
Pharmaceutical, Manufacturing equipments,
Chemical etc
Live Product Demonstrations, Buyer-Seller meet
FMCG - FMCD Product & Technology Live Product Demonstrations, Buyer-Seller meet
Exhibitions
10

11. Difference between Meetings - Conference - Conventions
Meetings:
Meetings are mostly for short durations, mostly internal and combination of formal as well as
informal. Eg. Project Planning meet, Campaign meets etc.
Conference:
Meetings with singular and definitive purpose organized for a closed group of niche are referred
to as conferences. They are held for a longer time duration.
Conventions:
Conventions are periodic open meetings held for a longer time durates (multiple days) with
multiple purposes (Networking, product demo, & Knowledge sharing) for one or more niche
audience.
11

12. Meetings
Conference
Convention
Conventions
Conference
Meetings
Category-wise Purpose-wise
12

13. 2.
Event Planning
Vs
Management
13

14. Event Management:
Event Management deals with the execution of the planned activities and overseeing them at
each step of the event.
An event manager is responsible for the smooth operation of the event, assure event attendence,
ensure quality attendee experience and event success analysis.
Event Planning:
Event planning is a pre-event planning processes within overall event management activities that
includes budgeting, establishing timelines, selecting and reserving the event sites, acquiring
permits, planning food, coordinating transportation, developing a theme, arranging for activities,
selecting speakers and keynotes, arranging for equipment and facilities, managing risk, and
developing contingency plans.
14
Event Planning V/s Event Management

15. 15
Event Planning V/s Event Management
Planning is a pre-event activity. Event planning
sets the theme, purpose and KPIs for any event.
Management is executional. Management of planned
activities is done throughout the event
Decide event Objective & Theme Manage vendors
(Finalize, coordinate and execute)
(Caterers, venue, logistics, transportation,
accommodation etc.)
Set & allocate budgets Manage Event Awareness & Promotions
Prepare event requirement document, Guest List
etc
Manage venue design and staff
Shortlist and finalize vendors Manage event content & communications
Plan venue (shortlist, get RFPs, Event Attendee Management
Plan event sessions & activities Manage Attendee Experience & Engagement
Decide event success parameters Manage & handle grievances

16. Event Planning Process
2
Plan & allocate
Budget
Venue Budget
Software Budget
Transportation Budget
Marketing Budget
Catering Budget
A/V Set-up
1
Decide Event
Theme/ Objectives
Who this event is for?
What is the objective of
the event?
What investment is
required Vs RoI expected?
3
Timeline
When should event be
held?
When can you expect Max.
footfall?
When should you start
marketing campaigns
When to start and stop
registrations?
4
Find Event
Sponsors & Partner
Define ideal sponsor,
based on event theme
Who is going to speak at
your event?
Plan nature of
sponsorships
Define deliverables
Set timelines & monitor
5
Set-up Team
withR&R
Plan Human resource
required based on
planning
Define Roles & Hierarchy
clearly
6
Shortlist Vendors
Venue
Caterers
Technology
Accommodation &
Transport
Entertainment Partner

17. Event Management Process
2
Event Promotion
Email Marketing
SMS Marketing
Ticketing & Discounts
Event App Marketing
Collaborations
Social Media Marketing
1
Event Awareness
Set-up Website
Create Social Media
Profile/ Event
PR & Communications
Brochure Distributions
3
Venue Management
Manage RFPs
Provide Set-up Plan
Accessories & A/V Set-up
Design Set-up
Catering & Menu
4
Transport &
Accommodation
Room Booking
Ticket & Itermary Sharing
Transportation Plan
5
Attendee
Management
Registration Management
Check-in process
Management
Budget Printing &
Distribution
6
Event Engagement
& Experience
Attendee Engagement
Options
Networking Platform
Event App Development
Sessions Information
Management
Schedule Management

18. 18Image Source: http://www.leoisaac.com

19. 19
3.
Job of an
Event Manager

20. Story for illustration purposes only
20
Meet Marcos.
He is an Event Manager.
He works for a famous Event
Management Company in United
Kingdom.

21. 21
What does Marcos do?
1
Plan event from
start to finish
according to
requirements,
target audience and
objectives
2
Prepare event
budgets
5
Coordinate all
operations
6
Lead promotional
activities for the
event
3
Source and
negotiate with
vendors and
suppliers
4
Hire professionals
(event planners,
design heads,
production etc.)
7
Organize facilities and
manage all event’s details
such as decor, catering,
entertainment,
transportation, location,
invitee list, special guests,
equipment, promotional
material etc
8
Analyze the event’s
success and
prepare reports

22. 22
3.
Job of an Event
Planner

23. Story for illustration purposes only
23
Meet Sara.
She is an Event Planner.
She runs her own Event Planning
Company in United States.

24. 24
What does Sara do?
1
Event planning,
design and
production while
managing all
project delivery
elements.
2
Liaise with
stakeholders to
identify their needs
and to ensure
delivery.
5
Propose ideas to
improve provided
services and event
quality.
6
Specify staff
requirements and
coordinate their
activities
3
Conduct market
research, gather
information and
negotiate contracts.
4
Provide feedback
and periodic reports
to stakeholders.
7
Ensure compliance
with insurance,
legal, health and
safety obligations
8
Cooperate with
marketing and PR
to promote and
publicize event.

25. It’s no surprise Marcos and Sara recently started using
event technology lately.
83% of event creators use
an event app.
Source: Eventbrite
25

26. Tasks Tech-Tools
Event Planning
Event Budgeting
Venue Management
Room Blocking & Hospitality
Event Website
Registration & Ticketing
26

27. Tasks Tech-Tools
Event Listing
Event Networking & Event App
Social Media Marketing
Event Analytics
Event Networking & Event App
27

28. 4.
Impact of Event
technology
28

29. What people are saying
In 2019, 52.6% of
event
professionals
invested more in
event tech than
the previous year
10% of event
apps use
gamification to
drive their
desired action
from attendees
29
Source: EventMB
41% of event apps use
advanced features to
make networking
more efficient and
replace serendipitous
occasions.

30. Have an event coming up?
Talk to our event tech
expert for the ultimate
event management
solution.
30

31. 31
www.Hubilo.com