Overview of Event Management

Have you ever wondered how did Common

wealth games ceremony came to life? Did you
join the millions of people across the world
who watched as Aishwarya Rai got married?
 Behind all of these and more, there people
who work tirelessly to create the best
experience possible for the guests, the stars,
the sponsors & stakeholders, and the
spectators.
 What Is Event Management?
•Event management is the co-ordination, running and planning of all the
people, teams and features that come together to create every kind of event.

• Event management is a process of organizing a professional and focused

event, for a particular target audience.

• It involves visualizing concepts, planning, budgeting, organizing and

executing events.

• And its got evaluated by blend of ideas, creativity, logistics, budgets,

permits, people, performers, publicity channels, the market etc.
What are events?
An event is a live multimedia package carried
out with a preconceived concept, customized
or modified to achieve the client objective of
reaching out and suitably influencing the
target audience. Events provide its specially
gathered TG a complete sensual experience
and an avenue for two-way interaction.
 Characteristics of
Events!
• Uniqueness
• Perishability of events
• Intangibility
• Rituals & ceremonies
• Ambience & Service
• Personal Contact &
information
• Labor Intensive
• Fixed timescale
 The Event Brief
• An event brief is a summary of information about the
event which is going to take place.
• It has dates, venue, type of event, Company Profile,
Detailed event information, clear budget and the
timeline.
• It can be used internally or externally.

• Writing an event brief is the first step in securing

your vendors and also the first introduction they will
have to your event.
Guess what?
 The Event Industry – History &
Scope
• Event Management the term refers to the use of
management science for the development of
festivals and events. At this particular time Event
management industry is one of the fastest growing
industries in the world.
• Exponential growth in events like talent-hunt
competitions, music concerts, fashion shows,
academic functions, exhibitions, trade fairs, religious
gatherings, etc
 The Event Industry – History & Scope
• It is a multi-crore industry with mega shows and events hosted regularly.
• The growth of sophisticated and mega companies have brought forth a
spurt of meetings, seminars, exhibitions, conferences, product launches
with everything being a matter of class & style.
• The industry now includes events of all sizes from the Olympics down to a
breakfast meeting of ten business people.
• Many Industries hold events to market themselves, build business
relationships, raise money or celebrate.
 The Event Industry – History & Scope
• Event Management in India, which was born somewhere in the mid 1980s,
has grown in to a highly professional and tech-savvy industry over the
years.
• In 2001 the industry managed over 1000 events including 22 international
events.
• But, this industry has grown enormously in. the last two decades. Indian
Event industry has seen growth every year.
• Today, there are a numbers of event management agencies hosting &
Organizing events on a regular basis.
 Event Management Company
Hierarchy
Event
Equipment Program Director
Venue Hospitality Promotion
Coordination Coordination Coordination Coordination Coordination
Dept Dept Dept Dept Dept
Sound Event Venue Promotion
Catering Head
Manager Coordinator Coordinator Coordinator

Transport Sponsorship Publicity

Event Planner Risk Manager
Manager Executive Manager

Computer Environmental Media

Drivers
Scorer Controller Expert

Cleaning Ceremony Booking Sales

Manager Manager Manager Executive
Cleaning
Program Set-Up Team Marketing
Team
Coordinator Manager Manager
Members
Volunteer Sales
Manager Expert
Voluntee
rs Marketing
Executive
 Tasks & Responsibilities
Event
Equipment Program Director
Venue Hospitality Promotion
Coordination Coordination Coordination Coordination Coordination
Dept Dept Dept Dept Dept
Sound Sponsor
Entries Venue Booking Media Liaison
Equipment Liaison

Equipment
Ceremonies Set-Up Team Catering Publicity
Maintenance

Risk Volunteer
Transport Publishing Advertising
Management Management

Tabulation of VIP & Dignitary Promotional

Signage
Results Management Events

Computer Environment
Media Kits
Scorers Control

Merchandising
Sales Team

Giveaways
Hierarchy: Down The Line
 Event Coordinator
 Event Planner
 Client Servicing Event
Manager
 Event Manager
 Event Assistant
 Event Crew: Importance & Scope
• To be identified & recruited
early
• Should be part of
the organizing committee
• Share in decision making
• Selected on basis of
knowledge / expertise
Client Perception
• Make things easier
• Get better deals
• Transparency
• What else?
 Code Of Ethics
In the event planning industry, business ethics are crossed
frequently — sometimes inadvertently and other times with
deliberate intent. Without a personal, professional and
company code of ethics, lines of acceptable behavior are easily
crossed.

