Event Management Training.pdf

Event Management

1. Presented by Joey Phuah
SY

2. Event

3. Types of Events

4. Types of Events

5. Corporate Events
Conferences
Team Building
Trade Shows/ Fairs
Business
Dinners
Meetings
Seminars
Carnivals
Golf Events
Opening Ceremonies
Press Conferences
Networking Events
Executive Retreat
Product Launches
Theme Parties
Annual Dinner
Board Meetings
Incentive Travel
Shareholder Meetings/ AGM

6. Private Events
Wedding
Dinners
Birthday Parties
Wedding Ceremonies
Wedding
Anniversaries
Festival Gathering

7. What
is
Event
Management?

8. Event
Management

9. The Aim of Event
Management

10. Who leads the event?
Advisor
Chairman
Event Manager

11. Event Organization
Chart

12. Event Manager
A person who
plans and executes
the event

13. The Role of Event
Manager
Client Service
Marketing and Communication
Devising the Event Concept
Audio-visual production
Scriptwriting
Logistics
Budgeting
Negotiation
Booking Venue
Identifying the target audience

14. Event Manager
Event managers and
their teams are often
behind-the-scenes
running the event.

16. Event Planning
Process

17. Initiation
Objective
Concept development - timing, skills
Contextual factors – budget, legal/
regulatory, economic, social, political,
technological and environmental factors
Feasibility study – select an event

18. Event Planning
Process

19. Planning

20. Planning

21. Event Planning
Process

22. Implementation
Checklists
People Management
Schedules

23. Event Planning
Process

24. Control &
Monitoring
Tools
Setting benchmarks/ standards

25. Event Planning
Process

26. Shutdown
Integration of shutdown into key event tasks
Key Task

27. Creating the Event
Concept

28. Pre-event
11. Promotion
1. Proposal
2. Budget
3. Venue/ Site Selection and Design
4. Production Schedule
5. Speaker & Supplier Checklist
6. Sponsorship
7. F & B Menu
8. Guest list
9. Risk Management
10. Marketing

29. Event Day

30. Post Event
Evaluation
Shutdown and Reporting

36. Indentify Expenditure
2.Food & Beverage
3.Administration
4.Wages & salaries
5.Venue
6.Lighting, sound & visual
7.Staging
8.Graphic design
9.Printing
10.Decoration
11.Entertainment
12.Marketing & Promotion
13.Travel
14.Accommodation
15.Contingency
Indentify Income
3.Ticket sales
4.Sponsorship
5.Merchandising
6.Advertising
7.In-kind
See Appendix 1 _ Sample Budget

37. Guidelines for Selection
3.Availability
4.Size of the event
5.Layout and suitability
6.Stage, field of play or performance area
7.Transport and parking
8.Proximity to accommodation
9.Services available e.g. F&B
10.Technical support e.g. PA system, projector
11.Cost

38. See Appendix 2 _ Site Inspection Checklist
Conduct a Site Inspection
Develop a checklist for Site Inspection:

5.Compatibility with event theme
6.Seating arrangement
7.Sight obstruction e.g. pillars
8.Storage areas
9.Entrances & exits including freight access
10.Stage area
11.Equipment available on site
12.Safety and security
13.Access time
14.Power

39. See Appendix 3 _ Layout Diagram
Layout Diagram
Prepare a Layout diagram on:
5.Stage
6.Seating and table arrangement
7.Registration area
8.Equipment positions e.g. lighting, projectors
9.Decoration layout
10.F & B station
11.Signs
12.Entry and exit including staff position

54. See Appendix 4 _ Sample of Gantt Chart
See Appendix 5 _ Sample of Production Schedule
What is to happen
When will it happen
Where will it happen
Who is responsible
Gantt Charts/ Production Schedule

55. Event review meetings
- to check progress against the schedule
Status reports
– to check progress against schedule
Check lists
Direct observation

56. Speaker Checklist
2.Send invitation
3.Get writing confirmation
4.Biodata and photograph
5.Slide presentation
6.Accommodation & Transportation Arrangement

