Event Management
Unit I: [Event and Event Management]
1. Event: Definition and Types
2. Event as a Communication and Marketing tool
3. Event Management: Definition and Elements
4. 5C’s of Event Management
Unit II: [Event Management Organisation]
1. Organisational Structure of an Event Management company
2. Event Management Personnel: Role and Responsibility
3. Account Planners and Liaisoning
4. Business Operations and Accounting
Unit III: [Event Management Process]
1. Event Proposal Planning: Licenses, Permissions and Legalities
2. Event Budget, Covering Cost and Methods of Revenue Generation
3. Event Promotion: Tools and Media Coordination
4. Risk Management and Insurance
Unit IV: [Evaluation, Assessment & Trends]
1. Evaluation and Impact Assessment: Concept, Techniques and Application
2. Monitoring and Controlling the Event
3. Emerging Trends in Event Management
4. Careers in Event Management
UNIT 1
TOPIC 1: Event Definition and Types
Today, events are central to our culture as perhaps never before. Increases in leisure time and
discretionary spending have led to a proliferation of public events, celebrations and entertainment.
Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Corporations and businesses embrace events as key elements in their marketing strategies and image promotion. The enthusiasm of community groups and individuals for their own interests and passions gives rise to a marvellous array of events on almost every subject and theme imaginable.
The dictionary defines an event as ‘anything that happens, as distinguished from anything
that exists’ or ‘an occurrence, especially one of great importance’.
Events are happenings, often used to suggest that what happened was on an unusual scale, Memorable etc. Most of us participate in events but managing the events are the difficult task to achieve its objective.
Authors such as Goldblatt (2005) have chosen to highlight the celebratory aspect of events: ‘A special event recognizes a unique moment in time with ceremony and ritual to satisfy specific needs’. Getz (2005), in referring to the experience that participants have, stated: ‘To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.’According to marketing guru Philips Kotler, event is an occurrence designed to communicate a particular message to a target audience.
Classification of Events
Event can be described as a public assembly for the purpose of celebration, education,
marketing or reunion. Events can be classified on their size, type and context. An event can be:
The event industry segment can be divided into several key sub segments that include corporate events, competitions and decorations, cultural events, sports events, festivals and celebrations, personal and social events. Classification of events can be done on the basis of size and type as shown in the following selections.
A. Size of Events
Organizing an event mostly is the focused responsibility of Public relation, though it is never
possible for any one person to make it happen. In the marketing area of a company, the
responsibility is assigned to the personnel in-charge of the regional operations, with the head
office Public Relation providing the concept, Plan, and other support to carry out the
exercise. The personal at the regional level hold sufficient infrastructure and means to
execute the plan, thereby carry out the promotional work. It is naturally logical for an
organization to keep the spotlight on the region. In terms of size, events may be categorized
as follows:
1. Mega Events
The largest events are called mega events which are generally targeting International markets. The Olympic Games, world cup soccer etc are some of the best examples of a mega event. Another example of Mega Event can be best example that of the Maha Kumba Mela, the largest religious gathering in history. During the 2001 event, approximately 70 million Hindu pilgrims converged on the Ganges and Yamuna Rivers in Allahabad, India for sacred bathing rituals that devotees believe will purify and break the cycle of reincarnation. The gathering takes place every 12 years. The 2001 Festival, described as the “Greatest show on earth” was arguable the largest gathering of humanity ever for a single event.
2. Regional Events
Regional events are designed to increase the appeal of a specific tourism destination or region. FAN fair, the world’s biggest country music festival, held annually in Nashville, Tennessee, the Kent yucky Derby, Jaisalmer Desert Festival are all example of tourist destinations achieving market positioning for both domestic and international tourism markets though their annual events.
3. Minor Events
Most events fall in to this last category and it is here that most event managers gain their experience. Almost every town, city, states, country host annual events. In the category of agricultural fairs and expos, there is literally thousands of country, state. In addition to annual events there are many one time events including historical cultural musical and dance performances. Meetings, party celebrations, conventions, award ceremonies, exhibition sporting events and many other community and social events fit in this category.
B. Variety of Events
i) Social / life – cycle event like Birthday party, Hen/Stag party, Graduation day, Bachelor's
party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc. Personal events like birthday and wedding events are organized in a big way. Since these personal events are organized throughout the year, the event management organizations are entering in the zone of personal events to gain the regular revenue. Weddings are sole events on which families, save and spend on. The wedding industry is estimated approximately Rs. 75,000crore, and growing at the rate of 25 percent every year. Today’s weddings are grand; they are spread out several days and start with the engagement. Then come the cocktail parties, stag parties, sangeet and mehandi ceremonies. The event management organization brings together offering trousseaux and bridal wear, jewellery and decor, caterers etc
ii) Education and career event like education fair, job fair, workshop, seminar, debate,
contest, competition etc.
iii) Sports event like Olympics, world cup, Marathon, Wimbledon, Wrestling matches etc
Mega sports events like Olympic, Asian games, Football & Cricket world cup games need massive event planning and implementation. These games are attracting more crowds which pose a big challenge to the event organizer. Since the mega sports events are attracting participants from all over the world at a time in one city, the organizer must provide proper accommodation, information, health care, security etc.
iv) Entertainment event like Music concerts, Fairs, Festivals, Fashion shows, Award
functions, Celebrity nights, Beauty Pea gents, Flash mob, Jewellery shows, Stage shows etc
In today’s time this type of events are gaining popularity. Entertainment events are well
known for their ability to attract large audience, they are helpful in generating large revenue
through ticket sell. Eg: musical concerts, exhibitions, etc. The cultural events include religious events, classical dance and music, art, heritage, exhibition, folklore, college cultural events, etc. Indian classical dance and music are becoming increasingly popular with the NRIs and foreign audiences. The college cultural events are held in thecollege campus. The college events include dance, music, inter/intra college competition etc.
v) Political event like Political procession, Demonstration, Rally, Political Functions etc
vi) Corporate event like MICE (Meetings, Incentives, Conferences, Exhibitions), product
launches, road shows, buyer-seller meet etc.
vii) Religious event like Religious festivals / Fairs, Religious Procession, Katha, Pravachan,
Diwali fair, Dusherra fair etc.
Almost all religions are organising special events for their devotees which attract massive crowds. The festival like Kumbh Mela, Tirupati Wedding, and Orissa Puri Jagannath temple festival need immense planning and implementation.
viii) Fund raising/ Cause related event
Any event can be turned into a fund raising or cause related event. E.g.: - auctions
Collection and dispersal of funds for a social welfare and creating awareness for a worthy cause. They are generally conducted in the form of music concerts, cricket matches, award ceremony etc. They helps not only creating awareness but also helps in rising funds for charity. The charitable trust and NGOs are organizing more events to create social awareness & health awareness. These events include AIDS campaign, traffic rules, blood donation awareness, free health check up, etc.
Cultural Events:
In today’s time this type of events are gaining popularity. Entertainment events are well
known for their ability to attract large audience, they are helpful in generating large revenue
through ticket sell. Eg: musical concerts, exhibitions, etc.
en organizing dance, music, cultural events and
heritage exhibition to attract tourism.
Commercial Marketing & Promotional Events:
Promotional events have high budget and they are generally high profile events. The aim of
promotional event is generally to differentiate the product from competitors and to ensure
that it should be memorable. The media are generally invited to these events. promotional
events include road sows, free trial of product campaign, free service events, outdoor
demonstration, distributing pamphlet and bit notice, data collection, market research etc.
TOPIC 2: Event as a Communication and Marketing tool
Event Marketing is marketing through events, where marketing is seen as central and the event is considered the actual marketing tool. It as an attempt of focusing on a target group and involve high contact intensity. It turns a message into an event that can be experienced by the audience.
Definition: “Event marketing is an attempt to co-ordinate the communication around a created or sponsored event. In event marketing the event is an activity that gathers the target group in time and space; a meeting in which an experience is created and a message communicated”.
Event marketing, according to Advertising Age, is now an intrinsic part of any marketing plan. Along with advertising, public relations, promotions, events serve to create awareness and persuade prospects to purchase goods and services.
However, the range of events used for marketing communication appears to be growing rapidly as does the proportion of communications budget being spent on them. The wide variety of types of promotional event available means that they can create a range of benefits within the communications mix that cannot easily be achieved as cost effectively elsewhere. Events can be used to create new relationships or to develop further relationships in order to retain existing customers
Event helps as a marketing and communication tool in the following manner.
Helps in communicating brand message: by organising or associating with the event, targeted at particular group it becomes possible for a brand to stand out. In a world filled with competing promotional messages, events offer the opportunity to create a protected, clutter-free environment in which to deliver a single brand message. This makes the message far more memorable and if it has been delivered in a unique, creative and entertaining manner then the participants are likely to develop a preference for the brand and ultimately a change in purchase behaviour.
Presentation of brand description to highlight the added features of product or services: to convey the product feature, various modes of communication are used to convince the potential customers. Special service camps, exhibitions are perfect events that provide opportunity for client to reach the target audience.Thus events help in presentation of brand description for highlighting the special added feature of the product.
Audience Targeting: The precise targeting opportunities offered by promotional events make them a highly effective communications tool. This type of event audience tends to be targeted through grouping people according to their values, enjoyment, personality type and social group rather than simple demographic and geographic characteristics. This makes the targeting more meaningful and creates groups that have a resonance with the brand.
Creating and maintaining brand identity: Events helps in achieving the goal of particular brand and thus can create a brand identity. Events are used as marketing communication tool where a particular brands to sponsor , cultural and local events as well as use promotional schemes along with trade partner.
