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Event Management:
Semester 5 | BA(JMC) |
IP University

September 25, 2020

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Event Management 5 semester

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Unit I: [Event and Event Management] bjmc notes

1. Event: Definition and Types event management

2. Event as a Communication and Marketing tool Event management notes

3. Event Management: Definition and Elements ip university

4. 5C’s of Event Management semester 5

Unit II: [Event Management Organisation]

1. Organisational Structure of an Event Management company
2. Event Management Personnel: Role and Responsibility
3. Account Planners and Liaisoning
4. Business Operations and Accounting

Unit III: [Event Management Process]

1. Event Proposal Planning: Licenses, Permissions and Legalities
2. Event Budget, Covering Cost and Methods of Revenue
Generation
3. Event Promotion: Tools and Media Coordination
4. Risk Management and Insurance

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Unit IV: [Evaluation, Assessment & Trends]

1. Evaluation and Impact Assessment: Concept, Techniques and
Application
2. Monitoring and Controlling the Event
3. Emerging Trends in Event Management
4. Careers in Event Management

UNIT 1

TOPIC 1: Event Definition and Types

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Today, events are central to our culture as perhaps never before.

Increases in leisure time and
discretionary spending have led to a proliferation of public events,
celebrations and entertainment.

Governments now support and promote events as part of their

strategies for economic development, nation building and
destination marketing. Corporations and businesses embrace
events as key elements in their marketing strategies and image
promotion. The enthusiasm of community groups and individuals for
their own interests and passions gives rise to a marvellous array of
events on almost every subject and theme imaginable.

The dictionary defines an event as ‘anything that happens, as

distinguished from anything
that exists’ or ‘an occurrence, especially one of great importance’.

Events are happenings, often used to suggest that what happened

was on an unusual scale, Memorable etc. Most of us participate in
events but managing the events are the difficult task to achieve its
objective.

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Authors such as Goldblatt (2005) have chosen to highlight the

celebratory aspect of events: ‘A special event recognizes a unique
moment in time with ceremony and ritual to satisfy specific needs’.
Getz (2005), in referring to the experience that participants have,
stated: ‘To the customer or guest, a special event is an opportunity
for a leisure, social or cultural experience outside the normal range
of choices or beyond everyday experience.’According to marketing
guru Philips Kotler, event is an occurrence designed to
communicate a particular message to a target audience.

Classification of Events
Event can be described as a public assembly for the purpose of
celebration, education,
marketing or reunion. Events can be classified on their size, type
and context. An event can be:

The event industry segment can be divided into several key sub
segments that include corporate events, competitions and
decorations, cultural events, sports events, festivals and
celebrations, personal and social events. Classification of events
can be done on the basis of size and type as shown in the following
selections.

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A. Size of Events
Organizing an event mostly is the focused responsibility of Public
relation, though it is never
possible for any one person to make it happen. In the marketing
area of a company, the
responsibility is assigned to the personnel in-charge of the regional
operations, with the head
office Public Relation providing the concept, Plan, and other support
to carry out the
exercise. The personal at the regional level hold sufficient
infrastructure and means to
execute the plan, thereby carry out the promotional work. It is
naturally logical for an

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organization to keep the spotlight on the region. In terms of size,

events may be categorized
as follows:

1. Mega Events

The largest events are called mega events which are generally
targeting International markets. The Olympic Games, world cup
soccer etc are some of the best examples of a mega event. Another
example of Mega Event can be best example that of the Maha
Kumba Mela, the largest religious gathering in history. During the
2001 event, approximately 70 million Hindu pilgrims converged on
the Ganges and Yamuna Rivers in Allahabad, India for sacred
bathing rituals that devotees believe will purify and break the cycle
of reincarnation. The gathering takes place every 12 years. The
2001 Festival, described as the “Greatest show on earth” was
arguable the largest gathering of humanity ever for a single event.

2. Regional Events
Regional events are designed to increase the appeal of a specific
tourism destination or region. FAN fair, the world’s biggest country
music festival, held annually in Nashville, Tennessee, the Kent
yucky Derby, Jaisalmer Desert Festival are all example of tourist

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destinations achieving market positioning for both domestic and

international tourism markets though their annual events.

