UNIT 1

INTRODUCTION TO
EVENT MANAGEMENT

INTRODUCTION TO EVENT MANAGEMENT

Events and occasions are an integral part of human life. Events are happening everywhere.
Every day we hear of events happening, all over the world. We simply cannot bypass them
as they t ouch almost all aspects of our social and economic aspects. And what’s more, all of
us have been a part of these events from time to time.

We have all heard of planned events such as weddings, birthday parties, anniversaries etc.
There are the much publicized political events such as Republic Day parade, Victory
Speeches, or likewise we hear of religious events that attract big gatherings such as the
Kumbh Mela which is regarded as the largest congregation of masses.In the sphere of work,
there are annual general meetings, exhibitions, marketing campaigns, conferences, product
launches and brand development activities. Other events such as fashion shows, cultural
programs, talent hunt shows, promotional campaigns, religious gatherings and so on also are
events that we come across in our daily lives.

Conducting events is not an easy task. It involves the tireless effort of an organized group,
who put in their effort and creative talent to make these events memorable and successful.
The persons who indulge in managing and organizing events are termed as event managers
or the event organizers.

Event management which aim at a smooth conduct of events is a multifaceted activity. Major
constituents of this profile include creativity, meticulous planning, relationship management,
advertising and marketing and much more, all rolled into one seamlessly choreographed
process. However in order to understand the role played by event managers, we should first
understand the term Events. To offer a simplified outlook, we would state the events could
mean the consideration of the following aspects of events::
E- Entertainment (event includes entertainment involving fun, games and information)
V- Venue (Place for conducting the event successfully)
E- Equipment (Technical and non technical equipment used to run the show successfully)
N- News (News about the new product, movies, activities and offers which going to take
place)
T- Team (Event is a team work, group of individuals taking different responsibility to make it
successful)
S- Strategy (different strategy used like financial, marketing, technical and human resources)

Meaning:Tracing the history of events would entail the history of mankind, an event in its
universal and literal form means an occasion when something happens or something needs to
be done to organize the same.Events are attracting worldwide attention and at the same time
getting corporatized. Events have proved to be a versatile marketing communication tool
since they can be customized to cater to the needs of the industry and form an integral part of
the modern day marketing . However there are events that aim at spreading awareness or
events that do not carry a financial or marketing motive.

MEANING:

The term events synonyms are occurrences, happening, incident, occasion, experience. All
these terms signify that events are occasions that occur on its own, At times, events can also
be termed as a planned activity directed towards attainment of a defined goal or objective.

Definition: According to Philip Kotler, Events are defined as “Occurrences designed to

communicate particular messages to target audience”.

Events can also be defined as something noteworthy that happens according to a set plan
involving networking of a multi media package thereby achieving the client’s objective and
3justifying their need of associating with events.

A comprehensive multimedia definition states that an event is a multimedia package carried

out with a pre-conceived concept, customized or modified to achieve the clients’ objective of
reaching out and suitably influencing the sharply defined, specially gathered target audience
by providing a complete sensual experience and an avenue for two way interaction.
It is evident therefore that an event is a package so organized to provide reach and live
interaction between the target audience and the company and have been also termed as
Experiential Marketing. As we discussed earlier events can also be planned activities through
organized effort for achievement of a social or nonprofit oriented objective.
Event may refer to the following:
 An observable occurrence, phenomenon or an extraordinary occurrence or a type
of gathering
 A ceremony in the form of marriages,anniversaries
 A competition such as a , quiz competitionA convention (meeting), also known as a
conference, whether official or unofficial
 A happening, a performance or situation meant to be considered as art or for
promotion of crafts and creativity
 A festival involving music,dance,drama,theatre
 A media event that attracts coverage by mass media
 A party or a social gathering (including business gathering or staff party)
 A sports event
 A corporate or business function, a profit driven event meant to raise awareness or
promotion of a company's brand and/or products and services
 A non profit driven event intended to create awareness and involves social
responsibility.

Implications:

 An event is an observable occurrence

 It can be designed to achieve certain goals
 It can also be termed as experiential marketing
 It is objective oriented
 It provides an avenue for interaction
 Events are a worldwide phenomena
 Events are gaining worldwide attention and recognition
 The objective of events may not always be profit generation.

Characteristics of Events:
1. Events offer a “once in a life “ experience as the events entail a unique
experience
2. Events are aimed at fulfillment of certain aims and objectives.
3. As compared to Projects, events generally have a shorter life span as they are
specific occurrences designed to meet certain objectives.
4. Events involve a substantial and a huge requirement of funds and management
of the scarce resources.
5. It requires Judicious Planning of activities, people and other resources.
6. Undoubtedly, events involve facing an environment of risks and uncertainties.
7. Events involve the important managerial functions such as planning,
organizing, co-ordination, staffing reporting budgeting forecasting and
direction.
 EVENTS –OVERVIEW

EVENT

REACH LIVE INTERACTION

RIGHT COMMUNCICATION WITH THE CLIENT LIVE AUDIENCE DESIRED IMPACT

Categories of Events:

The competitive threats posed by globalization are forcing business owners to engage in
innovative ways to engage their customers. In fact, there are very few events that cannot be
used for a marketing purpose, as all communicate something to the target audience. Events
can be used to perform a number of marketing functions; for example, communication,
relationship and loyalty building, database compilation, targeting, brand enhancement, and
promotion.Following are the categories of events. They are as follows:

Political Events

Political events include a function initiated and organized by a political organization or political
candidate exclusively to advance and promote political purposes or political candidate. A
"political rally" is a gathering at which people of similar political beliefs listen to speakers or
musicians. Political rallies are often high energy events that are used to raise morale and
support. For instance - the Republican candidate for the Senate seat in the state of Minnesota
holds a "rally". The race is a close one, so high-profile Republicans (including let's say, for
example, Mitt Romney) fly in to speak at the event to raise support and awareness for the
Republican Senate candidate. It could also mean an event hosted for a political victory
speech.

Religious Events
 Religious events are conducted to provoke the religious sentiments of the people and
reinforce the belief systems and mark solidarity towards one’s very own religion and
religious practices, handed over by the ancestors. Kumbha Mela has gained international
fame as "the world's most massive act of faith." Pilgrims come to this holy event with such
tremendous faith and in such overwhelming numbers that it boggles the mind. Faith is the
most important thing for the pilgrims at Kumbha Mela, they have an "unflinching trust in
something sublime". Some arrive on overcrowded trains carrying five times their normal
capacity. Some come by bus, by car, some by ox drawn carts, and others ride on horses,
camels, and even elephants. The rich and famous charter private planes and helicopters, while
the less affluent came on foot carrying their bed rolls and camping equipment in heavy
bundles on their heads. Wave after wave, they form a veritable river of humanity that flows
onto the banks of the Ganges at Allahabad to celebrate the greatest spiritual festival and the
foot fall includes participants from all over the world.Social Events:

Man is a social being. Social gatherings have been in vogue from time immemorial. In a
world of texting, instant messaging, and emailing, the tradition of holiday gatherings fall by
the wayside. A social gathering is generally a large gathering organized to celebrate major
life events and religious ceremonies. Common social events include: anniversaries, weddings,
birthdays, and bar/bat mitzvahs. However the advantages of social gatherings are numerous
and still hold value. Weddings, Anniversaries, and other social gatherings are popular in
Indian society. A social gathering or party, sometimes of a ceremonial nature can be
classified as a social event. A gala is a large scale dinner gathering or party that often
includes entertainment and/or awards ceremonies following dinner. Receptions are often
informal, and attendees will usually stand up and socialize rather than sit down at a table.
Weddings and other social events, receptions are informal celebrations or gatherings that
follow a more formal ceremony. La Tomatina is a food fight festival held on the last
Wednesday of August each year in the town of Bunol near to Valencia in Spain. Thousands
of people make their way from all corners of the world to fight in this 'World's Biggest Food
Fight' where more than one hundred metric tons of over-ripe tomatoes are thrown in the
streets. More than 40,000 to 50,000 persons gang up during such events.

Networking Events:
Networking is the process of intentionally meeting people, making contacts, and forming
relationships in the hope of gaining access to such business-related benefits as career advice,
job leads, business referrals, useful information and ideas, and emotional support. For
example, a small business owner's network might include clients, vendors, fellow members of
trade or professional associations, bankers, accountants, professors at a local business school,
friends who are employed in similar industries, and other small business owners. Ideally,
networks serve both social and business functions and are mutually beneficial for their
members. The relationships formed in networking help people create a larger world for
themselves, with a variety of new relationships, opportunities, and resources.
Networking events can run from informal schmooze and booze affairs at a local bar to fully
fledged galas complete with an open bar. It aims at attempting to build one or more
relationships; foe self actualization or for establishing a connect for enlarging business
activities. Its an event where exchange of ideas takes place. An example is the business
networking event organized in a community by its chamber of commerce. Networking
events are common practice within professional organizations, which may also link up with
other bodies to stage a joint event. Business networking has received a tremendous boost in
the recent times. There are networking sites such as LinkedIn. However an event creates a
different and a unique impact informing long lasting relationships.

Entertainment Event: There are many forms of entertainment. One could watch a movie or
visit a mall. However Entertainment industry conducts its events on a large scale and invites
word wide attention. The Cannes film festival paying homage to 100 years of Indian cinema
is one such event. One of the buzz words for television is to “eventize” programs, from live
sports to live Broadway musicals and live awards shows. These live television events can
evoke comments from viewers on social media to drive ratings. Similar to other successful
genres, you can also expect the networks to capitalize on the current popularity by scheduling
more live awards shows on television in the future. Next season. Ultimately, though it is the
viewers that will determine what constitutes an event on television and its viewership after all
there is only one Oscar telecast, one Grammy Awards Show and one Golden Globes.

Awareness Events: Certain events are indented to create awareness among the general
public. They may be in the form of mass campaigns or drives and are intended for the
common good of the people. One such event was the gay pride march that was initiated by
the corporate in Bangalore. The Bengaluru Queer Habba is not just the festival of gender and
sexual diversity, but it also a festival of pride, love, anticipation, equality and of course of a
lot of treasured moments-past and present. The pride creates visibility and thus creates
awareness among people regarding pressing issues like equality in the spheres of identity and
sexual orientation.

The number of supporters included Gays, Lesbians, Bisexuals, Transgenders, Intersex,

Asexual, Pansexual, Hijra, Kothi and other Queer people were marching with the music beats
asking for respect and equality. There were many straight-allies and corporate groups like
Google, Goldmansachs and IBM who participated in this Habba. This event is yet another
way of fighting discrimination and striving for self-affirmation and acceptance in a globally
diverse city like Bangalore. This march saw a large number of younger people, indicating that
the growing generation is turning out to be more comfortable with their sexual and gender
identities. Another good example of social responsivility could be the Go Green Events etc.

Crafts and Creativity Events:

A fair is a trade show or expo organized for the purpose of exhibiting arts and crafts,
industrial products and agricultural products, but more local and on a smaller scale. At times
these events are also used to sell products designed and made by the physically challenged.
India is a country with boasts of its handicrafts industries. Such events showcase the natural
talents of the nation and help showcase and display the variety of products, produced
generally be the rural sector. For example the Denver Mart show which help you experience
the opportunity to admire and buy beautifully handcrafted arts and crafts at the premier juries
show. It helps you discover unique, one-of-a-kind merchandise that can be marketed for a
social cause. Such events, features a blend of contemporary, traditional and unique Rocky
Mountain Regional artwork including jewelry, woodworking, pottery, glass, paintings,
metalwork and much more.
Sports Events

An event conducted to promote the sports activities which include cricket , hockey, football,
basket ball, karate etc. is called a sports event. It improves the relationship between nations
as countries participate in international sports meet. The sports events cause a high
viewership and also aid in improving and strengthening political relationships amongst
nations.

Trade activities receive a makeover and the countries are able to generate revenue through
such events. The increasing popularity of sports have caused a rich culmination and
interchange of culture ,lifestyle and resources.The US Open Tennis Championships is the
highest attended annual sporting event in the world. It is the final grand slam event of the
tennis season and takes place in the last week of August and the first week of September in
New York City. The US Open is the biggest revenue earner for the United States Tennis
Association, the governing body for the sport in America. Sport is now being recognized as
being part of the entertainment industry thus attracting fans from the all corners of the globe

Educative/Academic events- This is an event where students, academics and representatives

from companies meet and discuss topics related to education. The goal is to approach the
positions of the three stakeholders in education through the exchange of opinions and
experience.

Seminars for career counseling, mentoring programs and higher educational programs have
gained significant importance. A graduation program at colleges can be an example of such
events. (IIM Indore) hosts its Annual Convocation for witnessing the convocation
ceremony with eminent dignitaries of the industry and society drawn together in an engaging
alliance.

The convocation is held each year to confer the title of the Fellow of Indian Institute of
Management Indore for its various academic programs.

Business Events:

A variety of events are hosted by the corporate too. Corporate generally host events in
the form of meetings, conventions, workshops, seminars, presentations etc.
While the term “Board Meeting” technically means a gathering of a company or
organization’s board of directors, to us a board meeting really is a gathering of decision
makers. At this gathering, important facts are presented and decisions are made as to the best
course of action to take in the future . At a convention or conference, breakout sessions are
meetings (workshops, seminars, or presentations) intended for small groups. These meetings
can be held in smaller meeting rooms within a convention center or hotel as well as off-site
meeting and boardrooms. Formal celebrations are organized by a company or organization to
celebrate achievements within the organization and to boost employee and member morale.
They may be in the form of Business Dinners or Banquets.

International Events:
 International events are events that draw national and international audience. International
events aid in improving relationships among nations. Off late our country has started getting
more and more media coverage and recognition abroad. Further, the cine industry has started
hosting mega annual events at international venues. This has greatly improved the scope for
people engaged in the event management industry to try their luck in international market.

Professionals in this field also get the opportunity to showcase their talent at international
events where delegates from our country participate in cultural festivals and exchange
programs, trade shows, conferences, exhibitions, corporate events and so on.

Promotional Events: Promotional events can help elevate your business above your
competition. Your promotional event's creative theme and the fact that you’re holding an
event set your business apart from your competitors. Introducing a new product in the
market, advertising etc would require promotional campaigns. Nowadays more and more
companies resort to conducting events for creating awareness and popularizing their products
and services.

Modern day business houses do not rely on traditional media for generating publicity as much
as they depend on events to establish business relationships with their clients through live
interface and communication.

Essential skills:

The very basic qualification to get into the realm of event management is to be a graduate in
any discipline. Event management courses aim at training individuals for carrying out events
successfully. However, one must possess certain traits that would help you go a long way.
The event industry poses several challenges to the event manager. Therefore one must
acquire certain skills to be able to excel in this field . Certain skills to be possessed by the
event organizers are as follows:

Essential skills include:

 Public Relations: to manage clients, their agents and a vast gamut of professionals
you would meet in the line of your profession
 Creativity:from the germ of the concept to manage an occasion to its final delivery
 Marketing skills: to sell your idea to your clients in order to make their events
memorable
 Analytic ability: one must have the knack to solve all sorts of problems and even
have the foresight to anticipate unforeseen issues
 Organizational skills: to carefully plan for tasks for self and for the entire team
 Networking skills: this industry thrives on the shoulders of personal networking and
you must have the ability to utilize it and expand it in your favor
 Management skills: ability to –plan,organize,staff,direct and supervise and control.

Functional Areas in Event Management:

An organization that is into event management business offers numerous functional positions
. The following are some of the departments in a typical event managing company:

 Public Relations – managing a vast gamut of people ranging from clients, artists,
stage performers, government officials, public and so on
 Promotion and Marketing – for promoting the sale of products and services of the
organization and marketing to achieve highest turnover.
 Brand Development – a talent pool that is responsible for managing client
requirements pertaining to brand restructuring and brand repositioning .
 Designing – team of creative people who visualize and then prepare design layouts for
the stage, costumes, accessories and layout .
 Administration –department that is responsible for back office and general
administrative tasks
 Media – team comprising of media professionals who manage the production and
editing of audio video related media
 Printing – department that takes care of printing all sorts of marketing collaterals and
promotional items
 Logistics: team that takes care of the logistics for the event.
 Financial team: team that monitors and handles the flow of cash for the team.

Top Event Management Companies:

 Eventus Management
 Unirapport Events
 Scorpio Event Management Private Limited
 Acme Events Limited
 Dream Merchants

Analysis of Events:

Prior to planning for events, the event activities have to be analyzed and classified for
effective management and effective performance. The aim of analysis is to understand the
various important elements of events in order to avoid pitfalls and problems that may occur at
the later stages. Before start up, the event manager or popularly known as event organizer has
to study these specific areas:

1. Objective: Since events are tailor made to suit the needs of the customer, it is essential
to ascertain the main objective of the event. It is essential because the success of the
event lies in the fact that the objective has been accomplished.
2. Competitors: Competitor analysis is a must. There is a possibility that the competitor
event could also be scheduled around the same dates. This could reduce the foot fall
in the event leading to non accomplishment of objective. Before starting up with an
event planning, it is essential to look at the timing, duration, of similar events running
in the vicinity that may pose a threat to the others.
3. Skills: Before taking up an event, it is also essential to do a careful self analysis to
find out if you are equipped enough to handle the particular type of events. A sports
event preparation is entirely different from an arrangement for cultural events. Event
 organizers should ensure that they possess relevant expertise to handle events otherwise it
is advisable to let go for another to handle.
4. Community Impact: The impact of an event on the local or wider community and
others is a major consideration of the planning stage. Because local lobby groups can
create extreme difficulties for the unprepared event organizer, it is essential; that the
community benefits are explained and other impacts are considered as part of the
event proposal.
5. Budget: The budget of the client should be known at the very onset of any event
activity. Budget is the basis for all other planning and decision making. The Budgeted
income and expenditureshould form the basis of all other arrangements involved in
the conduct of the event.
6. Rules and Regulations: A wide range of rules and regulations govern the hosting of
events. An international event to be hosted in the country requires the approval of the
government and various other regulations and procedures to be followed must be
adhered to.
7. Risks and Uncertainties: A careful planning of the risks and uncertainties that
surround the event should be chalked out and alternative plan of action in case of
deviations should be chalked out to prevent any untoward incident from occurring.
8. Cash Flows : An estimate of the cash inflows and outflowsshould be prepared. This
statement can serve as a tool of cost control in all circumstances and to ensure that
there is no deviations from the standards.
9. Media: The costs of media as well as the mode of transmission of information should
be planned so that the event reaches the masses in the way it is intended to. Media
plays an important role in publicity and brand building especially in case of business
events.
10. Security: Another important aspect of the event is the security arrangements for the
events. Nowadays we hear of various on the field accidents, such as stampedes which
dislodge the successful conduct of the event.
11. Hospitality: the team plays an important role as it is this role that makes a long lasting
impression on the customers.
12. Publicity: The event should gather enough publicity prior to the event, during and
post event. It is the publicity that impacts the attendance of the guests at the event
which in turn generates more publicity.

DECISION MAKERS:

Event Manager:

The event manager is entrusted with the task of successful conduct of the event. His decision
making ability lies in the fact that he discusses the aims and objectives and other essentials of
the event with the client and plans the activities accordingly.

Client:

The client approaches the event manager for the hosting the event of his choice. The client has
preset ideas in mind. The client shares his ideas with the event manager who converts ideas
into activities. The client shares his expectations to be met through the event.

Venue manager:
A venue manager is the person who is in charge of the venue, which may be a hall, theater,
conference center or hotel. Their main job is to oversee activities and use of the facilities,
which involves ensuring the venue is clean and all equipment is working. Even though this is
primarily a front of house position, staging personnel still have to work with the venue
manager. Bookings to view the stage, bump in and bump out all have to be made through the
venue management team.

Catering team:

Catering managers plan, organize and develop the food and beverage services of
organizations and businesses, while meeting customer expectations, food and hygiene
standards and financial targets. The role varies according to the size and nature of the
business. The catering group has to decide upon the menu, quantity of food and beverages
and the layout of food ..

Logistics Managers:

Logistics managers oversee the movement, distribution and storage of goods, instruments and
equipment in an event venue. Managers control the flow of incoming and outgoing
equipment used for an event. They hire, train and evaluate employees. Managers prepare
worker schedules and ensure that the workers follow safety rules. The logistics staff have to
decide upon the transportation, storage, staff and safe keeping of logistics.

Government:

The Government has a role to play at events. Obtaining permission from government for
certain events such as international events or religious events is essential. International events
generate income for the nation. The government permission and facilitation for events is an
important aspect of event performance.

Security Managers:

Security is an important aspect of events. The security managers maintain law and order at
the venue site. Important decisions with relation to the turmoil experienced at previous events
can be an essential consideration for making security arrangements. Arrangements for
meeting any emergencies at the site should be looked into.

Hospitality staff:

The hospitality staff has an important role to play at events. The main task of employees will
be to succeed in is communicating with customers and satisfying their requirements.
Hospitality plays a key role in the success of the event. The hospitality staff uses their public
relation skills and make at customers feel comfortable at events.

Media Managers:

Media Management is an important task at events. The generation of media is the bundling of
internally and externally generated content and its transformation into a medium. The
marketing is the direct or indirect distribution of media. The term media in this connection is
restricted to one-to-many-communication with one sender and a large number of consumers.
Event Manager:

Events managers plan, organize, promote and run events, conferences and functions for a
variety of organizations, communities, groups and individuals. They take up the
responsibility of successful conduct of the events. The events are designed based on the
requirements specifically spelt out by the clients. Events managers put forth their skills to
organize events on behalf of a client or in-house for a company. Events managers are
responsible for every aspect of delivering the event, from deciding on a concept to planning
logistical details and running the event on the day.

Events managers are responsible for the management of corporate, social, fund raising,
promotional and community events. They are responsible for the birth of a concept, the
coordination of all aspects of the project, the logistical planning, marketing and promoting
the event and for making the event happen on the day.

Events managers may work in-house for a corporate or charitable organization, for a
specialist events management company or freelance working for a variety of clients. Events
managers often specialize in one kind of event such as planning a wedding, fund raising
events or conferences. An event manager is expected to possess exceptional organizational
capabilities and undiluted energy. Also, every event is essentially a team effort, hence an
event professional must be a people's person and know how to get work done on time from
everyone — from the internal team to external vendors. Long working hours and immense
pressure are part of the job. An event professional has to be a good crisis manager. Ability to
make quick decisions and act upon them and meticulous planning is the key to avoiding
hassles.

While the events industry is welcoming people from a number of educational backgrounds,
those with a marketing or communications degree gain a natural edge. 'People from all
faculties can take up event management as long as they possess a passion for events. The
industry has been recruiting from B-Schools, communication institutes and event
management courses.'
An event manager plays an important role in the successful conduct of the events.

Role and Responsibilities:

The role of an events manager is extremely varied and is largely determined by the nature of
the company or client and the type of event being organized. Typical responsibilities will
include:

 Formulation of the overall aims and objectives of the event

 Generating ideas, creativity and Innovation
 Planning budgets and timescales
 Researching venues and suppliers
 Booking venues and suppliers
 Managing the PR and marketing for the event
 Fund raising
 Supervising contractors, staff and volunteers
 Problem solving and Decision making
 Ensuring tasks are delivered on time and on budget
 Conducting risk assessments and ensuring health and safety guidelines are followed
 Advertisement and Media management
  Promotion and Publicity for the events
 Liaison with government agencies
 Security arrangements

Event management, the most profound form of advertising and marketing, is

a glamorous and thrilling profession. It provides an opportunity for
unleashing one’s creative potential to a very high degree. It demands a
lot of hard work and effort but at the same time offers enormous scope.

Event management is a process of organizing a professional and focused event, for a

particular target audience. It involves visualizing concepts, planning, budgeting, organizing
and executing events such as fashion shows, musical concerts, corporate seminars,
exhibitions, wedding celebrations, theme parties, product launching etc. It is a good career
option which does not require much investment and offers a lot of independence and
flexibility. If you have a passion for conducting events, having good organizing ability and be
flexible to work for long hours, you can make a successful career in this field.

Scope :
Today, there are a number of companies hosting and organizing events on a regular basis.
These range from the small time private events to the large-scale international events. A good
number of young people are entering in this field because they realize the potential of the
market and the demand and supply situation. In fact, the most profitable aspect of this field is
the need for creativity. And that is how and where one earns.

The management of events calls, largely for coordination, from stage one. The first thing
required is to get the orders for the event. This process is also known as pitching for an event.
Usually, whether it is for small time events (birthday parties and weddings), or then for the
larger ones assigned by companies (exhibitions and trade fairs), or the international concerts;
the event manager/company is asked to submit a project report, with the finances involved.
Forecasts and Budgets are an important function performed by the event manager.

Scope of Event Management:

With corporate and personal occasions needing professionals to manage them, the demand for
event managers is burgeoning. The hitherto unorganized sector is now recognized as a sunrise
industry. .
An 'event' as any type of a gathering, ceremony, competition, convention , happening,
festival, media event, party or sporting event an exhaustive definition, in every way symbolic
of the events industry today. This new industry has seen unprecedented growth in the last
couple of years, and is said to be growing at a very fast pace each year.

Event management at one time was about planning, organization and execution of a
project/activity such as parties, weddings, product launches, conferences, etc. Today, it
encompasses a wide range of profiles that offer thrilling opportunities to those with an eye for
detail and a flair for organizing.
While this industry came into the spotlight about a decade ago, it has gained considerable
momentum over the last couple of years. First and foremost, it is the ability and the
willingness of the Indian consumer to spend much more on personal celebrations today.
Celebrations like birthday parties, which earlier were simple family affairs, have now turned
into glitzy events where people want theme decor, buffet spreads and celebrity appearances.
It is the event management company that is helping them put all of this in place, of course at
a price tag.'

A natural outcome of this sudden spurt is the increased demand for skilled manpower. The
event manager today is much sought after — and respected. 'Event management is no longer
thought to be a profession fit only for a bunch of college kids and fly-by-night operators out
to make a quick buck; a completely false but commonly held notion till a few years ago. With
event companies now being rated by bodies like the CII and FICCI and media houses
investing in them heavily, the industry is now organized and run by professionals, an aspect
that has brought with it a certain respect to the profession. Since the sector is now making
demands for specific type of events, companies are offering services in niche areas of event
managements such as:

1.Events and the Society:

The big fat Indian wedding just got bigger. No longer are weddings a homegrown affair put
together and managed by members of the family. While Indian weddings have always been
larger than life affairs, with rising disposable incomes and the willingness to spend big bucks,
Indian extravagance has touched new frontiers of grandeur with every passing wedding.
People now look for exotic locations, exquisite functions and extraordinary cuisines. A
wedding planner is expected to not just take care of keeping things in place but also to
suggest creative themes and update them on the available options in the market.' While a
fairly large number of people outsource wedding planning to professional companies, the
trend is still largely restricted to the elite and upper middle classes.

Award and fashion shows have caught on in a huge way in India — with everyone from
sponsors right down to the audience. With several new fashion weeks and film and television
awards being instituted in the last couple of years, the demand for event planners who can
organize the chaos has exponentially increased as well. While it certainly involves a lot of
glamour, for the event manager it translates into more work and opportunity for allied
responsibilities.

Events and Sports :

Controversies aside, the IPL introduced to cricket a corporate identity never seen earlier. The
Commonwealth Games too have upped the corporate ante of Indian sports.
'For a long time in India, cricket had been the only sport to command a mass fan following.
The last couple of years have seen the rising popularity of sports like F1, tennis etc that has
got the attention of sponsors who are more than happy to grab the same number of eyeballs as
they would in a cricket match at half the investment.The work of an event manager starts way
before an actual event and ends only after the lights go off the stage. From acquiring a client
to churning out ideas that marry the brand's objective to executing it to the finest detail, event
management requires functional teams to work in co-ordination to produce an event of
extraordinary success.

Events and Media:

Event management, a form of marketing and advertising, is a glamorous and thrilling field. It
gives you ample opportunities for unleashing your creative potential. Event managers should
have a flair for conducting events, a passion for doing it creatively, very good organizing
skills as well as the willingness and ability to work long hours. Media releases can be used to
gain pre-event publicity in order to drive ticket sales and also encourage the media to attend
the event. If possible, you should have a 3-pronged media approach that includes:

1. Event Press Release: the purpose of this is to get the media interested in your event
so they will promote it.
2. Media Advisory: this is like an invitation to the media to attend your event. It should
contain the usual who, what, when, where and why, as well as additional details that
are only relevant to the media (e.g. availability of speakers for interviews; venue
details; set-up, etc.).

 Media Alert: this is usually sent out the week of or day before the event as a brief
reminder about the event

Events and Career Choice:

Event management is a glamorous and thrilling profession. It provides an opportunity for

unleashing one's creative potential to a very high degree. It demands a lot of hard work and
effort but at the same time offers enormous scope.

Event management is a process of organizing a professional and focused event, for a

particular target audience. It involves visualizing concepts, planning, budgeting, organizing
and executing events such as fashion shows, musical concerts, corporate seminars,
exhibitions, wedding celebrations, theme parties, product launching etc. It is a good career
option which does not require much investment and offers a lot of independence and
flexibility. No formal degree or qualification is required, but the person should have a
genuine passion for conducting events, have very good organizing ability and be flexible to
work for long hours. Of late, Institutions are coming up with courses on event management,
to equip the upcoming players with the requisite expertise for operating in unexpected
environments.

Replacing Traditional Media:

The traditional form of media which included the print media , the visual media and now the
electronic media have been successful in attracting the attention of the audience. However the
latest trend involves hosting of events which offers an attractive combination of
entertainment and information.

Events and Networking:

Events and Social Impact: Most people involved in staging major events have experienced
their potential to have positive effects on the people and communities that interact with them.
Major events have the power to mobilize large numbers of people and create meaningful
impacts on their lives in a number of different ways. At a basic level this might simply be the
creation of an enjoyable or pleasurable experience for spectators. At an advanced level this
might be the creation of an opportunity that positively changes peoples' long-term behavior.
In either case, these impacts have almost always been observed as ananecdote but rarely
captured through a structured approach to impact measurement.
Events seek to provide the starting point for a more structured approach to the measurement
of the social impacts of events. The impacts and guidance captured here are by no means
complete, they are purposefully not prescriptive, and will be open to interpretation to a far
greater degree than other areas such as economic impact. Whilst social impacts are not
generally measured against fixed or numerical outcomes, it is however perfectly possible to
provide evidence of delivery and outcomes for social impacts in both qualitative and
quantitative ways.

The reason for measuring social impacts can often be linked directly to the aims and
objectives of the event fund raisers. It is important to recognize that satisfying the objectives
of a stakeholder should not offer the only incentive to measure the social impacts of events.
Any event organizer should wish to understand how their event impacts on the perceptions
and behavior of people (whether directly or indirectly).

Social impacts are unlikely to happen by chance and must be managed if they are to occur.
The starting point in delivering specific social impacts is for an event to have clearly stated
aims and objectives that describe the delivery mechanisms by which the planned impacts will
occur.

Events and Nation Building:

Certain events lead to a great revival in the nation. Prime Minister Narendra Modi launched
the Swachh Bharat Abhiyan or Clean India campaign at Rajpath in New Delhi. In launching
the Swachh Bharat Abhiyan, or Clean India Mission, on Gandhi Jayanthi day, Prime Minister
Narendra Modi sought to highlight the importance his administration attached to both
sanitation and Mahatma Gandhi. Mr. Modi was evidently carrying forward the message in his
Independence Day address on the need for more toilets in schools, and for India’s villages
and towns to be free of dirt. But the high-profile launch of the mission on October 2 had its
own meaning. Mr. Modi wanted to link his campaign to the toilet-cleaning ritual in Gandhi’s
ashrams, to emphasize that the seemingly demeaning, menial work was of great importance
in nation-building. The noise surrounding the launch of the mission was intended to draw in
all Indians to the cleanliness drive: everyone was expected to devote two hours a week to
cleaning their surroundings. Surely, the Swachh Bharat Abhiyan has been successful as an
event in increasing public awareness of the importance of sanitation. The imagery of the
Prime Minister taking time off to wield the broom in central Delhi might be of some effect in
some areas for some time. If India’s villages and towns are to be dirt-free, what is required is
not the involvement of each and every citizen for two hours every week in the clean-up.
While that would lend a Gandhian touch of personal involvement, it would surely be a
colossal waste of productive hours of skilled personnel. It is one thing to involve political
leaders, industrialists and celebrities in sweeping the streets to raise general awareness on
sanitation, and quite another to expect every working adult to put in two hours a week in
cleaning. True, without the cooperation of citizens, it would be impossible for any
government or civic body to ensure clean streets and public places. But this is not the same as
requiring everyone in the workforce to engage in actual cleaning. Efforts must be made to de-
stigmatize the act of cleaning, and the participation of citizens in large numbers in a mass
cleaning exercise, even if as a one-off or annual event, will have a positive effect. The
government may not be able to do everything, but voluntarism cannot be a substitute for
strengthening civic infrastructure. For ensuring cleanliness and hygiene and improving solid
waste management, India’s civic bodies will need to be at the center of the Clean India
Campaign. The Swachh Bharat Abhiyan will have to be a sustainable program, and its
success ought not to depend on the hours each citizen puts in to sweep streets.

Events and Fund raising:

Events can form an important aspect of a non-profit organisation’s fundraising programme.

Small-scale events have been a staple of fund raising for decades. However running them can
be time-consuming and possiblyrisky. Successful events depend on having the right skills and
know-how as to what works, having the appropriate resources to plan and manage them and
marketing the event effectively to the target audience.

The Leukaemia Foundation stages key fund raising events in major centers and there are
many more organized by local community groups and fundraisers around the country
throughout the year. The world’s greatest shave is one of the fund raising events in
Australia. This iconic event is one of Australia’s biggest and most popular fund raising
events. Every March thousands of people are sponsored to shave, color or wax their hair to
help people with blood cancer.

Events and publicity:

Companies resort to Publicity to enhance its sales. Competition is at its peak and companies
are trying hard to survive against all odds and make it big in the market. Creating an
impression in the minds of the customer is a big task. Although traditional media plays an
important role in publicizing about the products, of late the companies are using different
strategies to create brand loyalty. Sales Promotions are inducements
or gimmicks whose purpose is to encourage the purchase of a product/service immediately.
Some examples of sales promotions aimed at consumers :(a) coupons (b) free samples (c)
refunds and rebates (d) demonstrations (e) premiums (gift for purchasing a product) (f)
contests and sweepstakes (g) advertising specialties (some common ones are calendars, caps,
refrigerator magnets, and pens with the name of the product or company) (h) point-of-
purchase displays (displays in stores that are often used for impulse items such as magazines
and candy) and Rebates

Events are increasingly used for product launches and as a mode of publicity these days.
Events create a lasting impression and corporate are resorting to events for creating a
significant impact in the minds of its customers.The term publicity means notice or
information to the public about a product service brand or event. It means publicizing of
notable moments and events.Following are the few forms of publicity:

Newspaper - The basic medium for conveying a message to the general public is the daily
or weekly newspaper. .

Magazines , books and Periodicals- Another form of the print medium, which can be used
as an effective mode of publicity is information printed in magazines and journals.

Displays - Here is a very effective and often overlooked source of publicity. You can
promote a "Booster Club Week" and, as a part of the program, obtain from a merchant (or
merchants) the use of a showcase window to tell your story. Sporting goods stores are
naturals for this.
Posters - Show card posters for shop windows and public bulletin boards have some
effectiveness for promoting special events. In a world filled with advertising billboards and
neon signs, however, posters seem to have lost much of their power except in smaller, tightly-
knit communities.

Direct Mail - Here is the sure-fire way of getting your full story told in a one-on-one
situation. Preparation and distribution of the message can be somewhat costly, but it's worth
it if the message is written well and designed to catch attention.

Audio news release

Important information sent to radio stations, featuring important highlights of the events
Billboard announcement
A brief message, submitted by non-profit or community groups, on community needs and
activities. They are run free of charge on community cable television channels.
Articles and Periodicals
Articles written mostly for trade and business publications. The articles serve as a mode of
publicity and are generally circulated locally.
Promo
A broadcast announcement that promotes an upcoming program or activity on a radio or TV
station. If an organization is involved in a project with the station – as a sponsor or a
participant – a promo may be done mentioning the organization’s name and/or address
and/or slogan.
Publicity prop
Inexpensive but interesting and relevant items sent with “soft” publicity materials to attract
media attention and, perhaps, serve as props for the visual media, particularly television.

Photographs

Photographs taken for publicity purposes and submitted with cut lines to the print media.
Photos may illustrate a news release, fact sheet or other publicity material The Skills
Required

The field of event management not only requires a great amount of creative skills but also
involves lots of discipline and meticulous planning. Planning an event is an event in itself.
The job of organizing an event begins with the very basics. The client comes to the event
manager with a vague idea in mind. It is entirely up to the event manager to work on the idea
and turn it into a reality. Events could be anything from concerts, product launches,
conferences, promotions, press conferences, jubilee celebrations and farewells to television
based events, fashion shows, wedding or parties… it could be just anything.

In terms of educational qualifications, a formal education in the form of a diploma or degree

in event management or in advertising or public relations with a specialization in event
management should be ideal though not much stress is laid on education. But there are a host
of other qualities, which are essential for a person to be well-equipped in this field. These
include:

1. /Critical thinking and problem solving - Analytical thinking, critical thinking and
problem solving are abilities that are a must in this field. You should be able to
acknowledge a problem, recognize that it has to be solved then and there, and always
think on how the situation could be avoided in future.
 2. Client/Customer service orientation - Client/customer service orientation is the
ability to be client focused and committed to meeting the needs of your customer. An
event manager has to be client focused, he must attempt to know the client’s needs, he
must be able to put them at ease while interacting with them, build trust and respect
with customers and clients.
3. Negotiation skills - It is a general opinion that negotiating means underestimating the
seller. On the contrary it is a skill in business which, when developed, makes you an
astute minded businessman.
4. Ability to work under pressure and meet deadlines - An event manager should be
able to handle pressures and deadlines at ease. In spite of meticulous planning and
arrangement, a small error or miscalculation can wreak havoc and disrupt the entire
schedule. At such testing times, you should be able to remain calm and cool and
perform your role as though everything is under control, so that others are not
adversely affected.
5. Teamwork, facilitation and co-operation - Needless to say, one of the most
important things in event management is the ability to work as a team. One should not
only know how to lead a team but also work in co-ordination and co-operation with
subordinates to execute jobs. The event manager should be able to build efficient
teams of people and facilitate their effectiveness.
6. Planning, co-ordination and organization - This involves the ability to effectively
coordinate and organize oneself, others, information and/or situations at a personal
and/or organizational level.
7. Good networking skills - An event manager needs to build up his own network. The
more number of contacts he has the more successful he will be. Any kind of business
can be only expanded through contacts of perspective clients therefore have the skill
and aptitude to interact and connect.
8. Communication Skills: An event manager cannot put forth his ideas to the team
unless he possesses good communication skills. Communication plays an important
role in event management, together with PR skill , the success rate of events will be
higher.
9. Leadership skills: The event manager should possess leadership skills. The ability to
lead and control the activities involved in the execution of an event,is an important
aspect of event management.
10. Prompt Decision making: Event managers operate in an environment of risks and
uncertainties. The event manager should be able to take prompt and adequate
decisions, in times of need, to avoid crisis situations.

