INTRODCUCTION TO

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“Every human society celebrates
with ceremony and ritual its joys,
sorrows and triumphs,”
-Victor Turner, anthropologist

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 1.1 Definition of Events


An event is commonly understood as an
occurrence; something that happens.
Joe Gold blatt, defined special events
as “a unique moment in time celebrated
with ceremony and ritual to satisfy
specific needs.”
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 Definition cont.…
Donald Getz, presents his definition of
special events from two perspectives:
 “A special event is a one time or infrequently
occurring event outside normal programs or
activities of the sponsoring or organizing
body.” or
 “To the customer or guest ,a special event is
an opportunity for a leisure ,social or
cultural experience outside the normal
range of choices or beyond every day
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 Definition cont.…
Events have these common characteristics:
 Are unique occurrences that do not happen very
often
 Have a limited duration (happening within hours
or days at the most)
 Happen with a live audience in attendance
 Required one or more groups to plan and organize
 Are staged for a purpose
In sum, events are unique happenings that brings
people together for a purpose.
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 Event management

Goldblatt,2011) defines event management as:

(

A function requiring public assembly for the

purpose of celebration, education, marketing
and reunion; and
The process that includes research, design,
planning, coordinating and evaluation of
events.
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 Definition cont.…

With the purpose and the process of

management in mind, this rising field is
deemed as a science and an art.
it is a venue to incorporate principles in the
field of management and business with
social graces, protocol and the art of
creating
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unique experiences. Complied by Mwalimu Hachalu F, Gindeberet
 Cont.…

Jago and Shaw (1998) suggest six features of

special events. According to them, special
events should:
Attract tourists or tourism development ,
Be of limited duration ,
Be one-off or infrequent occurrence ,
Raise the awareness, image, or profile of a
region,
Offer a social experience ,
Be out of the ordinary
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 1.2 CLASSIFICATION OF EVENTS
There are different criteria for classification
of events.
The basic one classifies events as planned
and unplanned.
Planned events are the subject of study of
event management and they require setup,
management, executives and certain length of
time.
Unplanned events are accidents, natural
disasters
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and other similar.
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 cont.….
When considering the scale and impact of events,
they fall into four broad categories
Mega Events,
Hall mark events,
Major events and
local events.
The key factors typically recognized as determining
the perceived scale and impact of events are the level
of participation, audience/spectators, media
coverage; and the degree to which an event
generates significant international demand for each.
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 MEGA EVENTS:

largest and highest profile of all events

Require the most significant and
sophisticated infrastructure
development
typically the most expensive to host,
and given the competitive bidding
process for such events
typically take the longest time from
inception
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 Cont..

high levels of tourism, media coverage,

prestige, or economic impact for the host
community, venue or organization.
Huge size in terms of attendance, target
market, level of public financial involvement,
political effects, extent of television coverage,
construction of facilities, and impact on
economic and social fabric of the host
community
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 CHX

Characteristics of Mega Events

 So large it affects economies
 Gains global media coverage
 Usually developed with a bidding
process
 Major positive/negative impacts
 1 million+ visits
 Capital costs in excess of $500 million
 Considered must see

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 Example, football world cup, the Olympic Games
and World Expositions

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 HALLMARK EVENT

Has distinctive quality of the program

Identified with the spirit and soul of a host
community that they become synonymous with the
name of the place, and gain widespread
recognition and awareness.
Special importance and attractiveness both for
participants and visitors, they attract great
attention of the public, contribute to the image of
destination and maintain and revitalize the
tradition
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 MAJOR EVENTS

is a large-scale event, with strong public

interest and media coverage.
attract large numbers of visitors, and help
the organizers achieve good economic
results.
these events are often sports-oriented, with
an international reputation, and defined
structure of competition
Example: Ex. CAF
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 LOCAL EVENTS

Targeted mainly for local audiences and staged

primarily for their social, fun and entertainment value.
often produce a range of benefits, including
engendering pride in the community, strengthening a
feeling of belonging and creating a sense of place.
help with exposing people to new ideas and
experiences, encouraging participation in sports and
arts activities, and encouraging tolerance and diversity.
Various local events are celebrated in Ethiopia such as
chambalala, deraro, gifata, ashenda,agew hourse riding
festival ….etc

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 Agew hourse rising
festival

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Events can be also classified on the
basis of their size, type and context.
There are three main categories
which events go under. These events
are
Private,
Corporate and
Charity
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 PRIVATE

Private events are used for individuals

who can book venues such as
Wedding
Wedding receptions
Birthday parties
Festival gatherings

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 CORPORATE
Corporate events are used for a business to promote
their companies brand and products such as
Ensuring team building exercises
Business dinners
Conferences
Networking events
Seminars
Product launches
Meetings

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 CHARITY/FUNDRAISING
Are used for individuals to raise
money for a charity of their choice
by events such as
Society balls
Sports events
Charitable auctions

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 Reason of conducting an Event

