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Presented by Joey Phuah
Event
Types of Events
Types of Events
Corporate Events
                                                       Golf E vents
     C onferences          Networking...
Private Events
                                  Wedding C eremonies

Wedding
Dinners

                     Wedding
      ...
What
    is
  Event
Management?
Event
Management
The Aim of Event
  Management
Who leads the event?

  Advisor

  Chairman

  Event Manager
Event Organization
      Chart
Event Manager


  A person who
plans and executes
     the event
The Role of Event
           Manager
Devising the Event Concept
                          Identifying the target audience
...
Event Manager

Event managers and
their teams are often
 behind-the-scenes
 running the event.
Event Planning
    Process
Initiation
             Feasibility study – select an event
                                        Objective

   Conce...
Event Planning
    Process
Planning
Planning
Event Planning
    Process
Implementation

    Schedules

    Checklists

    People Management
Event Planning
    Process
Control &
        Monitoring
   Setting benchmarks/ standards

                 Tools
Event Planning
    Process
Shutdown


                      Key Task
   Integration of shutdown into key event tasks
Creating the Event
     Concept
Pre-event
 1. Proposal
 2. Budget
 3. Venue/ Site Selection and Design
 4. Production Schedule
 5. Speaker & Supplier Chec...
Event Day
Post Event

   Evaluation

            Shutdown and Reporting
   Indentify Expenditure
                                 2. Food & Beverage
   Indentify Income              3. Administ...
Guidelines for Selection

3.Availability
4.Size of the event
5.Layout and suitability
6.Stage, field of play or performanc...
Conduct a Site Inspection
Develop a checklist for Site Inspection:

5.Compatibility with event theme
6.Seating arrangement...
Layout Diagram
Prepare a Layout diagram on:

5.Stage
6.Seating and table arrangement
7.Registration area
8.Equipment posit...
What is to happen
When will it happen
Where will it happen
Who is responsible


Gantt Charts/ Production Schedule


      ...
Event review meetings
- to check progress against the schedule

Status reports
– to check progress against schedule

Check...
Speaker Checklist
2.Send invitation
3.Get writing confirmation
4.Biodata and photograph
5.Slide presentation
6.Accommodati...
Supplier Checklist
2.List of suppliers
3.List of requirements from every supplier
4.List of their roles and date to set up...
Why should companies sponsor?
•Gain access to target markets for promotional messages
•Generate consumer awareness – used ...
Before seeking sponsorship, we
should decide whether:

3.Your stakeholders (members, participants) are likely to approve
o...
Sponsorship Proposal
3.Overview of the event including mission/ goals, history,
location, current and past sponsors, progr...
Identifying Sponsors


6.Who has sponsored the event recently?

8.Research the sponsors of similar competitor events – who...
Selling Sponsorships
3.Identify the decision maker in the company that you are
approaching
4.Try to obtain a personal inte...
Managing the relationship


6.Make sure that you keep in regular contact with your
sponsor – manage the relationship

8.Di...
Check and compare
    the menu



  Food Tasting




Confirm the menu
Prepare the Guest List




   Send Invitation




Confirm the attendance

             See Appendix 7 _ Sample of Guest Ch...
   Is a way of helping you to identify and resolve
    the risks that could result in accidents, injury
    or damage.
Risk Management
                        Process




                   Analyse & Evaluate
  Identify Risks                ...
Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience
Is a planning for a promotion



                 Positioning
            Identify target market
How attendees regard a sp...
Marketing Strategy

                                              Marketing
                                              ...
1. Promotion

•   Direct/ electronic marketing e.g. direct mail, electronic
    newsletters, web advertising, mobile phone...
 Place (Distribution)

•   Direct e.g. through phone, internet
•   Indirect e.g. distribution through associations,
    b...
•Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative t...
Promotion




Advertising   Publicity   Sales Promotion   Direct Marketing   Personal Selling
See Appendix 8 _ Sample of Running Sheet
Event
                    Evaluation
                     Process




 Data
             Analysis        Reporting   Appli...
Event Management
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Event Management

