The document provides information about Essential Werkz Pte Ltd, an event planning company. It discusses their services such as event management, branding, marketing strategies and below the line activities. It also includes case studies and discussions on key aspects of event planning like creating an event brief, proposal, timeline and dividing tasks. The document offers guidance and examples on effectively planning and executing events.

1. Event Planning
and Execution Roger Wang
Managing Director
Essential Werkz Pte Ltd

2. Roger Wang
• Managing Director, Essential Werkz Pte Ltd
• 25 years of Industrial Experience; 13 of which
in Marketing and Events
• Marketing Experience includes
– Development of marketing strategies
– Market research
– Creating Break-Through Ideas
– New product development
– Branding
– Media Plans
– Marketing Planning

3. Who are we?
• Established for the last 12 years
• One-stop provider or turn-key Marketing
Solutions including BTL, Digital and Alternative
Marketing
• Constantly on the lookout for new and innovative
ways to enhance consumer experience
• Official event management and support service
company for M1 Limited (Telecommunications
Operator) and servicing 70% of the banking
institutions on various marketing initiatives in
Singapore
3

4. OUR MILESTONES
Year 2000
• Established as Essential Venture Enterprise in November 2000
• Started as a Display Consultant in the Mobile Phone Industry
Year 2001 - 2005
• Branched out as an Event & Exhibition organization and support services Specialist
• One-stop service for Exhibition & Event Management
Year 2006
• Essential Venture Enterprise Workshop started.
• Fabrication of customized showcases, counters, props.
Year 2007
• Essential Venture Enterprise designated as the official roadshow and events
management and set up company for M1 Limited.
Year 2010
• Essential Venture Enterprise upgraded its status to Essential Werkz Pte. Ltd.
• Opened Malaysia branch office, Essential Media Sdn. Bhd. 4

5. OUR SERVICES
Point of Sales Materials
• Design and Production of POSMs both new products and thematic
• Installation of POSMs
Electronic Point of Sales Materials
• Digital Signage
• Touch Screens
Branding
• Acquisition of Shop Space for Display
• Shop in Shop concept
• Design and Production of Branding Materials
Below the Line Marketing
• Events, Roadshows and Launches
• Guerilla and Viral Marketing Activities (e.g. Flash Mobs)
• Exhibitions and Conferences
IT and Web Based Marketing
• Through our business unit, Pixel Inc. 5

8. What do you need to create an event?
CREATING AN EVENT

9. What You Would Need
• Event Brief
• The Proposal
• The Checklist
• The Timeline and Key Tasks
• The Key Personnel Involved and Job Scope
• Contingency Plans
• Running Sheet
• Post Event Report
– Problems and Issues
– Evaluation

10. What does it contain and how can it help?
THE EVENT BRIEF

11. About The Event Brief
• Key Objectives / Performance Indicators
• Source of Information
• List of Requirements / Specifications
• Details of the Event

12. If you are providing the brief
• Provide as much information as possible
– May change throughout the course
• Clear and concise requirements
• Main Objective
• List of Specifications and Requirements

13. If you are receiving the brief
• Understand the brief as much as possible
• Ask questions
• Look for salient points
• Any existing campaigns/ideas/concepts?
• Any similar past events?

14. After receiving the brief
• Analyze the brief
• Conceptualize and brainstorm
• Drive home the key message using the
event

15. Case Study
8 DAYS 1000TH COVER ISSUE
LAUNCH

16. The Event Brief
• Objective: To launch the 1000th Cover
Issue of 8 Days
• Location: Iluma Bugis (now known as
Bugis+)
• Type of Event: Exhibition and Roadshow

17. The Analysis
• 8 Days is an essential Home
Entertainment Magazine
• Entertained in some point of their lives
• Reminisce about the past; Look forward to
the future

