Post on 21-Feb-2017
BEHIND THE TENTS AND BEERS
EVENT MANAGEMENT 101
TYPES OF EVENTSCORPORATE PRIVATE
• Conferences• Business Dinners• Tradeshows /
Fairs• Product
Launches• Seminars
• Team Building• Press
Conferences• Incentive Travel• Networking
Events• etc…
• Weddings• Anniversaries• Birthday Parties• Festival
Gatherings• Debuts
• Engagement Dinners
• Private Dinners• etc…
WHAT IS EVENT MANAGEMENT?Event: “An event is something that happens at a given place and time for a reason with someone or something involved.”
Management: “Management could be defined as the act of applying necessary skills in all business and all human resourceful activities to accomplish desired goals and objectives.”
“The process of creatively applying necessary professional skills in organizing a focused event for a target audience to achieved a desired objective."
EVENT MANAGEMENT ORGANIZATIONAL
STRUCTUREThe work involved in planning, organising and conducting a major event can be sufficiently great to require the recruitment of a large team of people. Members of the team may be involved on a full-time, part-time, contractor, casual and voluntary basis. At the head of the team is the event director whose job it is to keep everyone working together for a considerable period of time.
Even
t M
anag
erProgramme Coordinator
Entries, Program Direction, Floor Manager, Technical Directions,
Venue Coordinator
Venue Planning, Venue Bookings, Setup Team, Staging and Venue Decorations, Signages, etc
Technical and Logistics
Sounds and Lights Setup, Technical Program Flow, Safety and Maintenance, Transportation
Promotions Media Liaison, Publicity, Advertising, Promotional Activities, Media Kits, Press Conferences
Food and Hospitality
Guest Registrations, Guest Relations, Food and Catering, Marshalls, Reception of Dignitaries, etc.
Merchandising Coordinators
Sales Team, Hand-outs and give-aways, Product Placements, etc
EVENT PLANNING PROCESS
Successful events are not easy to organize. There are myriad arrangements to be made and checklists to be ticked before the big day; but the hard work doesn’t stop there. Every good event organizer knows that their work continues during and after the event to create a memorable brand experience that meets all their business objectives.
1. CREATING THE EVENT CONCEPT• Feasibility Study – Select and Event• Concept Development – Timing,
Skills?• Contextual Factors – Budget,
legalities, economic, socio-political, technological and environmental factors
• WHY – Define the purpose of the event
• WHO – Key markets, attendees, guests, VIPs
• WHERE – Location / Venue• WHEN – Timing and Duration• WHAT – Type / form of the event,
scale, key programs, creative elements and theme
SAM
PLE
MOO
D BO
ARDS
2. PRE-EVENT 1. Proposal2. Budget3. Venue / Site Selection and Design4. Production Schedules5. Speaker and Supplier Checklist6. Sponsorship
7. F&B Menu8. Guest list9. Risk Management10.Marketing11.Promotion
2.1 EVENT PROPOSAL
• AN EVENT PROPOSAL IS A WRITTEN CONTEXT OF OFFERING EVENT PLANNING AND MANAGEMENT SERVICES TO THE CUSTOMER ON A PARTICULAR EVENT. A PROPOSAL MAY INCLUDE SUGGESTIONS AND IDEAS TO MAKE AN EVENT OVERWHELMING. (EVENT PROPOSAL SAMPLE)
EVENT PROPOSAL CONTENT
1.Executive Summary2.Contents Sheet – Major section headings + details of any attachments3. Introduction4.The Concept
i. Description including broad outline timings for the actual eventii. Include floor / site plan to assist understanding
5. Meeting the requirements6. The Budget
i. Basis of Calculationsii. Income and Expendituresiii. Cash flowiv. Details of management fee structure and payment schedule
EVENT PROPOSAL CONTENT
7.Organization Structure for the Eventi. Includes outlines of major responsibilitiesii. Your company profile, references if applicable as attachmentsiii. Major suppliers and contractors may be required as well
8. Planning / Logisticsi. Outline to show that you can do it, not so much detail that the client can
take the plan and do it themselvesii. Risk Management plan is always requirediii. Include operational plans like transport, etc. (only when necessary)
9. Other plans, such as Sponsorships10.Conclusion and Evaluation plans
2.2 EVENT BUDGETIDENTIFY INCOME
• Ticket Sales• Sponsorships• Merchandising• Registration• In-Kind
IDENTIFY EXPENSES• Food and
Beverage• Administration• Wages and
Salaries• Venue
• Lights, Sounds, Visuals
• Staging• Graphic Designs• Printing• Decoration
• Entertainment• Marketing and
Promotion• Travel• Accommodation• Contingency
See Appendix 1 Sample Budget (CE)
2.3 VENUE, SITE SELECTION AND DESIGNS• Compatability with the event theme• Seating Arrangements• Sight obstruction i.e. pillars• Storage areas• Entrance and exits including freight
access• Stage area
• Equipment Available on site• Access Time• Power
See Appendix 2 Site Selection Checklist
ITEM A. DEVELOP A SITE SELECTION CHECKLIST
• Stage• Seating and Table Arrangement• Registration Area• Equipment Position e.g. Lighting and
Projections• Decoration Layout• F&B Stations
• Signs• Entry and exit including staffing
position
See Appendix 3 Layout Diagram
ITEM B. PREPARE A LAYOUT DIAGRAM
2.3 VENUE, SITE SELECTION AND DESIGNS
Sample Staging Designs
Sample Backdrop Designs
Sample Lighting Designs
Sample Table Setup
See Appendix 4 Ghantt Chart
2.4 PRODUCTION SCHEDULES
• WHAT IS GOING TO HAPPEN?
