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EVENT
EVENT
MANAGEMENT
MANAGEMENT
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What are
What are
Ev
Ev
ents?
ents?
An event can be described as a publicAn event can be described as a public
assembly for the purpose of celebration ,
assembly for the purpose of celebration ,
educati
education,mon,marketarketingingor reunion.or reunion.
Events Events can be classified on can be classified on the basis of the basis of their their
size,t
size,typeypeand coand context.ntext.
Event management is the application of Event management is the application of
project management to the creation and
project management to the creation and
develo
development of festivapment of festivals,evls,eventsents andand
conferences.
conferences.
The recent growth of festivals and events The recent growth of festivals and events asas
an industry around the world means that
an industry around the world means that thethe
management can no longer be ad hoc.
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Event can refer to: Event can refer to:
Social/life-cycle eventsSocial/life-cycle events
Events like birthday party,hen/stag party,graduation party,bachelors party,engagement
Events like birthday party,hen/stag party,graduation party,bachelors party,engagement
,wedding,anniversary
,wedding,anniversary,retirement ,retirement dayday,funeral ,funeral etcetc
EduEducational ancational anddcareer eventscareer events
Events like education fair,job fair,workshop,sem
Events like education fair,job fair,workshop,seminar,debate,contest,completion inar,debate,contest,completion etcetc
Sports eventsSports events
Events like Olym
Events like Olympics,world cupics,world cup,marathons,wrestling matches etcp,marathons,wrestling matches etc
EEntertainment eventsntertainment events
Events like music concerts,fairs,f
Events like music concerts,fairs,festivals,fashion shows,celebrity nestivals,fashion shows,celebrity nights,award functions,beautyights,award functions,beauty
peagents,flash mob,jewellery shows,stage shows etc
peagents,flash mob,jewellery shows,stage shows etc
PPolitical eventsolitical events
Events like political p
Events like political procession,demonstratiorocession,demonstration,rally,n,rally,political political functionsetcfunctionsetc
CCorporate eventsorporate events
Events like mice (meetings,conferences,exhibition),product launches,road shows,buyer-seller meet
Events like mice (meetings,conferences,exhibition),product launches,road shows,buyer-seller meet
etc
etc
R R eligioeligiouus eventss events
Events like religious festivals/fairs,relig
Events like religious festivals/fairs,religious procession,katha ,pravachan,diwali ious procession,katha ,pravachan,diwali fair etcfair etc
FFuunnddraising /caraising /cauuse relatese relateddeventsevents
Any event can be turned into a fund raising or cause related event eg auctions
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Event management, the most profound form of advertising and marketing, is a glamorous and thrillingEvent management, the most profound form of advertising and marketing, is a glamorous and thrilling profession. It provides an opportunity for unleashing one's creative potential to a very high degree. profession. It provides an opportunity for unleashing one's creative potential to a very high degree.
Event management is a process of organizing a professional and focused event, for a particular targetEvent management is a process of organizing a professional and focused event, for a particular target audience. It involves visualising concepts, planning, budgeting, organizing and executing events such as audience. It involves visualising concepts, planning, budgeting, organizing and executing events such as fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties product l
product launching etc. It is a aunching etc. It is a good career option which does not require much investmgood career option which does not require much investment and offers a lotent and offers a lot of independence and flexibility
of independence and flexibility .
.
Event management is considered one of the strategic marketing and communication tools by companiesEvent management is considered one of the strategic marketing and communication tools by companies of all
of all sizes. From product launches to sizes. From product launches to press conferences, compress conferences, companies create promotional events to helppanies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news 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.
media, hoping to generate media coverage which will reach thousands or millions of people.
What is
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EVEN
EVEN
T MA
T MA
N
N
AG
AG
ER
ER
The Event Manager is the person who plans and executes the event. Event managers andThe Event Manager is the person who plans and executes the event. Event managers and
their teams are often behind-the-scenes runn
their teams are often behind-the-scenes running the event.ing the event.
Event managers may also be involved Event managers may also be involved in more than just the planin more than just the planning and execution of ning and execution of
the event, but also
the event, but also brand building, marketing and brand building, marketing and communication strategycommunication strategy..
The event manager is an expert at the creative, technical and logistical elements that helpThe event manager is an expert at the creative, technical and logistical elements that help
an event succeed.
an event succeed.