NEED FOR EVENT MANAGEMENT:

What do earthquakes and the Olympics have in common? They are both examples of potential
disasters. If an earthquake occurs in a populated area it will be a disastrous event for residents
and businesses alike. The Olympics is an event that has a similar potential to become a
disaster due to the large concentration of people and the increased risk of terrorist threats and
other disasters. Both of these are events, one a seismic event while the other is a sporting
event. The emergency managerial concepts to handling such disasters can be as follows:
  Mitigation
 Preparedness towards Critical situations
 Early Response to disaster preventing further damages
 Recovery Programs

The need for Event management arises due to the following reasons:

1. Events include the integrated efforts of a diversified team which includes the caterers
,decorators ,event managers,and the technical staff etc . The management of a diverse
set of functionalists stresses upon the need of co-ordination and co-operation in order
to attain the common objective.
2. Event is a time bound activity .It gets critical to conduct the activity within the
required time frame .
3. Events involve huge financial resources.It is essential that the funds are managed in
order to avoid wastage's and costs.
4. Events are generally objective oriented and the onus of success lies in the fact whether
the objective has been accomplished or not.
5. An event plan is prepared for the smooth execution of the Event .Event management
ensures suitable adherence to the event plans and policies.
6. An event is bound to face crisis and uncertainties .Event Management aids in being
prepared to face uncertainties and suggests methods of dealing with crisis.
7. Events may also involve facing legal challenges and obligations .Event management
helps in avoiding delays caused due to legal hassles.
8. The increasing number of events and the compexities invoved in hosting a grand
event necessitates the management of events .
9. Events have the ability to breakthrough through the innumerable commercial
messages that bombard our society almost daily.Events are more competitive in
nature as they bring out the true essence of marketing information.
10. Events offer higher visibility,hence they need to be managed to create the desired
impact among its audience.

EVENT MANAGEMENT :INTRODUCTION

The recent growth in events as an industry around the world means that the management of
events can no longer be adhoc.The industry now includes events of all sizes from the
Olympic down to arranging breakfast meeting for ten business people . Business event
management is the practice of incorporating business logic into labeling events,
communicating events and handling events. As such, business event management requires a
profound interaction and cooperation among business stakeholders as well as the event
management in order to meet out the prioritized needs of the stakeholders.

Because of the difference between the perspectives of the individuals involved, insignificant
events/perspectives can result in significant or serious potentials for business loss, damage to
reputation or customer relationships or impacts on productivity and earnings have a profound
impact on the bottom line.
Management of an event encompasses all activities involved in planning organizing leading
staffing and evaluation of an event .Thus it involves ground work associated with events i.e

 Venue Selection
 Stage Design
 Infrastructural Facilities
 Liaison with Artists/Performers
 Logistics plan etc

Event management is considered as one of the strategic marketing and communication tools
by companies of all sizes. From product launches to press conferences, companies create
promotional events to help them communicate with clients and potential clients. They might
target their audience by using the news media, hoping to generate media coverage which will
reach thousands or millions of people. They can also invite their audience to their events and
reach out to them at the event.
Unlike planning for Public events ,after the initial concept or idea for an event has
germinated ,its feasibility is evaluated and then the activities are substantiated by Actions.
Event management is the application of the management practice of project management to
the creation and development of Events.It involves the following :
 Identifying Target Audience
 Feasibility Studies
 Planning
 Co-ordination
 Executing the moralities of the Proposed Event
Event management requires strong organizational, budgeting and creative skills. Those who
work in event management must be comfortable with interacting with all levels of individuals
inside and outside of their organization. Event management is the process beyond planning,
executing and evaluating corporate, association, nonprofit, government and social events.

5 Cs of EVENTS:
Activities that are required for marketing and managing the events ,the steps needed to be
followed for successful accomplishment of objective through events are known as the 5 C’s
of Events
CONCEPTUALISATION:

 It involves conception of the idea and the theme for the event .It also takes into
consideration the objective and the elementary need for hosting the event.
 Planning the theme of the event with due consideration to the objective, target
audience, venue for the event, time constraints, media coverage and planning the core
elements of an Event.
 It is concerned with idea formation with a differential approach to attracting and
targeting audience.

COSTING:

 It will involve preparation of cost estimates and the sources of acquiring funds.
 It will also involve the preparation of Budgets
 Creating a provision for risk coverage and managing uncertainties also forms part of
the activities.

Budgeting for Profit Margins, Safety Margins Estimates etc will ease out the financial
management issues. CANVASSING:

 Canvassing activities would involve obtaining Sponsorship's

 Fund Raising networking and Advertising to generate the required mileage for the
success of the events.

CUSTOMISATION:

 Emphasis on Client Satisfaction is targeted.

 Re-enforcing Client Requirements to suit the needs of the client and the fulfillment of
objective.
 It involves a blend of creativity and suitability to match the changing trends and tastes
of the customers.
 It involves a custom approach, tailor made approach aimed at facilitating the
achievement of the mission and vision of the client.

CARRY OUT:

 In this approach ,execution of Plans takes place that will further the interests of the
client
 It includes set of activities and operations that lead to accomplishment of objective.
 It is a stage where the events activities are in progress.
 Implementation of Event Plans and deviations if any from the scheduled activities are
remedied through a suitable course of action.
 It involves accomplishment of the objectives.
 FIVE Cs of Events:

The activities required for marketing and managing events require certain steps to be followed
that can be called the five C’s of events. The First is conceptualization of the creative idea
and ambience followed by the costing i.e. calculation of cost of production and margin on the
event. Canvassing, for clients and sponsors, customers, audience and networking is the next
step. Based upon the preferences of the customer’s and the marketing objectives of the
organization, customization of the concept is required. Finally, the most important part of
event management is the execution of the event as planned. We term this activity as carrying
– out the event. In practices, each of the C’s may not strictly adhere to the sequence in which
they have been presented above. There is a complex interaction between the various C’s
before the carryout stage, depending on the requirement of the client, constraints forced by
budgets, etc. The final concepts is arrived at after accommodating change required for a
perfect fit among all other C’s during the conceptualization process . This process
can be termed as event designing.

¯ Conceptualization of the creative idea and ambiance

¯ Costing involves calculation of the cost of production and safety margins
¯ Canvassing for sponsors, customers and networking components
¯ Customization of the event according to brand personality, budgets etc.
¯ Carrying – out involves execution of the events according to the final concepts.

Conceptualization involves a complex churning in which as many permutations and

combinations are worked out a possible. The original concept undergoes modifications on the
basis of the inputs obtained from the other C’s. The final concepts get defined once the
constraints posed by budget, client’s requirements, target audience profile, etc. are
objectively stated
TECHNICAL STAFF:

The number of people involved in organizing an event

depends upon the size and scale of the event. While
organizing a small party may require only one or two
people, organizing a very large event like Olympics
may require several persons.

An event management company can have following

event professionals:

1) Event Manager/Event Planner

He has following responsibilities:

1. He is responsible for planning and producing the

whole event.

2. He is responsible for procurement management and resource management.

3. He formulates, prepares and implement risk management plan (risks related to event
planning and production).

2) Event Co-ordinatior

He is responsible for coordinating with all event professionals and ensures that business
operations are efficient and effective. He co-ordinates and co-relates all the activities and
parties involved in the event.

3) Information Manager

He has following responsibilities:

1. He manages the information acquired through different sources.

2. He is responsible for the documentation of all business operations carried out pre-event, at-
event and post-event.

3. He maintains database of service providers, delegates, guests, organizers, sponsors,

partners, clients, target audience, media people and various govt. departments officials.

4. He formulates, prepares and implements the risk management plan. (risks related to
information management like loss of data)

4) Logistic Manager

He has following responsibilities:

1. Responsible for custom clearances and other clearances.

2. Responsible for warehousing of cargo

3. Cargo Insurance

4. He is expected to move goods and merchandise from one destination to the other in the
most efficient manner.

5. He is responsible for procurement management and resource management.

6. He formulates, prepares and implements the risk management plan. (risks related to
logistic management like cargo theft etc.)

5) Security Manager

He has following responsibilities:

1. He is responsible for formulating, preparing and implementing the security plan and
strategies. i.e. how to protect delegates, guests, service providers, organizers, sponsors,
partners, clients, target audience, goods and merchandise etc.

2. He does procurement management and resource management.

3. He formulates, prepares and implements the risk management plan. (risks related to
security like stampede, brawl etc)

6) Infrastructure Manager

He has following responsibilities:

1. He does procurement management and resource management.

2. He is responsible for setting up and dismantling the infrastructure for the whole event like:

a. Construction of boundary walls, entrance and exit gates, driveways, walkways and parking
lots

b. Construction of AC/Non AC hangers/ halls, seating arrangement, stage design/ set up.

c. Construction of green rooms, staff rooms, storage rooms, power rooms, toilets, sewage
systems, stalls, counters, booths and kiosks.

d. He is responsible for setting up electricity, water and phone connections.

e. He is responsible for conservancy (i.e. cleanliness).

3. He formulates, prepares and implements the risk management plan. (risks related to
infrastructure management like sudden shortage of workers, materials, power failure etc)

Developing Record keeping systems:

Good record keeping can help you protect your business, measure your performance and
maximize profits. Records are the source documents, both physical and electronic, that
specify transaction dates and amounts, legal agreements, and private customer and business
details.

Developing a system to log, store and dispose of records can benefit your business by
allowing you to:

 plan and work more efficiently

 meet legal and tax requirements
 measure profit and performance
 generate meaningful reports
 protect your rights
 Manage potential risks.
 Prepare Budgets
 Face risks and uncertainties
 Innovate and Expand activities

Most businesses use an electronic record keeping system to make it easier to capture
information, generate reports, and meet tax and legal reporting requirements.

While some business owners prefer manual record keeping systems, most businesses use an
electronic record keeping system - making it easier to capture information, generate reports
and meet tax and legal reporting requirements.

There are a number of issues you should consider when setting up an electronic or manual
record keeping system, as each has certain advantages and limitations.
Electronic record keeping

Most businesses use accounting software programs to simplify electronic record keeping, and
produce meaningful reports. There are many other advantages to using electronic record
keeping, as listed below.

Advantages

 Helps you record business transactions, including income and expenses, payments to
workers, and stock and asset details.
 Efficient way to keep financial records and requires less storage space.
 Provides the option of recording a sale when you raise an invoice, not when you
receive a cash payment from a client.
 Easy to generate orders, invoices, debtor reports, financial statements, employee pay
records, inventory reports.
 Automatically tallies amounts and provides reporting functions.
 Keeps up with the latest tax rates, tax laws and rulings.
 Many accounting programs have facilities to email invoices to clients, orders to
suppliers, or BAS returns to the Australian Taxation Office.
 Allows you to back up records and keep them in a safe place in case of fire or theft.

Choosing accounting software

Your business may require more than one software program to meet all of your tax and legal
needs, so it's important to:

 seek advice from your accountant or financial adviser before purchasing software for
record keeping
 Check which accounting software is tax compliant.

Electronic backup

Set up a secure electronic backup system to ensure records are safely stored and regularly
backed up. Daily backups are recommended, particularly for important records. Make sure
the backup copies are stored in a separate location to your business in case of fire, theft or a
natural disaster.

For small businesses, the cheapest backup options are CD's and memory sticks. If your
business has large amounts of data, external hard drives are a popular backup option.

Cloud backup

Cloud computing provides a way for your business to manage your computing resources and
records online. The term has evolved over recent years, and can be used to describe the use of
a third party for your storage and computing needs.

Cloud backup services are becoming more popular and can be automated for your
convenience, but you should make sure the method you choose protects the privacy and
security of your business and customers.
Manual record keeping

Some business owners may want to use a simple, paper-based record keeping system. There
are certain advantages to using manual record keeping, as listed below.

Advantages

 Less expensive to set up.

 Correcting entries may be easier with manual systems, as opposed to computerized
ones that can leave complicated audit trails.
 The risk of corrupted data is much less.
 Data loss is less of a risk, particularly if records are stored in a fire-proof
environment.
 Problems with duplicate copies of the same records are generally avoided.
 The process is simplified as you don't need to be familiar with how accounting
software calculates and treats your information.

Streamline your manual record keeping

 Sort and store all paperwork, receipts and payments in 12 separate months or on the
basis of each event
 Keep all original documents and date and record all correspondence.
 Record all transaction dates and payment amounts.
 Save all online financial transactions by month and financial year in your inbox and in
a separate folder on your hard drive.
 Backup all electronic records on an external hard drive or other storage device other
than your computer's internal hard drive.
 Capture nearly all of your income and expenses in statements from both your bank
and credit card accounts.
 Request that all statements and bills be sent on a monthly basis - allowing you to
reconcile all financial records each month.

Establishing Policies and Procedures:

Stages in policy development

The following steps summarize the key stages involved in developing policies:

1. Identify need

Policies can be developed:

 In anticipation of need and experiences in the past. They are triggered by problems
faced in the past and expected outcomes on the future. ; and
 In response to government strategy or policies

The organization needs to constantly assess its activities, responsibilities and the external
environment in order to identify the need for policies and procedures. (Various types of
policies can be developed such as financial policies, HR policies, Media Policy, PR Policy,
Managerial Policy, Risk Policy etc.
2. Identify who will take lead responsibility

Delegate responsibility to an individual, working group, sub-committee or staff members,

according to the expertise required.

3. Gather information

Do you have any legal responsibilities in this area? Is your understanding accurate and up to
date? Have other organizations tackled the same issue? Are there existing templates or
examples that you could draw on? Obtain expert advise for formulation of policies.
Understand the consequences of formulating such policies.

4. Draft policy

Ensure that the wording and length or complexity of the policy is appropriate to those who
will be expected to implement it.Formulate policy wordings in such a manner that it does not
lead to ambiguity.

5. Consult with appropriate stakeholders

Policies are most effective if those affected are consulted are supportive and have the
opportunity to consider and discuss the potential implications of the policy. Depending on
whether you are developing internal or external policies, you may wish to consult, for
example:

 Supporters;
 Staff and volunteers;
 Management Committee members; and
 Service users or beneficiaries.

6. Finalize / approve policy

The Management Committee is responsible for all policies and procedures within the
organization. The policy documents do not carry any significance if they are not approved by
the appropriate authorities.

7. Consider whether procedures are required

Procedures are more likely to be required to support internal policies. Consider whether there
is a need for clear guidance regarding how the policy will be implemented and by whom.
(e.g. a policy regarding receiving complaints will require a set of procedures detailing how
complaints will be handled). Who will be responsible for developing these procedures? When
will this be done? What will be the processes for consultation, approval and implementation?

8. Implement

How will the policy be communicated and to whom? Is training required (for internal
policies)Should the organization produce a press release (for external policies)?

9. Monitor, review, revise

What monitoring and reporting systems are in place to ensure that the policy is implemented
and to assess usage and responses? On what basis and when will the policy be reviewed and
revised (if necessary)?

EVENTS DESIGNING:

Event Designing refers to designing events with a focus placed on the quality of the user
requirements, experience and culturally related solutions. Designing of the event is an
important task of the event manager.

It is an emerging discipline which draws experience from many other disciplines including
psychology, environment, product design, brand strategy and design thinking.

It is driven by consideration of the moments of engagements, touch points, ideas, emotions

and memories.

Event Designing is a blue print of the activities involved in an Event. Event Designing is
aimed at creating a lasting impression in the minds of the participants and offer it a
distinguished appeal.

The starting point of an event is usually the desire to create something unique and remarkable
for a special event .Different disciplines like architecture ,light and sound and décor are
collaborated to make the event a “one of its kind” happening.

The elements in an Event Designing are as follows:-

 Theme
 Layout
 Decor
 Technical Requirements
 Entertainment
 Catering
 Supplies

Event Design involves making choices based on client preferences and Cost Budgets agreed
upon, mutually among the event manager and the client.

REACH

Definition” It is defined as the adequate number of people belonging to the target audience of
the client which is exposed to the event”
In other words Reach implies exposing the event to the right number of the right audience.
The events are basically aimed at influencing people to interact. The events are designed
taking into consideration ,the impact on its target audience.

It also means exposing the event to the target audience. Reach is intended to create an impact
on the audience. It implies drawing the attention of the audience to the subject matter of the
events through creative efforts of penetration. Reach is meant to be highly interactive,
memorable and interesting. For example

 The number of people visiting a site

 A specified number of views on you tube videos denote the reach.
 Reach of an advertisement insertion in the TIMES OF INDIA at Frazer Town
Bangalore, would be determined by the number of people who reside in this area as
well as the number of families who subscribe to the newspaper.

TYPES OF REACH:

In terms of Event Management, there are two types of Reach. They are as follows:

 External Reach
 Actual Reach

EXTERNAL REACH: External Reach refers to the exposure of an event to the target
audience population. It is obtained from the networking mix designed for the event.

Creating a network is the crux of the publicity of the event. The benefit of Reach cannot
be attained without an adequate planned publicity. Events are aimed at reaching out to the
audience .The target audience is decided in advance and plans and executions are mainly
devised keeping in mind the audience for the event .

Example: A workshop was conducted by ICAI on Indirect Taxes. Invites were sent to
2000 delegates which is an example of External Reach.

ACTUAL REACH: The number of people from the target audience population who
actually respond to the publicity campaign and attend an event is called the actual event
reach for the event. The actual reach is that part of the population that can be converted
 into perspective customers. They provide an arena for obtaining feedbacks and
interaction.

The actual reach signifies the positive responses generated by the company with the aid of
event marketing and publicity.

The part of the external reach to whom, the campaign is focused is known as actual reach

For example: An Entrepreneur organized a painting competition for children at an

establishment consisting of 250 apartments in order to market her handmade necklaces.
She targeted at a walk in crowd of 300.The actual number of people who attended the
event were 125.This denotes actual reach.

INTERACTION:

Interaction means to reciprocate and causing influence.

It is a process in which there is an exchange of various types of information between the

client and the target audience.

As the audience is directly involved in the event, Interaction aims at strengthening the
recall factor.

It helps in deepening the conviction notion. In other words Interaction facilitates

convincing the client to take action.

It clears all doubts and apprehensions in the minds of the consumers. It also gives a great
opportunity for live and face to face communication and interaction. Interaction helps in
building customer relationships and promoting brand loyalty.

Examples: Video Chatting or Conferencing.

INTERACTION POINTS:

 Interaction Points are those designed areas of the venue along with time slots,
where the interaction will take place.
 They should be designed to suit the Interaction Objective.
 Stalls are often used as Interaction Points.
 Magnitude of event interaction varies from each event.
 There are two types of
Interaction Direct Interaction
Indirect Interaction

DIRECT INTERACTION:
  It is the interaction that takes place between the client(s) and the target audience
during the actual event.
 They have profound and prolonged impact on the audience.
 Events designed for a small audience generally provides the greatest opportunity to
employ Direct Interaction.
 Such interactions are more effective, productive and pro-active and carry along with it
a long lasting impression in the minds of the consumer.
 The memory is enriched by the interpretation by adding inferences and details called
from earlier experiences.

INDIRECT INTERACTION:

 Interactions that are built around the event and not during the actual event, at the same
time, using the event as a focus of the Interaction are Indirect Interactions.
 Extra –Event Activities aim at providing much needed contact with individuals of the
target audience would be termed as indirect form of Interaction.
 It includes event related sales promotions

For Example: At an event conducted by ICAI “Insights on Financial Management”

stalls for sale of T –Shirts,CA car stickers, Free Health Checkups through BP
monitoring etc would facilitate interaction in an indirect manner.

 The main aim is to recreate the image of the event both prior to and after the event.
For example: - stationing Mickey Mouse or Donald Duck replicas at a birthday bash
would certainly strengthen the recall factor in the minds of its participants.

INTERACTION CATALYSTS AND ENABLERS:

Interaction catalysts or enablers form an integral part of the events. They aim at organizing an
uninterrupted flow of activities or events. A master of ceremonies (also used in its
abbreviated forms MC or emcee) or compere is the official host of a staged event or similar
performance. An MC usually presents performers, speaks to the audience, and generally
keeps the event moving. An MC may also tell jokes or anecdotes. The MC sometimes also
acts as the protocol officer during an official state function.

In hip hop, rock and electronic dance music, an MC, otherwise known as a rapper, is a music
artist and/or performer who usually creates and performs vocals for his/her own original
material.

 Anchor of an event also called MC (Master of Ceremonies) who anchors the event for
the audience.
 Anchor keeps the event on track just as an anchor holds the ship in place.
 Some of the activities conducted by the Anchor are as
follows: Introduction
Commentary
Guidance
Announcements
Cheer the Audience
 In general, the Anchor acts as a catalyst for interaction during an event.
 Anchoring is an important ingredient of an event.
 It gives a special touch to the event by being responsive to the feelings and
atmosphere generated by the audience at large.

RELATIVE IMPORTANCE OF EVENTS AS A MARKETING COMMUNICATION

TOOL:

MARKETING COMMUNICATIONS TOOLS

Crucial to the development of a lengthy, profitable business is brand building. And key to brand
building is regular, ongoing communication between a firm and its customers and
prospects.There are a host of marketing tools available in the market. Events have emerged as
strong tools for creating an impact and interaction. It leads to relationship building and fostering a
strong message in the minds of the customers. The following activities could add value to your
overall marketing effort.
TV Advertising
Direct response TV advertising is the purest form of direct marketing and it is a ‘number’s game’
– the more people impacted upon by a message, the greater the response. TV not only builds
audience coverage quickly, but also lends credibility to your overall proposition, allowing
viewers to view your developments and innovation along with the offers, discounts and seasonal
offers etc. . Clever airtime planning can optimize response levels and effectiveness whilst
minimizing media costs.

Press Advertising
Press advertising also reaches substantial numbers of people and a combination of national,
regional and ethnic publications should be considered. For instance, combining cost-effective
exposure in a regional edition of a national or specialist media that is read by your customers.

Radio Advertising
Intrusive and impacting, radio reaches audiences at times and in circumstances that other media
cannot achieve (in their workplaces or in their cars for example). It is also ideal for building up
frequency of impact, reinforcing key aspects of a campaign, and acting as a call to action to
potential customers who may not recognize that they are actually ‘in the market’.

Cinema Advertising
Either moving or stills advertising in cinemas is an extremely cost-effective medium that can be
targeted to specific venues or regional locations. Used to reinforce campaign messages within a
relaxed and influential environment, cinema advertising is not likely to generate an immediate
response but it is likely to be effective as a low-cost, long-term ‘reminder’ medium.

Sponsorship
Sponsorship is fast becoming a way to reach an audience in an increasingly crowded market.
Sponsoring offers an opportunity to support well recognized locally-based community events
with fantastic benefits for your company.

Leaflet Distribution
Quick, easy and effective, leaflet distribution provides a means of optimizing targeted impact
within a controlled area. Leaflets can be distributed with newspapers. Efficiency can be
optimized by the application of audience profiling analysis to key target areas and this tactic is
particularly effective when localized campaigns are being conducted.

SMS Campaigns
Growing in importance as a tool to reinforce impact and generate immediate response, text
messaging marketing works in a similar way to traditional direct mail, in that effectiveness is
dependent upon accuracy of targeting and strength of database intelligence. However, its big
advantages are that the message reach a person rather than an address and that newly received
text messages are more likely to be opened and read than paper based direct marketing. Used
tactically and with potent call-to-action, these channels can boost overall campaign response
levels
Emails:
We often notice companies sending festival wishes toits customers through mails. It is an
effective mode of increasing visibility and staying connected with the customers. In a world
of intense competition, it is imperative to create responsive database and strengthen ties with
its customers to create brand image and brand loyalty.

Social Networking :

Social media networks were a novelty 5 years ago, but today their importance is no longer
debated. Yes, businesses have definitely realized the power of social media and accepted that
social media marketing has to be part of their marketing and PR mix. Another good reason to
incorporate social media for a company is the fact that once the media has been put up for a
significant amount of time, the success of this campaign can be monitored. YouTube shows
the number of total views, the number of Likes, the number of Dislikes, and also comments
directly underneath the video itself. In Facebook, a whole slew of information can be found
about the success or failure of the product, service, or brand.

Events offer a wide scope for interaction and integration. The important aspects of an event
as a marketing communication tool are as follows:
 An event as a media form possesses the unique ability to break through the clutter of
thousands of commercial messages that bombard the customers daily.
 It enhances the visibility experience of the customers.
 Eg: VLCC advertised and reached out to the masses for its general weight Reduction
Programs by organizing BMI checks free of cost to its target population.
 Events can help in re-enforcing the brand image by creating a long lasting impression
in the mind of the customers.
 Events offer innumerable opportunities for the sponsors to extract every possible
mileage available in the marketing location.
 Over Emphasis on the need, utility and Differential Attributes of a Product or Service
can be done ,
 Through Events, Image Building, brand re -positioning, Add on features Displays can
be accomplished.

THE EVENT TEAM:

 An event manager is generally supported by a team that works in co-ordination to make
the event successful.

They include the following:

 Venue managers
 Stage Managers
 Lighting, Audio and Video Companies
 Decorators and Designers
 Entertainers
 Employment Agencies
 Catering Groups
 Traffic and Policing
 Liaison with Government Bodies
 Security Companies
 Printing Companies
 Ticketing Operations
 Marketing Consultants
 Rental Companies
 Media Groups

Kila Raipur Rural Olympics

The Kila Raipur Rural Olympics is a rural sports festival that's grown over six decades, to
become a sports bonanza that attracts competitors from around the globe. Held for three days
during February each year, over 4,000 sports men and woman participate in the festival.
They're watched by around 1 million spectators.

Bullocks, camels, dogs, mules, and other animals competing in highly professional events
must be seen to be believed! The adrenaline-pumping bullock cart race is the main attraction,
with sponsored prize money worth lakhs of rupees. Other events that are big on entertainment
include a dog race, horse dance, camel race, tractor race, and a tug-of-war. But the chance to
see some really off-beat activities is the hugest drawcard -- such as people lifting bicycles
with their teeth, pulling cars with their teeth or ears, or riding a bicycle ringed with a burning
tyre, and other daredevil stunts. The Rural Olympics really is a test of endurance, skill and
strength!

The fun doesn't end at the end of the day. Each evening there's a cultural feast featuring top
notch folk singers, Bhangra, and Gidha players. The program continues well past midnight on
all three day of the festival.The Kila Raipur Rural Olympics is held 15 kilometers south of
Ludhiana, in the Punjab. Kila Raipur is well connected by rail, road, and even air. Ludhiana
is three hours train journey, or 40 minutes flight, from Delhi.

Today in almost 7000 villages in Punjab in one decade or the other rural sports competitions
are being held. Rural folk organize them. It is they who extend all hospitality to the
competitors also. In fact these village sports have opened the floodgates to village
development.
EXERCISE:

Answer the following:

(2Marks)

1) What do you mean by an event?

2) Define events?
3) What do you mean by Reach in event management?
4) What do you mean by Enablers?
5) What do you mean by Interaction?
6) What do you mean by Direct Interaction?
7) What do you mean by Indirect Interaction?
8) What do you mean by event design?
9) Give any 2 examples of events?

Answer the following:: ( 5 marks

)

1) Describe 5 C’s of event management?

2) Mention the different Categories of Events?
3) Different between External and Actual reach?
4) Explain direct and indirect interaction?
5) Discuss are the characteristics of Events?
6) Explain the qualities of an effective event manager?

Answer the following: (10

Marks)

1) Discuss the need for event management?

2) Explain the relative importance of events as a marketing communication tool?
3) Describe the role played by an event management team?
4) Discuss the skills required to be possessed by an event manager?
 UNIT 2
EVENT MANAGEMENT
PROCEDURE

EVENT MANAGEMENT PROCEDURE

tEvents such as exhibitions and seminars are an important marketing tool for small businesses,
enabling you to communicate with customers and prospects in an environment that you
control. Events are believed to have lasting impact in the minds of the customers and affect
the buying behavior of the masses, therefore there is need for events to be managed
successfully.

The successful conduct of event depends on certain factors:

Objective: Every client has an objective oriented idea to be achieved through an event. The
event manager should focus on the main objective of the event. An event is successful when
the main objective is attained.

Audience: Getting the right audience to the event is an absolute necessity. Identify the people
or organizations who will participate in your event as exhibitors or presenters. An event
cannot be successful without an adequate sized audience. It is necessary to ensure that
information regarding the hosting of the event is sent to the participants personnel on time.
Set up an event website where participants can obtain information about the event and the
audience you aim to attract.

Venue: Choosing a venue that is accessible and attractive to visitors and participants is
essential. The venue must be able to accommodate the number of exhibitors and visitors you
hope to attract. Select a venue that is convenient for visitors and that contain adequate
parking facilities those that are spacious as well as provide security to the people present
there.

Database: Collecting the information through database generation is an important task. This
information aids in maintaining long term relationships with the customers. With competition
running high, it is imperative to gather data for long term purposes. The database can be later
capitalized for achieving maximum business and monetary advantages.

Interaction: Build interest and anticipation. Communicate with visitors and participants in
the period leading up to the event. Use social media such as Face book or Twitter to
communicate the latest news about the event, such as new product announcements, additions
to the lineup of presenters or number of advance ticket sales. Interact with the audience to
keep their interest levels sustained.

Building relationships: It is important to build relationships with customers. By

communicating with visitors after the event, you can start to build relationships that help you
to market future events. Publish news related to your event, such as the release of new
products or relevant publications, on your website or connect with them through social
networking to maintain longer- lasting relationships. . Encourage visitors and participants to
exchange views and information on social media to build a sense of community around your
event.

General Details that need due consideration for successful conduct of the business are as
follows:

1. Deciding on the Venue

2. Audience
3. Financial Considerations
4. Entertainment
5. Objective
6. Regulations
7. Risks and Uncertainties
8. Technical Requirements
9. Catering
10. Competition
 Permissions-Policies, Government and Local authorities

Permissions: Permissions have to be taken for certain events from the government. We have
noticed in the past that certain events give rise to chaos or clashes among rival groups or the
peoplewhich may result in violence or disturbances among the society.
Religious events especially are sensitive and end up hurting the sentiments of the people.
Therefore prior permission of the government needs to be taken prior to the event.
There are a number of events that require the permission of the local government. Some areas
may fall under strict regulations and certain areas may not require adherence to stringent
regulations placed by the government.

Organizers’ will usually be required to submit an application providing

 Insurance details
 Security details
 Location and layout
 Necessary licenses
 Health and safety information.

While we do not need permission for events which are to be held on private land it is
recommended that adequate health and safety arrangements are in place.

Approvals: Approvals for the following has to be maintained:

If the event requires construction of temporary structures, all necessary building permits
would be required. The permission for use of land should also be obtained.
Approvals for using loud speakers or amplifiers in public places should be obtained Installing
amusement devices in the premises should also be approved.
The timing for the event has to be decided in advance and approval to stretch beyond the
permissible time limits should be obtained.

Performance License:
If your event is of the nature of a musical, dancing, dramatic, mimetic, theatrical or other
performance for public amusement or any public exhibition or diversion or game or any
assembly for Public Amusement you need to obtain a Performance License. Permission for
exceeding the time limits should be obtained to avoid unnecessary trouble.

Business Registration:
The businessman will need to create a legal entity for his business venture. Decide whether
you want to function as a Limited Liability Company (or LLC), a corporation, a partnership
or would you want to be the sole proprietor. Bear in mind that when it comes to sole
proprietorship liability is unlimited. It is also easy to register a company these days using the
services of such online business entity registration companies. However registration of the
business gives it a legal status wherein it can sue and be sued in the name of the company.

International events:

Certain events are planned and hosted outside the national boundaries. Permissions have to be
obtained from the government of the countries to host an event in their respective country. for
example BONJOUR Festival which promised to be a cultural firework that will imbue the
friendship between India and France with new hues and radiance.

Alcohol:

A request for Permission to Serve Alcoholic Beveragesform must be submitted whenever

event organizers plan to serve alcoholic beverages. If it is intended that liquor is to be sold
and supplied at an event, then a liquor license, or a variation to an existing license, approved
by the Director of Liquor Licensing, must be obtained from the authorities.

Noise:

If noise emissions from an event are likely to exceed assigned noise levels, then the noise
may create a nuisance to the surrounding areas and public. Therefore it is essential that
permissions are taken and the noise levels are monitored to avoid any trouble at the event
venue.

Waste Management:

Waste management has become an important consideration today. Therefore the event
manager should ensure that waste management is planned well and the approval for waste
disposal has been obtained.

Pollution Control Board:

No objection certificate from the Pollution Control Board for safe conduct of the event may
be required in certain circumstances. Discharge of sewage,oil and other waste materials into
the water bodies and contamination of atmosphere would not be permitted

Traffic Management:

The inflow of traffic though is always welcome, sometimes could cause major disasters such
as stampede. One of the major cases of stampede have been seen in the massive congregation
of people at the Kumbh Mela in north India. To prevent disasters , the event manager should
draw out a plan for crowd management and work in co-ordination with the security
personnel.

Parking and Security arrangements:

Specific arrangements have to be made for parking of vehicles and security arrangements for
the audience and participants. A plan should be designed specifically for parking and place
should be allocated for parking of vehicles systematically. This may require permission to be
obtained for usage of space and locality etc.

Signboards:

Free-standing temporary signs, including A-frames, wire signs and banners, require sign
permits, which are restricted to authorized locations, type, method of attachment and
quantities. Signs may be displayed for seven days maximum per event per semester.
Unauthorized signs may be confiscated by staff.

Police:

Often the venue or site officials will demand that a certain number of officials or police
personnel. It would be advisable to contact the city police officers to be employed at the
venue for making security arrangements. In this regard it would be advisable to send the
information regarding the event to the local police including the schedules, maps, important
contact numbers, press releases and so on.

Medical facilities:

An arrangement for emergency and alternative plans in the event of an emergency should
also be considered while planning for the events. The event organizers should be prepared to
face any unforeseen incidents at the venue. A team of medical support staff may be required
at the venue depending on the kind of event. For example a sports event necessitates the
presence of a medical team to take care, in case of emergencies.

Here is an illustrative list of permissions and licenses that might be required for hosting an
event:

 IPRS : The Indian Performing Right Society India

 PPL: Phonographic Performance Ltd
 Loud Speaker License from your local police station
 Premises License
 Performance License
 NOC from the Traffic Department
 NOC from the Fire Brigade Department
 NOC from the electrical inspector
 NOC from the Health Department
 NOC from the Collector (if there is ticket selling or charity show)

 NOC from Pollution Control Board

 Certificate regarding fitness of the machinery (in case of amusement rides)

The teams that we regularly work with have the right information regarding licensing
requirements and are able to seek permissions and licenses in the minimum possible time
frame. The main goal while working on such services is the satisfaction of our clients. Care
should be taken to ensure that unnecessary delays should not be caused for obtaining
permissions and approvals. .

Permissions:

Phonographic performance: PPL, formerly known as Phonographic Performance Limited,

is a UK-based music licensing company and performance rights organization founded by
Decca and EMI in 1934. PPL was formed in May 1934 by the record companies EMI and
Decca Records, following a ground-breaking court case against a coffee shop in Bristol.

The coffee shop, Stephen Carwardine & Co, had been keeping its customers entertained by
playing records. EMI, then called The Gramophone Company, argued it was against the law
to play the record in public without first receiving the permission of the copyright owners.
The judge agreed, establishing this as a legal principle. EMI and Decca formed Phonographic
Performance Ltd (PPL) to carry out this licensing role and opened the first office in London.

The Copyright Act 1956 led to the expansion of PPL's role to also cover the licensing of
broadcasters that played recorded music. In 1996, performers were given the rights to receive
'equitable remuneration' where recordings of their performances were played in public or
broadcast – leading to PPL paying them royalties directly for the first time.

Any business that plays recorded music within PPL’s repertoire in public, such as a shop, bar,
office, restaurant, gym, community building, not-for-profit organisation – or activities such as
dance classes will need to have a PPL licence. A PPL licence gives the licence holder the
permission to play recorded music from PPL's repertoire.

Licensing:

Events use music for strong effects. Music is an important facet of modern life The value of
music is indisputable. Music is everywhere around us: on radio and television, in films, bars,
clubs, discotheques, gyms, restaurants, hotels, offices, shopping malls, concerts, fetes,
festivals, airplanes and taxis. Recordings of music are manufactured, sold, and distributed on
a large scale. .

Telecom Related Licenses - For Ring-back Tones, Music Messaging, IVRS, Mobile audio
streaming and ‘audio cinema’, Mobile embedded / pre-loaded and other Telecom value added
services involving the usage of sound-recordings (in whole or in part).

Radio License - All Private FM and Government owned Radio Stations; community radio
stations.

Public Performance (Background music) Licensing of sound-recordings in public (i.e.

excluding domestic home and private vehicle), in the background. A license taken for
"Background music" does not entitle the licensee to exploit the licensed sound-
recordings in an event or show or concert or stage or dance-floor, etc., for which a
separate/additional "Events" license is required to be taken

Public Performance (Events) License - Playing of sound-recordings in an event or show

or concert or stage or dance-floor, etc. where performers perform on stage or a
designated area. Explanation:- A hotel or a shopping mall which has obtained a mere
"background music" license needs to obtain separate license for its discotheque,
restaurant, lounge bar, spa/health club A hotel or shopping mall or banquet-hall or
discotheque or ball-room which has obtained a mere "background music" license needs
to obtain separate license for any Event (including shows, promotions, DJ parties,
fashion shows etc.) held in its premises.

Public Performance (Storage) License - Temporary Storage, embodiment, transfer etc of

sound-recordings. Eg storage of songs by DJs on DJ systems; storage on computer servers by
aggregators, for onward transmission etc.

