Evt mngt ch 1

Principles of Event management
UNIT – 1
INTRODUCTION
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
1

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.”
manu@bmsec.ac.in
2

Features of events
• Uniqueness
• Intangibility
• Ambience and service
• Labour-intensiveness
• Perishability
• Rituals and ceremony
• Personal contact and interaction
• Fixed time scale
manu@bmsec.ac.in
3

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
manu@bmsec.ac.in
4

Purpose of organizing an event
• Brand building
• Focusing the target market
• Implementation of marketing plan
manu@bmsec.ac.in
5

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
manu@bmsec.ac.in
6

Focusing target market
• Identifying and focusing the target market
• Helping in avoidance of clutter
• Enabling interactive mode of communication
manu@bmsec.ac.in
7

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
manu@bmsec.ac.in
8

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.
manu@bmsec.ac.in
9

Features of Event Management
• Creative process
• Object oriented
• Planning and control
• Deals with all types of event
manu@bmsec.ac.in
10

Process of event management
Selectingan event
Deciding the venue
Material management
delegation
communicatingwith media
eventmarketing
office management
Eventday management
manu@bmsec.ac.in
11

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
manu@bmsec.ac.in
12

PEOPLE INVOLVED IN EVENT
MANAGEMENT
• Decision makers
• Event manager
• Technical Staff
manu@bmsec.ac.in
13

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 managementMANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in
14

EVENT MANAGER
Qualities 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
manu@bmsec.ac.in
15

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
manu@bmsec.ac.in
16

Developing Record Keeping Systems
• Contact Sheet
• Responsibility Chart
• Action Sheets
• Work Package
• Checklists
• Run Sheets
manu@bmsec.ac.in
17

TECHNICAL STAFF
• Venue Managers
• Stage Managers
• Lighting
• Audio Videos
Companies
• Decorators And
Florists
• Catering Companies
• Entertainers
• Front Office
• Office Managers
• Marketing And
Publicity Manager
manu@bmsec.ac.in
18

Steps involved in analysis of event
Establishing
tangible objectives
Measuring
performance
Correcting
deviations
manu@bmsec.ac.in
19

Critical analysis points in events
FROM 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)
manu@bmsec.ac.in
20

MANU H NATESH
DEPARTMENT OF COMMERCE AND MANAGEMENT
BMS Evening College of Arts and Commerce
manu@bmsec.ac.in
manu@bmsec.ac.in
21

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