Event Planning and Execution Roger Wang

President, Marketing Institute of SingaporeManaging Director, Essential Werkz Pte Ltd

Roger Wang---袁伟成• Managing Director, Essential Werkz Pte Ltd• 26 years of Industrial Experience; 15 of which in

Marketing and Events• Marketing Experience includes

– Development of marketing strategies– Market research– Creating Break-Through Ideas– New product development– Branding– Media Plans– Marketing Planning

Member of SACEOS

• Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS)

• Honorary Treasurer in year 2013• Currently an EXCO member

What to do if the client……

• is looking at an innovative way to showcase a product

• wants to push the traditional boundaries of events

• wants to generate a lot of hype and eyeball

Who are we?• Established for the last 16 years• One-stop provider or turn-key Marketing Solutions

including BTL, Digital and Traditional Marketing• Constantly on the lookout for new and innovative

ways to enhance consumer experience• Official event management and support service

company for M1 Limited (Telecommunications Operator) and servicing 70% of the banking institutions on various marketing initiatives in Singapore

5

Logistical Support

Events Conceptualizing & Management

Fabrication

Marketing Consultancy I.T. Solutions

Digital Signage / Touchscreen

Who are we?

Our Clients

Our Clients

Sharing Session

Coke Valentine https://www.youtube.com/watch?v=RjMhZFhD0tI

Bringing India and Pakistanhttps://www.youtube.com/watch?v=ts_4vOUDImE

Korean Manhttp://newsinfo.inquirer.net/645666/report-south-korean-manager-commits-suicide-to-apologize-for-concert-tragedy

Shanghai Stampedehttp://www.bbc.com/news/world-asia-china-30646918

CONTENT FOR THE DAY

What will be covered?

Content

• The Event Brief• Factors influencing the proposal• The Look and Feel• Planning the Event• Marketing the Event• Running the Event• Post Event

About The Event Brief

• Key Objectives / Performance Indicators• Source of Information• List of Requirements / Specifications• Details of the Event

THE EVENT BRIEFWhat does it contain and how can it help?

If you are providing the brief

• Provide as much information as possible– May change throughout the course

• Clear and concise requirements• Main Objective• List of Specifications and Requirements

If you are receiving the brief

• Understand the brief as much as possible• Ask questions• Look for hidden points• Any existing campaigns/ideas/concepts?• Any similar past events?

After receiving the brief

• Analyze the brief• Conceptualize and brainstorm• Drive home the key message using the

event

Deepavali Roadshow 2015

Case Study

The Event Brief

• Objective: Deepavali Celebration• Location: Soon Lee Recreation Centre

Woodland Recreation Centre

• Type of Event: Celebration Party

The Analysis

• Deepavali Celebration for the Migrant Worker

• Entertained in some point of their lives

Factors influencing the proposalWhat to propose?

Theming your event

• Drives home key message• Creates consistency for the event• Higher recall factor for participants

M1 DEALER NIGHT 2014/ LG OPTIMUS BLACK & OPTIMUS 2X LAUNCH

Case Study

M1 Dealers’ Nite 2014

The Brief:

• Objective: To create a Dinner and Dance to appreciate the dealers of M1 for their continuous support

• Create a theme for the event

LG Optimus Black and Optimus 2X Launch

The Brief:

• Objective: To create a launch event for 2 new mobile phones from LG

• Create a theme to link the entire event for the media

Characteristics of your Audience• Key factor in certain decisions• Types of Audience

– General Public– Targeted Group– Special Interest Groups– Closed Door Groups

• Determine activities, venue, programme, etc.

Venue Choices

• Purpose of Event• Target Audience• Accessibility• Functionality / Layout• Cost

SONY ERICSSON XPERIENCE XPERIA XCLUSIVELY MEDIA EVENT

Case Study

Sony Ericsson Xperia Launch

The Brief:

• Objective: To launch the Sony Ericsson Xperia Arc, Neo and Play to the Media

• Target Audience: Media Personnel• Key Activity: To highlight the Unique

Selling Points through a memorable and engaging event

The Analysis

• Needed different areas to showcase different phones

• Ample parking spaces for media• Location that is able to offer finger foods /

snacks and drinks

What We Did• SOHO Apartment

– Created a treasure hunt game– Highlighted the slimness of the Xperia Arc

• Disco– Created a photography competition– Highlighted the low light photo taking ability of the

