Animecon Event Guide

EVENT ADVICE
ANIMECON
MILES VAN LEIJENHORST & TI YUMI PIETERS T5A

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A
Page2
TABLE OF CONTENT
CHAPTER PAGE
1. Introduction………………………………………………………………..3
2. Summary of the Analysis………….…………………………………….4
3. SMART goals………………………………………………………….....5
4. Activities…………..………………………………………………………6
5. Planning & Budget..…………..………………………………………...11
6. Evaluation ……………………………………………..………………...12

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INTRODUCTION
This event advice will be about improving next year’s event, Animecon (2016).
In this advice you will find the summary of the event analysis on the event (Animecon
2015), in which the event will be described and the activities of the event, the target
groups, the visitors count and parties involved will be mentioned aswell.
After the summary there will be three SMART Goals, along with the five activities,
explained and worked out.
The planning and budget will be shown after the activities for the SMART Goals, and
last but not least, the evaluation on this project.

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SUMMARY OF THE ANALYSIS
Activities
Animecon is an event, started out as a combination of three different groups of
people, but now held by the two remaining groups Dutch Anime Society and
Workgroup Holland. It is a multi-day, aesthetic event with a primary focus on anime,
manga and Japanese culture. It’s all about what things look like and how they are
experienced. But it’s also about entertaining people, by having different activities and
panels (workshops, foodcourts, concerts, the dealer room, cosplay competitions,
etc.).
Target Groups
Animecon’s target groups are people of all ages and who are interested in anime and
Japanese culture.
A lot of the special guests tend to attract people to visit the event, such as the
band(s) which will be performing, famous cosplayers and other guests.
You can attend this event regardless age or gender. “As long as you are willing to
obey the house-rules of the event, you’re welcome.”, is what one of the organizers
who was walking around, taking pictures with people, told me.
Visitors count
The amount of visitors has grown a lot throughout the years, the very first Animecon
(‘Famicon’) only has 32 visitors and more people started visiting the event every year.
This year’s visitors count : Friday - 3.600, Saturday - 5.300, Sunday - 3.900 i.e.
approximately 12.700 visits over three days by more than 6.600 unique visitors.
Parties involved
This event has a lot of parties involved, such as the stalls in the Dealer Room (selling
room). A list of some of the stalls of this year’s Dealer Room:
 Achucha GbR
 ANIMEIMPORT
 Animere
 Animeshop Alexander Cai
 Aniway
 Archonia
 Bandai Nameo

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SMART GOALS
SALES
We want to increase the revenue with 25% on all three days, during next year’s
event., compared to the event of 2015.
AWARENESS
We want 30% of the people who are interested in the Japanese culture and Anime, in
the whole of The Netherlands, to know about this event and get more people to
attend it.
CUSTOMER SATISFACTION
We want 60% of the visitors to rate the event an 8 on a scale of 1 to 10, after the
event has ended, on all three days during next year’s event (June 10th
,11th
& 12th
).

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ACTIVITIES
SALES
Planned activity
Our first activity to increase our revenue with 25% is to hold a 5% off on the tickets,
during the first two weeks of the ticket sale.
How the 5% off during the first two weeks of the ticket sale will go :
During the first two weeks, a lot of people will want to buy tickets, probably more than
one, so it will be more attractive to buy multiple tickets. Which will increase our sales
and revenue.
Promotion :
This will be promoted through social media, such as Facebook, Instagram, Twitter, e-
mails to Animecon subscribers and on the Animecon website. Flyers handed out at
manga & comic stores, promoters spreading word of mouth promotion and posters at
stores and Asian restaurants.
Place :
This will be held on the internet (social media) and stores and restaurants across the
Netherlands.