18. The Idea
• Create a Home Environment
• Showcase previous 999 covers
• Open and clean concept

19. The Event

20. The Outcome
• Visitors recalled articles in issues
• “8 Days, Your Essential Home
Entertainment Guide”
• Eyeball and Recall Factor

21. What makes it up?
THE EVENT PROPOSAL

22. Components of an Event
Proposal
• Event Analysis
– Overview
– Objective
– Requirements
– Direction
– Theme
• Venue Choices
• Visuals / Artist Impressions
• Activities / Performances / Ideas
• Timeline
• Cost
• Project Team / Track Record

23. Factors influencing the proposal
WHAT TO PROPOSE?

24. Theming your event
• Drives home key message
• Creates consistency for the event
• Higher recall factor for participants

25. Case Study
HSBC CIRQUE DE FLAMBÉ /
LG OPTIMUS BLACK &
OPTIMUS 2X LAUNCH

26. The Brief – HSBC Agency
Awards Night
• Objective: To create a Dinner and Dance
Awards presentation night
• Create a theme for the event

27. The Event

28. The Brief – LG Optimus Black
and Optimus 2X Launch
• Objective: To create a launch event for 2
new mobile phones from LG
• Create a theme to link the entire event for
the media

29. The Proposal

30. Characteristics of your Audience
• Key factor in certain decisions
• Types of Audience
– General Public
– Targeted Group
– Special Interest Groups
– Closed Door Groups
• Determines
activities, venue, programme, etc.

31. Case Study
HUAWEI MEDIA & PARTNERS’
LAUNCH

32. The Brief
• Objective: To Launch a New Series of
Devices from Huawei
• Target Audience: Media and Industry
Partners
• Number of Guests: 80

33. The Analysis
• New and Interesting Venue
• Theme to link to previous Media Event;
“We Have Arrived”
• Interesting concept and theme

34. What We Did
• Theme: “The Journey Continues with
Huawei”
• Centered around a aeroplane journey
• Selected Ion Sky as venue
– Location
– Uniqueness
– Blends with Theme

36. The Outcome
• High Recall Factor
– Past Media Event
– Existing Media Event
• Extensive coverage of event online

37. Venue Choices
• Purpose of Event
• Target Audience
• Accessibility
• Functionality / Layout
• Cost

38. Case Study
SONY ERICSSON XPERIENCE
XPERIA XCLUSIVELY MEDIA
EVENT

39. The Brief
• Objective: To launch the Sony Ericsson
Xperia Arc, Neo and Play to the Media
• Target Audience: Media Personnel
• Key Activity: To highlight the Unique
Selling Points through a memorable and
engaging event

40. The Analysis
• Needed different areas to showcase
different phones
• Ample parking spaces for media
• Location that is able to offer finger foods /
snacks and drinks

41. Venue Proposed
• House @ Dempsey
• Easily identified by media
• Different rooms available to exclusively
highlight USPs of each phone
• Ease of Crowd Control

42. What We Did
• SOHO Apartment
– Created a treasure hunt game
– Highlighted the slimness of the Xperia Arc
• Disco
– Created a photography competition
– Highlighted the low light photo taking ability of the
Xperia Neo
• Gaming Area
– Created a Head-to-Head Gaming Area
– Allowed guests to experience the Xperia Play

44. The Visuals and Activities of the Event
THE LOOK AND FEEL

45. Visuals and Artist Impressions
• Ensure look and feel is
– Suitable for Event
– Aligned to Corporate Identity
• Space and resource planning

46. Case Study
NESTLE DOLCE GUSTO
ROADSHOW

47. The Event

48. Activities / Performances / Ideas
• Emphasize the theme of the event
• Involve the Audience
– Higher recall factor

49. Case Study
LG SECRET LAUNCH

50. The Brief
• Objective: To launch the LG Secret phone
to industry partners
• Audience: Industry Partners from the
Telecommunications Industry

51. What We Did
• Centered around Secret Agents
• Planted actors with real guns amongst
Audience
• Actors pretend to hold hostage of guests
and host to hijack the phone
• Director of LG Singapore rescues the day
by killing the bad guys