This includes event design, audio-visual production, scriptwriting, This includes event design, audio-visual production, scriptwriting, logistics, budgeting,logistics, budgeting,
negotiation and, of course, client service. It
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C
C
ategories of Events
ategories of Events
Events can be classified into
Events can be classified into four broad categories based on their pufour broad categories based on their purpose and objective:rpose and objective:
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1..LeisLeisuure eventsre eventse.g. leisure sport, music, recreation.e.g. leisure sport, music, recreation.
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2..CCuultltuural eventsral events e.g. ceremonial, religious, art, heritage, e.g. ceremonial, religious, art, heritage, and folklore.and folklore.
3.
3.PPersonal eventsersonal events e.g. weddings, birthdays, anniversaries.e.g. weddings, birthdays, anniversaries.
4.
4.Organizational eventsOrganizational events e.g. commercial, political, charitable, sales, product launch.e.g. commercial, political, charitable, sales, product launch.
Leisure events
Leisure events
Personal
Personal
events
events
Organizational
Organizational
events
events
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07
LL
eisure
eisure
EvEvents
ents
S
Simply put, these are evenimply put, these are events held purely for the fun of havints held purely for the fun of having an event. For recreatg an event. For recreation, like a party, aion, like a party, a
sports competit
sports competition, or a fair. Leisure events are held to ion, or a fair. Leisure events are held to involve the person taking part in the eventinvolve the person taking part in the event without actually expecting an immediate result.
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Cul
Cul
t
t
u
u
ra
ra
l
l
Events
Events
Events that bring out a cultural heritage or happening. Much like the Goan carnival talked about earlier. Events that bring out a cultural heritage or happening. Much like the Goan carnival talked about earlier. These have an impact on society and people who are
These have an impact on society and people who are a part a part of it. These are high of it. These are high communitcommunity involvemy involvementent events. A
events. A community can be a recommunity can be a religion, a race, a cast or eveligion, a race, a cast or even a college. Lets define a con a college. Lets define a community;mmunity; A group of people living in the same locality and und
A group of people living in the same locality and under the same government, the dister the same government, the district or locality inrict or locality in which such a
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OO
rganizationa
rganizationa
l
l
Events
Events
These are events that tend to be well organized and have implications and
These are events that tend to be well organized and have implications and
interests that are commercial, political, sales driven etc. events of this nature are
interests that are commercial, political, sales driven etc. events of this nature are
generally with a specific agenda .
generally with a specific agenda .
It is generally informative or sales driven or has some commercial value in
It is generally informative or sales driven or has some commercial value in
tangible or intangible terms
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PP
ersona
ersona
l
l
Events
Events
These are generally events thThese are generally events that are held on a very personal at are held on a very personal level for family and friends for eg-level for family and friends for
eg-wedding,birthday
wedding,birthday, anniversary etc. These are , anniversary etc. These are generally by invitation and the generally by invitation and the number of peoplenumber of people
involved is high.
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OBJ
OBJ
E
E
C
C
TIVES
TIVES
OF
OF
EVENT MANAGER
EVENT MANAGER
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D
D
efining event objectives at the very start of
efining event objectives at the very start of
event planning is very important as it gives you
event planning is very important as it gives you
the direction you should proceed to
the direction you should proceed to
accomplish
accomplish
the objective ,organizing an event without clear
the objective ,organizing an event without clear
objective is a huge waste of time and
objective is a huge waste of time and
resources
resources
.
.
1)
1)
What
What
µ
µ
what¶ means what y
what¶ means what y
ou are
ou are
going to do in th
going to do in th
e event.
e event.
2
2
)
)
EEvent name
vent name
What will be the name of the Event? for e.g¶autoexpo2010¶
What will be the name of the Event? for e.g¶autoexpo2010¶
3
3
)
)
F
F
oo
oo
ddan
an
ddbeverage men
beverage men
uuIt contain a list of
It contain a list of
food item and beverages, you will serve
food item and beverages, you will serve
during the event to the guest and target audience.
during the event to the guest and target audience.
4
4
)
)
EEvent profile
vent profile
What the event is all about? for e.g: this event is an
What the event is all about? for e.g: this event is an
international
international
exhibition on
exhibition on
new models
new models
of car and
of car and
its
its
accessories
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55
)
)
G
G
uuest profile
est profile
HHow will be your chief guest and other guest ? your guest list must includeow will be your chief guest and other guest ? your guest list must include
organizers, sponsors, partners etc.
organizers, sponsors, partners etc.