It is mandatory for all those who play Pre-recorded music in the form of Gramophone
Records, Music cassettes or CDs or Radio or TV or Audio-visual etc. for non-private purpose
or in public places and/or commercial establishments and/or non-commercial establishments,
to take prior licence from Phonographic Performance Limited (PPL). in respect of the
repertoire its music labels. PPL owns and/or exclusively controls public performance rights in
repertoire of many reputed music labels, encompassing all major Indian languages, including
Hindi, Punjabi, Bengali, Telugu, Tamil, Marathi, Gujarathi, Malayalam, Bhojpuri, etc. (both
film and non-film music like devotional/spiritual, Ghazals, Classical, folk, Indi-pop, etc) and
English/International songs. Consequently, any communication or performance of Indian or
International music from Sound Recordings of PPL for non-Private purposes or in Public
Places or Commercial Establishments such as Hotels, Restaurants, Cinema Halls,
Discotheques etc, or non-commercial establishments such as campus without first having
obtained a License from PPL, constitutes an Infringement of copyright under The Copyright
Act of 1957. Such violation of copyright is Cognizable & Non-bailable offence, attracting
heavy Penalties.

Emergency Procedures:

Fire Brigade:

A fire department or fire brigade (also known as a fire and rescue service or simply fire
service) is a public or private organization that provides predominantly emergency
firefighting and rescue services for a certain jurisdiction, which is typically a municipality,
county, or fire protection district. A fire department usually contains one or more fire stations
within its boundaries, and may be staffed by career firefighters, volunteer firefighters, or a
combination thereof

A fire department may also provide "fire protection" or fire prevention services, whereby
firefighters visit the site and also give fire safety advice and fit smoke alarms for members of
the public. In many countries fire protection or prevention is seen as an important role for the
fire service, as preventing a fire from occurring in the first place can save lives and property.

All occupants must be capable of responding correctly in the event of fire. Accordingly, a
plan should be prepared outlining the procedures to be followed. This predetermined plan can
be broken down into a number of sections:

 a procedure for raising the alarm; a procedure for calling the fire brigade; an
evacuation procedure; an assembly point and roll call procedure; a procedure for
fighting the fire;
  a procedure for assisting the fire brigade.
 Initiate the evacuation procedure once the fire alarm has been sounded. The
evacuation procedure will depend on the building use
 A roll call should be taken to ensure all occupants are accounted for. Missing persons
should be notified to the Fire Brigade when they arrive at the scene.

In the early stages of a fire it may be possible to successfully contain it or extinguish it with first
aid firefighting equipment. Drills should be carried out at regular intervals to test the
effectiveness of the predetermined arrangements.

Preventive Measures: Regular inspections are required to ensure prevention of disasters. The
following should be monitored by regular inspection.

Stairways and final exit doors must never be obstructed, and all exit doors must be capable
of being opened easily and immediately from the inside while the building is occupied.
Rubbish and combustible waste including paper, cardboard, plastics and chemicals should not
be allowed to accumulate in any area. Where large quantities of combustible waste are
produced at the site it should be removed to an outdoor storage area or waste skip located
away from the building. Flammable liquids, gas cylinders, aerosols and materials liable to
spontaneous combustion should be segregated from other storage. Also machinery and
equipment should be checked regularly for signs of wear, damage or overheating.

However fire may still occur in spite of good fire prevention procedures. Advance planning
should be carried out to minimize the cost and disruption of a fire. While insurance will cover
the material loss, loss of customers and suppliers and other consequential losses may
ultimately cause the failure of the company.

Ambulance:

The primary role of all ambulance services is emergency first aid medical care, although they
generally provide both emergency response and patient transfer on behalf of the health sector.
They provide easy access to health services, particularly out of hours, and contribute
significantly to telephone triage and telephone health services through sophisticated
communications infrastructure. Ambulance services are the primary providers of a 24/7
response to medical and trauma related emergencies. They provide a disciplined and
organised system, allowing a timely response of appropriately qualified health care workers –
often to potential or confirmed medical emergencies. Although medical retrieval teams are
provided by the major trauma centers, co-ordination of the team and rescue helicopter is
provided by the ambulance communications center, and also crewed in most instances with
intensive care paramedics.

Certain situations in life require immediate medical care and a fraction of a second delay can
drastically change somebody’s life. The ambulance service and paramedics are very
important in society as they save hundreds of lives daily by responding to emergency calls.
They operate from ambulance stations located in various areas with control centers that
respond to emergency calls and dispatch ambulances when needed. Whether the patient is in
rural retreats, busy seaside resorts or large urban conurbations, ambulances reach the
emergency scene within minutes of the call.

The crew includes an ambulance technician and a paramedic. Once the paramedics arrive at the
emergency scene they evaluate the situation and the condition of the casualty and decide
whether to take them to the hospital or just treat them there. One of the important roles of the
ambulance crew is to stabilize and treat patients quickly to prevent any mishap before the
patient reaches the hospital. They provide immediate and effective life-saving care in a safe
and clinical working environment with maximum mobility. Paramedics and ambulance
technicians are well trained in first aid skills to be able to deal with profuse bleeding, crush
and fall injuries, cardiac arrests, road accidents, and much more.

During earlier times,ambulances were used to transport patients after the doctor or fire
department rescue squad applied simple first aid. Today, ambulances come in a wide variety
of shapes and sizes equipped with a huge range of essential pre-hospital emergency machines
including heart defibrillators, intravenous drips, splints, oxygen, drugs and much more. .

In some cases patients may be transported in an air ambulance which is basically an aircraft
specially designed for providing emergency medical assistance in critical medical situations.
An air ambulance is used when the patient has to be transported over a long distance or
terrain or if the patient has to be quickly transported to a treatment center. Air ambulances
are equipped with basic equipment like ECG monitors, ventilators, medication and stretchers

The chances of medical emergencies in events are quite high. Especially in case of sports
events, the event organizers should make arrangements for Ambulance and fist aid at the
venue itself so that casualties can be attended to timely.

CATERING:

Catering Service refers to the activity of providing food, refreshments and food service at
events, hotels, pubs or any other location. They are of various types. Each type has a slightly
different type of planning, pricing, and ordering procedures. Here are the general types of
catering to consider:

Catering for Weddings:

Caterers play a very important role at weddings. The food served at such events strengthens
the recall factor. From the special guests to the bride and groom, you want to makes sure
everyone eats (and celebrates) well. Decorations, dinner, dessert drinks are just part of the
planning. The catering requirements depend on the nature of weddings. For example: A south
Indian wedding will require south cuisine.

Catering for Corporate

From small office meetings and training to large regional events, the ability to have great
food delivered on site saves time & money while allowing you to focus on the more
important task at hand, and that is your business! Continental breakfasts, box lunches and
buffets are all popular for corporate catering.

Catering for Social Events

From birthday and retirement parties to big backyard BBQs, social events cover a wide range
of events. Appetizers, bartenders and sumptuous delicacies are some of the delights at
events. Social events range from weddings, birthday parties, wedding anniversaries to
gatherings such as the New Year bash. The menus for all such events will depend on the
client. The success of such events depends largely on the catering services. In addition to
using your chef’s skills, you can use other forms of creativity for decorating and planning for
the event. Also consider contracting with musicians, rental companies, florists and venues to
increase your profits. It is a good space to form a solid word-of-mouth reputation. For
example, when one wedding is catered well, the bride and groom’s friends are likely to
contract with you at future weddings or events. However care should be taken to ensure that
you maintain good relations wit the clientele and meet their objective as defined by the
clientele.Mobile catering:

Mobile catering is gaining popularity these days as such caterers move from place to place in
a van or truck designed to carry food and equipment. Examples of mobile caterers are
vendors at festivals, fairs and farmers’ markets, meals-to-go services and parking-lot vendors.
Mobile caterers enjoy low start-up costs due to the small scale and part-time nature of their
operation. This type of catering operation can be easily managed alongside a standard event
catering business or restaurant operation. However there are certain issues associated with
mobile catering too. Much of the equipment needed to cool, cook, warm and sell the food
must fit in a small, confined space, like a van, truck or booth. Since mobile caterers operate at
multiple locations or venues – often even in multiple cities – it is difficult to gain brand
awareness and develop a loyal customer base

Seasonal Catering:

Seasonal, sporting, major public events all fall into this category. A gathering of people,
generally attracts caterers to cater to the needs of people by tickling their taste buds. One
should make the right menu choices for your audience. Audience and Participants look
forward to the hospitality at events especially the food and beverages arena. . The crowd
favorites range from hot dogs and hamburgers to cheese fries and ice creams.

The reality is with so many choices it’s easy to overlook your budget and end up with more
food than you can afford. There are situations wherein excess food goes down the drain. As a
matter of fact making choices and deciding on the right quantity to be served is a difficult
choice. However you can also decide to choose the mode of disposal of excess food if any.
The excss food can be sent to an orphanage or an old age home so that the food is not wasted
and thrown away.The following four tips will help your caterer save you time and money
when ordering for your event.

Know Your Guest Count –. Knowing your guest count before you call to get an estimate
will help you better budget and eliminate confusing and unnecessary menu changes at the last
minute.Always make provisions for excess food if required or ordered at the last moment.

Time –Deciding on the place and time of delivery of the order is crucial. The caterer should
make sure that the delicacies reach the venue on time else it will cause unnecessary anxiety at
the venue. They should be well delivered so that the ingredients do not lose out on flavor and
appearance.

Decor –Adding a unique appeal, it’s an integral part of the event planning that any
professional caterer should offer. Enhancements may include decorations, linen, china,
servers, on-site chefs, bartenders, salad decorations, and more. This may look outside the
scope of catering services; however it creates a lasting impression in the minds of its
audience.
Pricing: – The price should be decided well in advance and a caterer should ensure that value
for money has been rendered. The client should be pleased and the pricing should be
discussed and terms of payment stated clearly at the time of agreement.

Disposal: Planning on disposal of excess food should be planned so that in case an excess
arises the caterer should be able to dispatch the food items to the pre decided venue so tht
there is no wastage. He should also make provision for arranging for items just in case
anything falls short at the venue.

Health and hygiene: Health and hygiene is an important aspect of catering services. If
hygienic conditions are not maintained, the guests may be uncomfortable and may not enjoy
the food at all.temporary cleaners should be available who will constantly keep the ambience
clean in case of litter and adequate dust bins should be place in and around the place to avoid
unnecessary mess.

Like many careers, catering takes a combination of training, hard work, and carefully honed
skills to succeed. While there is much in common with being a chef, caterers face many
additional challenges. Caterers have to handle such business matters as accounting, marketing
and customer relations, in addition to the quality of the food.

Following are few points that you need to keep in mind before making a choice on the
right caterer:

Taste: At its most basic level, catering is all about food. No matter how beautifully the venue
is decorated or how carefully the place settings are arranged, clients won't return if the food is
awful. You also need enough cooking experience to make recipe substitutions, plan menus,
and safely prepare, reheat and transport large amounts of food.

Food safety: A good caterer should be aware of and comply with the most-up-to-date food
safety laws in their particular state. The Food and Drug Administration is in charge of food
safety regulations throughout nation. The caterer should take into account the health and
hygiene aspects before setting up to serve.

Customer Service: Caterers work with clients to design a menu. Being courteous, tactful,
and diplomatic is necessary, as you may need to persuade a client to substitute an ingredient
or change a dish. Good communication and people skills are also vital to building up a client
repertoire and catering a successful event. A satisfied customer is the best recommendation,
and word-of-mouth remains some of the most effective advertising out there.

Flexibility & Creativity: Cooking methods may have to be altered to conform to religious
dietary requirements or personal preferences. An imaginative and adaptable person will be
able to triumph in these situations, and instill confidence in their clients in the process.
Sometimes food may run short and snap decisions at such times for making good the shortage
enhances the competitiveness and caliber of a caterer.

Leadership: A caterer has to manage a staff of cooks, servers, cleaners, and dishwashers,
while ensuring their team is aware of their schedules, place settings, serving customs, and
food safety regulations. It may also be necessary to provide direction and advice to
customers. A caterer should possess could leadership skills to keep things under his control
and have a check on adverse situations.
Motivation: Caterers must be enthusiastic and proactive, to promote themselves and bring in
business. During the busiest times of year, a caterer may work long hours, seven days a week,
which demands stamina. It's also important for caterers to motivate one's employees (and stay
motivated themselves) in moments when business is slow.

Financial planning: Fluctuating work is part of the job. The often busy periods, such as
weekends and holidays, must be balanced with the times of year when business is only
trickling in. Being able to financially plan and weather the slowdowns is particularly
important to a caterer.

Marketing: Your food may be delicious, but the phone won't ring unless people know about
you. Getting your business noticed is important and in catering, a good network of contacts is
essential. The caterers have to liaise with florists, venue organizers, event planners and a
variety of other services that it takes to pull off a large event, and this also acts as your
network of referrals.

Attention to detail: A caterer may also be in charge of some décor, table arrangements and
food presentation. Setting up, running and clearing the dining room all fall under the task of a
caterer. Following are the ways you can impress your client and all of their guests - who are
all potential clients themselves.

The event organizer has to be prudent and act with diligence while making a choice of a
caterer for events. Following considerations are noteworthy
 Quality, Quantity, Timeliness and Cleanliness are generally regarded as the most
essential and important components.
 A poor catering performance is the biggest reason for dissatisfaction or
disappointment with a function or an event .
 Understanding the strengths and abilities of a prospective caterer is a very significant
driver for a successful function
 Choosing the best caterer for your particular function will greatly assist in the
function being successful with catering that meets your expectations
 Having a good understanding of current catering pricing (both food and beverage)
helps greatly in ensuring that you pay a fair and reasonable price for your catering
requirements and work within your budget
 Accurate briefing of and negotiations with a caterer will likely result in a quality
catering performance
 Only experience of and professional understanding of “catering” will provide the
necessary assurance regarding briefing and negotiations with a caterer
 This experience will generally only be found with an experienced event manager or
person who has significant experience or background in the food/ hospitality industry
 This experience will significantly assist you and your guests in experiencing a
memorable experience and will increase word of mouth publicity.

Electricity:
Electricity has been one of the most significant inventions and discovery for mankind. In
today's culture, electricity is a vital part of functioning as a society. Simple tasks, such as
waking up at a designated time or enjoying a piece of music, are accomplished currently via
electronic means. One only needs to consider the consequences of a relatively short power
outage; factories close down, phones and computers go dead, traffic slows to a crawl, food
spoils in refrigerators accurately observe, how power-dependent our society has become.
However, electricity is a constantly developing technology, and the aspects one currently
associates with electricity and electricity generation are nowhere close to the original
features. In the past century and a half, electricity has steadily evolved from a scientific
curiosity, to a luxury of the affluent, to a modern need. Along the way, it has been shaped by
a variety of non-technological factors: economic, political, social, and environmental, to
name a few.
Life would be impossible without electricity. You would have to find a way of ascending 15
floors with no elevator. It is radically unimaginable to run an event successfully without
electricity. Life will come to a standstill. In the absence of electricity, lights, music systems,
mike systems, elevators, transport, and amusements all become inoperative. People were
literally left stranded. Many power appliances are used at the venue of events. It would be
unimaginable to think of hosting events without the use of power and electricity.
Even in venues darkened for the performance, lighting should always be adequate to identify
exits as well as corridors and aisles leading to them. Auxiliary battery power or generators
should be installed to provide light in a power outage and to power the public address system.
The latter may permit directions to be given to spectators in a power failure, thereby
alleviating panic. As many concerts are performed with only stage lighting, access to the
main lighting or house lights is essential in case of an emergency. The location of the controls
for these lights, and the operation of the controls, must be known to those on site responsible
for emergencies.
For outdoor events, any electrical installation needs to be certified by an
electrical contractor.
Power is required for lighting, equipment, offices, dressing rooms, stallholders, caterers, bars,
and general site and stage lighting. Power for outdoor events is supplied in most cases
through mobile power generators. Indoor events will use building based power, primarily
through mains supply. The total energy consumed has a direct and measurable impact on the
total greenhouse gases (GHG) produced by an event. Reductions in the impact of power use
at events through Providers of energy (venues, power contractors) or users of energy (staff,
crew, contractors, stallholders, exhibitors, other third parties) will be engaged with energy
goals for the event through your communication efforts above.
Generator Suppliers:
Requirements may be placed on mobile generator suppliers such as: Reporting of total
fuel used total KVA capacity to allow ongoing efficiency analysis, load capacity monitoring
for ongoing planning and analysis, provision of certain equipment and fuel, turn on and off
routines, etc. If these requirements are discussed with the power contractor, it is prudent to
include clauses in the hire agreement to ensure that the equipment and service requested is
Supplied and that reporting is done timely.
Venue Lighting:
It is unlikely that you will have control of major aspects of a venue’s lighting and air
conditioning, however you will have control over what is turned on and off in the room that
you hire. Ask the venue to not turn the lights on until you arrive, to ensure no technical
equipment is left on and ‘humming’ before you arrive, and that AC is only used if required.
Prefer daylight over electric lights. You may also need to articulate in your venue hire
agreement what power monitoring can and should be done so that you understand what
power has been used by your event activity. If they can’t monitor, they will know the average
energy use per day at the venue and the floor space of the area you used, so a good estimate
could be devised.
Generators:
Arrangements should be made for generators that may be made available in the eventuality of
power cuts. Generators are essentially to be installed as scheduled and unscheduled power
cuts may disrupt the smooth functioning of the events. Generator is a must especially at
events because a power cut may totally re-energize the guests and they may leave the venue.
Power Users:
Stallholders and exhibitors will need instruction not to bring energy zapping equipment. If
they pledge to not do so, you need to have some measures in place to enforce this pledge.
Have them specify the equipment they will be bringing and the power pull per hour for the
equipment. This will provide learning around their own energy demand and they will then be
in a position to monitor it. Put additional fees and/or financial penalties on power users if
they use equipment other than what they specified, or overuse supply.
Crew:
Staff and crew, particularly those running stages will need to understand the expectations of
power use and behavior in their working role, and expectations for energy reduction practices
should be articulated formally to them. Induct all power users when they arrive on site to
reinforce expectations and their contracted responsibilities.
Plan for Power Monitoring:
Ensure you have people and procedures in place to keep on top of power use at the event
during show days. Any contracted agreements for power use, power supply and power
reporting should be continually monitored for compliance while the event is on and
corrective action in place if required.
Problem Solving: Trained staff should also be available at the venue for trouble shooting, so
that the event is conducted without any hiccups. Major elements can land upon trouble
caused by unscheduled delays that may arise due to power problems at the event venue.
Therefore a trained crew for problem solving and rectifying issues must be available for the
event.
Choose a Sustainable Venue:
A sustainable venue is more than being energy efficient. Energy efficiency is a major element
contributing to a building’s sustainability; heating & cooling systems, insulation, passive
solar, energy saving light bulbs, low energy appliances and equipment, lighting timers, sleep
mode on equipment, etc, are all ways of reducing energy consumption.
Use Green Power
Indoor venues use mains electricity supply, which can be sourced from renewable or non
renewable sources. The alternative is clean, renewable energy such as wind, solar,
geothermal, and biomass.
Conserve Energy Use:
Ensuring successful implementation of energy conservation programs is dependent on staff,
crew and contractors being involved and actively committed to the event’s goals of reducing
power demand and greenhouse gases. Getting your heating and cooling settings working
optimally will ensure you don’t over heat or over cool the venue (auditorium, back of house,
workshops, and storage and production areas) and thus waste energy.
Safety Equipment and Emergency Measures: The last but not the least, proper care sould be
taken to ensure that there are safety measures in place just in case of an emergency.The safety
alarms and equipment should be in the vicinity of approach so that minimum damage is cause
in case of an emergency. Use of old equipment should be avoided to avoid a crisis. The
equipment should be serviced from time to time to ensure efficient functioning.

WATER:

Events must have sufficient supply of freely available, or at a nominal charge, potable water,
and clear directional signage to water. Outdoor events that expose patrons to the elements
must take due care for their health and comfort. Events also include water events which
necessitates the arrangements for clean healthy water. Non water events too require water
arrangements at events for drinking, washing and for wash rooms etc. Therefore water is an
important resource at events. If temporary structures have been designed, then arrangements
for storage of water should also be made. Water is used for the following purposes,

Drinking fountains and dispensers:

Drinking fountains can be installed in a variety of ways to suit their location. They can be
mounted to the wall or simply freestanding pedestals. They must be made at the right height
for their expected users. For example, a drinking fountain made for children must be lower
than one for adults. Also, a drinking fountain that might be used by wheelchair users must be
installed at the appropriate height. A water dispenser is the staple of many events, as it is
flexible and easily refillable, both drinking fountains and water dispensers are good options to
provide water to different people in different locations, and they are also suitable for all kinds
of events.

Water Bottles : Water can also be supplied in the form of water bottles so that it comes handy
for the guests and there is no wastage of water. It is also a convenient mode as the water
bottles can be arranged for based on the head count of guests. During summer season, the
arrangements for water bottles should be comparatively more than what is required during
winter or cold periods .Care should be taken to ensure that there is no shortage of water as
excess stocking of water does not give rise to a wastage anyways.

Disposal of waste water:

An efficient mechanism of waste water disposal should be arranged for at the site. Health and
hygiene factors must be given due importance so that the site remains free from pollution and
does not become a breeding ground for diseases. Recycling of water can be looked into if
possible wherein the waste water could be directed to plants if there are any close by.

Water Management:

Water is an important resource, a free resource, yet the event organizers should ensure that
this precious water is not wasted. It is generally noticed that water at event venue is generally
misused and wasted. Proper care should be taken to ensure that water is preserved and put to
the most efficient use. Adequate management of water will result in saving money and cost
control.

Water Testing:

It is universally accepted that water is one of the most vital resources contributing to life in
humans, plants and animals. Although water is commonly regarded as healthy, water may
contain chemicals or pathogens if untreated. Water is important for maintaining life, but
untreated, polluted water is the leading cause of death and disease throughout the world.
Water pollution is a serious problem, and causes disease and death on a daily basis. For this
reason, water is tested to ensure that chemicals, bacteria, or any other harmful substances are
removed before it is used for consumption or dispersed to the audience of the event. It is
important to test water to prevent illness, as well as ensuring that water is aesthetically
pleasing
Uninterrupted Supply: Water is an important element at events. Therefore efforts should be
made to arrange for an uninterrupted supply of water, for use at the event. Water supply
should not be scarce. Estimating the quantity of water that will be required for the event is an
important aspect of planning for water.

TAXES: 'Event management' is defined as “any service provided in relation to planning

promotion, organizing or presentation of any arts, entertainment, business, sports, marriage or
any other event and includes any consultation provided in this regard and includes any
consultation provided in this regard. The services of event management should be provided
on commercial basis. The event management services would cover certain specific services in
relation to -

(b) Consultation

(c) Planning

(d) Promotion

(e) Organizing, or

(f) Presentation, of any of the following —

(i) Arts

(ii) Entertainment

(iii) Business

(iv) Sports

(v) Marriage

(vi) Any other social or business events

Taxable event and scope of service:

“Taxable Service” means any service provided to a client by an event manager relation to
event management. (Sub clause (ZV) of clause-90, Section 65 of the Finance Act, 1994,)

An event manager is hired to execute an event such as product launch of any corporate,
promotional activities, concerts/rock show, official meets, award functions, beauty pageants,
entertainment events, exhibitions, private functions, sports events etc. Event manager uses his
expertise and ideas to manage an event. Event manager is supposed to manage a venue, sets
including decoration of sets, mandap, chair, table, barricades, sound, light, video, electrical,
security, communication, invitations to the event / sale of tickets and publicity of the event.
He also manages the stage show, artist, musicians, choreographers and other
miscellaneous items for holding of event. All services provided by the event manager are
liable to service tax. This also covers any consultation provided for organizing an event.

Value of taxable service:

The gross amount charged by the event manager from the client is the value of taxable
service which is inclusive of amount payable to sub-contractors, if any.

ACTIVITIES IN EVENT MANAGEMENT:

PLANNING:

Planning for an event is the most important function. Planning is the first part of managing an
event. This applies to all events starting from a small get-together of friends to a large rock
concert.

Managing an event is necessary to ensure smooth conduct of an event and ensure that time,
money and material is used effectively by all the people involved (attendees, service
providers, civic authorities etc.). Planning and organization are the key elements that
determine the success of an event. Planning is required for ensuring that the objective of the
event is accomplished. A large number of elements require planning. Adherence to an
effective plan and implementation would lead to successful event.

Event planning is the process of planning a festival competition, party, concert or

convention. It includes budgeting, establishing dates, reserving the event site, permits, and
co-ordination with govt agencies, political parties’ transportation and security arrangements

Following are the areas that need planning:-

1. Mission/purpose statement-

The first step is to develop a simple statement that summarizes the purpose of the event.
Different stakeholders have different interests and roles to play and this situation could lead
to a change of focus or sideline of the mission or purpose. Example A sport event may have
as its mission-“to attract both loyal and team supporters and first time spectators in an effort
to improve ticket sales and the viability of the competition and venue.

2. Establish Aims of the Event:- An event could have one or the following aims:-

1. Increasing Product Sales

2. Creating an Awareness
3. Providing Entertainment
4. Celebrating a Historical Event
5. Crowd Pulling
6. Media Coverage
7. Raising Funds for charitable Purpose
8. Increasing Civic Sense
9. Providing Unique Experience
10. Publicity and more
Aims vary widely from one event to anther and the event manager should keep the aim in
mind while organizing an Event. It cannot be stressed enough that all the activities
conducted to carry on the event must reinforce the purpose and the goals.

3. Establish the objectives:-

SMART objectives should be designed for accomplishing the objectives. Every event
should have a common objective .The event activities should be aimed at achieving the
goals and objective.The goals to be achieved through events should be SMART.
S = Specific
M = Measurable
A = Attainable
R = realistic
T = Time Bound

4. Some of the other event planning services that need to be taken care of by
the event organizers are as follows:-
1. Planning about the venue
2. Planning for accommodating sponsors to the event
3. Planning for stage decoration and props
4. Entertainment plans
5. Exhibitor needs
6. Food & Beverages
7. Invitations & Announcements for the event
8. Logistics
9. On-Site Co-ordination
10. Security Arrangements
11. Sanitation Facilities
12. Garbage disposal Management
13. Photography and video coverage
14. Defining quality for hospitality
15. Media coverage etc

5. Planning encompasses the development of policies and procedures to cover

all situations, from disputes over ticketing to dismissal of negligent employees

The Born this way ball is lady Gaga’s first tour since the release of her album born this way,
which sold nearly 6 million copies, since its release
 Gaga’s was named Forbes most Powerful Woman in the world 2011
and also names as in the list of the most influential people in the world with over 22
billion combined views, over 53 million likes and 30 million followers on twitter
Venue – Madison Square Garden
ADVANTAGES OF PLANNING:

1. Planning facilitates management by objectives.

2. Planning minimizes uncertainties.

3. Planning facilitates co-ordination.
4. Planning improves employee’s moral.
5. Planning helps in achieving economies.
6. Planning facilitates controlling.
7. Planning provides competitive edge.
8. Planning encourages innovations.

ORGANIZING:-
One of the important functions to be performed by an event manager for successful
hosting of events is organizing. The event manager will distribute resources and organize
his/her employees according to the plan. Managers need to identify different roles and
ensure that he/she assigns the right turnout of employees to carry out his/her plan.
He/She will also need to delegate authority, assign work, and provide direction so that
the team of representatives can work towards the target that needs to be achieved coping
up with barriers in their way.

Events can be successful with organized groups or effort of individuals/groups directed

towards achievement of a common goal. Events typically have a team based work
environment. All the activities involved in events are inter- related and inter connected.

Operations

Publicity sponsors

Fund raising
Administration
ORGANISING Security
COMMITTEE

Entertainment

Decoration Catering
Transportation

Organizing in the context of event management involves the following

 Identifying individual and team tasks
  Assigning and Delegation of Responsibility
 Clarifying Roles and Positions
 Making standby arrangements.

Some of the event planning services that need to be taken care of by the event organizers are as
follows:-

1. Travel and Transportation

2. Audio Visual Needs
3. Catering and Hospitality
4. Decor and Props
5. Food and Beverages
6. On-Site Registrations
7. Sanitation Facilities
8. Security Arrangements
9. Logistics
10. Infrastructure
11. Media Partnering etc

STAFFING:

Definition:-According to Harold Koontz

“Staffing means filling and keeping filled positions in the organization structure”.

Staffing is a process through which competent employees are recruited, selected, properly
trained, effectively developed, suitably rewarded and their combined efforts are harmoniously
integrated and directed towards achieving the desired results /objectives of the business
enterprise. Labor force is undoubtedly an active sensitive and essential factor of production.

According to Peter Drucker, “Without human factor all the factors of production are useless”.
This means it refers to the human factor, which activates other factors. In this way
management of an enterprise cannot ignore staffing as an important function. It is rightly said
that an organization without staff is simply an unproductive shell.

Therefore event staffing refers to the supply of manpower needs for a corporate event.

 Staffing ensures fitting right people into the right jobs

 It includes recruitment and training
 Assigning and delegation of responsibilities
  Development of recognition strategies, preparing staffing policies for
misconduct, violation, safety procedures etc
 Adequate staffing will depend on the size of the event

Staffing for an event is as diverse as the event itself .Event staffing service is provided by
corporate event organizers for the smooth conduct of the event as a whole.

Nature of Staffing:

Staffing function of management involves the following characteristics.

 It is the function of Event management.

 It is an integral part of Event management process.
 It is continuous activity function of Event management.
 It is concerned with human resources of an organization.
 It is a persuasive function of Event management.
 It is separate from physical factors, because it is difficult and tactful function.
 It is concerned with the optimal utilization of human resources such as direction,
coordinate and control.

The staffing function will involve the following:

1. Appointing/Recruiting the right people.

2. Designation of responsibilities.
3. Duty schedules.
4. Job description
5. Training schedule
6. Monition of Performance
7. Evaluation of Performance.

Need and Importance of Staffing:

The success of business depends upon the greater extent on the right selection, training and
development of the staff. Thus, competent, co-operative and dedicated staff is the most
precious asset of an organization.

The following grounds justify the need and importance in event management and effects the cost
of production are given under.

 Facilitating discovery of competent staff.

 Ensuring maximum productivity.
 Developing personnel for shouldering greater responsibilities.
 Meeting future requirements of talented person.
 Job satisfaction due to proper placement.
 Maximum utilization work force.
 Supplying information regarding transfer, promotion, recruitment, death, demotions
etc.
Event staffing solutions for a corporate event are as follows:
1. Event Mangers:
An individual who is in charge of a certain group of tasks, or a certain
subset of a company. A manager often has a staff of people who report to him or
her. They look into the overall arrangements of the entire event .They resort to
crisis handling at event site.
The major functions that a manager completes can be categorized into
four different functions known as planning, organizing, leading, and
controlling. For some of us, we only see the final two - leading and controlling -
but you should know that for every managerial behavior you do see, there is an
equal amount that you do not. Behind the manager's closed door, he or she
spends a good deal of his or her time planning and organizing so that he or she
can effectively carry out the functions of leading and controlling.
2. Event Host/ Hostess:
Event catalysts or enablers popularly known as the master of
ceremonies help in keeping up the enthusiasm of the audience. He is a person who
acts as host at a formal event, making the welcoming speech and introducing other
speakers. He conducts a program of varied entertainment by introducing other
performers to the audience.
3. Promotional Staff:
They are involved in developing marketing campaigns to promote
an event. The role includes planning, advertising, public relations, organizing
events, product development, distribution, sponsorship and research. The work is
often challenging, varied and exciting.
The promotional staffs assist in product launches and involve
themselves in highlighting brand characteristics.
4. Event Porters:
They are needed for lifting, loading, unloading and other manual
tasks.
5. Waiters/Bartenders:
Staffs are trained in hospitality services.
6. Parking Staff:
Staff undertaking responsibilities in the parking area.
7. Staging Staff:
Such staffs are in charge of stage decoration, lighting, banner set
up and logistics on stage/back stage.
8. Billing Staff:
Staffs are in charge of cash collections at counter, ticket sales. A
staff that is primary responsibility for an account, whether it is for an individual
or corporate client.
 IMPORTANCE OF ORGANISING FUNCTION

1. Specialization: Organizational structure is a network of relationships in which the

work is divided into units and departments.This division of work helps in bringing
organized and specialized effort into various activities of the concern.

2. Job Definition: Organizational structure helps in putting right men on right job
which can be done by selecting people for various departments according to their
qualifications, skill and experience. This is helping in defining the jobs properly
which clarifies the role of every person.
3. Authority Clarified:Organizational structure helps in clarifying the role positions to
every manager (status quo). Well defined jobs and responsibilities attached helps in
bringing efficiency into managers working. This helps in increasing productivity

4. Co-ordination -Harmony of work is brought by higher level managers exercising

their authority over interconnected activities of lower level manager.
5. Effective administration - The organization structure is helpful in defining the
jobs positions. The roles to be performed by different managers are clarified.
Specialization is achieved through division of work.
6. Growth and diversification - A company’s growth is totally dependent on how
efficiently and smoothly a concern works. Efficiency can be brought about by
clarifying the role positions to the managers, co-ordination between authority
and responsibility and concentrating on specialization.
7. Sense of security - Organizational structure clarifies the job positions. The
roles assigned to every manager are clear. Clarity of powers helps automatically
in increasing mental satisfaction and thereby a sense of security in a concern.

Qualities/ Activities of an event manager

In every event management company, there's a hierarchy of management that keeps the
whole operation running smoothly. A good manager can motivate people, learn from
previous mistakes, and gain respect from a team. A good event manager has to follow the
following steps:

1) Motivation:.

 It is an important function of the event manager to keep the employees motivated

and dedicated to their respective jobs.It isn’t money or remuneration that keeps the
employees motivated.
 The staff need to be motivated to complete their tasks until the objective is
accomplished. It is our values that make us "tick." If you manage by respecting your
team's values, they will give you 110 percent of their effort.
 Ask the employees how they like their job on a regular basis. Encourage them
to interact and voice out their opinions with you. Preparing action plan
  Offer perks that your employees will value. If health is important to them, give
them time to go to the gym and work out. Knowing their priorities and respecting
them would be an added advantage.

2) Setting Goals and Milestones:

 Make sure each employee knows what's expected. Having concrete goals empowers
your employees and keeps them focused on work. Explicitly outline what you
expect, when the deadline is, and what you'll do with the results.
 Offer goal-oriented feedback. Providing your employees with quick feedback that's
focused on their work can help foster improvement. Meet in small teams or one-on-
one, and go over your comments in detail.
 Employees may offer a better way of launching an event which has to be considered.
Allow them to voice up their creativity and thought pattern for a mix of ideas.

3) Delegating Responsibility

 Delegate: You're a manager because you're good at what you do, but that doesn't
mean you're supposed to do everything yourself. Your job as a manager is to
teach other people how to do a good job.
 Start small: Give people tasks that, if performed incorrectly, can be fixed. Take the
opportunity to teach related to lunch an event and empower your employees. Then
gradually give them tasks with greater responsibility as you come to understand their
strengths and weaknesses.
 Appreciate and train them to handle contingencies and unexpected situations.

4) Communication

 Become approachable.Show that you are ready and willing to listen. Maintaining
an open channel of communication will make you aware of problems quickly, so
that you can fix them as soon as possible.
 Don't be one of those managers who inadvertently make an employee feel like
they're bothering you when they bring up a question or concern. Instead of seeing it
as another crisis to manage, look at it as an opportunity to show your employee how
much you want this organization to be a fulfilling place to work.
 Take an interest in your employees. Don't make every interaction with your
workers strictly business. Ask after their well-being, chat with them about yourself,
and establish a personal connection.
 Accept their point of view .

5:Avoid fault finding and make scope for improvement:

 As a manager, you take responsibility for other people's actions, so the last thing you
want to do is be responsible for someone else mistakes. In an attempt to be proactive
and prevent mistakes, you might give careful instructions and create clear, strict
standards. Make the employees more independent which will gain you a significant
portion of your time.
  Acknowledge your own wrongs. When things don't turn out the way you expected,
recognize what you could have done differently and verbalize this realization to your
employees. This shows them that you make mistakes too, and it also shows them
how they should handle their own mistakes.

6) Embracing Egalitarianism

 Treat everyone equally. Most of us aren't as egalitarian as we'd like to be. Many
times, favoritism happens on a subconscious level. The tendency is to give more
positive recognition to the people who remind us of ourselves somehow and who
actually like us, rather than to the people who make the biggest contributions to
the organization.
 So monitor your own behavior carefully and make sure you're not accidentally short-
changing them, even if they give you the impression that your positive regard
doesn't affect them. Some people shy away from positive feedback but appreciate it
nonetheless.
 If you're good to your workers and they're happy with their jobs, they'll pass that
kindness on to customers and invaluably bolster the image of your company. Or,
they'll do the same for their employees and maintain a positive corporate
culture.

8. Problem Solving and Decision Making:

 The event manager should take snap decisions in times of casualties

and facilitate smooth functioning of the events.
 Despite efficient planning, adverse situations arise that may cause hiccups,
therefore an event manager should be prudent enough to manage
situations that may arise from time to time.
 Decision making for events also varies from making personal decisions in
the scope and nature of the potential impact of those decisions. They can
affect hundreds or thousands of people and involve vast amounts of money.
This is why the event organizer must understand and employ effective
decision making systems.
Team work:

Team building skills are critical for your effectiveness as a manager or entrepreneur or even
an event manager. And even if you are not in a management or leadership role yet, better
understanding of team work can make you a more effective employee and give you an extra
edge in your work office. Personnel function in teams .Team Building activities activate
trust, faith and companionship among the team members and help them to work unitedly to
achieve a common goal. It leads to a strong synergy of individual contributions.Team
building helps in building relationships among the team members and develop team spirit
among the members which leads to high productivity and efficiency.

The first factor in team effectiveness is the diversity of skills and personalities. When people
use their strengths in full, but can compensate for each others weaknesses. When different
personality types balance and complement each other, reaping all the benefits of team
building.

The other critical element of team work success is that all the team efforts are directed
towards the same clear goals, the team goals. This relies heavily on good communication in
the team and the harmony in member relationships. It is often noticed that some people with
similar personalities may start fighting for authority and dominance in certain areas of
expertise. Even if the team goals are clear and accepted by everyone, there may be no team
commitment to the group goals or no consensus on the means of achieving those goals:
individuals in the team just follow their personal opinions and move in conflicting directions.
There may be a lack of trust and openness that blocks the critical communication and leads to
loss of coordination in the individual efforts. The event leader should adopt team building
exercise to attach benefits of coordination and integrated effort. Certain Team building
techniques that can be adopted by the event head are as follows:

 The team goals should be totally clear and completely understood and accepted by
each team member.
 Make sure there is complete clarity in who is responsible for what and
avoid overlapping authority.
 Build trust with your team members by communicating withthem from time to
time and resolving issues among them.
 Develop team spirit among the team members encourages open communication
 For issues that rely heavily on the team consensus and commitment, try to involve the
whole team in the decision making process so that all get equal opportunity of
participation and develop feelings of self worth and work more intimately as a team.
 When managing teams, make sure there are no blocked lines of communications
and you and your people are kept fully informed.
 Be careful with interpersonal issues. Recognize them early and deal with them in full.
 Don't miss opportunities to empower your employees. Say thank you or show
appreciation of an individual team player's work.
 Don't limit yourself to negative feedback. Be fair. Use positive strokes for
positive influence on the team members.

