zEvent and types

 Event management
 Market research in Event planning
 SWOT analysis in event planning
 Event planning with concept of 5 W’s
 Event Venue Selection
 Event marketing
 Event evaluation
 Feedback
 Quick overview
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Corporate Events :
 Seminars and Conferences. ...
 Trade Shows. ...
 Executive Retreats and Incentive Programs. ...
 Golf Events. ...
 Company or Organization Milestones. ...
 Team-Building Events. ...
 Product Launch Events. ...
 Board Meetings and Shareholder Meetings

Education and career events

– Events like education and career fair,workshop, seminar, debate, contest, competition etc

Social events :

Birthday parties

 Personal Milestones. ...

 Bridal & Baby Showers, and Gender Reveals. ...
 Family Reunions. ...
 Holiday Parties. ...
 Seasonal Events
What is Event Management?

Event Management is the process of analyzing, planning, marketing, producingand evaluating an

event. It is a different way of promoting a product, service oridea. If an event is managed efficiently
and effectively, it can be used as a verypowerful promotional tool to launch or market a product or
service. EventsManagement requires certain core values to be deployed to every element,process
and decision to justify professional approach and achieve effective andefficient results

Market Research in Event Planning•

Before organizing an event, find out whether there is a market (i.e. audience) for your
intended event or not. If people there have little or no interest in fashion shows, then it is not a
good idea to organize such event there. ... The event will fail for sure.

Market Analysis

If there is a market for your intended event, then do market analysis. Market
Analysis means finding information about your target audience. Find out who are
your target audience i.e. their age group, qualification, profession, knowledge
level, income, status, likings, disliking, personality, customs, traditions, religion,
lifestyle etc. Knowing your target audiences customs, traditions and religion is
very important so that we don’t hurt there customs and religion unknowingly
through our event. Find out where majority of your target audience live so that
you can direct your marketing efforts towards them. Find out what are the desires
and expectations of target audience from your intended event. Find out when (i.e.
date and time) and where (i.e. venue) they want the intended event to take place.
For this you will have to do survey. All this information will help you in
developing a better event plan.

Competitors Analysis

It means finding information about your competitors. Find out who are
your competitors .i.e. their age, sex, qualifications, knowledge level,
experience in organizing events, turnover, market value, PR (media and
corporate contacts) and market share. Find out how they promote and
execute there events. What they do in there events? Why people come to
there events? For this you will have to attend each and every event
organized by your competitors and then create an event report. The
event report will contain things like•
Seating and light arrangements

Promotional materials used

Program and food menu

Contact details of sponsors, partners, clients (for whom the event is

organized)

Service providers like DJs, Anchors, Makeup artist, Performers,

photographers, videographers, decorator, florist etc.

Find out as much information as possible about events organized by

your competitors.

SWOT Analysis in Event Planning•

Products/Services Research

If you are organizing a corporate event then it is necessary for you as an event manager to do
research of the products/ services promoted and sold by your corporate client.•

Find out how the company promotes its products•

How the company wants to build/enhance the image associated with its product (also known as
the brand image)?•

What is the market value and market share of the company and its products?•

Who are the customers of the product?•

What are the features of the product?•

What are the advantages and disadvantages of the product in comparison to competitors
products?

All this research will later help you in making an effecting promotional campaign for your
corporate event.
 SWOT Analysis

It is a strategic planning tool which is used to identify and analyze the strengths, weaknesses,
opportunities and threats involved in your project. SWOT analysis can also be done on your
organization

.Strengths: These are the attributes of your project/organization which are helpful in achieving
projects objectives. For e.g.: experienced event team, high motivation level, excellent PR, good
market share etc.

Weaknesses: These are those attributes of your project/organization which are harmful in achieving
projects objectives. For e.g.: social loafing, lack of funds, inexperienced event team, low energy
level, lack of media and corporate contacts etc.

.Opportunities: These are those external factors which are helpful in achieving the projects
objectives. For e.g.: little competition, favorable economic conditions, support from the local
authorities, availability of the state of the art infrastructure etc.

Threats: These are those external factors which are harmful in achieving the projects objectives. For
e.g.: high competition, little or no support from local authorities, bad weather, poor infrastructure,
high lab our rate, unavailability of raw material etc. It is very important that you conduct SWOT
analysis before developing an event plan to develop a strategy which maximizes the potential of
strengths and opportunities of your project and at the same time, minimizes the impact of the
weaknesses and threats.

Analysis Report :

After conducting market, competitors, product/service research and SWOT analysis, create a report
which contain details of all the research work done by you. Documentation of your research work is
important, later for event evaluation. Your analysis report will also help you in getting sponsorship for
your event.

Event Venue Selection

Keep following things in mind while selecting a venue for your event:1)

Target Audience/Guest Size

This means the number of people you are expecting to attend your event. Make surethat your venue
can easily accommodate your expected target audience. Your venueshould not be too small or too
large for your guests. If too small, then your guestswill feel discomfort. If it is too large then you will
unnecessarily end up paying morefor the venue

Target Audience Convenience

Select venue according to target audience convenience. Your venue should not be very far from the
place where majority of your target audience live. Your venue should have proper lighting and
ventilation. It should not be in a noisy or polluted area. It should be absolutely neat and clean and
free from any type of infestation
Venue History

Before hiring a venue check out the history of the venue. Find out how many events have been
organized in the venue so far. In this way you can find out whether or not venue and the staff there is
event friendly. This will help you immensely when you later organize event there as you will have to
do less amount of work in making the venue suitable for the event. If venue has noise ordinance
problems in the past like neighbors calling the cops to shut down the event, then it is not a good idea
to organize event there especially outdoor event.