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6
)
)
EEvent theme
vent theme
Theme means subject. It can be based on particular theme like
Theme means subject. It can be based on particular theme like HHollywood ,ollywood ,
Balloon, Flowers, Red & white etc . In a theme party every thing from a
Balloon, Flowers, Red & white etc . In a theme party every thing from a
dress code, decoration, game, music, gifts,
dress code, decoration, game, music, gifts, food and beverages are basedfood and beverages are based
on a particular theme.
on a particular theme.
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7
)
)
Service provi
Service provi
dder
er
Like-Like-D.J, D.J, anchor, florist, videographer, photographer, make up artist,anchor, florist, videographer, photographer, make up artist,
performers, decorators, models, technicians etc.
performers, decorators, models, technicians etc.
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8
)
)
Obligations
Obligations
These are the compulsions on the guests
These are the compulsions on the guests like dress code or the knowledge like dress code or the knowledge of of
salsa dance.
salsa dance.
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9
)
)
Types of entry
Types of entry
Decide how will be the
Decide how will be the entry by ticket, pass or threntry by ticket, pass or through invitation only.ough invitation only.
10)
10)
F
F
avors
avors
These are the gifts given to guest.
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11)11)EEntry feesntry fees
This is according to target audience.
This is according to target audience. if you over charge you won¶t getif you over charge you won¶t get
any audience.
any audience.
1
122))EEvent highlightsvent highlights
To catch your target audience and medias attention like-inauguration of
To catch your target audience and medias attention like-inauguration of
car showroom by tom cruise
car showroom by tom cruise
1
133))PPromotionromotional al campaigncampaign
Radio, print media, outdoor media ,television,
Radio, print media, outdoor media ,television, brochurebrochure
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144)P)Programme menrogramme menuu
It is the list of various activity that will occur as the part of the event.
It is the list of various activity that will occur as the part of the event.
1
155))EEvent bvent bududgetget
To determine what will be the cost for producing and marketing the
To determine what will be the cost for producing and marketing the
event.
event.
1
166))WhenWhen
When y
When you are going to organize the event ou are going to organize the event i.e. date & time?i.e. date & time?
1
177))WhereWhere
Where you are going to organize the event b i.e. menu.
Where you are going to organize the event b i.e. menu.
1
188))WhoWho
Who will be yo
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P
P
eop
eop
l
l
e
e
invo
invo
l
l
ved in
ved in
organizing
organizing
an event
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The following people involved in supporting event:-
The following people involved in supporting
event:- OO
rganizers
rganizers
Sponsors
Sponsors
PPartners
artners
Cl
Cl
ients
ients
S
S
u
u
pporting agencies
pporting agencies
These people can either be an individual or a company .they either finances
These people can either be an individual or a company .they either finances
the whole event or some of its part
the whole event or some of its part
or provide some service at subsid
or provide some service at subsid
ized rate or
ized rate or
for free.
for free.
O
O
rganizers
rganizers
An organizers finances maximum amt. of mone
An organizers finances maximum amt. of mone
y in event. Therefore he has
y in event. Therefore he has
maximum control over the event.
maximum control over the event.
Sponsors
Sponsors
similarly
similarly
, depending on the ty
, depending on the ty
pe of service financed
pe of service financed
sponsor can be a venue
sponsor can be a venue
sponsor ,gift sponsor, crown & jewellery sponsor, catering sponsor, banner
sponsor ,gift sponsor, crown & jewellery sponsor, catering sponsor, banner
sponsor etc.
sponsor etc.
P
P
artners
artners
they generally provide services either at subsidized rates or for free like
they generally provide services either at subsidized rates or for free like
media partners(which provide ad space), promotional partners(which do
media partners(which provide ad space), promotional partners(which do
publicity),logistic partners (which moves goods from one destina
publicity),logistic partners (which moves goods from one destina
tion to other in
tion to other in
the most efficient manner)
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An event management company can have
An event management company can have
event professionals
event professionals
:-
:-1.
1.
