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EVENT
MANAGEMENT
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What are Events?
An event can be described as a public
assembly for the purpose of celebration ,
education,marketing or reunion.

Events can be classified on the basis of their

size,type and context.

Event management is the application of

project management to the creation and
development of festivals,events and
conferences.

The recent growth of festivals and events as

an industry around the world means that the
management can no longer be ad hoc.
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Event can refer to:
Social/life-cycle events
Events like birthday party,hen/stag party,graduation party,bachelors party,engagement
,wedding,anniversary,retirement day,funeral etc

Educational and career events

Events like education fair,job fair,workshop,seminar,debate,contest,completion etc
Sports events
Events like Olympics,world cup,marathons,wrestling matches etc
Entertainment events
Events like music concerts,fairs,festivals,fashion shows,celebrity nights,award functions,beauty
peagents,flash mob,jewellery shows,stage shows etc
Political events
Events like political procession,demonstration,rally,political functionsetc
Corporate events
Events like mice (meetings,conferences,exhibition),product launches,road shows,buyer-seller
meet etc
Religious events
Events like religious festivals/fairs,religious procession,katha ,pravachan,diwali fair etc
Fund raising /cause related events
Any event can be turned into a fund raising or cause related event eg auctions
What is Event Management 04
 Event management, the most profound form of advertising and marketing, is a glamorous and thrilling
profession. It provides an opportunity for unleashing one's creative potential to a very high degree.

 Event management is a process of organizing a professional and focused event, for a particular target
audience. It involves visualising concepts, planning, budgeting, organizing and executing events such as
fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties
product launching etc. It is a good career option which does not require much investment and offers a lot
of independence and flexibility

.
 Event management is considered one of the strategic marketing and communication tools by companies
of all sizes. From product launches to press conferences, companies create promotional events to help
them communicate with clients and potential clients. They might target their audience by using the news
media, hoping to generate media coverage which will reach thousands or millions of people.
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The Event Manager is the person who plans and executes the event. Event managers and
their teams are often behind-the-scenes running the event.

Event managers may also be involved in more than just the planning and execution of
the event, but also brand building, marketing and communication strategy.

The event manager is an expert at the creative, technical and logistical elements that
help an event succeed.

This includes event design, audio-visual production, scriptwriting, logistics, budgeting,

negotiation and, of course, client service. It is a multi-dimensional profession.
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Categories of Events
Events can be classified into four broad categories based on their purpose and objective:
1. Leisure events e.g. leisure sport, music, recreation.
2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events e.g. weddings, birthdays, anniversaries.
4. Organizational events e.g. commercial, political, charitable, sales, product launch.

Leisure Persona
events
l events

Cultur
al Organization
events al events
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 Leisure Events
Simply put, these are events held purely for the fun of having an event. For recreation, like a party, a
sports competition, or a fair. Leisure events are held to involve the person taking part in the event
without actually expecting an immediate result.
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Cultural Events
Events that bring out a cultural heritage or happening. Much like the Goan carnival talked about earlier.
These have an impact on society and people who are a part of it. These are high community involvement
events. A community can be a religion, a race, a cast or even a college. Lets define a community;
A group of people living in the same locality and under the same government, the district or locality in
which such a group lives.
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Organizational Events
These are events that tend to be well organized and have implications and
interests that are commercial, political, sales driven etc. events of this nature are
generally with a specific agenda .
It is generally informative or sales driven or has some commercial value in
tangible or intangible terms
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Personal Events
These are generally events that are held on a very personal level for family and friends for eg-
wedding,birthday, anniversary etc. These are generally by invitation and the number of people
involved is high.
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OBJECTIVES
OF EVENT MANAGER
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 Defining event objectives at the very start of
event planning is very important as it gives you
the direction you should proceed to accomplish
the objective ,organizing an event without clear
objective is a huge waste of time and resources.
1) What
‘what’ means what you are going to do in the event.
2) Event name
What will be the name of the Event? for e.g’autoexpo2010’
3) Food and beverage menu
.
It contain a list of food item and beverages, you will serve
during the event to the guest and target audience.
4) Event profile
What the event is all about? for e.g: this event is an
international exhibition on new models of car and its
accessories.
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5) Guest profile
How will be your chief guest and other guest ? your guest list must include
organizers, sponsors, partners etc.
6) Event theme
Theme means subject. It can be based on particular theme like Hollywood ,
Balloon, Flowers, Red & white etc . In a theme party every thing from a
dress code, decoration, game, music, gifts, food and beverages are based
on a particular theme.
7) Service provider
Like-D.J, anchor, florist, videographer, photographer, make up artist,
performers, decorators, models, technicians etc.
8) Obligations
These are the compulsions on the guests like dress code or the knowledge of
salsa dance.