53. Tools to plan and execute an event
PLANNING AND EXECUTION

54. Timeline
• Critical to the execution of Event
• Detailed milestones and deadlines
• Enables contingency and reaction time
during the run up
• Client and Vendors understand
requirements and responsibilities in detail
• Work backwards from event date

55. Case Study
M1 @ PC SHOW 2012

57. The Timeline
Date Description Person(s) Involved
8/3/2012 – Event Date All
11/3/2012
6/3/2012 – Setup Period Essential Werkz Pte Ltd
7/3/2012
2/3/2012 – Checking of Prints Essential Werkz Pte Ltd
3/3/2012
23/2/2012 Confirmation of Colour Proof All
21/2/2012 Submission of Final Artwork M1
14/2/2012 Submission of Blueprints Essential Werlz Pte Ltd
7/2/2012 Submission of all orders to Organizers Essential Werkz Pte Ltd
1/2/2012 Finalization of layout plan M1
27/1/2012 Submission of show requirements M1
16/1/2012 Project Meeting All

58. The Gantt Chart

59. Division of Tasks
• Enables clear definition of tasks, roles and
responsibilities and indicators
• Each team member has a role
• Utilizes on strength or job scope of
individual

60. Case Study
M1 TEAMBUILDING DAY

61. The Brief
• Objective: Create a Teambuilding Day
centered around Personal Grooming
• Activities:
– Personal Grooming Talk
– Shopping Trip to H&M
– Fashion Show by staff

63. Task List
No. Item Person In Charge
Pre-Event
1 Designing of visuals Creative Director
2 Engagement of Speaker Event Executive
3 Engagement of Emcee Event Executive
4 Arrangement of Transportation Project Coordinator
5 Programme Timeline Event Manager
6 Client Liaison Account Manager
Event Day
1 Time Keeper Project Coordinator
2 Speaker and Emcee Liaison Event Executive
4 Liaison for Photographer Project Coordinator
5 Liaison for Sound and Visuals Project Coordinator
6 Overall Management of Event Event Manager

64. Contingency Plans
• Ensures smooth running of event
regardless of
– Act of God
– Last Minute Changes
– Cancellations
– Unforeseen Changes to Environment
• Murphy’s Law: What will go wrong will
definitely go wrong

65. Case Study
SONY ERICSSON VIVIAZ
ACTIVATION

67. Contingency Plans
• Rain
– Take Shelter
– Execute Activation at Sheltered Areas
• Battery life
– Keep spare batteries and charger in a parked
vehicle near location
• Prevention by authorities
– Alternative locations identified

68. Programme Timeline
• Ensures event runs on time
• Ensures that performers/speakers arrive
on time
• Smooth execution of the event

69. Case Study
WONDERGIRLS / WONG LEE
HOM SHOWCASE

70. The Brief – Wondergirls
Appearances
• Objective: To schedule appearances of
Wondergirls at SingTel ComCentre, M1
Paragon, Starhub Plaza Singapura and
Iluma Bugis over a 4 hour period
• Requirements:
– Transportation
– Crowd Control
– Artist Management

71. The Brief – Lee Hom
Appearance
• Objective: To schedule a 1 day stop over
appearance at Clarke Quay, Novena
Square and Golden Village Vivocity for
movie promotion
• Requirements:
– Transportation
– Crowd Control
– Artist Management

73. Why is Timeline Important
• Showcase at various locations within a
day
– Allows control of the event
– Provides contingency plans
– Standby for arrival and departure
– Crowd Control measure
• Ensures appearances are on time
– Media Coverage
– Fans Appearance

74. Why is it important to market your own event?
MARKETING EVENTS

75. Importance of Marketing your
Event
• Lets people know about your event
• Ability to leave an impression
• Attract crowd; increase chances of
reaching key target objective

