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Introduction To Event Management

This document provides an overview of event management. It discusses that events require long planning, carry risk, and involve demanding work. Events can be categorized by size, type, and industry. Successful events require a team of various professionals. Ethical practices are important in event management. Events combine goods and services and have unique marketing characteristics. The marketing mix of product, price, place, and promotion must be considered. Sponsorship can provide funding in exchange for exposure. Proper evaluation of sponsorship benefits and protections is key.

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Aamir Shehzad
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© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
5K views

Introduction To Event Management

This document provides an overview of event management. It discusses that events require long planning, carry risk, and involve demanding work. Events can be categorized by size, type, and industry. Successful events require a team of various professionals. Ethical practices are important in event management. Events combine goods and services and have unique marketing characteristics. The marketing mix of product, price, place, and promotion must be considered. Sponsorship can provide funding in exchange for exposure. Proper evaluation of sponsorship benefits and protections is key.

Uploaded by

Aamir Shehzad
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction

Introduction to
to Event
Event
Management
Management
Characteristics of events
• Once in lifetime
• Expensive to stage
• Place over short time span
• Require long and careful planning
• Generally take place at once
• Carry a high level of risk
• Often lot at stake
• Work is demanding, exciting and challenging
• Decision making one of important
Size of Events
• Mega Events
• Regional Events
• Major Events
• Minor Events
Types of Events
• Sporting
• Entertainment, Arts, and Culture
• Commercial Marketing and Promotional Events
• Meetings and Exhibitions
• Festivals
• Family
• Fundraising
• Miscellaneous events
The Event Team
• Venue managers
• Stage managers
• Lighting, audio and video companies
• Decorators and florists
• Entertainers
• Employment agencies
• Rental companies
• Public relations and marketing consultants
• Security companies
• Catering companies
• Cleaning companies
• Ticketing companies
Code of Ethics
• Promote and encourage the highest level of ethics
• Strive for excellence (Industry standards)
• Protect the public against frauds and unfair
practices
• Use legal and ethical means
• Maintain adequate and appropriate insurance
coverage
• Maintain industry standard of safety and
sanitation
Code of Ethics
• Provide truthful and accurate information
• Commit to increase professional growth
and knowledge
• Cooperate with colleagues, suppliers,
employees/employers and all persons
supervised
• Subscribe the principles of professional
conduct
Nature of Event
Marketing
• Includes combination of goods and services
• Intangibility (fun, entertainment,
information)
• Inseparability
• Variability (different response to the same
experience)
Services
• Conference Planning
• Conference support services
• Information, advice and problem
solving
• General ambience
Goods

• Room set-up
• Food quality and presentation
• Temperature, lighting
• Audio-visual systems
Process of Event
Marketing
• Establish the features of the product
• Identify customers (segmentation)
• Plan to meet audience needs
• Analyze consumer decision making
processes
• Establish price and ticket program
• Promote the event
• Evaluate marketing efforts
Potential benefits to
event audience
• A novel experience
• Entertainment
• A learning Experience
• An exciting results
• An opportunity to meet others
• A chance to purchase items
• Dining and thinking
• An inexpensive way to get out of the house
• A chance to see something unique
Identify customers
• Country-and-western music
• Line dancing
• Excitement and atmosphere
• Develop profile for each group
Features of the product
• Identify Customers
• Plan to Meet Audience needs
• Analyze consumer decision making
• Competitive pressure (positioning)
• Motivation
• Timing
• Purchase or attendance
• Establish the price and ticket program
Features of the product
• Promote the Event
• Differentiation
• Packaging for effective
communication
• Evaluate Marketing efforts
Marketing Mix
• Product/Service
– Event venue
– Quality of food
– Quality of entertainment
– Cleanliness of venue
Marketing Mix
• Price
– Cost of ticket
– Cost of travel
– Time taken to travel
– Other inconvenience
Marketing Mix
• Place
– Ticket sellers
– Tour wholesalers
– Tourist information offices
– venue
Marketing Mix
• Promotion
– Advertising
– Public Relations
– Sales promotions
Sight over Marketing
Mix
• Positioning
• Price
• Promotion
• Distribution
Sponsorship
• Funding sources
• Exchange for increased profile and sales
• Value in Kind
• Advertising space (example)
• ROI
Number of Questions
• Before approaching potential sponsor
– What are the benefits
– How long will the association last?
– How much exposure will the sponsor achieve?
– Will be sponsor be exclusive?
– Is there compatibility
– Will there be ambush marketing
Source
• Event Management for tourism,
culture, business and sporting events
• Authors: Lynn Van Der Wagen
Brenda R. Carlos

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