Event Management

Key needs for events

No events can be successfully completed without interaction and inputs from the six key elements of
events such as event infrastructure ,target audience,clients, event organizers ,venue & the media.

ORGANISOR

CLIENT VENUE

EVENT

TARGET
MEDIA
AUDIENCE

EVENT INFRA
STRUCTURE

Event Infrastructure : Essential elements without which there cannot be any event. These essential
elements are core concept ,core people,core talent and core structure.

Core Concept Is the term that can be used to define the fundamental evolution of the various major
categories of events. The core concept of an event is like a root of a tree that generates the energy and
lays down the base for the type of tree that shall grow. An entire event can be built on each of the
event categories.

Core People : These are the people who are performing action or participating in the process of
influencing the audience to create a desired impact in terms of a favorable position for the clients brand
in the audiences mind. When the event gets underway these are the people who hold sway (control)
and take the center stage.The audience come to experience the expertise or knowledge of such core
people and to have an opportunity to interact with them.

Core Talent: In every event category ,the core people are required to have a specific expertise
reputation or knowledge. It is the core talent that attracts and influence the audience.

In a music concert ,the type of audience that are attracted to the event depend on the talent of the
performer .The core talent therefore helps in creating variations in any event category. For example in
music whether the event is a classical music concert or a pop music concert, depends on the type of
instrument and the music being played .

Core Structure : The presence of formal or informal organization to manage the event category as a
whole is important to make it lucrative from its marketing point of view. Depends upon the degree to
which the event category is structured the requirements of management and marketing of event may
vary.

The more formal and structured it is the more lucrative that event category becomes, since it becomes
easier to manage and market. By more formal and structure , we mean that there is a proper
organizational structure in which roles and responsibilities are clearly assigned to different members of
the organization along with proper delegation of authority to carry these roles.

Target Audience:- Is the customer groups who form the focus of events. The actual event design varies
with the demographic profile of the target audience .It is from these criteria that the event gets its
image and budget .

Therefore starting from the initial conceptualization (idea of something) to carrying out of the event the
entire process takes into consideration the characteristics and the behavior of the target customer
groups. Every marketing activity is essentially customer based depending on the client marketing
requirement.

Clients are the people or organizations who act as sponsors at any event. They sponsor events because
they use events as a more effective marketing communication. They provide funds that either fully or
partially subsidize an event to make it affordable for the target audience .Corporate clients can be either
event savvy or may need to be educated about the uses and benefits of events as a strategic marketing
communications tool. For extracting higher value from the event , clients also have to actively involve
themselves with the event activities. Right from the briefing to the actual execution of the event , clients
also need to be on there toes. When the clients decide to use events as a marketing communication tool
they should do the following.

a) Set objectives for the event

b) Is it the right event
c) Negotiating contracts with event organizers
d) Locating interaction points, banners, displays
e) Preparing the company ‘s staff for the event
f) Post event follow up

Event Organizers : Event organizing is a business preposition .Event organizers could be a division of
an advertising agency & professional event organizing company. The need for event organizers is
increasing mainly because of the four reasons.

1) Event business requires physical presence of various professionals.

2) Dealing with legal hassles such as permissions to be taken from government agencies.
 3) Networking with media , facilities providers & suppliers
4) The immense amount of experience in organizing specific events ,that the clients may never
have.

The event organizers should keep the following points in mind while formulating their strategy.

1) Targeting clients It is important that the event organizer focus on particular clients.
2) Selecting event categories to serve:- Because of the varied characteristics of each event category
,selecting a right portfolio of event categories is a must.
3) Selecting & Contracting are with other key elements:- It is equally important that the right mix
of other key elements is not only decided but also contracted for availability and fixation of rates
well in advance. The organizer should seriously focus on talent management since it is the artist
, the sports person , the performer who provide a face to the event and forms a core around
which the concept revolves.
4) Marketing Intelligence & information system;- market research is necessary for a detailed
survey on the target audience profile. The profile is required for pricing decisions for the event
as well as timing & pricing of tickets if the event is a ticketed show.

Venue A venue is the site at a desired location with the required audience capacity and available
for a specific time period the event concept shall be carried out. The best example is the sports
arena. Separate stadium are built for cricket,hockey, football,basketball eden garden in Calcutta.It is
well known fact that sports attract the most cash in terms of sponsorship as well as ticket sales
.Though the returns vary from sport to sport and game to game.