3. Minor Events
Most events fall in to this last category and it is here that most event
managers gain their experience. Almost every town, city, states,
country host annual events. In the category of agricultural fairs and
expos, there is literally thousands of country, state. In addition to
annual events there are many one time events including historical
cultural musical and dance performances. Meetings, party
celebrations, conventions, award ceremonies, exhibition sporting
events and many other community and social events fit in this
category.

B. Variety of Events

i) Social / life – cycle event like Birthday party, Hen/Stag party,

Graduation day, Bachelor's
party, Engagement, Wedding, Anniversary, Retirement day, Funeral
etc. Personal events like birthday and wedding events are
organized in a big way. Since these personal events are organized
throughout the year, the event management organizations are
entering in the zone of personal events to gain the regular revenue.
Weddings are sole events on which families, save and spend on.
The wedding industry is estimated approximately Rs. 75,000crore,

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and growing at the rate of 25 percent every year. Today’s weddings

are grand; they are spread out several days and start with the
engagement. Then come the cocktail parties, stag parties, sangeet
and mehandi ceremonies. The event management organization
brings together offering trousseaux and bridal wear, jewellery and
decor, caterers etc

ii) Education and career event like education fair, job fair,
workshop, seminar, debate,
contest, competition etc.

iii) Sports event like Olympics, world cup, Marathon, Wimbledon,

Wrestling matches etc

Mega sports events like Olympic, Asian games, Football & Cricket
world cup games need massive event planning and implementation.
These games are attracting more crowds which pose a big
challenge to the event organizer. Since the mega sports events are
attracting participants from all over the world at a time in one city,
the organizer must provide proper accommodation, information,
health care, security etc.

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iv) Entertainment event like Music concerts, Fairs, Festivals,

Fashion shows, Award
functions, Celebrity nights, Beauty Pea gents, Flash mob, Jewellery
shows, Stage shows etc

In today’s time this type of events are gaining popularity.

Entertainment events are well
known for their ability to attract large audience, they are helpful in
generating large revenue
through ticket sell. Eg: musical concerts, exhibitions, etc. The
cultural events include religious events, classical dance and music,
art, heritage, exhibition, folklore, college cultural events, etc. Indian
classical dance and music are becoming increasingly popular with
the NRIs and foreign audiences. The college cultural events are
held in thecollege campus. The college events include dance,
music, inter/intra college competition etc.

v) Political event like Political procession, Demonstration, Rally,

Political Functions etc

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vi) Corporate event like MICE (Meetings, Incentives, Conferences,

Exhibitions), product
launches, road shows, buyer-seller meet etc.

vii) Religious event like Religious festivals / Fairs, Religious

Procession, Katha, Pravachan,
Diwali fair, Dusherra fair etc.
Almost all religions are organising special events for their devotees
which attract massive crowds. The festival like Kumbh Mela,
Tirupati Wedding, and Orissa Puri Jagannath temple festival need
immense planning and implementation.

viii) Fund raising/ Cause related event

Any event can be turned into a fund raising or cause related event.
E.g.: - auctions
Collection and dispersal of funds for a social welfare and creating
awareness for a worthy cause. They are generally conducted in the
form of music concerts, cricket matches, award ceremony etc. They
helps not only creating awareness but also helps in rising funds for
charity. The charitable trust and NGOs are organizing more events
to create social awareness & health awareness. These events
include AIDS campaign, traffic rules, blood donation awareness,
free health check up, etc.
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Cultural Events:
In today’s time this type of events are gaining popularity.
Entertainment events are well
known for their ability to attract large audience, they are helpful in
generating large revenue
through ticket sell. Eg: musical concerts, exhibitions, etc.
en organizing dance, music, cultural events and
heritage exhibition to attract tourism.
Commercial Marketing & Promotional Events:
Promotional events have high budget and they are generally high
profile events. The aim of
promotional event is generally to differentiate the product from
competitors and to ensure
that it should be memorable. The media are generally invited to
these events. promotional
events include road sows, free trial of product campaign, free
service events, outdoor
demonstration, distributing pamphlet and bit notice, data collection,
market research etc.

