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Special Events Management - Report

Special events encompass unique functions that bring people together for a specific purpose and require planning. They include civic events, festivals, expositions, sporting events, social life-cycle events, retail events, corporate events, religious events, and more. Orchestrating a special event takes planning, understanding the target market, operational knowledge, effective communication, working with volunteers, managing a budget, promotion, and logistics. The promotional mix model, including advertising, sales promotion, publicity, public relations, social media, and personal selling, is used to attract attendance and increase profitability. Understanding the target market, infrastructure, media, budget, and conducting post-event analysis are essential aspects of successful special event planning and management.

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215 views

Special Events Management - Report

Special events encompass unique functions that bring people together for a specific purpose and require planning. They include civic events, festivals, expositions, sporting events, social life-cycle events, retail events, corporate events, religious events, and more. Orchestrating a special event takes planning, understanding the target market, operational knowledge, effective communication, working with volunteers, managing a budget, promotion, and logistics. The promotional mix model, including advertising, sales promotion, publicity, public relations, social media, and personal selling, is used to attract attendance and increase profitability. Understanding the target market, infrastructure, media, budget, and conducting post-event analysis are essential aspects of successful special event planning and management.

Uploaded by

VincentAyson
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DEFINITION OF SPECIAL EVENTS

- Encompasses all functions that bring people


together for a unique purpose.
- Requires sort of planning on the part of the
organizers.

- Special events could be working with the


following:
community infrastructure
merchandising
promotion
and in some cases, dealing with the

Special events are imbedded in


Meetings, expositions, events and
conventions (MEEC)
Amusement parks
Parades
Fairs
Festivals
Public events

DEFINITION OF CIC GLOSSARY


Special events - one time event staged for
the purpose of celebration; unique activity.
Special Events Company - type of
company may contract to put on an entire
event or only part of one.

PURPOSE OF SPECIAL EVENTS


Fund raising
Establishing a city or community as a local,
regional, or national destination
Stimulate the local economy

Orchestrating a special event takes more


than ideas. It takes:
Planning
Understanding your target market
Having basic operational knowledge
Using effective communications
Working wit volunteers or volunteers of
organizations
Working within a bugdet
Propmoting the event
Creatingown logostics for breaking down
an event

IT ALL BEGINS WITH A RELATIONSHIP


The planner has the responsibility to the client
to do everything in his/her power to reach
the goals of the client, while working with
the given location, city, or facility

SPECIAL EVENTS INCLUDES:


CIVIC EVENTS
centennials
Founders day
MEGA EVENTS
Olympics
Americas Cup
Hands Across America
Worlds fairs
FESTIVALS AND FAIRS
market place of ancient

days
community event
Fair = not for profit
Festivals = for profit
EXPOSITIONS
where supplies meet
buyers
education
entertainment

CONT..
SPORTING EVENTS
Reunion
Superbowl
Bar Mitzvah (Bat Mitsvah)
world series
MEETINGS AND
Masters Golf Tournament CONVENTION
Political National
Belmont Stakes
Convention
SOCIAL LIFE-CYCLE
National Restaurant
EVENTS
Association in Chicago
Wedding
PCMA annual Conference
Anniversary
Birthday

CONT..
RETAIL EVENTS
Easter
Long-range Promotional Quanza
Events
CORPORATE EVENTS
Store Opening
Holiday Parties
New Product Rollout
Annual Dinner
X-box
Company Picnics
I-Tunes
Conference/Meetings
RELIGIOUS EVENTS
Papal Inauguration
The Hajj (Mecca)

PLANNING TOOLS FOR SPECIAL EVENTS


The vision statement should be clearly
identify the who, what, when, where, and
why of the event
Some of the tools that are used for staging
and event:
Flow Charts and Graphs for Scheduling
Clearly defines setup and breakdown
schedules
Policy statements developed to guide in the
decision-making process

UNDERSTANDING COMMUNITY INFRASTRUCTURE


These includes:
the CEO of the company
Politicians
Prominent Business leaders of the company
Civic and community group
the media
and other community leaders

Their roles are:

Sponsorship

Donations Staff

possible workplace for the coordination


of the event

MERCHANDISING AND PROMOTING


SPECIAL EVENTS
Merchandising and Promoting special events
is another tool for attracting attendance and
increasing the overall profitability for the
event.

THE PROMOTIONAL MIX MODEL

DISTINCTIVE ROLES OF THE PROMOTIONAL MIX


MODEL
ADVERTISING - defined as any paid form of
non-personal communication about the
event.
SALES PROMOTION is generally defined
as those marketing activities that provide
extra value or incentives to the sales force,
distributors, or the ultimate consumers with
the intention of stimulating the sales.

PUBLICITY ANT PUBLIC RELATIONS


Divided into two components. Publicity is
the component that is not directly paid for,
nor has an identified sponsor. Publicity is
considered a credible form of promotion, but
is not always under the control of the
organization or the host of the event.
SOCIAL MEDIA Has exploded as a
preferred strategy for promotional initiatives.

PUBLIC RELATIONS purpose is to


systematically plan and distribute
information to attempt to control or manage
the image and/or publicity of the event.
PERSONAL SELLING final element of the
promotional mix model, it is a form of
person-to-person communication in which a
seller attempts to assist and or persuade
prospective event attendees.

SPONSORSHIP FOR SPECIAL EVENTS


Helps to ensure profitable success for an
event. They are innovative way for event
organizers to help underwrite and defray
cost.
5 compelling reasons why company
sponsorship is important:
1. Economic changes (both upturns and
downturns)
2. Ability to target market segment
3. Ability to measure results
4. Fragmentation of the media
5. Growth of diverse population segment

WORKING WITH THE MEDIA FOR AN EVENT


Generating media coverage for a special
event is one of the most effective methods
for attracting attendance, ideally, an event
organizer wants to garner free television,
radio, and print coverage.

UNDERSTANDING THE TARGET MARKET FOR


YOUR SPECIAL EVENT
Understanding your target market is one of
the most important components in the over-all
success of the event. It is critical for the event
marketer and planner to know the participant
audience.

Age, gender, religion, ethnicity all must be


understood.

THE SPECIAL EVENT BUDGET

Rental costs
Security Costs
Production Costs
Labor Costs
Marketing Costs
Talent Costs

BREAKDOWN OF THE SPECIAL EVENT

Special events have one thing in common:


THEY ALL COME TO AN END!
Consider having the following sources add
information to the report:
Participants
Media and the Press
Staff and management
Vendors

The following should also be included in a


final report of the event:
1. Finalize the income and expense statement
2. Finalize all contracts of the event
3. Send the media a final press release on the
over-all success of the event.
4. Provide a written thank you for those
volunteers who were involved with the event
in any way.

FUTURE TRENDS
Less is the new more
Clients want to appear to be responsible in
their spending. Excessive overspending is
no longer the desirable trend.
stylish minimalism refers too the idea that
clients want style, flare, and innovation in
the overall event, but choose to uphold a
conservative budgetry perception.
Quality is paramount, at a cost that the
client sees as a value

Frivolous events are seen as wasteful;


events should have a purpose.
Many events are now targeted service or
charitable causes.
Clients are looking for an entire packagean experience.
Going-green environmentally, event
planners are urged to consider green
solutions.

Technology is the key in promotional effort


Every client has his/her own unique set of
needs and wants
Quality, cost, and relationship are three
components that must be in balance for
every special event.

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