Enabling interactive mode of communication: One of the main benefits is the ability of an event to get a small group of people together in a controlled environment. This makes them ideal for relationship building due to the level and intensity of interaction and personalization that is possible. Events can be used to create new relationships or to develop further relationships in order to retain existing customers
Direct Feedback: Events provide participants with the opportunity to interact with the brand creating an ‘all senses’ tangible experience rather than simply a visual or aural contact.This tangibility, created through sampling, testing and interaction, has a higher impact on the audience and also reduces the risk associated with a purchase.
Enabling authentic test marketing: Bring the target audience together by creating opportunity for marketing test of the product for an authentic feedback through this , the seller can identify the trails success and other characteristics about the target audience in order to communicate in a better way.
Generate instant publicity: A final advantage is the ability of promotional events to reach an audience which is far wider than those who attend or participate. This is achieved directly through the event via publicity generation and word of mouth and also through the integration of other communication methods. Creative events are an ideal way of seeding a word of mouth viral campaign and therefore creating an anticipatory buzz.
Generate immediate sales: most of the events display their products for sale, it is a process of direct marketing. in event generally highly defined target audience takes place, so its a good platform for the client to directly deal with customers.
TOPIC 3: Event Management-Definition and Elements
Today, events are central to our culture as perhaps never before. Increases in leisure time and
discretionary spending have led to a proliferation of public events, celebrations and entertainment.
Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Corporations and businesses embrace events as key elements in their marketing strategies and image promotion. The enthusiasm of community groups and individuals for their own interests and passions gives rise to a marvellous array of events on almost every subject and theme imaginable.
Event management is "the process of creatively applying necessary professional skills in organizing a focused event for a target audience to achieve a desired objective." Event management is a powerful blend of creative and technical skills, essential for the creation and delivery of any live experience (be that a wedding, festival, private party, sporting event, conference or meeting).
ELEMENTS:
No event can be successfully completed without interaction and inputs from the key elements of events, they are:
1. Purpose/Objective
Event purpose defines the objectives clearly and precisely. In planning an event it is important to understand why the event is being held, who it is for and who it will benefit. Having a clear focus and defined objectives will help direct the planning process.
2. Event Organizers
Event organizers design & execute all activities concerning an event. An event organizing team is structured . There is usually more than one person involved in organising an event. In many cases it is useful to establish an organising committee and clearly assign roles and responsibilities to committee members. There should be an event manager appointed who has overall control of the event and is ultimately responsible for the major decisions and directions of the committee
The need for event organizers increasing day by day:-
Dealing with legal hassles such as permissions to be taken from govt. agencies require lot of patience & hard work.
Networking with media, facility providers & suppliers is energy sapping work to say the least.
The immense amount of experience & expertise in organizing specific events that the client may never have, also weighed heavily in favor of professional event organizer.
The event business requires physical presence of various professionals and running around is a routine affair in this field. The client employee may not appreciate
3. Target Audience
Target audience is the customer groups who form the focus of events. The actual event design
varies with the demographic profile of the target audience as well as the number of targeted
audience. It is from these criteria that the event gets its image and budget. Whether the event
would be a mega-event or theme parties, which artist would perform or where the event is to
be held etc. primarily depend on the target audience.
Therefore, starting from the initial conceptualization to the carrying out of the event the entire
process cognizably takes into consideration the characteristics and the behaviour of the target
customer groups. Every marketing activity is essentially customer based. Depending on the
clients’ marketing requirements, event organisers decide the audience to be targeted.
4. Venue
A Venue is the site at a desired location with the required audience capacity and available for a specific time where the event concept is carried out. With regard to location, there are many variables to consider, including the availability of facilities, accommodation, transport, and the support of local stakeholders.The amount of time that the venue is required for completion of the pre & Post event activities i.e. infrastructure involved.
In house Venue– Any event that is executed within the premises of the company or institution or in private homes or properties belonging to the client is called an in house venue.
Out House Venue – Any venue which is neither the client nor the professional event organizer have any ownership rights is called an external Venue.
5. Timing
To determine the right timing, there are many factors to be considered, such as the days of a week, months of a year, holidays or other events in the calendar, type of event, location and many local factors.When considering the best time to hold an event, it is important to consider other events that may complement or compete with the event you are organising.
6. Clients
Clients are the people or organizations who act as sponsors at any event. They sponsor the
events because they use events as a more effective marketing communication tool to create
for themselves a desired position in the minds of the target audience. They provide funds that
either fully or partially subsidies an event to make it affordable for the target audience.
7. Media
Media is the specific communication mix designed to act as the front end for the event to first inform then entice the target audience to attend the event. This also comprise of live & Post event coverage for those who for some reason such as affordability time, distance and security constraint could not attend it.
TOPIC 4: 5c's of event management
The activities required for marketing and managing events require certain steps to be followed that can be called the five C’s of events. There is a very complex interaction b/w the various C’s before the carrying out stage, depending on the requirements of clients, constraints forced by budget etc, The final concept which is going to be carried out is a derivative of a series of modification to the initial concept. The final concept is arrived at after accommodating changes required for a perfect fit amongst all other C’s during the conceptualization process. This process can be termed as event designing.
Conceptualization- creative ideas/ Ambience
Costing- cost of production & margin on the event.
Canvassing- Sponsor, Customer& networking Components.
Customization - according to brand personality, objective of the organization budget etc.
Carrying out – execution of event according to the final concept.
Conceptualization
It involves conception of the idea and the theme for the event. It also takes into consideration the objective and the elementary need for hosting the event.
Planning the theme of the event with due consideration to the objective, target audience, venue for the event, time constraints, media coverage and planning the core elements of an event.
It is concerned with idea formation with a differential approach to attracting and targeting audience.
The original concept undergoes modifications on the basis of the inputs obtained from the other C’s. The final concepts get defined once the constraints posed by budget, client’s requirements, target audience profile, etc. are objectively stated.
Costing
It will involve preparation of cost estimates, the sources of acquiring funds and the preparation of budgets.
Creating a provision for risk coverage and managing uncertainties also forms part of the activities.
Canvassing
Canvassing activities would involve obtaining sponsorships.
Fund raising, networking and advertising to generate the required mileage for the
success of the events.
Customization
Reinforcing client requirements to suit the needs of the client and the fulfillment of objective.
It involves a blend of creativity and suitability to match the changing trends and tastes of the customers.
It involves a custom approach, tailor-made approach aimed at facilitating the achievement of the mission and vision of the client.
Carryout
In this approach, execution of plans takes place that will further the interests of the client.
It includes a set of activities and operations that lead to accomplishment of objective.
It is a stage where the event’s activities are in progress.
Implementation of event plans and deviations, if any from the scheduled activities, are remedied through a suitable course of action.
UNIT 2
TOPIC 1: Organisational structure of an event management company
An event management company is a type of an Organisation formed by a group of people whose task is to organize events and look after the designing, planning and management of these events for their clients.
The work involved in planning, organizing and conducting a major event can be sufficiently great to require the recruitment of a large team of people. The number of people involved in organizing an event depends upon the size and scale of the event. While organizing a small party may require only one or two people, organizing a very large event like Olympics may require several thousand 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.
The position of the event director is the most important and also the topmost position on the hierarchy chart of an event management company or team. He/she is the one responsible for directing and looking after the smooth functioning of the entire event.
Within the supervision of an event director are the departments of the event company and they are mentioned in the below given lines:
1. Programmer Coordination Department
The "Programme" is the schedule of activities from the start of the event to its conclusion. This is the department which looks after the coordination of the event and makes sure that everything from ceremonies to tabulation etc. runs in smooth order and proper synchronization. For a sport event, the programme governs which competitors participate at what time. For a conference, the programme stipulates the times of lectures and workshops, what topics are offered and who is presenting.
It has several other job positions, as mentioned below:
Event coordinator
Event planner
Computer scorer
Ceremony manager
Programmer coordinator
2. Venue Coordination Department
The other department which an event director supervises or heads is the venue coordination department. This department has the Venue coordinator on its top position and takes care of tasks like environmental control, risk management, setup team and bookings of venue.
The purpose of making further site visits is to assure yourself that nothing has changed, or at least that any changes that do occur will not affect your event. Changes that could occur include lighting, fixtures removed, equipment and decor. Further site visits are useful also to plan your event e.g. shipping in equipment.
Risk manager
Environment controller
Booking manager
Set up team manager
Volunteer manager
Volunteers
3. Equipment Coordination Department
Since an event must consist of many types of equipment, larger event management companies employ full departments to look after the equipments such as sound equipments, transport equipments and maintenance equipments.
Electronic equipment can be hired, borrowed or purchased. The acquisition of equipment needs to begin early in the event management process. In some cases specialized equipment may not be available on the local market. It may have to be imported from abroad and this can lead to worrisome delays over which the Event team has little control. Furthermore equipment may have to be manufactured, and this may take months.
Sound manager
Transport manager
Driver
Cleaning manager
Cleaning team member
Musicians
Dancers
4. Promotion Coordination Department
Since an event needs advertising and promotion, a promotion coordination department is assigned the tasks related to publicity, media liaison, media kits and promotion events.
For several reasons, promotion is a key factor in the success of a special event. The main purpose that promotion serves is to attract participants, spectators or both to the event. A football match without a crowd is always disappointing and so is a local tennis tournament with only half the expected number of players. It is essential therefore that the efforts of many people over many months to organise a special event.
Promotion is also important to the sponsor, if one exists. The objective of the sponsor is to achieve as much exposure of their name, logo and other properties as possible. Sponsors therefore have a keen interest in pre-event promotion and in the promotion that can be achieved on the day through erecting signage and product displays in view of all participants.