Finally, though team work and team building can offer many challenges, the pay off from a
high performance team is well worth the effort.
LEADERSHIP:

Event manager spends time connecting with his/her employees on an interpersonal level. This
goes beyond simply managing tasks; rather, it involves communicating, motivating, inspiring,
and encouraging employees towards a higher level of productivity. Not all managers are
leaders. An employee will follow the directions of a manager because they have to, but an
employee will voluntarily follow the directions of a leader because they believe in who he or
she is as a person, what he or she stands for, and for the manner in which they are inspired by
the leader.

1. Leadership plays an important role in event management

2. Various skills are required to be possessed in a leadership role such as communication
skills, interpersonal skills, Risk Management skills and Negotiation skills
3. Leadership is defined as – Leadership is a process, whereby an individual influences
a group of individuals to achieve a common goal
4. The event leader performs various functions to ensure successful conduct of
events. They are Planning, Organizing, Staffing, Directing, Controlling, Co-
ordination, Reporting and Budgeting.

Importance of leadership:-

a) Initiating Action- Leader initiates action by communicating the plans and policies
to the Sub- ordinates
b) Motivation:- The event Leader motivates and guides his team mates
c) Co-ordination- It involves reconciling and merging independent functional
units to achieve the common goals
d) Crisis Handling: - Risks and uncertainties are inherent in an event
full environment. The event leader is able to foresee and make
changes
e) Supervision and control: - Aligning functional units with the client’s
objective requires monitoring and supervision periodically.

CO-ORDINATION

An event manager synchronizes and integrates the activities, responsibilities, and command
and control structures to ensure that the resources of an organization are used most efficiently
in pursuit of the specified objectives. Apart from organizing, monitoring, and controlling,
coordinating is one of the keyfunctions of management.

1. Events require a collaboration of various elements such as Hospitality,

Entertainment, technical, and stage Decoration etc.
2. It is important to ensure that these independent functional units work in union and co-
ordination for attainment of the common objective.
3. The need for achieving synergy among individual efforts so that the team goal
is achieved is the main aim of co-ordination.
 4. Co-ordination among the team members aids team-spirit and co-operation among
the members
5. Motivating the teams and guiding those leads to co-ordinate efforts.
6. Constraints and Crisis can be avoided by group effort and instilling confidence in
the team bearers

IMPORTANCE :

 Co-ordination encourages team spirit.

 Gives proper Direction
 Enhances Motivation
 Aims at eliminating wastage and optimum utilization of scarce resources.
 Improves efficiency
 Builds relationships among its teammates
 Coordination enhances the operational efficiency of its workers
 It reduces the possibilities of disputes and misunderstandings.

THE CONTROL FUNCTION:

Controlling is an important function of Event management. Once a plan has been carried out
the manager evaluates the results against the goals. If a goal is not being met, the
manager must also take numerous corrective measures to continue to work towards that
goal.

Definition: - According to Harold Koontz-“Controlling is the measurement and correction

of performance in order to make sure that enterprise objectives and the plans devised to
attain them are accomplished”

Process of Control involves the following:

1. Establishment of Standards
2. Executions
3. Measure Performance
4. Identification of Deviations
5. Suggest Corrective Action

Essentials of Effective Controls:-

1. Establish Baselines
2. Establish Various Controls
3. Monitor, Analysis, Assessment
4. Invoking Team Spirit
5. Generating a Feed book Mechanism
6. Co-ordination and Co-Operation

Need for Exercising Controls in Event Management

 1. Preparation of Realistic Budgets
2. Managing Risks and Uncertainties
3. Accomplishment of Client Objective
4. Avoiding wasteful Expenditure
5. Establishing links among Vendor Involved in vendors
6. Cascading Performance measures is used to
7. Measure mission management and program goals
8. Preventing Delays
9. Prevention/Handling Behavioral and Organizational Problems

Different type of controls that can be exercised in the ordinary course of activities are as
follows

1. Performance Controls
2. Cost Controls
3. Schedule Controls
4. Progress Controls
5. Budgetary Controls

Pricing Objectives and strategies:-

Pricing: Pricing is the process of determining what an event manager/organizer will receive
in exchange for its services

Choosing a Pricing objective and associated strategy is an important function of the event
manager and an integral part of the planning (Events) Process

OBJECTIVES:

Think of objectives like those desired achievements that will assist with meeting the
determined goals. They are statements of intent that explain what needs to happen, what
needs to be achieved, or where the brand needs to be in order for goals to be met. They also
need to be expressed in concrete, measurable terms.

1. Profit Maximization- Seeks to maximize the profits

2. Competitive Pricing- Based on prices charged by competitive units
3. Survival- A pricing intended for survival in the market, amidst threat of competitors
4. Return on Investment- Pricing based on a minimum return to be generated on
investments.
5. Monopoly Pricing- Price intended to establish monopoly in the market
6. Skimming Policy- An approach under which an event manager sets a highprice for a
new high-end product or the event which is unique or modern. Itsobjective is to
obtainmaximumrevenue from the market before substitutes events or products appear.
After that is accomplished, the producer can lower the price drastically to capture the
low-end clients and to be a better competitor.
7. Penetration Pricing- A marketing strategy used by an event manager to attract
customers to a new designed event. Penetration pricing is the practice of offering
a
 low price for a new event during its initial offering in order to attract customers away
from competitors. The reasoning behind this marketing strategy is that customers will
register and become aware of the new event due to its lower price in the marketplace
relative to rivals.
8. Discount pricing – Pricing at discounts, to gain popularity
9. Geographic pricing – Based on economic factors of the area, the client fixes the price.

Pricing Strategies in events:-

Activities aimed at finding a product’s optimumprice, typically including overall marketing

objectives, consumerdemand, product attributes, competitors' pricing, and market and
economic trends.

1. Penetration Pricing:- low price to increase revenue

2. Skimming Pricing:- Initial high Price are charged and later lower prices are
charged for a wider market.
3. Competition Pricing:- Setting Price at par with competitors.
4. Event line Pricing:- Events priced within a range.
5. Bundle Pricing:- Bundling up services for pricing.
6. Premium Pricing:- Pricing, with an objective of reflecting the exclusiveness of the
product.
7. Cost Based Pricing:- Pricing is based on cost plus a mark up.

Public Relation- Objectives and strategies

Definition- Public relations in its true sense is about human connections and the art of mastering
human connections at a deep level. Public Relations are communicating your organization’s
messages at the right time and in the right place to the right audience.
Therefore PR will not only take social media, branding and marketing to the next level, but will
elevate the people and products that are overtaking. In its purest form, it is the art of
influencing public opinion through communications.

Implications and Objectives:-

1. It is the part of marketing and communication strategy that crafts an organizations

messages to its diverse population that include customers, govt, media and the public.
2. The objective involves making a heartfelt connection between a person and
organization. It causes awareness, facilitated by a desire to build
communities, engage, discuss and interact.
3. Build Relationships with stakeholders- One of the objectives of PR is to build healthy
relationships, build a supportive community of influencers, Indulgers and
Participators
4. Tentacles out key messages in alignment with business plan- similar to old domino’s
pizza slogan “Under 30 minutes or its free. Public Relation leads to customer
satisfaction.
 5. Building Product Awareness- Introducing or relaunching an existing product would
require PR approach to attract audience attention at events.
6. Enhancing Interest- Public Relation activities aim at building relationships which will
generate brand loyalty and sustain the interest of the audience.
7. Reinforcing the Brand and Improving goodwill-Nurturing the psychological needs of
the audience, will lead to a bonding between the company and the customer.

Public Relation Strategies:-

1. Creating the Public Relation plan-Identifying objectives

2. Activating the Public Relation campaign- Invoking tactical plans
3. Setting Public Relation objectives
4. Budgeting for Public Relation – including media costs
5. Implementing Public Relation programs- Website management, consumer relations,
media relations.
6. Evaluation of effectiveness of Public Relations

Potential Organizational and Potential Behavioral Problems

A number of interrelated dimensional groups work in agreement towards attainment of a

common objective. However event organizations may come across certain behavioral and
organizational problems that are as follows:-

Organizational structure, much like a human skeletal structure determines what shape an
organization will take.

Potential Organizational and behavioral problems that one could encounter while conducting
events are as follows:-

1. Resistance to change:- Events call for diversity as well as uniqueness which may
require sudden, unexpected unplanned scheduling or performance. Resistance to
change or lack of adaptability may bring in rigidness and cause hiccups to the
smooth functioning of the events
2. Multiple leaderships/Locus of control:- Since an event involves a culmination of
various independent functional units such as caterers, decor and logistics etc, it
will appear as multiple groups assemble in leadership roles causing a disruption in
the common focus.
3. Lack of co-operation and co-ordination:- As mentioned earlier, events cause a
directed inflow of several independent mix of vendors and service providers
conflicts, disagreements and a lack of harmony among such functional units could be
some of the hardships faced by event organizers/managers .
4. Lack of engagement:- Since the vendors/suppliers to an event are involved for
hosting an event a temporary work shift may call for disengaged attitudes.
 Motivational case study exercise

Example of self-motivation and motivation training exercise

Motivation is often best explained by reference to real examples. The 'Hellespont Swim' is a true
story of unusual and remarkable personal achievement which demonstrates several aspects of
motivational theory, plus various other principles of effective management and performance.
Use this case study as a learning exercise. Ask people to read and comment on the story from
a motivational and performance perspective.

What motivational forces and factors can you see in this case study? What motivational theories
and concepts are illustrated in the account - for example, Maslow's Hierarchy of Needs,
McGregor's X-Y Theory, McClelland's motivational theory; and the ideas of Adams, Bloom,
Handy, Herzberg, Tuckman, etc. Also, what can you say about the story from the
perspectives of teamwork, team-building, communications, planning and preparation,
capability and potential, targets and goals, inspiration and role-models,
skills/knowledge/attitude factors, humor and fun, project management, encouragement and
coaching, project support, achievement and recognition, evaluation and measurement? What
aspects of the experience could have been improved or done differently and why? What other
aspects of personal motivation and achievement can you see in the story? How might lessons
and examples within this story be transferred to yourself, to employees and organizations?

In the wake of Leander: swimming from Europe to Asia (the 'hellespont swim')

With a shout and a prayer and a curse, we leapt at dawn from a boat into the water of the
Dardanelles and started to swim from Europe to Asia.

It had all started in London over the umpteenth bottle of Bulgarian red. For a long time, I said, I
had wanted to swim the Hellespont - the narrow channel between the Sea of Marmara and
the Aegean. The Hellespont hit the mythological headlines a long time ago. Leander, who
lived on the Asian side, had the misfortune to fall in love with Hero, who lived in Europe.
The course of true love did not run smoothly. Geography was not on their side. The
Hellespont has a nasty current ripping down the middle of it and a reputation for chewing up
ships. And religion didn't help, either. Hero was a priestess of Aphrodite, and sworn to
perpetual celibacy. So their meetings had to be covert and at night. Just as in most
relationships, ancient and modern, the bloke did all the traveling. She held out a lantern, and
he swam each night towards it. They copulated all night, and he then swam back. One night
the wind blew out the lantern and that current took Leander out into the Aegean. He never
returned. The heartbroken Hero had the decency to hurl herself into the Hellespont and the
myth was born.

The Hellespont was assumed to be accessedand swimmed acrossonly by gods. But then,
after one failed attempt, Byron did it, and it has been done from time to time since. We
should have a go, I said to Steve and David (fat, pale, thirty-something pie-eaters like me). If
a club-footed syphilitic like Byron could do it, so could we. The Bulgarian red spoke, and it
said yes, and before it could withdraw I had put a deposit down and committed us to the
swim.

The paperwork is nightmarish. The European shore, at Abydos, is inside a restricted

military zone, and rumored to be mined. The Hellespont itself is a marine motorway, carrying
a huge volume of traffic between the Mediterranean and Istanbul and the Black Sea. The
Turkish authorities don't like the idea of Englishmen's bodies choking the propellers of
container ships, and insist on lots of permits. The man to sort all this out is Huseyin, whose
long, white wispy hair makes him look like a mammalian anemone. He has organized most of
the successful attempts on the Hellespont in recent years.

So we trained a bit. We lumbered over to municipal pools and floundered up and down.
We never seemed to get faster or less tired, but we did seem to get a bit thinner. It was
difficult to motivate ourselves, because there really didn't seem to be much connection
between the heated human soup of the public baths and the swimming of a major shipping
lane. But the calendar ticked on, and we got on the plane, still a bit bemused, and found
ourselves somehow in Cannakale.

Huseyin met us, mapped out the route (head on into the current for a mile, and then a
gentle swim home), made us eat moussaka and vitamin pills, told the barman not to serve us
any beer, and booked our early morning calls for us so that we had no excuses.

With the dawn came renewed incredulity at our stupidity. It was cold, there were some
vast tankers plying up and down, and the rip current at the centre of the channel was throwing
up white horses that looked like Grand National winners. Also Huseyin had told the press
about the attempt. A launch full of photographers was following us, and failure would not be
private.

As the sun came up our clothes came off. The lads on the boat rubbed us down with axle
grease and with a great scream we committed our bodies to the deep. An underwater gust
rolled me over, and from then on, the channel churned me emetically around.

As soon as I hit the sea I was on my own. Yes, somewhere behind me was the grumbling
of the escort boat's engine, and somewhere way ahead Steve was burrowing efficiently
towards fame, and somewhere to one side David was grunting and swallowing water, but I
was in my own tiny world, hedged in by waves and the sides of my goggles, vaguely
conscious that stretching down and down below was the vertiginous green of the channel. It
was a lonely and disoriented business. If I stretched my neck up I could sometimes see the
hills of Asia, but there was never any sense of movement. From the boat there were
occasional shouted hints and words of encouragement like: "Sewage slick ahead: keep your
mouth shut", and "This is where blood started to pour from the Ukrainian's ears."

Steve had set purposefully off with a front crawl of the sort he'd only ever used before to
part crowds to get to the bar. I had thought that the waves would prevent really effective
crawl, and had trained mostly using breaststroke. This was a stupid mistake. Breaststroke
has a phase when there is little forward motion. When you are swimming into the current
this means that you lose half of whatever distance the stroke has won you. It took me fifty
minutes to realize this and change to a continuously propulsive front crawl, by which time
Steve was almost in the arms of his very own Hero.

Rhythm is everything, the good swimmers say, and rhythm is hard when the sea which
surges around you has no sense of it. You seem to make no progress at all. There was a vague
sense of pressure against my chest as I ploughed into that current, but there was no visible
fixed point against which I could measure any progress. Failure, though, was unthinkable.
Too many people knew about this venture. If I didn't reach Sestos I could never return home.
So I kept striking metronomically away and then, suddenly, the current eased. A shout from
the boat told me to turn up the strait. That was the indication I had been waiting for. It meant
that the back of the Hellespont was broken. I began to realize that there was no need to keep a
lot in reserve any more.

From then it all happened quickly. There was a wisp of green weed at the bottom, and
a stone appearing out of the gloom. Looking up, I could see the crenellations of Sestos castle
on the gorse covered hills of Asia. A thousand miles away there was some cheering as the
press men hauled Steve out of the shallows and asked him what on earth he had done this for.
And then suddenly we were there too, stumbling out into towels and a posse of television
camera men. They asked us for comment. David, mentally enfeebled by the effort, gave them
an elaborate and deeply embarrassing pun about Leander's libido based on 'breast stroke' and
'breast stroking' which, laboriously translated into Turkish, started as gibberish and ended as
filth. We ate nuts and pulled our bellies in for prime-time silly-season Turkish TV, and drank
brandy to the memory of that great hard man, Leander, who had done this every night and
back, for love, not glory.

Greek deity, it seems, is a reasonably accessible career. This is a classic swim, but
not a particularly difficult one. David and I, who both used that pathetically inefficient breast
stroke over the two miles, did it in about eighty minutes. Steve, who is a regular ten pints and
three bags of chips man, wallowed home in under an hour. The rumours we had heard about
hammerhead sharks, giant squid and solid rafts of jellyfish were unfounded. The rumours
about diarrhoea and vomiting, however, are completely true. Those denizens of the deep
strait between Europe and Asia are of truly mythological proportions. But that's another
story. And who cares? According to the best authorities on Olympus, we were officially
gods.
Kumbh Mela

Kumbh Mela is a mass Hindu pilgrimage of faith in which Hindus gather to bathe in a
sacred river. It is considered to be the largest peaceful gathering in the world where around
100 million people were expected to visit during the Maha Kumbh Mela in 2013
in Allahabad. It is held every third year at one of the four places by
rotation: Haridwar, Allahabad(Prayaga), Nashik and Ujjain. Thus the Kumbh Mela is held at
each of these four places every twelfth year. Ardha ("Half") Kumbh Mela is held at only two
places, Haridwar and Allahabad, every sixth year. The rivers at these four places are:
the Ganges (Ganga) at Haridwar, the confluence (Sangam) of the Ganges and
the Yamuna and the mythical Saraswati at Allahabad, the Godawari at Nashik, and
the Shipra at Ujjain. The name Kumbh Mela comes from Hindi, and in the
original Sanskrit and other Indian languages it is more often known as Kumbha
Mela. Kumbha means a pitcher and Mela means fair in Sanskrit. The pilgrimage is held for
about one and a half months at each of these four places where it is believed in Hinduism that
drops of nectar fell from the kumbha carried by gods after the sea was churned. Bathing in
these rivers is thought to cleanse one of all sins. [5]The festival is billed as the "world’s largest
congregation of religious pilgrims".There is no precise method of ascertaining the number of
pilgrims, and the estimates of the number of pilgrims bathing on the most auspicious day may
vary; approximately 80 million people attended on 14 February 2013. The government’s
efforts in managing the millions who throng Allahabad for the festival are commendable.
The Maha Kumbh festival at Sangam, which started on January 14, ends on March 10.
Sangam, a confluence of India’s mighty Ganges, Yamuna and mythical Saraswati, is the
epicentre of this mass-bathing festival held every 12 years in the city of Allahabad. Tens of
millions from far-flung corners of India and abroad gather for this pilgrimage — a simple act
of taking a dip in the Sangam waters. During the 55-day festival, the venue is the most
crowded during the key bathing days when Hindus believe specific planetary positions make
Sangam waters so pure that it can wash sins and help them attain salvation — a break from
the cycle of life and death.
Since early November, a team of more than 10,000 government employees and thousands of
private contractors spent more than 50 days building this pop-up city and their task was
humongous: laying over 156 kilometres of asphalt and tiled roads; 160 kilometres of metal
plates for pedestrians; 550 kilometres of water pipeline; building 18 large pontoon bridges to
connect 13 sectors of Maha Kumbh Nagar; 770 kilometres of electric cables, 130,000
connections drawing power from 73 sub-stations; 40,000 toilet seats; 14 hospitals with a total
capacity of 370 beds and 100 ambulances; arranging 750 trains and 4,500 buses to transport
pilgrims.

As prominent as Devara Baba was, we sensed that there were many great souls who went
undetected in our midst. We photographed until we ran out of film and were left only with a
feeling of helplessness. Kumbha Mela was indeed a magnificent and awesome encounter.It
was impossible to capture the festival. Indeed, it was the festival that captured us. Words,
film, print, and paper cannot do justice to the event — it is one that has to be experienced
personally.
The most important features of Kumbh Mela are furious and exotic, covered in ash, matted
hairs and are known as preserver of faith.Naga Akhadas (where naga sadhu gathers for this
occasion) are the most important historical figures of Kumbha Mela. Naga sadhus are people
who made their living as mercenary soldier and traders. Apart from the akhadas, attendees at
the Kumbh Mela come from all sections of Hindu religious life, ranging from sadhus (holy
men), who remain naked year-round or practice the most severe physical discipline, to
hermits, who leave their isolation only for these pilgrimages, and even to silk-clad teachers
using the latest technology.
EXERCISE:

Answer the following

(2Marks)

1) What is venue in event management?

2) What do mean by interaction?
3) What is direct interaction?
4) What is indirect interaction?
5) What do mean by permission under event?
6) What do you mean by licensing system under event?
7) What do you mean by seasonal catering?
8) What do you mean by Planning in event?
9) What do you mean by organizing in event?
10) What do you mean by staffing in event?
11) What are the skills to be possessed by an event manager?
12) What do you mean by Skimming Policy in event management?
13) What do you mean by Public Relations in event?
14) What do you mean by Penetration pricing in event management?

Answer the following (5 marks)

1) Write a brief note on General Details of event management?

2) Mention the list of permissions and licenses taken at the time of
event? 3)
4) Explain the Aims of the Event?
5) Discuss on organizingcommittee in event management?
6) What are pricing Strategies in event management?
7) What is Controlling and need for controlling in event management?
8) Discuss on Event staffing solutions for a corporate event?
9) What do you mean by Public Relation? What are there objectives and strategies?
10) What are the qualities of good event manager? What are suggestions to make Event
Management Company more successful?
11) Briefly describe all the activities involved in Event Management

Answer the following: (10

Marks)

1) What are the Permissions required to execute the event?

2) What are the Principles for holding an Event?
3) Explain the types of catering?
4) What are the pointsto be considered before selecting caterer?
5)
 UNIT 3
CONDUCT OF EVENTS
CONDUCT OF AN EVENT:

Preparing an event schedule:

Event management is the application of project management to the creation and

development of large scale events such as festivals, conferences, ceremonies, formal parties,
concerts, or conventions. It involves studying the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects
before actually launching the event.The first step, however would be planning. Following are
the steps involved:

Mission Statement: It is essential to understand the stakeholder’s mission of hosting an

event. Therefore the first step would involve developing a mission or a purpose statement that
summarizes the purpose of the event. Each event has a distinguished mission. It is necessary
to identify the mission of the event so that the event is planned and held successfully. For
example the main aim of a charitable event may be to collect funds for the underprivileged
while the mission for a sports event may be to bring awareness and popularize that particular
sport activity. The mission statement should ensure that planning and implementation do not
get off track and the initial intent is realized.

Narrowing down the aims of the event: The main mission can again be broken down into
the general and the more specific measurable aims. An event could possibly have one or more
of the following aims:

Providing entertainment
Creating awareness
Launching a new product in the market
Raising funds for a charitable cause
Publicity
Improving goodwill in the market
Fighting for a social or a just cause
Political Campaigns
Building team work and leadership skills etc.
Corporate social responsibility
Fighting a just cause

One of the challenges faced by an event manager is to specifically identify the aims and
objectives to be achieved through conduct of the event. There may be events with a social
cause while some may be profit drive. The activities involved in an event must hover around
its main goal. May it be choice of the decor, Catering services or the type of games involved ;
everything would essentially revolve around its main goal.
Establish Objectives for the event: As an Event manager for a client’s event the first thing
you need to determine the mission , aims and objectives of the event.

When producing an event (a conference, meeting, etc.), the most important element in your
initial client interaction is to confirm,or determine if not apparent, your client’s goals and
objectives. Establishing your client’s goals and objectives, and more importantly maintaining
your client’s message throughout the planning and execution of the project, will allow you as
the manager to increase the chances of achieving the desired outcome for your client. Just as
important, the consistency in the message allows your attendees to thoroughly enjoy the
experience, thus enhancing the learning or social element of the event and increasing your
Return on Investment (ROI). Planning, should be such that the attendees of the event have a
take home to carry, and that is best achieved by properly defining the goals and objectives of
the event.

The objectives are then developed based on the main aims of the event. SMART objectives
have to be developed for success in the events. The term SMART refers to Specific,
Measurable, Achievable, Realistic and Time Bound. The best objectives have several
characteristics in common:

 They are specific. That is, the objectives tell how much (e.g., 40 percent) of what is to
be achieved (e.g., what behavior of whom or what outcome) and by when (e.g., by
2020).
 They are measurable. Information about the objective can be collected, detected, or
obtained from records (at least potentially).
 They are achievable. Not only are the objectives themselves possible, it is also likely
that your organization will be able to pull them off.
 They are relevant to the mission. Your organization has a clear understanding of how
these objectives fit the overall vision and mission of the group.
 They are timed. Your organization has developed a time line (a portion of which is
made clear in the objectives) by which the objectives will be achieved.
 They are challenging. The objectives stretch the group to set its aim on significant
improvements that are important to its members.

When developing your objectives, be sure to be clear, in-depth, and focused. Avoid phrasing
your objectives in questions or using figurative or general language and multiple ideas.

Once your goal and objectives are identified and agreed to, keep them in mind as you think
and plan for the event. The speakers, facility, topics, audio visual aids, and even after-hours
activities should maintain the message contained in your goals and objectives. If your goal is
to innovate, with the objective being to allow software designers the opportunity to present
their products to possible vendors and venture capitalists, you do not want to have a facility
that does not have Wi-Fi capability, nor would you want to roll out overhead projectors and
transparencies as your audio visual aid. The gap in your delivery, in relation to your goals and
objectives, will definitely be felt by your attendees. Instead of sharing knowledge and making
valuable connections, they will be whispering to each other about the lack of consistency
you’ve displayed; your mixed messages; and your failure to achieve consistent goal and
objective integrity, which affects the “vibe” of the entire event.

As with all events, developing goals and objectives is the hardest part. Top to bottom buy-in
is required. The foundation of your event―your sponsors, creators, , all need to agree on the
mission and what processes will be used to achieve it before it can be sold to potential
attendees. Once your goals and objectives are determined, expect an event that is consistent
in its messaging and execution to offer your attendees an easy path toward fulfilling your
goals.

Objectives are generally evaluated based on the following questions:

 What would be the best type of event to organize to ensure objectives are met?
 What level should the event be pitched at (local, country, regional or national)?
 When will be the best time for the event to be held?
 Are the dates and times for the event appropriate?
 Are there any competing or conflicting events on the calendar?
 Will your event clash with any others (locally and nationally)?
 Is there enough planning time?
 How long will the event last?
 Where is the most suitable venue?
 What facilities do you require for your event?
 Can the venue(s) accommodate the participants, spectators and guests?
 Does the venue have adequate facilities for people with disabilities?
 What is the cost of the venue?
 What/where are the alternative venues?
 Who are the key people required to organize and run the event?
 What areas of expertise do you need to tap into?
 Are the key people needed available?

EVENT PROPOSAL:

Perhaps the most important part of the event management process is the Event Proposal. It
will help you to understand the overall objectives and strategy (and importantly, whether an
event is the best way to achieve these objectives), and it will lay a strong foundation for a
successful event.Before you commit resources to your event, it is essential to understand the
objectives, the general structure of the event, the estimated budget (and who is paying for
what), the stakeholders involved, the potential size of the guest list, as well as the type of
venue needed and the approximate timing of the event. It will help you understand the
amount of work involved, and the time and resources required to shape and manage the event
successfully.Once you have completed the proposal, and have engaged all the relevant
stakeholders and decision-makers, and you are ready togo ahead with the planning and
management of the event.

In today's world , a large number of events take place. There has been a growing need for
professional who can look into the needs of the event and host it successfully. There are
professional event planners, event managers , event organizers and event experts available,
who take care of all the needs of the client in relation to event management services.

An event proposal is a document that will be written and submitted by a person providing
professional event planning services. By this document a service provider can showcase his
plans and services to the clients in detail. A successful event proposal format will contain
different components in different paragraphs or on separate pages. Main contents of event
proposal will include event title, information about event planner, his profile, his team, time
required for making all preparations, proposed costs etc. An event proposal document will be
a formal document written in proper format.

 A formal written document which prepared and submitted by the planner who works
to provide the event planning services in a professional manner is called an even
proposal. Thus, with the assistance of proposal, the organizer would be able to explain
about his/her services. Apart of this, an event proposal template will provide the
clients with in-depth idea about the milestones of planning & its further
implementations. Following steps need to be followed for preparing an event
proposal:You’ll need to provide details of the event, including the date, location,
expected attendance, profile of the attendees, reason for the event, expected results,
budget and sponsor benefits. Detail the benefits for participants, organizers and
sponsors and state the ultimate goal of the event. Sponsor benefits might include on-
site signage and logos on marketing materials. Organizational goals might include
raising awareness for a cause, soliciting donations, increasing memberships, creating
a profit or generating media coverage. Include a summary of your qualifications to
organize and run the event.
 Start with a cover page, followed by a contents page that outlines what the proposal
includes. Begin the interior with an executive summary of the event, which is a broad-
strokes review of the main topics of the proposal. Provide conclusions in this half-
page summary, but don't lay out the details. Follow the executive summary with
sections that discuss the key areas you’ve included. This might include stakeholder
goals, participant demographics, logistics, marketing, food and beverage, permits,
licenses and insurance, organizer qualifications, budget and staffing. Use the contents
list you created in your planning phases and follow the headings in your contents
page. End with a conclusion that re-states your executive summary, but includes the
cost and/or other items you’re seeking from potential organizational or corporate
sponsors

FORMAT OF AN EVENT PROPOSAL:

EVENT PROPOSAL

EVENT DESCRIPTION:

EVENT
NAME……………………………………………………………………………………….

EVENT
TYPE……………………………………………………………………………………………

LOCATION………………………………………………………………………………………
….

DATE OF THE EVENT…………………………………………………………………………

AIMS AND
OBJECTIVES……………………………………………………………………………………
………………………………...

………………………………………………………………………………………………………
………………………………..

………………………………………………………………………………………………………
………………………………..

EVENT MANAGEMENT:MAJOR STAKEHOLDERS

PHYSICAL REQUIREMENTS:

VENUE………………………………….

EVENT MAP……………………………………….

AUDIENCE……………………………………………

EVENT LAYOUT……………………………………………..

SAFETY EQUIPMENTS………………

EMERGENCY REQUIREMENTS……………………………………..

SIGNATURE………………………..
Types of Event Proposals :

Different types of proposals can be prepared for different aspects of the event.Following are
few forms of proposals :

Event venue Proposal

Event Media Proposal

Event Security Proposal

Event Venue proposal

Event Sponsorship Proposal

Event Insurance Proposal ……………….

Following tips have to be followed to write good proposals :

1. Presentation:

The presentation of the proposal is of immense importance . It is the first impression that
creates a lasting impression. It should follow a specific format to make it look systematic and
clear.It essentially includes the following:

 Cover Page
 Credentials & Testimonials
 Summary of Client Needs
 Services Offered
 Pricing

When writing a proposal, it’s important to gather as much information as possible. Witha
proposable, one can automate 80% of the proposal which will save you precious time so that
you can focus on the important details, such as what type of theme, or what space is needed
for the event.

2. Competitors:

There are a host of event organizers competing against one another to grab deals and
propositions.It is important to include your logo and contact information on the cover page.
The proposal title is extremely important, especially if you are proposing for a specific
company or person or event.The manner in which the proposal is prepared should be eye
catchy and appealing to the reader. In a world of tough competition , the players should stand
out amongst other bidders to claim the opportunity.

3. Descriptive:

The proposal should include all the aspects of the event.It should be descriptive and clear to
avoid ambiguity and confusion in future.Some clients may request more than one venue or
destination based on their needs. Unnecessary delays can be avoided by preparing the
proposal adding on sufficient details so that the client gets a clear idea fo the expertise of the
event manager and he is able to discern the competitiveness of the planner.For example, if
you were to send a customer two destinations one of which consists of a local hotel and two
if you were to send them a destination of a conference center or maybe a restaurant. You can
track and see which one appeals to them the most. This way, you are not pushing something
that really doesn’t interest them.Get creative and use a web-based proposal tool that lets you
include any type of media you can dream up to add an extra appeal to the proposal.

4.e-signature:

The modern day clients and customers are tech friendly and one should be technically
adaptive to incorporate modern day requirements. The proposal should look attractive with
pictures where necessary. To serve authenticity to the documents, signatures should be used
to avoide delays caused in starting up.

5.Suitability:

A event management company may be capable of hosting several types of events . The client
may require a specific type of event to be managed . The proposal should largely indicate the
competency of the company for the specific type of expertise required by the client in
carrying out the role. The proposal should be framed in such a manner that the client is able
to offer referrals in future and establish long term relationships.

ORGANISING AND STAFFING:

Staffing for an event is as diverse as the event itself. Adequate staffing depends on the
number of guests anticipated to attend the event, and are employed to handle the multiple
tasks that under-gird a successful event. Staffing encompasses individuals such as servers,
coat checkers, drivers, special needs assistants, valet parking attendants, customer
information agents, and ticket-takers. Staffing may also attend to the details of directing the
influx of guests, the positioning of booths and vendors, attending nurseries, assisting guest
speakers, delivering supplies during the event, and containing litter. Additional staff may be
needed to set up tables, arrange chairs for seating, and on occasion, assist the decorating
committee. Staff may also be required to oversee the direction of other staffers or to handle
money generated through the sale of tickets etc. Typically many of these jobs can be
accomplished by appointing volunteers provided at the event venue. Many services
contracted for the event such as caterers, furniture rentals, florists, ticketing agents and the
event venue or location itself commonly provides personnel to handle their respective
services. These may be included within the scope of contracted services or offered at an
additional cost.

Event Organizers: - It refers to an individual or a group of individuals or a team of people

within an organization who are given the responsibility for carrying out the event.

Such groups are responsible for effective execution of events. With the rising multitude and
objective attached to events, the need for a team solely dedicated to organizers is largely
felt due to the following reasons:-

1. Events require a collaboration of various independent functional areas such as

Caterers, Technicians Distributors, and Suppliers etc.

2. Adherence and Negotiations with statutory bodies and liaison with Government bodies
for events forms an important part of their functionality.

3. Being prepared for uncertainties and managing risks also forms the agenda of
event organizers.

4. Event Organizing is a business proposition as any other. Therefore the activities have to
be managed, administered and controlled. It requires prudent planning and Executions

5. Event is a major affair in today’s world. Therefore it requires judicious planning and
processing of Men, Materials and Money. Event Organizers are a team, possessing
expertise and experience with regard to hosting Events, unlike the clients.

Any event takes a concerted team effort to handle all of the details. Consider identifying one
key Event Manager or Event Chair as well as individual Chairpersons for subcommittees,
such as:

 venue management;
 speakers;
 entertainment;
 publicity;
 sponsors;
 volunteer management

Events involve the co-ordinated effort of large number of groups of peoplewith

specific skills to execute certain tasks. Just as a human body has several parts, and all
the organs co-operate with each other for maintaining a healthy body, similarly the
groups in an event should organize themselves and perform interrelated tasks in co-
ordination and co-operation for the success of an event. Following points have to be
given due consideration:
  Set a Date:

The date might already be pre-set for a reoccurring event, but if this is a new event, the date
has to be decided in consultation with the client. Before fixing up the date the following
factors need to be considered:

 Give yourself enough time! Ideally, you should have 4-6 months to plan and organize,
depending on the nature of your event
 Take into account statutory and religious holidays
 Check dates with key participants – e.g., speakers, presenters, VIP guests, etc.
 Ensure no other equivalent event of the same type is occurring on the same date that
will dilute the audience at the event.
 Working days should be avoided for greater footfall.
 The date and the timings should be suitable. For example hosting an event during
vacations leads to lower crowd as people move out on family trips during vacations

 Suitable theme for the event:

If you want your event to stand out, you need to choose a timely and compelling theme that
sets you apart from your competition. This means that you need to come up with a dynamic
overall theme and you need to take great care with the actual name – since it can be a key
objectof attention, especially in online media.

Brainstorm names: When you are brainstorming the event name, think about how is your
event different from other events in your sector? what are you hoping to convey through this
event?

Create a Tag-line: Once you’ve come up with a name, also try to craft a tag-line – a short,
memorable branding slogan that describes the event.

Design a Logo: The final step will be having a logo created to represent your event. A logo
can be an effective branding tool – offering immediate recognition of your event in all of
your publicity and promo items (e.g., T-shirts, water bottles, bags, etc.)

 Create a Master Plan:

This plan should encompass all aspects of the event, including:

 Venue, logistics & catering management (contracts, permits, insurance, etc.)

 Speakers/presenters (identifying, confirming, logistics & management)
 Activities/entertainment
 Publicity/promotion (online & off-line, e.g.,: web page & online promotion; events
calendars; printed programs; media relations; signage; social media, etc.)
 Registration (online sign-up, payment and tracking; on-site sign-in, etc.)
 Sponsor/partner management
 Volunteer management
  Determine Administrative Processes

In other words, planning regarding administrative jobs such as reception, hospitality, ticketing
registration, venue managers, logistic managers, stage managers, parking, security, prize
distributions, budget, guest and speakers lists, etc. Also take into account the staff required
for carrying out administrative jobs.

 Identify and Establish Partnerships & Sponsors

Are there organizations that you could partner with or call on for sponsorships to defray the costs
and increase potential participation? When you involve other people or groups in your event,
they have a stake in helping spread the word and making the event a success. The following
factors need to be considered:

 Seeking corporate sponsors to fund a portion of the event. This can range from
national organizations that might want to sponsor a dinner, offer a door prize or a key
silent auction item, to local businesses that might be able to provide goods or services,
such as flowers for the tables, gift bag items, etc.
 Partnering with community organizations who might be able to offer a venue and/or
assistance with organizing or staffing an event

 Create a Publicity Plan

Even with the most amazing speaker or entertainment line-up, you need publicity to get people in
the door. Event promotion starts with the initial notice or page on your website, note in your
newsletter or email to save the date, and then builds to include online and off- line publicity,
media relations and on-going outreach to encourage registration. And no plan is complete
without the post-event thanks, sponsor acknowledgments and articles about the event’s key
messages or fund-raising success. Calling on media for gaining publicity and highlighting the
main cause of the events is an important aspect of event planning.

 Establish a Budget

Your budget should incorporate estimates for all of the key items identified on your Event Master
Plan. Don’t forget to include any travel or accommodation costs for speakers, presenters, etc.
Maintain a contingency plan too to take care of all cost push-ups in the near future.

