evt mngt ch 1

MANU H NATESH MBA,M.Com. BMSEAC [email protected]

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Principles of Event management

UNIT – 1INTRODUCTION


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MEANING OF EVENT• An event can be described as a public assembly for the

purpose of celebration, education ,marketing, reunion, etc. It is a occasion which sometimes happens or sometimes needs to be done to organize the same.

• According to Getz, “ events are temporary occurrences, either planned or unplanned, with finite length of time.”


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Features of events• Uniqueness• Intangibility• Ambience and service• Labour-intensiveness• Perishability• Rituals and ceremony• Personal contact and interaction• Fixed time scale


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Scope of event• Commercial marketing and promotional • Exhibitions and fairs • festivals • fund raising and charitable • Government and civic• Business events• Entertainment, art and cultural • Sporting• Marketing• Meetings and conventions


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Purpose of organizing an event

• Brand building• Focusing the target market• Implementation of marketing plan


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Brand building• Creating awareness about new product• Presentation of brand description to

highlight the added features• Helping brands to survive in different

stages of product life cycle• Helping in communicating repositioning

of brand• Associating brands personality with

customers personality• Image building • Creating and building brand identity


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Focusing target market

• Identifying and focusing the target market• Helping in avoidance of clutter• Enabling interactive mode of communication


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Implementing of marketing plan• Enabling authentic test marketing• Enabling focused sales and

communication to capture audience

• Increasing customer traffic in stores• Enabling sales promotion• Help in relation building • Motivating sales team• Generate immediate sales• Generating instant publicity• Enabling market database

maintenance and updating


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EVENT MANAGEMENT• It is a process of organizing a professional and focused event for a

particular target audience. It involves visualizing concepts, planning, budgeting, organizing and executing of events such as :

fashion shows, concerts, seminars, exhibitions wedding celebration, theme parties, product launch, etc.


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Features of Event Management• Creative process• Object oriented• Planning and control• Deals with all types of event


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Process of event managementSelecting an event

Deciding the venue

Material management

delegation

communicating with media

event marketing

office management

Event day management


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Importance of event management• Develops the theme of event• Develops leadership qualities• Enhances corporate image• Ensures safety an d security• Smooth execution• Provides career opportunities• Develop team spirit• Encourages creativity• Financial management • saves time and money• Inflow of creative ideas


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PEOPLE INVOLVED IN EVENT MANAGEMENT

• Decision makers• Event manager• Technical Staff


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Key decision makers in managing an event• Event sponsor• Event boards• Partners• Event director

• ESTABLISING OF POLICIES AND PROCEDURES

• Cash handling• film policy • Food policy• Fund raising policy• Sound policy• Public safety• Transportation• Vendor management


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EVENT MANAGERQualities Of An

Event Manager• good communication• analytical, critical thinking and

problem solving• customer service orientation• ability to work under pressure• team work• facilitation and co-operation• good networking skills• flexibility


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ROLES AND RESPONSIBITITIES OF EVENT MANAGER

• selecting an event• choosing theme• goal setting • safety meetings and

inspection• sanitation and hygiene• preparing event record• ON THE EVENT DAY greet the guests, checking upon

people and activities collecting feedback


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Developing Record Keeping Systems

• Contact Sheet• Responsibility Chart • Action Sheets• Work Package• Checklists• Run Sheets


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TECHNICAL STAFF• Venue Managers• Stage Managers• Lighting• Audio Videos

Companies• Decorators And

Florists• Catering Companies• Entertainers• Front Office • Office Managers• Marketing And

Publicity Manager


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Steps involved in analysis of event

Establishing tangible objectives

Measuring performance

Correcting deviations


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Critical analysis points in eventsFROM THE EVENT ORGANISER’S POINT OF VIEW• Resource management• Match between client’s

event – target audience and the client’s brand image

• Logistics and efficiency• Lead generation• localization

FROM THE CLIENT’S POINT OF VIEW• Reach measurement• Interaction measurement (number of interactions, quality, duration)

• Quality measurement (net buying influence, total buying plan,

average audience)

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MANU H NATESHDEPARTMENT OF COMMERCE AND MANAGEMENTBMS Evening College of Arts and Commerce [email protected]