9) Types of entry
Decide how will be the entry by ticket, pass or through invitation only.
10) Favors
These are the gifts given to guest.
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11) Entry fees
This is according to target audience. if you over charge you won’t get
any audience.
12) Event highlights
To catch your target audience and medias attention like-inauguration of
car showroom by tom cruise
13) Promotional campaign
Radio, print media, outdoor media ,television, brochure
14)Programme menu
It is the list of various activity that will occur as the part of the event.
15) Event budget
To determine what will be the cost for producing and marketing the
event.
16) When
When you are going to organize the event i.e. date & time?
17) Where
Where you are going to organize the event b i.e. menu.
18) Who
Who will be your organizers, sponsors , clients & target audience?
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People
involved in
organizing
an event
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The following people involved in supporting event:-
Organizers
Sponsors
Partners
Clients
Supporting agencies
These people can either be an individual or a company .they either finances
the whole event or some of its part or provide some service at subsidized rate or
for free.
Organizers
An organizers finances maximum amt. of money in event. Therefore he has
maximum control over the event.
Sponsors
similarly, depending on the type of service financed sponsor can be a venue
sponsor ,gift sponsor, crown & jewellery sponsor, catering sponsor, banner
sponsor etc.
Partners
they generally provide services either at subsidized rates or for free like
media partners(which provide ad space), promotional partners(which do
publicity),logistic partners (which moves goods from one destination to other in
the most efficient manner)
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An event management company can have
event professionals :-
1. Event manager / event planner- he has following
responsibility :
a) He is responsible for planning and producing the
whole event.
b) He is responsible for procurement and resource
management.
c) He formulates ,prepares & implement risk
management plans (risk related to event planning
and production).
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2) Event coordinator :-
he is responsible for coordinating with all event professional &
ensure business operation are efficient and effective .

3) Information manager :-
He has following responsibilities :-
a) He manages the information acquired through different
sources.
b) he is responsible for the documentation of all business
operation carried out pre event ,at event & post event.
c) he maintain data base of service providers, delegates,
guests, organizers, clients ,sponsors, target audience ,media
people & various govt. officials
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4) Logistic manager:-

He has following responsibility:

a) responsible for custom clearances and other clearance.

b) responsible for warehousing of cargo
c) cargo insurance
d) he is expected to move goods & merchandise from one
destination to the other in most efficient manager.
e) he is responsible for procurement management and
resources management
f) he formulates , prepares & implement the risk mgmt plan( risk
related to logistic management like cargo theft etc)
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5) Infrastructure manager :-
He has following responsibility :-

a)He does procurement management & resource mgmt.

b)He is responsible for setting up & dismantling the infrastructure for the
whole event like :-
•Construction of boundary walls , entrance & exit gates, driveways, walkways, &
parking lots.
•Construction of AC / NON AC hangers / halls , seating arrangement , stage
design / setup etc.
•Construction of green rooms , staff rooms , storage rooms, power rooms etc.
c) He is responsible for setting up electricity , water & phone
connection.
d) He is responsible for conservancy (i.e. cleanliness)
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Event planning & role of event planner
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Event planning is the process of planning a festival, ceremony,
competition, party, or
convention.

Event planning includes budgeting, establishing dates and alternate dates, selecting and reserving
the event site, acquiring permits, and coordinating transportation and parking.

Event planning also includes some or all of the following, depending on the event: developing a
theme or motif for the event, arranging for speakers and alternate speakers, coordinating location
support (such as electricity and other utilities), arranging decor, tables, chairs, tents,
support and security, catering, police, fire, portable toilets, parking, signage, emergency plans,
health care professionals, and cleanup.

Event Planning is a relatively new career field. There is now training that helps one trying to
break into the career field. There must be training for an event planner to handle all the pressure
and work efficiently. This career deals with a lot of communication and organization aspects.

“There are many different names for an event planner such as a conference
coordinator, a convention planner, a special event coordinator, and a meeting
manager”.
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Steps to Planning an Event

1)The first step to planning an event is determining its purpose, whether it is for a wedding,
company, birthday, festival, graduation or any other event requiring exstensive planning.

2) From this the event planner needs to choose entertainment, location, guest list, speakers,
and content.
The location for events is endless, but with event planning they would likely be held at hotels,
convention centers, reception halls, or outdoors depending on the event.

3) Once the location is set the coordinator/planner needs to prepare the event with staff, set
up the entertainment, and keep contact with the client.

4) After all this is set the event planner has all the smaller details to address
like set up of the event such as food, drinks, music, guest list, budget, advertising and
marketing, decorations, all this preparation is what is needed for an event to run smoothly.”

“An event planner

needs to be able to manage their time wisely for the event,
and the length of preparation needed for each event so it is a
success.”
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MANAGING EVENTS
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 To manage an event successfully following point should be
kept in mind these are:- 
• To ensure the right message reaches the right people in the right
way. This is possible when event manager work with a vision of
exploring the hidden secret of trade.

• With uncountable to opportunities of making any event

successful it is commonly seen that most of the clients indulge in
outsourcing of the event for careful & professional management.

• For managing an important event planning time management is

an important component , if you split the work of an event
planner into various components and execute all the activities in
sequence than it will surely save the time.
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 Executing is about procuring results. There are 3 types of
executive :- a) those who makes things happen &
b) those who wonder what is happening
and to make things happen you need inspiration.

