Post on 14-Apr-2017
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Principles of Event management
UNIT – 1INTRODUCTION
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Features of events• Uniqueness• Intangibility• Ambience and service• Labour-intensiveness• Perishability• Rituals and ceremony• Personal contact and interaction• Fixed time scale
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Purpose of organizing an event
• Brand building• Focusing the target market• Implementation of marketing plan
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Focusing target market
• Identifying and focusing the target market• Helping in avoidance of clutter• Enabling interactive mode of communication
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Features of Event Management• Creative process• Object oriented• Planning and control• Deals with all types of event
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Process of event managementSelecting an event
Deciding the venue
Material management
delegation
communicating with media
event marketing
office management
Event day management
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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PEOPLE INVOLVED IN EVENT MANAGEMENT
• Decision makers• Event manager• Technical Staff
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 management
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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EVENT MANAGERQualities 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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Developing Record Keeping Systems
• Contact Sheet• Responsibility Chart • Action Sheets• Work Package• Checklists• Run Sheets
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Steps involved in analysis of event
Establishing tangible objectives
Measuring performance
Correcting deviations
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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Critical analysis points in eventsFROM 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)
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MANU H NATESHDEPARTMENT OF COMMERCE AND MANAGEMENTBMS Evening College of Arts and Commerce manu@bmsec.ac.in
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in