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EVENT MANAGEMENT

Presented by,K.Nagaveni2nd year MHAJ.N.Medical collegeBelgaum

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Introduction

• Event management is the application

of project management to the creation and

development of festivals, events and

conferences.

• Event management involves studying the

intricacies of the brand, identifying the target

audience, devising the event concept,

planning the logistics and coordinating the

technical aspects before actually launching

the event.

• Post-event analysis and ensuring a return on

investment have become significant drivers

for the event industry.

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• The recent growth of festivals and events as an industry around the world

means that the management can no longer be ad hoc. Events and festivals, such

as the Asian Games, have a large impact on their communities and, in some

cases, the whole country.

K.Nagaveni

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• The industry now includes events of all sizes from

the Olympics down to a breakfast meeting for ten business people.

Many industries, charitable organizations, and interest groups will

hold events of some size in order to market themselves, build

business relationships, raise money or celebrate.

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Definitions of Event Management

• “Event management is the planning and management of an event, project or activity.”

 • “An event is something that happens, not just exists - somebody has

to make it happen. Successful events only come out through action, some individual or group of individuals getting things done."

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• 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. They

might target their audience by using the news media, hoping to

generate media coverage which will reach thousands or millions of

people. They can also invite their audience to their events and reach

them at the actual event.

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Types of events

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Corporate Events • Conferences• Corporate Celebrations

Glamour Events• Celebrity Appearance• Fashion Shows• Music Concerts and

entertainment shows

Brand Events• Promotion and management

of Brands

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Televised Events•Events specially created for

television channels Sports Events•Focused around a sporting

event Concept Events (Theme

Based Events)•Concept conceived by Event

Management Company

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•Hybrid Events•Mixture of two or more of the above •Others•Talent Banks•High Profile Weddings, Dance Parties

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Market Research in Event Planning

• Before organizing an event, find out whether there is a market

(i.e. audience) for your intended event or not.

For e.g. you want to organize a Indian cultural event in US. If

societal need is not met with event objective, then it is not a

good idea to organize such event there. The event will fail for

sure.

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Market Analysis

• If there is a market for your intended event, then do market analysis.

• Market Analysis means finding information about your target

audience. Find out who are your target audience i.e. their age group,

sex, qualification, profession, knowledge level, income, status,

likings, disliking, personality, customs, traditions, religion, lifestyle

etc.

• Knowing your target audience's customs, traditions and religion is

very important so that we don’t hurt there customs and religion

unknowingly through our event.

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Competitors' Analysis

• It means finding information about your competitors. Find out

who are your competitors .i.e. their age, sex, qualifications,

knowledge level, experience in organizing events, turnover,

market value, PR (media and corporate contacts) and market

share. Find out how they promote and execute there events

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The event report will contain things like

• - seating and light arrangements

• - promotional materials used

• - blueprint of the whole venue

• - program and food menu

• - contact details of sponsors, partners, clients (for whom the event is

organized)

• - Service providers like DJs, Anchors, Make up artist, Performers,

photographers, videographers, decorator, florist etc.

Find out as much information as possible about events organized by your

competitors.

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Events planning – with 5 W’s Concept

5 'W's

• Why,

• What,

• When,

• Where,

• Who principle to create an event plan.

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• Why 'Why' means, why you want to organize the event i.e.

event objective.

•What What do you want to get from the event?. Defining

event objectives at the very start of event planning is very important as it gives you the direction in which you should proceed to accomplish your objectives. Organizing an event without clear objectives is a huge waste of both time and resources.

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• Where

Where you are going to organize the event (i.e. venue)? Check

out the venue selection tips.

• Who

Who will be your organizers, sponsors, partners, clients and

target audience? How many target audience you are expecting

to visit the event and why? You must have very good reason to

this 'Why' as you will have to convince your prospective

organizers and sponsors that why particular number of people

will attend the event.

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Event Venue Selection

1) Target Audience/Guest Size

• This means the number of people you are expecting to attend

your event.

• Make sure that your venue can easily accommodate your

expected target audience.

• Your venue should not be too small or too large for your guests.

If too small, then your guests will feel discomfort. If it is too

large then you will unnecessarily end up paying more for the

venue.