 Determine Evaluation Process

What determines the success points of your event? Do you measure success by the number of
registrants or attendees or is it dependent on The publicity attained via Media.When you set
your initial event goals and objectives, you should also consider how you will evaluate the
event to determine your success. If the objective of your event is to raise awareness, you’ll
have to benchmark and gather data on online social media activity/mentions etc. and offline
publicity – again based on your initial goals

ORGANISING:
Organizing is an important function of an event manager. Planning is of no use, unless it is
successfully organized. Organizing a function, whether it’s small or large, can be a
challenging and time consuming exercise. Event organizers are in charge of all parts of an
event. They co-ordinate all aspects, from the beginning right through to the end, overseeing
all the details and ensuring everything gets completed on time and on budget. While there is
a great variety between the different types of events and the different tasks an event organizer
will need to do, there are some parts which are almost always the same. Take a look at our
overview to find out the key roles of an event organizer.

An event organizer can’t start to run an event, without getting all of the groundwork set. The
main functions performed by an event organizer are as follows:

• Planning: Meeting with the client and getting a firm idea of their requirements from the
event.
• Researching: Identifying all the potential opportunities for an event, including location,
catering and equipment. Then, from this research, producing detailed proposals for the event
• Budgeting: Agreeing with the client an appropriate budget and ensuring that this is
effectively managed.

Converting Plans to Action:

This part of the role of an event organizer is all about turning the initial conversations and
making the event happen for the client. It is where they take the brief and turn it onto an
event.

 Health & Safety: Making sure that all legal responsibilities and health and safety
considerations are adhered to by all members of the team. Ensure that the safety
equipment are in place. Every event or venue should have an emergency response
plan, which is usually developed in conjunction with professional consultants who
also train staff on procedures such as evacuation and risk management. Incident report
card is an important risk control process and it is essential that every member of the
event team is familiar with this process.
 Sponsoring: Sponsorship is one of the most common funding sources for staging an
event. Some sponsors use an event to introduce a new product in the market or some
of them also use this as a platform to highlight additional features or qualities of a
product. Essentially the sponsor identifies himself with the event, mainly through the
use of his name or logo in the event. It is essential to plan about the exposure that the
sponsor gets at the event. The sponsorship should not lead to conflict of interest.
Understanding the terms of agreement with the sponsor groups and extracting the
mileage concerned are important factors to be considered at an event.
 Legal Compliance: There are legal procedures to be followed for efficiently
conducting an event. Permissions, licenses and compliance with government rules,
policies and procedures is essential for smooth functioning and avoiding issues during
the event. The countries have now become increasing conscious about the
environment, noise control, pollution, safety etc. Issues may also arise for violation of
copyrights and patents. Care should be taken to ensure that all necessary approvals are
taken prior to hosting the event to avoid unnecessary blocks while hosting the event.
 Staging Services: The visibility experience at an event is high .Therefore the stage
occupies a predominant affair. Lighting can be used to give a spectacular effect.
Music is a powerful creator of mood. It can either excite or calm an audience. Vision
incorporates all projected images such as replays highlights on large screens or
scoreboards. Video projectors, slide projectors and data projectors can be used to
project images on screens for dramatic effect and the can be extended to live
broadcasts with satellite links. The stage is used for many reasons such as
performances, prize distributions, ad presentations. Equipment rental companies can
be hired for the necessary logistics to be placed on the stage for powerful effects that
will give the audience and the participants a significant experience of the shows and
performances. The cyclorama is the drape at the back of the stage is meant to be a
wonderful visual treat. Legs and teasers are used to mask parts of the rigging system
and traveler curtains can be used to manage the stage operations.
 Booking: Ensuring that a suitable location is secured for the event and that all the key
speakers and special guests are available to attend• Scheduling: Putting together a
program of workshops, demonstrations or entertainment for the event.
 Organizing and Staffing: Getting all the right people together at the right time ,
preparing job descriptions, , assigning and delegation of responsibilities, training,
preparing staffing policies, managing volunteers, developing recognition strategies
etc.
 Liaising: Keeping everyone involved with the event informed and up-to-date with all
the latest developments. This includes everyone from the clients and the marketers
promoting the event right through to the designers making the tickets for the events.
Essential services such as power , water and gas need o be arranged for. Many events
may have requirements for communication systems which may include the
installation of complete communications network systems. Liaising with a catering
group for taking care of food orders, food courts and drinks have to be looked into. At
certain events accommodation and travels need to be taken care of.
 Media Management: Media plays an important role in improving brand image and
gaining publicity. The event manager should also arrange for meeting media
requirements and ensure that the media coverage, content and broadcast is such that
the objective of the client is met. Media costs have to be looked into as it involves
considerable costs. There are different types of media such as the Print Media, Visual
Media and the Electronic media. Making a choice of the right media to propagate
highlights of the event either prior, during or after the event is an important function
of the event organizer.
 Risk Management: Assessing the risks involved and developing an action plan to
meet any unexpected and untoward incidents. The process of risk management will
involve identifying risks and uncertainties, assessing the risks and perils and then
preparing an action plan to manage and control the risks
 Financial Management: Financial results are an important concern in event
management. Good and adequate financial management will at least result in a
reasonable profit after deducting all expenses borne by the event management
company. The first step in effective financial management would be to prepare a
budget and estimating the inflows and the cash outflows. As events are fairly unique,
for most , revenue comes in only on the day of the event. Therefore cash flow
planning is an essential part of the event planning exercise. Adequate internal controls
should also be in place to avoid frauds and mis-utilization and even wastage.
Employing the services of a qualified chartered accountant for timely audits and to
meet legal obligations is an absolute necessity. Identifying Break even levels and
preparing the estimates for Profit and Loss account and Balance Sheet is also
essential.
 Crowd Management: The floor manager is responsible for supervising the movement
of individuals in the premises. The venue manager manages and controls the
 operation at the venue site and manages that traffic at the venue. The crisis manager is
responsible to handle crisis situation and aid in the smooth flow of activities. There
should be staff for emergency services too. Just in case of an emergency, the
evacuation procedures avoiding further emergencies like stampede etc should be well
planned for. There should also be a recommended procedure for bomb threats.

Stock Taking and Clearing up:

Even after the event is over, the role of an event organizer still goes on. Clearing up
procedures to be initiated after the event is over and assist in wind up.

Evaluation: Evaluation of the procedures in place and checking on deviations from the planned
activities.Post event meets to meet outstanding liabilities, settle payments and account for any
deviations.

Post event meeting to discuss any major impediments at the event and also discuss further course
of action with the client.

Expressing of satisfaction/ grievances regarding the conduct of the event. The client and the
event organizer could meet up and discuss relevant and important highlights of the event.

ASSIGNING RESPONSIBILITIES

The role played by an event manager and important and at the same time a crucial one . There are
multifarious jobs and responsibilities hovering upon an event manager. It is literally
impossible to handle the entire tasks single-handedly. Assigning responsibilities can help him
delegate vital work efforts and boost efficiency.

Assigning responsibilities for team members spells success. Having a clear understanding of the
vivid roles allows the leader to develop a time-line. Such a chart lists who is in charge of
which task and when the specific portion of the project is expected to reach completion. If
responsibilities are not assigned, the outcome of tasks becomes unclear, vague and often
incomplete. Assigning roles also enables members to get a better idea of which members are
working on closely related tasks. Members can review the to-do list, see which member is
completing the assignment and issue follow-up feedback and questions if necessary.
Essentially, delegating tasks allows for the creation of an event blueprint.

Productivity is enhanced when the responsibilities assigned closely align with the team member's
strengths. For instance, record-keeping jobs may align best with the team member assigned
with all tasks related to accounting. Boosted productivity only arises when all members agree
with the responsibilities assigned to them. They must also know how to achieve the tasks
assigned.

Improves Morale of the team: Issuing responsibilities to team members gives each person a sense
of ownership; they become invested in the outcome of events, thereby increasing their efforts
to deliver quality. Without assigning roles, members grow disinterested, detached and
possibly territorial over parts of the project. Team leaders should recognize the successful
completion of tasks to boost morale as well. This is achieved by recognizing the efforts and
ideas of the team members and making an ordeal of crossing off their work from the to-do
list. Leaders must also ensure the work is evenly distributed to avoid resentment and creating
stress for some workers while generating boredom for others.

Consideration: Team leaders may effectively delegate tasks but still encounter problems.
Difficulties may arise from mediating personality clashes, disciplining apathetic workers and
working with a limited budget. Task managers can reduce these barriers by holding routine
meetings, conducting check-ups of each member and reporting to higher-ups about the
project's progress.

Identify Strengths

Identifying the individual talents and abilities of your work force can help you make
assignments accordingly, taking advantage of each manager's strengths. For example, if you
have a manager who is a whiz at scheduling but struggles with resolving conflict between
staffers, assign him to responsibilities over areas where he excels. This helps reduce the
potential for his failure as well as for strife among your staff.

Provide Adequate Training

Equip managers to handle new responsibilities before you assign them. Shadowing or
training runs let new managers work with seasoned pros to ensure they understand the
specifics of their new roles. Get feedback from mentors about the proteges suitability for new
degrees of responsibility.

Match Styles and Personality

While it's not always possible to match individual leadership styles of leaders with staff
personalities and work preferences, try to make suitable matches where possible when
assigning responsibilities. This helps prevent personality clashes and improves overall
productivity. Leaders who continually butt heads with employees can become ineffectual and
create riffs in the organization that are difficult to work around.

Encourage Leadership Development

Help your event co-coordinators continually develop their skills so they can grow with your
company and contribute as effective leaders. Allow independent decision making, and don't
micromanage how managers tackle responsibilities once they've been assigned. Allow
creativity and innovation to come up which will lead to a sense of satisfaction and
achievement.

Offer Feedback

Provide regular feedback to the team members about their performance, and keep
communication channels open. Inquire about the challenges they're face, and help them
troubleshoot problems as they arise. If a team feels the responsibilities assigned to them are
too onerous, rethink assignments or look for ways to encourage them to embrace the
challenges. Provide constructive criticism to help your team work effectively.

Assigning Roles and Responsibilities:

The event staff will need to be assigned specific responsibilities by the event manager to
perform tasks during the time that leads up to the event as well as while the event goes on.
Some of the event manager’s responsibilities will be to assign staff members to oversee
amenities of the dressing room, floral arrangements and catering services. Between those who
are associated to the event and those hosting the event and working for the facility, the event
manager is then the point man. The following responsibilities need to be assigned by an
Event Manager:

Event Planning and Production

 Assist with negotiations for space contracts and book event space, arrange food and
beverage, order supplies and audiovisual equipment, make travel arrangements, order
event signs, and ensure appropriate decor (floral, linens, color schemes, etc.) to meet
the quality expectations of the alumni association.
 Aggressively gather information on each project to achieve quality event productions.
 Conduct research, make site visits, and find resources to help staff make decisions
about event possibilities.
 Create and revised room layouts for each event.
 Propose new ideas to improve the event planning and implementation process.
 Serve as liaison with vendors on event-related matters.
 Assist with managing on-site production and clean up for events as necessary.
 Prepare name-tags, materials, notebooks, packages, gift bags, registration lists, seating
cards, etc.
 Close out all events as required.

Event Administration:

 Assist with preparing budgets and provide periodic progress reports to staff directors
for each event project.
 Keep track of event finances including check requests, invoicing, and reporting.
 Coordinate appointments and visits to see our space, and scheduling of events on the
calendar.
 Prepare and modify event contracts as

requested Event Suppliers:

 Fabrics, Stage back drop, drapes, stage Props, tables , chairs , flowers etc
 Renting arrangements
 Entrance decorations and floral arrangements
 Elevated stands, Designs, Works of art and basic

needs Entertainment Team:

 Liaison with Music Bands and dance troops

 Arranging for Master of Ceremonies
 Magicians, cartoonists, Body sculptors and tattooing
 Balloon magic, mehendi designing,
 Mimickers, child artists, orchestras etc.

Catering Team:
  Planning for the menu
 Food and beverages
 Salad decorations, food tasters , appetizers
 Layout planning, Food storage , Keeping food fresh
 Availability of clean drinking water, waste disposal, disposal of excess food
 Food shortages, snacks , Wine and beverages , permissions and Hygiene
considerations

Security Team

 Bouncers, security personnel, crowd managers,

 Security equipment to be installed
 Training of security staff
 Insurance coverage
 Deploying police force
 Meeting Emergency needs
 Bomb Detection Squads
 Noise Control

Marketing and Promotion Team:

 Brand Building, Brand Re-positioning , Brand Image

 Customer Motivation , Interaction and Feedback
 Inviting Sponsorships
 Advertising , Media management
 Designing tag lines, Hoardings
 Competitive Strategies

Financial Management Team:

 Preparation of Budgets and estimates

 SWOT Analysis, Break Even Point, Cash Flows statement
 Approvals , Financial Controls, Finance managers
 Cost Control, Contingency Management
 Profitability

Estimates Operations and Logistics

 Installation of temporary structures and facilities

 Technical demands
 Accommodations and Hospitality staff
 Musical equipment, electronic equipment
 Sound systems and Lighting
 Restroom facilities

Ticketing and Registrations:

 Reception tables, staff and reception team

 Crowd management, security and Data collection
  Parking, on spot registration
 Late comers, Escorting Chief Guests
 Money Collections and Safety

Legal Team

 Legal team for compliance

 Permissions , Approvals, Legal aspects
 Legal Advice

Cleaning and Waste Management Team

 Cleaning equipment
 Cleaning staff, waste disposal

systems Medical Team

 First Aid , Emergency Services

 Ambulances and Life support Systems
 Medical staff
 Emergency Communication systems

COMMUNICATION:

Communication is an indispensable tool of event management. Communication is considered one

of the most significant skills an event manager should possess. Making certain that
communication is at the forefront of your interaction with your team is what can make you a
successful event planner. One of the biggest benefits to effective communication is
productiveness. If employees understand what is expected of them they will perform better
and have a better attitude at work. Therefore, communication is imperative to the running of a
successful event. It has been proven that an event planner that effectively communicates his
expectations and goals with his employees is more likely to have employees that want to
come to work and produce quality work on time or ahead of schedule. As an event planner
you will find that communication is important to your success and the success of your
business. So, no matter how hard it seems to take the time to talk with your employees,
communication can make your team more successful and less stressed in the long run. A lot
of information , from time to time has to be transfused towards planning and executing an
event. At the outset the client should effectively communicate the objective of the event to
the event organizer or the manager. Later, the event head communicates these objectives to
the executive team.

Most problems that arise in events center on a lack of communication. The transfer of accurate
information is vital in the presentation of the final event. This includes communication
between the planner and the facility coordinator, as well as the planner and the attendees. A
breakdown in either one of these channels can create unnecessary problems.

When an event planner works with a venue, the facility coordinator relies on the planner to
provide an accurate description of the event. This overview should include precise details
regarding time frames, setup needs, and menu selections. The planner should also have a
realistic estimate on the number of attendees. When these needs change, or uncertainty arises,
it is important to contact your facility coordinator immediately. Time is a non-renewable
resource in meeting planning, and the more time that is provided to adjust to changes will
increase the probability of success. Even if an adjustment is subtle, like adding an additional
microphone, the advance knowledge of the change will allow for a smoother presentation (i.e.
no technicians running across the room for a microphone on the morning of the show).

The event planner is also the hub of communication for the attendees, and this is undoubtedly
a tireless task. Unfortunately, relying on feedback alone does not always work. Attendees are
often unfamiliar with facility contract dates and other deadlines.

Even after the registration process is complete, the planner faces the equally dubious task of
information distribution. Communication is the most important component of any meeting or
event. Facility coordinators and attendees rely on the meeting planner to walk them through
each step of the way. While it may seem unfair to inherit such responsibility, the professional
event planner recognizes that this is the only way to truly leave their signature on an event.
All events evolve over the planning process, and it is those who are aware of how change
affects the intricacies of an event that find the most success. I recommend spending equal
amounts of time on establishing both event directives and communication channels, because
the first objective has no chance without the latter.

Communication prior to the event: This kind of communication would include

communication regarding the main objective of the event, obtaining tenders and quotations,
and other details that have to be planned before the event relation to

Marketing Plan

Sponsors to the Event

Promotions and Publicity

Media Management

Interaction, feedback from the audience

Communications plan (during event) :The public communications plan should also reflect
ways of communicating with people at your event, and could include:

 a public address system (PA)

 portable message boards
 electronic variable message signs
 screens near the stage area or around the event
 other forms of signage
 information booths
 volunteers and way finders
 printed guides or programs
 online guides and programs that can be downloaded onto mobile phones or handheld
devices (this can also reduce paper waste and excess printing costs)
 using SMS to send event updates and news to mobile phones, provided that event
patrons can select whether or not they want to be registered to receive this service.
Developing communication protocols in advance can be vital to ensuring important information
is communicated quickly and clearly. Protocols should reflect the command and control
structure of the event, and be in line with the emergency communications plan
.Reporting procedures for the following communications should be considered:

 Between staff/volunteers/contractors/suppliers, etc. It may be preferable to use two-

way radios as mobile phone signals can sometimes become blocked in crowded areas
 Between event staff and emergency services and Police (ensure you have a list of who
to contact in case of an emergency and establish how you will contact them, e.g. by
two-way radio)
 between event staff and those who have access rights to the event, such as local
council and inspection officers
 Between event staff and those people attending the event. Work out how you will
provide essential information such as the location of facilities and where to take and
collect lost children
 Within the event coordination centre and within the emergency response room
 Between the event coordination centre and emergency response room.

There has been a move towards using social and digital media in event marketing and
communications. They offer a dynamic and cost-effective way of engaging the target
audience before, during and after the event. Audiences are changing just as quickly as
technology and they are now creating, selecting, changing and interacting with social and
digital media. There are many different forms of social media and which channels you use
will be influenced by the nature of your target audience. Examples include:

Face book—this allows you to create events, invite individuals, post photos and videos and tag
people. (Tagging links a user to a photo, video, group or place to create a community.)

Twitter— A channel of communication for networking, updating news, forming relationships

with people with similar interests, and providing information and alerts on upcoming events.

YouTube—A video-sharing website where users can upload, share, view, and comment on
videos.

Flickr—A image-sharing website where users can upload, share, view and comment on images

Post-event communication planning is critical to the long-term success of an event. Whether

you’re implementing a fundraiser, conference, symposium, or advocacy-related action,
building on the momentum of your activity will help sustain volunteer or donor engagement.
This is an area that can be unintentionally neglected by event staff. Any reader that has
planned a major event knows that post-event exhaustion will be detrimental to sustaining
communication. Post event communication would involve the following:

Thanking sponsors

Mapping out the best way to highlight and thank your sponsors is important to sustaining their
sizable contribution as well as developing long lasting relationships.

Thanking volunteers
 It’s easy to lump their email into the general thank you message, but volunteers have a
unique investment in the success of the event. Structuring a message with the intended
audience of just day-of volunteers is important to their long-term engagement. Building a
specific post-event survey to assess their experience is also helpful to ensuring you’re getting
the best information from your event.

Hand-written notes and calls

These make a huge difference for all event supporters. Prior to the event make a list of the
people you anticipate will need special recognition and start writing notes or making calls as
soon as you can.

Others:

It is advisable to communicate with the Chief Guests, Media Partners, Knowledge Partners,
Entertainment Partners etc to sustain and maintain long lasting relationships with the team.

Government: Mega events could involve government interventions. Sending letters of

gratitude for permissions granted could be warranted to strengthen relationships with the
political counterparts.

VENUE

Venue is one of the key elements and key planning areas in event management.

Choosing a venue, consistent with the event purpose, theme and suitability is essential.

 A Venue is the location/place here the event is scheduled to take place

Eg: - sports events venues most prominent and popular for cricket are Eden
gardens in Calcutta and the Wankhede stadium at Mumbai.

 The major consideration for selecting an event venue are as follows:

 Size of the audience , audience comfort
 Parking Area
 Technical Support
 Safety and Security
 Layout and Suitability

 Venue Selection should take into consideration, the category of

events Eg: - Weddings are generally conducted at Convention/party
halls.
 Customized Venues exist for music concerts, Exhibitions, Religious Ceremonies
etc
 One of the important factors while considering a venue is the cost involved
for usage of the venue establishment
 The time required for completion of priorto event and post event activities
would also be considered while computing the period for which the venue is
required.
 Example: Decoration, Erections, Dismantling infrastructure etc
 Capacity of the venue is another major concern. It depends on the size of
the audience
 Rates for venue are dependent on seasons. Larger discounts can be availed of
during the non-peak season.
 Venue plays an important role in influencing the decisive factor of individual’s. A
venue with ample parking space, idle location, and basic infrastructure sets out a
positive impact on the audience.
 The Layout of the venue should be well planned to offer the much needed
comfort to the audience
 Venues should provide enormous flexibility and should be capable of
being readily transformed to meet the requirements of the theme.
 Contingency plans need to be in place in case of emergencies at an event, easy
access for emergency services should be at priority.

There are 2 types of Venues:-

 In- house venue

 External venue

In-House venue:-

 The venue, usually existing within the premises of the company or the institution, is
known as In-house Venue.
 Generally large corporate/institutions make arrangements for events to be hosted in
the form of halls, open spaces, auditorium, conference rooms or seminar halls within
the campus.
 Events hosted in establishments/properties belonging to the client is also called an in-
house venue
 Such in built venue help in cost cut ting and facilitates hosting of events
comfortably and suitably.

Examples

The corporate training centre set up by Infosys which is an in house venue adds roughly
12000 employees every year. The training centre is housed in a 270 acre campus at
Mysore.The In-house campus is aimed at providing training to employees, raising the
aspiration level of the students, awaken potential to excel.

One of the in-house events, “SPARK", students from different age groups and
segments ranging from high school to degree from urban and sub-urban areas can assess their
industry readiness and check their aspiration meter.
 Such venue is not generally meant for the public but is basically intended to be utilized for
in-house activities

In-house venues give room for various recreational exposures for the benefit of the
employees which in turn improves efficiency and productivity in the long run.

External venue:-
 Unlike in-house venue, external venue refers to the venue situated not within the
campus of the corporate or institution.
 Such venues are not owned by the clients; instead it belongs to external parties.
 A venue over which, neither the client nor the event organizers possess ownership
rights, is termed as external venue.
 Such events are venue dependent. Therefore even if the company/institution
possesses a venue, it will still utilize the external venue, as they are specifically
meant for specific occasions.
 Partnering events based on profit sharing basis can also be capitalized on, with the
help of external venue. A profit sharing arrangement on the ticket sales can turn the
venue management into a partner in the event and the ticket buyers can becomes
the customer for the event organizer as well as the venue.

Example:-Fashion show conducted at hotel Lalit Ashok, Bangalore ,India abuzz with models,
designers, makeup experts and celebrities.

External venues are generally conceptualized with the aim of matching a particular concept
which sets in tune with the infrastructural facilities offered as well as the capacity of events in
general.

Palace Grounds,Bangalore,India - Known for its architectural splendor, the grounds

surround the heritage site of the Bangalore palace. The venue holds a variety of social and
cultural events. Palace ground was inspired by the Windsor castle in England, and is located
at Bangalore, India. The venue is packed with ultra modern equipment, meeting rooms,
convention halls, internet access and is famous for its beauty and flexibility. The venue hosts
multitudes of events from all over world.

MEDIA:-

Definition: - Communication channels through which news entertainment, data, information,

happenings or promotional messages are disseminated, that reaches or influence people
widely.

Media induces a practice that allows people to share their opinions freely. It allows creative
participation, and content formation around the media content.

Promotion, Publicity, Awareness, Image Building etc form an important part of marketing of
any event. Events can have a broad impact on the community, society or nation at large.
Events can have an indirect impact. Information regarding events has to be transported or
diffused to the audience. Media refers to the event specific communication mix which is
designed to transmit information to the public at large.

There are many forms of transmitting information and these include brochures, posters,
banners, internet, radio, television, press releases etc.

Media assists in bridging the gap between the event organizers and public. Traditional media
highlighting events such as television, radio, print etc. have succeeded in creating and
enhancing the interest of the masses for extracting higher value from events. Media attaches
itself as a vehicle communicating important aspects of the events to the public.

These also comprise of live and pre event as well as post event coverage for the audience.

Media used prior to the event is meant for creating interest and enticing the target audience to
attend the event. Such media also give details of the venue, date, timings, fees etc related to
the events. Media-post event may be used for increasing the impact of events. Post event
details aid in publicity, promotion and image building exercise. There are three stages of
media campaign for events. They are as follows:

 Pre Event stage: This stage refers to the stage that exists prior to the hosting of
events. During this period media involves itself to make announcements and create
interest among the public regarding the event.
 Occurrence stage: This stage commences at the time the event is in progress
and continues as long as the event is going on.
 Post event stage: This is the stage that occurs after the completion of the event.
Media involves itself by publicizing about the event .

Pre-Event stage: - The main aim of media campaign prior to hosting an event could be
providing information or details regarding the event which would include the date, venue,
time etc it would mean making announcements or advertising in its genuine sense

Upcoming events are generally highlighted by the electronic media to prepare the audience
for making arrangements for attending the events. It also creates an awareness of the events
that will be conducted shortly.

Press Releases are an example of Pre-event activity

Occurrence stage-sometimes live media coverage for certain events is done through the
visual and electronic media. This increase reach and word-of-mouth publicity sometimes
instant feedback too can be generated which leads to increase in productivity and efficiency

Post Event Stage:-

Such media generally covers the highlights or reports on the success of the events post
event media participation helps in achieving achieved through Interviews, Reviews, Press
Releases telecasts etc
 Prolonged Impact of the event in the minds of the target audience can be attained thru media
interface in the post event stage.

Example:

Fast track, the bold or definitive youth brand that emphasizes on moving on in life came up
with an exciting campaign to target its young customer segment. The campaign called
‘making hell cool’ based on dooms day prophesy, on 21st Dec which urged the youth to sin as
much as they want so that they could be a winner in hell make hell cool had a dedicated
website that served as a one stop location for the campaign along with an integrated presence
of Face book, Twitter or YouTube.

Customer in Event Management

Customers play the most significant part in business. In fact the customer is the actual boss in
a deal and is responsible for the actually profit for the event organization. Customer is the one
who uses the products and services of event and judges the quality of those products and
services. Hence it’s important for an organization to retain customers or make new customers
and flourish business.

Customers can be of following types:

 Loyal Customers- These types of customers are less in number but promote more
sales and profit as compared to other customers as these are the ones which are
completely satisfied. These customers revisit the event organization over times hence
it is crucial to interact and keep in touch with them on a regular basis and invest much
time and effort with them. Loyal customers want individual attention and that
demands polite and respectful responses from supplier.
 Discount Customers- Discount customers are also frequent visitors but they are only
a part of business when offered with discounts. More the discount, the more they
tend towards booking for events. These customers are mostly related to small
industries or the industries that focus on low or marginal investments on events.
Focus on these types of customers is also important as they also promote
distinguished part of profit into business.
 Impulsive Customers- These customers are difficult to convince as they want to do
the business in urge or caprice. They don’t have any specific item into their event list
but urge to buy what they find good and productive at that point of time. Handling
these customers is a challenge as they are not particularly looking for a unique event
and want the supplier to display all the useful elements they have in their tally in front
of them so that they can order or book what they like from the menu displayed. If
impulsive customers are treated accordingly then there is high probability that these
customers could be a responsible for high percentage of selling.
 Need Based Customers- These customers are product specific and only tend to buy
items only to which they are habitual or have a specific need for them. These are
frequent customers but do not become a part of buying most of the times so it is
difficult to satisfy them. These customers should be handled positively by showing
 them ways and reasons to switch to other similar event ideas available with the
company. These customers could possibly be lost if not tackled efficiently with
positive interaction.
 Wandering Customers- These are the least profitable customers as sometimes they
themselves are not sure type event outlook they want. These customers are normally
new in industry and most of the times visit event organization only for confirming
their needs are within their budget. They investigate features of most prominent event
organizers in the market but do not order or book any of those or show least interest
in booking. To grab such customers they should be properly informed about the
various positive features of the events so that they develop a sense of interest.

An event organization should always focus on loyal customers and should expand or multiply the
event concepts to leverage impulsive customers. For other types of customers strategies
should be renovated and enhanced for turning out these customers to satisfy their needs and
modify these types of customers to let them fall under loyal and impulsive category.

PREPARING BUDGETS FOR EVENTS:

The event budget is a projection (forecast) of the income and expenditure that the event will incur
based on plans made and information gathered.

The preparation of a budget is an essential part of event management. It is fundamentally

important that Event Directors are able to predict with reasonable accuracy whether the event
will result in a profit, a loss or will break-even. This is achieved by identifying and costing all
probable expenditures and by totaling all expected revenues (income). By comparing
expenditures and revenues, it then becomes possible to forecast the financial outcome of the
event. The prediction of financial outcomes of the event needs to take place very early in the
planning stages. There is no use on setting dates, booking venues, preparing plans until there
has been some attempt to determine whether the event is financially viable. The preparation
of an event budget is one of the earliest tasks to be undertaken in the event management
process. However, it should be expected that there will be numerous adjustments and
refinements to the budget throughout the whole project life-cycle. It is not possible to know
every cost from the start, nor is it possible to know whether efforts to secure sponsorship and
government funding will be successful. Event budgets by the event management team as
better information comes to hand. Steps involved in preparing a budget are as follows:

Pre-budget considerations: understanding the objectives of the client is an absolute

necessity. Knowing the goals and objectives f the organization, helps you prepare your
budget. The budget will be prepared based on based on the following considerations:

 Duration available for Planning and working out?

 What are the objectives to be accomplished?
 What are the likely costs of the event?
 What are your funding sources?
 Type of event- Mega, Medium or small
 Personnel involves as support staff

The budget preparation will depend on the type of event to be managed. Few categories of events
are :
1) Business dinners: One of the most traditional business events, business dinners can be
held for a range of reasons, from celebrating milestones to simply getting together with
employees and clients.
2) Golf tournaments: An annual golf tournament is a good way to increase customer
loyalty, reward employees, and acquire new customers. You could use your golf event to
raise money for a charity of your choice.
3) Networking events: These events are ideal for making new contacts, leading to
new clients, partners, and vendors.
4) Product launches: Create a buzz around the release of your new product by holding
a launch party. It’s a good way to get customers excited and to generate media
coverage.
5) Award ceremonies: Boost employee morale by hosting an event to honor them for all
of the things they’ve done for your company.
6) Holiday parties: The holidays present the perfect opportunity to throw a great party
where you can invite clients, prospects, media members, and employees.
7) Customer appreciation parties: Customer retention should always be a focus for your
business. Show your customers how much you appreciate them by hosting an event just
for them.
8) Board meetings: These prestigious meetings let you cover your company’s recent
progress and discuss future goals and strategies.
9) Happy hours: Blow off a little steam from the work week and build relationships at
a company-hosted happy hour event.
10) Seminars: Seminars are educational events for managers, employees, or even the
general public. They can have a single speaker or multiple speakers throughout the seminar.
11) Shareholder meetings: These events are typically held quarterly or annually
to keep shareholders updated about company issues and to take care of other executive-
level business.
12) Charity functions: Charity events highlight your brand in a positive way,
attract media attention, and allow you to give something back to an important cause.
13) Press conferences: Use press conferences to get the media talking about new
products, important business issues, or to launch new marketing campaigns.
14) Trade shows: Hosting a trade show is a great way to position your brand as an
industry leader and to generate new leads.
15) VIP events: Make your best customers feel special by hosting exclusive VIP
events just for them. These events can be things like sneak previews of new products or
special private sales.

Preparing your budget: This involves preparation of an outline of the organization’s

planned future activities.

 Determine and record available funds (e.g. carryover balance from previous year).
 Estimate and record expected income and when it will be available (dues, t-shirt sales,
video games, etc.).
 Define and record needed expenses (advertising, rentals, printing, supplies, etc.).
 Review, revise, and then assemble into a final budget.
 Have members vote for budget approval.
 The budget must be flexible to anticipate conditions which might have been
overlooked during the planning process.
 Consider market conditions, cost overruns , inflation etc
 Government rules and regulations
 Most budgets will require you to project and track some or all of the following:

 Fixed expenses: These will include things like Music systems, room rentals and
Venue costs that will not change despite the attendance at the event.
 Variable expenses: These will include items like food, beverages and transportation,
which will vary according to the count of the audience or participants.
 Indirect expenses: Often overlooked, these include paid staff hours and supplies that
may be needed during the course of the event. For example Labor expenses for
leveling the ground.
 Hidden expenses: No matter how experienced you are at preparing an event budget,
hidden expenses nearly always occur so you should leave some room in your budget
for them. These types of expenses often include things like rush or overnight fees for
items you may have ordered at the last minute, cost of breakages and overtime for
employees etc.
 Revenue: The income for your event may come from registration fees , Sponsorships,
or ticket sales, Advertisements, monetary or in-kind donations, etc

Managing the Budget: Once prepared and approved, the budget should be closely managed:

 Set and maintain a minimum balance.

 Formulate general policies and procedures needed to achieve objectives while
providing internal control (e.g., allow only approved expenditures).
 Keep an accurate written log of financial transactions (income and expenses).
 Periodically and regularly compare the budget to your actual SOAS account statement
of activity.

As the budget period is ending, compare your budgeted amounts to the actual expenditures and
revenues. Review and judge the data in order to establish priorities for the next budgeted
period. Begin preparing for the next budget a month or more prior to the conclusion of the
current budget period and then begin the process anew.

Whether you're new to event planning or a seasoned pro, keeping an event budget will help you
stay organized and prepared for any client inquiry and helps you avoid going over budget.
Few of the expenses that can be budgeted for are as follows:

1. Track site rental costs. As you plan the event itself and as you meet with your venue
sales manager, track all projected rental fees for the event and function space,
housekeeping, baggage handling, and related expenses.
2. Estimate catering costs. This includes all food and beverage charges, including tips
and gratuities -- which can account for up to 30%.
3. Document transportation charges. This includes shuttles, coaches, event transfers,
and any related expenses.
4. Add decor expenses. Most events include expenses for decor, such as centerpieces,
floral, tent rentals, etc. This is where you list those costs.
5. Document entertainment & equipment fees. Common expenses in this category
include the A/V equipment, but it's also a good spot to list honorariums to speakers or
if you are hiring entertainers.
6. Summarize printing charges. Several small item charges actually combine to make
a larger expense line item. These include invitations, name badges, program booklets,
event signage and banners.
 7. Line item for gifts. One of my event rules is to never allow a guest to leave empty
handed. So, whatever gift or gifts you provide, track the cost for them separately;
you'd be amazed at how much these items can cost.
8. Identify activities expenses. If your event includes activities such as golfing, tennis,
spa, rafting, biking, or other activities, you will want to note the cost of these fees
separately. I suggest summarizing the total cost in your spreadsheet and attaching a
breakdown.
9. Post other expenses. If an expense doesn't fall into any of the above categories, I tend
to list them as a miscellaneous expense item here.
10. Give yourself a contingency fund category. Depending on the size or complexity of
an event, you may want to give yourself as much as up to 20% of the event budget
here. Despite the best planning, charges are going to exceed projected plans with
expenses that you never consider. This will keep you from going over budget every
time.
11. Summarize projected expenses. As you build your event program, you will have a
good projection of the total expenses. This information can be shared with the client
to make sure they are aware of the event budget so that there aren't any surprises later
on.
12. Summarize actual expenses. This happens after the event has concluded, The
summary of total expenses has to be prepared and compared with the budgeted
figures. Cost overruns need to be looked into and analysis made.

Importance of Budgeting

Profitability: Since event groups strive for profitability through the efficient and economical use
of resources and labor and services, they require financial road maps to show how they will
allocate their resources to achieve their business objectives.

Goal Accomplishment: Event Managers require prudent budgeting to accomplish their goals.
They practice budgeting—the estimation of probable expenditures and income for a specific
period—to determine the most efficient and effective strategies for making profits.

Control Expenditure: Budgeting allows event managers to keep control over their expenditures.
The chances of unnecessary and unexpected expenditure occurrence are normal for events,
and appropriate budgets limits and minimizes expenditure.

Procuring Funds: Intelligent budgeting incorporates good business judgment in the review and
analysis of past trends and data pertinent to the enterprise. This information assists a
company in determining the type of business organization needed, the amount of money to be
invested, the type and number of employees to hire, and the marketing strategies required.

Effective planning: In budgeting, a company devises both long-term and short-term plans to
help implement its strategies and to conduct ongoing performance evaluations.

Direction: A host of management personnel participates in the budgeting process. In general

these participants include "submitters" and "reviewers." The submitters are usually division
managers who prepare and propose possible spending plans to achieve company goals,
whereas the reviewers are often executives, controllers, or accountants who determine
whether the proposed budgets and their objectives are affordable, realistic, and attainable.
These roles, however, are not mutually exclusive: those who submit budget proposals often
review other proposals and vice versa.
Systematic Evaluation: To be successful, the budgeting process establishes criteria and
control mechanisms for the systematic evaluation of the company's ability to effectively
implement its plans. These controls are often detailed and complex.

Staffing and assigning responsibilities: The budgeting process aids in determining the
organizational structure .Therefore, the company includes in the budgeting process
employees from each organizational level and from each department. The company marshals
these resources in a coordinated effort for the fulfillment of the objectives.

Flagging Potential Problems: Because the budget is a blueprint and road map, it alerts
managers to variations from expectations that are a cause for concern. When a flag is raised,
managers can revise their immediate plans to change a product mix, revamp an advertising
campaign, or borrow money to cover cash shortfalls.

Tried and TestedMethod: The practice of budgeting has existed for ages. In ancient times
individuals and societies engaged in processes of planning their economic activities,
evaluating the annual outcomes, and revising when necessary. Through observation and
experimentation, agrarian peoples discovered, invented, and standardized various practices to
increase the quality and quantity of their yields.

Accountability and Ownership: Budgeting hinges on accurate accounting of all activities,

including machine use, manpower needs, employee turnover, inventory levels, supplier
pricing, sales discounts, benefit costs, production schedules, selling costs, and the like.
Therefore, the accounting staff plays a central role in collecting, analyzing, and processing
the needed data. Contemporary approaches to budgeting, however, often emphasize the role
of managers in the budgeting process.

Control Mechanism: A budget delineates the expected month-to-month route a company

will take in achieving its goals. It summarizes the expected outcomes of production and
marketing efforts, and provides management benchmarks against which to compare actual
outcomes. A budget acts as a control mechanism by pointing out soft spots in the planning
process or in the execution of the plans. Consequently, a budget, used as an evaluative tool,
augments a company's ability to make necessary alterations more quickly.

Enhancing Managerial Perspectives:

In recent years the pace and complexity of events have made the role of event managers
increasingly tough. The act of making estimates about future economic conditions and the
team's ability to respond to them, forces the team to synthesize the external economic
environment with their internal objectives.

Coordination and cooperation:

Preparation of a budget assumes the inclusion and coordination of the activities of the various
segments within a business. The budgeting process demonstrates to managers the
interconnectedness of their activities.