Event manager / event p
Event manager / event p
l
l
anner-
anner-
he has following
he has following
responsibility :
responsibility :
a) He is responsible for planning and producing the
a) He is responsible for planning and producing the
whole event.
whole event.
b) He is responsible for
b) He is responsible for
procurement and resource
procurement and resource
management.
management.
c) He formulates ,prepares & implement risk
c) He formulates ,prepares & implement risk
management plans (risk related to event planning
management plans (risk related to event planning
and production).
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2
2
)
)
Event coordinator :-
Event coordinator
:-he is responsible for coordinating with all event professional &
he is responsible for coordinating with all event professional &
ensure business operation are efficient and
ensure business operation are efficient and
effective .
effective .
3
3
)
)
Information manager
Information manager
:-
He has following responsibilities
He has following responsibilities
:-a) He m
a) He m
anages the information acquired through different
anages the information acquired through different
sources.
sources.
b) he is responsible for the documentation of all business
b) he is responsible for the documentation of all business
operation carried out pre event ,at event & post event.
operation carried out pre event ,at event & post event.
c) he maintain data base of service providers, delegates,
c) he maintain data base of service providers, delegates,
guests, organizers, clients ,sponsors, target audience ,media
guests, organizers, clients ,sponsors, target audience ,media
people & various govt. officials
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4)
4)
Logistic manager:-
Logistic
manager:-He has following responsibility:
He has following responsibility:
a) responsible for custom clearances and other clearance.
a) responsible for custom clearances and other clearance.
b) responsible for warehousing of cargo
b) responsible for warehousing of cargo
c) cargo insurance
c) cargo insurance
d) he is expected to move goods & merchandise from one
d) he is expected to move goods & merchandise from one
destination to the
destination to the
other in most
other in most
efficient manager
efficient manager
.
.
e) he is
e) he is
responsible for procurement management and
responsible for procurement management and
resources management
resources management
f) he formulates , prepares & implement the risk mgmt plan( risk
f) he formulates , prepares & implement the risk mgmt plan( risk
relate
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5
5
)
)
Infrastr
Infrastr
u
u
ct
ct
u
u
re manager :-
re manager
He has following responsibility
He has following responsibility
:-a)
a)
He d
He d
oe
oe
s pr
s pr
ocu
ocu
re
re
me
me
nt m
nt m
ana
ana
ge
ge
me
me
nt & r
nt & r
es
es
our
our
ce m
ce m
gm
gm
t.
t.
b)
b)
He i
He i
s res
s res
pon
pon
sibl
sibl
e fo
e fo
r se
r se
tti
tti
ng u
ng u
p & dism
p & dism
ant
ant
ling
ling
the i
the i
nfra
nfra
str
str
uctu
uctu
re
re
for
for
the whole event like
the whole event like
:-
Con
Con
st
st
ru
ru
ct
ct
ion
ion
of b
of b
oun
oun
dar
dar
y w
y w
all
all
s ,
s ,
ent
ent
ra
ra
nc
nc
e &
e &
ex
ex
it g
it g
at
at
es
es
, dr
, dr
ive
ive
wa
wa
y
y
s,
s,
walkways, & parking lots.
walkways, & parking lots.
C
C
o
o
n
n
s
s
t
t
r
r
u
u
c
c
t
t
i
i
o
o
n
n
o
o
f
f
A
A
C
C
/
/
NONNONAC hangers / halls , seating arrangement , stage
AC hangers / halls , seating arrangement , stage
design / setup etc.
design / setup etc.
Con
Con
st
st
ru
ru
ct
ct
ion
ion
of g
of g
re
re
en
en
ro
ro
oms
oms
, st
, st
af
af
f r
f r
oo
oo
ms
ms
, s
, s
to
to
ra
ra
ge r
ge r
oo
oo
ms,
ms,
pow
pow
er r
er r
oom
oom
s
s
etc.
etc.
c) He is responsible for setting up electricity , water & phone
c) He is responsible for setting up electricity , water & phone
connection.
connection.
d) He is responsible for conservancy (i.e. cleanliness)
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Event p
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Event p
Event pl
l
anning is the process of p
anning is the process of pl
l
anning a festiva
anning a festival,
l,
ceremony
ceremony
,
,
competition
competition,
,
party
party
,
,
or
or
convention
convention
..E
Event planning includes budgeting, establishing dates and alternate dates, selecting and reservingvent planning includes budgeting, establishing dates and alternate dates, selecting and reserving
the event site, acquiring permits, and coordinating transportation and parking.