Promotion coordinator
Publicity manager
Marketing manager
Media expert
Sales expert
Sales executive
Marketing executive
5. Officials Coordination Department
This department consists of several sub positions like that of umpires, referees, marshals and master of ceremonies but may not always be a part of a medium or small sized event management company.
Umpires
Referees
Marshal
Master of ceremonies
Official coordinator manager
6. Hospitality Coordination Department
Hospitality is often a term used to infer food and beverages served. However Collins dictionary defines "hospitable" to be welcoming guests and strangers. Event managers need to see their event from the participant/spectator point of view. The following may be some of the items that would make spectator "guests" feel more welcome:
Seating
Food and refreshment
A reception area for dignitaries and other important personnel
Information stands manned by event personnel
Good standard of toilets, wash rooms and baby change areas for public
Good standard change facilities
Facilities for people with a disability
Giveaways and lucky door prizes
Special services for competitors such as masseurs, lockers
Directions to venue on website
Assistance with parking
Caterer
Sponsorship executive
Hospital manager
7. Merchandising Coordination Department
Another department which forms a part of an event management company is the merchandising coordination department. This department handles tasks related to sales, giveaways and outfitting of volunteers. Selling promotional products (merchandising) is not a necessary component of event management but it can add to the potential for ongoing marketing of the event in future years.
Merchandising manager
TOPIC 2: Event Management Personnel: Role and Responsibility
The position of the event director is the most important and also the topmost position on the hierarchy chart of an event management company or team. He/she is the one responsible for directing and looking after the smooth functioning of the entire event.
1) Event Coordinator:
He sits at the top most level of the authority.
He is responsible for managing all staff members below them.
Their role is to coordinate the detailed work required in order to ensure the events runs smoothly and according to the plan.
They are responsible for coordinating with all event professionals and ensures that business operations are efficient and effective.
2) Event Manager:
He works closely with the event coordinator
Their role is to be active and practical
Planning and changes in the schedule
Help the members to resolve the problems, listen to their employees,
Guide them to achieve their goals and targets
He has following responsibilities:
He is responsible for planning and producing the whole event; location, organizing transportation, catering, finance etc.
He is responsible for procurement management and resource management.
He formulates, prepares and implement risk management plan (risks related to event planning and production).
TOPIC 3: Account Planners and Liaisoning
ACCOUNT PLANNER/MANAGER
An account planner is a person who works for a company and is responsible for the management of sales and relationships with particular customers. He maintains the company's existing relationships with a client or group of clients, so that they will continue using the company for business. He does not manage the daily running of the account itself rather manage the relationship with the client of the account(s) they are assigned to. Generally, a client will remain with one account manager throughout the duration of hiring the company. Account managers serve as the interface between the customer service and the sales team in a company. They are assigned a company's existing client accounts. The purpose of being assigned particular clients is to create long term relationships with the portfolio of assigned clients. The account manager serves to understand the customer's demands, plan how to meet these demands, and generate sales for the company as a result.
RESPONSIBILITIES
The responsibilities of an account manager can vary depending on the industry they work in, the size of the company and nature of the business. Each customer account can vary in demands and an account manager may work with brand managers for one account and a media department for another. Account managers usually report directly to the account director or agency director of the activity and status of accounts and transactions. An account manager may also manage a single account or a variety of accounts depending on the requirement of the company. Although the responsibility can vary between companies and between accounts, there are a shared set of common responsibilities which are as follows:
Generate sales for a portfolio of accounts and reach the company's sales target.
Identify new sales opportunities within existing accounts to retain a client-account manager relationship by up-selling and cross-selling.
Manage and solve conflicts with clients. The Account Manager is expected to have specific information regarding daily operations of the Company and keep the Client updated.
Interact and coordinate with the sales team and other staff members in other departments working on the same account.
Establish budgets with the client and company.
Meet time deadlines for accounts.
Global account managers: Manage company accounts worldwide. This typically occurs in large companies with international accounts.
National account managers: Manage numerous accounts nationwide. This typically occurs in medium to large companies when a company has multiple locations across the country.[
Global account managers and national account managers may work together in a hierarchical structure. The trend is to move responsibility for the major key accounts to the global level.
LIASONING
Liasoning is defined as the communication or cooperation which facilitates a close working relationship between people or organizations.
A liaison officer is a person who liaises between two organizations to communicate and coordinate their activities. Generally, liaison officers are used to achieve the best utilization of resources or employment of services of one organization by another. Liaison officers often provide technical or subject matter expertise of their parent organization. Usually an organization embeds a liaison officer into another organization to provide face-to-face coordination.
Managers act as liaisons when making contacts with people outside of their area of responsibility, both inside their organization and outside in the world at large. Being a liaison involves networking, but it is far more than just amassing the most friends on your profile. It is about linking people with resources. What do resources mean in the context of the liaison role? Resources could be other people, money, information, space, influence, or goods and equipment.
LIAISON OFFICER DUTIES AND RESPONSIBILITIES
Maintain thorough knowledge of the business, as well as an understanding of how that impacts the other entities of contact
Monitor, coordinate, and communicate strategic objectives of the business
Collaborate and communicate successfully with other entities outside of the business
Work with other staff members to develop a greater understanding of the business and any issues that arise
Develop and foster relationships with the community, stakeholders, and other entities
Collect, analyze, and utilize data and feedback to identify opportunities to improve the relationship between the business and the other entity
Compile reports about particular incidents, events, or updates about important issue for the business
Proactively solve conflicts and address issues that could occur between the business and the other entity
Promptly respond to incidents and other events as necessary
Act as a positive representation of the business to the community
SKILLS OF A LIASION OFFICER
Customer-oriented attitude
Excellent verbal and written communication skills
Ability to establish and nurture beneficial business relationships
Self-motivated with a willingness to take initiative and solve complex problems
Capability to negotiate with and influence others
Analytical and mathematical mind to analyze data and create necessary reports
Ability to thrive in a fast-paced and sometimes high-pressure environment
Excellent stakeholder management, issues management and conflict resolution skills
Understanding of legislation including interpretation, implementation and the use of legislative instruments.
Ability to think strategically and respond effectively to emerging issues.
Negotiation and facilitation skills, including the capability to initiate creative and innovative thinking.
Sound understanding of government processes and the ability to quickly develop beneficial working relationships with government, stakeholders and industry representatives.
Strong research and report writing and public speaking skills
High level communications, project management, time management and organisational skills.
Self-motivated and efficient, with ability to work autonomously as well as contribute to a creative, enthusiastic team environment.
UNIT 3
TOPIC 1: Event Proposal Planning: Licenses, Permissions and Legalities
EVENT PROPOSAL
Event proposals are the embodiment of your style applied to your clients' vision, and they're either winning your business or opening the door for your competitors to slide in.
The key to create the best event proposal is once you find a style that works for you; it will be easier and easier to replicate success as you go. The best part about creating an event proposal is that you only have to do the hard work once, and then refine it as you get feedback and negotiate deals along the way. It’s all about streamlining.
WRITING AN EVENT PROPOSAL
When writing an event proposal the amount of detail required will depend on the scale and importance of the event. However event proposals generally share many common components. The information that event proposals should convey includes but is not limited to the following:
Description of the Event
Experience
Venue and facilities offered
The event program
The proposed event budget
Description of the Event
It is important to provide the reader of the event proposal with an overview of what the event is about. Some events need very little explaining because they are commonplace. However, it is unwise to rely on the title of the event alone to explain its purpose. In providing an overview for the reader, it may be important to describe the main participant target group(s), the main goals to be achieved in running the event and, if the event is somewhat unusual, one or two sentences that provide the reader with mental picture of what the event will be.
Experience
The organization for the event should enthusiastically praise its experience and capability. It is crucial that the proposal is such that your client believes that the event company will be able to put on a good show. The proposal should contain information about the event management experience of the proposed event team. If experience in staging events is limited then it is useful to mention any managerial, project management or co-ordination experience in any other field. Qualifications of persons in the event management team may also prove useful to mention. The proposal should also describe any training that will be given to event volunteers.
Venue and Facilities offered
The reader of the proposal will want to know whether the venue is suitable for the event. The proposal should outline all facilities available at the venue, everything from toilets to car-parking. For indoor events, the type of surface, lighting, air-conditioning, seating, electronic equipment should be well described. For outdoor events, the level of maintenance, seating and shading for spectators, fencing, drainage and floodlighting is worthy of mention. The number of change rooms and their condition for teams/participants is always important. It is often worthwhile to include a map or floor diagram. Photographs of key features of the venue may assist. There needs to be a detailed description of what would be attractive to event goers and how the venue will fully cater for the needs of the event, including performers, officials and spectators. Don't forget to include information about public transport to the venue, and car parking for those who arrive by car. If the venue has staged similar events in the past, you should make mention of this.
The Event Program
It is often the case that the host organization has little or no say in setting the competition program when the date or dates have been set by the sport governing body. However, at the initial stage, the event proposal may suggest a competition program in terms of the number of days, and the start and finish times each day. It is important for decision makers to know how many hours a day the venue is available. It is worthwhile to consider that the program should also include ceremonial events with visiting dignitaries who may make speeches or present awards. Furthermore, the event bidding team can propose entertainment 'extras' that may start or finish the program or fill any gaps.