Musical night on a sports ground may not be able to exploit the entire available seating capacity
of the stadium. In a music concert ,the type of audience that are attracted to the event depend on
the talent of the performer. The core talent therefore helps in creating variations in any event
category. For example in music whether the event is a classical music concert or a pop music concert
, depends on the type of instrument and the music being played. Core structure:- the presence of
formal or informal organization to manage the event category as a whole is important to make it
lucrative from its marketing point of view. Depends upon the degree to which the event category is
structured the requirements of managements and marketing of event may vary. The more formal
and structured it is the more lucrative that event category becomes ,since it becomes easier to
manage and market.By more formal and structured ,we mean that there is a proper organizational
structure in which roles and responsibilities are clearly assigned to different members of the
organization along with proper delegation of authority to carry these roles.

Target Audience Is the customer groups who form the focus of events. The actual event design
varies with the demographic profile of the target audience as well as the number of targeted
audience .It is from these cri teria that the event gets its image and budget.

Therefore starting from the initial conceptualization to the carrying out of the event the entire
process takes into consideration the characteristics and the behavior of the target customer groups.
 Every marketing activity is essentially customer based depending on the clients marketing
requirements.

Product launch

1) The type of events range from new film to new film to new car releases.
2) These events are usually very elaborate , expensive events.
3) Good food ,beverage ,entertainment and decoration are standard fare.
4) All designed to attract maximum media coverage
5) Periodically companies present news conferences
6) These also represent potential catering business.

Seminars If an event is expected to last one day or more the company usually will want to hold it at
a place where food and beverage are readily available .the typical hotel fulfills this requirement
.Further more the hotel may be able to provide the necessary equipment that most companies will
not have in house

Sales meet

1) Sales meet are held periodically .

2) Another advantage of this market segment is the general level of professional ism that exists
among those who plan and organize their events.
3) These persons tend to know exactly what they want
4) They also are in business and so they can understand and appreciate the hotel catering
departments capabilities and problems much better than can say a family reunion organizer.
Media campaign for events

The media campaign for events has 3 stages

1. Pre event
2. During the event
3. Post event
Pre event media involves informing the target audience and is essentially advertising in its
genuine sense.
Press release and conference also can be pre event activity.
Live coverage and reporting of an event is possible on media such as radio, tv and the internet.
This increases the reach as well as participation in the actual proceedings of the event through
remote means.
Depending on the capability of the telecommunications network even instant feed back can be
obtained during a live coverage to further enhance the productivity from the event in terms of
reach and interaction .
Post –event media coverage involves reporting of the success to reap the post event benefits is
the common phenomenon.
This is achieved by arranging press conferences ,interview ,reviews and participation in talk
shows by the celebrities or core talent involved in the event.
Benefits that media can derive out of events
Media elements needs to advertise its presence and reach to create a certain image among the
various segments of market.
By associating with an event designed for a particular target audience .The media elements get
the benefits of the brand association for focused advertising.
Venue
In house venue :- Any event that is executed within the premises of the company or institution
or in private homes or properties belonging to the client is called an in house venue.
Large corporate and institutions usually have conference rooms ,halls or open spaces within
their companies and their campuses where events can be held. These can be indoors or
outdoors and the advantage is the huge saving in the cost incurred in hiring the venue.
External venue:- any event over which neither the client nor the professional event organizers
have any ownership rights is called an external venue.
These venues are open for the general public and any one can rent these venues. Hotels have
halls & rooms specifically meant for specific occasion and events.
Constraints by the lack of such a facility in house would require external venues. Some venue
are venue driven Ex amusement parks such as Essel World in Mumbai & Appu Ghar in Delhi.A
mutual understanding between the event organizers and the venue management is very
essential given the important role that the venue plays in th execution of the event concept.
Media :- Media is that event specific communication mix designed to act as the front end for
the event to first inform. These also comprise of live and post event coverage for those who for
some reasons such as affordability, time and security constraints could not attend it.
In advertising the term medium implies a medium for carrying the message or communication
and sometimes the medium itself is the message whereas in events media is used for achieving
the reach and increasing the impact of an event.
Event Management Services Include
1. Venue Selection & Coordination Catering ,Audio Visual.
2. List development & generation
3.Event marketing direct mail invitation-design, printing& distribution.
4.Email splash- design & distribution
5. Courtesy reminder calls
6. Real time web reporting of registrants & confirmations
7. Promotional fulfillment
8. Presentation material management
9. On site coordination
10. Name badges
11. Post campaign follow up .