57. See Appendix 6 _ Sample of Supplier Checklist
Supplier Checklist
2.List of suppliers
3.List of requirements from every supplier
4.List of their roles and date to set up
5.i.e audio and visual – projector, notebook, PA
system, microphone, cable
6.i.e photography – how many photographer you
need, location of the photographer

58. Why should companies sponsor?
•Gain access to target markets for promotional messages
•Generate consumer awareness – used to introduce or build a brand
•Positioning/repositioning of the existing service/ product
•Exclusivity – to lock out their competitors
•Demonstrate product attributes

59. Before seeking sponsorship, we
should decide whether:
3.Your stakeholders (members, participants) are likely to approve
of commercial sponsorship
4.Your event has rights/ benefits of value to a potential sponsor,
e.g. access to target markets
5.You have the human resources to sell and service sponsors, e.g.
a good sales person
6.There are businesses/ organizations that you would be advised
not to seek sponsorship from

60. Sponsorship Proposal
3.Overview of the event including mission/ goals, history,
location, current and past sponsors, program duration, staff,
past or anticipated level and predicted attendee profile
4.Sponsorship package on offer and its cost. This might
range from naming rights or sole sponsorship to designated
sponsorship categories
5.Strategic fit between the event and the needs of the
organization
6.Duration of agreement, e.g. agreement for one year,
optional for 3 years renewal
7.Contact details

61. Identifying Sponsors
6.Who has sponsored the event recently?
8.Research the sponsors of similar competitor events – who is in the
market?
10.Examine what particular companies or products have a fit with your
event

62. Selling Sponsorships
3.Identify the decision maker in the company that you are
approaching
4.Try to obtain a personal interview to discuss the
sponsorship
5.Sell opportunities (access to target market, capacity to
meet with specific VIP’s)
6.Provide a benefit package (competitively priced) that will
meet some of their marketing needs
7.Be creative in the form that your sponsorship proposal
takes
8.Interact with potential sponsors in a professional way

63. Managing the relationship
6.Make sure that you keep in regular contact with your
sponsor – manage the relationship
8.Discuss and agree with your sponsor on clear objectives
and agreement
10.Reports achievements as part of negotiating for renewal of
the sponsorship

64. Check and compare
the menu
Food Tasting
Confirm the menu

65. Prepare the Guest List
Send Invitation
Confirm the attendance
See Appendix 7 _ Sample of Guest Checklist

66. Is a way of helping you to identify and resolve
the risks that could result in accidents, injury
or damage.

67. Risk Management
Process
Identify Risks
Analyse & Evaluate
the Risks
Identify Options
What can happen? How can it happen?Create an action plan
Treat the Risks

68. Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience

69. Is a planning for a promotion
Positioning
Identify target market
How attendees regard a specific event or other
events of a similar nature

70. Marketing
Strategy
Identify
Target
Market
Set
Objective
Segmenting
Event
Markets
Exhibitors Participants
No. of
Participants
Gross & Net
Profit
Geographic:
Local
Regional
international
Demographic:
Age
Sex
income
Socio-economic:
Education
 occupation
Other:
Topic
Price
Marketing Strategy

71. 1.Promotion
•Direct/ electronic marketing e.g. direct mail, electronic
newsletters, web advertising, mobile phone – sms
blast
•Advertising e.g. media releases, media kits, live
media crosses (media sponsor)
•Sales Promotion e.g. cross promotions with sponsors
•Others e.g. partnerships with media/ other events

72. Place (Distribution)
•Direct e.g. through phone, internet
•Indirect e.g. distribution through associations,
banks, telecommunications service centres,
flyer distributors etc

73. •Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative to its competitors
•Inform target market(s) of the event
•Generate demand for the event
•Remind target markets of the event details

74. Promotion
Advertising Publicity Sales Promotion Direct Marketing Personal Selling

80. See Appendix 8 _ Sample of Running Sheet

83. Event
Evaluation
Process
Data
Collection
Analysis Reporting Application