There may be a number of reasons for conducting an event

such as:
 To inform and educate the community about a cause
 To obtain media coverage for an activity or
organization
 To raise funds
 To celebrate a community’s strength and
cohesiveness
 An awards or presentation ceremony
 To help business growth

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 1.3 BENEFITS OF EVENTS

The potential benefits of hosting major

events from the perspective of the visitor
economy include:
 Structural expansion of the visitor
economy
 Alignment of tourism with other
strategies Ex. Great Ethiopian Home Coming 2022
 Marketing and promotion
 Environmental
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Beyond all events are too
Important for the following
reasons
 The Power of Face-to-Face Interaction
 Knowledge Sharing and Learning Opportunities
 Networking Beyond Digital Boundaries
 Building a Sense of Community
 The Extended Impact on Brand Visibility and
Credibility
 Data-Driven Insights and Targeted Marketing
Opportunities

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 1.4 OBJECTIVES OF EVENT MANAGEMENT

Objectives should always be SMART.

 SPECIFIC to the particular event and particular
aspects of it
 MEASURABLE express the objectives in numbers and
quantities
 AGREED make sure all team members know the
objectives
 REALISTIC set objectives the organizing team can
realistically achieve
 TIMED set a timescale for achievement of the
objectives

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 1.5 ROLE OF CREATIVITY
Creativity is marked by the ability to create, bring
into existence, to invent into a new form, to produce
through imaginative skill, to make to bring into
existence something new.
Creativity is not ability to create out of nothing, but
the ability to generate new ideas by combining,
changing, or reapplying existing ideas
Creativity is also an attitude, the ability to accept
change and newness, willingness to play with ideas
and possibilities, a flexibility of outlook, the habit
of enjoying the good.
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 Cont..
Creative in event management helps companies by
opening up new opportunities for problem solving
and growth that more conventional methods would
not allow for.
New perspectives on problems from a creative
approach can lead to new and perhaps previously
unheard-of solutions.
There are many advantages to creativity among
managers in an event management company.
 Achieving growth
 Mentoring teams in the workplace
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 Five ‘Cs’ of Successful
Event Planning:
1. Conceptualization: It involves proper
mixing of the original ideas.
 The purpose of the event is clearly defined and
further related to theme and venue.
 For example, Adwa celebration under the theme “
Adwa the victory of Black Nation Africa”
 Making an event theme-based creates unity and
harmony among event participants.
 Also brings enthusiasm in the activities organized
for the event.

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2. Costing includes
Five ‘Cs’ estimating
of Successful the …cost of
Event Planning
production and margins on the event.
It is necessary to know the funds available, the
estimated expenses (budget) and the profit
margins as the event manager will have to pay
 for the goods bought (like for a birthday party, cake, food,
return gifts, venue decoration etc.)
 for the service hired for organizing the event (like, the
cook, cleaner, people to help in serving, assisting in
conducting the party as in making children play games,
etc.)

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3. Canvassing for clients and seeking sponsors,
customers or audience and networking.
 It is important to inform the target audience/guests
about the event so that they will spare time from their
busy schedule to participate in the event.
 For instance, for a birthday party, perhaps invitation
before a week is sufficient but a national conference
may have to be announced months in advance and
for international conferences one or two years in
advance.
 Besides, it is essential to contact the sponsors much
before that i.e., may be two or more years advance.

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 Five ‘Cs’ of Successful
Event Planning…
4. Customization is based on the customer’s
needs and marketing objectives. Each time
the same event is celebrated, it may have a
different objective.
For example, first birthday is celebrated to invite the
parents and children for fun, however the second
birth day of the same child may be celebrated by
organizing a highly interactive party, so probably
fewer adults and more children may be invited.
Hence the nature of both the parties will differ.

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 5C
5. Carrying-out the event or execution
of the event as planned.
An event may be celebrated in the
most special manner and so will have
greater impact.
If invitees participate in the event,
they enjoy the celebration. So,
conduct of the event (by making
everyone very special) is a very
important aspect.
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 1.6 EVENTS COMMITTE
The Events Commit created with the
purpose to
 Plan,
 Develop
 Administer community, recreational, and
cultural events within budgetary guidelines
approved annually by council
 Provide advice to Council on short term
issues and long term planning related to
these events.
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 Cont..

The Events Committee strives to stimulate

and encourage events that meet the needs of
the community and offer the best
opportunity to provide economic benefits
and potential to market prominent places.