The Proposed Event Budget
The proposal should include a budget of probable income and expenditure. It is important that such a budget is realistic and therefore some care and consideration needs to be given to suggesting sponsors that have not yet formalized any sponsorship agreement. The event budget should not show a loss when all projected income and expenditure has been taken into account. If the budget predicts a loss there will be major concerns in the minds of those who assess the event bid proposal. There is also an expectancy that the organisation will have an opportunity to make money through the canteen, bar, fundraising raffles and merchandising. These forms of income should be reflected in the budget in the event proposal.
LICENSES
If you are planning on running a public event, there are a number of procedures that you will need to go through, including obtaining permission or a specific license from the relevant authority in your area. It is not uncommon to actually need more than one type of license for an event and this could involve things like obtaining an alcohol license or getting consent to erect a temporary structure like a Smart Space building that you are using to host the planned event.
Here is a look at what is involved in planning a public event that is fully compliant with all the relevant rules and regulations that are likely to apply.
Entertainment and alcohol license
If your event is being held in a designated public space or arena, you will need to obtain an entertainment license if it is your intention to provide any music, singing, dancing, drama, film or any kind of spectator sport.
You will also need to obtain a license from your local council to sell alcohol. The licensing Act 2003 applies to venues that are either indoors or outside, so it does not matter whether you are using a school hall or a public park, sale and consumption of alcohol will need to be licensed.
You may well find that some venues will already hold the necessary Premises License that allows for these activities to take place, but you should definitely make that one of your first questions when starting to organise the planned event. If the venue confirms that it does not hold the required license already, you will be required to submit a Temporary Event Notice or even a full premises license application. The relevant council department should advise and guide on this if you are not sure what you need.
You might also want to check regarding the requirements for your live entertainment, as the Live Music Act 2012 meant that some live music became deregulated.
Using TENs effectively
A Temporary Event Notice (TENs) is often the most cost-effective and straightforward way to cover an event under the Licensing Act 2003, but it does have its limitations.
Obtaining a TEN will allow you to have a maximum of 499 people on site at any one time and the license will only be applicable for a total of 96 hours, although 4 days should cover most events. The other point to remember is that each individual premise can only have a maximum of 12 TENs in any calendar year and a total of 15 days covered by TENs in total, so you will need to check the availability based on the current tally for the year.
If you are intending on using TEN’s to license your event, you need to submit your application no less than ten working days prior to the event and your application needs to be made to the local licensing authority and also the local police as well. The owner of the land or venue does not have to make the application on your behalf, but you will need to obtain their written permission to confirm that you have the authority and agreement to make the application.
Premises license
You may choose to use a venue that actually has a premises license granted and if this is the case, the license will be valid for the life of the business, so liaise with the venue to clarify the position before making any applications yourself.
If you want to apply for a premises license, you will need to submit your application no less than two months before the first day of your planned event and you will need to copy a number of relevant bodies in on your application, so get guidance on this if this is your intended course of action.
PRS
You should also remember that if you are going to be hosting a public event that involves the playback of music, you will need a permit from the Performing Rights Society (PRS). The PRS collects fees that are royalty payments for composers and a PRS permit is always required to ensure you are fully compliant.
Temporary structures
If you are intending on using a temporary structure like a building or even a radio mast, you will need to make a Section 30 application for permission to do so. These consents are normally for an unlimited duration or easily renewable, depending on the length of time that the relevant structure is intended to be in use. There are several licenses required and applications to be made depending on what type of event you are holding and where it is being held, so make sure you liaise with your local authority to get everything done in plenty of time.
1. PPL (Phonographic Performance Limited) License
PPL is a licence for playing recorded music in public, the licence for public performance of music recordings. It allows you to use other artistes’ musical creation at your event with freedom. Suppose, you are planning to organize an EDM in India, and you are playing recorded music or musical videos at the event “in public”, then the event will require to have a PPL license.
2. IPRS (Indian Performing Right Society Limited) License
IPRS is a licence for playing/performing non-recorded music in public, a licence “for the artistes, of the artistes.” Supposing there is a popular artiste performing live in India, then the event will require a IPRS licence. Also, the artiste needs to be a registered member of IPRS. Unlike PPL, IPRS issues licenses to the music users. It collects royalties for the artistes, from the artistes on behalf of its registered artiste members (such as lyricists, composers, publishers and performers of music) and distributes the royalty to the music owners/members.
3. Excise Licence
Excise licence is a tax levied for the sale or supply of alcohol. Organizer needs to procure excise permission in order to serve alcohol in a live or recorded music event in India. For hosting an event with liquor service inside and outside the premises, one needs to have an excise licence. If the event will take place at an alcohol on-licensed premises then the organizer need not procure a licence. On the other hand, if the hotel or venue doesn’t have liquor serving licence, the organizer needs to obtain one for his event. Ensure that your event attendees are of legal drinking age (LDA). Identity cards will be compulsory at the event to verify and confirm their age. Also, provide them LDA (Legal Drinking Age) bands with the physical passes at the event venue.
4. Loudspeaker Licence
Any public event held in any public or private venue requires a loudspeaker licence. Since it is a musical event, it requires licence for loudspeaker use and this permission needs to be obtained from the local police authorities under whose purview the venue falls. The authorities may limit the size and number of speakers based on nature of the event.
5. Premises Licence
A premises licence allows an event to carry all the licensable activities at the venue such as providing late night entertainment between 11 p.m. and 8 a.m, large-scale events allowing an audience of over 500 people, selling alcohol as well as serving food and beverages between 11 p.m. and 5 p.m., etc. Contact the nearby municipal authority of the venue, where the event has been scheduled to take place for applying the premises licence. Make sure you apply the premises licence before a 28-day consultation period.
6. Commercial tax (entertainment tax)
You need to take Commercial Taxes Licence for organising your event. The Entertainment Tax has to be calculated based on the estimated number of tickets to be sold. The percentage of entertainment tax varies from place to place and state to state. So, the payment of the ET has to be done well in advance and the tickets need to be stamped by the Commercial Taxes department without which a ticketed event cannot be kickstarted. However, please be advised that in case the number of tickets sold are less, you can claim refund of the amount paid in advance towards ET.
Also, please make sure that the venue you have hired for the conduct of the event has valid permissions and licences from the authorities concerned.
Similarly, there are numerous permissions required to organize a live musical event in India. Take a look at the following to know more about the permissions that need to be obtained before a live musical event is staged.
The permissions are as follows:
Rangbhoomi License
No Objection Certificate from the Local Police Station.
No Objection Certificate from the Traffic Police Department
Police Commissioners Note
No Objection Certificate from the Fire Brigade
No objection Certificate from the Additional Collectors office
Documents you will require to get these licenses :
Floor Plan From The Venue
No Objection Cerificate From The Venue
Letter Of Application To Different Licensing Departments On Your Company’s Letter Head Along With An Affidavit On A Stamp Paper.
Visa And Contract Copy Between The Artists And Employee Company If You Have Any Foreign Artists Performing. It Would Be Preferable In This Case To Get Artists On A Business Visa And Not An Employment Visa.
TOPIC 2: Event Budget, Covering Cost and Methods of Revenue Generation
Phase 1: Clarify your event budget strategy
Before you dive into the actual budgeting, it’s important to take a step back and think critically about what you will be spending your money on. The following are the best places to source useful data that will inform your approach for your next event.
1. Reference historical event budget data
Unless your event is in its first year, you’re sitting on a treasure trove of data on what you used your event budget for in the past. Begin by identifying line items that you overspent or under-spent on and see if they’re the same or different from year to year. (If it’s your first year, consider the typical breakdown below.)
Once you’ve pinpointed specific things that you tend to overspend on, it’ll give you a better picture of what needs more budget, making it easier to be accurate earlier on in your process instead of repeating past mistakes. In addition, you can run your preliminary budget past your clients and your boss for the green light. That way, you’ve already got a working doc in place to update as you move forward.
2. Consider recent trends in event budgeting
With that being said, if you and your team have faced budget constraints, you’re not alone. In a recent survey of event creators, 9 out of 10 said their budget is insufficient. Yet 55% said their budget will stay the same in 2019.
So where does the money go? For the event creators surveyed, the top costs were:
Marketing and promotion: 43%
Speakers and talent: 32%
Printed materials: 29%
Venues: 18%
If the breakdown is similar for your event, then check out the section below on event marketing for some ideas on how you can trim your marketing spend, no matter the size of your team or event.
3. Set your goals for your event
Once you’ve identified areas to tighten up your spending, you can set specific your goals. Whether you want to increase the amount of money you receive from sponsors or make your money go further without using up your contingency fund, setting goals will keep you focused.
Set targets early on, including how many tickets you want to sell and how much sponsorship revenue you want to generate. Doing so will keep your income on track for your spend.
4. Get buy-in from all departments and stakeholders
The sooner you can get the green light from your stakeholders to start planning, the better. A rough budget can help you get an estimated figure that you can revise as you go along.
Always get a minimum of three quotes for anything, even if you have a vendor you like working with. Chances are good that you’ll find someone else who will go lower and your favorite vendor will match their price, or throw in something else like free parking for event staff.
Phase 2: Map specific expenses in your event budget
Now that you know your areas of focus, it’s time to list all the line items to track in your budgeting template. These will include particulars like rental cost, lighting equipment, and more.
5. Map out all your expenses so you can make informed decisions
Define the focus areas of your event. This will help you prioritize your spending and invest in what really matters. Once you have your overarching categories defined, you can start to drill down and fill in the costs.
Be as specific as you can with line items on a budget. Don’t be tempted to lump things like “food and alcohol” together, as you may be sourcing them from different vendors. If you’re comfortable with them, use formulas to see profit or loss in real time.
