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Event Management
UNIT-1 & 2
Event Management
Event:
An event can be described as a public assembly for the
purpose of celebration, education, marketing or
reunion. Events can be classified on the basis of their
size, type and context.
Event Management:
Event Management is the process of analyzing,
planning, marketing, producing and evaluating an
event.
Event Characteristics
Unique occurrence that do not happen very often
Have a limited duration
Happen with a live audience in attendance
Require one or more groups to plan and organize
Staged for a purpose
Types of Event
According to purpose:
Celebrate- Life cycle events, religious rituals,
commemorative ceremony, socio-economic events
Commune- reunion
Convene- meetings, conference, conventions
Types of Event
According to the number of participants
Few
Many
Multitude
According to frequency
Monthly
Quarterly
Semestral
Annual
According to magnitude of impact
Festival
Hallmark
Cs of Event
1. Conceptualization (the main idea of an event).
2. Customization (Giving your idea a tailor making and
evaluate it according to client's need
3. Canvassing (giving your customized idea a
shape/design 2d & 3d)
4. Costing (how much is it gonna cost/ budgeting)
5. Carry out (final execution of event on the ground)
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Event as Marketing Tool
Event management is considered 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.
A number of elements such as music, live entertainment
or even the particular venue that may be used to
influence the tone and atmosphere of an event.
Advantages of events
Very effective way to deliver your messages to your target
group (and exclusively to them).
Thorough introduction of new products including
workshops, demonstrations etc. possible
Face to face meetings are more personal and a way to
learn about the customers needs
Public Relations: opportunity to invite local press and obtain
positive PR
Increasing sales: a well informed client will be motivated to
buy your new products.
Disadvantages of events
It can be quite costly depending on the advertising
medium you use.
It asks for more responsibility and more stress.
Higher expectation of you in the job like more hrs
possibly.
Event Manager
The event manager is the person who plans and
executes the event. Event managers and their teams
are often behind-the-scenes running the event. Event
managers may also be involved in more than just
the planning and execution of the event, but also
brand building, marketing and communication
strategy.
Qualities of event manager
Negotiating Skills.
Creative Skills.
Convincing Skills.
Coordinating Skills.
Planning Skills.
Executing and Implementing Skills.
Event Infrastructure,
Target Audience,
Clients,
Event Organizers,
Venue,
The Media.
Elements of Events
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Event Infrastructure
As the name indicates, event infrastructure includes
those essential elements without which there cannot
be any event.
These essential elements are
core concept,
core people,
core talent, and
core structure.
The nature of this infrastructure varies with the event
categories and variations in events.
Target Audience
Target audience is the customer groups who form
the focus of events.
The actual event design varies with the
demographic profile of the target audience as well
as the number of targeted audience.
Clients
Clients are the people or organizations who act as
sponsors at any event.
They provide funds that either fully or partially
subsidies an event to make it affordable for the target
audience.
Main sponsors
Gift sponsors
Media partners
Beverages partners etc.
Event Organizers
Clients are the people or organizations who are
responsible for arranging each and every element
of the event.
Event organizers can be a either organization or a
group of people.
Venue
In House Venue
External Venue
Venue helps in driven customer traffic.
Venue should be feasible according to the event
concept.
The Media
Way to promotion and marketing.
Pre Event
During Event
Post Event
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Segmentation and Targeting of the
Market Events
Identifying the target of an event is of utmost
importance for a successful and smooth event. Having
clear targets helps in choosing correct strategy,
promotion, price and place.
In order to select our target we firstly need to segment
our market. Segmentation is one of the least
understood marketing techniques.
Segmentation and Targeting of the
Market Events
A market could be segmented on the basis of
Geographic nations, states, regions, cities
Demographic age (glare, taste, touch), gender, family
size, family life cycle, income, occupation, religion, race,
nationality
Psychographic social class, lifestyle, socio-economic,
values - AIO or personality characteristics
Behavioral occasions (Valentines Day), types of
benefits sought, user status (new, regular, ex/non), usage
rate, loyalty status, attitude & readiness stage
Segmentation and Targeting of the
Market Events
Next step is to choose one (or more) segment and to
position in it. Segments must be
Measurable,
Reachable,
Profitable,
Accessible.
Event Management
UNIT- 3&4
Positioning in events
To establish and communicate the event, organizers
products (event) key benefits to the market is known as
positioning.
After the segmentation and targeting of the event market,
each target segment then needs to be studied for possible
positioning ideas. These are then selected, developed and
communicated.
Event Property
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Event Property