Convention and Event Management

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Introduction to
Event Management
Chapter 1
Conventions And Events Management

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OBJECTIVE
• Identify the characteristics of Event
Management.
• Identify the size and types of Event.
• Identify the Event Customer.
• Identify future of the product.
• Identify the Marketing Mix

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Characteristics of events
• Once in lifetime
• Expensive to stage
• Place over short time span
• Require long and careful planning
• Generally take place at once
• Carry a high level of risk
• Often lot at stake
• Work is demanding, exciting and challenging
• Decision making one of important

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Size of Events
• Mega Events
• Regional Events
• Major Events
• Minor Events

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Types of Events
• Sports
• Entertainment, Arts, and Culture
• Commercial Marketing and Promotional Events
• Meetings and Exhibitions
• Festivals
• Family
• Fundraising
• Miscellaneous events

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The Event Team
• Venue managers
• Stage managers
• Lighting, audio and video companies
• Decorators and florists
• Entertainers
• Employment agencies
• Rental companies
• Public relations and marketing consultants
• Security companies
• Catering companies
• Cleaning companies
• Ticketing companies

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Code of Ethics
• Promote and encourage the highest level of ethics
• Strive for excellence (Industry standards)
• Protect the public against frauds and unfair
practices
• Use legal and ethical means
• Maintain adequate and appropriate insurance
coverage
• Maintain industry standard of safety and sanitation

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Code of Ethics
• Provide truthful and accurate information
• Commit to increase professional growth and
knowledge
• Cooperate with colleagues, suppliers,
employees/employers and all persons
supervised
• Subscribe the principles of professional
conduct

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Nature of Event Marketing
• Includes combination of goods and
services
• Intangibility (fun, entertainment,
information)
• Inseparability
• Variability (different response to
the same experience)

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Services
• Conference Planning
• Conference support services
• Information, advice and problem
solving
• General ambience

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Goods
• Room set-up
• Food quality and presentation
• Temperature, lighting
• Audio-visual systems

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Process of Event Marketing
• Establish the features of the product
• Identify customers (segmentation)
• Plan to meet audience needs
• Analyze consumer decision making
processes
• Establish price and ticket program
• Promote the event
• Evaluate marketing efforts

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Potential benefits to event audience
• A novel experience
• Entertainment
• A learning Experience
• An exciting results
• An opportunity to meet others
• A chance to purchase items
• Dining and thinking
• An inexpensive way to get out of the house
• A chance to see something unique

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Identify customers
• Country-and-western music
• Line dancing
• Excitement and atmosphere
• Develop profile for each group

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Features of the product
• Identify Customers
• Plan to Meet Audience needs
• Analyze consumer decision making
• Competitive pressure (positioning)
• Motivation
• Timing
• Purchase or attendance
• Establish the price and ticket program

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Features of the product
• Promote the Event
• Differentiation
• Packaging for effective communication
• Evaluate Marketing efforts

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Marketing Mix
• Product/Service
– Event venue
– Quality of food
– Quality of entertainment
– Cleanliness of venue

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Marketing Mix
• Price
– Cost of ticket
– Cost of travel
– Time taken to travel
– Other inconvenience

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Marketing Mix
• Place
– Ticket sellers
– Tour wholesalers
– Tourist information offices
– venue

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Marketing Mix
• Promotion
– Advertising
– Public Relations
– Sales promotions

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Sight over Marketing Mix
• Positioning
• Price
• Promotion
• Distribution

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Sponsorship
• Funding sources
• Exchange for increased profile and
sales
• Value in Kind
• Advertising space (example)
• ROI

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Number of Questions
• Before approaching potential sponsor
– What are the benefits
– How long will the association last?
– How much exposure will the sponsor achieve?
– Will be sponsor be exclusive?
– Is there compatibility
– Will there be ambush marketing

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Source
• Event Management for tourism,
culture, business and sporting events
• Authors: Lynn Van Der Wagen
Brenda R. Carlos

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