Promoting Smart Rail India conference through targeted outreach and analytics
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Submitted By:
Eishika Goel
Panel :
Mr. Arunesh Garg
Mr. Gurprakash
Summer Internship Project On
“Promoting & Organising Business Events :
Smart Rail India 2016 Conference & Expo”
27 MAY ‘16- 27 JULY’16
MBA : MARKETING & HR
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S .NO TOPICS
1. Introduction to the topic
2. Internship Organisation
3. Job profile and Event Intro
4. Methodology
5. Data Analysis and Interpretation
6. Results and Findings
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INTRODUCTION TO THE TOPIC:
EVENT MANAGEMENT
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A process of organizing a professional and focused event for a particular
target audience.
Event Management involves studying the intricacies of the event ,
identifying the tagret audience, devising the event concept,planning the
logistics, coordinating the technical aspects before getting down to actually
executing the modalities of the proposed event.
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TYPES OF EVENT MANAGEMENT
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Corporate Events
Product Launch Events
Special Events
A corporate event defines as a
gathering that is sponsored by a
business for its employees, business
partners , clients and/or prospective
clients.
A company wants to launch a
product in the market. So how
should it get to its customers?
'Special Events' is the term given to
events with a difference. Charity
shows, marathons, cycling races,
street festivals etc. are a few of the
many special events organized
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EVENT MANAGEMENT AS A
MARKETING TOOL
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Strategic marketing and communication tool.
From product launches to press conferences, companies create
promotional events to help them communicate with clients (and potential
clients).
Event management companies service a variety of areas including
corporate events (product launches, press conferences, corporate
meetings and conferences), marketing programs (road shows, grand
opening events), and special events like concerts, award ceremonies, film
premieres, launch/release parties, fashion shows, private (personal)
events such as weddings .
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EVENT MANAGEMENT PROCESS
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There are 2 stages of event management process namely, Event Planning and
Event Control..
Event Planning
To plan an event we must consider the following areas of an event, viz,
feasibility, promotion, site choice/design, staging, shutdown, site map, event
proposal.
Event Control
To control an event we must look on the following areas logistics, negotiations,
costing & cash flow, event manual, I.T., decision making and change, risk ,
management .
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INTERNSHIP ORGANISATION:
PROSPURS Pvt. Ltd
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PROSPURS OBJECTIVE
“We give a professional spur to the business by creating opportunities through
B2B platforms, providing expert consulting & building the right partnership.”
Event Managing & Consulting firm
Headquaters in Singapore & India office in New Delhi.
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Approach
Clear vision, rich industry experience, outstanding business networks and
excellent management skills are integral to our service.
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Tasks, Projects and Activities .
DAILY TASKS AND ACTIVITIES
During my internship at Prospurs, I have worked on multiple tasks, projects and
activities. Prospur events projects and activities can be divided into daily tasks that
involve office work, and the on-site activities that have to be conducted at the
actual events.
Daily tasks and activities (routine)
Searching and adding contacts to Google database
Updating the websites
Contacting potential sponsorship partners
Organising/editing event schedules and documents
Mailing letters to clients
Researching upcoming events
Marketing and promoting events
Writing and posting about events
Maintaining budgets of events
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PROJECT
SMARTRAIL INDIA 2016 CONFERENCE &EXPO
Prime Minister Shri Narendra Modi has a vision of transforming Railways into
the backbone of India’s overall economic development from just being a mode
of transport in the country. Overwhelmed and inspired with the success of
previous SmartRail India event, Prospurs is filled with enthusiasm to organize the
2nd edition of SmartRail India 2016 International Conference & Expo scheduled
to take place on 23rd June 2016 at New Delhi, India.
Introduction
.