 The planning for significant & enduring disruption makes it

extremely important to have appropriate contingency and
emergency operation plans in place & tested

 “Managing an event will require a robust communication &

decision-making system that will be able to quickly identify &
solve the problem and also required broad based participation
& support.
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PROMOTION IN EVENTS
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Promotion in events, is required to get the desired reach that
requires an adequate planned publicity campaign by
event marketer. The event marketer has to network with
other media for successful publicity.
Networking components
The various networking concepts involved and their important
features to be noted are:
1) Print media
Print media is essential for pre-event publicity and aids in post-event
recall by reporting the event as in reporting the success (or failure)
of an event. Pre-event print media campaign is essential as it can be
used to inform about exact details like date and time and also
distribute entry forms, questionnaires. The contests are usually
associated with such campaigns. The post-event coverage falls
under journalism. The event organizer has little control over it and
even a failure can get reported.
Decision making using print media revolves around the variety of
publication available, their circulation, the frequency of publication
and the profile of readers.
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2) Radio
• This is electronic audio media and is mainly used for pre-event
publicity, it can also be important in post-event coverage, if
planned. One should put together an appealing audio promotion
which may be expensive and thus it is needed to understand when it
is beneficial to use. Special programs with the event as focus and
which are more than just a commercial are more helpful in
providing the reach that is desired for event although expensive.

3)Television
• For events, the television media can be single most potent media. It
can provide both pre-event and post-event coverage. According to
desired reach, the satellites or government controlled channels can
be used. It provides ability to cover event during event itself, so the
competitive events can be presented better.
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SWOT ANALYSIS
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SWOT Analysis
In SWOT Analysis:
‘S’ stands for Strengths
‘w’ stands for weakness
‘o’ stands for opportunities
‘T’ stands for threats
It is a strategic planning tool which is used to identify and analyze the strengths ,
weakness ,opportunities and threats involved in your project. SWOT analysis can also
be done in your organization.
Strengths:
These are the attributes of your project/organization which are helpful in achieving
project’s objectives. for e.g. :experienced event team, high motivation level, excellent
pr, good market share etc.
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WEAKNESSES WINTER
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These are those attributes of your project/organization which are harmful in
achieving projects objective. for e.g. social loafing, lack of funds ,low energy
level , lack of media and corporate contacts etc.

Opportunities
These are those external factors which are helpful in achieving the project’s 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 project’s objectives. for
e.g. high competition, little or no support from local authorities. bad whether, 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. minimize the impact of the weaknesses and threats.
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 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.
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Risk involved in event
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Management
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RISK MANAGEMENT :
An event is full of uncertainties like power failure, medical
emergency, brawl, stampede, fire, sponsorship withdrawal,
last minute turned down by an artist etc.

How will you deal with all these contingencies without a

well thought out risk management plan.

Risk management is done at each and every stage of

event production
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DEVELOPING RISK MANAGEMENT PLAN FOR
EVENTS.
Since risk management is a very important part of event management therefore it
should be carried out in a planned and professional manner.

Following steps are involved in risk management :

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 STEP 1: IDENTIFY THOSE ELEMENTS OR
ACTIVITIES WHICH COULD CARRY A RISK.

List of such elements is already specified above like

information management, security, procurement etc.

 STEP 2: IDENTIFY THE RISK ASSOCIATED WITH

EACH ELEMENT OR ACTIVITY.

 For e.g: cargo theft is associated with logistic

management. Similarly, data loss is associated with
information management.
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 STEP 3: DETERMINE THE POSSIBILITY OF
OCCURRENCE OF RISK AND SEVERITY OF THE
CONSEQUENCES IF THE RISK DOES HAPPEN.

ELEMENTS RISK POSSIBILITY SEVERITY

Information Loss of data Low Very high
management
Data theft High High
Data Very high Very high
corruption
Security Brawl Low low
management
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 STEP 4: RISK PRIORITIZATION.
Risks with high severity of the consequences should be
handled first.
 STEP 5: FORMULATE, PREPARE AND IMPLEMENT
STRATEGIES TO MANAGE RISKS.
 Some common strategies used for risk management are:
• Risk avoidance
• Risk retention
• Risk transfer
• Risk reduction
• .
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• .

 STEP 6: MONITOR THE RISK PERIODICALLY.

So that the strategies used to manage the risk can be updated
and reviewed
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Event could be anything from concerts, produce,
launches, conferences , promotions, press
conference, jubilee celebrations and farewells to
television based events, fashion shows ,
wedding or parties. It could be just anything.

Event management is emerging fastest growing

industry as it is a very creative, glamorous as
well as challenging career option for youth.

The role of event planner must be good FROM THE

START OF THE EVENT TILL THE END.

“A SMALL MISTAKE OF EVENT PLANNER

WILL TURN A SUCCESSFUL EVENT TO
FLOP SHOW.”