Chapter 3 The Event Concept

HRTM 195 Events Management

Prepared by: Aireen Y. Clores

To Help With Your Audience Satisfaction

• Try these tips:– Research and Develop External Client

Relationships– Pay attention to the smallest details. (People

Notice)– Choose a direction to your event and attack

with passion• The event could be:

– Educational, Energizing, Enlightening, or Engaging

– Look for different things to make your audience standout• E.I. Personalize and Customize as much as

possible

Pre-event

11. Promotion

1. Proposal2. Budget3. Venue/ Site Selection and Design 4. Production Schedule5. Speaker & Supplier Checklist6. Sponsorship7. F & B Menu8. Guest list 9. Risk Management

10. Marketing

Pre Event1. Proposal

A plan or suggestion put forward for

consideration or discussion by others.

Pre Event1. Proposal Content

1. Executive Summary

2. Contents Sheet - Major section headings + details of any attachments

3. Introduction - Your approach

4. The Concept - Description including broad outline timings for the actual show- Include floor/ site plan to assist understanding (detailed plans are

in the Planning section or as attachments) - Include artist’s impressions if they add to understanding

Pre Event1. Proposal Content (cont’)

5. Meeting the Requirements - Answering specific questions or requirements posed by the client

6. The Budget - Basis of calculation - Income and expenditure - Cash Flow- Details of management fee structure and payment schedule (the fully detailed budget and cash flow could be an attachment)

7. Organizational Structure for the Event - Includes outline of major responsibilities - Your company profile, references if applicable, as attachment - Major contractor’s details may be required as well

Pre Event1. Proposal Content (cont’)

8. Planning/ Logistics - Outline to show you can do it, NOT so much detail that the client can take the plan and do it themselves.- Risk Management plan is usually required - Include other operational plans, such a Transport, ONLY IF THEY ARE DIRECTLY APPLICALE TO WINNING THE BID

9. Other Plans (Marketing, sponsorship etc) - ONLY include if they are part of the requirement, and then in strategic rather than detailed form

Pre Event1. Proposal Content (cont’)

10. Why Us? - Your major selling point for this event

11. Conclusion - A tidy summary of the major points which will sell

the proposal

12. Attachments - Factual – Budget, floor plans, company profile,

credentials - Supporting – Details of the location, tour options,

etc

Location, Location, Location

1 of the MOST IMPORTANT THINGS to consider when

planning an event!!!

Pre-Event2. Venue/ Site Selection & Design

Guidelines for Selection

1.Availability 2.Size of the event3.Layout and suitability 4.Stage, field of play or performance area 5.Transport and parking 6.Proximity to accommodation7.Services available e.g. F&B8.Technical support e.g. PA system, projector9.Cost

Other Things to consider when look at Location

• 4 main criteria:– Proximity

• Where the location of the event is in relation to its environment.

– Cost • How much will the location cost $$$ (site cost

included)

– Size• How much room do you need per person?

– Facilities• What else are we working with?

Little Things Have a Big Effect

• Make sure the event location matches the event theme.

• Outline everything you have and need before hand (Contracts)– Helps with organization

• Indoor or Outdoor decision• Type of safety hazards

– One way in one way out exits, etc. • Will there be signs available to identify your

event

• So you’ve got your location down so…what’s next…

KNOW YOUR VENUE

Venue

• Make sure Staging, Audio, and Lightening is accessible at your venue. – Having no power is no fun

• Be weary of Space and Time guidelines in the contract.

• Keep in mind the feeling you want to convey in relation to your venue.

• Know the smallest details– Carpeted or Not– Number of Columns in the room– Possible isle paths for entrance and exits– Event Design Angles

Transportation and Parking

• The event begins and ends with parking and transportation. – Transportation

• Make sure you take care of any special vehicles needed to transport participants.

– Parking• Get parking passes IN ADVANCE (if needed) • Is there going to VIP parking• Is the parking area will lit• Will media have special parking• Will sectional parking be avaliable.

THEME

• Things to consider– Time of year – Site – Name & Logos – Atmosphere – Lighting – Props – Party Favors

Invitations/Promotional Materials

• Save the date cards– Themed reminders about the event

• Make sure your invitation set the mode for the event– It’s the first time your audience see’s

or hears about your event• Determine whether the event be

– Invite only – General Admission

#1 CARDINAL RULE

NEVER RUN OUT OF FOOD

WARNING: This may cause a riot

• DECIDE IF THERE WILL BE FOOD AND BEVERAGES AT YOUR EVENT.

Food And Beverages

• Most venues will work with you when it comes to food in their venue.

• Make sure the food matches or adds to your event.

• If alcohol is being served make guidelines to ensure order.

• Make sure you are there for every step of the food and beverage process.

