This document provides an introduction to event management principles. It defines an event, outlines the scope and purposes of organizing events, and describes the key roles involved in event management. Specifically, it discusses the roles of event managers and technical staff, and outlines the main steps and considerations in planning, executing, and analyzing the performance of an event.

1. Principles of Event management
UNIT – 1
INTRODUCTION
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
1

2. MEANING OF EVENT
• An event can be described as a public assembly for the
purpose of celebration, education ,marketing, reunion, etc. It
is a occasion which sometimes happens or sometimes needs
to be done to organize the same.
• According to Getz, “ events are temporary occurrences, either
planned or unplanned, with finite length of time.”
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
2

3. Features of events
• Uniqueness
• Intangibility
• Ambience and service
• Labour-intensiveness
• Perishability
• Rituals and ceremony
• Personal contact and interaction
• Fixed time scale
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
3

4. Scope of event
• Commercial marketing and promotional
• Exhibitions and fairs
• festivals
• fund raising and charitable
• Government and civic
• Business events
• Entertainment, art and cultural
• Sporting
• Marketing
• Meetings and conventions
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
4

5. Purpose of organizing an event
• Brand building
• Focusing the target market
• Implementation of marketing plan
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
5

6. Brand building
• Creating awareness about new product
• Presentation of brand description to
highlight the added features
• Helping brands to survive in different
stages of product life cycle
• Helping in communicating repositioning
of brand
• Associating brands personality with
customers personality
• Image building
• Creating and building brand identity
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
6

7. Focusing target market
• Identifying and focusing the target market
• Helping in avoidance of clutter
• Enabling interactive mode of communication
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
7

8. Implementing of marketing plan
• Enabling authentic test marketing
• Enabling focused sales and
communication to capture
audience
• Increasing customer traffic in
stores
• Enabling sales promotion
• Help in relation building
• Motivating sales team
• Generate immediate sales
• Generating instant publicity
• Enabling market database
maintenance and updating
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
8

9. EVENT MANAGEMENT
• It is a process of organizing a professional and focused event for a
particular target audience. It involves visualizing concepts, planning,
budgeting, organizing and executing of events such as :
fashion shows, concerts, seminars, exhibitions wedding celebration,
theme parties, product launch, etc.
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
9

10. Features of Event Management
• Creative process
• Object oriented
• Planning and control
• Deals with all types of event
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
10

11. Process of event management
Selectingan event
Deciding the venue
Material management
delegation
communicatingwith media
eventmarketing
office management
Eventday management
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
11

12. Importance of event management
• Develops the theme of event
• Develops leadership qualities
• Enhances corporate image
• Ensures safety an d security
• Smooth execution
• Provides career opportunities
• Develop team spirit
• Encourages creativity
• Financial management
• saves time and money
• Inflow of creative ideas
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
12

13. PEOPLE INVOLVED IN EVENT
MANAGEMENT
• Decision makers
• Event manager
• Technical Staff
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
13

14. Key decision makers in managing an
event
• Event sponsor
• Event boards
• Partners
• Event director
• ESTABLISING OF POLICIES AND PROCEDURES
• Cash handling
• film policy
• Food policy
• Fund raising policy
• Sound policy
• Public safety
• Transportation
• Vendor managementMANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
14

15. EVENT MANAGER
Qualities Of An
Event Manager
• good communication
• analytical, critical thinking and
problem solving
• customer service orientation
• ability to work under pressure
• team work
• facilitation and co-operation
• good networking skills
• flexibility
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
15

16. ROLES AND RESPONSIBITITIES OF
EVENT MANAGER
• selecting an event
• choosing theme
• goal setting
• safety meetings and
inspection
• sanitation and hygiene
• preparing event record
• ON THE EVENT DAY
greet the guests, checking upon
people and activities collecting
feedback
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
16

17. Developing Record Keeping Systems
• Contact Sheet
• Responsibility Chart
• Action Sheets
• Work Package
• Checklists
• Run Sheets
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
17

18. TECHNICAL STAFF
• Venue Managers
• Stage Managers
• Lighting
• Audio Videos
Companies
• Decorators And
Florists
• Catering Companies
• Entertainers
• Front Office
• Office Managers
• Marketing And
Publicity Manager
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
18

19. Steps involved in analysis of event
Establishing
tangible objectives
Measuring
performance
Correcting
deviations
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
19

20. Critical analysis points in events
FROM THE EVENT
ORGANISER’S POINT OF VIEW
• Resource management
• Match between client’s
event – target audience and
the client’s brand image
• Logistics and efficiency
• Lead generation
• localization
FROM THE CLIENT’S POINT OF
VIEW
• Reach measurement
• Interaction measurement
(number of interactions, quality, duration)
• Quality measurement
(net buying influence, total buying plan,
average audience)
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
20

21. MANU H NATESH
DEPARTMENT OF COMMERCE AND MANAGEMENT
BMS Evening College of Arts and Commerce
manu@bmsec.ac.in
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
21