Some Example of Code of ethics:

• Promote and encourage the highest level of ethics
• Strive for excellence (Industry standards)
• Protect the public against frauds and unfair practices
• Use legal and ethical means
 Code Of Ethics
• Be ethical and honest
• Develop trust & respect through actions & behavior
• Negotiate in good faith
• Respect policies and regulations
• Refrain from activities that will damage or discredit you and your
organization
• Don’t use your position for personal gain or benefit
• Pursue the highest standards of excellence & professionalism
 Code Of Ethics
• Excel through ethical, reliable and competent conduct
• Adhere to all safety standards
• Maintain appropriate insurance coverage
• Treat others with respect
• Transparent relationships with vendors & service providers
• No discrimination
• Timely communication & follow-up
 Code Of Ethics
• Maintain adequate and appropriate insurance coverage
• Maintain industry standard of safety and sanitation
• Provide truthful and accurate information
• Commit to increase professional growth and knowledge
• Cooperate with colleagues, suppliers, employees/employers
and all persons supervised
• Subscribe the principles of professional conduct
 Events As A Marketing Tool

• Event Management is an effective tool of

marketing
• Event management agencies help companies
to make a tangible connection to current and
potential clients.
• Events are medium of two way interaction
between the client and it TG.
 Events As A Marketing Tool

Right Live
Comm Interac Desire
unicati tion d
on to with Impact
TG TG
 Why Events?
1. Brand Building
– Creating awareness about the launch of nrew
product/brand
– Presentation of brand description to highlight
added features of product/ services
– Helping in rejuvenating brands during different
stages of product life cycle
• Focused approach during its maturity stage
• Brand loyalty
 Why Events?
– Associating the brand personality if clients with
personality of target market
• Citibank – for elite class. It organizes a sale for its credit
card holders. Merchandisers get associated with
Citibank which helps in premium image building for
merchandisers.
– Creating and maintaining brand identity
• Maggi
• Colgate
• Cadbury
• Nirma
 Why Events?
2. Image building
– Pepsi associated wit IPL
– Royal Enfield arranges races for customers of royal
Enfield

Marke
Brand Econo
ting Brand
Equity mic
Activit Image
Value`
y
 Why Events?
4. Implementation of Marketing plan

– Enabling authentic test marketing

– Enabling focused sales & communications to a
captive audience
• Ads in public events
– Increasing customer traffic in stores
– Enabling sales promotion
 Why Events?
3. Focussing the Target Market

– Helping in avoidance of a clutter

– Enabling Interactive mode of communication
• Buyers & sellers interaction Eg: Auto expo
– Helps in Relation building and PR
– Immediate sales
• Discount mela
– Generate Instant publicity
• Exhibitions
– Enabling market database assimilation,
 Marketing Mix and Events
• The marketing mix commonly is described
using the four P's:
– Product
– Price
– promotion and place.
• When creating an event, using these four
parameters helps in developing a promotional
activity that draws the right people and gets
your message across in the best way
 Marketing: BTL, ATL,TTL
Below the Line (BTL):
It is an advertising technique which uses less
conventional methods than the usual specific channels of
advertising to promote products, services, etc.
• Below the line advertising typically focuses on direct
means of communication activities such as direct mail,
public relations and sales promotions for which a fee is
agreed upon and charged up front.
• Below the line promotions provides efficiency and cost-
effectiveness
• BTL techniques ensures recall of the brand while at the
same time highlighting the features of the product.
 Marketing: BTL, ATL,TTL
Above the line (ATL)
Above the line is a type of advertising through media such
as TV, cinema,radio, print, banners and search engines.
• Above the line is much more effective, when the target
group is very large and difficult to define.
 Marketing: BTL, ATL,TTL
Through the line (TTL)
It refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to
another form of advertising thereby crossing the 'line'.
• An example would be a TV commercial that says 'come into the store to
sample XYZ product'. In this example, the TV commercial is a form of
'above the line' advertising and once in the store, the target customer is
presented with 'below the line' promotional material such as store
banners, competition entry forms etc.
 Marketing: BTL, ATL,TTL

ATL TTL BTL

• Direct & Email
• Radio / TV
Marketing
• Cinema • EVENTS
• PR
• Print Media • Web
• CRM
• Outdoor Marketing
• Road Shows
• Internet • Social Media
• Product
• Display Ads
Promos
 Ground Realities

Do it all!!
Do it
now!!

Looooooong Hours!!! Endlessss Lots of it!

Days!!!
 Future Trends
• Green Fests:
– Leaving smaller carbon footprints
– Waste management
– Going organic
• CSR Endeavors
• Societal Trends:
– Veganism
 Demand For Event Managers
• Swiftly growing demand for
qualified professionals
• Paucity of experienced
professionals in this field
• Gap filled by professionals
from other vocations Supply Demand

Film: Explore
Careers - Event
 Event Management Scope
Administrati
on
Design Marketing Operations Risk

Marketing
Financial Content Attendee Compliance
Plan
Management Management Management Management
Management
Entertainme Communicati
HR Materials Decision
nt on
Management Management Management
Management Management
Environment Infrastructur
Information Merchandise Emergency
al e
Management Management Management
Management Management
Health &
Procurement F&B Promotion Logistics
Safety
Management Management Management Management
Management
Stakeholder Production PR Participant Insurance
Management Management Management Management Management

Systems Program Sales Site Legal

Management Management Management Management Management

Time Theme Sponsorship Technical Security

Management Management Management Management Management
 How Much Will You Earn?
• Varies according to role and responsibility
• Depends on the organization, its clientele,
your experience and the location
• To start with, as a fresher, you can expect from
15,000+ per month
• You could opt to freelance, consult or start
your own company