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Event Management


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Event Management

  1. 1. Presented by Joey Phuah
  2. 2. Event
  3. 3. Types of Events
  4. 4. Types of Events
  5. 5. Corporate Events Golf E vents C onferences Networking E vents B us ines s Meetings Incentive Travel Dinners C arnivals Trade S hows / Fairs E xecutive Retreat Product Launches Team B uilding S eminars A nnual Dinner Pres s C onferencesTheme Parties Opening C eremonies B oard Meetings S hareholder Meetings / A GM
  6. 6. Private Events Wedding C eremoniesWeddingDinners Wedding A nnivers aries B irthday Parties Fes tival Gathering
  7. 7. What is EventManagement?
  8. 8. EventManagement
  9. 9. The Aim of Event Management
  10. 10. Who leads the event? Advisor Chairman Event Manager
  11. 11. Event Organization Chart
  12. 12. Event Manager A person whoplans and executes the event
  13. 13. The Role of Event ManagerDevising the Event Concept Identifying the target audience Marketing and Communication Negotiation Client Service BudgetingScriptwriting Booking Venue Logistics Audio-visual production
  14. 14. Event ManagerEvent managers andtheir teams are often behind-the-scenes running the event.
  15. 15. Event Planning Process
  16. 16. Initiation  Feasibility study – select an event  Objective Concept development - timing, skills Contextual factors – budget, legal/  regulatory, economic, social, political,technological and environmental factors
  17. 17. Event Planning Process
  18. 18. Planning
  19. 19. Planning
  20. 20. Event Planning Process
  21. 21. Implementation  Schedules  Checklists  People Management
  22. 22. Event Planning Process
  23. 23. Control & Monitoring Setting benchmarks/ standards  Tools
  24. 24. Event Planning Process
  25. 25. Shutdown  Key Task Integration of shutdown into key event tasks
  26. 26. Creating the Event Concept
  27. 27. 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 Management10. Marketing11. Promotion
  28. 28. Event Day
  29. 29. Post Event Evaluation  Shutdown and Reporting
  30. 30.  Indentify Expenditure 2. Food & Beverage Indentify Income 3. Administration 4. Wages & salaries 3.Ticket sales 5. Venue 4.Sponsorship 5.Merchandising 6. Lighting, sound & visual 6.Advertising 7. Staging 7.In-kind 8. Graphic design 9. Printing 10. Decoration 11. Entertainment 12. Marketing & Promotion 13. Travel 14. AccommodationSee Appendix 1 _ Sample Budget 15. Contingency
  31. 31. Guidelines for Selection3.Availability4.Size of the event5.Layout and suitability6.Stage, field of play or performance area7.Transport and parking8.Proximity to accommodation9.Services available e.g. F&B10.Technical support e.g. PA system, projector11.Cost
  32. 32. Conduct a Site InspectionDevelop a checklist for Site Inspection:5.Compatibility with event theme6.Seating arrangement7.Sight obstruction e.g. pillars8.Storage areas9.Entrances & exits including freight access10.Stage area11.Equipment available on site12.Safety and security13.Access time14.Power See Appendix 2 _ Site Inspection Checklist
  33. 33. Layout DiagramPrepare a Layout diagram on:5.Stage6.Seating and table arrangement7.Registration area8.Equipment positions e.g. lighting, projectors9.Decoration layout10.F & B station11.Signs12.Entry and exit including staff position See Appendix 3 _ Layout Diagram
  34. 34. What is to happenWhen will it happenWhere will it happenWho is responsibleGantt Charts/ Production Schedule See Appendix 4 _ Sample of Gantt Chart See Appendix 5 _ Sample of Production Schedule
  35. 35. Event review meetings- to check progress against the scheduleStatus reports– to check progress against scheduleCheck listsDirect observation
  36. 36. Speaker Checklist2.Send invitation3.Get writing confirmation4.Biodata and photograph5.Slide presentation6.Accommodation & Transportation Arrangement
  37. 37. Supplier Checklist2.List of suppliers3.List of requirements from every supplier4.List of their roles and date to set up5.i.e audio and visual – projector, notebook, PAsystem, microphone, cable6.i.e photography – how many photographer youneed, location of the photographer See Appendix 6 _ Sample of Supplier Checklist
  38. 38. Why should companies sponsor?•Gain access to target markets for promotional messages•Generate consumer awareness – used to introduce or build a brand•Positioning/repositioning of the existing service/ product•Exclusivity – to lock out their competitors•Demonstrate product attributes
  39. 39. Before seeking sponsorship, weshould decide whether:3.Your stakeholders (members, participants) are likely to approveof commercial sponsorship4.Your event has rights/ benefits of value to a potential sponsor,e.g. access to target markets5.You have the human resources to sell and service sponsors, e.g.a good sales person6.There are businesses/ organizations that you would be advisednot to seek sponsorship from
  40. 40. Sponsorship Proposal3.Overview of the event including mission/ goals, history,location, current and past sponsors, program duration, staff,past or anticipated level and predicted attendee profile4.Sponsorship package on offer and its cost. This mightrange from naming rights or sole sponsorship to designatedsponsorship categories5.Strategic fit between the event and the needs of theorganization6.Duration of agreement, e.g. agreement for one year,optional for 3 years renewal7.Contact details
  41. 41. Identifying Sponsors6.Who has sponsored the event recently?8.Research the sponsors of similar competitor events – who is in themarket?10.Examine what particular companies or products have a fit with yourevent
  42. 42. Selling Sponsorships3.Identify the decision maker in the company that you areapproaching4.Try to obtain a personal interview to discuss thesponsorship5.Sell opportunities (access to target market, capacity tomeet with specific VIP’s)6.Provide a benefit package (competitively priced) that willmeet some of their marketing needs7.Be creative in the form that your sponsorship proposaltakes8.Interact with potential sponsors in a professional way
  43. 43. Managing the relationship6.Make sure that you keep in regular contact with yoursponsor – manage the relationship8.Discuss and agree with your sponsor on clear objectivesand agreement10.Reports achievements as part of negotiating for renewal ofthe sponsorship
  44. 44. Check and compare the menu Food TastingConfirm the menu
  45. 45. Prepare the Guest List Send InvitationConfirm the attendance See Appendix 7 _ Sample of Guest Checklist
  46. 46.  Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
  47. 47. Risk Management Process Analyse & Evaluate Identify Risks Identify Options the RisksWhat can happen? How can it happen? Create an action plan Treat the Risks
  48. 48. Event Marketing is a matching process in whichthe event producer seeks to understand andmeet the needs of their audience
  49. 49. Is a planning for a promotion Positioning Identify target marketHow attendees regard a specific event or other events of a similar nature
  50. 50. Marketing Strategy Marketing Strategy Identify Segmenting Target Set Event Market Objective Markets Geographic: Demographic: Socio-economic: Other: Age Local No. of Gross & Net EducationExhibitors Participants Sex Topic Participants Profit  occupation Regional income Price international
  51. 51. 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
  52. 52.  Place (Distribution)• Direct e.g. through phone, internet• Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc
  53. 53. •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
  54. 54. PromotionAdvertising Publicity Sales Promotion Direct Marketing Personal Selling
  55. 55. See Appendix 8 _ Sample of Running Sheet
  56. 56. Event Evaluation Process Data Analysis Reporting ApplicationCollection