Page7
SALES
Planned activity
Our second activity to increase our revenue with 25% is to sell exclusive
ANIMECON merchandise during the whole event. The products we sell are unique
ANIMECON T-Shirts, Caps, Tote Bags and Wrist Bands. The merchandise will be
sold for three days 10 hours a day. It will cost 50 euros to get someone to make a
design for those four things. To get the products and the design printed on the
products it will cost a total of €28.280 and for all 8000 products there will be a €77
shipping cost.
Promotion :
The merchandise will be promoted inside the event itself with banners and signs that
show where you can buy them inside the event. Some of the merchandise will also
be shown on the ANIMECON flyers. And people wear the merchandise and other
people see them they might want to get something as well so that will promote the
merchandise too.
Place :
The T-Shirts, Caps, Tote Bags and Wrist Bands will be sold at a big booth inside the
event where four employees will sell the merchandise and they will be paid 8 euros
per hour.
Budget:
Products Startup buy-in
costs
Price to customer Revenu
3000 T-Shirts €6,05x3000 =
€18150
€14,99 per T-Shirt €14,99x3000 =
€44970
3000 Caps €1,99x3000 =
€5970
€19,99 per Cap €19,99x3000 =
€59970
1000 Tote Bags €2,45x1000 =
€2450
€4,99 per Tote
Bag
€4,99x1000 =
€4990
1000 Wrist Bands €0,75x1000= €750 €1,99 per Wrist
Band
€1,99x1000 =
€1990
Four Employees
(30 work hours
per employee)
€8x4x30 = €960
The total revenue if all merchandise is sold out = €111.920
Total costs = €28.280 + €50 + €77 = €28407

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AWARENESS
We want 30% of the people who are interested in the Japanese culture and Anime,
to know about this event and get more people to attend it.
Planned activity
Our activity to increase awareness is to spread flyers in big cities to promote the
event and give information about it.
This way people that walk around the city can get to know what the event is about,
see if they like it and get enough information about the event. The people that are
hired to hand out the flyers will go from city to city in the Netherlands for 12 days and
they will wear costumes from famous Anime's and Manga's and they will be paid 6,88
per hour. The design for the flyers will be made for €30 and the shipping costs for the
flyers are €22.
Place :
The flyers will be handed out in 6 cities 2 days per city. They will be spread in these 6
cities because these are the biggest cities in the Netherlands:
 The Hague
 Amsterdam
 Tilburg
 Utrecht
 Rotterdam
 Eindhoven
Budget :
5000 flyers (per
day)
€39,95x12 =
€479,40
Two employees
per day (6 hours
per day)
2x6x12x€6,88 =
€990,72
Costumes €59,99x2
=€199,98
Travel costs (per
city)
6x€19,99 =
€119,94
The total costs are €1.790,04 + €30 + €22= €1.842,04

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,11th
& 12th
).
Planned activity
Our first activity to increase the customer satisfaction, is to hold multiple courses
for the Animecon staff (incl. volunteers).
The staff will be thought more about being customer friendly, working together as a
team and being able to help the visitors with their questions, needs or in an
emergency.
The courses will consist of:
 Doing activities, working as a team
 Practice on how to help visitors with their questions and needs (and ofcourse
on how to be and stay costumer friendly)
 First-aid courses, in case any emergencies happen during the event
Promotion :
These courses will be promoted within the Animecon staff community. Animecon will
be sending their staff information about these courses through e-mail and social
media (a staff group on Facebook). There will also be folders handed out to staff-
members at meetings and through mail.
Place
The training-courses for the Animecon staff-members will be held at the World
Forum, in The Hague, once a month, for a year total (July 2015 until June
2016). Drinks (,bottles of water and sodas,) and foods (,sandwiches, snacks and
fruits) will also be available at the courses during lunch breaks.
There will be a different trainings-coach, each two months. Each coach will be paid
€60 an hour, per course. Every course will take about 7 hours. Renting the space will
cost about €490 per day.
Budget :
Per course Per coach Total
Coaches 60x7= €420 per
coach/per course
420x2= €840 per
coach (2 courses)
840x6= €5.040
all coaches
Rent (space) €490 per
day/course
- 490x12= €5.880
rent total (1 year)
5.040+5.880=
€10.920 TOTAL