Typical budgets have two columns for cost — projected and actual. The better your research, the more these two columns will match.
6. Incorporate your event experience costs
Not sure what costs to list for your event experience? The following are the most common ones to consider when putting together your budget. You’ll want to list out the different line items for each major cost, so you can keep track of the details.
Venue
Staffing
A/V equipment
Decor
Programming (speakers or performers)
Signage and event branding
Attendee experiences
Travel
Typical event expenditure
Events costs will depend on the scale and type of event. Not all the categories stated in the table below will apply to every event.
Indirect Costs
Indirect costs are costs that cannot be directly attributed to the event. The staging of the event increases these types of costs but the increase cannot be measured accurately. Instead, the amount of indirect cost attributable to the event is estimated.
Use different colors to shade your spreadsheet so you can see at a glance which line items belong in which categories.
7. Include your event technology costs
Investing in the right technology can make a huge difference in your ability to maximize your event budget. You need to choose a ticketing partner who can help you provide a delightful registration process and a mobile event app that people actually use.
These are the three most common technology costs to consider including in your event budget, depending on whether they apply to your event or not:
Event app
Ticketing partner
Livestreaming
Choose a ticketing or registration partner that lets you pass along fees to your attendees, so that you don’t have to pay anything out of pocket.
8. Estimate your event promotion costs
There are many ways to save money on your promotion costs. But you have to start by understanding how effective your current promotional strategy is — and data plays a huge part in that.
Look closely at your marketing spend and how many ticket sales come from each effort. Then invest your budget in the channels that yield the highest return on investment — and stop doing anything on the channels that aren’t.
Especially if your team is small, maximize your marketing budget by investing in the the right marketing tools and technology for your event, a lot of them free. Here’s a list of the most common areas you can trim down your spend:
Social media: Use one of these free tools to automate your posts without spending more.
SEO: Partner with a ticketing partner with industry-leading domain authority so your events have a better shot at ranking in Google — without any more investment from your team.
Check out process: Small tweaks to your purchase process can drastically increase your sales, without any other changes.
It costs six to seven times more to acquire a new attendee than it does to retain an existing one. Are you doing enough to nurture past attendees in your event marketing?
Phase 3: Master event budget best practices
It’s rare to find someone who loves managing their event budget. Even if you are somebody who enjoys tracking every receipt, the following strategies can help you keep everything in check and get more mileage from your budget.
9. Consider event ROI
Ultimately, your event budget is how you’ll be able to calculate your event’s return on investment. Want to turn a profit? Use your budget to control your event’s total cost, so you can meet your goals and grow your profit margin for the next year.
Not sure how to calculate your event’s ROI? Use this simple equation:
[(Total Sales Revenue – Total Cost of the Event) ÷ Total Cost of the Event ] X 100 = ROI
If your ROI is 1X, it means you broke even. Most events aim for an ROI of at least 2-3X.
10. Leave an emergency fund
You just never know what’s going to happen in the days leading up to an event. Working some leeway into your budget gives you enough breathing room to absorb unexpected costs, in case you might need to add to your A/V order or a speaker’s fees turn out to be higher than expected.
Depending on your event type, plan on having a contingency figure between 5% – 25%. Remember that your buffer will change throughout the lifecycle of your event.
11. Avoid common event budgeting mistakes
A common event budget mistake is ignoring it. Truth is, it’s too easy to misplace receipts or quotes. Spending a little bit of time on your budget every day (at least 10 minutes) will help you stay on top of new developments in real-time, rather than letting things pile up in a heap.
Another mistake to avoid is not exploring all the different avenues of revenue that can increase your budget. One-third of event professionals generate the majority of their revenue from sources other than ticket sales. Don’t just offer your sponsors the generic bronze/silver/gold package. Really work together to find out what your sponsor wants to achieve and collaborate with them to provide a valuable partnership. You can use this workbook to value your sponsorship packages compared to market rates.
12. Get creative to make your event budget stretch further
Still not getting your budget to budge? It’s time to think creatively about how you can market your event and deliver a great experience for attendees using the event budget you do have. You can’t eliminate marketing costs entirely, but you can make savvy decisions on where to offset it.
For example, get scrappy by:
Promoting with the help of influencers
Using free technology tools
Outsourcing what you can to interns or volunteers
Partnering with brands and local businesses
CATEGORIES OF EVENT INCOME / METHODS OF REVENUE GENERATION
Government Grants
Government grants to assist with the running of events are not easy to obtain. To be successful, applicant organisations need to demonstrate that the event has strategic regional importance. For example it may increase overseas tourists to the region.
Sponsorship
Despite the prevalence of event sponsorship in the sport and recreation marketplace is increasing, many organisations have great difficulty in achieving a significant amount of sponsorship. Competition between sport and recreation organisations for sponsorship is intense. Organisations need to be very professional in their approach to sponsorship and to be able to offer sponsoring companies outstanding value in promotional services. Event Directors need to exercise some realism and caution in relying too heavily on sponsorship.
Merchandising Sales
The term merchandising applies to the sale of a range of products that may be strongly identified with the event or the organisation hosting the event. A common example of merchandising is the production and sale of T-shirts, polo shirts, caps and other forms of clothing that are screen printed or embroidered with a design or trademark of the event. Participants tend to purchase such articles for their commemorative value. Other typical forms of merchandise include glassware, pens, dish cloths, drink bottles and badges. Merchandising may be a form of income suitable for events that have larger numbers of either players or participants.
Participant Fees
The charging of fees to participate in the event is perhaps the most common form of event revenue.
Sport and recreation events are a service provided and it is reasonable to suggest therefore that all basic costs of the event should be covered by participant fees. These "basics" include the hire of the venue, provision of appropriate equipment and the administration of the event.
Sponsorship and government funding, if it can be achieved, allows the organisation of the event to go beyond the basics. The event budget should be set so that if sponsorship and/or government funding is not forthcoming the event does not have to be canceled.
Raffles
It is common to find that recreation organisations employ "on-the-day" fundraising strategies. The most common example is the raffle and a small amount of income can be achieved this way. Whereas it is difficult to achieve cash sponsorships, it is easier to obtain goods from sponsors which can be raffled. Event Directors should identify and research legislation in their own state/nation that pertains to raffles and other similar forms of fundraising. Raffles are often regulated by governments because of the potential for fraud and misrepresentation.
Spectator Fees
In some cases, events are sufficiently popular and entertaining to attract paying spectators. However, it can be difficult to obtain money from spectators in circumstances where there no restriction of access (for example an outdoor event with no perimeter fence). If this is the case it may be better to make off-street parking for a fee.
TOPIC 3: Event Promotion: Tools and Media Coordination
Marketing is very important when it comes to events. To successfully host an event, event
managers have to make sure they meet the targeted objective of the event. The objective is
only met when there will be enough consumers attending it. For it to happen, the event manager has to use various marketing techniques to attract maximum number of visitors. These
techniques are advertising, promotions, publicity stunts, public and media relations
Event promotion is the practice of using different marketing strategies and channels to get the word out about your event and drive event registration. This can range from email to social media to flyer handouts. Any marketing tactic that brings awareness to your event is known as event promotion. By contrast, event marketing is the process of driving business goals for a product, brand, or service through in-person events.
Marketing tactics for both B2B and B2C companies are largely the same, however the promotional examples used in this guide will specifically feature events that are more B2B-focused.
To start with, a marketing plan initially needs a research on target market of the event. The
research should find out information on various marketing activities that can be used to plan
an event successfully. During the marketing planning process event managers should know
what kind of demand is in the market. Then according to that, they should select the appropriate target market segments. The promotional activates for the event is another important
factor that determines success of the event.
How to Promote an Event Successfully
Promoting your event is big business and the good news is that it doesn’t have to cost the earth. There are a lot of tools to help you to boost event attendance. At the end of the day, if used correctly these platforms can pay for themselves several times over by increasing event attendance levels.
What Are the Most Effective Event Promotion Tools?
TRADITIONAL MEDIA
Advertising – posters, photos and video advertisements
Depending on the geographical distribution of your target market, print media advertising can be a means of communicating with local audiences via local newspapers and community publications, or you can reach further afield through advertising in national publications, whether these are generalist or special interest publications. You should also consider negotiating around advertising that in return for purchasing advertising the publications will also run a story on your event and possibly a competition.
Radio stations also often appeal to particular demographics and geographical areas and many also have a public interest remit within their operations. This means, in addition to purchasing advertising, they can be approached to run interviews, competitions and disseminate real time information surrounding your event.
Television advertising is often beyond the budget of many events, but if you have produced a promotional video for the event you should consider approaching local TV stations to discuss the costs of advertising or the potential for a local news story surrounding your event.
Public relations: As mentioned above there may be a range of media who will be interested in your event and assist in getting information about your event to the general public. As above you need to identify the media consumed by your target market and focus your efforts on sympathetic media outlets such as local media, special interest media and so on. Consider producing a series of news items for the media focusing on what is unique/different/news worthy about your event and how it will be of interest to the readership of the media being targeted?
When producing materials also consider and match the writing style to the media and target market. It may even be of use to produce media packs for your event, containing press releases, event photos, factual data about the event and even interviews with key performers. Running competitions that offer free tickets can be a good way of encouraging different media outlets to provide coverage of your event.
Banners
Large vinyl banners and perfect for outdoor event marketing. Place banners near busy intersections and along roadways to help get the word out. Banners strategically placed at similar, non-competing events and relevant venues can help you reach more targeted attendees. Keep your banners simple and give customers an easy way to follow up, such as including your website URL.