the event site, acquiring permits, and coordinating transportation and parking. E
Event planning also includes some or all of the following, depending on the event: developing avent planning also includes some or all of the following, depending on the event: developing a
theme or motif for the event, arranging for speakers and alternate speakers, coordinating location
theme or motif for the event, arranging for speakers and alternate speakers, coordinating location
support (such as electricity and other utilities), arranging decor, tables, chairs, tents,
support (such as electricity and other utilities), arranging decor, tables, chairs, tents,
support and security, catering, police, fire, portable toilets, parking, signage, emergency plans,
support and security, catering, police, fire, portable toilets, parking, signage, emergency plans,
health care professionals, and cleanup.
health care professionals, and cleanup. E
Event Planning is a relatively new career field. There is now training that helps one trying tovent Planning is a relatively new career field. There is now training that helps one trying to
break into the career field. There must be training for an event planner to handle all the pressure
break into the career field. There must be training for an event planner to handle all the pressure
and work efficiently. This career deals with a lot of communication and organization aspects.
and work efficiently. This career deals with a lot of communication and organization aspects.
³
³There are many different names for an event pThere are many different names for an event pllanner sanner suuch as a conferencech as a conference
coordinator
coordinator ,,a convention pa convention pllanner anner ,, a speciaa speciallevent coordinator event coordinator ,, and a meetingand a meeting
manager´
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Steps to
Steps to
P
P
l
l
anning an Event
anning an Event
1
1) ) The first step to planning an event is deterThe first step to planning an event is determining its purpose, whemining its purpose, whether it is for a wedding,ther it is for a wedding,
company, birthday, festival, graduation or any other event requiring exstensive planning. company, birthday, festival, graduation or any other event requiring exstensive planning.
2
2) ) From this the event planner needFrom this the event planner needs to choose entertainment, los to choose entertainment, location, guest list, speakers,cation, guest list, speakers,
and content. and content.
The location for events is endless, but with event planning they would likely be held at hotels, The location for events is endless, but with event planning they would likely be held at hotels, convention centers, reception halls, or outdoors depending on the event.
convention centers, reception halls, or outdoors depending on the event.
3
3)) OOnce the location is set the nce the location is set the coordinator/planncoordinator/planner needs to prepare the event with staff, seter needs to prepare the event with staff, set
up the entertainment, and keep contact with the client. up the entertainment, and keep contact with the client.
4
4) After all this is set the event planner has all the smaller details to ) After all this is set the event planner has all the smaller details to addressaddress
like set up of the event such as
like set up of the event such as food, drinks, music, guest list, budget, advertising andfood, drinks, music, guest list, budget, advertising and marketing, decorations, all this preparation is what is
marketing, decorations, all this preparation is what is needed for an event to needed for an event to run smoothlyrun smoothly.´.´
³
³
An event p
An event p
l
l
anner
anner
needs to be ab
needs to be ab
l
l
e to manage their time wise
e to manage their time wise
l
l
y for the event
y for the event
,
,
and the
and the
l
l
ength of preparation needed for each event so it is a
ength of preparation needed for each event so it is a
s
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MANAGING EVENTS
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25
To manage an event s
To manage an event s
u
u
ccessf
ccessf
ull
ull
y fo
y fo
ll
ll
owing point sho
owing point sho
ul
ul
d
d
be kept in mind these are
be kept in mind these are
:-
:-
To
To ens
ensure
ure the
the
rig
right m
ht mess
essage
age
reache
rea
ches t
s the r
he r
ight
ight
peo
people
ple
in t
in the
he
right way. This is possible when event manager work with a
right way. This is possible when event manager work with a
vision of exploring the hidden secret of trade.
vision of exploring the hidden secret of trade.
Wit
With u
h unc
ncou
ount
ntab
able t
le to opp
o oppor
ortu
tunit
nit
ie
ies of ma
s of makin
king a
g any ev
ny even
ent
t
successful it is commonly seen that most of the clients indulge
successful it is commonly seen that most of the clients indulge
in outsourcing of the event for careful & professional
in outsourcing of the event for careful & professional
management.
management.
