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Event Management

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Presented by Joey Phuah
Event
Types of Events
Types of Events
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 onferences

Theme Parties           Opening C eremonies         B oard Meetings

        S hareholder Meetings / A GM
Private Events
                                  Wedding C eremonies

Wedding
Dinners

                     Wedding
                     A nnivers aries

 B irthday Parties

                                  Fes tival Gathering

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Event Management

  • 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 onferences Theme Parties Opening C eremonies B oard Meetings S hareholder Meetings / A GM
  • 6. Private Events Wedding C eremonies Wedding Dinners Wedding A nnivers aries B irthday Parties Fes tival Gathering
  • 7. What is Event Management?
  • 9. The Aim of Event Management
  • 10. Who leads the event? Advisor Chairman Event Manager
  • 12. Event Manager A person who plans and executes the event
  • 13. The Role of Event Manager Devising the Event Concept Identifying the target audience Marketing and Communication Negotiation Client Service Budgeting Scriptwriting Booking Venue Logistics Audio-visual production
  • 14. Event Manager Event managers and their teams are often behind-the-scenes running the event.
  • 16. Event Planning Process
  • 17. Initiation  Feasibility study – select an event  Objective  Concept development - timing, skills Contextual factors – budget, legal/  regulatory, economic, social, political, technological and environmental factors
  • 18. Event Planning Process
  • 21. Event Planning Process
  • 22. Implementation  Schedules  Checklists  People Management
  • 23. Event Planning Process
  • 24. Control & Monitoring  Setting benchmarks/ standards  Tools
  • 25. Event Planning Process
  • 26. Shutdown  Key Task  Integration of shutdown into key event tasks
  • 28. 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 Management 10. Marketing 11. Promotion
  • 30. Post Event  Evaluation  Shutdown and Reporting
  • 36. 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. Accommodation See Appendix 1 _ Sample Budget 15. Contingency
  • 37. Guidelines for Selection 3.Availability 4.Size of the event 5.Layout and suitability 6.Stage, field of play or performance area 7.Transport and parking 8.Proximity to accommodation 9.Services available e.g. F&B 10.Technical support e.g. PA system, projector 11.Cost
  • 38. Conduct a Site Inspection Develop a checklist for Site Inspection: 5.Compatibility with event theme 6.Seating arrangement 7.Sight obstruction e.g. pillars 8.Storage areas 9.Entrances & exits including freight access 10.Stage area 11.Equipment available on site 12.Safety and security 13.Access time 14.Power See Appendix 2 _ Site Inspection Checklist
  • 39. Layout Diagram Prepare a Layout diagram on: 5.Stage 6.Seating and table arrangement 7.Registration area 8.Equipment positions e.g. lighting, projectors 9.Decoration layout 10.F & B station 11.Signs 12.Entry and exit including staff position See Appendix 3 _ Layout Diagram
  • 54. What is to happen When will it happen Where will it happen Who is responsible Gantt Charts/ Production Schedule See Appendix 4 _ Sample of Gantt Chart See Appendix 5 _ Sample of Production Schedule
  • 55. Event review meetings - to check progress against the schedule Status reports – to check progress against schedule Check lists Direct observation
  • 56. Speaker Checklist 2.Send invitation 3.Get writing confirmation 4.Biodata and photograph 5.Slide presentation 6.Accommodation & Transportation Arrangement
  • 57. Supplier Checklist 2.List of suppliers 3.List of requirements from every supplier 4.List of their roles and date to set up 5.i.e audio and visual – projector, notebook, PA system, microphone, cable 6.i.e photography – how many photographer you need, location of the photographer See Appendix 6 _ Sample of Supplier Checklist
  • 58. 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
  • 59. Before seeking sponsorship, we should decide whether: 3.Your stakeholders (members, participants) are likely to approve of commercial sponsorship 4.Your event has rights/ benefits of value to a potential sponsor, e.g. access to target markets 5.You have the human resources to sell and service sponsors, e.g. a good sales person 6.There are businesses/ organizations that you would be advised not to seek sponsorship from
  • 60. Sponsorship Proposal 3.Overview of the event including mission/ goals, history, location, current and past sponsors, program duration, staff, past or anticipated level and predicted attendee profile 4.Sponsorship package on offer and its cost. This might range from naming rights or sole sponsorship to designated sponsorship categories 5.Strategic fit between the event and the needs of the organization 6.Duration of agreement, e.g. agreement for one year, optional for 3 years renewal 7.Contact details
  • 61. Identifying Sponsors 6.Who has sponsored the event recently? 8.Research the sponsors of similar competitor events – who is in the market? 10.Examine what particular companies or products have a fit with your event
  • 62. Selling Sponsorships 3.Identify the decision maker in the company that you are approaching 4.Try to obtain a personal interview to discuss the sponsorship 5.Sell opportunities (access to target market, capacity to meet with specific VIP’s) 6.Provide a benefit package (competitively priced) that will meet some of their marketing needs 7.Be creative in the form that your sponsorship proposal takes 8.Interact with potential sponsors in a professional way
  • 63. Managing the relationship 6.Make sure that you keep in regular contact with your sponsor – manage the relationship 8.Discuss and agree with your sponsor on clear objectives and agreement 10.Reports achievements as part of negotiating for renewal of the sponsorship
  • 64. Check and compare the menu Food Tasting Confirm the menu
  • 65. Prepare the Guest List Send Invitation Confirm the attendance See Appendix 7 _ Sample of Guest Checklist
  • 66. Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
  • 67. Risk Management Process Analyse & Evaluate Identify Risks Identify Options the Risks What can happen? How can it happen? Create an action plan Treat the Risks
  • 68. Event Marketing is a matching process in which the event producer seeks to understand and meet the needs of their audience
  • 69. Is a planning for a promotion Positioning Identify target market How attendees regard a specific event or other events of a similar nature
  • 70. Marketing Strategy Marketing Strategy Identify Segmenting Target Set Event Market Objective Markets Geographic: Demographic: Socio-economic: Other: Age Local No. of Gross & Net Education Exhibitors Participants Sex Topic Participants Profit  occupation Regional income Price international
  • 71. 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
  • 72.  Place (Distribution) • Direct e.g. through phone, internet • Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc
  • 73. •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
  • 74. Promotion Advertising Publicity Sales Promotion Direct Marketing Personal Selling
  • 80. See Appendix 8 _ Sample of Running Sheet
  • 83. Event Evaluation Process Data Analysis Reporting Application Collection