Computer Aided Event Management: Technology, in terms of event management, has

become more important than ever. From ticketing systems, to tools to measure ROI, using the
tech solutions out there not only make the job of the event planner more streamlined, it helps
companies save money by helping measure ROI on events. With the world tweeting away
night and day, there is no doubt that technology has changed our life completely. And this
change is not limited to the World Wide Web either; it is fast percolating to the other
activities and business spheres as well. As the gadgetry world over goes through a makeshift
each day, so do the businesses associated. Some of the technological trends and innovations
that are changing the way we think about event management are as follows:

On-line registrations: Technology is rapidly changing the way events are organized around
the world. Online registration enable attendees and participants to register online and make
and secure payments online. Of late online registration for events has taken the center stage
It is simple to setup custom registration forms, promote on Facebook, send email invitations
and manage cancellations in one place.

Online reminders: With the advent of the iPhones, Androids and Blackberrys, smart phone
applications have become the next-gen platform for event management. From charting an
event to locating it on the map, you can do it all on your mobile. You can set reminders on
your gadgets to remind you of the upcoming events. Mobile Apps nowadays have become
advanced enough to take care of almost all your needs and it was time you acknowledged
this. The sooner we realize the future role of smart phone apps, the better it will be for our
business.

Promotion and Publicity: Social networking sites like Facebook and Twitter have completely
altered the way we think about event promotion. Letters are antiquated and emails outdated.
Nowadays, you ‘tweet’ and ‘poke’ your way around the events. From creating a fan page to a
social group, there are numerous ways to announce your event to the world. And more
importantly, like everything else, you get to reach out to your target audience around the
world in real time. The excitement os built by tweets and shares even before the event takes
place.

Live meetings and interactions: The barriers have been stomped down and the walls have
fallen. Technology has made sure that geographical impediments no more stop you from
attending an event half way round the world. The webinars and live meetings are the newest
venues for events the world over. Planners and event managers are going all out to
accommodate their eager attendees, wherever they may be.

Achieve Strategic Event Goals: The way we see it, technology is meant to serve you, not the
other way around. That’s why focus on completely integrating your chosen event
technologies into your live events, demos, training, entertainment and networking in order to
improve efficiency ,cut costs and improved performance.

Create Powerful Brand Connections: Implemented correctly, event marketing technology can
be an outstanding catalyst for action. Attendees who find it easy to share information, begin
conversations and engage with a brand through entertainment and education become
tomorrows brand advocates.

Market on a Global Scale: Because both GPJ and Active have a multinational footprint,
geography is immaterial. You now have access to consistent, reliable and robust technology
solutions wherever you wish to engage your audiences.
Costs Reduction: The more integrated and efficient your event management technology, there
is a definite reduction in costs. Jobs can be executed faster with the growing technology
experience.

Database collection: Comprehensive data is worth more than diamonds in todays market.
With event management technology solutions,we have immediate access to a wealth of
relevant information about your audiences desires, interests and habits. It is possible to
interact with the customers online and maintain long term relationships.

Improve ROI: Fundamentally, we design event technology to improve your bottom line.
Through seasoned technology strategies, improved logistics, more efficient implementation
and an overall coordinated approach, the use of technology , makes provision for higher
profits.

Better Outreach: Involving local bloggers to participate at the event is usually a great
strategy to gain audience before, during and after the event. Bloggers usually count on a
wide reach and do not usually follow traditional media rules.

Recall factor: While not imperative for every event or industry, more and more events are
focusing on harnessing the viral power of their audience. If your audience is tweeting,
Facebooking and taking pictures on Instagram, it creates a unique impact with visuals posted
on websites. The recall factor improves with pictures and images.

Inviting Critiques: Ask for critiques. It is essential for improvement and progress. The
constructive criticism of the general public helps the event planner to incorporate changes
where necessary and learn from their mistakes.Online information gathering also generates
likes ,dislikes and comments that contribute indirectly to the long term well being .

Creativity: The computer aids in inappropriate design for the events. Innovation and
Creativity are important ingredients for events. A little creativity with some poster board, a
royalty-free music clip, and a good smart-phone video camera will create a fun video to help
publicize the facts and figures of the event.

Roles and responsibilities of event managers:

An event manager plays myriad professional roles. The role that events play for most brands
is rising rapidly, and today's event manager is organizing conference, seminars and exhibition
as they are parties and corporate incentive trips. The job of an event manager is not easy. He
has to be on his toes all the time because events are time bound activities and are objective
oriented. The event manager also acts as a liaison officer working out deals with various
other vendors who work in co-ordination and cooperate with the event manager. The
following are the roles and responsibilities of an event manager:

First and foremost, the event manager should hold discussions with the client and understand
the objectives of hosting an event.

Prepare an outline of the plan for the event based on the directions of the client.

Researching markets to identify opportunities for events and to connect with suitable vendors
and suppliers, liaising with clients to ascertain their precise event requirements;
Researching markets to identify opportunities for events and to connect with suitable vendors
and suppliers, liaising with clients to ascertain their precise event requirements;

Producing detailed proposals for events (e.g. Timeliness, venues, suppliers, legal obligations,
staffing and budgets);

Securing and booking a suitable venue or location;

Ensuring insurance, legal, health and safety obligations are adhered to;

Coordinating venue management, caterers, stand designers, contractors and equipment hire;

Organizing facilities for car parking, traffic control, security, first aid, hospitality and the
media;

Identifying and securing speakers or special guests, Chief guests, Master of ceremonies

Planning room layouts and the entertainment program, scheduling workshops and
demonstrations;

Coordinating staffing requirements and staff briefings;

Selling sponsorship/stand/exhibition space to potential exhibitors/partners; preparing delegate

packs and papers, liaising with marketing and PR colleagues to promote the event and
liaising with clients and designers to create a brand for the event and organizing the
production of tickets, posters, cataloger and sales brochures, plus social media coverage;

Coordinate with corporate team and local vendors and plan and implement all events
efficiently and coordinate with customers to assist in attainment of the main objectives of the
company.

Ensure compliance to all tour calendars within required time-frame and coordinate with
creative strategist to design all client solutions and perform various activities within required
time-frame.

Administer all production process and monitor all projects from conceptualization to
implementation and manage all production budgets for various events.

Assist to select appropriate vendor for all events and assist to hire and administer all on site
staff and production crew and prepare all client presentations prior to all events.

Perform research to select appropriate venue for events and identify appropriate target
audience for all processes.

Prepare plans for all aspects of events and assist in implementation for same and ensure
compliance to all local and state safety regulations and prepare appropriate budget for all
events.

Coordinate with clients and negotiate in all prices for events and assist to make appropriate
hiring for all staff and maintain record of all expenses.
Collaborate with project team to implement all activities for events within required time-
frame and budgets and perform research on all event location and entertainment facilities.

Design various event proposals for all client briefings and coordinate with board members to
administer all events and determine all formats for same.

Prepare all budgets and sponsorship activities for all events and assist to obtain all required
approvals for same and prepare all project plans.

Assist to set up venue and assist to finalize all logistics for events and establish an efficient
sponsorship for all events and participate in all training programs for staff.

Administer and determine and efficient marketing procedure for all events and assist to select
all participants and coordinate with all internal and external officials for efficient
implementation of all events.

Maintain and manage registration booths for all events and identify all volunteers for various
events and inform press of same.

Prepare and distribute all event maps and coordinate with vendors to prepare contracts
according to legal procedures and administer all activities.

Terms and Conditions of the engagement of the event manager with the client and
negotiations for fees to be paid for the services rendered by the event organizer.

Negotiate with media terms and conditions to provide an effective coverage of the event and
gain publicity through the conduct of the event.

Co-coordinating suppliers, handling client queries and troubleshooting on the day of the
event to ensure that all runs smoothly;

Overseeing the dismantling and removal of the event and clearing the venue efficiently;

Post-event evaluation (including data entry and analysis and producing reports for event
stakeholders

Marketing Intelligence and Information system:

Market Information and price sensitive information are essential for efficient planning of
the events. This extract benefits and leads that will be at par with the objectives to be
accomplished.

1) Surveys: A survey of market trends, customer psychology, market

conditions, competitive strategies, SWOT analysis etc help in gauging and
measuring the intensity of the impact that could be caused by events.
2) Gathering Information: It is essential to gather information to facilitate
budgeting processes, advertising strategies, media role play and sponsorships.
3) Database Generation: Market Research aids in planning and cost effectiveness
and causes filtration and collection of genuine database on client brands,
strategies.
 4) Competitor Moves: A closed approach towards detecting competitors’ tactics to
survive the threats of competition and to be spotted in themidstofcongested and
large number of similar products.
5) Price Fixation: Market information which aids in price fixation that will cause
enhance demand and larger takeaways could be mapped out.
6) Freebies, Add On, Subsidies: Discounts, freebies, after sales service, early
Bird pricing and special and unique association with customer is worked out.

Harbin International Ice and Snow Sculpture Festival

The festival originated in Harbin's traditional ice lantern show and garden party that takes place
in winter, which began in 1963. It was interrupted for a number of years during the
Cultural Revolution, but has since been resumed when an annual event at Zhaolin Park was
annnounced on January 5 in 1985.

The annual Harbin International Ice and Snow Sculpture Festival is an annual winter festival
that takes place with a theme in Harbin, Heilongjiang, China, and now is the largest ice and
snow festival in the world. At first participants in the festival were mainly Chinese, however
it has since become an international festival and competition. The festival includes the
world's biggest ice sculptures.

 Sun Island is a recreational area on the opposite side of the Songhua River from the
city, which features an expo of enormous snow sculptures.
 Ice and Snow World is an area open during at night which features illuminated full size
buildings made from blocks of 2–3' thick ice taken directly from the Songhua River. At
first China celebrated it then Harbin took over.
During the festival, there are ice lantern park touring activities held in many parks in the city.
Winter activities during the festival include Yabuli alpine skiing, winter-swimming in the
Songhua River, and the ice-lantern exhibition in Zhaolin Garden.

As early as 1980s, the ice lanterns in Harbin were known by many tourists from all over China.
The local interesting winter activities and sports made the ice city more vitality in winter.
The local unique snow and cultural activities have been subject to the government's attention.
Especially, when the officers of the Propaganda Department of Harbin Municipal Party
Committee met the tourists from Taiwan, Hong Kong and Macau, they found that their
guests were very crazy about Harbin's ice lanterns, ice cultures, winter activities and snow,
they had an idea for holding the ice and snow festival to promote Harbin's tourism. In Oct.
1983 the officers approached Harbin Municipal Party Committee with a suggestion. After
more than a year's unremitting effort, the suggestion was accepted by both Harbin Municipal
Government and Heilongjiang Provincial Government. On Jan. 5, 1885, the first Ice Lantern
Show was declared its opening at Zhaoling Park. At the same time, the government
announced the annual Ice and Snow Festival starts at Jan 5 and last about 2-3 months.

During the festival, the host city holds the Ice Lantern Show, the snow sculptures park fair,
and international competitions for ice and snow sculptures; launches winter swimming, ice
sailing, speed skating, mountain skiing and cross-field skiing competitions; and organizes the
ice and snow film art festival, exhibitions of paintings, calligraphy and photos, performances
of folk songs and dances, and wedding ceremonies on ice, in addition to economic and trade
talks, commodities fairs and trade fairs.

EXERCISE:

Answer the following

(2Marks)

1) What do you mean by organizing and staffing under event?

2) What do you mean by communication?
3) What is budget?
4) What are the key points to be considered while preparing budget?

Answer the following (5 marks)

1) Write a brief note on event proposal.

2) Describe the format of an event proposal.
3) Points to considered by event manager while planning for event.
4) Functions performed by event organizer.

Answer the following: (10

Marks)

1) Explain what event proposal is and Describe the format of an event proposal.
2) Explain how to convert plans into action.
3) Points to be considered while assigning responsibilities by an event manager.
UNIT 4
PUBLIC RELATIONS
PUBLIC RELATIONS

Introduction:

Public Relations has gained importance in today’s world .Public relation (PR) is an effective
tool used by companies, establishments and individuals to communicate with the public and
media. Public relations projects are planned and sustained to establish and maintain goodwill
and mutual understanding between an organization and its public. Public relations aim at
building long-term relationships among individuals and institutions. Public relations work
consists of a variety of activities by individuals and organizations intended to promote a
positive relationship or image among customers, employees, investors, suppliers, media,
government, opinion leaders, and members of the public. Today the role of public relations is
much broader and includes:

 building awareness and a favorable image for a company or client within stories and
articles found in relevant media outlets
 closely monitoring numerous media channels for public comment about a company
and its products
 managing crisis that threaten company or product image
 building goodwill among the target market through community, philanthropic and
special programs and events

Definition:

One of the earliest definitions of PR was coined by Edward Bernays, "Public Relations is a
management function which tabulates public attitudes, defines the policies, procedures and
interest of an organization followed by executing a program of action to earn public
understanding and acceptance.” It is also defined by two American PR professionals Scott
M. Cutlips and Allen H. Center, "PR is a planned effort to influence opinion through good
character and responsible performance based upon mutual satisfactory two-way
communication".
Public relations is the art and science of managing communication between an organization
and its key constituents to build, manage, and sustain its positive image. Public relations is
the process of aligning the perceptions of targeted audiences (or public) with the current
realities and reasonable prospects of another entity. It is about building public relationships.
Public relations involves:
1. Evaluation of public attitudes and opinions.
2. Formulation and implementation of an organization's procedures and policy
regarding communication with its public.
3. Coordination of communications programs.
4. Developing rapport and good-will through a two way communication process.
5. Fostering a positive relationship between an organization and its public constituents.
Developing long term relationships with the public and understanding their vital needs
falls under the purview of Public Relations.

Examples include:
• Corporations make use of public relations skills to convey information about the products,
uniqueness of the product, after sales services and the durability of the product boost their
direct sales efforts. As there is a congestion of products in the market, the companies have
to position and re-position themselves in the market for sustaining themselves in the market.
• Corporations also use public-relations as a vehicle to reach legislators and other politicians,
seeking favorable tax, regulatory, and other treatment, and they may use public relations to
portray themselves as enlightened employers, in support of human-resources recruiting
programs.
• Non-profit organizations, including schools and universities, hospitals, and human and
social service agencies, use public relations in support of awareness programs, fund-raising
programs, staff recruiting, and to increase patronage of their services.
• Politicians use public relations to attract votes and raise money, and, when successful at
the ballot box, to promote and defend their service in office, with an eye to the next election
or, at career’s end, to their legacy.

Service Organizations use public relations as a tool to promote their services and increase
awareness among the masses.

Nature and form of public relations:

Public Relations as a profession is gaining importance. Today an individual is expected to
possess Public relation skills apart from the technical skills. An individual who does not
possess PR skills becomes a misfit to the organization. In any kind of human activity may it
be in industry, commerce, education, health, local government or social service, they need
to understand and use public relations and communication. It is a two way process leading
to a two-way communication between an organization and its public. It requires listening to
the constituencies on which an organization depends as well as analyzing and understanding
the attitudes and behaviors of those audiences. Only then can an organization undertake an
effective public relations campaign.

Public relations should be seen as a management function in any organization. An effective

communication, or public relations, plan for an organization is developed to communicate to
an audience (whether internal or external public) in such a way the message coincides with
organizational goals and seeks to benefit mutual interests whenever possible.
1) Managerial Function: The PR function should be recognized as central to good
management and able to act as a unifying force within the organization and in the way it’s itself.
PR function as a managerial function builds unity among teams and co-ordinate team effort.

2) Link with public: Handling public opinion and obtaining their feedback is an important
function of organization. It has been acknowledged by the management that the PR person
is a necessary link between the management and the audience. It results in building trust and
good faith among the public.

3) Maintaining goodwill: In the long run goodwill always pays. In the early days business
and industry could function in total secrecy without public scrutiny. In the present
competitive society all sections of the economy i.e. private or public are under constant
public gaze. Confidentiality is different from transparency. PR skills help in increasing
goodwill of the company.

4) Value-add: Public relations is an added advantage no matter what job profile is being held.
Today the organizations prefer to appoint persons who are endowed with PR skills as such
personnel are productive and bring in cooperation and coordination among the staff.

5) Business Policy: Managing the strategy and skills of communication are an integral part of
business policy and decision making. Ultimately, PR is involved in the management of
organization behavior and also of the public important to them. PR decides about the methods
and media of communication and when and how to use the target public.

The scope of public relation:

Public relations has gained increasing importance. It is a window of the corporation through
which management can monitor external changes and simultaneously a window through
which society can affect corporate policy. The scope of public relations is wide and an
emphasis on Public relations is seen as a successful marketing strategies. PR is not only an
effective marketing strategy but also helps the management in building a unified force that
will optimize on productivity and creativity. Today most social conflicts are caused by
changing values and higher expectation from the superiors. We find regular conflicts
between employer-employee consumer-manufacturer, management-shareholders, citizens-
government and so on due to misconception and misunderstandings. These are generally the
major challenges where public relation practitioners can play a crucial role. They should get
to know the psychology of the public mind and acquire skill in solving and also avoiding
such conflicts.

In our market economy there are information gaps which cannot be filled by the interaction of
supply and demand via cost, wages or prices. Here public relations activity steps in. It
provides relevant information on planning technical and organizational developments,
inventions and their potential utilization, etc. The relations activity is becoming more and
more important for the procurement of economically essential production factors. It makes it
easier to tap the money-market or financing their projects by issuing bonds or shares.
Public relations profession has even entered into the fields of non-commercial organizations,
government departments, hospitals, universities and other non profit organizations.
According to Edward L. Bernays, the fundamental laws and the necessity of public relation
may be expressed in three words, information, adjustment and integration.
The scope of public relation is wide and also include political filed. Entrepreneurs, teachers,
political leaders, social workers, religions, leaders are all involved in public relations day in
and day out.In business, public relation is tool of management like marketing, production and
finance. It is investing and creating social assets for an organization which is finally reflected
in improved performance profitability, and growth of the organization. Successful public
relation can be measured by its ability to maintain long lasting relationships with its clientele,
supplies, debtors, management, government and customers.

Public relations can do the following:

(a) Help win friends, influence people, persuade individuals, groups and in difficult situation
bring about goodwill where needed and maintain goodwill where it is existing.

(b) Create and build up goodwill and reputation of individuals, organization and the nation at
large.

(c) Public relations can bring economic rewards arising out of mutual co operation
and integrated team effort.

(d) Develop a sense fulfillment and job satisfaction in a stress filled environment.

(e) The ability to withstand calamities and disasters by building a unified force fit enough
to face trials and challenges put forth by opponents or competitors.

(f) Building a conducive work environment that will encourage employees to be

productive and effective individuals contributing to the organization as profitable assets.

The three general kinds of PR work are publicity, event management and publication design.
Their products are intended to influence public opinion and are designed to promote and
protect an individual or organization's image and products.

 Publicity is communication written and produced by public relation professionals

intended to create a favorable public image for a client. Publicity usually takes the
form of text, audio and video news releases about an individual or organization
distributed to newspapers, magazines, radio and television stations, Internet sites and
other forms of media. While there may be production costs, the client and the public
relations professional do not pay a fee for placement of the information in media. This
is called free media. Publicity efforts might also include persuasive interpersonal
 communication, such as email and other forms of personal messaging, telephone calls,
visits and meals.

 Event management is the conception, creation, development, scheduling,

arrangement, logistical coordination, talent sourcing, production, promotion and
execution of events such as product launches, press conferences, corporate meetings,
educational conferences, road shows, grand opening events, concerts, award
ceremonies, film premieres, launch parties, fashion shows, festivals, games and a
variety of meetings. Such managed events are intended to accomplish the desire of a
business to generate goodwill.

 Publication design involves conception, writing, layout and production of a wide

variety of presentation media including promotional, sales and image building
materials such as catalogs, brochures, manuals, flyers, newspapers, videos, DVD
covers, podcasts, film credits, stage props, websites, logotypes, branded packaging,
and even t-shirts.

A PR specialist communicates with the target audience directly or indirectly through media with
an aim to create and maintain a positive image and create a strong relationship with the
audience. Examples include press releases, newsletters, public appearances, etc. as well as
utilization of the World Wide Web.

IMPORTANCE:

Public relations revolved around the fact that all people will act on what they perceive to be true.
A publicist or public relations officer will influence the public’s perception of things to work
in the favor or the business or organization. Public relations ensure that people see the
business or organization in a particular way that is in line with the organization’s objectives.

MARKETING TOOL:

Public Relation is essential for effective brand positioning and re-positioning. In a layman’s
language, public relations experts are hired to make an organization and its products/brands
popular among the masses.

In today’s world, it is really essential for every organization to understand the needs and
expectations of its target audiences. Public relations experts ensure free flow of information
between the organization and its target audiences, necessary for the survival of every
business.

Public relations experts strive hard to reach to the maximum people (potential customers) and
eventually gain maximum exposure for their organization/brand. More and more people
relate to their brand and automatically revenue of the organization goes up.

Helps in developing and strengthen relationships with the customer which will enhance the brand
image and generate brand loyalty.

Increase turnover by enhancing the brand image and popularity.

INFORMATION GATHERING AND DISSEMINATION:

Public relations aim at building and sustaining relationships. This calls for exercising
effective communication skills which in turn leads to gathering information obtained through
feedback and interaction.

In today’s world, it is really essential for every organization to understand the needs and
expectations of its target audiences. Public relations experts ensure free flow of information
between the organization and its target audiences, necessary for the survival of every
business.

It is a successful way of staying connected with the target audiences through information
sharing and interaction.

Public relations department gives the customers and in fact the whole world a better
understanding of how their organization functions, policies, products, services and so on..

DEVELOP CREDIBILITY

Using PR as a tool also for efficiency, allows you to gain credibility for your business.

Business transact with financial organizations for acquiring financial resources for the
business.PR helps in working out better deals with the financial parties through negotiations
and discussions.

Improving liquidity and credibility position, helps a business improve its competitive
advantage.

It can lead to strong community and industrial partnerships and even financial support.

EMPLOYEE RELATIONS

Public relations program is necessary to maintain employee goodwill as well as to uphold the
company's image and reputation among its employees.

The essence of a good employee relations program is keeping employees informed and
providing them with channels of communication to upper levels of management.

PR programs can improve performance and increase employee motivation and pride.

Public relations also play a role in recruiting new employees; handling reorganizations,
relocation, and mergers; and resolving labor disputes.

It improves work efficiency, improves productivity and keeps the work force engaged.

GOVERNMENT AND POLITICAL PUBLIC RELATIONS

Public affairs are the type of public relations that helps an organization interact with the
government, legislators, interest groups and the media.

Public affairs are the function that deals more broadly with public policy issues of concern
among constituents, activists, or groups who lobby the government on behalf of a certain
perspective. Public affairs are often issues of public concern that involve grassroots
initiatives, meaning that everyday citizens organize and create a movement in favor of a
certain issue or perspective.

Public affairs specialists act as lobbyists on behalf of their organizations, and they interact
with public who are interested in lobbying the government for legislation regarding particular
issues, such as international trade agreements or exchange rates, security and terrorism,
equitable wages and working conditions, the regulatory process, safely disposing of
production by-products, and so on.

In some organizations, the governmental relations arm or public affairs unit is coupled with
issues management, or it can even be the same public relations executive responsible for both
roles. It seek to facilitate interaction between organization and the government or
governments with whom it must deal, and to incorporate and update organizational policy in
accordance with governmental standards.

Public affairs can be used in a corporate setting to interact on policy and legislation with the
government, interest groups and the media.

An organization must also use public affairs to communicate about policy and procedures
with investors, regulatory public, employees, and internal public, as well as communities and
customers

COMMUNITY RELATIONS:

Any organization must be seen as a good community citizen and should have the goodwill of
the community in which it operates. An effective community relations program will cater to
such needs of the organization.

One of the major functions of public relations is to bridge the business/community gap. When
organizations support activities and programs that improve quality of life in their
communities their image and reputation will be enhanced

Corporations often indulge in corporate social responsibility initiatives for the common good
of the community. The role of Public relations will help in effectively installing such
programs which will help in improving the society.

An effective PR policy will help in maintaining good relationships and a well-organized PR

campaign can produce a greater impact than advertising and at a much lower cost.

If you are attacked publicly in the print or broadcast media, having a PR strategy in place will
minimize the damage caused by negative publicity.

Relation with stake holders:

Communication with stakeholders is an absolute must and the way the company
communicates with the stakeholders determines the success and future course of performance
of the company.
On the one hand, marketers talk with stakeholders/customers-potential customers to help
them develop products and services that will sell. It is a one-dimensional communication
relationship.

Public relations, on the other hand, listen to stakeholders to hear what they have to say about
the organization as a whole. The purpose of gaining this information is to advise the
organization how it can not only communicate more effectively with the stakeholders, but
how it may evolve itself so it more closely meets its stakeholder needs.

Stakeholder’s views are equally important and they should coincide with the goals and
objectives of the organization. Public relations help in maintaining good relationships with
the stake holders which will contribute to the wellness of the organization as a whole. The
public relations version of communication, then, is more rounded and more profound. It is
about exchanging information for a more balanced, mutually beneficial relationship.

Without good stakeholder relationships an organization will not only fail to achieve its profit
objectives, it will have trouble simply existing. Without good public relations, no matter what
the potency of its marketing, an organization will struggle to meet its organizational
objective.

Tools of public relations:

Creation and maintenance of a good public reputation is a complex and ongoing process.
Without an effective PR, it is very difficult to reach the attention of the target audience and
much less to influence their opinion and decisions. But when the relationship with the target
group is finally established, it needs to be maintained in order to keep it on a high level. The
process works similar to the interpersonal relationships. When two people lose contact, they
pretty much disappear from each other lives no matter how close they used to be. And the
same happens with the target audience if the established relationship is not maintained.

Common PR Tools and Techniques

In order to build a relationship with the target audience and maintain it on a high level, PR
specialists use a variety of tools and techniques. Some of the most common ones include:

 Public Speaking. In order to attract public attention and keep it engaged with a
particular organization or an individual, PR specialists take an advantage of every
public event and the opportunity to speak publicly. This enables them to directly
communicate and reach out to the public attending the event and indirectly, a much
larger audience.
 Press releases. Information that is communicated as a part of the regular TV or/and
radio program, newspapers, magazines and other types of mainstream media achieves
a much bigger impact than advertisements. This is due to the fact that most people
consider such information more trustworthy and meaningful than paid ads. Press
release is therefore one of the oldest and most effective PR tools.
 Newsletters. Sending newsletters – relevant information about the organization
or/and its products/services - directly to the target audience is also a common method
to create and maintain a strong relationship with the public. Newsletters are also a
common marketing strategy but PR specialists use it to share news and general
 information that may be of interest to the target audience rather than merely promoting
products/services.
 Blogging. To reach the online audience, PR specialists use the digital forms of press
releases and newsletters but they also use a variety of other tools such as blogging and
recently, micro blogging. It allows them to create and maintain a relationship with the
target audience as well as establish a two-way communication.
 Social media marketing. Like its name suggests, it is used primarily by the
marketing industry. Social media networks, however, are also utilized by a growing
number of PR specialists to establish a direct communication with the public,
consumers, investors and other target groups

Sponsorship's: A large number of events these days use sponsorship support to offer more
exciting programs and to help defray rising costs. Sponsorship allows you to reach
specifically targeted niche markets without any waste. In addition, it is a powerful
complement to other marketing programs, in addition to having a dramatic influence on
customer relations. Sponsorship offers the possibility of achieving several goals at once such
as: Enhancing Image/Shaping Consumer Attitudes, Sponsorship geared to driving sales,
creating positive publicity/heightening visibility etc. Sponsorship can often generate media
coverage that might otherwise not have been available.

Social Responsibility: Volunteering for community projects or providing sponsorship for local
sports or community events strengthens relationships with the public and demonstrates your
company’s social responsibility. If your products or manufacturing processes have an
environmental impact, publish your company’s policies through press releases or public
meetings to establish your green credentials. Giving back to the society attitude can improve
the goodwill of the organization.

Disadvantages of public relations:

While public relations hold many advantages for marketers, there are also concerns when using
this promotional technique.

1. While public relations uses many of the same channels as advertising, such as newspapers,
magazines, radio, TV and Internet, it differs significantly from advertising in that marketers
do not have direct control over whether a message is delivered and where it is placed for
delivery. For instance, a marketer may spend many hours talking with a magazine writer,
who is preparing an industry story, only to find that their company is never mentioned in the
article.

2. While other promotional messages are carefully crafted and distributed as written through
a pre-determined placement in a media vehicle, public relations generally conveys
information to a member of the news media (e.g., reporter) who then redrafts the information
as part of a news story or feature. Thus, the final message may not be precisely what the
marketer planned.

3. While a PR campaign has the potential to yield a high return on promotional expense, it
also has the potential to produce the opposite if the news media feels there is little value in
running a story pitched (i.e., suggested via communication with the news outlet) by the
marketer.
 4. With PR, there is always a possibility that a well devised news event or release will get
“bumped” from planned media coverage because of a more critical breaking news story, such
as wars, severe weather or serious crime.

5. PR is a very difficult discipline to understand and conduct successfully. A strategy

supported by the professional knowledge of the media will be needed if you want to get into
the media where you can get high responses to your promotions. However it is difficult to
measure or quantify the impact of PR.

6. It is difficult to predict the responses of the audience. However, the responses of the PR
last around 3 days to 1 week at most. The information gathered through feedback and
interaction may not be suitable to the decisive needs of the organization.

7. It is often difficult to separate PR programs and activities (such as publicity, distribution of

information material, special events, etc) from other activities such as marketing (advertising,
point-of-purchase promotional activities, give-away activities, etc).

8. Finally, in some areas of the world the impact of traditional news outlets is fading forcing
public relations professionals to scramble to find new ways to reach their target markets.

Public relations strategies:

Most of the companies nowadays are using PR tactics to build their profile and are actively
pitching stories to the media. To create long-term PR results, the most important first step is
to develop a PR strategy. A PR strategy will help you organize your PR activities and make
strategic decisions around the best way to communicate. An effective PR strategy will help
you to draw in your target audience as well as increase your profile and build brand
awareness. To get started with your PR strategy, here are a few steps .

DETERMINE GOALS: When creating a PR strategy it’s important to outline your goals and
objectives for what you want to achieve. For example, a company may want to launch a new
service division of your business and raise awareness of it in the market or it may want to
position your product or service as the leader in its category. Goals must be specific,
measurable, achievable, realistic and timely. Clear purposes are established by determining
your goals in order to maximize the success of your PR activities.

DETERMINE TARGET AUDIENCE/PARTICIPANTS: The target audience is the

individuals, groups and communities that have influence and decision making power over
your products or services. They are the ones you are trying to attract and sell to – they are the
people you want to communicate with. You can find your target audience by thinking about
who would be interested in hearing about your business, who are key decision makers, who
will have the greatest impact on the business’ outcomes and who will take action or purchase
your products/service. By defining your target audience you can tailor your communication
to suit their behaviors and therefore increase the effectiveness of your PR strategy.

DETERMINE THE KEY MESSAGES: You can include key messages in your written and
spoken communication to convey a specific message about your business to your target
audience. The best key messages are believable, easy to understand, distinctive, credible, and
succinct and drive your agenda. The key message is intended to penetrate deep into the minds
of the target audience conveyed by means of logo or any other suitable mode. It deals with
the various decisions about the message, such as the sources who will present the message to
the key public, the content of the message, its tone and style, verbal and nonverbal cues, and
related issues. Lessons from research about persuasive communication and dialogue will be
applied for the ultimate purpose of designing a message that reflects the information gained
through experience and researching.

DEVELOP TACTICS:
Tactics are the activities that will help you to achieve your PR objectives. If we use the
example of raising awareness of a new service division, one tactic may be distributing a
media release. This would be sent to publications relevant to your industry and target
audience with the goal of securing an article about the new service. Other tactical options
include email newsletters, social media campaigns, blogs, public speaking or pitching
interesting story ideas about your business to journalists.

DETERMINE THE TIME FRAME: You should also put time frames around each tactic to
ensure they are completed in a timely manner. For example, you could create an action plan
which details the PR activities for a particular month, who will complete them, when you will
start the activities and the deadline for completion. A PR strategy with detailed time frames
can help you to organize your workload, ensures accountability and makes sure you don’t
forget to complete a set task.

MEASURE SUCCESS: It’s important to measure the success of your PR strategy. You
could create your own measurement tools or set key performance indicators (KPIs) around
what you want to achieve. You could also measure your success by whether you achieved
your goals in the set time frame. By monitoring your success you can determine whether your
PR activities are working and discover the areas you need to improve on. It’s also a good idea
to regularly review your PR strategy to ensure it’s working effectively. It will also help you
to maximize the success of your PR efforts and help to grow your business.

ACTION PLAN: After comparing the goals to the actual actions taken, the company should
analyze the causes of deviations and suggest suitable action plan to design its strategy in
future to make it more effective and productive. Changes in strategies should be incorporated
to suit your own business goals and objectives. There is no tailor made solution to
formulating strategies for a business. It depends on the goals, size and its position in the
market.

Public relations strategies may also involve strategizing few of the elements:

Brand Strategy: Establish connections through a targeted branding strategy that seeks to
unite inspire and grow. It helps in developing brand loyalty and improve brand image in the
minds of the customers.

Communications Strategy: Helps you influence stakeholder opinion, change perception,

drive dialogue and create compelling platforms to capture your company’s narrative. This can
be achieved through cohesive messaging, an integrated communications structure linking
stakeholders to your organization, and mobilizing internal and external support for your
corporate objectives.
Cause Marketing: Cause marketing strategies can help you leverage partnerships, develop
strategic alliances and identify and connect with supporters of your cause to enhance your
fundraising efforts, build an advocate community and advance their causes, industry and the
consumers.

Crisis Management: Crises and public relations challenges emerge every day, in every
industry across the country. PR Strategies can help you mitigate industry challenges and
manage an appropriate response. It gives rise to rapid response to crisis to ensure challenges
are nullified, restore confidence and helps shape the conversation that follows.

Media Strategy: Media has a strong influence on the society. It influences their mindsets,
perceptions and buying behavior. Working out an effective marketing strategy will help in
increasing the turnover of the organization.

Grassroots Marketing: Marketing a cause or a brand today is all about perception. Nothing
holds more credibility than that of consumers and word-of-mouth marketing. It helps in
managing engagement strategies and research-based marketing to identify key audiences and
their trusted influencers, build relationships with brand champions and help grow your brand.
Through integrated campaigns and outreach initiatives grassroots outreach can grow.

Event Management: Through event management, PR can be successfully achieved as it

helps in obtaining genuine feedback and building relationships with the public. PR strategies
can be effectively enforced through events.

Brain storming sessions

At times we run out of ideas. Brainstorming could be the perfect solution to this problem.
Successful PR is sustained and needs a constant stream of ideas to keep it going.
Brainstorming is a well known, but often poorly practiced, technique for developing new
ideas. The following tips may help improve effectiveness. Ten Things you should do for
effective brainstorming

1. Group size: The maximum group size should be eight. Everyone then has a chance
to participate and no one should feel inhibited from having their say.

2. Strength in diversity. Ensure you have a good mix of people from different
backgrounds and expertise. Consider bringing in outsiders, this way you benefit from
different world views and experience.

3. Objective: Ensure the brief and core objective is clear, simple and understood by
everyone. Sometimes groups may get together and work out a solution without
understanding the main objective.

4. Catalyst: Consider introducing stimuli such as objects, music, pictures, colors etc Go to
the local park or other places rather than use a meeting room if you can to introduce creativity
and innovative thinking process.

5. Idea Generation: Write up every idea so that everyone can contribute to the pros and cons.

6. Equality. In a brainstorm everyone is equal. All ideas must be valued and respected.
Whatever position someone holds outside the room should not affect how their ideas are
received and treated. Acknowledge and encourage all contributions.

7. Quantity not quality. At stage one; we need to maximize the number of ideas and set of
a chain reaction so that one idea sparks others. Detail, quality and refinement are for later
stages.

8. Spontaneous: The instant idea is often the seed for the sensible strategy. Encourage people
to think outside the box. Turn ideas on their head.

9. Time frame: Close the meeting when the stream of ideas dries up. If the first brainstorm
hasn't produced a sufficient body of ideas for the evaluators to whittle down, convene
another group with different people.

10. Keep brainstorming and evaluation as totally separate processes. Use divergent
and convergent thinking until you arrive at your solution.

11. Freedom: Allow freedom of thought and expression else it is certain to kill the
creative process.

12. Don’t be constrained. By trivial things such as conventional wisdom, practicality, the
laws of physics or the budget, avoid choking ideas. Brainstorming is about idea
generation; later stages will look at making that good idea fit into the real world.

Media:

The history of Media General dates back to 1850, when the company’s former newspaper
business began operation with the Richmond Dispatch. That newspaper consolidated with
The Times to become the Richmond Times-Dispatch. Media General exited the newspaper
business in 2012. Since then media has played a very important role in our lives.

"Media" refers to various means of communication. For example, television, radio, and the
newspaper are different types of media. They are again classified into two major types ie The
mass media and the Personal Media. The forms of media are as follows:

Forms of media:

Media form Example learning technologies

Narrative media Online articles and papers, slide shows, podcasts,
online videos, software demos
Interactive media Scenarios, quizzes, games, e-tutorials
Communicative mediaForums, virtual classrooms, email

Adaptive media Simulations, intelligent tutorials

Productive media Wikis, blogs, text and media editors
Media refer to different channels that are used to transmit, store and deliver data or some
information from one place to other, one person to other as well as to the masses.
This term is also used as mass media. The need for media rose from the fact that
humans love to communicate, they are social beings . S o f r o m a n c i e n t t i m e
s d i f f e r e n t civilizations developed different "mediums or media" of
communication. The ancient cave paintings, hieroglyphs, symbols, maps, and
drawings are all the examples of how human being communicated from time to time.
The major types of media used all around the world today are print media, electronic
media and the broadcast media.
Print Media-
Print media contain materials that are available to us in printed form and which
we can carry with ourselves or we can simply say they are portable. The major
types of print media are books, magazines, newspapers, newsletters, posters, brochures,
press releases etc. Books are the oldest medium among all the print media and they
are still one of the most widely used among all. These were the books that contributed to
the development of l i braries i n medieval t imes across Asia and Europe.
Magaz i nes and newspap ers are relatively new form of print media which
gained popularity and became common in the 20th century all over the world, thus
becoming leading medium of mass communication. The advent of newspapers and
magazines greatly helped in the communication at the local, national as well as
global levels during the last two centuries. It can also be said that these acted as
agents of globalization to a large extent. They also helped in anti -colonial
movements across the world.