Xperia Neo• Gaming Area

– Created a One-on-One Gaming Area– Allowed guests to experience the Xperia Play

Venue Proposed

• House @ Dempsey• Easily identified by media• Different rooms available to exclusively

highlight USPs of each phone

Visuals and Artist Impressions

• Ensure look and feel is– Suitable for Event– Aligned to Corporate Identity

• Space and resource planning

THE LOOK AND FEELThe Visuals and Activities of the Event

SONY XPERIA GO & ACRO S LAUNCH

Case Study

The Brief

• To run a series of activities or events to increase visibility and awareness of Sony Xperia brand

• To create awareness on our new Xperia water resistant phone

• To encourage public to experience our new Xperia water-resistant phones

Event Activities

M1 @ PC SHOW 2015

Case Study

The Event

The TimelineDate Description Person(s) Involved4/6/2015 – 7/6/2015

Event Date All

2/6/2015 – 3/6/2015

Setup Period Essential Werkz Pte Ltd

23/5/2015 – 24/5/2015

Checking of Prints Essential Werkz Pte Ltd

11/5/2012 Confirmation of Colour Proof All

15/5/2012 Submission of Final Artwork M1

8/5/2012 Submission of Blueprints Essential Werlz Pte Ltd

6/5/2012 Submission of all orders to Organizers

Essential Werkz Pte Ltd

2/5/2012 Finalization of layout plan M1

15/4/2012 Submission of show requirements M1

2/4/2012 Project Meeting All

The Gantt Chart

Division of Tasks

• Enables clear definition of tasks• Each team member has a role• Utilizes on strength or job scope of

individual

The Event

NESTLE DOLCE GUSTO ROADSHOW

Case Study

The Brief:

• Objective: To launch the LG Secret phone to industry partners

• Audience: Industry Partners from the Telecommunications Industry

LG Secret Launch Event

Activities / Performances / Ideas

• Emphasize the theme of the event• Involve the Audience

– Higher recall factor

LG SECRET LAUNCH

Case Study

What We Did

• Centered around Secret Agents• Planted actors with real guns amongst

Audience• Actors pretend to hold hostage of guests

and host to hijack the phone• Director of LG Singapore rescues the day

by killing the bad guys

PLANNING AND EXECUTIONTools to plan and execute an event

Timeline

• Critical to the execution of Event• Detailed milestones and deadlines• Enables contingency and reaction time

during the run up• Client and Vendors understand

requirements and responsibilities in detail• Work backwards from event date

SINGAPORE OPEN INVITATIONAL KARATE COMPETITION AND DINNER

Case Study

The Brief:

• Objective: Manage the International Karate Competition and Dinner

• Scope includes:– Management of VIP– Timekeeping for Competition– Management of Officials, Participants and

Staff– Management of Dinner and Dance

Singapore Open Invitational Karate Competition and Dinner

Task ListNo. Item Person In Charge

Pre-Event

1 Logistical Arrangements Logistics Supervisor

2 Timeline Event Executive

3 Sourcing of Performers / Emcee Event Executive

4 Liaison with Organizing Committee / Hotel Event Manager

Event Day

5 Management of Sound Technician Event Executive

6 Time Keeper Project Coordinator

7 Performers / Emcee Liaison Event Executive

8 Overall Management of Event Event Manager

Contingency Plans

• Ensures smooth running of event regardless of– Act of God– Last Minute Changes– Cancellations– Unforeseen Changes to Environment

• Murphy’s Law: What will go wrong will definitely go wrong

SONY ERICSSON VIVIAZ ACTIVATION

Case Study

Programme Timeline

• Ensures event runs on time• Ensures that performers/speakers arrive

on time• Smooth execution of the event

Contingency Plans

• Rain– Take Shelter– Execute Activation at Sheltered Areas

• Battery life– Keep spare batteries and charger in a parked

vehicle near location• Prevention by authorities

– Alternative locations identified

WONDERGIRLS / WONG LEE HOM SHOWCASE

Case Study

Wondergirls Appearances

The Brief:

• Objective: To schedule appearances of Wondergirls at SingTel ComCentre, M1 Paragon, Starhub Plaza Singapura and Iluma Bugis over a 4 hour period

• Requirements:– Transportation– Crowd Control– Artist Management

Lee Hom Appearance

The Brief:

• Objective: To schedule a 1 day stop over appearance at Clarke Quay, Novena Square and Golden Village Vivocity for movie promotion

• Requirements:– Transportation– Crowd Control– Artist Management

Why is Timeline Important

• Showcase at various locations within a day– Allows control of the event– Provides contingency plans– Standby for arrival and departure– Crowd Control measure

• Ensures appearances are on time– Media Coverage– Fans Appearance

MARKETING THE EVENTSWhy is it important to market your own event?