For
For
mana
mana
gin
ging
g an
an
impo
impo
rta
rtant
nt ev
event
ent
pla
planni
nning
ng
time
time
mana
mana
geme
gement
nt
is an important component , if you split the work of
is an important component , if you split the work of
an event
an event
planner into various components and execute all the
planner into various components and execute all the activities
activities
in sequence than it will surely save the time.
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26
E
E
xecuting
xecuting
is
is about
about
procuring
procuring
results.
results. There
There are
are
3
3
types of
types of
execut
executive :-
ive :-
a) those w
a) those w
ho makes thi
ho makes things happe
ngs happen &
n &
b) those who wonder what is happening
b) those who wonder what is happening
and to make things happen you need inspiration.
and to make things happen you need inspiration.
The planning for significant & enduring disruption m
The planning for significant & enduring disruption m
akes it
akes it
extremely important to have appropriate contingency and
extremely important to have appropriate contingency and
emergency operation plans in place & tested
emergency operation plans in place & tested
³
³Managing an event wi
Managing an event wi
ll
ll
req
req
u
u
ire a rob
ire a rob
u
u
st comm
st comm
u
u
nication
nication
& decision-making system that wi
& decision-making system that wi
ll
ll
be ab
be ab
l
l
e to q
e to q
u
u
ick
ick
l
l
y
y
identify & so
identify & so
l
l
ve the prob
ve the prob
l
l
em and a
em and a
l
l
so req
so req
u
u
ired broad
ired broad
based participation & s
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P
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28
P
Promotion in eventsromotion in events,, is reqis requuired to get the desired reach thatired to get the desired reach that
req
requuires an adeqires an adequuate pate pllanned panned puubbllicity campaign byicity campaign by event marketer
event marketer .. The event marketer has to network withThe event marketer has to network with other media for s
other media for suuccessf ccessf ululppuubbllicityicity..
Networking components Networking components
The various networking concepts involved and
The various networking concepts involved and their importanttheir important features to be noted are:
features to be noted are: 1
1))PPrint merint meddiaia P
Print media is essential for pre-event publicity and rint media is essential for pre-event publicity and aids in post-eventaids in post-event
recall by reporting the event as
recall by reporting the event as in reporting the success (or failure)in reporting the success (or failure)
of an event.
of an event. PPre-event re-event print media campaign is print media campaign is essential as it can essential as it can bebe
used to inform about exact details like date and time and also
used to inform about exact details like date and time and also
distribute entry forms, questionnaires. The contests are
distribute entry forms, questionnaires. The contests are usuallyusually
associated with such campaigns. The post-event coverage falls under
associated with such campaigns. The post-event coverage falls under
journalism. The event organizer has little control over it and even a
journalism. The event organizer has little control over it and even a
failure can get reported.
failure can get reported.
Decision making using print media revolves around the variety of
Decision making using print media revolves around the variety of
publication available, their circulation, the frequency of publication
publication available, their circulation, the frequency of publication
and the profile of readers.
29
29
22))R R aaddioio
This is electronic audio media This is electronic audio media and is mainly used for pre-eventand is mainly used for pre-event
publicity, it can also be important in post-event coverage, if
publicity, it can also be important in post-event coverage, if
planned. One should put together an ap
planned. One should put together an appealing audio promotionpealing audio promotion
which may be expensive and thus it is needed to understand when it
which may be expensive and thus it is needed to understand when it
is beneficial to use.
is beneficial to use. SS pecial programs with the event as focus and pecial programs with the event as focus and
which are more than just a commercial are more helpful in
which are more than just a commercial are more helpful in
providing the reach that is desired
providing the reach that is desired for event although expensive.for event although expensive.
3
3))TelevisionTelevision
For events, the television media can be single most potent media. ItFor events, the television media can be single most potent media. It
can provide both pre-event and post-event coverage.
can provide both pre-event and post-event coverage. According toAccording to
desired reach, the satellites or government controlled channels can
desired reach, the satellites or government controlled channels can
be used. It provides ability to cover
be used. It provides ability to cover event during event itself, so theevent during event itself, so the
competitive events can be presented better.
