Event Management & Marketing

Setting the Tone

The Spirit of Events in Pictures

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Introduction & Perspective

Event management, the most profound form of advertising and strategic marketing tool, is a glamorous and thrilling profession In the last 10 to 15 years, there has been enormous growth in the event management industry. Event management is generally outsourced Almost 500 billion US dollars (USD) are spent annually on planned events around the world To arrange events for a small group of people or huge events with around 1lakh people attending Immense work pressures, long hours of work quite often outside regular business hours, are all part and parcel of achieving a rewarding outcome in this field.

The event management sector in the country has been in the forefront of everybodys focus with the growing importance of marketing communication Event management Industry referred to as Live Entertainment is a fast growing and rapidly evolving industry More than 2000 companies have forayed into events. The early 90s has seen events spend at a mere 20 crores but now it has increased to over 2000 crores. But surprisingly, research showed that there was no formalized education to teach event management Today it is much more professional and more organized sector than a decade ago.

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Some Number Crunching

Current Size-9 billion

Projected Size-19 billion by 2010

CAGR-18%
Source-FICCI and PWC Report

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The 4 Avatars of Events

Leisure events e.g. leisure sport, music, recreations Cultural events e.g. ceremonial, religious, art, heritage, and folklore Personal events e.g. weddings, birthdays, anniversaries Corporate events e.g. commercial, political, charitable, sales, product launch

Leisure Events

Corporate Events

Events

Cultural Events

Personal Events

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Lets Define Events

Event or Experiential marketing is an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that should excite and engage the customer (or)
An event is a live-multimedia package carried out with a preconceived concept, customized or modified to achieve the clients objectives of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction
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Events

Reach

Live Talk I luv u

Point Blank Comm.

with

Live TG

Creates

Lets define Event

Entertainment event like Music concerts, Fairs, Festivals, Fashion shows, Award functions, Celebrity nights, Beauty Peagents, Flash mob, Jewellery shows, Stage shows etc Political event like Political procession, Demonstration, Rally, Political Functions etc Corporate event like MICE (Meetings, Incentives, Conferences, Exhibitions), product launches, road shows, buyer-seller meet etc. Religious event like Religious festivals / Fairs, Religious Procession, Katha, Pravachan, Diwali fair, Dusherra fair etc. Fund raising/ Cause related event

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Lets define Event Management

Encompasses all activities involved in planning, organizing, staffing, leading and evaluating an event, venue selection, stage design,infrastrutre,laison with artists,performers,networking,advertising,PR ,tickets sales etc

IPL, Femina Miss India, Freshers Day etc

A lot can go wrong in the world of event management. But what's cool is that you get to manage it all and set it right! Event managers conceptualize and execute events from start to finish

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Lets Define Event Marketing

Canvassing the event, understanding the TG, brand character, values, positioning, to have a perfect blend with brands

personality.

Tag Heur inauguration by SRK

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CEO Speak
Events are specialized and Demand special skills to produce the show. Salaries range from 10k-20k in the first year and go up to 50-75k in 3 years In Mktg or Production Areas

EM is all about whacky ideas There should always be back up

CEO SPEAK

In EM, one can focus at: Creative side Marketing Side Production and Technical side

EM teaches to plan and coordinate with lot Of vendors ,networking & calling the shots

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5 Cs Of Events
CONCEPTUALIZATION-(Initial to final) COSTING

CANVASSING
CUSTOMISATION

CARRY-OUT TO THE EVENT

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A Peep Into an EMCs Services

Promote and produce international and domestic concerts Provide staging ,lightning, sound for concerts Production services, including stage magmt and event management Own and operate state of the art 50 watt yag laser with four remote head and fiber optic cables Provide dedicated EM services to corporate sponsors Creative integration of sponsor branding and entitlements on events Production of TV specials

Coordinate ads, publicity and PR actually for events Design, development and manufacture of quality merchandising Secure relevant permission and licenses for events Management of travel, freight movement and hospitality Source and provide audio and video recording facilities including crew Extensive networking

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Dissection of 5 Cs
Initial

Conceptualization

Final

Costing
Production Cost

Creative Idea

Ambience Carry outEVENT

ROI

Canvassing

Customization

Sponsors/ Customers

Networking Partners

Tweaking to objectives

Brand Personality

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Why Events?

Proliferation of media Traditional ways are moving from growth to maturity stage Cut throat competition-JND EM is though in nascent stage but graduating to as strategic marketing tool

Creating
Awareness

Image
Building
Creating & Maintaining brand Identity

Rejuvenate

Brands in PLC

Enhances the sensory experience

Events Helps In Brand Building

Market research

Blend of
Personality

Of client and TG

Relationship Building

Brings lot of exclusivity

Repositioning Intimate Of Brands Enhancements

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Why Events?
By Breaking the clutter
Helps to implement Marketing Plan By authentic test marketing Enabling relationship And PR Sales team motivation Increasing customer Traffic in stores Enabling sales promotions

Helps To focus The Target Market

By encouraging Two way communication

Instant publicity and sales Recruitment Of sales rep And distributors

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What we will discuss today??

6 Key elements of events Case studies-Food for thought

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6 Key Elements of Events

Venue
Event

Media Client
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TG

Lets Dissect themEvent Infrastructure

Core people-

Core Concept

Performers, actors, influencers

Core talentPerformer exhibits

Core StructureThe organization hierarchy

Target GroupThe heart beat

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Lets Dissect ThemClients

Introspection
Background Check and Negotiations Merchandising and location Points Preparation and Post Event Follow-up
Market Research

Event OrganizersWE
My category -Core strength

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Thanks
You have a nice day!!!!!!!!!!!