Flyers
Flyers are excellent event marketing tools because they’re so versatile. They can be placed in prominent public areas as well as targeted venues, handed out on the street guerrilla-style, inserted into newspapers and magazines, and even folded and sent via direct-mail.
SOCIAL MEDIA
Social media marketing for events
One of the best ways to spread the buzz about an upcoming event is by using social media. With several platforms to leverage, you can get the word out to various segments of your audience where they live online.
To maximize your social media event marketing efforts, however, it pays to put some strategy behind your posts. After all, it’s not enough for your followers to see your updates – you want to engage and convert them.
Depending on your industry and target audience, some social platforms may be more effective than others. Typically, if you can do some promotion on Facebook, Twitter, and LinkedIn, you should be well covered. Here’s a quick overview:
Facebook: Share event updates, engage followers, and create event pages. Target your messaging to specific groups using paid promotion.
Instagram: Share pictures and videos at all stages of event promotion, with Instagram Stories and livestreaming to engage your audience.
LinkedIn: Use this professional platform for B2B and industry networking, and to post company news and event announcements.
Twitter: Write short posts and create an event hashtag to build excitement before and during your event.
PPC Ads
Pay-per-click advertising can cost you quite a bit but it is definitely effective if administered well. Since your paying for each click, make sure that you’re setting up your ad to attract a more qualified audience that is likely to convert.
Content Marketing
Content creation is must in the world of contemporary marketing and you can hardly design a good campaign without it. Event promotion through content marketing relies mostly on blog posts, infographics, and videos, and adds value for your audience before the event even starts.
Influencer Marketing
A marketing campaign that puts influencers at the center can draw large crowds and pre-event excitement, as their followers are more likely to take their word than they are yours.
As you get better with social media, you’ll want to get a sense of what’s working and resonating with your followers. That way, you can tweak your strategy accordingly, and hopefully, drive more ticket and registration sales.
When you’re making these tweaks, make sure to measure these key metrics:
Engagement rate: Are your followers engaging with the content you post? Look for trends and re-post your top content to improve your engagement rate and show up in more feeds.
Clicks: How many social media users are clicking on the links to your ticketing page?
Sales: If you use Eventbrite, you can see how many sales each social media channel has driven in your event reports.
Return on investment: If you’re using paid advertisements, be sure to monitor your ROI (return on investment) to make sure your spend is paying off.
SEO (search engine optimization) for events
For some events, search can drive a fair number of ticket purchases or registrations. But those sales aren’t automatic — it takes dedicated effort to make your event rank in Google search results. The key is search engine optimization (SEO) or, put more simply, designing your event page to show up at the top of search results. Here are three basic principles to follow to get your event to rank on Google.
Keywords: Search engines know that events are timely and location-based, so they will use your event’s date and location to determine its ranking. You increase your chances of ranking even more if you include your city or state in the title of your event. If you’re directing traffic to your own event page, make sure your domain name (or URL) also includes the keyword-optimized name of your event.
Domain authority: The higher your partner’s domain authority, the better shot your event has at ranking in search results. Eventbrite is one of Google’s top 100 most trusted sites — the only ticketing or registration page with a high enough domain authority to rank alongside sites like Yelp.
Mobile search: More than half of Google searches happen on mobile where it becomes an Accelerated Mobile Page (AMP) search result. Eventbrite is the only ticketing company using AMP for all event pages. This means your event will automatically show up first — and fastest — when people search for your event on a mobile device.
To sell out your event, you’re going to need a good email marketing strategy. Not only is email a direct line to potential attendees, it’s an optimal channel to build your audience.
To make your event email marketing the most effective, you need to pay attention to three key metrics: Your open rate, click-through rate, and unsubscribe rate. On average, event emails tend to see:
26% of recipients open their event emails
4.95% of recipients click links in their event emails
0.8% of recipients unsubscribe to their event emails
Stand out in an event-goer’s noisy inbox with these event email templates written with the experts at MailChimp.
Event website: It can be relatively simple and cheap to set up a website. With the ability provide vital information, event photos and videos and links to social media, your venue, ticket outlets, entertainers and performers, a website is a highly valuable element in your promotional mix.
Marketing Strategy
Your event marketing promotional strategy can be broken down into pre-event, event launch, day-to-day marketing, and “last call” — the final push before your event goes live.
Pre-event marketing strategy
Create an event page: Capture early interest and have a central registration page to drive people to.
Media Alert: Draft and distribute a media alert (aka “press advisory”) 2-3 days in advance of the event. Send the alert in the body of an email and as an attached document. Include a personal note to each media contact whenever possible. Be available to provide any additional information as requested. On the day before the PR event, follow up with phone calls to the media outlets, as this is when they are making up their tentative schedules.
Event press release: Gaining press coverage can help to amplify your event beyond your own network and can increase ticket sales and the number of people attending the event.
Craft a social media announcement: Get on social media early to create momentum for your event promotion, build a community, and spread your company’s mission.
Write a blog post about your event’s mission: Tell people why you’re organizing the event, and use it to fuel the rest of your pre-event marketing. Blog posts are also less sales-focused than an event landing page, so you can use them to attract some initial interest among prospects and customers.
Start partner outreach: Event marketing partnerships can be crucial to your event’s success. Start reaching out to potential collaborators like complementary brands, sponsors, vendors, and media partners early, before your event has officially launched. This way they can help you spread the word from the very beginning.
Send out a launch email: With your event ready for prime time, you should get your first major email blast out to potential attendees, including those who pre-registered.
Day-to-day strategy
Thought leadership and guest posts: Blogging on your company’s site is important, but you need to reach new audiences beyond it in order to find new attendees. The best way to do this is through guest posts or creating pieces of thought leadership or original research that others will be happy to share.
Finalize your event promotional budget: It’s too easy to misplace receipts or quotes. Spending a little bit of time on your budget every day (at least 10 minutes) will help you stay on top of new developments in real-time, rather than letting things pile up in a heap.
Announce speakers: Another way to generate new interest and keep attendees engaged is to announce who will be speaking (or performing) at your event. It gives people a sense of not only the type of crowd that will be attending, but also what they can expect to learn.
Last call event marketing strategy
Final blasts across channels: Your final blog posts, social media updates, and emails should now take on a more urgent, sales-focused tone as you’ve spent the past few weeks or months building up a relationship. Now is the time to be super clear with a direct call to action and convert long-term strategy into ticket sales.
Attendee referrals: Why not reach out to your existing attendees and incentivize them to promote the event on your behalf? Word of mouth is consistently shown to be one of the most powerful and effective marketing tactics you can utilize.
Influencer outreach: If you’re looking to fill a few last-minute spots or get the word out in an impactful way, then influencers could be your best shot. It may be advisable to contact them at the start of your campaign.
Phone: If you’ve noticed that a few of your targeted attendees or some of those pre-registered leads still have not bought a ticket, why not give them a call? You’ll find it’s a relatively time-intensive but effective way of securing a few more sales if needed.
Post Event Strategy
Media: Distribute a press release recapping the event news/announcement. For media that does attend the event, provide a hard copy of the press release to them at the event in their media kit. For media that does not attend, or if you are looking to send the release out on the wire to a larger audience, distribute the release shortly after the event has ended. Send the release in the body of the email and as an attached document. Provide event photos whenever possible. And include a personal note to each media contact if you can.
Blogs: Some stuff to include in your blog or vlog for post-event engagement includes:
A thank you message to everyone who attended
A montage of testimonials and event highlights
A post-event offer exclusive to everyone who attended
A collection of memes and GIFs compiled from the event
A deeper look into the product or service promoted at the event
Send post-event emails: Active after Concluding! Don’t let your attendees forget the amazing experience, send e-mails and newsletters asking for feedback and follow-ups.
Share content on social media with images and videos: Sharing is caring and also a popular and one of the most recommended post-event promotion ideas. Social Media is the king of sharing content in both graphical and text format
UNIT 4
TOPIC 1: Evaluation and Impact Assessment: Concept, Techniques and Application
Event evaluation is an activity that seeks to understand and measure the extent to which an event has succeeded in achieving its purpose. The final stage of events management is the evaluation of the events' outcomes and the processes employed to achieve set outcomes.
Event Evaluation is concerned with assessment, which usually involves measuring a set of key variables, as well as monitoring those variables to determine positive and negative outcomes. It is a subjective determination that can utilize objective quantitative measures. To carry out an event evaluation and measurement exercise it is essential that the predefined objectives of the events have been properly understood. The brief should contain all the data to be communicated since if an event has been organized without a clearly defined purpose, any evaluation would be rather pointless.
Event evaluation is necessary to make you and your team more efficient and effective. It is all about finding your mistakes and learning from them. Event evaluation should be done immediately after the event is over or the next day.
Why do you need to evaluate the success of an event?
The use of event success metrics helps event planners see the whole picture and track the general performance of their events. Therefore, a comprehensive event evaluation process has numerous advantages:
checking the completion of long-term and short-term event goals;
tracking the engagement of attendees to understand which activities work best for your target audience;
monitoring team success;
finding ways to increase the event revenue in the future.
3 Best Ways to Evaluate Results
There are different ways to measure your event’s success. They should all be listed in your post event evaluation report.
1. Observation and Feedback
During the event, track its performance. Provide digital feedback forms to everyone involved in your event, from your brand ambassadors to the management team. Give your event attendees an easy way to provide feedback (and encourage them to include their contact information) both during and after the event. This can be a digital or physical feedback form, or you can utilize a contest or drawing as a way to collect their information. From there, send them post-event communication that includes a few feedback questions and maybe an offer.