SW
SW
O
O
T
T
A
A
N
N
ALYSIS
ALYSIS
30
31
31
SW
SW
O
O
T Analysis
T Analysis
In SW
In SW
O
O
T Analysis:
T Analysis:
µ
µS¶
S¶
stands for Strengths
stands for Strengths
µw¶ stands for weakness
µw¶ stands for weakness
µo¶ stands for opport
µo¶ stands for opport
u
u
nities
nities
µT¶ stands for threats
µT¶ stands for threats
It is a strategic planning tool which i
It is a strategic planning tool which i
s used to identify and analyze the strengths
s used to identify and analyze the strengths
, weakness ,opportunities and threats involved in your project. S
, weakness ,opportunities and threats involved in your project. S
W
W
OOT
T
analysis can also be done in your organi
analysis can also be done in your organi
zation.
zation.
Strengths:
Strengths:
These are the attributes of your project/organization which
These are the attributes of your project/organization which
are helpful in
are helpful in
achieving project¶s objectives. for e.g. :experienced event team, hi
achieving project¶s objectives. for e.g. :experienced event team, hi
gh
gh
motivation level, excellent pr, good market share etc.
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hose t
hose t
WEAKNESSES
WEAKNESSES
These are those attributes of your project/organization
These are those attributes of your project/organization
which are harmful in
which are harmful in
achieving projects objective. for e.g. social loafi
achieving projects objective. for e.g. social loafi
ng, lack of funds ,low energy
ng, lack of funds ,low energy
level , lack of media and corporate contacts e
level , lack of media and corporate contacts e
tc.
tc.
O
O
pport
pport
u
u
nities
nities
These are those external factors which are
These are those external factors which are helpful in achieving the project¶s objectives.helpful in achieving the project¶s objectives. for e.g. little competition, favorable economic conditions ,
for e.g. little competition, favorable economic conditions , support from the local authorities,support from the local authorities, availability
availability of the state oof the state of the art f the art infrastructure einfrastructure etc.tc.
Threats
Threats
These are those external factors which are
These are those external factors which are harmful in achieving the project¶s objectives. for e.g.harmful in achieving the project¶s objectives. for e.g. high competition, little or no support from l
high competition, little or no support from local authorities. bad whether, poor ocal authorities. bad whether, poor infrastructure, high lab our rate, unavailability o
infrastructure, high lab our rate, unavailability of raw material etc. It f raw material etc. It is very important thatis very important that you conduct SW
you conduct SWOOT analysis before developing an event plan to T analysis before developing an event plan to develop a strategy whichdevelop a strategy which maximizes the potential of strengths and opportunities of your project
maximizes the potential of strengths and opportunities of your project and at the and at the samesame time. minimize the impact of
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33
Ana
Ana
l
l
ysis Report
ysis Report
After conducting market, competitors, product/service research and
After conducting market, competitors, product/service research and
SW
SW
O
O
T analysis, create a report which contain details of al
T analysis, create a report which contain details of al
l the
l the
research work done by you .
research work done by you .
D
D
ocumentation of your research work
ocumentation of your research work
is important, later for event evaluati
is important, later for event evaluati
on. Your analysis report will also
on. Your analysis report will also
help you in getting spons
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Risk invo
Risk invo
l
l
ved in event
ved in event
Management
Management
34
35
35
RISK MANAGEMENT
RISK MANAGEMENT
:
:
An event is full of uncertainties like power failure, medical
An event is full of uncertainties like power failure, medical
emergency
emergency
, brawl, stampede, f
, brawl, stampede, f
ire, sponsorship
ire, sponsorship
withdrawal,
withdrawal,
last minute turned down by an artist etc.
last minute turned down by an artist etc.
How will you deal with all these contingencies wi
How will you deal with all these contingencies wi
thout a
thout a
well thought out risk management plan.
well thought out risk management plan.
R
R
isk management is done at each and every stage of
isk management is done at each and every stage of
event production
event production
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36
DEVELOPING
DEVELOPING
R
R
ISK
ISK
MA
MA
N
N
A
A
GE
GE
M
M
ENT
ENT
PL
PL
A
A
N
N
F
F
O
O
R
R
EVENTS
EVENTS
.
.
S
Since risk management is a very important part of event management therefore it shouldince risk management is a very important part of event management therefore it should
be carried out in a p
be carried out in a planned and professional manner.lanned and professional manner.