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 Functions and Responsibilities of the Committee
Advise Council on recommendations for Council
Expenditure prior to the annual budget cycle;
Fund or co-fund any capital and maintenance
improvements, within agreed budgets and
delegations of staff
Develop and attract new events;
Seek partnerships to develop new events;
Provide advice when required regarding Council‘s
major events
Evaluate events at the completion
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 1.6.1 BIG EVENT COMMITTEE
STRUCTURE
A) Executive Director/ President
B) Treasure Revenue
C) Vice President Events
D) Marketing Director
E) Communication Sub Committee
F) Standards Sub Committee
G) Finance Sub Committee

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 A) Executive Director/ President
Reserve space for executive committee meetings
 Plan and run executive committee meetings
Oversee all procedures day of the event
Oversee executive committees
Liaison between client and stakeholder
Committee development – plan social activities for
the executive board
Work with partners on participant sign up and
assignments to worksites

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 B)Treasure Revenue

 Create and manage budget

Approve spending
Oversee all Expenses

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 C)Vice President Events
Set-up day of event
Reserve all facilities for the day of the event
Arranging all aspects
Back Stage Management
Work with local institutions and Police
Registration and other formalities on behalf of
the Organization
 Form committee of visit each site
Team Management Coordination

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 Cont.…
Work on Team Manager Trainings
Worth with Parking Coordinator
 Create a parking plan
 Create a parking plan for rain plan
 Create and manage a team of volunteers for
parking
Work with Ceremony Coordinator
Solidify entertainment, including arranging sound
and audio visual
Manage entire event
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 D)Marketing Director
Develop and maintain website
 Make sure guidelines are followed for advertising
Work with Communication and marketing
personnel
Develop videos to promote the Big Event
Develop and execute marketing materials for
Recruitment
Decides the official spokesperson for the Big
Event.

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 E)Communication Sub
Committee
Develop all promotional marketing items ,Make and hang
banners on campus
Design t-shirt for committee and volunteers (work shirt
and nice shirt)
Update Logo
Communication other Sub Committee
Manage all social media accounts (Instagram, Twitter,
 Book showings for morning news programs
 Contact radio stations
 Photographer/videographer day of the event
 Organize the group picture during opening event of Host media on the
day of the Big Event
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 F)Standards Sub Committee

Contact organizations in about participating

Work with Marketing Director
Present for Organization Expo at orientation
 Create and implement an Action Plan for
Recruitment, including: Coordinate interest
meetings ,Plan and implement recruitment
events

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 G)Finance Sub Committee

 Manage the monetary donations

Write thank you notes to key players in the
day and to any donors
 Gather any donations
Communicate with Finance Director
 Govern sponsorship letters and make sure
we deliver on what is on the letter to sponsors

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 1.7 FUNCTIONS OF EVENT
MANAGEMENT

Planning
Organizing
Staffing
Leading and Coordination
Controlling

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 1.8 Event in marketing

Event marketing is a type of marketing that implies

promoting a brand, product or service by holding,
participating in, or attending events.
Event marketing helps build more profound
relationships with customers and educate them about
your product.
Events are an excellent opportunity to boost
customer loyalty.
People visit conferences or seminars not only to
make contacts and absorb new knowledge but also to
get away from their routines and have good time.
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 Cont.
…..
Such positive experiences create a strong
emotional connection with a brand.
thus holding events may be a good strategy for
relationship marketing.
An event is a live multimedia package with a
preconceived concept, customized or modified to
achieve the client’s 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
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 Cont.

In fact, ideally, event marketing involves

simultaneous canvassing and studying the brand
prints; understanding what the brand stands for,
it’s positioning and values, identifying the target
audience and liaison with the creative
conceptualizes to create an event for a perfect
mesh with the brand’s personality.
If one knows how to organize an event he should
also know how to market it.

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 Cont.
If there is something very peculiar or special about
the event then that main point has to be
highlighted.
A product launch for example requires a sales
promotion campaign either before or after the
launch.
In that case the product is advertised through
banners and media and even door to door
canvassing.
Effort is taken to ensure that people sit up and
take notice of the event.
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 Cont.
Sometimes it could be an event like an award
ceremony, which is to be shown on television
and different companies make a beeline for
sponsoring their respective products in the
due course of the programme.
This is the way publicity and promotions
work.

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 Right Marketing Mix for
Event
The five Ps of marketing: product, place, people,
price and promotion play an essential role in Event
Marketing.
To successfully use Event Marketing the marketer
must understand how Event Marketing fits together
with the other parts of the marketing strategy.
Kotler describes the organization’s marketing mix
as controllable variables that are mixed so that the
organization gets the response that they are asking
for from the target market.
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 Cont.

Event Marketing fits under promotion in the

marketing mix.
Other marketing tools that goes under this section
are advertising, sales promotion, personal sales,
direct sales, public relations, and sponsoring.
Event Marketing is not a substitute for any of the
other components it is a complement.
It takes an imaginative mix of all the
communication tools available to extend the impact
of the event.

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 Cont.
If an organization uses Event Marketing, they
still need to use the other parts of the promotion
mix before, during, and after the event.
An example of this could be how a car producer
can have advertisements to inform about a new
car launch, and then use events to get people to
test drive the new car, and then follow up with
direct marketing with a discount coupon.
One of the main advantages with Event
Marketing compared to the other channels is that
the objective can both be direct sales, and image
building,
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 Complied by Mwalimu Hachalu F, Gindeberet
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