Event management and sponsoring course for the ESC Troyes Interactive marketing and Social media MBA

1. Social Media & Interactive Marketing
Management
Event management and sponsorship
2013-2014
by: David Chelly
Copyright © Postenergie Espagne SL
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2. Your lecturer: David Chelly
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2006 - website publisher
1995-2006
- Consultant and
professor specialized in Eastern
European business
Ph.D in Management Sciences
Post-graduate diploma in Finance
Degrees in Sociology, Money and
Banking, Law, Accounting
@: davidchelly@energie-online.fr
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3. Aims of the course
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This course provides students with information and insights about
event and sponsoring management.
It focuses on modern techniques, especially those using the
internet and/or used by web companies.
Methods: The course is a workshop-oriented class, designed for
active participation.
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4. Assessment
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Participation (30%): In class activities and contributions to the
class.
- Case Study: Event presentation (20%): This assignment involves
an in-depth investigation of a major special event and an oral
presentation (15 mn) + written report (5-10 pages + appendix).
- Final Project - Event Business Plan (50%): This assignment
simulates the planning and carrying out of an event.
The case study and the final project are conducted in groups of 3
to 4 people, if possible including at least a French and a foreign
student.
The case study and the final project need to be related to the web:
event (partially) conducted online, event management for a web
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company, etc.

5. Outline of the course
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The context of event management & sponsoring
Main types of events
Marketing events
Event management and PR operations
Event management in an international environment
Sponsorship and the economic impact of events for the
stakeholders (destinations, brands, etc.)
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6. Quizz
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What nowadays’ big thing has direct consequences for event
management
– Big data
– Augmented Reality and RFID
– Semantic web
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7. 
Who is the world leading event management service ?
– Amiando
– TicketMaster
– Eventbrite
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8. 
Who is the reference of cross-cultural communication (polychronic
vs. monochronic cultures, hi-context vs. lo-context cultures,
relation to time and space, etc. ?
– Abraham Maslow
– G. Hostede
– E.T. Hall
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9. 
A webinar is :
– A web conference shared with remote locations
– an online course aimed at unlimited participation and open access via
the web
– A collaborative workshop tool
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10. General context of event management and
marketing
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11. A well performing sector
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Event management has recently become a real communication tool
General growth in the main world markets (USA, India, China,
Brazil…) and limited growth in Europe
To go further:
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12. Meeting
planner
named a
Top5 job in
2013
by
CareerBuild
er
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13. Advertising figures in
France in 2013
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Situation in France
– Stagnation for the event
management sector and
small growth for
sponsorship
– 650 event agencies,
suffering from the
economic crisis
– Political will to develop
event management, but a
limited competitiveness
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14. New trends for marketing
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A reduced effectiveness of traditional promotional methods
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Why ?
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fragmentation and saturation of conventional media channels
Event management is compatible with the new trends for
marketing
– Guerrilla marketing
– Experiential marketing
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15. Guerrilla marketing
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Unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget
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16. Experiential marketing
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Cross-media promotional activity which encourages two way interaction
and direct physical immersion into a brand
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17. Main types of events
Definition: a public assembly for the purpose of
celebration, education, marketing or reunion.
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18. Types of events
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–
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–
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Social / life-cycle events (birthday party, wedding, anniversary…)
Education & career events (job fair, workshop, seminar…)
Sport events
Entertainment events (concerts, fairs, festivals, fashion shows, flash
mobs
Political events
Corporate events (MICE for meetings, incentives, conferences,
exhibitions), product launches, road shows
Religious events
Fund raising / cause related events (auctions…)
webinars and other virtual happenings
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19. Why organizing an event?
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–
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Event Management is a different way of promoting a product, service or
idea.
Promote, launch or market a new product or service
enhance a company's brand image
increase company's sales,
promote a social cause
Good for corporate culture
Tax reasons
For digital companies, create a physical link with customers
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20. Event marketing agencies
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Three main types of actors:
– Subsidaries of leading communication agencies : Publicis Events
(Publicis Groupe, Havas Event (Havas) , Le Public Système PCO /
Sagamartha (Public Système Hopscotch) , Connect Factory (Aegis
Group)
– Generalist independent agencies : Australie, LA Washing , SDT
Events…
– Professional congress organisers : integrated services (GL Events),
business trips (Equatour Voyages), incentive (Jet Stim), sport events
(Eventeam), trade fairs, (Event International)
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21. Clients for event marketing
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Companies
Local authorities
– Impact for business & tourism
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NGO
Case study >> TENCENT
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22. Resource
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23. Exercise (groups of 4/5)
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Tencent is thinking about organizing a special event to mark its
arrival into the French market
– Before entering into negociations with your advertising agency, the
reprensative for Tencent Europe asks you to suggest an event, an
approximative budget, and 10 key-measures to realize and promote it.
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24. Event marketing
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25. Event marketing in the digital age
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Traditional methods:
– media advertising (press / TV / radio…) : see the rates >>
– Direct marketing : post mails and emails, door-to-door, point-ofsale marketing, couponing, offering free gifts and other
incentives
– public relations (journalists, influencers…)
 Technological
innovation has allowed us to take
event marketing beyond traditional tactics such as
passing out flyers to methods that are more creative
and far more effective.
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26. Online tools
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The web is essential to :
– promote an event
– Tell a story
– Prepare the audience for further events
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27. Marketing events through the web
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Set up a custom landing page that focuses on nothing but the affair at hand
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Domain vs subdomain
Email campaign (text, images, video..) to inform about the importance of
attending and engage in a variety of ways.
 Traditional webmarketing techniques: search marketing, display, social
media, affiliation…
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28. A few tips
To incentivize registration: create a special offer or discount that sweetens
the deal (coupons)
 A well designed incentive program can not only help you boost attendance
for upcoming events, it also generates buzz
 More: offering of rewards, follow up, gather feedback, share your success
(newsletter, blog, etc.)
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29. Online tools (assessment)
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Planning an event with EventBrite
Google+ Events, Facebook event page, Doodle, etc.
Cross-cultural advice for organization an event in…
Collaborative workshops tools : Google Drive, Diigo, Teamviewer,
etc.
Planning a Flashmob
Webinars : goals, tools, successful examples
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30. Event management
“The process of analyzing, planning, co-ordinating,
staging and evaluating an event.”
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31. Social media
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Hybrid of physical and digital engagement
– A live event, plus “SOLOMO” (mobile, social, location-based services)
enables event engagement to begin virtually, before the event.
• Facebook fan page, status updates, and Facebook apps.
• Twitter, LinkedIn, Viadeo, Xing…
– If the social engagement online is so powerful, why bother with the live
event at all?
• “The more digital we go, the greater the need for in-person interaction,”
No one really knows where this is going, but what is clear is
that it is important for organizations to utilize the technology
to remain “current”
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32. This part will not be developped. In practice, it needs to be subcontracted
People involved in supporting an event
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The following people are involved in supporting an event:
- Organizers (principal sponsor, co-sponsor, associate sponsor…)
- Sponsors (venue sponsor, gift sponsor, catering sponsor…)
- Partners (media partners providing space, promotional partners
doing publicity, logistic partners, Academic partner…)
- Clients
- Supporting Agencies (government or private)
These people can either be an individual or a company. They either
finance the whole event or some of its part or provide some service
either at subsidized rate or for free
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33. Event Management Job Structure
1.
2.
3.
4.
5.
6.
Administration
Technical Services
Operations
Hospitality
Marketing and Communication
Special Services