Venue Services

Before hiring a venue check out the number of services provided by the venue like

: Parking facility

Make sure venue has its own parking space. It should be big enough to accommodate your target
audience’s vehicles conveniently. If parking space is not adequate then look for other venue. Never
compromise on parking space especially if you are organizing event on a large-scale.

Security Arrangements

Security of guests, service providers and target audience is a very important issue which should
never be neglected or compromised at any cost. 

Venue Fees

Ask following questions from venue manager before hiring a venue:

Q1) what is the venue fee? Does it include all other taxes? (Negotiate rental fee to ensure the
bestdeal.

Q2 what is included in the venue fee? Is dance floor included in venue fee? Are table, chairs and
linens included in the venue fee? Is security and liability coverage included in the venue fees?

Q3) what is not included in the venue fee?

Q4) is there any cost for parking? Generally parking space is provided free of the cost by the venue
but some venues may charge separately for parking facility.

Q5) what is the price range for a seated/buffet lunch and dinner?

Q6) what are the Corkage fees? I.e. fees to server liquor. Make sure that venue has the license to
serve alcohol. Check the license for expiration date

.Q7) what is the cost of sleeping rooms?

Q8) what is your cost per person and per food item?
Q9) What are your bartending and bar set up fees

Q10) what are your fees and how do you charge for providing additional services? Such as floral
decoration, fireworks, audio-visual aids; staging, lighting, props, decor for event production etc.

Q11) what modes of payments are available?

Q12) what are your payment, refund and cancellation policies?

Event Marketing

Steps involved in creating a promotional campaign for your event

Step 1: Setup advertising objectives.

Why you want to advertise?

What is your objective of advertising?

What do you want to get through advertising?

For example: You want to advertise to create awareness about your event

You want to advertise to get sponsors and clients for your events-

You want to advertise to thank you your sponsors and clients

Step 2: Decide your promotional Activities

How you are going to promote, your organizers, your sponsors, your clients and your partners, pre-
event, at-event and post-event. Before I go any further, let’s get an idea of what is media and what is
media vehicle.

Media refers to various means of communications.

Broadly speaking there are categories of media: Print, Electronic, outdoor, Transit media.

Print media includes: newspapers, magazines, press releases, tickets, passes, invitations, banners,
posters etc.

Electronic media includes TV, Radio, Internet, Telephone, electronic signage etc.

Outdoor Media includes

Hoardings, Billboards, and Balloons etc. Transit Media includes promotion through cars, cabs,
buses, trucks, trains, planes etc.

.
Media vehicle is a specific medium.

For e.g.

If Internet is media, then Myspace, Facebook, Twitter, Google, Yahoo etc. are media vehicles.

If TV is media, then specific TV program like Celebrity Apprentice is a media vehicle.

Similarly if magazine is a media, then specific magazine say playboy is a media vehicle

How Print Media can be used for Promotion

Promote your event, sponsors and clients through newspapers ads, magazines ads, trade journals,
press releases, tickets, passes, invitations, banners and posters

. Imprint you sponsor/clients company name and logo on your staffs shirts and caps and on the
pens, diary, gifts, and other promotional materials.

How Electronic Media can be used for Promotion

1. Promote your event, sponsors and clients through TV and Radio Commercials

2. Provide free ad space on your company’s website where your sponsors and clients can promote
their products and services for particular period of time.

3. Develop an event website just to promote your upcoming event and provide a facility for online
registration. All the details regarding the event must be available on the website.

Event Evaluation

Steps Involved in Writing the Evaluation of an Event

Event evaluation is necessary to make you and your team more efficient and effective, the next time
you organize an event. 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. Conduct meeting with your team
members to evaluate your event

Step 1: Determine the extent to which event and advertising objectives have been achieved

.If you are not able to achieve your event and advertising objectives through your event, then no
matter how much people enjoyed the event or how much popularity your event got, it is complete
failure on a commercial level
Step 2: Get feedback from your clients and target audience.

One good way of getting feedback is through feedback form. To make sure that your clients give you
feedback, make the feedback form part of your Exit pass form. The exit pass form is required to get
exit pass for security clearance, to remove exhibits from the facility. To get feedback from target
audience/ guests, make feedback form part of your gift voucher. A guest can redeem the gift
voucher only when he/she fills the feedback form and give it back to an attendant. These tactics are
required to get feedback, as people are generally reluctant to give any feedback in writing.

Feedback

You can ask following questions in your feedback form:

Q1) did you enjoy the event? If no, then please state the reason.

Q2) what do you like most in the event?

Q3) what do you like least in the event?

Q4) what are the problems you faced during the event?

Q5) what could have been done to make this event better?

Q6) How do you rate the various services provided by us (please check one of the option)

Hospitality: Excellent, good, average

Q7) would you like to participate in our next event?

. Quick Overview

Step 1: Do event analysis.

Step 2: Prepare an event plan.

Step 3: Exhaustively test market your event plan Discuss your event plan with other people to know
there opinions and suggestions

.Step 4: Get organizers, sponsors, partners and clients for your event.

Step 5: Prepare an event calendar. An event calendar is an ordered list of activities which are
needed to be executed in order to produce and market the event. These activities are of three types:
pre-event, at-event and post-event activities
Steps involved in preparing an event calendar

Step 1: Create a list of pre-event, at-event and post event activities

.Step 2: Set deadlines for each event activity

.Step 3: Assign event activities to individual team members. Note: For large scale events, you will
have to prepare a separate event calendar for each field of event production.