• WHEN WILL IT HAPPEN?• WHERE WILL IT HAPPEN?• WHO IS RESPONSIBLE?
• CONTROL AND MONITORING OF SCHEDULEEVENT REVIEW
MEETINGS TO CHECK PROGRESS
VS. SCHEDULESTATUS REPORTS
TO CHECK PROGRESS
VS. SCHEDULE
CHECKLISTDIRECT
OBSERVATION
2.5 SUPPLIERS AND SPEAKER CHECKLIST
SPEAKER• Send invitation• Get writing confirmation• CV and Photograph• Slide Presentation• Accommodation and Transportation
arrangement
SUPPLIERS• List of suppliers• List of requirements from each supplier• List of their roles and dates of setup• Audio/Visuals – projector, notebook, PA
system, microphone, lights, etc.• Photography – list of preferred photographers
and videographers
2.6 SPONSORSHIPWHY SHOULD COMPANIES SPONSOR?1. Gain access to target markets for
promotional messages2. Generate consumer awareness –
used to introduce or build a brand3. Positioning / re-positioning of
existing services/products4. Exclusivity – lock out their
competitors5. Demonstrate product attributes
SELLING SPONSORSHIPS1. Identify the decision makers in the
company you are approaching2. Try to obtain a personal interview to
discuss sponsorship3. Sell opportunities (access to market,
meet with VIPs)4. Provide a benefit package to meet
your sponsor’s needs5. Be creative, Be professional
See Appendix 5 Sample Sponsorship
See Appendix 6 Sponsorship Entitlements
2.7 / 2.8 F&B PLANS AND GUESTLIST
F&B MENU PLANNING GUESTLISTPrepare the
Guestlist
Send Invitation
Confirm Attendance
Check and Compare Menu
Food Tasting
Confirm the Menu
2.9 RISK MANAGEMENT
Identify the risk
Analyze and Evaluate the
risksIdentify Options
What can happen?
How Can it happen?
Create an action Plan
Treat the risks
Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.
2.10 MARKETING STRATEGYMarketing Strategy
Identify Target
Markets
Exhibitors Participants
Set Objectives
No. of Participants
(target)Gross and Net Profit
Segment Event
Markets
Geographic (local,
regional, international
)
Demographics (Age, Gender, Income)
Socio-Economic
(Education, Occupation)
APPLICATION OF MARKETING STRATEGY
1 . PROMOTION• Direct/electronic marketing i.e. direct mail,
electronic newsletter, web ads, sms blasts• Advertising – media releases, media kits, live
media crosses, media sponsors• Sales Promotion – e.g. cross promo with
sponsors,• Others – media partnership, etc.
2. PLACE (DISTRIBUTION)• Direct Distribution (phone, internet,
etc)• Indirect distribution – thru third
party providers (ticket sellers, distributors, etc)
2.11 PROMOTION
Prom
otio
n
Advertising
Publicity
Sales Promotion
Direct MarketingPersonal Selling
• Create or increase awareness of the event
• Create of enhance a positive image of the event
• Position the event relative to its competitors
• Inform target markets of the event
• Generate Demand• Remind target markets
3. EVENT DAY• Running Sheet will include;
What is to happen?When will it happen?Where will it happen?Who is responsible
• Logistic Checklist – Transportation, Stock, Layout, etc.• Contacts Checklist – Guests, VIPs, Vendors, Liaison officers,
Speakers, Participants and Public Authorities
4. POST EVENT
Event Evaluation
Process
Data Collection
Analysis
Reporting
Application
EVALUATION1.To determine the success of the event in
relation to its objective2.To enable feedback and improvement3.To report to stakeholders / clients4.To ensure the future and reputation of the
event5.To contribute to overall data on events
EVALUATION – WHAT TO MEASURE?
• Profile of attendees – age, organization, occupation, etc
• Budget – Estimates vs. Actual
• Transportation and Logistics
• Expectations vs. Satisfaction levels of attendees
• Suggestion for improvement
5. EVENT SHUTDOWNREPORTING
• Shutdown should be planned carefully as the other stages of the event
• Majority of thefts and accidents occur in the shutdown phase
• Checklist should be prepared
ACTIVITIES• Arrange storage or disposal of all event
signage, props and equipments• Settle all payments• Prepare the report of the event outcomes for
stakeholders and media on the outcome• Make recommendations for future refinements• Send ‘thank-you’ notes to all sponsors,
speakers, and stakeholders
THANK YOU.NORMAN H. IMBONG