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

Event Management & Marketing
Setting the Tone
The Spirit of Events in Pictures
7/18/2015
7/18/2015
Introduction & Perspective
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Event management, the most
profound form of advertising and
strategic marketing tool, is a
glamorous and thrilling profession
In the last 10 to 15 years, there has
been enormous growth in the event
management industry. Event
management is generally outsourced
Almost 500 billion US dollars (USD) are
spent annually on planned events
around the world
To arrange events for a small group of
people or huge events with around
1lakh people attending
Immense work pressures, long hours
of work quite often outside regular
business hours, are all part and parcel
of achieving a rewarding outcome in
this field.
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The event management sector in the
country has been in the forefront of
everybody’s focus with the growing
importance of marketing
communication
Event management Industry referred
to as ‘Live Entertainment’ is a fast
growing and rapidly evolving industry
More than 2000 companies have
forayed into events. The early 90s has
seen events spend at a mere 20
crores but now it has increased to
over 2000 crores.
But surprisingly, research showed that
there was no formalized education to
teach event management
Today it is much more professional
and more organized sector than a
decade ago.
Some Number Crunching
Current Size-9 billion
Projected Size-19 billion
by 2010
CAGR-18%
Source-FICCI and PWC Report
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The 4 “Avatars” of Events
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Leisure events e.g. leisure
sport, music, recreations
Leisure
Events
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Cultural events e.g.
ceremonial, religious, art,
heritage, and folklore
Corporate
Events
Events
Cultural
Events
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Personal events e.g.
weddings, birthdays,
anniversaries
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Personal
Events
Corporate events e.g.
commercial, political,
charitable, sales, product
launch
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Lets Define Events
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Event or Experiential marketing
is an interactive two-way
marketing communications tool,
which aims to bring brands to life
and communicate complex brand
messages through interactive
sensory experiences that should
excite and engage the customer
(or)
An event is a live-multimedia package
carried out with a preconceived
concept, customized or modified to
achieve the clients objectives of
reaching out and suitably influencing
the sharply defined, specially gathered
target audience by providing a
complete sensual experience and an
avenue for two-way interaction
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Events
Reach
Point
Blank
Comm.
Live Talk
with
Live
TG
Creates
I luv
u
Lets define Event
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Event can be described as a
public assembly for the purpose of
celebration, education, marketing
or reunion. Events can be classified
on the basis of their size, type and
context. An event can be:
Social / life – cycle event like
Birthday party, Graduation
day, Bachelor's party,
Engagement, Wedding,
Anniversary, Retirement day,
Funeral etc
Education and career event
like education fair, job fair,
workshop, seminar, debate,
contest, competition etc.
Sports event like Olympics,
world cup, Marathon,
Wimbledon, Wrestling
matches etc
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Entertainment event like
Music concerts, Fairs,
Festivals, Fashion shows,
Award functions, Celebrity
nights, Beauty Peagents,
Flash mob, Jewellery shows,
Stage shows etc
Political event like Political
procession, Demonstration,
Rally, Political Functions etc
Corporate event like MICE
(Meetings, Incentives,
Conferences, Exhibitions),
product launches, road
shows, buyer-seller meet etc.
Religious event like Religious
festivals / Fairs, Religious
Procession, Katha, Pravachan,
Diwali fair, Dusherra fair etc.
Fund raising/ Cause related
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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Lets Define Event Marketing
 Canvassing the event,
understanding the TG, brand
character, values, positioning, to
have a perfect blend with brands
personality.
 Tag Heur inauguration by SRK
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CEO Speak
Events are specialized
and
Demand special skills to
produce
the show.