Try to embed only short and comprehensive questions which capture honest responses and demonstrate how your event guests really feel about the event. If possible, offer numeric options for responses to minimize the time spent on filling out the surveys.
Then ask your guests to rate each part of the event from 1–5 or 1–10:
The event as a whole
Venue and facilities
Food and drinks
Speakers and entertainers
How likely they are to recommend the event
With the help of the feedback form from your clients and target audience, discuss the problems which occurred pre-event, at-event and post- event with your team members. Write all those problems on your notepad along with there possible solutions. Discuss how these problems can be solved or avoided in the next event.
2. Calculating Return on Investment (ROI)
How do you calculate your event’s ROI? Include the following major components in your evaluation:
Monetary outcomes
The efficiency of planning your event is also dependent on how the budget that you spent on event organization relates to the generated revenue. To measure your monetary outcomes, calculate anticipated cost vs. anticipated revenue at the stage of event planning, as well as actual cost vs. actual revenue after the event. This way you get the necessary data for the analysis of your budgeting strategy. Still, keep in mind that monetary revenue isn’t always the principal indicator of event success. For instance, if your primary focus is maximizing sign ups, some budget uncertainties can be allowed if they help attain the key goal.
Leads Converted to Sales
Street events can attract leads that later turn into customers. How many leads did this event generate? What is the average revenue your company will see with each lead generated? Compare the lead value to the event cost to determine ROI.
Buying and Selling Process
Don’t stop at brand awareness. Consider giving event attendees a way to purchase your product or service during the event, or provide them with a limited time offer to encourage them to buy shortly after the event. Use offer codes or event sales data to track every transaction and calculate into the event’s ROI.
Product Demonstrations
A great way to attract more potential customers is to conduct a live product demonstration. Track which sales are related to product demonstrations to both calculate into the ROI as well as determine their effectiveness for your company.
Product Samples
Spend on sample products should be factored into the ROI calculation, however track sample effectiveness through consumer feedback if possible.
Now that you have calculated your expenses and revenue after the show, do you think your event made a profit? Answering this question based on your ROI will greatly affect your decision if your overall performance was a success.
Registration numbers
The level of actual attendance is a fundamental aspect of event efficiency:
The comparison of the number of registrations with the actual check-in rates helps identify the performance of your marketing strategy.
The estimation of the preferred payment methods shows the key payment channels you should use for ticketing.
The analysis of check-in choices demonstrates the optimal registration setups for your events.
3. Return on Objectives (ROO)
Return on Objectives is used for measuring certain marketing and sales objectives such as the following:
1. Image and Media Coverage
One factor that will continue to attract potential customers during and after an event is your company’s brand image. There are many things that can greatly affect your image. The most important people that will first make an impression in front of potential customers are your brand ambassadors.
Brand ambassadors’ effectiveness and performance can be measured in post-event attendee feedback. It can also be measured by having a mystery shopper visit and provide staff evaluations.
Get the media involved in your event if possible. This can provide an opportunity for your event to reach more potential customers. Measure your event’s media coverage by the number of interviews and appointments scheduled and held as compared to the media outlets’ distribution data and consumer reach.
Media and press hits
Public recognition and media coverage define the success and importance of an event. From small events to epic meetings, the organizing parts usually require attention from media and business press to make the highest impact. Event coverage is also a great metric for measuring event recognition. Monitor media feedback to your meeting by checking the local press, as well as the press platforms leveraged by your sponsors and partners to find out what the public notice is. To automate the process, you can employ a monitoring service like Google Alerts or Mention.
Social media mentions
When social media is talking, it means your target audience is kept tuned in. Set up pre-event online contests and make riveting announcements to build anticipation before the event. After the event, stretch the dialogue on social media by posting video interviews, recounting the funniest moments, and providing statistics. By tracking the contents that other users spread about your event, you get first-hand views that can help you sharpen your strategy.
Slightly different from mentions, social media engagement is when a user reacts to a post, usually as a like, share, or retweet. This metric also is an accurate indicator of how deeply certain sessions, speakers, and the event itself resonated with attendees. Make sure you have enough social media content for attendees to react to!
Event check-in
This key metric directly indicates the amount of attendees who have arrived and checked in at the event. This KPI is crucial in both absolute and relative terms. Comparing the number of event check-ins with the total number of registrations is an important statistic. If there is an unusual discrepancy between the two numbers, this would be something worth looking into—why are you losing people between registration and check-in? Make sure the check-in number is accurate for each day of your event so that you can compare this number against other metrics.
10 Sections You Should Include In Your Post Event Evaluation Report
Now that your event has activated and data has been collected, it’s time to generate a post event evaluation report.
Here are 10 sections you should include. Depending on your objectives and stakeholder requirements, you might have additional sections as well.
1. Summary
Your executives want answers right away. Was the event successful or not? So a summary of all the results from brand impressions to staff performance should be indicated. Recommendations for future events must be included too.
2. Goals and Objectives
This is where you should list the specific and measurable goals you first made before the event.
3. Return of Investment Report
In this report, include all data collected from the 5 main components mentioned earlier. Add leads, meetings, purchases, demonstrations, and samples.
4. Return of Objectives Report
In this report, include the number of press events, media coverage and mentions. Also add the costs calculated for advertising to build your product and company’s image.
5. Event Effectiveness
In this section, you can evaluate the event itself and include feedback details regarding location, product displays, traffic flow, etc. Don’t forget to include high-quality event photos.
6. Promotions and Activities
Review the product demonstrations and presentations during the event. Report the total number of participants as well as information surrounding giveaways (which were most popular, attendee feedback, number of offers redeemed, etc.)
7. Brand Ambassadors’ Performance
Indicate the number and type of brand ambassadors who worked your event. Report and analyze how they were hired, their training method and how effective it was, and their overall performance.
8. Competitive Analysis
Compare your event’s activities to a competitor’s. Also, add a comprehensive analysis of their products and events based on feedback.
9. Budget
Compare your estimated budget to the final investment. Include charges that affected the budget and indicate if budget was met or you went over the planned cost.
TOPIC 2: Emerging Trends in Event Management Industry
Facial Recognition
Technology is constantly evolving and trends and developments in the technological sphere inevitably end up influencing and filtering down into the event industry and our everyday lives.
That’s likely why 2019 has seen an uptick in interest in and the innovative use of facial recognition software in the events industry.
Thanks to Apple, facial recognition has become a household name, and more and more high profile clients are interested in utilizing this technological development to increase security at their events and to streamline the check-in process for exclusive, by-invitation-only events.
Not only can the incorporation of facial recognition measures greatly increase security at your next event, it can wow your guests as well!
Use facial recognition software to identify and automatically tag your guests in event photographs in real time, and enjoy the dual benefits of saving time and sufficiently impressing your guests!
Time Travel
Successful events has always been about transporting your guests to another world which serves the interests of the host – but what if your events were no longer subject to the limits of linear time and space?
The use of AR and VR systems to create immersive experiences of alternate realities is becoming increasingly popular in the event industry. Inspire your invitees by taking them on a journey into the future.
Show your what your client can help them achieve, instead of just telling them. Use AR and VR to show employees how far the business has come.
Allow virtual speakers to take the stage. While we already do this to some extent with screens, a 3D visualization adds a certain depth to the speaker’s virtual presence.
Create virtual meeting places and let virtual attendees actively participate in discussions and the event journey.
Host digital hangouts that add a new dimension to networking and interaction. These hangouts can be accessed at any time during the event to engage other participants, speakers, and virtual audiences right from your device.
STANDING OUT WITH STAGE DESIGN
What’s the first thing that really holds your attendees’ attention while in your event? The stage, of course! Modern imaging techniques such as 3D projection and the creative use of lighting will remain in the spotlight this 2019. But this doesn’t mean simple old staples will be nudged out. Foam letters and cardboard backdrops are still effective when you want something eye-popping on the cheap.
Expect more clear-cut themes, which will in turn influence stage design. The ideal stage design is one that engages the senses, not just the eyes. Of course, the design should clearly reflect your stated goals for the event.
For example, you can incorporate modular stages into your event, mixing and matching them to match the mood or theme of the presentation. Aside from this, you can also use color and lighting to reinforce themes, changing the lighting to match the topic of the session.
PUTTING CHATBOTS TO WORK
It’s estimated that by Q3 of 2017, Amazon alone had sold over 20-million Alexa units, not factoring in non-Echo smart speakers with Alexa built in.
If your attendees are using voice assistants at home, you can bet it’s become their new normal. That means you want to be covered at your next event.
Harness the power of chat for a better response:
Design a system to answer questions with chat. It’s faster for attendees and won’t tie up your staff with the same old “where is the restroom” type question.
Use chatbots for exit surveys. They are much more adept at matching questions with answers and using “if, then” pathways for more meaningful information gathering. Plus they’re fun for your audience.
Employ chatbots to assist attendees on next steps. Voice assistants have become wildly popular because they’re easy and enjoyable to use and they act as our own personal attendant. They can remind us of engagements as well as tasks. Use chatbots to tell attendees if their silent auction bid was trumped or what their next session is and where it’s located.
Foster Sustainable Events
Sustainability has also been a trending idea lately, especially since all the negative effects of our unsustainable practices are now coming back to haunt us. Sponsors and brands are now extending their mantra about social responsibility into the events they hold.
One of the most common ways to foster sustainable events is to go paperless. One way is to use digital replacements like apps and emails instead of handing out paper materials such as brochures, schedules, and more. And if you simply cannot avoid using paper, you can also think about using recyclable, recycled or reusable materials instead.