  1. 1. Presented by Joey Phuah
  2. 2. Event
  3. 3. Types of Events
  4. 4. Types of Events
  5. 5. Corporate Events Golf E vents C onferences Networking E vents B us ines s Meetings Incentive Travel Dinners C arnivals Trade S hows / Fairs E xecutive Retreat Product Launches Team B uilding S eminars A nnual Dinner Pres s C onferences Theme Parties Opening C eremonies B oard Meetings S hareholder Meetings / A GM
  6. 6. Private Events Wedding C eremonies Wedding Dinners Wedding A nnivers aries B irthday Parties Fes tival Gathering
  7. 7. What is Event Management?
  8. 8. Event Management
  9. 9. The Aim of Event Management
  10. 10. Who leads the event? Advisor Chairman Event Manager
  11. 11. Event Organization Chart
  12. 12. Event Manager A person who plans and executes the event
  13. 13. The Role of Event Manager Devising the Event Concept Identifying the target audience Marketing and Communication Negotiation Client Service Budgeting Scriptwriting Booking Venue Logistics Audio-visual production
  14. 14. Event Manager Event managers and their teams are often behind-the-scenes running the event.
  15. 15. Event Planning Process
  16. 16. Initiation  Feasibility study – select an event  Objective  Concept development - timing, skills Contextual factors – budget, legal/  regulatory, economic, social, political, technological and environmental factors
  17. 17. Event Planning Process
  18. 18. Planning
  19. 19. Planning
  20. 20. Event Planning Process
  21. 21. Implementation  Schedules  Checklists  People Management
  22. 22. Event Planning Process
  23. 23. Control & Monitoring  Setting benchmarks/ standards  Tools
  24. 24. Event Planning Process
  25. 25. Shutdown  Key Task  Integration of shutdown into key event tasks
  26. 26. Creating the Event Concept
  27. 27. Pre-event 1. Proposal 2. Budget 3. Venue/ Site Selection and Design 4. Production Schedule 5. Speaker & Supplier Checklist 6. Sponsorship 7. F & B Menu 8. Guest list 9. Risk Management 10. Marketing 11. Promotion
  28. 28. Event Day
  29. 29. Post Event  Evaluation  Shutdown and Reporting
  30. 30.  Indentify Expenditure 2. Food & Beverage Indentify Income 3. Administration 4. Wages & salaries 3.Ticket sales 5. Venue 4.Sponsorship 5.Merchandising 6. Lighting, sound & visual 6.Advertising 7. Staging 7.In-kind 8. Graphic design 9. Printing 10. Decoration 11. Entertainment 12. Marketing & Promotion 13. Travel 14. Accommodation See Appendix 1 _ Sample Budget 15. Contingency
  31. 31. Guidelines for Selection 3.Availability 4.Size of the event 5.Layout and suitability 6.Stage, field of play or performance area 7.Transport and parking 8.Proximity to accommodation 9.Services available e.g. F&B 10.Technical support e.g. PA system, projector 11.Cost
  32. 32. Conduct a Site Inspection Develop a checklist for Site Inspection: 5.Compatibility with event theme 6.Seating arrangement 7.Sight obstruction e.g. pillars 8.Storage areas 9.Entrances & exits including freight access 10.Stage area 11.Equipment available on site 12.Safety and security 13.Access time 14.Power See Appendix 2 _ Site Inspection Checklist
  33. 33. Layout Diagram Prepare a Layout diagram on: 5.Stage 6.Seating and table arrangement 7.Registration area 8.Equipment positions e.g. lighting, projectors 9.Decoration layout 10.F & B station 11.Signs 12.Entry and exit including staff position See Appendix 3 _ Layout Diagram
  34. 34. What is to happen When will it happen Where will it happen Who is responsible Gantt Charts/ Production Schedule See Appendix 4 _ Sample of Gantt Chart See Appendix 5 _ Sample of Production Schedule
  35. 35. Event review meetings - to check progress against the schedule Status reports – to check progress against schedule Check lists Direct observation
  36. 36. Speaker Checklist 2.Send invitation 3.Get writing confirmation 4.Biodata and photograph 5.Slide presentation 6.Accommodation & Transportation Arrangement
  37. 37. Supplier Checklist 2.List of suppliers 3.List of requirements from every supplier 4.List of their roles and date to set up 5.i.e audio and visual – projector, notebook, PA system, microphone, cable 6.i.e photography – how many photographer you need, location of the photographer See Appendix 6 _ Sample of Supplier Checklist