SO HOW MUCH IS THIS GOING TO COST YOU

Pre Event1. Budget

Indentify Expenditure

1. Food & Beverage

2. Administration

3. Wages & salaries

4. Venue

5. Lighting, sound & visual

6. Staging

7. Graphic design

8. Printing

9. Decoration

10. Entertainment

11. Marketing & Promotion

12. Travel

13. Accommodation

14. Contingency

Indentify Income

1.Ticket sales2.Sponsorship3.Merchandising4.Advertising 5.In-kind

Money

• Project a budget first– Preliminary budget frame your event

vision• NEVER MIX EVENT MONEY WITH

YOUR MONEY. – If you don’t have the money make it

work with what you have.

Things to consider

• Budget – How much are you going to spend.

• Kitchen space and location • Number of guest• Type of Event• Will there be Appetizer/Courses served • How will your food be served

– Self-service– Catering help

Event Budget

• Things to consider when creating your budget– Expenses

• Focus of the Event• Site Cost • Refreshments/Food• Programs• Promotion materials

– Income• Pre-sold/Day of tickets• Vendor spaces• Raffle tickets etc.

NOW THE MAIN EVENT

HELPFUL HINT: Show about one hour before the first person or group is suppose to be there just in cause

Event Day

• Running Sheets

Day of the Event Checklist

o Supplies Pick upo Venue Set-up o Prop pick-upo Furniture Placement/Removal (if needed)o Food Delivery (if needed)o Place any outside and/or outside Promotional

Materialso Copies of any contracts or written correspondenceo Be prepared to handle any last minute adjustments

o Back up plans, surplus items, etc.

Now That Your Event Is Over

WHAT NEXT???

Post Event

Evaluation

Shutdown and Reporting

CLEAN UP

• Clean up begins once the last dish is cleared.• At this time, you want to re-announce prize

winners to come pick up their prizes. • Also announce the ending of the meal.• Make sure to check every inch of the venue

and location while cleaning• Generally you want your venue and location to

look like it did when you first arrived. (at least)• Make sure all trash is taken to the negotiated

areas

Closing the Event

• Make sure procedures for securing any types of keys are made clear and followed.

• The event manager should be the last one to leave.

See Appendix 2 _ Site Inspection Checklist

Conduct a Site Inspection

Develop a checklist for Site Inspection: 1.Compatibility with event theme2.Seating arrangement 3.Sight obstruction e.g. pillars4.Storage areas5.Entrances & exits including freight access6.Stage area7.Equipment available on site8.Safety and security 9.Access time10.Power

See Appendix 3 _ Layout Diagram

Layout Diagram

Prepare a Layout diagram on:

1.Stage2.Seating and table arrangement3.Registration area4.Equipment positions e.g. lighting, projectors5.Decoration layout6.F & B station7.Signs 8.Entry and exit including staff position

Stage

Stage

Stage

Backdrop

Lighting

Lighting

Lighting

Lighting

Table Setting

Table Setting

Table Setting

Table Setting

Table Setting

Table Setting

Pre-Event3. Production Schedule

See Appendix 4 _ Sample of Gantt ChartSee Appendix 5 _ Sample of Production

Schedule

What is to happen

When will it happen

Where will it happen

Who is responsible

Gantt Charts/ Production Schedule

Control & Monitoring Production Schedule/ Gantt Charts

Event review meetings - to check progress against the schedule

Status reports – to check progress against schedule

Check lists

Direct observation

Pre-Event4. Speaker & Supplier Checklist

Speaker Checklist

1.Send invitation

2.Get writing confirmation

3.Biodata and photograph

4.Slide presentation

5.Accommodation & Transportation Arrangement

See Appendix 6 _ Sample of Supplier Checklist

Pre-Event4. Speaker & Supplier Checklist

Supplier Checklist

1.List of suppliers

2.List of requirements from every supplier

3.List of their roles and date to set up

4.i.e audio and visual – projector, notebook, PA system, microphone, cable

5.i.e photography – how many photographer you need, location of the photographer

Pre-Event5. Sponsorship

Why should companies sponsor?

1.Gain access to target markets for promotional messages

2.Generate consumer awareness – used to introduce or build a brand

3.Positioning/repositioning of the existing service/ product

4.Exclusivity – to lock out their competitors

5.Demonstrate product attributes

Before seeking sponsorship, we should decide whether:

1.Your stakeholders (members, participants) are likely to approve of commercial sponsorship

2.Your event has rights/ benefits of value to a potential sponsor, e.g. access to target markets

3.You have the human resources to sell and service sponsors, e.g. a good sales person

4.There are businesses/ organizations that you would be advised not to seek sponsorship from

Sponsorship Proposal

1.Overview of the event including mission/ goals, history, location, current and past sponsors, program duration, staff, past or anticipated level and predicted attendee profile

2.Sponsorship package on offer and its cost. This might range from naming rights or sole sponsorship to designated sponsorship categories

3.Strategic fit between the event and the needs of the organization

4.Duration of agreement, e.g. agreement for one year, optional for 3 years renewal

5.Contact details

Identifying Sponsors

1.Who has sponsored the event recently?

2.Research the sponsors of similar competitor events – who is in the market?