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2) Target Audience Convenience

• Select venue according to target audience convenience.

• Your venue should not be very far from the place where

majority of your target audience live.

• Your venue should have proper lighting and ventilation. It

should not be in a noisy or polluted area.

• It should be absolutely neat and clean and free from any type

of infestation.

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3) Venue History

• Before hiring a venue check out the history of the venue. Find

out how many events have been organized in the venue so far.

• In this way you can find out whether or not venue and the

staff there is event friendly. This will help you immensely

when you later organize event there as you will have to do less

amount of work in making the venue suitable for the event.

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Venue History (conti…)

• If venue has noise ordinance problems in the past like

neighbors calling the cops to shut down the event, then it is

not a good idea to organize event there especially outdoor

event.

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Event Marketing

Steps involved in creating a promotional campaign for your event

Step 1: Setup advertising objectives.- You want to advertise to create awareness about your event.- You want to advertise to get sponsors and clients for your

events- You want to advertise to thank you your sponsors and clients

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Step 2: Decide your promotional Activities

How you are going to promote NGO, your organizers, your

sponsors, your clients and your partners, pre-event, at-event

and post-event. Before I go any further, let's get an idea of

what is media and what is media vehicle.

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• Media refers to various means of communications. Broadly

speaking there are five categories of media: Print, Electronic,

outdoor, Transit and Miscellaneous media.

• Print media includes: newspapers, magazines, press releases,

tickets, passes, invitations, banners, posters etc.

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• Media vehicle is a specific medium. For e.g. if 'Internet' is

media, then MySpace, Facebook, Twitter, Google, Yahoo etc.

are media vehicles.

• If 'TV' is a media, then specific TV program like 'Celebrity

Apprentice' is a media vehicle.

• Similarly if magazine is a media, then specific magazine say

‘WOMENSERA' is a media vehicle

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Print Media can be used for Promotion

1. Promote your event, sponsors and clients through newspapers

ads, magazines ads, trade journals, press releases, tickets,

passes, invitations, banners and posters.

2. Imprint you sponsor/client's company name and logo on your

staff's shirts and caps and on the pens, diary, gifts, and

exhibitors‘ manual and other promotional materials.

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Electronic Media can be used for Promotion

1. Promote your event, sponsors and clients through TV

and Radio Commercials

2. Provide free ad space on your company's website where

your sponsors and clients can promote their products and

services for particular period of time.

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Event Evaluation

Steps Involved in Writing the Evaluation of an Event

• Event evaluation is necessary to make you and your team more

efficient and effective, the next time you organize an event.

• It is all about finding your mistakes and learning from them.

• Event evaluation should be done immediately after the event is

over or the next day.

• Conduct a meeting with your team members to evaluate your

event.

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Get feedback from your clients and target audience.

• One good way of getting feedback is through feedback form.

• To make sure that your clients give you feedback, make the

feedback form part of your Exit pass form.

• The exit pass form is required to get exit pass for security

clearance, to remove exhibits from the facility.

• To get feedback from target audience/ guests, make feedback

form part of your gift voucher.

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Making event memorable

• Hire a photographer to take pictures of the whole group, of

couple, teams, families etc.

• Have a table gift per person e.g. a photo frame, chocolates, a

piece of company merchandise and so on.

• Inviting partner of the staff is always a popular choice, leading

to a memorable event.

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challengesThe problems can be broadly categorised into

following heads:

1. Operations : the biggest aspect which includes logistics,

resource management (physical and human resources)

2. Permissions / statutory Compliances : typically dependent

on an external agency

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• 3. Revenue management :

    A). Ticketing and attendee management : now there are platforms like

bookmyshow / explara etc for this

    B). Merchandize management

    C.) In-premise sales

    D). Sponsorships : internationally this is the biggest revenue source for events

where the impact can be passed towards reduction of ticket prices thereby

increasing the expanse of the event.

   E). Channel partnerships : media, content etc

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Event management in India

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• Event Management 15yrs ago, this phrase would have meant

nothing in the Indian corporate world.

• Today, it conjures up the image of celebrities packaged with

glamour and pomp in a gala event that is meticulously planned

and slickly turned out.