Following steps are involved in risk management
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37
STE
STE
P
P
1
1
: IDENTI
: IDENTI
FY
FY
TH
TH
O
O
SE ELEMENTS
SE ELEMENTS
O
O
R
R
A
A
C
C
TIVITIES WHI
TIVITIES WHI
C
C
H
H
C
C
OU
OU
LD
LD
C
C
ARR
ARR
Y
Y
A RISK
A RISK
.
.
List of such elements is already specified above like
List of such elements is already specified above like
information management, security, procurement etc
information management, security, procurement etc
..
STE
STE
P
P
2: IDENTI
2: IDENTI
FY
FY
THE RISK ASS
THE RISK ASS
O
O
C
C
IATED WITH
IATED WITH
EA
EA
C
C
H ELEMENT
H ELEMENT
O
O
R A
R A
C
C
TIVIT
TIVIT
Y
Y
.
.
For e.g: cargo theft is associated with logistic
For e.g: cargo theft is associated with logistic
management. Similarly, data loss is associated with
management. Similarly, data loss is associated with
information management.
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38
ST
ST
E
E
P
P
3
3
:
:
DE
DE
T
T
ER
ER
MI
MI
NE
NE
TH
TH
E
E
P
P
O
O
SSIBILITY
SSIBILITY
O
O
F
F
O
O
CCU
CCU
RREN
RREN
C
C
E
E
O
O
F
F
R
R
ISK A
ISK A
ND
ND
S
S
EVER
EVER
ITY
ITY
O
O
F TH
F TH
E
E
C
C
ON
ON
S
S
EQ
EQ
U
U
EN
EN
C
C
E
E
S
S
IF
IF
TH
TH
E
E
R
R
ISK
ISK
DOE
DOE
S HAPP
S HAPP
EN
EN
.
.
E ELLEEMMEENNTTS S RRIISSK K PPOOSSSSIIBBIILLIITTY Y SSEEVVEERRIITTYY I I
nformation
nformation
management
management
LL
oss of data
oss of data
LLow
ow
VVery high
ery high
D D
a
a
t
t
a
a
t
t
h
h
e
e
f
f
t
t
H
H
i
i
g
g
h
h
H
H
i
i
g
g
h
h
D Data
ata
corruption
corruption
VV
ery high
ery high
VVery high
ery high
S S
ecurity
ecurity
management
management
Brawl
Brawl
LLo
o
w
w
l
l
o
o
w
w
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39
STE
STE
P
P
4
4
: RISK
: RISK
P
P
RI
RI
O
O
RITIZATI
RITIZATI
O
O
N
N
..R
R
isks with high severity of the
isks with high severity of the
consequences should be
consequences should be
handled first
handled first
..
STE
STE
P
P
5
5
:
:
FO
FO
RM
RM
U
U
LATE
LATE
,
,
P
P
RE
RE
P
P
ARE AND IM
ARE AND IM
P
P
LEMENT
LEMENT
STRATEGIES T
STRATEGIES T
O
O
MANAG
MANAG
E RISK
E RISK
S
S
..
Some common strategies used for risk management
Some common strategies used for risk management
are:
are:
R
R
isk avoidance
isk avoidance
R
R
isk retention
isk retention
R
R
isk transfer
isk transfer
R
R
isk reduction
isk reduction
..
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40
..
STE
STE
P
P
6: M
6: M
O
O
NIT
NIT
O
O
R THE RISK
R THE RISK
P
P
ERI
ERI
O
O
DI
DI
C
C
ALL
ALL
Y
Y
..S
S
o that the strategies used to manage the risk can be updated
o that the strategies used to manage the risk can be updated
and reviewed
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41
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42
42
Event could be anything from concerts, produce,
Event could be anything from concerts, produce,
launches, conferences , promotions, press
launches, conferences , promotions, press
conference, jubilee celebrations and farewells to
conference, jubilee celebrations and farewells to
television
television
based ev
based ev
ents, fashion
ents, fashion
shows
shows
,
,
wedding or parties. It could be just anything.
wedding or parties. It could be just anything.
Event management is emerging fastest growing
Event management is emerging fastest growing
industry as it is a very creative, glamorous as
industry as it is a very creative, glamorous as
well as challenging career option for youth.
well as challenging career option for youth.
The role of event planner must be good FROM T
The role of event planner must be good FROM T
HHE
E
SS
TART OF T
TART OF T
HHE EVENT TILL T
E EVENT TILL T
HHE END.
E END.
³
³