3.Examine what particular companies or products have a fit with your event

Selling Sponsorships

1.Identify the decision maker in the company that you are approaching

2.Try to obtain a personal interview to discuss the sponsorship

3.Sell opportunities (access to target market, capacity to meet with specific VIP’s)

4.Provide a benefit package (competitively priced) that will meet some of their marketing needs

5.Be creative in the form that your sponsorship proposal takes

6.Interact with potential sponsors in a professional way

Managing the relationship

1.Make sure that you keep in regular contact with your sponsor – manage the relationship

2.Discuss and agree with your sponsor on clear objectives and agreement

3.Reports achievements as part of negotiating for renewal of the sponsorship

Pre Event6. F & B Menu

Check and comparethe menu

Food Tasting

Confirm the menu

Pre Event7. Guest list

Prepare the Guest List

Send Invitation

Confirm the attendance

See Appendix 7 _ Sample of Guest Checklist

Pre Event8. Risk Management

Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.

Risk Management Process

Identify Risks Analyse & Evaluate

the Risks Identify Options

What can happen? How can it happen? Create an action plan

Treat the Risks

Pre Event 9. Marketing

Event Marketing is a matching process in which

the event producer seeks to understand andmeet the needs of their audience

Marketing Strategy

Is a planning for a promotion

PositioningIdentify target market

How attendees regard a specific event or other

events of a similar nature

MarketingStrategy

Identify Target Market

Set Objective

Segmenting Event

Markets

Exhibitors ParticipantsNo. of

ParticipantsGross & Net

Profit

Geographic:

Local

Regional

international

Demographic: Age Sex

income

Socio-economic: Education

occupation

Other:

Topic

Price

Marketing Strategy

Application of Marketing Strategy

1. Promotion

• Direct/ electronic marketing e.g. direct mail, electronic newsletters, web advertising, mobile phone – sms blast

• Advertising e.g. media releases, media kits, live media crosses (media sponsor)

• Sales Promotion e.g. cross promotions with sponsors

• Others e.g. partnerships with media/ other events

Application of Marketing Strategy

2. Place (Distribution)

• Direct e.g. through phone, internet

• Indirect e.g. distribution through associations, banks, telecommunications service centres, flyer distributors etc

Pre-Event10. Promotion

•Create or increase awareness of the event

•Create or enhance a positive image of the event

•Position the event relative to its competitors

•Inform target market(s) of the event

•Generate demand for the event

•Remind target markets of the event details

Promotion

Promotion

Advertising Publicity Sales Promotion Direct Marketing Personal Selling

Promotion1. Advertising

• Is any form of non-personal promotion paid for by the event organization using various media

• Choose the words and images to achieve the promotion objective • Choose the most effective medium in which to transmit the message • i.e. poster, advertisement in newspaper and television

Promotion 2. Publicity

• Includes all activities that the event uses to communicate with their target market in which the medium is NOT DIRECTLY PAID for.

• i.e. newsworthy events, interest to the medium’s readers

Promotion3. Sales Promotion

• Use incentives or discounts to increase sales• i.e. discount for group registration and sponsors to

register their staff or customers• i.e. registrants for the conference may enjoy the

facilities in Penang Swimming Club for one year

Promotion 4. Direct Marketing

• Communicating directly with the target market • i.e. mail, telephone, fax or internet• It generally uses a mailing list which has been obtained

from previous events

Promotion 5. Personal Selling

• Communicating directly with the target market• i.e. face to face sales, incentives for the seller (if

they get 10 registrants, they have one free seat)

Event DayRunning Sheet

Running Sheet must state the following:• What is to happen • When will it happen• Where will it happen• Who is responsible

See Appendix 8 _ Sample of Running Sheet

Event DayChecklists

Logistic Checklist- Transportation, Stock, Layout, Furniture

Contacts Checklist– Guests, VIPs, Vendors, Liaison Officers, Speakers,

Participants, Public Authorities

Post Event1. Evaluation

Why Evaluate Events?

1. To determine the success of the event in relation to its objectives

2. To enable feedback and improvement

3. To report to stakeholders

4. To ensure the future and reputation of the event

5. To contribute to overall data on events

Event Evaluation Process

Event Evaluation

Process

Data Collection

Analysis Reporting Application

What to measure

• Profile of attendees – age, organization, occupation, whether they came individually or in groups

• Transport or parking statistic• Their expectations and satisfaction levels• Their suggestions for improvement• How they heard about the event – this is

important for your future marketing strategy planning

Post Event 2. Shutdown and Reporting

• Shutdown should be planned as carefully as other stages of an events

• The majority of accidents and thefts occur in the shutdown phase of an event

• Checklists should be prepared for each shutdown area• Shutdown activities normally take place in reverse order to bump-in

and set up

Shutdown Activities

1. Arrange storage or disposal of all event signage, props and equipments

2. Settle all the payments and prepare an actual account

3. Prepare a full report on the event outcomes and report to all key stakeholders and media on the outcomes and achievements of the event

4. Make recommendations for future refinements and improvements to the event

5. Thank all sponsors, speakers and stakeholders for their support of the event (send thank you letters)

Thank you