Transcript Welcome to one of the oldest Profession in the world called-

Event Management
The Production of an Event
Lets define Event Management
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Encompasses all activities involved in planning, organizing, staffing,
leading and evaluating an event, venue selection, stage
design,infrastrutre,laison with
artists,performers,networking,advertising,PR ,tickets sales etc
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IPL, Femina Miss India, Freshers Day etc
A lot can go wrong in the world of event management. But what's cool is that you get to manage it all and
set it right! Event managers conceptualize and execute events from start to finish
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EM-Its characteristics
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Complex interaction of
Large number of
people with different
skills and roles
Decisions making
situations
Critical C-C-A-Fit
execution
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Event manager’s role is
to have a physical
manifestation of the
above said fit
Marketing is making
promises and EM is
commitment and
delivery of the promise
Activities in EM
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Post the conversion of a prospect into a client, the
flow is divided into 3 sections-
Activities in EM
Pre-event activities
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During-event activities
Post-event activities
Lets understand Pre-Event
VIP Setting ,
Final audit,
check
ProductionFinals
Artworks
,Print,
Radio, TV,
logistics,hotels,
Air, TAX,
OCTROI,
Technical
aspects,
Materials,
safety
aspects
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Briefing
the
Ad agency
External
Agencies to
Be consulted
(archs,engg.)
Cash flow
and
Budget with
FM
Pre-event
activities
Objectives,
Responsibilities
Legalities,
Contracts,
penalty
Clauses,
agreements
And
Deadlines
(Gantt chart)
Liaison with
All dept,
Clients on
daily
basis
During and Post event
Dismantling
Settling of bills
During event
activity
Thanking
gestures
Feedback
And
corrections
Post
Event
Morale and
encouragement.
Team work,
Leadership
Aspects,
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Surveillance,
Checks,
Monitoring,
Liaison
With client
and enjoying
the show
Event Job Profile
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C. Krishniah Chetty & Sons Pvt. Ltd. is a renowned
Jewellery Retail Company with a legacy of 140
years.
Its clientele includes the hoi polloi of Bangalore,
Karnataka and Jewellery connossieurs from across
the globe. Very customer centric and is reputed for
high ethics, morals & enjoying a leadership position
in the industry You are welcome to join a truly global
workforce, with a team which is trained and
experienced to be a benchmark in the platform they
operate.
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Job Description• Event manager is responsible for
planning & organizing events and/or meetings for
the Organisation.• Rolling out the marketing plan for
reachout programmes & events.• Works with
company directors in coordinating an overall
marketing strategy and will supervise the creation of
marketing material for events.• Event Manager will
have to plan and publicise the events to bring the
right people to the right place, at the right time.
• The event's success rests on the shoulders of the
Event Manager. Every
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detail, including planning, budget and setting up a publicity
campaign, right through to creating the all important 'wow
factor' is left in your capable hands.
• It is a varied role with three main areas - marketing, operations
and sales.• Every project is different and can offer new
opportunities, meeting new people and showing everyone what
you can achieve.
• It's important to show you're capable of managing a variety of
occasions, bringing in new business and creating successful
events that meet client needs.
Desired Profile • Be able to establish productive relationships
with people at all levels.
• Be commercially aware and customer-focused .
• Have excellent time management and organisational skills .
• Be enthusiastic, self-motivated and outgoing .
• Have good communication and presentation skills.
• Be able to gather and interpret information for business
research.
• Have a positive and adaptable approach to problem solving.
• Be innovative and creative to distinguish your event from the
competition. • Have knowledge of sales & marketing.
• Be able to work as part of a team. • Possess an eye for detail.
Experience5 - 10 Years Industry TypeGems &
JewelleryFunctional Area Marketing, Advertising, MR,
PREducationUG - Any Graduate - Any Specialization,
Graduation Not Required
PG - MBA/PGDM - Any Specialization
LocationBengaluru/Bangalore Keywords Events , Programmes ,
Exhibitions , Reach outs , Marketing , Branding , Shows.