34. Event Management: HR
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Depends on size and scale of the event
– Event manager / event planner (very hard job, which needs a lot a time
flexibility)
– Event coordinator
– Information manager
– Logistic manager
– Security manager
– Infrastructure manager
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35. The Event Planning Process
Although not an exhaustive list, planning an event involves:
Participant Recruitment
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Medical Service Planning
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Facility / venue logistics
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Ticketing / Box Office
Management
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Food Service Management
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Marketing & Communications
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Public Relations
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Volunteer Recruitment
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Hospitality / VIP Protocol
Permits / Licenses
Merchandise / Concessions
Parking / Traffic Control
Risk Management
Venue Contract
Negotiations
Evaluation of results

36. Incentives
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Business improves when employees and customers are
recognized, rewarded and engaged through effectively structured
programs with defined goals and proven returns.
recognizing top performers, motivating sales teams, planning the
perfect branded event, or spurring consumer engagement that
drives sale
Incentive travel (for employees, distributors, supplier…)
Reward programs
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37. A focus on international events
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38. Managing a multicultural team for an event
abroad
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Should performance-related pay systems work in the Netherlands ?
• Is Management by Objectives recommendable in Vietnam or should
we prefer team work and quality circles ?
• Is flexibility high in Germany or do we prefer planning and budgeting
long in advance?
PDI
Power Distance Index
IDV
Individualism
MAS
Masculinity
UAI
Uncertainty Avoidance
Index
LTO
Long-Term Orientation
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39. Comparing cultures: E. Hall’s work
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40. Comparing cultures: E. Hall’s work
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41. Working environment in France
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Relationships between employees
are hierarchical and marked by
formalism and rivalry
Punctuality is treated casually in
France
Better not doing anything than
making mistakes
In companies as well as in the society, changes in France are
seldom but violent.
There is no habit nor
culture of working in
group in France:
In the 3rd century, the
Roman Emperor
Tacite used to say that
the Gauls will be
unbeatable when they
stop fighting with
each other.
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42. Meetings in France : creativity,
controversy and fast-thinking
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A French person strives for verbal
inventiveness, intellectual elegance, lively
reasoning and rigorous analysis
Meetings often last too long, with more time
spent on useless questions than on
strategical issues
Meetings aim more at informing rather than
at producing collective answers to problems
Business can be conducted during any meal,
but lunch is best.
The « réunionite » :
a typical French
disease
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43. Sponsorship
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44. Exercise in group (4/5 people) : Plan an event
from start to finish
Duration: 1h20 – please send by email to: davidchelly@centreurope
Topic: The students from the Social Media & Interactive Marketing
Management Master at ESC Troyes have decided to organize a
conference dedicated to digital marketing
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In black : what you have to do in this exercise
In red : important things that need to be done when organizing an
event, but that we will ignore in this exercise
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45. Exercise in group (4/5 people) : Plan an event
from start to finish
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More info will be given in class
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46. Sponsorship
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What is Sponsorship?
“Sponsorship is an indirect way of gaining financial support by
helping businesses promote their products or services in exchange
for their support (financial or in-kind).”
Difference between sponsorship & patronage
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47. Why sponsor an event?
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Target a specific group of customers
– Goodwill to the community
– “Give Back”
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Looks good to potential customers
An efficient way of communication for regulated professions
Cutbacks in marketing – new form of marketing with a good cost
per number of people reached
"If the primary aim of a captain were to preserve his ship,
he would keep it in port forever."
Thomas Aquinas
"Deals ares my art form. Other people paint beautifully on
canvas or write wonderful poetry. I like making deals,
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preferably big deals."
Donald Trump

48. Needs to be returned for the 9th of Dec.– 8. PM to davidchelly@centreurope.org
Event Management Assignment
– Prepare a brochure promoting a
sponsorship kit for your webmarketing
school event
– Evidence must be professionally
presented and can comprise of
documents, photographs, video clips.
– More info will be given in class

49. END
Thanks for your participation
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