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,11th
& 12th
).
Planned activity
Our second activity to increase the customer satisfaction, is to hold activities during
the event, chosen by the Animecon community/visitors.
How these activities will be chosen:
 Polls will be held on the Animecon Facebook page and their official website
( www.animecon.nl ).
 The polls will consist of the following options:
 Anime related card games
 Dance workshop
 Cooking workshop
 Performances (which bands/artists etc.)
 Photoshoots
 The Animecon community/visitors will be able to vote for two of the listed
options above, for a total of three months. Starting November 2015, until the
end of January 2016.
 After those three months, the Animecon staff will pick the most wanted
activities and organize them as carefully and nice, as possible.
By giving the visitors the opportunity to choose the activities they would be most
interested in to visit at the event, and by organizing these activities as good as
possible will increase the customer satisfaction, because they get to help making the
event more attractive to the visitors and they will have a better time participating in
activities they prefer, than when they don’t seem to find an activity they are interested
in.
Promotion :
This will be promoted through social-media (Facebook, Instagram and Twitter), e-
mails to Animecon subscribers and word of mouth promotion.
Place :
These polls and promotion will be held on Animecon’s official Facebook page and
website ( www.animecon.nl ), their other social networks (, such as Twitter and
Instagram) and word of mouth promotion.

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PLANNING & BUDGET
DATE OBJECTIVE ACTIVITY COSTS
3 November – 17
November 2015
SALES Ticket Sale 5% X
10,11,12 June
2016
SALES Merchandise €28.407
3 November – 17
November 2015
AWARENESS Flyers €1.842,04
July 2015 – June
2016
CUSTOMER
SATISFACTION
Staff Courses €10.920
31 November
2015 – 31
January
CUSTOMER
SATISFACTION
Activity Polls X
Product/Service Costs
Product Design €50
3000 Printed T-Shirts €18150
3000 Printed Caps €5970
1000 Printed Tote Bags €2450
1000 Printed Wrist Bands €750
Product Shipping €77
Four Merch Employees (30 work hours
per employee)
€960
Flyer Design €30
Flyer Shipping €22
5000 Printed Flyers x 12 days = 60000
flyers
€479,40
Two Employees (72 hours) €990,72
Employees Costumes €199,98
Travel Costs €119,94
Staff Training Coaches €5.040
Rent (Space) €5.880
TOTAL COSTS €41,169.04

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EVALUATION
On November 3rd
2015, the ticket sale will start online, these will be available on
www.tickets.animecon.nl. Whole weekend tickets, only Saturday tickets and only
Sunday tickets will have 5% off, per ticket. This deal will be starting on November 3rd
2015, ending November 17th
2015.
After November 17th
, the ticket prices will go up by 5%, until January 31st
. Ticket
prices of February 1st
2016, until June 12th
2016, will go up by 10%.
So at the end of every day (June 10th
, 11th
and 12th
), we will check the amount of
sales we made and compare them to sales of the event of 2015, to see if we reached
our goals. At the end of the entire event (incl. all three days), we will accumulate all
costs and we will know for certain.
An online survey will be held (, from January 1st
to April 29th
,) and spread before the
event will be taken place, to see how many people who are interested in Japanese
culture and Anime, and to see how many of them will be interested in visiting
Animecon. We want to reach 30% of a total of 100.000 people in The Netherlands, to
take this survey. These results will be checked on the first three days of May 2016, to
see if we reached our goals.
At the end of every day the event will be held, Friday June 10th
to Sunday June 12th
,
a survey will be handed out to the visitors to see if they were satisfied on how they
experienced the event. This survey will also be available online, send through e-mail
to the people who bought tickets for the day of the survey. The results will be
checked on June 15th
2016, three days after the final day of the event, to see if we
reached our goal of a rate of 8 on a scale of 1 to 10, by 60% of the visitors.

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