Methodology
Step I- Pre hand Research and Draft Agenda Formulation
A short industry feedback primary research was conducted to know the major
issues and challenges of key industry people including
Government railway authorities
Railway Board & regulatory authorities
Railway operators
Ministry of Railways
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DRAFT AGENDA
Conference Agenda
0900 – 1000 hrs : Registration
1000 – 1100 hrs : Inaugural Session
Indian Railways: Propelling Economic Growth through Nav Arjan (New
revenues), Nav Manak (New norms) and Nav Sanrachna (New Structures)
1100 – 1130 hrs : Networking Tea / Coffee Break
1130 – 1330 hrs : Technical Session I
Next generation technology & solutions for High speed rail transport
1330 – 1430 hrs : Networking Lunch
1430 – 1600 hrs : Technical Session II
The Emerging Opportunity in HSRC and Metro Rail Projects
1600 hrs to 1615 hrs : Vote of Thanks
1615 onwards : B2B Meetings
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Step II- Identifying key stakeholders and formulating a database.
Government railway authorities
Railway Board & regulatory authorities
Railway operators
Ministry of Railways
Ministry of Transport
Investment banks, financial institution, investors and consultants
Railway equipment manufacturer, infrastructure and signalling providers
Technology providers
Freight & logistics companies
Railway leasing companies and real estate
Civil engineering & construction firms
EPC contractors / engineering consultants
Turnkey technology providers
System and network integrators
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Step III- Contacting all stakeholders and generating leads
This all includes
•Contacting (calling and mailing) every person whosoever was present in
database.
•Generating or finding new contacts in new and existing companies.
•Modifying the database according the presence or absence of that person
in company.
•After calling, mailing was one of the important steps. An introduction mail
including all the details and features of subjected conference was sent to the
pipelined contacts.
•Eliminating all those contacts that refused to take part at first instant.
•Follow up calls for knowing the interest of leads was next step.
•Short listing all those leads and companies who showed interest in our
endeavour.
•Sending our every update regarding the event through mails was an
important task.
• Next most important step was payment fulfillment by confirmed delegates
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The tasks and projects that I have worked on during my
internship can be divided into the following 5 work areas:
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1. Event Planning
2. Researching
3. Finance
4. Analyzing
5. Public Relation
DIVISION OF WORK :
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EVENT PLANNING
Searching and adding contacts to Google docs
Updating the websites and social media tools
Mailing letters to clients/ invitation letters to send out to contacts/target groups
Calling up the searched contacts/target groups to follow up
Contacting potential sponsorship partners
RESEARCHING & ANALYZING:
Social media monitoring/Observing & analyzing the use of the Social Media tools
Searching for different events information such as Venues, suppliers, caterers,
entertainment, bands etc...
Smartrail india Research Report/Taking surveys/Analyzing survey results
WORK AREAS
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PUBLIC RELATION
Writing blog articles about upcoming events
Writing emails letters and mailing it to clients
Communicating through the social media tools
Marketing Communication
Marketing and promoting the events through the social media tools/ Promotional Email
Blast (smartrail india Group/ own Databases)/ Promote and post event on list of
websites and Facebook groups
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Lead Management
Event Objectives :
1. To Target all Rail authorities and other companies related to it.
2. Tele Calling to around 3000 people
3. To generate leads about 200 people( 50 Paid Delegates & rest as a
audience & speakers.
4. To add sponsors for the event
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Delegate fee structure was as follows
No. of Delegates Standard Price
1 – 2 INR 16,000/delegate
3 – 5 INR 16,000/delegate – 10% (Discount)
6 – 7 INR 16000/delegate – 15% (Discount)
7 more INR 16000/delegate – 20% (Discount)
Generating invoice or making other arrangements for the delegate to make payment
if he/she is going for other alternative to make payment
Calculations
Number of people
Total foot fall at conference = 140 people (approximately)
Total no. of paid Delegates = 40
Total no. of esteemed guests = 55
Total no. of speakers = 20
Office staff = 25
DATA ANALYSIS
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Revenue Generation
Regestration fee per delegate = Rs. 16,000
Total revenue generated to the
company = Rs. 640,000 (40*16,000)
No. of successful lead conversions
by me = 8 delegates
Revenue Generation by me = Rs. 128000(8*16000)
Percentage revenue generated by
me = 20%
So I was able to generate enough revenue for company which helped them
achieve breakeven at early stage and company incurred noticeable amount
of profit.
RESULTS & FINDINGS