  38. 38. Why should companies sponsor? •Gain access to target markets for promotional messages •Generate consumer awareness – used to introduce or build a brand •Positioning/repositioning of the existing service/ product •Exclusivity – to lock out their competitors •Demonstrate product attributes
  39. 39. Before seeking sponsorship, we should decide whether: 3.Your stakeholders (members, participants) are likely to approve of commercial sponsorship 4.Your event has rights/ benefits of value to a potential sponsor, e.g. access to target markets 5.You have the human resources to sell and service sponsors, e.g. a good sales person 6.There are businesses/ organizations that you would be advised not to seek sponsorship from
  40. 40. Sponsorship Proposal 3.Overview of the event including mission/ goals, history, location, current and past sponsors, program duration, staff, past or anticipated level and predicted attendee profile 4.Sponsorship package on offer and its cost. This might range from naming rights or sole sponsorship to designated sponsorship categories 5.Strategic fit between the event and the needs of the organization 6.Duration of agreement, e.g. agreement for one year, optional for 3 years renewal 7.Contact details
  41. 41. Identifying Sponsors 6.Who has sponsored the event recently? 8.Research the sponsors of similar competitor events – who is in the market? 10.Examine what particular companies or products have a fit with your event
  42. 42. Selling Sponsorships 3.Identify the decision maker in the company that you are approaching 4.Try to obtain a personal interview to discuss the sponsorship 5.Sell opportunities (access to target market, capacity to meet with specific VIP’s) 6.Provide a benefit package (competitively priced) that will meet some of their marketing needs 7.Be creative in the form that your sponsorship proposal takes 8.Interact with potential sponsors in a professional way
  43. 43. Managing the relationship 6.Make sure that you keep in regular contact with your sponsor – manage the relationship 8.Discuss and agree with your sponsor on clear objectives and agreement 10.Reports achievements as part of negotiating for renewal of the sponsorship
  44. 44. Check and compare the menu Food Tasting Confirm the menu
  45. 45. Prepare the Guest List Send Invitation Confirm the attendance See Appendix 7 _ Sample of Guest Checklist
  46. 46.  Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
  47. 47. Risk Management Process Analyse & Evaluate Identify Risks Identify Options the Risks What can happen? How can it happen? Create an action plan Treat the Risks
  48. 48. Event Marketing is a matching process in which the event producer seeks to understand and meet the needs of their audience
  49. 49. Is a planning for a promotion Positioning Identify target market How attendees regard a specific event or other events of a similar nature
  50. 50. Marketing Strategy Marketing Strategy Identify Segmenting Target Set Event Market Objective Markets Geographic: Demographic: Socio-economic: Other: Age Local No. of Gross & Net Education Exhibitors Participants Sex Topic Participants Profit  occupation Regional income Price international
  51. 51. 1. Promotion • Direct/ electronic marketing e.g. direct mail, electronic newsletters, web advertising, mobile phone – sms blast • Advertising e.g. media releases, media kits, live media crosses (media sponsor) • Sales Promotion e.g. cross promotions with sponsors • Others e.g. partnerships with media/ other events
  52. 52.  Place (Distribution) • Direct e.g. through phone, internet • Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc
  53. 53. •Create or increase awareness of the event •Create or enhance a positive image of the event •Position the event relative to its competitors •Inform target market(s) of the event •Generate demand for the event •Remind target markets of the event details
  54. 54. Promotion Advertising Publicity Sales Promotion Direct Marketing Personal Selling
  55. 55. See Appendix 8 _ Sample of Running Sheet
  56. 56. Event Evaluation Process Data Analysis Reporting Application Collection
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