Lets dig deeper
Planning
Staffing
Controlling
EM
Weapons
EMIS
Organizing
Leading &
Coordination
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A closer look
Optimize Resource
utilization (Travel,
Audio,catering,floor plan,
F&B, logistics, labor,
photography, speakers, stage
Helps in
risk-rating
Planning
Micro level
FunctionCreative,
prod,
Technical etc
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Ensures
Synergy and
DM (ticketed,
Non-ticketed
Partially ticketed)
A closer look
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OrganizingMaking
The event happen
Within the
constraints
Of planning
Description of
activities
Involved
(GANTT chart)
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Contacting all
the key
People-performers,
Standby
arrangements,
,Govt, approvals,
And softer issues
Like PR, media
etc
A thread which
binds
The promise
To commitment
StaffingTeam structure,
Expertise, experience of the
team, roles and
responsibilities on the
function heads is key to
event success. Marketing,
production, coordinator,
skilled and unskilled labor
coordination is the secret of
staffing
A closer look
Leading the coordination
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Coordinators with hands on
leadership skills
Constant motivation and
push
Great communication skills
and loads of patience
Carrot and stick approach
with fine balance
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Controlling
 Evaluation and
correction of deviation
is the gist of controlling
 Controlling helps to
ensure conformity to
original plans
A closer look
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EMIS, helps greater
control over information
On the status of the
event at the real time
It acts as an
opportunity generator
It creates lot of equity
and trust with the client
in the longer run
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General info-
Payment
Records and
method
Event category
ID,Variation ID,
Start time, end
time,
Brief,
Staffing etc
Event attendeesFirst/last name
Title/company
Name,URL
EMIS
Event
Registration
details
Event pricingAll about fees
Employees
And staff
associated
Strategic Marketing Plan (SMP)
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A yardstick to analyze the
market
To evaluate internal and
external realities
It involves a healthy mix and
top management serious
involvement on mission,
objectives, scope of business,
opportunities, future
growth,aims,goals etc
SMP is a connection between
the event agency and the
environment
SMP is a soul searching
process
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SMP-A consulting vision for
event agencies to dig deeper
into the future in understanding
the trends to generate creative
and proactive alternatives for a
sustained growth
A SMP should be-
Simple-Precise-RealisticFlexible-executable
SMP is always iterative and
flexible in nature
SMP’s mantra is simpleWhat iam and where I want
to go
Hierarchy of Plans in EMC
Corporate Mission
Business Plan
Marketing Plan
Individual Event Plan
(Performance, Objectives ,tactics)
Implementation and Review Plan
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Setting Marketing Objectives
Elements
Examples of Marketing Obj.
Profitability
Min 20-30% margin on every event
Pricing
Premium yet value add
Market share
Around 25-20% in value in next 2-3 yrs.
Be in the top 5
Logistics
On time every time
PR/Media
Good brand recall and move fast in the
consideration set
People
People’s company. Friendly HR
policies. Rubber Band principle
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Environmental Assessment
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Identification of
strengths and
weakness gives a
better understanding of
internal factors
Opportunities and
threats analysis gives a
scope of influencing
activities not within our
direct control
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Strengths
Weakness
Opportunities Threats
Competitive Assessment (CA)& Ambush
Marketing
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New entrants
Ethical
practice
Getting
eroded
Economy of
scale
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What is
CA
Bargaining
Powers of
vendors
Pricing
advantage
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Ambush/Parasitic
MarketingA marketing activity which is
not directly involved in the
activity but robbing the vital
benefits from the event and
client behind it.Ex-Nothing
official about it from Pepsi on
coca-cola.
EMC need to be very active to
dispel any competitive moves
on the client.
Gaining Competitive Advantage (CA)
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Understanding the extent the
event firm have a better quality
vis-à-vis competitor
People’s experience and
expertise can give a quantum
leap as advantage
Degree of attention and care
taken in servicing the client
can be a crucial CA even you
grow without loosing the sight
CA is also about assessing the
competitive environment to
augment growth of competition
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CA also encompasses the
threat of substitution
CA is also about assessing
the bargaining power of
clients/competitors
CA is also about studying the
trends
Business Potential Assessment (BPA)
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BPA is the linkage b/w
internal business
strengths of the EMC
versus the external
market attractiveness to
identify trends
ROI
Seasonality
Profitability
(12% is
Dictat in
The
industry)
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Required
InvestmentHow much
To invest
Birth of
Competition
(Free
Lancers)
Risk
Market
Attractive-ness
PriceSeasonality
Market
Size
(19 bilion)
Market
Growth
(event/agency
/ client/6-12
months is good)
Business Strengths
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Business
strengths
ReachOnly
Only
regional
l or national
Or
\ international
Tie-ups
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Logistics
&
Sourcing
power
My current
Market
ShareIs it up or
declining
Selling power- Innovation
and
My influence/
thus
Equity
generated
Able to
In the
create
market
JND
An inside-outside
approach. An internal
look