• Event management in India, which was born somewhere in mid

1980s, has grown in to a highly professional and tech-savvy

industry over the years.

• In 2001, the industry managed over 1,000 events, including 22

international events.

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Industry Overview

• The Event Industry is one of the fastest growing industries in

the country

• The Event Industry is expected to touch the $768 million mark

by 2013-14

• Event Industry in India is poised to grow by at least by 25%

annually and is estimated to reach $966 million by 2014-15

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Event Industry

• Management fees of a 17.65% the service charge that the

event companies earn

• The clients are charged an additional 12.36% service tax on

the total billing

• Pay scale in the industry is anywhere between 10,000 to

1,00,000 per month and beyond

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Market Segmentation

• Social Events

Wedding Planning (Wedding

Management) 

Birthday Parties

Anniversaries

Get Together

Social Gathering

Fund raising for Large

Clubs, Charitable Trusts etc

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• Educational Events

Education Fairs

College Events

Picnics & Holidays

Annual Sports

• Political events

Rallies

Party Meetings

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Corporate Events Meetings Seminars Conferences Training Programs Annual Picnics Award Functions

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• Entertainment Events Movie Promotions Celebrity Nights Music Video Release Award Nights Sports Fashion Shows Beauty Pageant Contest Stage Shows Dramas etc.

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• Exhibitions & Fairs Property Exhibitions Export Exhibitions Electronic Fairs Jobs Fair Finance & Banking Fairs etc.

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•Marketing & Promotions

Ad Campaigns

Product Launches

Road Shows

Promotion Activities

Shopping Festivals etc.

•Special Events (For special needs of clients.)

•Association Events

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3%

23%

14%

31%

26%

3%Segmentation of Events

Local AssociationCorporate/ MeetingsInternational Asso-ciationsSocialsNational Associ-ationsExhibitions/ Others

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EVENTS IN HEALTHCARE INDUSTRY

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Modern Healthcare's events like •CMEs /conferences, •Healthcare camps•Meetings •Exhibitions•seminars for healthcare executives and

managers.

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Seminar

•Arranging seminar on any particular topic in health in

the view of creating awareness regarding that

particular topic .

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Exhibitions

Conducting exhibitions for the promotion of any new machines, technology, method, drug etc.

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Organising a Free Medical Camp/CME

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• Organising a free medical camp is no easy task as it requires of

course fund and lots of planning. However, if done correctly, it will

be very helpful and an effective tool in increasing brand awareness

and business for any hospital.

• There has been a lot of debate on role of free camps and

continuing medical education programmes (CMEs) as

effective marketing tools for hospitals/ Nursing Homes. Its

proven that a camp or a CME is a useful marketing tool only if

its potential is tapped properly which again needs a

stratageically planned followup .

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Few tips to make your camp/CME a hit :

• Organise the camp/CME on a holiday or a weekend. This will

allow more patient flow .

• Take help of a local authority, or the local Club or some other

NGO to impart some credibility to the camp. Use their facility for

the camp. It is also a good idea to use the facility of a smaller

nursing home or a clinic for the event . 

• Make sure you carry a lot of medicine samples to be distributed

free to the patients .

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• Give a pre-camp press note to all the leading newspapers of

the area. Tell them you are arriving with something very

relevant and unique .

• Banners put at a decent height so as to be visible. Put these at

places like bus stand or a busy crossing .

 

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conclusion

• Event management is a glamorous and exciting profession

which demands a lot of hard work and dynamism. As the

name suggests, it means conceptualizing, planning, organizing

and finally executing an event. The event could be of any type

- musical show, concert, exhibition, product launching etc.

• This industry is just eight years old in India, but holds a lot of

promise for expansion. It offers enormous scope for ambitious

young people.

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• Event management is the planning and implementation of events,

large and small that meet the marketing goals of an organization.

Event management is an area that is growing rapidly, and is

expected to have a better growth rate in the next decade.

• Typical events organized by professional event managers include

product launches, parties, sponsored events, sporting events,

competitions, concerts and festivals, fundraisers, trade shows,

corporate open days, seminars and tour

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references

•www.pegasusevents.in•www.google.com

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THANK YOU......