Event Planning and Execution by Essential Werkz Pte Ltd's Managing Director, Mr Roger Wang. 2015 November 2015

1. Event Planning
and Execution Roger Wang
President, Marketing Institute of Singapore
Managing Director, Essential Werkz Pte Ltd

2. 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

3. Member of SACEOS
• Singapore Association of Convention and
Exhibition Organisers and Suppliers
(SACEOS)
• Honorary Treasurer in year 2013
• Currently an EXCO member

4. 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

5. 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

6. Logistical Support
Events Conceptualizing
& Management
Fabrication
Marketing Consultancy I.T. Solutions
Digital Signage /
Touchscreen
Who are we?

7. Our Clients

8. Our Clients

9. Sharing Session
Coke Valentine
https://www.youtube.com/watch?v=RjMhZFhD0tI
Bringing India and Pakistan
https://www.youtube.com/watch?v=ts_4vOUDImE
Korean Man
http://newsinfo.inquirer.net/645666/report-south-korean-manager-commits-
suicide-to-apologize-for-concert-tragedy
Shanghai Stampede
http://www.bbc.com/news/world-asia-china-30646918

12. CONTENT FOR THE DAY
What will be covered?

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

14. About The Event Brief
• Key Objectives / Performance Indicators
• Source of Information
• List of Requirements / Specifications
• Details of the Event

15. THE EVENT BRIEF
What does it contain and how can it help?

16. 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

17. 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?

18. After receiving the brief
• Analyze the brief
• Conceptualize and brainstorm
• Drive home the key message using the
event

19. Deepavali Roadshow 2015
Case Study

20. The Event Brief
• Objective: Deepavali Celebration
• Location: Soon Lee Recreation Centre
Woodland Recreation Centre
• Type of Event: Celebration Party

21. The Analysis
• Deepavali Celebration for the Migrant
Worker
• Entertained in some point of their lives

22. Factors influencing the proposal
What to propose?

23. Theming your event
• Drives home key message
• Creates consistency for the event
• Higher recall factor for participants

24. M1 DEALER NIGHT 2014/ LG
OPTIMUS BLACK & OPTIMUS
2X LAUNCH
Case Study

25. 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

26. 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

27. 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.

28. Venue Choices
• Purpose of Event
• Target Audience
• Accessibility
• Functionality / Layout
• Cost

29. SONY ERICSSON XPERIENCE
XPERIA XCLUSIVELY MEDIA
EVENT
Case Study

30. 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

31. 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

32. 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

33. Venue Proposed
• House @ Dempsey
• Easily identified by media
• Different rooms available to exclusively
highlight USPs of each phone

34. Visuals and Artist Impressions
• Ensure look and feel is
– Suitable for Event
– Aligned to Corporate Identity
• Space and resource planning

35. THE LOOK AND FEEL
The Visuals and Activities of the Event

36. SONY XPERIA GO & ACRO S
LAUNCH
Case Study

37. 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

38. Event Activities

39. M1 @ PC SHOW 2015
Case Study

40. The Event

41. The Timeline
Date Description Person(s) Involved
4/6/2015 –
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

42. The Gantt Chart

43. Division of Tasks
• Enables clear definition of tasks
• Each team member has a role
• Utilizes on strength or job scope of
individual

44. The Event

45. NESTLE DOLCE GUSTO
ROADSHOW
Case Study

46. The Brief:
• Objective: To launch the LG Secret phone
to industry partners
• Audience: Industry Partners from the
Telecommunications Industry
LG Secret Launch Event

47. Activities / Performances / Ideas
• Emphasize the theme of the event
• Involve the Audience
– Higher recall factor

48. LG SECRET LAUNCH
Case Study

49. 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

50. PLANNING AND EXECUTION
Tools to plan and execute an event

51. 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

52. SINGAPORE OPEN
INVITATIONAL KARATE
COMPETITION AND DINNER
Case Study

53. 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

54. Task List
No. 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

55. 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

56. SONY ERICSSON VIVIAZ
ACTIVATION
Case Study

57. Programme Timeline
• Ensures event runs on time
• Ensures that performers/speakers arrive
on time
• Smooth execution of the event

58. 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

59. WONDERGIRLS / WONG LEE
HOM SHOWCASE
Case Study

60. 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

61. 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

62. 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

63. MARKETING THE EVENTS
Why is it important to market your own event?

64. 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

65. Ways to Market Events
• Social Media
– Tie in activities with social media
• Traditional Media
– Public Relations, Electronic Mailers,
Advertisements
• Smartphone / Tablet Applications

66. 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.

67. 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

68. Smartphone / Tablet Apps
• Singapore MICE Forum 2012
• App allows participants to interact with
each other
• Interaction can carry on after event to
allow networking

69. SMF2012 App

70. 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

71. 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!

72. RUNNING THE EVENT
Managing and Executing

73. The Brief
• Objective: To plan a launch event for the
iPhone 5
• Requirements
– Launch Countdown
– Crowd Control
– Goodie Bags

74. M1 IPHONE 5 LAUNCH
Case Study

75. M1 NATIONWIDE 4G LAUNCH
Case Study

76. 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

77. 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

78. POST EVENT
Post Event Review

79. Problems and Issues
• Each Event = New and Unique Problems
and Issues
• Anticipate Potential Problems and Issues
• Mission Focused: The Event needs to be
completed

80. A*STAR FAMILY DAY
Case Study

81. 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

82. 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

83. Evaluation of the Event
• Objective Achieved?
• Different forms of measures
– Sales
– Brand Awareness
– Recall Factor
• What tools to measure?
– Especially for intangible returns

84. GARENA CARNIVAL 2014

85. SINGAPORE TURF CLUB – TURF BELLE

86. MIS DINNER AND DANCE 2014

87. THANK YOU
87
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
disclosedwithoutthe prioragreementof EssentialWerkzPte Ltd.
Roger Wang +65 9858 1232(HP)  roger@essentialwerkz.com
31 BUKIT BATOK CRESCENT #01-08 THE SPLENDOUR SINGAPORE 658070
TEL: +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