Electronic Media: Electronic media imply to that form of media which can only be accessed
by an electronic device. The largely used electronic media are radio, television
and internet. Radio is no doubt the oldest form of mass media. It came to the
public in late 19th and earl y 20 t h century and within few years i t became
one of the most l i ked forms of media.
Radio was a l so used as an eff ective medium to transmit messages during the
world wars. The mid-20th century saw the rise of television as an electronic media and it very
quickly became the most fascinating all over the world. The reason for the success of
television is very simple. It appeals to our visual as well as hearing senses. The visual appeal
of television is perhaps unparalleled to any mass media. Till now it remains the most popular
mass media. With the introduction of World Wide W e b ( w ww ) t h e i n t e rn e t a l s
o de v e l o p e d i n t o a d y n a m i c f o r c e i n c o m mu ni c a t io n .
The internet's popularity as mass media is because of the fact that it enables one t o access
an y and man y i nformation by j ust c l i ck of a button. I t i s a l so a two wa y
communication medium as it helps interacting face to face by the use of
appropriate instruments and internet connection. Thus we can say that both print and
electronic media have contributed greatly in the process of mass communication. Both
have their respective advantages as well as d i s a d v a n t a g e s . But t o neglect or i gnore
one for another would not be t he i deal wa y because each form has its own
significance. The books, for example, cannot be replaced by television, while the attraction of
internet and web cannot fully overtake the charm of newspapers and magazines. Moreover
people working in different media fields and their livelihoods would be affected if any
media suffer a setback. The production of the e-books, e-newspaper and internet
radio are some of the latest forms meant to blend the old with the new.
Broadcast Media: Another type of media is the broadcast media which is one of the most
popular and widely used media even today. It provides a visual delight to the people as it is
telecasted. Advertisements take a hold on people’s minds as they influence the buying
behavior of the individuals. Promotion and publicity are crucial factors of any event. The
Broadcast media is an undisputed form of promotion and publicity. The broadcast media is a
blend of information and entertainment. Today, you will hardly find households without a
television .The visibility factor are high and therefore the impact factor is also rated highly.
Television is primarily a visual media. Strong pictures and video affect television viewers
more than words, and pictures convey emotion better than arguments or discussion.
Television viewers, therefore, are more likely to remember how a story made them feel than
the actual details of the story. The picture form of demonstration is highly attractive and
attracts large number of viewers to the television. Unlike the radio and the newspapers, the
television also serves as great resources for entertainment and information sharing. Television
also offers the greatest creative opportunity among the traditional media. It has visual
elements like print and audio like radio, but it also has dynamic movement. Advertisers often
try to tell stories within their ads that have an impact on the audience. Creativity can give
greater meaning to a brand beyond its basic product. With TV, you can target emotional
connections, incorporate characters that the audience can relate to and offer multi-sensory
appeal.
Specialty Media: Specialty Media is another type of media. Specialty advertising involves
giving away free items to prospects or customers to establish rapport and increase brand
awareness. Specialty advertising is different from product samples, which are free products
that you sell, as the free items simply provide the medium for delivery of your brand
message. Giving away relatively inexpensive, useful items with an advertisers name printed
on them. A primary benefit of an advertising specialty item is the ongoing brand exposure
you gain. By using specialty items that are more connected to your company and brand, you
can offer prospects and customers a more personalized remembrance of your business. This is
a subtle way of communicating brand benefits without necessarily having to offer a lot of
words or copy. These are rather in vogue and an effective mode of communication with the
target audience. These items are given away without any obligations attached. Such take-
always strengthen the recall factor of the individuals. These can be in the form of calendars,
magnets, pens, pencils, memo pads, and key chains. Businesses are constantly creating
innovative means of transmitting their messages. Sports arena billboards, ads in movie
theaters, hot air balloons and blimps, skywriting, etc.

Media management:

Media management relates to the management or processing which may include editing,
capturing, compressing, copying, moving, deleting and manipulating media files. With the
growing events emerging continuously, the need for media management cannot be
overlooked.

Business promoters are constantly face the need for media management and they look to the
Web and associated tools to make the best of their business, web graphics incorporating flash
animations and plenty of imaging displaying fliers and information regarding weekly,
featured and special events.

The issue at hand is that much poorly managed content is often useless and will not serve the
purpose of the organization. Media has a powerful influence in the minds of its customers.
Therefore it needs to manage the media content in such a way that it results in attracting the
right audience / public.
The feature set of our Event & Media manager may include:
  Coverage of Feature Events
 Coverage of Weekly Events
 Photo Gallery & Albums
 Media upload and integration (Videos and music)
 Communication settings administration (for contact forms, SMS and Mailing List
subscriptions)
 Small Surveys
 Social Media Integration (Face book, Twitter)
 Advertisement

Consumers control the online environment so brands need to think about facilitating user-
created actions, not just user-generated content. ; Unlike newspapers and TV where the
advertisers are speaking at consumers, the Internet allows for more back and forth interaction.
Social Media has attained significant importance. The first thing to note is that the role of
social media extends far beyond event promotion and if that’s all you’re doing, you’re
missing a trick. For example, social networks provide a remarkably easy way to collect
database and generally have a higher response rate than paper invitations.

Social media also offers the opportunity to involve participants in the actual organization
process. By involving the audience to vote for their favorite speakers, bands or activities, you
can create an event program that you know people will enjoy. By giving attendees a voice
and making them feel involved, you’re also likely to increase the affinity they feel towards
the event. Increasing footfall is made possible once you’ve plugged the hash tag, released
some promotional videos, and encouraged the attendees to share the event with their friends
and followers. Utilizing social media can enhance the attendee experience and ensure your
event reaches a much wider, global audience. Long after the event is over, maintaining
relations with the online category of audience to cause promotions for the upcoming events.

Social media is a valuable source of feedback. By obtaining genuine feedback from the
community, the organizers are able to incorporate and implement the changes suggested by
the participating audience.

Importance of Media: Securing comprehensive media coverage of an event is an important

component of event planning. A plan for media engagement around the event should form a
significant and integrated part of the event’s marketing and communications plan. The media
involvement is found in all the three stages of event management

Pre event period

During the
event Post event
stage

Gaining exposure for an event through the media (newspaper, magazine, television, radio or
online) is the most effective way to communicate with the public about an event. The public
generally gets most of its information about events from the media, so securing positive and
informed media coverage can be a very influential tool in shaping public perception.

Event organizers should establish strong collaborative relationships with all the different
areas of the media, with clear lines of communication and workable plans for supplying
timely, appropriate and interesting material concerning the event.

Some key advantages of using the media to communicate about an event include:
  The ability to reach a very wide range of people
 It can be organized at relatively short notice.
 Provides information of the event
 Creates awareness of the event
 Promotion and publicity
 Effective marketing strategy
 Sparks attention of the public

The media can be your best advertisement, but also your harshest critics, so ensure that you
manage them professionally.

Social Media Management:

Social media is one of the most effective ways for you and your business to get more traffic
and generate new leads. Having the right social media management tools and a presence on
all the major networks like Face book, Twitter, Google+ and LinkedIn is a necessity these
days for any business. But what kind of marketing software, dashboards and publishing tools
are the social media manager gurus actually using to juggle these multiple accounts.

Social Media Marketing has now become an important marketing tool. The management of
media is important for the following reasons:

1. There is widespread usage of media, and the social media has created a buzz in the
online community. People have more and more resorted to electronic media and it has
become a powerful and popular tool for event organizers and the like.
2. You can essentially connect any major network or channel together to automate
sharing on sites like Facebook, Twitter, LinkedIn and more based on any action you
desire. Like sending out a tweet automatically every time you publish a new blog post
or getting an email when your favorite magazine has something new to say.
3. Media leads to instant interaction with the public. The views of the people can be
generated online without much effort , which helps in decision making and has an
impact on the public at large.
4. It offers business solution to watch real-time conversation on social media in order to
predict the best times for publishing content to capture peak attention from target
audiences. It offers a full suite of services that looks to expand audience engagement
and conducts an analysis of social signals to help identify where marketers should
spend money on Promoted Tweets, Promoted Posts and Sponsored Stories, extending
the reach and engagement for Twitter and Facebook paid strategies.
5. The form of media to be opted for has to be determined based on the type of audience.
6. Media costs are a real time concern and the event manager needs to consider the costs
of media and negotiate with the media personnel before making a selection of the
appropriate media.
7. The content of the material to be put through media has to be well managed. It could
give rise to unnecessary turmoil or affect the perception of the public. Media has great
power in influencing the mindsets of the people, therefore content management is
essential to prevent ambiguity and misleading information to be disseminated to the
people.
8. Media Management includes the date and the time during which the content will be
broadcast, telecast or printed etc.
9. The core task of media management is to build a bridge between the general
theoretical disciplines of management and the media industry. However it could give
 rise to controversies which could defame the organization. Therefore caution should be
taken for guarding against any inappropriate information delivered through media.
10. Media helps in representing your company in a positive, authentic way, which will
can build credibility for the business and link to customers and prospects improves.
However

Even if you haven’t launched an outbound social media strategy, you to keep a pulse on what
people are saying — good or bad — about your company, competitors and major trends
and it is vital to tap into and join online conversations not only about your brand, but also
those about your competitors, your industry and your areas of expertise.

EVENTS AS A MARKETING TOOL

Traditional ways of marketing communication such as advertising and sales

promotion are losing their effectiveness day by day because of the exponentially
increasing clutter of all types of media. The result is an inadequacy in Reach and
Impact. In recent times Events are proving to be an effective media for reaching
out to the customers and improve effectiveness.

The Diverse Marketing Needs addressed by Events /Events as a Marketing Tool:

1. Innovation: Events help in creating awareness of the various innovations

in the field of trade and commerce. For example :Camlin introduced its
new product line of Artoons Sketch Pens,and it sponsored drawing
competitions at premier schools .It also organized product giveaways and
demonstrated the product features and benefits through a huge float and
road shows.
2. Brand Repositioning: Events can subtly, yet effectively re-enforce brand
characteristics of the product or service in the interest of its customers
through an event .Events effectively help in changing the perception of
the customers and events can be a suitable tool for brand re-positioning.
3. Increasing Customer Traffic: Events offer high possibilities for
effective interactions caused by sales promotions, face to face interactions,
 advertisements, offering higher visibility, addressing grievances and
highlighting unique brand features.
4. Creating Awareness about New/modified Launch: A number of
products are launched daily and it becomes quite mandatory to create
awareness of the new launches in the market, and to stand out among
congested advertisements which can lead to creating a demand for
the product or service.
5. Increase in Demand: Events act as a marketing tool as they aim at brand
re-positioning, highlighting radical features, introducing improved
versions etc .This creates a utility based demand for the product or
service
.Increase in demand will thereby lead to an increase in profitability.
6. Higher Visibility: Events showcasing products or services afford higher
visibility to the visiting audience which aids in publicizing the brand
character. Events offer a wide range of advantages wherein the
managers capture the attention of the audience through indirect means
such as contests, entertainments and other activities.
7. Recall factor: Creative Events cause a deeper impact in the minds of
the participants, which has creates a lasting impact in the minds of the
customers. Unlike advertisements, events strengthen the recall factor and
cause a favorable impact on the demand factor.
8. Opportunities for Growth and Expansion: Events help in adequately
gauging the customer requirements and expectations through interactions
and feedback. This helps in sustaining demand .The rise in turnover
caused by an increased demand gives opportunities for growth and
expansion.
9. Eliminating Competition: Through Events, companies are able to
establish relationships with the participants and relationship building
.This is one of the ways of combating competition and establish an
identity in a tough competitive world.
10. Increase in Turn over: Events cause a paradigm shift in customer
psychology and enhance demand leading to increase in turnover. The
main aim of any organization is to improve its profitability and one of the
best ways to achieve this objective is to increase turnover. Events help in
increasing turnover by creating awareness, brand building and relationship
building.

BRAND BUILDING: Customers experience your brand in numerous ways: products,

packaging, price, marketing, sales personnel, etc. Each of these contacts or touch points
shapes the customer's impression of the brand. Some of these touch points are obvious, like
product performance, and one-on-one customer interactions. Other touch points, such as the
product manual, monthly statements or post-sales support, may be subtler in their brand
effects.

The brand image creates expectations. In essence, your brand image is a promise - a promise that
must be kept.
If the brand is a promise you make, then the customer experience is the fulfillment of that
promise. The customer experience can't be left to chance. It should be actively designed and
controlled in a manner that enhances your brand image. It must consistently reinforce the
brand promise across every customer touch point or the value of the brand itself is at risk.
Your ultimate goal is to have each touch point reinforce and fulfill your marketplace promise.
By identifying the people, processes, and tools that drive your customer experience, you can
actively design and control your own, unique, optimized experience. .

EVENTS HELP IN BRAND BUILDING IN THE FOLLOWING WAYS:

NEW PRODUCT / BRAND LAUNCH AWARENESS: A large number of products are

launched daily and enormous launches discourage and confuse the customers, therefore they
should be aware of the new launches in order to utilize their resources effectively.
Canvassing and Publicity accompanied by events cause awareness and rejuvenation caused
by product distinct features. Example: The launch of an audio cassette “Wings” was
organized with select celebs by flying down an aircraft.

HIGHLIGHTING ADDED FEATURES: Technological changes or competitive

developments or customer demand paves the way for manufacturers to augment their product
brands. The traditional modes of communication or conveying information may not be
fruitful. Events aid in an effective interaction and involvement. The rapid pace of
developments necessitates the need for innovation linkage which can be achieved through
Events.

GENERATING BRAND UTILITY: Events create an ambiance wherein audience can be

treated royally and information interchange can be effectively accomplished by endearing a
congenial and perfect sit out for thought provoking sessions with the customer. Through
Events, the manufacturer is able to focus on the client needs and improve its brand image by
being a facilitator. This helps in generating feelings of brand loyalty by instilling into the
customer, the thought that the company truly cares about the feelings of the customer.
DUAL APPROACH: An event organizing company generally associates itself with various
other companies in the form of obtaining sponsorship and enjoys the rub off effect. Various
premium brands collaborating with the organizers would help create a premium image as
well as improve marketability. In this way the company organizing the event as well as the
associated companies is benefitted.

REPOSITIONING OF BRANDS/PRODUCTS: Events help in changing the mindsets and

perceptions of the customers. The re-positioning can be effectively achieved through events.
Re-positioning of Brands help in improving the marketability of a product.

CREATING AND MAINTAINING BRAND IDENTITY: A large number of products and

brands exist in the market. Events help in creating awareness of a product’s distinct features
and influence the customer perception of the brand. Survival of threats from major brands
could be achieved through brand promotions at events.

Event Company brands, like individual personalities, are based on behaviors and
characteristics. The stronger the characteristics, the stronger the business brand image. Over
time, these company personality traits become anticipated, expected and relied upon, forming
an inherent “promise” between a business and its clients. After creating a brand image the
next step is to maintain its image in the society. Most of company are successful in creating
brand image but they fail in maintain its image.

Maintaining the brand image is very important for the company. Consumers have always
been in charge of "brand development, customer are more concerned that your brand is worth
based on the products and services they think they need and what you ultimately are able to
deliver. The feedback loop is just a lot faster now.

 According to newspaper reports, the Australian based Fosters Brewing Company

planned to launch its beer brand Foster’s Large in India by becoming the official
sponsors of the Australian Cricket Team on its tour.
 Events acts as a base to exhibit promotional schemes or by sponsoring events by
involving in giveaways of expensive gifts, tickets, samples etc.

Recently, Event management is considered to be one of the most effective and strategic
marketing techniques and it is a powerful communication tools by companies from all over
the world, of all sizes.
From simple product sampling, product launches, product endorsing to press conferences.
Companies create promotional events to help them communicate with clients, potential
clients or the target market. They use different mediums to target their audience one of
which is using the news media, hoping to generate media coverage which will reach
thousands or millions of people or target audience. They can also invite their audience to
their events and reach them at the actual event.
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the technical
aspects before actually executing the moralities of the proposed event. Post-event analysis
and ensuring a return on investment have become significant drivers for the event industry.
The recent growth of festivals and events as an industry around the world means that the
management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a
large impact on their communities and, in some cases, the whole country.

THE DIVERSE MARKETING NEEDS ADDRESSED BY EVENTS:

EVENTS AS MARKETING TOOLS

1. Innovation:

Innovation can help you discover what opportunities exist now, or are likely to emerge in the
future. Successful events not only respond to their current customer or organizational needs,
but often anticipate future trends and develop an idea, product or service that allows them to
meet this future demand rapidly and effectively. Innovative event will help you stay ahead of
your competition as markets, technologies or trends shift. Constantly innovating and
improving business practices is also likely to help you attract better staff members and retain
more of your existing staff - something which is crucial to the long-term health and
performance of your business.

Events are more successful when it is different from others, sometimes your sponsors and
customer may even be willing to pay you better price for the innovative product or design

For eg:- Maggi noodles market were popularized in the market by distributing free samples to
school children & demonstrating the advantages of maggi as a breakfast necessity
highlighting its taste and time taken for cooking and health & nutritious aspects” .
2. Brand Repositioning:

The brand re-positioning needs to take place due to the following reasons:

 The brand has a bad, confusing or nonexistent image.

 The organization is significantly altering its strategic direction.
 The organization is entering new businesses and the current positioning is no
longer appropriate.
 The organization has acquired a powerful proprietary advantage that must be
worked into the brand positioning.
 Broadening the brand to appeal to additional consumers or consumer need
segments for which the current brand positioning is ineffective.

Due to above reasons the events can subtly, yet effectively reinforce brand characteristics in
the mind of the customers because of which the motive for re-positioning the brand is
achieved.

3. Increasing Customer Traffic:

Every event managers/ organizer’s basic motive will be to increase customers for their
events; more crowds reflect the events success. Every event manager takes efforts to increase
the customer traffic by sales promotion campaigns, face to face interaction, advertisements
offering higher visibility, addressing grievances and highlighting unique brand features. This
leads to an increased flow of customers, which fulfills the basic marketing needs of the
organization.

4. Creating Awareness about New/Modified Launch:

A number of products are launched daily. Events helping in making the product known to the
customer and enhancing the demand. Creating awareness about the event to the customers is
essential in a competitive world. The hoards of advertisements create confusion in the minds
of the people. To avoid such confusion, event management teams should create awareness
about their event before launching it. If event company takes appropriate steps to create
awareness then event is promoted even before the salesman calls. The increase in awareness
and advertisements can cause the escalation in demand.

5. Increase in demand:

Any organization looks forward to growing demand their products or services. Events aim at
brand re-positioning, brand awareness, highlighting radical features, and introducing
improved versions of the product. This creates a utility based demand for the product/service.
Increase in demand will suitably lead to an increase in the profits.

6. Higher Visibility:
Events showcasing products/services afford higher visibility from the visiting audience which
helps in publicizing the brand character for eg- when Camlin introduced its cartoons sketch
pens , it sponsored drawing competition at all the premier schools in the country (other than
advertisement on TV & magazines) .Events cause a higher visual experience as they make
use of the media , which publicizes the brands indirectly either prior during or post event
stages.

7. Recall factor:

Creative Events have a deeper impact in the minds of the people, which leave a lasting impact.
Events are aimed at strengthening the recall factor as they are tailor made to create an impact.
Therefore such events lead to an unconscious revelations and constantly aid in strengthening
the recall factor and act as a marketing tool.

8. Oppurtunities for Growth & Expansion:

Events help in properly gauging the customer expectations and requirements through
interactions and obtaining feedback. Instant feedback generated from the people can serve as
on important decision making tool . The funds of the organization can be effectively utilized
as the demand can be predicted with precision . This leads to efficient planning and
utilization of the scarce resources.

9. Breakthroughs in Competition

Through Events the participants are able to combat issues and uncertainties associated with the
market and to keep pace with the challenges involved in cut throat competition,
undoubtedly is a world of the survival of the fittest . Numerous products coupled with
various promises of fulfillment tend to broadly divide the focus or attention to brands
,Customers are thrown open to an ocean of similar products and services . Events cater to
unique ways of brand building and establishing goodwill which in turn eases out the threats
of competition.

10. Increase in Turnover:-

Event cause a paradigm shift in customer psychology and enhance demand leading to increase
in turnover.The main objective of any concern is to increase its profits through an increase
in its turnover. Events creates distinguished identity for brands which indirectly results in an
increase in turnover.

Image Building:

Event company image, or reputation, describes the manner in which a company, its activities,
and its products or services are perceived by outsiders. In a competitive business climate,
many businesses actively work to create and communicate a positive image to their
customers, shareholders, the financial community, and the general public. A event company
that mismanages or ignores its image is likely to encounter a variety of problems. "Reputation
problems grow like weeds in a garden," Davis Young wrote in his book Building Your
Company's Good Name."Direct and indirect costs escalate geometrically."

In businesses of all sizes, it is vital that managers recognize the importance of creating and
maintaining a strong image, and that they also make employees aware of it.
Creating a good image begins within the offices of a company's managers. It should be based
on the development of good company policies, rather than on controlling the damage caused
by bad company policies.
Business owners and managers should take the following steps toward improving their
companies' image: focus on the firm's long-term reputation; base actions on substantive
policies; insist on candor in all business dealings; and uphold the stakeholders' right to know.
After all, a good image can take years to build and only moments to destroy.

Event company takes so much of time to build its image by conducting various events like
corporate conference, party, marriage, Networking events, Business dinners, Golf
tournaments, Product launches, Award ceremonies, Holiday parties, Customer
appreciation parties, Board meetings, Happy hours, Seminars, Shareholder meetings,
Charity functions, Trade shows and IP events etc. Events thereby cause image building
in the market in general and the customer in particular.

According to the Atlanta Olympics organizers, 10700 athletes from 197 countries competed
at the 1996 Summer Games and over 2 million people went to Atlanta to see them.

The viewership on TV was 3.5 billion with such a large audience, the biggest international
event in the world is a natural arena for image building (Official Sponsor – Mahindra &
Mahindra) Mahindra & Mahindra, in the off beat drive event organized by sports craft,
attracted the customers by letting the participants experience the thrill of 4 wheel driving
.The trip also created a bond between the company and the consumers.

Mahindra also establishes a world class image worldwide by sponsoring events like World
Squash Championships and Olympic Games.

FOCUSSING THE TARGET MARKET:

Target Marketing refers to a concept in marketing which helps the marketers to divide the
market into small units comprising of like minded people. Such segmentation helps the
marketers to design specific strategies and techniques to promote a product among its target
market. A target market refers to a group of individuals who are inclined towards similar
products and respond to similar marketing techniques and promotional schemes.Kellogg’s K
Special mainly targets individuals who want to cut down on their calorie intake. The target
market in such a case would be individuals who are obese. The strategies designed to
promote K Special would not be the same in case of any other brand say Complan or Boost
which majorly cater to teenagers and kids to help them in their overall development. The
target market for Kellogg’s K Special would absolutely be different from Boost or Complan.
The value proposition initiated by the company must be relevant to your target market. This
means your target market must be clearly defined. It is common for a business to have to
refocus and revisit their targeting, especially if it was not clearly identified in the beginning
stages of business.It is necessary to find the right balance when defining your target market in
a way that causes your audience to recognize that you are talking specifically to them. This
often requires companies to narrow down their target market.

Why is Your Target Market Important in Branding?

It does not matter what your Brand mission is, identifying and gaining the devotion of your
target audience is the necessary means to reaching those objectives.

To achieve your brand marketing goals it is important that you know your target market
inside and out. This requires conducting a market analysis. This market analysis must be as
in-depth as possible providing you will all the data you need to reach your target
effectively. By knowing your target audience you will be more confident in the steps to take
to connect with that audience.The power of your brand relies on the ability to focus. That is
why defining your target market will help to strengthen your brand's effectiveness.

The first is to conduct and informal market analysis of your target market and the second is
to write a target audience definition for your company. The instructions below will walk you
through the process of completing both of these steps.

Conduct Your Informal Market Analysis

The following questions will help you assess your market analysis. Make your study as
complete as possible. Use the Internet to conduct research. You can also read news stories
that are related to your target market. This will help you to narrow down your target by
interest, demographic, and common trends.

1. Who is your target audience?

2. Where is your target audience located?
3. What do they think about your current brand?
4. What would you like them to think about your brand?
5. How will you attract them to your products or services?
6. Who else is competing for their loyalty and devotion?
7. Are you targeting business or consumer sectors?
 Focusing the Target Market:-

Events help in focusing the target market in the following ways:

1. Enabling interactive mode of communication: Events provide strong ground for

interactions. Interaction helps in collection of facts and figures and opinion from the
customers. The trends and changing tastes and the preferences of the customers can be
tracked which essential data for planning and decision is making. Events also lead to
building of relationships and networks.

2. Being spotted amidst congested advertisements:- Ideally a number of products and brands
dominate the markets . This poses a severe threat to those operating in the markets
surrounded by uncertainty. Events like sports wherein the sponsors or the co-sponsors capture
the events. Event marketing believes in grabbing the attention that infuse enthusiasm and
interest among the audience.

3. Information regarding new developments:-

Innovation and on Benefits and development take place more so keeping in tune with the tastes
and preferences, beliefs and culture become the focus of attention. Events are an excellent
ground for showcasing the new developments that have taken place so that the customer is
aware of the brand success and is induced to make a choice. On the other hand
,Events manage to disseminate information of brands influencing the buying behavior of the customers.

4. Blend of Entertainment cum Information:-

Events contribute to dual benefits. The events are not only involved in generating information
but to keep the audience in the gambit of fun and entertainment and on the other hand events
acts as a captivating tool, registering and associating with the audience .

5. The Audience – Need Priority: Audience Need becomes and remains a priority for the
event management companies as the event is designed keeping in mind the customers.
Centre of focus is the customer .Events are able to cater to the needs and requirements of the
customers leading to a direct focus on the target market.Once the customer groupings have been
made it is then necessary to ensure that all their needs are met.For eg- A “Symphony under
the stars” concert would attract many fans of classical music, many would come for the
fireworks at the ends, or food and beverage could be on the priority list.

6. Customer segmentation:-Customer can be divided into the following groups:

(a) Influence-rs

(b) Decision Makers

(c) Purchasers

(d) Followers

MARKETING PLAN: The purpose of a marketing plan is to set the direction your business will
go to promote the business, build a customer base and determine any opportunities to make a
profit. While drawing out a marketing plan, one has to be predicting and deciding how your
business will meet your client's needs while generating a profit for your business. Planning is
a key point and a core business principle that will help determine the future of your business
and at the core of your business is the marketing plan. It's not just the finished marketing
plan that will help you, but the thoughts you will encounter when writing the plan and the
obstacles you will overcome in the process will have a major effect on the way you do
business. You will understand your customer and their needs on a deeper level and you will
be better equipped to meet the needs of your customer. A customer focused business ethos is
a proven method to increase the chances of a sustainable and profitable future. The
marketing planning process is at the heart of any truly marketing orientated company, and
ensures the customer is at the center of all key decisions.

Implementation Planning involves:

 Scheduling activities and assigning responsibilities
 Budgeting
 Internal marketing (communicate the plan to the staff)
 Communicating the plan to suppliers and intermediaries

Facilitating Implementation
Managers are important facilitators in the implementation process and some are more effective
than others. To be effective implementers, managers need:

 The ability to understand how others feel and good negotiating skills;
 The strength to be tough and fair in putting people and resources where they will be
most effective;
 To be able to focus on the critical aspects of performance in managing marketing
activities;
  The ability to create a necessary informal network to match each problem with which
they are confronted.

EVENTS LEADING TO IMPLEMENATION OF THE MARKETING PLAN:-

a] Enabling authentic test Marketing:-

Events cause collection of authentic feedback as they enable effective interaction with the
customers at the point of contact offered by events. The seller / manufacture gets a clear
picture of customer wants and preferences. Events enables show casing of various products.
Test marketing is a technique to determine how well people respond to a product.

b] Captivation tool for marketing communication:- Marketing communications consists of

the messages and related media used to communicate with a market. Those who practice
advertising, branding, direct marketing, graphic design, marketing, packaging, promotion,
publicity, public relations, sales, and sales promotion are termed marketing communicators.

Traditionally, marketing communications practitioners focus on the creation and execution of

printed marketing collateral; however, academic and professional research developed the
practice to use strategic elements of branding and marketing in order to ensure consistency of
message delivery throughout an organization. Marketing communications is concerned with
the general behavior of an organization and the perceptions of the organization that are
promoted to stakeholders through these touch points. Consumers put forth their grievances.
Events are crowd pullers, the consumers make constructive remarks. It offers a conducive
environment for putting forth suggestive remarks. The psychology of the customer can be
well guided through event media.

C] Increasing Customer Traffic:- Events can be conceptualized to increase customer traffic. The
Nescafe 3-in-1 treasure hunt, co- sponsored by McDonalds was an effort towards increasing
customer traffic, as the event also gave away Samsung music system as prizes to the winners
of the event. Another example of online customer traffic was the 121212 concerts that were
conducted for Sandy Relief Victims. It was watched by 19 million Americans across the
world.

[d] Sales Promotions:-Events facilities and promote sales. LEVIS Company begun using
event marketing on Facebook to promote sales through its websites via Face book and
profile advertisements. Dominos buy one, eat one promotion strategy was also aimed at
promoting sales.

[e] Relationship Building: Events creates long lasting Relationships. It also results in
relation building with the distributing, sales representatives and Sponsors to the event.
Relationship Building leads to Brand loyalty, leading to stability in demand. It creates an
environment for nurturing the interest of the audience. Example: Dettol used Mothers Day to
advertise Dettol products which shows the power of a mother‘s love and care by associating
itself with protection, care and love.
Gillete, ESPN Snackwell, Parle, Lux, Vaseline etc. are targeting women customers by tapping
their emotional side and generating a feeling of bond ,affection and love.

Brand Building examples:-

[1] Micromax, the contemporary mobile manufacturing company is all set to shell out Rs.100
crore for its brand building initiative.TV and Radio advertisement to cost Rs.60 crore. The
man objective is to add an aspiration factor to the brand and create a brand recall value
among consumers. The core essence of the campaign will be innovation. The New tag line
for the Brand is inventing surprises.

[f] Motivation and Enthusiasm among the sales team:-

Events not only boost up sales among the customers/audience but it also enthuses the sales and
marketing team. The enthusiasm among the workforce helps in operational efficiency and
productivity. The Motivated Marketing team results in activation of services and results in
twin advantage. Eg- During the World Cup (cricket)1999,HSBC bank introduced a scoring
system on the pattern of cricket game , wherein runs were awarded (instead of points ) for
particular performance criteria .This event helped in motivating the employees to take
responsibility as of sales personnel. It helped in converting employees into sales persons
instead of relying on the separate sales team.

[g] Presence Affirmation:-

With a large number of product (competitors) emerging into the market, it becomes essential for
Groups to reaffirm their presence in the market. Eg: -Tata motors launched the NANO
student of the year for all college students in India to mark its association with one of
Bollywood’s biggest release “Student of the Year”. A Rs.3 lakh scholarship was awarded to
the winners. Companies face stiff competition, therefore they need to affirm their presence in
the market by keeping itself abreast with the changing patterns of the society.

[h] Immediate Sales:-

Events announcing ‘Half Price Sale,Clearance Sale ,Discount Sale and Factory Seconds are
aimed at generating immediate sales.

Eg:-year End stock clearance sale Expo .Peter England shirts online sale –cash back sales 30
days returns, cash delivery, free shipping.These are few of the attractive schemes adopted by
corporate to attract the customers in a world of choices. Such qualifier remarks attract the
attention of the customers which again leads to a lead in sales.

[i]Improved Publicity:-Events help in achieve the media and the print media, which draw
the attention of the audience. Having your product name and logo visible at events is an
important mode of publicity. Eg: - Millard Clinic conducted a blood drive week targeting
3000 units of blood. Sponsors announced ten major prizes , a trip for 2 at Hawaii, a health
advice booth , a Craft fair, Jazz band , children entertainment , Expresso kiosk etc .. The
advertisement brought excitement to an otherwise boring event. Such events lead to increase
in publicity and image building.
 [j] Recruitment of Distributors & sales Representative:- Events cause increase in demand due
to publicity. The desire for market penetration cause need for distributors/Sales Reps for
Market Distribution strategy. Events also cause brand awareness which could lead to
increase in demand leading to recruitment of Distribution/Agents for decentralized sale.

Eg:- Vodafone made its appearance with a big bang which led to increased publicity among its
audience , which in turn hired distributors / agents for market penetration and distribution.

Advantages offered by Events:

Over the years, Events have gained substantial importance. Events can enhance, link other
elements of a promotional mix – advertising , public relations sales promotions and direct
marketing to create a sales promotions and direct marketing to create a singular, high
visibility experience for the consumer. Events can have (in the broader spectrum ) an impact
on the economic , political , physical and social aspects of a community or country .

Following are few of the advantages offered by Events. 1]

Enticing Customer:-

Events have the ability to draw the attention of the audience in numerous ways. Events offer a
range of potential benefits to the events audience i.e. a navel experience, entertainment,
uniqueness and excitement. It helps in focused communication, improved interactions and
finally the desire to attain needs is converted into demand and supply.

2]. Publicity:-

Publicity for an event can be secured by disseminating press releases to the media. Publicity can
be done either through the print media or the broadcast media. Such publicity causes positive
and cost effective response from the audience. It also provides the advantages of a high brand
recall. Event generally becomes a memorable experience and generates word of mouth
publicity.

3] Interactive communication:-

Events offer scope for interactions. The audience is able to communicate its wants, priority and
suggestions. It also calls for grievance handling. Events offer and stimulate interaction
between the people and the influence-rs which lead to brand loyalty. Customer satisfaction
and brand Re-positioning interaction forms the foundations for long term planning and
decision making in an organization.

4] Feedback:-

No other media can boast of generating a mechanism of obtaining feedback as instantaneously

such as Events. Being a live media , it is possible to feel and deduce the reactions of the
audience to the aim/objective that the events was conceived for .Feed backs
helps in gauging the perceptions, attitude mindsets, Nature and changing trends of its
customers.

5] Publicity for legally restricted Product:-

Products like cigarette, Liquor and Gutka are officially legally banned from being advertised
on the Govt. controlled media, and such companies are forced to use events as a marketing
tool. Example: Launch of 555 cigarettes was made at the Turf Club, Mumbai, which
provided for direct interaction with customers. The McDowell’s Contest represent earliest
attempt at the corporatizations of commercial public events. The banned products find it
difficult to enter the markets and run a risk of fading away with new entrants in the markets.
Events come to their rescue as they offer a platform for publicity and being noticed.

6] Improving trade relationships:-Events can be used as an enlarged territory for live

interaction, and communication. The additional features, utility and after sale service
features build in an attachment for the product and develops a psychological bonding
between the customers and the client. Events focus on relationship building and image
building which indirectly brings in feelings of brand loyalty.

7] Gathering Marketing intelligence:-There is a high scope for interaction with the audience,
the feedback system enables gathering of marketing intelligence such as competitive
advantages etc. which helps in long term financial benefits for the organizations. Long term
financial results are important consideration in event management. The market sensitive
information such as the demand ,competitor ,market risks, and price sensitive information
etc can be gathered during the course of the events which will serve as confidential and
important data for long term planning and budgeting.

8] Marketing Awareness:-Through events, awareness of the new launches acquisitions,

promotions and new development can be made. Some products do not capture the attention of
the audience however events facilitate such attention through its creative efforts. Customers
rather do not go about searching for such information, however they get equipped with such
statistics during the conduct of events which influences broadly the purchasing power.

9] Lasting impression:-Events are designed to create to create a lasting impression in the

minds of its customers. Events generate a powerful impact over and above through the
paid or bartered media publicity. The audiences are suffocated with hospitality and the
creative gimmicks at the event venue that poses a lasting impression in the minds of the
audience, turns around to be successful attempt.

10] Great Take ways:-Events grant a variety of take ways to its audience. The take ways
could be in the form of entertainment, communication, interaction, product add on
feature, entertainment, samples, and a suitably designed package to engage the audience
attention. Thus events serve as great takeaways to the audience and the participants.

11] Demographic dividend:-Events generally host a multimedia package for all the segments
of the market .i.e. men, women, children .it becomes a hanging out and outdoor venue. It
offers attractive package for all kinds of audience. I-e purchase, influencers, observes etc.
Marketing research:-

According to American Marketing Association, “Marketing Research is the function that links
the consumer, customer and public to the marketer through information-information used to
identify and define marketing opportunities and problems, generate, refine and evaluate
marketing actions; monitor marketing performance; and improve understanding of
marketing as a process.”

Marketing Research is systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.
Marketing Research is a well-planned, systematic process which implies that it needs planning at
all the stages. It uses scientific method. It is an objective process as it attempts to provide
accurate authentic information. Marketing Research is sometimes defined as the application
of scientific method in the solution of marketing problems.

Marketing Research plays a very significant role in identifying the needs of customers and
meeting them in best possible way. The main task of Marketing Research is systematic
gathering and analysis of information.
Marketing Research is essential for strategic market planning and decision making. It helps a
firm in identifying what are the market opportunities and constraints, in developing and
implementing market strategies, and in evaluating the effectiveness of marketing plans.
Marketing Research is a growing and widely used business activity as the sellers need to know
more about their final consumers but are generally widely separated from those consumers.
Marketing Research is a necessary link between marketing decision makers and the markets
in which they operate.
Marketing Research includes various important principles for generating information which is
useful to managers. These principles relate to the timeliness and importance of data, the
significance of defining objectives cautiously and clearly, and the need to avoid conducting
research to support decisions already made.

Events help in conducting market research in the following ways:-

1] Representative panel of customers:-

Events facilitate identifying customers and selecting a panel of customers, who can provide
honest feed back, opinion regarding company and its brands. The selected panel could be
very helpful in taking important decisions and knowing / generating feed back of the
customers as a whole.

2] Assimilation of authentic Data base:-

Interaction during events enables creation of an authentic database for the

organizers/company.

This could form part of integral information of the companies. The database gathered could
be useful in maintaining good relationships with the customers and establishing goodwill.

3] Instant Market Research:-

Events provide a host of audience friendly occasions wherein the required data can be
collected both instantly and authentically. Generally feedback obtained from service carried
out by research firms are prone to errors and suffer from deficiencies in the methodology of
data collection. Such data forms reliable part of information to be processed for Marker
Research.

4.] Predictable Demand:-

Market survey, feedback and data collected through events helps in predicting a reasonable
demand for products and services. The prediction of demand aids in avoiding locking of
funds in Inventory and leads to efficient utilization of resources.