Importance of Marketing your Event

• Lets people know about your event• Ability to leave an impression• Attract crowd; increase chances of

reaching key target objective

Ways to Market Events

• Social Media– Tie in activities with social media

• Traditional Media– Public Relations, Electronic Mailers,

Advertisements• Smartphone / Tablet Applications

Other Media

• Radio Interview on Capital 95.8FM• Articles on Today, Sin Ming Daily News,

MyPaper• Online Articles on Today Online, Channel

News Asia Online, Cnet Asia, Associated Press, Yahoo News, etc.

Effects of Public Relations

• Non-solicited coverage of phones around the region

• Increased enquiries of phones during CommunicAsia 2012 with enquiries ranging from distributorship to sales

Smartphone / Tablet Apps

• Singapore MICE Forum 2012• App allows participants to interact with

each other• Interaction can carry on after event to

allow networking

SMF2012 App

Effects of App

• Participants able to interact with each other during and after the forum

• Reduces barrier of networking• Added incentive for event as participants

are able to network with a wider group of people

Running the Event

• Always be on your toes• Anticipate problems before they arise• Give solutions, not problems• Flexibility is key• Remember, The Show Must Go On!

RUNNING THE EVENTManaging and Executing

The Brief

• Objective: To plan a launch event for the iPhone 5

• Requirements– Launch Countdown– Crowd Control– Goodie Bags

M1 IPHONE 5 LAUNCH

Case Study

M1 NATIONWIDE 4G LAUNCH

Case Study

The Brief:• Objective: To plan a launch event for M1’s

Nationwide 4G Network• Requirements

– 2 “Mini Launches” and 1 “Main Launch”– To showcase to the public the potential of 4G

• Faster Streaming of Movies and Music on Mobile Devices

– Create hype and awareness of the event

M1 Nationwide 4g Launch

What We Did

• Created an event whereby movie characters and a well-known band “emerges” from a “tablet”

• To showcase the faster streaming of movies and music using the 4G network

• Movie characters to walk down Orchard Road to draw hype and eyeball with talents with balloons to flood the place with orange

POST EVENTPost Event Review

Problems and Issues

• Each Event = New and Unique Problems and Issues

• Anticipate Potential Problems and Issues• Mission Focused: The Event needs to be

completed

A*STAR FAMILY DAY

Case Study

Problems and Issues Faced

• Limited setup and recovery time– 2 hours for setup; 1 hour for recovery

• Limited time for execution of event– Had to be done before Universal Studios

Opens to public• Higher than expected turn out / Venue did

not restrict entry– Created bottle neck at redemption

Resolution

• Increased manpower to cope with limited time

• Stopped Redemption before event– Created new redemption area away from

venue• Assistance from venue for crowd control

Evaluation of the Event

• Objective Achieved?• Different forms of measures

– Sales– Brand Awareness– Recall Factor

• What tools to measure?– Especially for intangible returns

GARENA CARNIVAL 2014

SINGAPORE TURF CLUB – TURF BELLE

MIS DINNER AND DANCE 2014

THANK YOU

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This proposal and all its contents are strictly private and confidential. All information and views expressed are property of Essential Werkz Pte Ltd. No part of this proposal may be replicated or disclosed without the prior agreement of Essential Werkz Pte Ltd.

Roger Wang +65 9858 1232(HP) roger@essentialwerkz.com

31 BUKIT BATOK CRESCENT #01-08 THE SPLENDOUR SINGAPORE 658070TEL: +65 6289 8852 FAX: +65 6289 5546

http://www.essentialwerkz.com

Wei Seng, Roger Wang

http://www.facebook.com/essentialwerkz http://www.youtube.com/essentialwerkz