76. Do Note…..
• Bad Publicity is still Publicity
• Creates public outcry
• Negative brand impression

77. Ways to Market Events
• Social Media
– Tie in activities with social media
• Traditional Media
– Public Relations, Electronic Mailers,
Advertisements
• Smartphone / Tablet Applications

78. Public Relation Blitz
• Seals Communications
• Created media publicity to tie in with
showcase of phones at CommunicAsia
2012

80. Other Media
• News on Channel 5, Channel U and
Channel 8
• Radio Interview on Capital 95.8FM
• Articles on Today, Sin Ming Daily News,
MyPaper
• Online Articles on Today Online, Channel
News Asia Online, Cnet Asia, Associated
Press, Yahoo News, etc.

81. Effects of Public Relations Blitz
• Non-solicited coverage of phones around
the region
• Increased enquiries of phones during
CommunicAsia 2012 with enquiries
ranging from distributorship to sale

82. Smartphone / Tablet Apps
• Singapore MICE Forum 2012
• App allows participants to interact with
each other
• Interaction can carry on after event to
allow networking

83. SMF2012 App

84. Effects of App
• Participants able to interact with each
other during and after the forum
• Reduces barrier of networking
• Added incentive for event as participants
are able to network with a wider group of
people

85. Managing and Executing
DURING THE EVENT

86. Executing the Event
• Always be on your toes
• Anticipate problems before they arise
• Give solutions, not problems
• Flexibility is key
• Remember, The Show Must Go On!

87. Case Study
M1 @ PC SHOW 2009

88. The Event

89. Situations on the Ground
• Non-Fulfillment by Supplier
– Not enough manpower to complete the task
• LED Lights on Truss
– Pay for each individual light
• Rara Activation Team
– Constant change of plans
• Crowd Build Up
– Management and Crowd Control Measures

90. Post Event Review
AFTER THE EVENT

91. Problems and Issues
• Each Event = New and Unique Problems
and Issues
• Anticipate Potential Problems and Issues
• Mission Focused: The Event needs to be
completed

92. Case Study
A*STAR FAMILY DAY /
SAMSUNG GALAXY SIII
LAUNCH

94. Problems and Issues Faced
• Limited setup and recovery time
– 2 hours for setup; 1 hour for recovery
• Limited time for execution of event
– Had to be done before Universal Studios
Opens to public
• Higher than expected turn out / Venue did
not restrict entry
– Created bottle neck at redemption

95. Resolution
• Increased manpower to cope with limited
time
• Stopped Redemption before event
– Created new redemption area away from
venue
• Assistance from venue for crowd control

96. The Event

97. Problems Faced
• Renovations reduced space for queue
• Staircase to shop was hoarded up the day
before event
• Event was held during mall operating
hours
• Higher than expected crowd turn out

98. Resolutions
• Worked around reduced space
• Stopped escalators and used it as access
to shop
• Minimized inconvenience to shoppers and
tenants during operating hours
• Got assistance from mall security for
crowd management

99. Evaluation of the Event
• Objective Achieved?
• Different forms of measures
– Sales
– Brand Awareness
– Recall Factor
• What tools to measure?
– Especially for intangible returns

100. Case Study
THE SONY XPERIA WAGON

101. The Event

102. How was the Event Evaluated
• Created a contest on Facebook
• Determined by number of entries of
contest
• Media Scanning
• Response from the ground during
activation

103. THANK YOU
For further enquiries or clarifications, please call:
105 TAMPINES ROAD #04-05/06 WING TAI INDUSTRIAL CENTRE SINGAPORE 535127
TEL: +65 6289 8852 FAX: +65 6289 5546
http://www.essentialwerkz.com
Roger Wang +65 9858 1232(HP)  roger@essentialwerkz.com
103
This proposal and all its contents are strictly private and confidential. All information and views expressed
are property of Essential Werkz Pte Ltd. No part of this proposal may be replicated or disclosed without the