Social responsibility doesn’t stop with simply becoming eco-friendly. You can also include the following activities when thinking about creating a sustainable event:
Support local businesses by using them as suppliers for your events. This generates job and income for locals and can help showcase the local flavor, too.
Integrate charitable activities in the framework of the event, and give back to the local community this way.
INFUSING EVENTS WITH HANDS-ON EXPERIENCES
Interactivity during events isn’t limited to digital experiences. Workshops are fast becoming the preferred activity for many conferences and meetings. Attendees want to experience, not just witness, whatever the event is about.
Instead of long-winded speeches, short talks are combined with activities that let the audience learn first-hand how to apply what they learned. Hands-on experiences have the advantage of adding extreme value to learning, while also aiding in the stress reduction of the attendees. To facilitate an even deeper level of immersion, make sure your sessions have definite time frames and tangible incentives.
If you are considering adding workshops to your events, keep in mind to choose the appropriate venue that allows people to move freely to facilitate interaction. Also, add some budget to cover the logistics of the activities, both in time and money.
ROLL OUT THE RED CARPET AND CREATE VIP EXPERIENCES
No one wants to be a number and this preference is becoming more pronounced with tech. Voice assistants make us feel like royalty. Few people are ready to give up the personalization we’ve gotten used to in our everyday lives at an event. But are you using personalization to impress and retain without sacrificing the needs of the larger group?
Create meaningful VIP experiences:
Personalize based on type. Vendors, sponsors, attendees, and the like should all get their own set of communications and drip marketing. Tech is making this much easier by correlating data and sorting before sending.
Offer specials to “frequent flyers.” Reward loyal attendees by creating automatic communications and available discounts for those who have attended in the past. Ensure your communications have a familiar feel so recipients feel like you’re sending them to a friend, not a stranger.
Offer exclusive VIP experiences for those who qualify. Analyze data to track what makes someone a successful attendee. What have they been a part of? Reward those who perform those activities and find ways to encourage those who haven’t through drip marketing and “if, then” scenarios.
Creative Location Spaces
Thinking outside the box doesn’t just mean thinking creatively anymore, it also means rethinking the box itself! Your venue is your event’s “box”, and getting creative with your space has never been more important!
2019 has seen some unorthodox choices for venues, including the use of spaces like empty warehouses, rooftops, and public parks; and why not?!
Hiring a blank space venue that hasn’t been used for events before not only ensures that your event will be at the very least the first of its kind, but also means your event planners and designers have a blank canvas upon which to realise your vision for your event.
Wow your guests with an invitation to an aircraft hanger and take their breath away when they see the non-traditional space transformed into an elegant event backdrop that is 100% Instagrammable!
Not only are non-traditional event spaces a great way to make an impression on your guests, but they present your designers and coordinators unique and interesting opportunities to play up the natural ambience of the unusual venue choice through your decor and use of the function space.
WIN OVER NEW ATTENDEES AND LARGER AUDIENCES WITH INFLUENCE MARKETING TECH
There are a lot of marketers doing influencer marketing wrong. They understand the importance of it and how suggestions from a tribe have greater conversions but they fail to understand the importance of the approach. Propositioning a complete stranger and asking for a favor will undoubtedly yield horrendous results.
But how do you develop those relationships over time? How do you scale for it and make it worth your while? Is there an efficient way to approach it. There is with tech.
Build valuable relationships with influencers:
Look past numbers. The number of followers means very little if the said influencer can’t motivate their tribe into action. Look for a high interaction ratio, not just audience numbers.
Approach the midrange of influencers. Most marketers look at the same A-listers as someone to target for their marketing efforts. While these names are well-known, they are often more difficult to approach and win over. Midrange influencers still have adequate-sized followings and you won’t have to hurdle their gatekeepers to get their attention.
Look at influencers who are already among your supporters. Those are much easier sells.
TOPIC 3: Careers in Event Management
In addition to being creative, hard-working and a people person, you’ll also need some of the following event management skills:
– Excellent organisation
– The ability to multitask
– Good communication and people skills
– Have a creative approach to problem-solving
– A high level of attention to detail
– The ability to work under pressure and meet tight deadlines
– Good negotiation, sales and marketing skills
– Budget awareness
– High degree of energy
– PR skills are a great bonus
Career Prospects
Event management is not restricted to one area or industry. It is spread across a wide spectrum. Hence, you have plenty of options to pursue a particular job in the field of your choice. Some of the widely available options for the event management jobs are as under:
Educational Events: You can choose this domain and can actively organise job fairs, book fairs and exhibitions, college events, and sports events at school and university level.
Corporate events: If you are a people’s person and like to network, then corporate events will give you an opportunity to network with intellectuals while letting you display your professional proficiency.
Entertainment Events: Another glamorous opportunity in the field of event management can come your way if you plan to join the entertainment industry. Organise events such as movie premiers, celebrity nights, fashion shows, movie promotions, and experience the thrill of being associated with broadcast media.
Marketing Promotions: You can make your job profile versatile after joining this industry. A marketing event is the best platform to connect with the audience via Ad campaigns, road shows, product launches.
A successful event career requires a wealth of skills, from a knack for detailed planning to high-level multitasking during event execution. Not everyone has the capacity to sniff out the details or problem-solve during chaos. But if you think you have what it takes to be an event professional, check out the following choices for event planning careers — there might just be something for you.
8 Event Planning Careers That Are in Demand Are:
1) Event Planner
From conferences to high-end galas, event planners do it all. That’s why the role is a perfect fit for strong multitaskers. Before the big day, planners choose and arrange all the logistics for food, décor, personnel, presenters, and technology to pull off a flawless event. They might even handle large-scale events like trade shows or coordinate complex conference schedules for thousands of people.
Like to be the one people come to? During the event execution, planners are the go-to person for problem-solving every unforeseen change or obstacle. It’s a fast-paced and intense job at times, but the feeling of accomplishment after a great event is priceless. The events world is fast-paced, exciting, and always full of surprises.
Event Director:
Most responsible job, under him various other departmental coordinators are present.
He needs to supervise all the teams leaders.
According to the inputs and interactions, further organisation or re-organisation of plan takes place.
Time restrictions are necessary.
2) Wedding Planner
Weddings are a huge industry. When couples want to make sure their big day goes off without a hitch, they turn to wedding planners. These industry professionals know the ins and outs of every wedding topic from dresses and cakes to sound systems and marriage certificates. During the planning phase, they help their clients make decisions that fit their expectations and budgets. Once the wedding day arrives they help take the pressure of the couple by running interference on issues and decisions so that newlyweds can just enjoy their special day.
3) Event Space or Venue Managers
Event space or venue managers are experts on their own spaces and know exactly how to execute a great event in their room. Whether it’s an arena, a concert hall, or a ballroom, they know how the layout, logistics, and ambiance will work for a variety of different events. Venue managers often are also the sales and marketing managers for the space, helping to bring in new events and promote upcoming shows. They can sometimes function as event planners or help the event planner in charge execute the perfect event.
4) Donor or Sponsorship Coordinator
Many non-profits organizations rely on generous donors to keep their operations going. Donor coordinators help solicit these funds by throwing lunches, dinners, and other fundraising events as a fun way to encourage donations and thank past donors.
These professionals are often tasked with catering to the needs of important and well-off business people and community leaders, who are used to perfection. That’s why a donor or sponsorship coordinator needs exceptional people skills, tenacity, and the ability to create meaningful relationships with sponsors.
5) Catering Services Manager
Do you have a love for food? Then catering manager might be the right position for you. Whether you need to feed hundreds of people or design the perfect five-course meal for an intimate dinner, your job is important in keeping guests and clients happy. Most catering managers need a background in food preparation along with formal or innate skills in planning and problem-solving.
6) Event Social Media Coordinator
Social Media has influenced every industry, but perhaps the events industry as much as any. Social Media Coordinators work to promote events on social media to gain attendees and exposure for the event and the venue. They may create unique hashtags, do live feeds, design digital ad campaigns, and more.
Social media coordinators are integral to making the event a success and just as important during event execution to showcase the event in real-time. And as far as event planning careers go, it’ll give you more of a chance to interact with technology.
7) Staff or Volunteer Coordinator
A lot of events rely on temporary or volunteer help to succeed. A staff coordinator is in charge of all the logistics related to the personnel onsite for the event. Be warned: It’s a tough job to train large sets of workers quickly and encourage productivity when your staff doesn’t have as much of a stake in the event going well.
Many times, volunteers or temporary staff lack the knowledge of the event’s inner workings and are unable to take initiative when problems arise. This means the volunteer coordinator needs to be able to think quickly and problem solve for unexpected issues as well. But if you like to work with lots of new and different people, it could be a great role for you.
8) Marketing or Communications Manager
If you work for a mid-size company as a marketing or communications manager, very possibly you will be in charge of occasional promotional events and other experiential marketing. At the very least you will be tasked with the event marketing. It can be the best of both worlds to mostly work in marketing, but have the occasional event to spice up the workload and see your promotions in action.
There are more event planning careers out there, but these are just a few of the places where you might find yourself. No matter what your role ends up being, the events world is fast-paced, exciting, and always full of surprises — so you’ll never be bored.
Wow, this blog post truly highlights the remarkable expertise of destination event planners in India! As someone who's always on the lookout for the best professionals in the industry, I'm thrilled to have come across this valuable information.
ReplyDelete"Great post on event management! For those seeking Management Assignment Help Online, I recommend Do My Assignment for excellent online assistance. They're reliable and provide top-notch support."
ReplyDeletetruly a mesmerizing career, this Malaysia event management industry... gambateh!
ReplyDelete