5.] Generating qualified sales leads:-

Events provide gratification and participation through activities such as lucky draws, and
entertainments that act as an incentive for the audience to interact and indulge. Thus events
lead to generating sales leads by driving the customer to be engaged unconsciously with the
company.

Relationship Building:- Successful businesses don't just communicate with prospects and
customers for special sales. Today, making your company indispensable is a vital key to
marketing success. It's a terrific way to add value, enhance your brand and position against
your competition. Here are seven relationship-building strategies that will help you transform
your company into a valuable resource.Following are few of the ways of relationship
building.
1. Communicate frequently. It's important to communicate frequently and vary the types
of messages you send to your customers. Instead of a constant barrage of promotions,
sprinkle in helpful newsletters or softer-sell messages. .
2. Offer customer rewards. Customer loyalty or reward programs work well for many
types of businesses, from retail to cruise and travel. The most effective programs offer
graduated rewards, so the more customers spend, the more they earn. This rewards your best,
most profitable clients or customers and cuts down on low-value price switchers-customers
who switch from program to program to get entry-level rewards. Whenever possible, offer
in-kind rewards that remind your customers of your company and its products or services.
3. Hold special events. The company-sponsored golf outing is back. With the renewed
interest in retaining and up-selling current customers, company-sponsored special events are
returning to the forefront. Any event that allows you and your staff to interact with your best
customers is a good bet, whether it's a springtime golf outing, a summertime pool party or
an early fall barbecue.
4. Build two-way communication. When it comes to customer relations, "listening" can be
every bit as important as "telling." Use every tool and opportunity to create interaction,
including asking for feedback through your Web site and e-newsletters, sending customer
surveys (online or offline) and providing online message boards or blogs. Customers who
know they're "heard" instantly feel a rapport and a relationship with your company.
5. Enhance your customer service. Do you have a dedicated staff or channel for resolving
customer problems quickly and effectively? One of the best ways to add value and stand
out from the competition is to have superior customer service. Customers often make
choices between parity products and services based on the perceived "customer
experience." This is what they can expect to receive in the way of support from your
company after a sale is closed. Top-flight customer service on all sales will help you build
repeat business, create positive word-of-mouth and increase sales from new customers as a
result.
6. Launch multicultural programs. It may be time to add a multilingual component to
your marketing program. For example, you might offer a Spanish-language translation of
your Web site or use ethnic print and broadcast media to reach niche markets. Ethnic
audiences will appreciate marketing communications in their own languages. Bilingual
customer service will also go a long way toward helping your company build relationships
with minority groups.
7. Visit the trenches. For many entrepreneurs, particularly those selling products and
services to other businesses, it's important to go beyond standard sales calls and off-the-shelf
marketing tools in order to build relationships with top customers or clients. There's no
better way to really understand the challenges your customers face and the ways you can
help meet them than to occasionally get out in the trenches. It can be a real eye-opener and a
great way to cement lasting relationships.
 EVENTS HELP IN RELATIONSHIP BUILDING IN THE FOLLOWING WAYS:

A] Pro active, in designing hosting situations to meet the required protocol:-

Hosting situations could be well met by providing guarantees, free exchange offer, after sale
service, up gradation and free checkups. Such actions lead to building a rapport with the
customers, winning over confidence and generating a feeling of customer satisfactions.

B] Feed backs:-

Obtaining feedback from the customers is an important aspect for providing satisfaction to the
customer and enhancing the relationships. The client is willing to accommodate the change
proposed by the customer. This brings in a feeling of mind full trust and captioned interest.

C] Relationship building through events:-

Entertainments, games, cultural programs suit the appetite of the customers as they are led to
participate and improve relationships through events that are organized primarily with the
aim of face to face interactions and establishing long term contacts with the customers.

D] Forum for influence-rs, Decision makers and Businessmen:-

Events provide a forum for presentations, discussions and feedback which also facilities
interaction between the businessmen and the audience. The co-sponsors to the event can also
capitalize by creating an impact.

E] Forum for career Match Making:-

Events in the form of job fairs help in hiring the best talent. It also provides for a friendly and
face to face interaction between the company and participators.

F] Creating Opportunities for better deals:-

Events offer opportunities for negotiations. The collaborations of different businessmen to
conduct an event can give high visibility and generate a power packed response. It offers
opportunities to the customer with the privilege of many business houses together to interact
with and the companies are benefited by a joint venturing of events.

Examples:-

Education UK exhibition organized by British council offered students and parents the latest
News and informed about studying in the UK. At the exhibition, one could speak to the
representative of UK institution, get informed on how to apply for student visa and attend
seminars on various topics which helps in understanding all aspects of life and profession at
UK. Seminar on student visas was delivered by visa officers from UK Border Agency.

Creating opportunities for better deals with different Media:-

There are numerous segment /groups that are benefited by hosting events. Media have a very
important role to play at events.Free publicity for an event can be secured by running a
careful publicity campaign with the media.There are several points of contact. It involves
developing and disseminating press release to journalists or an interview with journalists.

The popular forms of media are

A] The print media: Print media, is distinguished from broadcast or electronically

transmitted communications. The print media include all newspapers, newsletters, booklets,
pamphlets, magazines, and other printed publications, especially those that sell advertising
space as a means of raising revenue. Most print media, with the exception of magazines, are
local, although there are some national newspapers and trade publications that have become
quite successful. Magazines, on the other hand, have always been national, although there is a
trend today toward localization and specialization. Also included in print media category are
directories, church and school newspapers and yearbooks, and programs at theater
presentations and sporting events.
Example: In the United States, at present, there are 1745 daily and 7602 weekly newspapers, and
64,000 magazines.

B] The broad cast media: The broadcast media includes radio and television, including
local radio and television stations, radio and television networks and cable television systems.
Because of their ability to reach vast numbers of people, broadcast media play a very important
role in any advertising campaign that needs to reach a broad market base. The broadcast
media made a very pervasive influence in most Americans' lives.

C] The electronic media: Electronic media is media that uses electronic information to
access the content. Video recordings, audio recordings, multimedia presentations, slide
presentations, CD-ROM, and Online Content are all forms of electronic media.

Events offer better opportunities for better deals with different media. Generally Professional
Event Organizers are in touch with the media an individual sponsor is unlikely to gain this
advantage as it may find it difficult to network with different media .

On television & radio, free commercial times are bartered by the event organizers. It simulates
media interest in the event, resulting in positive and cost effective publicity.

Events and the Economy:-

EVENTS AND THE ECONOMY:

Events can have an economic, political, physical and social impact on the community and on the
nations at large. Over and above the marketing prospects, the economic benefits generated
from events and the resultant effectiveness on its economy cannot be sidelined.

Following are the influence of events on the economy:-

1. Driving an economy into growth phase:-

The 1982 Asian Games held in New Delhi gave impetus to the India economy with setting up of
an Asian Games village for the participants with all modern facilities essentially in transport
& infrastructure.

2. Development in transport / infrastructure:-

Mega events bring in tremendous development in the transport & infrastructure, which leads to
growth & development. New buses were introduced and are still in operation, which were
used to transport athletes during 1982 Asian games.

3. Employment Opportunities:-
Mega events such as Olympics at London, causes employment opportunities as the event
preparations goes on for a period of 4-6 months prior to the date of event. The creation
of employment opportunities causes an face-lift of the economy .

4. Political Advantages:-

The Mittal Orbit was unveiled by London Olympics 2012 as a massive piece of contemporary
art. Mittal’s company stumped up more than 19£ million of the £24 million cost of the
structure. The sculpture has become a monument for London. This results in improving trade
relationships among countries and bring in economic soundness.

5. Increase in tourists: - Events such as festivals, Exhibitions, Carnivals, Conventions

etc. increase tourism and generate foreign Earnings.This results in exchange earnings
and creation of a reserve of foreign earnings.

Ex: - Goa carnivals are a period of exquisite tourists from all over the world.

6. Social Benefits: - A good example of an event that brought in environment as well as

social benefit is that of the “Great American Clean Up”. In 2002 nearly 2.3 million people
volunteered for the clean up by renovating playground, cleaning up waterways, and
seashores, planting trees, beautifying works and Restoring Buildings.

7. Industrial Developments:-Events that cause awareness through product launches,

highlighting the differential advantages, utility of a product can enhance demand. Demand
will cause an increase in production activities which in turn will improve industrial
growth and development.

MEDIA:The mass media are diversified media technologies that are intended to reach a large
audience by mass communication. The technologies through which this communication takes
place varies. Broadcast media such as radio, recorded music, film and televisiontransmit their
information electronically. Print media use a physical object such as
a newspaper, book, pamphlet or comics, to distribute their information. Outdoor media is a form
of mass media that comprises billboards, signs or placards placed inside and outside of
commercial buildings, sports stadiums, shops and buses. Other outdoor media include flying
billboards (signs in tow of airplanes), blimps, and skywriting. Public speaking and event
organising can also be considered as forms of mass media. The digital media comprises both
Internet and mobile mass communication. Internet media provides many mass media
services, such as email, websites, blogs, and internet based radio and television. Many other
mass media outlets have a presence on the web, by such things as having TV ads that link to
a website, or distributing a QR Code in print or outdoor media to direct a mobile user to a
website. In this way, they can utilise the easy accessibility that the Internet has, and the
outreach that Internet affords, as information can easily be broadcast to many different
regions of the world simultaneously and cost-efficiently

Problems offered by traditional media are as follows:-Promotion and Publicity are a crucial
part of the marketing of any event, which involves communicating the image of the event to
the audience the media involved may be Print, Radio, Television, Direct Mail,
Outdoor Advertising, Brochures and Internet .However there are several problems associated
with traditional media.

1. Too many advertisements have led to a cluttering on TV, print and other media.
The interest of the consumers cannot be sustained through advertisements

2. Today’s generation, hardly finds time for recreation and therefore over the years the
visibility of advertisements and captions on T.V have diluted the interest of the audience,
and proliferation of low intensity viewership.

3. The increasing number of channels, broadcasts, Podcasts has led to fragmentation of

viewership. Events offer narrow casting of campaigns to the sharply defined audience.

4. Media costs have caused erosion in advertisements .A call for increased effective publicity
and tangible impact can be met through feedback which is met through events hosting.

5. Interaction and Instant feedback cannot be obtained through traditional media, while
events enhance relationships and cause brand building through its creative endeavor.

6. Media planning has became difficult and complex due to rising costs and the
increasing number of advertisements that bombard our lives

7. The benefits of reach [effective] and Impacting the psychological needs of the audience
through entertainments, hospitality and refreshments cause an effective outreach resulting in
building confidence and stimulating the interest of the audience which cannot be obtained by
traditional media.

Hong Kong Disneyland

Hong Kong Disneyland is located on reclaimed land in Penny's Bay, Lantau Island. It is the
first theme park located inside the Hong Kong Disneyland Resort and is owned and managed
by the Hong Kong International Theme Parks. It is, together with Ocean Park Hong Kong,
one of the two large theme parks in Hong Kong. Hong Kong Disneyland opened to visitors
on Monday, 12 September 2005 at 13:00. Disney attempted to avoid problems of cultural
backlash by attempting to incorporate Chinese culture, customs, and traditions when
designing and building the resort, including adherence to the rules of feng shui. For instance,
a bend was put in a walkway near the Hong Kong Disneyland Resort entrance so good energy
wouldn't flow into the South China Sea.

Hong Kong Disneyland had one of the shortest construction periods among all
the Disneyland-style theme parks. On 12 January 2003, more than 400 guests celebrated the
groundbreaking of Hong Kong Disneyland after the finishing of land reclamation in Penny's
Bay. The audience included Tung Chee Hwa, then chief executive of Hong Kong;Michael D.
Eisner, former chairman and CEO of The Walt Disney Company; Robert A. Iger, president of
The Walt Disney Company; and Jay Rasulo, former president of Walt Disney Parks and
Resorts. On 23 September 2004, a special "castle topping ceremony" was held in the park to
commemorate the placing of the tallest turret on Sleeping Beauty Castle. Hong Kong
Disneyland was opened to the public at 13:00 on 12 September 2005 by the chief executive
of Hong Kong, Donald Tsang and the CEO of The Walt Disney Company, Michael Eisner.

Just before the grand opening, the park was criticized for overestimating the daily
capacity. The problem became apparent on the charity preview day on 4 September 2005,
when 30,000 locals visited the park. The event turned out to be a disaster, as there were too
many guests. Wait times at fast food outlets were at least 45 minutes, and wait times at rides
went up to 2 hours.
Although the park's shareholders and the Hong Kong Government set pressure upon the park
to lower the capacity, the park insisted on keeping the limit, only agreeing to relieve the
capacity problem by extending the opening time by one hour and introducing more discounts
during weekdays. However, the park stated that local visitors tend to stay in the park for more
than nine hours per visit, implying that the mentioned practices would do little to solve the
problem.
During Chinese New Year 2006, many visitors arrived at the park in the morning bearing
valid tickets, but were refused entry, because the park was already at full capacity. Some
disgruntled visitors, mainly tourists, attempted to force their way into the park and climbing
over the barrier gates. Disneyland management was forced to revise their ticketing policy and
designated future periods close to Chinese public holidays as 'special days' during which
admission would only be allowed through a date-specific ticket.
EXERCISE:

Answer the following

(2Marks)

1) Meaning of public relations.

2) What do you mean by managerial function?
3) What do you mean by community relations?
4) What are the public relation strategies?
5) What is print media?
6) What is E-media?
7) What is broad cast media?

Answer the following (5 marks)

1) What are the scopes of public relation?

2) Explain the relation with stakeholder.
3) Explain types of media.

Answer the following: (10

Marks)

1) What are the tools and techniques used in public relation?

2) What are the disadvantages of public relation under event?
3) Explain the effective brainstorming.
UNIT 5
CORPORATE EVENTS
CORPORATE EVENT

Meanimg:

Corporate event can be defined as different people (employees or clients) coming together
to meet the objective. In other words corporate event is an event conducted by company for
their employees, clients and business partners which can be funded by company itself or
sponsored by other companies. Corporate event can be in house or external venue.

A wide variety of corporate event programs are planned by companies across the globe each
year. Conferences, seminars, and team building sessions are just a few of the functions held
by small and large businesses alike. Corporations might also host trade shows or press
conferences designed to promote a new product or brand. Other corporate event programs are
less formal in nature and might include company picnics, retreats, and incentive excursions.

Conferences and seminars are corporate event programs usually designed to deliver
information to attendees. Corporations often hold functions such as these to educate and train
current employees, provide information to the public, or train employees of another company.
These can be small and local, or they might involve extensive planning for larger out-of-area
events.

Team building experiences are usually used to help employees learn valuable techniques in
working together for the common good of their employer. At times, an outside agency that
specializes in team building is hired to arrange these corporate event programs. A variety of
tactics might be used such as group exercises, workbook education, or lectures. Employees
are generally expected to then apply this knowledge in their everyday work environment.

Trade shows are usually comprised of several companies within a specific

market that come together to display new, innovative, or best-selling products. Many
companies use press conferences as a way to notify various press outlets of noteworthy
happenings. This can include the launch of new products or services, a change to a
company’s structure or product offering, or other information the public might be interested
in hearing. While some corporate event programs are used to enhance a business in some
way, others are meant to be fun, exciting, and less formal. A retreat may be held to give
employees a chance to relax while possibly attending a conference or seminar at the same
time. Other times incentive programs are held to reward employees who meet preset
benchmarks in areas such as sales and marketing.

Business dinners are a long standing tradition to conclude the fiscal year and celebrate
milestones. Team Building events are a key to develop and motivate teas in companies to
improve productivity and efficiency. Golf events, tournaments aim at recreation for staff and
rejuvenate themselves .Networking events are personal marketing goals which serve great
opportunities for establishing contacts. Companies may also indulge in CSR acts .
Shareholder meetings, Board Meetings and Award ceremonies are the other types of events
organized by companies.

PURPOSE OF CONDUCTING CORPORATE EVENTS:

Corporate event can be conducted for various purposes it can be for official purpose or
general purpose.

PURPOSE OF CONDUCTING CORPORATE

EVENT

OFFICIAL PURPOSE GENERAL PORPOSE

OFFICIAL PURPOSE

Official purposes of corporate events are conducted for meeting specific objectives and the
participants are part of company (employees). Official purposes of events are

 Conference
 Training Programs
 Seminars
 Business Meetings
 Launch a new product
 Introduce new strategies and technique
 Placing new manager to the team
 To address the competition taking place with different team or from bottom line.
  To build team work on the floor
 Development Programs

GENERAL PURPOSE

General purpose of corporate event is conducted for meeting specific objective with
entertainment. General purpose events are

 Annual day conducted every by the company. On that day company will reward their
employees for their outstanding performance.
 Family day where the employees are invited with their family.
 Disability Day was conducted by company to encourage their physical challenged to
actively participate in the event.
 Cultural day where all employees encouraged to dress as per there tradition, this also
gives platform for other employees to value each others culture. These events may be
located within the company or outside the company based on the size of the audience.

PLANNING OF CORPORATE EVENT

Company conducts many corporate events for various reasons like year end meetings to gauge
the performance of the company, instilling team building etc. company also conducts
corporate events for the company like celebrating company annual day, eco-friendly day etc.
Corporate events can be for short or long duration it depends on the objective of conducting
corporate event and the volume of people involved in corporate event. Some of the corporate
event are conducted by the company itself and some of the corporate events are outsourced to
event management companies. Event can be conducted in in-house or external venue.
However a corporate of any type, requires effective planning.

Meaning:

Planning for corporate event is the process of planning a general body meeting, monthly sales
meeting, target achievement meeting, conference, workshop and seminars etc as per the
requirement and objective of event. It includes budgeting, establishing dates, reserving the
event site, acquiring permits, and co-ordination with government agencies, political parties’
transportation and security arrangements.

Few steps to be followed while planning a corporate event are as follows:

1. Understanding the purpose of the event is essential as it is the objective of the event that
drives all the subsequent planning.

2. Developing the concept and theme of the event is essential to achieve a memorable
experience. When coming up with ideas for a theme, it is most essential to consider the type
of venue available, budget etc.

3. The event audience needs to be taken into consideration.

4. Prior to conduct of an event, it is essential to conduct an analysis of the competitive

strengths.

5. A wide range of laws and regulations have an impact on the staging of events and these
can severely limit creativity and therefore it requires the event managers to liaison with the
local or state government.

6. The impact of an event on the local or wider community and others is a major
consideration of the planning stage. Because local lobby groups can create extreme
difficulties for the unprepared event organizer, it is absolutely essential that community
benefits are explained ad other impacts are considered as part of the event proposal.

7. Risks and Uncertainties should be estimated and provided for. Alternate plans to be kept as
a standby. Although planning ahead is a great formula for success, it is never enough.
Something unexpected always comes up. Thus, it pays to put in a little extra elbow grease for
extenuating circumstances. This applies to catering arrangements, printing requirements,
guest accommodations, weather forecasts, entertainment and more.

8. Maintaining good relationships with the suppliers of all commodities will ensure that only
quality and timely products will be received for an uninterrupted flow of activities in an
event.

9. Technical glitches cost the company. It is important to make arrangements for

technicalities that may affect its publicity negatively.

10. The financial, technical, social feasibility study should be made to understand the
viability of the event.

11. Media Planning is important for any event. Promotion and Publicity is an important
ingredient for events.

12. The staffing requirements of the event should be identified and organization charts should
be prepared. Duties and responsibilities should be listed and delegated.

13. The impact on environment is important and the event planner should make sure that the
methods of controlling impact of noise, air and water pollution should be a part of the
planning process.

14. Get sponsors to sponsor the events. They fund your event and enable you to do it (if
that’s your business model). Be very clear before the event what they will get as sponsors.
 15. Making security arrangements for premises, equipment fittings, cash and other valuables
is essential for an event as some people may start behaving inappropriately at the event and
cause a nuisance at the event site. Also,staff are required as venue managers and traffic
managers to keep things under control.

16. Logistics planning is important and focuses on setting up and changing sets. For example
athletic events are particularly challenging since there are several concurrent and consecutive
events requiring effective planning of logistics.

17. Enabling effective communication systems to effectively work out with event teams by
building relationships, simplify processes, analyze and allocate tasks, setting priorities and
problem solving techniques is warranted for successful events.

18. Wide range of activities can be planned to enhance the theme of the event. Often they
employ snake charmers, magicians, hypnotists, taboo designers etc. Entertainment groups
have an ocean of ideas that keep the audience engaged at the event.

19. Site Plan giving the event layout to help understanding of the event. Create a site map that
you can use as a base to mark out the position of all the intended attractions and facilities
including entrance and exit points, circulation routes, vehicle access, temporary structures
and the emergency plan. Also health and hygiene arrangements have to be made to keep the
site free of dust dirt and other infectious elements.Emergency procedures detailing
evacuation procedure, escape routes & fire exits, fire extinguishers, access for emergency
services.

20. And finally even after the event, settling claims with the client and vendors have to be
done before winding up.

When an event management company plans for the corporate event it’s very important that it
involves various teams at the time of planning an event to make it more effective. Building
better relationships and communicating with co-workers, other functional groups within the
company is essential in creating a positive working environment. The outcome of such an
effective involvement will help in creating successful corporate event planning.

Job Responsibility of Corporate Events Organizer

As an event organizer, he will be working closely with people, so he requires strong

communication and interpersonal skills. Events are often organized during evening and
weekend, so he must be flexible in his working schedules. Some other essential skills for
success in his profession include ability to work under pressure , perform multiple tasking,
confidently solve problem as they arise also becomes his responsibility.
An organizer works with a team by delegating the authorities to accomplish the objective of
event. Each and every activity involves various team or department (like planning, creativity,
coordinator, administrative, executive) to complete the work successfully, Job responsibility
of event organizer and the team members are
EVENT ORGANISERS RESPONSIBILITIES:
An event plays a huge role in any event but event is not a one show to accomplish
successfully. He involves other team and also delegates the responsibility for them. The roles
played by event organizer are explained below:

 Coordinate with corporate team and local vendors and plan and implement all events
efficiently and coordinate with customers to assist in sales of designated products.
 Assist consumers and provide knowledge on all products and maintain all tour
vehicles and required event materials.
 Ensure compliance to all tour calendars within required timeframe and coordinate
with creative strategist to design all client solutions and perform various activities
within required time frame.
 Administer all production process and monitor all projects from conceptualization to
implementation and manage all production budgets for various events.
 Assist to select appropriate vendor for all events and assist to hire and administer all
on site staff and production crew and prepare all client presentations prior to all
events.
 Perform research to select appropriate venue for events and identify appropriate target
audience for all processes.
 Prepare plans for all aspects of events and assist in implementation for same and
ensure compliance to all local and state safety regulations and prepare appropriate
budget for all events.
 Coordinate with clients and negotiate in all prices for events and assist to make
appropriate hiring for all staff and maintain record of all expenses.
 Collaborate with project team to implement all activities for events within required
time-frame and budgets and perform research on all event location and entertainment
facilities.
  Design various event proposals for all client briefings and coordinate with board
members to administer all events and determine all formats for same.
 Prepare all budgets and sponsorship activities for all events and assist to obtain all
required approvals for same and prepare all project plans.
 Assist to set up venue and assist to finalize all logistics for events and establish an
efficient sponsorship for all events and participate in all training programs for staff.
 Administer and determine and efficient marketing procedure for all events and assist
to select all participants and coordinate with all internal and external officials for
efficient implementation of all events.
 Maintain and manage registration booths for all events and identify all volunteers for
various events and inform press of same.
 Prepare and distribute all event maps and coordinate with vendors to prepare contracts
according to legal procedures and administer all activities.
 Prepare all special reports for all events and perform research on same and provide
them to all marketing team to promote the Event management company.

PLANNING TEAM RESPONSIBILITY:

The planning team has the following responsibilities:

 Analyze all requirements of target audience and develop effective business strategies
to obtain all business objectives and coordinate with event manager to analyze all data
and event calendar.
 Participate in all team meetings on weekly basis in coordination with regional
business groups and assist senior management to organize all events concepts and
design and supervise effective implementation of same.
 Plan and prepare activities for all special events for various corporate and administer
all client conferences and workshops and coordinate with sponsors to design an
effective plan to achieve all event objectives and goals.
 Coordinate with sponsors to select appropriate speakers for all events and perform
negotiation for all events and assist to make all arrangements for all conferences and
inform local press if required.
 Determine all entertainment activities for events and supervise effective preparation
of all invitations and prepare all budget proposals for all events.
 Perform audit on all supplier bills and administer all corporate ticket program and
allocate resources as required and perform research to select most appropriate site for
all projects.
 Manage all food and beverage required for all events and prepare all event contracts
and manage an inventory of all environmental materials in coordination with all
vendors and assist to prepare all cost reduction issues.
 Coordinate with key stakeholders to maintain optimal efficiency of all events and
develop all marketing materials required for events and prepare plans to maximize
revenue for all projects.
 EVENT ADMINISTRATIVE RESPONSIBILITIES
The administrative staff have the following roles and responsibilities:

 Oversee all HR issues and requirements for employees in their assigned areas.
 Administer all staff requirements such as transfers and increments.
 Monitor and submit invoices to all clients.
 Gather and maintain record of all time and invoices for administrative activities.
 Manage all travel arrangements for staff and assist to prepare all travel arrangements
as required.
 Ensure compliance to all HR policies for staff and coordination with all government
departments to ensure optimal level of all services.
 Prepare bank statements for staff and clients.
 Analyze and prepare reports for all administrative activities on monthly basis.
 Develop and maintain all corporation records and ensure compliance to all
administrative policies.
 Design all administrative policies and procedures and prepare required memos for
same.
 Schedule all meetings for staff and clients and maintain all arrangements for staff
when required.
 Coordinate with stockholder and director to prepare all records and resolve all issues
and assist to perform all transfer and documents all procedures.
 Provide support to all general office procedures and provide training to staff members
on appropriate use of all tools and technology.
 Provide fund for execution on event activity as per the budget.

EVENT SPECIALIST RESPONSIBILITIES

The roles of the specialist staff involve the following:

 Design an effective event table and implement same and maintain records of all client
audits and perform regular audit to maintain accuracy.
 Develop and maintain professional relationships with all store personnel to achieve all
client objectives and prepare expense reports according to company policies and
implement all event requirements.
 Prepare and manage communication for master calendar and ensure effective of all
services for customers and prepare all project lines and time-frame and assist to
evaluate all projects and ensure compliance to project standards.
 Manage and negotiate with vendors for all contracts and implement all events and
manage all communication with all attendees and prepare all reports for all event
sponsors and ensure compliance to all project time-frame and manage all vendor
relationships.
  Plan and implement all meetings and prepare events and administer all food and
beverage requirements and manage all vendor relationships and design all
advertisements for same and prepare strategies to achieve all program objectives.
 Monitor inventory of all event requirements and maintain availability of all resources
and manage all communication for project deliverable and ensure achievement of all
project objectives and evaluate all event procedures within required time-frame.
 Maintain effective relationships with vendors and maintain all invoice payments and
coordinate with board of trade to maintain effectiveness of all budgets and maintain
professional relationships with all members.
 Coordinate with Manager of events to prepare plans and logistics for annual dinner
and assist in all ticket sales and achieve all budget requirements for projects and
manage communication with departments to increase awareness of all events.
 Coordinate with all speakers and sponsors and prepare all speaking notes and provide
all logistical details and develop sales plans for all events.

EVENTS COORDINATOR RESPONSIBILITIES

 Maintain knowledge on all job requirements and assist to develop an efficient event
table and maintain implementation for same and prepare records of all client visits
and perform regular audit on same.
 Maintain professional relationships with store personnel to achieve all client
objectives and prepare all online requirements for various events and perform
research on all conference venues and assist to book all airline tickets and hotels if
required.
 Oversee work of all event volunteers and provide point of contact for all events and
maintain an effective resource database and maintain website for all conferences.
 Prepare an effective schedule for all facilities and services and maintain event
calendar on weekly and monthly basis and provide regular updates on same and assist
management to make required rental costs.
 Analyze and maintain appropriate staff for all events, prepare schedule and supervise
efficient working of all crews for events and provide all required information to staff
and faculty members and participate in all events and monitor all emergency
situations.
 Collaborate with university departments and organizations to prepare schedule for all
events and monitor all requests for all conference requirements and maintain all
facility and supervise security for same.
 Monitor an inventory of all facility equipment and compile all materials for all event
programs and distribute an efficient event calendar and assist conference manager to
administer everyday activities.
 Prepare budget for all events and ensure compliance to all time-frames and coordinate
with both internal and external stakeholders to meet all deadlines and implement all
new processes as per event operation requirements and streamline all processes.
 Perform regular check on all marketing materials and ensure accuracy in same and
compile all supplier invoices and assist to obtain approvals of all conference
managers.
  Documents all event forums and ensure compliance to all time-frame and coordinate
with all internal and external speakers and manage all pre-event communications and
obtain required approvals.
 Coordinate with all managers and recommend all improvements to various event
processes and maintain accurate records of all events and prepare all facility usage
reports.
 Assist various departments to facilitate set up of all events, prepare and distribute all
posters and provide required support to all members.
 Monitor all maintenance requests and provide administrative support to all events and
participate in all events.
 Maintain knowledge on all event facilities and provide update to calendar if required
and ensure effective response all facility usage requests.

EXECUTIVE RESPONSIBILITIES
This team plays huge role in event management team. This team converts plans into action.
Executive team involves many activities like transportation, administrative, logistics, safety
and security, staffing etc.
 Organize and arrange all management meetings for internal and external staff about
their responsibility.
 Arrange all equipment, stage, speakers, lights, and other logistics to execute the event.
 Provide administrative and secretarial support to all staff and clients and schedule all
activities to achieve the objectives.
 Analyze and make all required arrangements for business travel of clients. Arrange
proper place for parking.
 Execute all the activities as per schedule i.e. arranging for anchor, entertaining and
business programs mentioned by the client.
 Collect customer information in the entrance and maintain confidentiality of all
information and screen all mails and phone calls done by clients or customer.
 Assist internal and external staff in achieving their individual and event objective.
 Collecting feedback from customer to meet client or event management requirement.

ARRANGEMENTS:

Arrangements for events to be made are a crucial decision. Planning for event arrangements is
complex and crucial. Many requirements have to be made at the event site and the organizer
should ensure that the all the essential elements and services are arranged for. Essential
services could include power, water, fuel etc

It may require the installation of telephone lines for a small period of time. Provisioning for
electrical requirements such as extension cords, cordless mikes, three phased power and
power backup arrangements during power cuts is an absolute necessity.

Special arrangements have to be made at the entrance for extending hospitality to the incoming
people. It may range from tables chairs flowers stationary etc to be arranged for at the
entrance help desk.
Arrangements for security equipment such as fire extinguishers should also be arranged for .

Transport arrangements for picking up and dropping the guests of honor should be made.
Mementos, bouquets, refreshments etc should be arranged for the chief guests arriving for the
event. The Chief guests should be escorted to the main stage and back to their residence.

Cleaning staff to be engaged to keep the premises clean and tidy. Waste disposal
arrangements should be made.

Budgeting:

A budget is a financial plan. It is a projection (forecast) of cash inflows and outflows of an

organization or event. In the context of event management, the purpose of budgeting includes
the following aspects:

 Forecast of income and expenditure

 Cash flows forecasts
 Projection of the profitability
 Projection of Fund requirements
 Budgeting and provisioning for uncertainties and risks
 Performance budget, profitability budget and cost budget etc

Preparation of a budget for events is done based on the information obtained from market
research and based on previous year’s estimates. One should exercise precision while
preparing a budget as it is the key document based on which key personnel are identified and
key roles defined.

The basic elements to be defined in an event are as follows:

1. Venue costs: The venue costs is a considerable amount in the event budget , therefore
due consideration has to be given in estimating this figure. Breakages, housekeeping,
baggage handling, and related expenses should also be taken into account for
preparing a budget.
2. Refreshments and Food: This includes all food and beverage charges and the layout
budget. Often we notice salad decoration and other goodies put up for the guests.
Making arrangements for takeaways etc.
3. Transportation: Transport arrangements made for the guests and the Chief Guests
has to be accounted for .Airfare, train fare and taxi charges form a considerable
portion of the expenditure therefore provision has to be made to incorporate such
expenditure into the budget.
4. Stage and other decoration: Depending on the type of event, decoration has to be
done . The event organizer has to take a package for decoration which will include the
cost of flowers, the backdrop on stage, the entrance decoration and the decor of the
hall etc.such ascenterpieces.
5. Fees towards entertainers, Master of ceremonies etc.-. Common expenses in this
category include the A/V equipment, but it's also a good spot to list honorariums to
speakers or if you are hiring entertainers. At times magic shows, singers or dancers
form part of the main attention of the audience.
 6. Summarize printing charges. Several charges towards printing and stationery may
be incurred.. These include invitations, name badges, program booklets, posters, thank
you cards, event signage and banners.
7. Gifts and Prizes: It is always better to arrange for prized and gifts to be given away
at the event. It boosts the enthusiasm of the participants and creates a good
atmosphere around. The value of such prizes and gifts should also be included in the
budget.
8. Identify activities expenses. If your event includes activities such as golfing, tennis,
spa, rafting, biking, or other activities, you will want to note the cost of these fees
separately.
9. Contingency reserve: Despite adequate planning, there are possibilities that the
charges are going to exceed projected plans with expenses that you never consider.
This will keep you from going over budget every time.
10. Security Services- The services of security personnel are important. They act as
bouncers, body guards or crowd controllers patrolling or protecting the venue. They
install security equipment, and the local police provide some of the required security
services t most of the event locations.
11. Human Resources: A large number of staff is employed to help at the site. Budgets
should include the remuneration payable to the staff employed whether temporarily or
on a permanent basis.
12. Media costs: Media is a important tool for publicity and promotion. The estimated
costs for media services should be arrived at while preparing the budgets.
13. Logistics: Arranging for logistics is important. Sound systems, LCD’s, Keyboard,
chairs tables, curtains, Photography, light systems etc. need to be budgeted for.
14. Summarize projected expenses. As you build your event program, you will have a
good projection of the total expenses.
15. Summarize actual expenses. This happens after the event has concluded. Subtotal
the invoices into the above categories and document the actual budget.
16. Deviations: Understand the reasons of deviation of actual expense as compared to the
budgeted expenses and arrive at the causes of the deviation and adopt corrective
measures for corrective action in future.

Safety of Guests and Participants:

One of the main priorities, no matter what is the size of your event budget, is the safety and
security of guests .It’s important to have the appropriate security measures in place in order to
control crowds, protect high-profile attendees, protect guests and their belongings, and
protect the venue. The security measures put in place depend on the type of event you are
throwing, number of guests expected to attend, and type of guests attending. Although
paramount, security measures should always seem non-excessive to keep guests feeling
comfortable. Extra attention needs to be placed on security especially if your event has high
profile or celebrity guests attending, if your event is a rare and coveted occasion, or if your
event is controversial enough to attract media or angered individuals.

Such events therefore must be adequately managed to ensure the safety of participants and others.
It should be the utmost concern of the event organizer to provide a safe environment for the
crowd. The event organizers ensure and protect the event from unauthorized entry and
intervene to stop any disturbances. It is their duty to protect event participants and material
and intellectual property before, during and after the event, and to create a safe environment
using preventive measures and implementing safety measures.
We often hear of incidents such as fire or stampede during mega events. Security of the
people and the equipment is an important concern for the event organizers. Special squads
should be trained personnel that greet your guests, check their access clearance and are
hospitable to them.

1. Entry level Control- Certain events have intense inflow of crowds of people. Controlling
the crowd and making security checks before they enter the venue is a sensible option. Public
events should set up a pre-screening area in front of the event gates, with metal detectors and
trained professionals to clear out any potentially harmful items, or anti social beings. Gate
passes, identity proofs can be insisted upon for suspicious persons trying to walk in.
Confiscated items can be returned on departure. For a guest-listed event, require your invitees
to show a picture ID at the entrance in order to receive their event access badge. Not only
does this provide an attendance record, but it keeps out any uninvited party animalsor people
with the intent to do harm. For high-profile events, require they bring their invitation as well
as a photo ID as an additional security measure. Maintain special entrances and security
measures for high-profile clients who may be targets of threats, or who may be hounded by
large crowds due to their fame.

2. Medical – Medical emergencies may arise anytime. There should be a general

preparedness for any medical causality that may arise at the site. Event site should have a
doctor for medical emergencies with a first aid box and ambulance, ready to respond to a
medical emergency. Employ staff trained in first aid and CPR, able to perform tasks such as
checking of Blood Pressure, executing chest compression, using an automated external
defibrillator (AED), and controlling heavy bleeding. Normally sports events generally have a
higher degree of casualties. If medical arrangements are not made, the event organizer should
ensure that the affected person can quickly be taken to a hospital, if the need arises.

4. Fire – The event organizer should make arrangements for prevention of fire by fire-
proofing the event. Accommodating and fitting fire extinguishers, having a pre-planned exit
strategy, for help access is essential and crucial. Electrocution can cause serious trouble to
humans. Precaution against prevention of accidents should be made to safeguard the lives of
the staff as well as the visitors.

5. Alcohol and Beverages – Keeping a tract on alcohol consumption is essential as the

people sometimes tend to consume in excess and cause inconvenience by their atrocious
behavior. Additionally, have a plan in place for dealing with guests who over-drink and make
sure your bartenders are trained to stop serving guests with visible signs of heavy
intoxication. Have staff in place ready to escort belligerent and troublesome drunks off the
premises. The safety of the guest us at stake when alcohol is serves at events because it could
result in verbal abuse or unacceptable behavior and gestures.

6. Equipment Failure –Water parks Amusement parks and theme parks designed for
entertainment could cause serious setbacks. Equipment failure could prove dangerous and the
people at the site may pay a heavy price due to equipment failure. Similarly the light systems
music systems and bulbs, lamps, speakers, and microphones, should be procured with great
care so that the event is conducted smoothly.

7. Threat of mob attacks– Even though most actual attacks are not preceded by warnings,
when it comes to receiving stated threats, you should always still take them seriously. At
times protesters may protest against the event being hosted. Making adequate security
arrangements to protect the people from danger and attacks should be made.
 8. Natural disasters: Despite all planning, natural disasters can take a heavy toll on the lives
of the people present at the event site. Alternate arrangements should be made to protect the
audience at the very first sight of trouble.

Blueprint

The literal meaning of a blueprint is a paper — which is blue — with plans for a building printed
on it. You can also call other guides or plans blueprints. The way you do your homework
every night could provide a blueprint for your little sister’s study habits. A business plan is a
blueprint for a profitable business. Religions and philosophies provide the blueprint for many
people’s lives. A blueprint helps you figure out what to do.