•EM is all about whacky
ideas
•There should always be
back up
CEO SPEAK
In EM, one can focus at:
•Creative side
•Marketing Side
•Production and
•Technical side
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Salaries range from
10k-20k
in the
first year and go up to
50-75k in 3 years
In Mktg or Production
Areas
EM teaches to plan
and coordinate with lot
Of vendors ,networking
& calling the shots
5 C’s Of Events
CONCEPTUALIZATION-(Initial to final)
COSTING
CANVASSING
CUSTOMISATION
CARRY-OUT TO THE EVENT
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A Peep Into an EMC’s Services
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Promote and produce
international and domestic
concerts
Provide staging ,lightning, sound
for concerts
Production services, including
stage magmt and event
management
Own and operate state of the art
50 watt yag laser with four
remote head and fiber optic
cables
Provide dedicated EM services to
corporate sponsors
Creative integration of sponsor
branding and entitlements on
events
Production of TV specials
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Coordinate ads, publicity and PR
actually for events
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Design, development and
manufacture of quality
merchandising
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Secure relevant permission and
licenses for events
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Management of travel, freight
movement and hospitality
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Source and provide audio and
video recording facilities including
crew
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Extensive networking
Dissection of 5 C’s
Initial
Conceptualization
Creative Idea
Costing
Final
ROI
Ambience
Production
Cost
Carry outEVENT
Canvassing
Sponsors/
Customers
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Customization
Networking
Partners
Tweaking to
objectives
Brand
Personality
Why Events?
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Proliferation of media
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Traditional ways are moving from growth
to maturity stage
Image
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Cut throat competition-JND
Building
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EM is though in nascent stage but
graduating to as strategic marketing tool
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Enhances the sensory
experience
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Reinforces brand image
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Increases mileage
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Bring lot of impetus to IMC
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Brings lot of exclusivity
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Creating
Awareness
Creating &
Maintaining
brand
Identity
Rejuvenate
Brands in
PLC
Market
research
Events
Helps In
Brand
Building
Blend of
Personality
Of client and
TG
Relationship
Building
Repositioning
Intimate
Of Brands
Enhancements
Why Events?
By
Breaking the
clutter
Helps
To focus
The Target
Market
Helps to
implement
Marketing Plan
By authentic test
marketing
Increasing
customer
Traffic in stores
Enabling sales
promotions
Enabling
relationship
And PR
Sales team
motivation
By encouraging
Two
way
communication
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Instant publicity
and sales
Recruitment
Of sales rep
And distributors
What we will discuss today??
 6 Key elements of events
 Dissection of the elements
 Case studies-Food for thought
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6 Key Elements of Events
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Lets Dissect themEvent
Infrastructure
Core
ConceptThe Root
Core people-
Performers,
actors,
influencers
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Core talentPerformer
exhibits
Core
StructureThe
organization
hierarchy
Target GroupTarget
The heart beat
Group-The heart
Beat
Lets Dissect Them-
Client
Target
Clients
ObjectivesWhy
IntrospectionRight event??
Event
OrganizersWE
Background Check and
Negotiations
Merchandising and location Points
Preparation and Post Event Follow-up
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Market
Research
My category
-Core
Strength &
Team
Lets Dissect It-Media
Pre-event
During
The
Event
Post
Event
 Event specific
communication
to inform and
engage the TG
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Media
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Paid
Media
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Barter-Media
Company as
sponsor
Pre-Event-Press
release, Conference
During the event-Live
coverage, Testimonials
Post Event-Press
Conference,Testimonials,
talkshows, interviews
etc
Lets Dissect It-VENUE
 Kanteerva stadium,Eden
gardens,IFIM
Auditorium,Rangashanka
ra,wonderla,Lords,MCG etc
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A desired location
with the required
audience
capacity and available
for specific time
period where the
event concept shall be
carried out
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Availability
Logistics
And supply
chain
History
Few
Factors
While
Selecting
VENUE
Capacity
Fees
CategoryMusic,
Fairs
Accessibility
Lets Dissect it-Venue Types
 Two types of
Venues In-House-Any event
executed within the
premise and has a
ownership (home,
conference rooms etc)
 External-Venues which
are beyond the
ownership rights of
client or event
organiser(stadium)
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National
Stadium
Shooting
Range
Hall
National
Aquatics
Centre
Venues of
Beijing
Olympics
Green’s
Tennis
Court
National
Indoor
Stadium
University
Gym
Thanks
You have great Weekend !!!!!!!!!!!