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TOPIC 2: Event as a Communication

and Marketing tool

Event Marketing is marketing through events, where marketing is

seen as central and the event is considered the actual marketing
tool. It as an attempt of focusing on a target group and involve high
contact intensity. It turns a message into an event that can be
experienced by the audience.

Definition: “Event marketing is an attempt to co-ordinate the

communication around a created or sponsored event. In event
marketing the event is an activity that gathers the target group in
time and space; a meeting in which an experience is created and a
message communicated”.

Event marketing, according to Advertising Age, is now an intrinsic

part of any marketing plan. Along with advertising, public relations,
promotions, events serve to create awareness and persuade
prospects to purchase goods and services.

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However, the range of events used for marketing communication

appears to be growing rapidly as does the proportion of
communications budget being spent on them. The wide variety of
types of promotional event available means that they can create a
range of benefits within the communications mix that cannot easily
be achieved as cost effectively elsewhere. Events can be used to
create new relationships or to develop further relationships in order
to retain existing customers

Event helps as a marketing and communication tool in the following

manner.

1. Helps in communicating brand message: by organising or

associating with the event, targeted at particular group it
becomes possible for a brand to stand out. In a world filled
with competing promotional messages, events offer the
opportunity to create a protected, clutter-free environment in
which to deliver a single brand message. This makes the
message far more memorable and if it has been delivered in
a unique, creative and entertaining manner then the
participants are likely to develop a preference for the brand
and ultimately a change in purchase behaviour.

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2. Presentation of brand description to highlight the added

features of product or services: to convey the product
feature, various modes of communication are used to
convince the potential customers. Special service camps,
exhibitions are perfect events that provide opportunity for
client to reach the target audience.Thus events help in
presentation of brand description for highlighting the special
added feature of the product.

3. Audience Targeting: The precise targeting opportunities

offered by promotional events make them a highly effective
communications tool. This type of event audience tends to be
targeted through grouping people according to their values,
enjoyment, personality type and social group rather than
simple demographic and geographic characteristics. This
makes the targeting more meaningful and creates groups that
have a resonance with the brand.

4. Creating and maintaining brand identity: Events helps in

achieving the goal of particular brand and thus can create a
brand identity. Events are used as marketing communication
tool where a particular brands to sponsor , cultural and local
events as well as use promotional schemes along with trade
partner.

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5. Enabling interactive mode of communication: One of the

main benefits is the ability of an event to get a small group of
people together in a controlled environment. This makes
them ideal for relationship building due to the level and
intensity of interaction and personalization that is possible.
Events can be used to create new relationships or to develop
further relationships in order to retain existing customers

6. Direct Feedback: Events provide participants with the

opportunity to interact with the brand creating an ‘all senses’
tangible experience rather than simply a visual or aural
contact.This tangibility, created through sampling, testing and
interaction, has a higher impact on the audience and also
reduces the risk associated with a purchase.

7. Enabling authentic test marketing: Bring the target

audience together by creating opportunity for marketing test
of the product for an authentic feedback through this , the
seller can identify the trails success and other characteristics
about the target audience in order to communicate in a better
way.

8. Generate instant publicity: A final advantage is the ability of

promotional events to reach an audience which is far wider
than those who attend or participate. This is achieved directly
through the event via publicity generation and word of mouth
and also through the integration of other communication
methods. Creative events are an ideal way of seeding a word
of mouth viral campaign and therefore creating an
anticipatory buzz.

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9. Generate immediate sales: most of the events display their

products for sale, it is a process of direct marketing. in event
generally highly defined target audience takes place, so its a
good platform for the client to directly deal with customers.

TOPIC 3: Event Management-

Definition and Elements

Today, events are central to our culture as perhaps never before.

Increases in leisure time and
discretionary spending have led to a proliferation of public events,
celebrations and entertainment.
Governments now support and promote events as part of their
strategies for economic development, nation building and
destination marketing. Corporations and businesses embrace
events as key elements in their marketing strategies and image
promotion. The enthusiasm of community groups and individuals for

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their own interests and passions gives rise to a marvellous array of

events on almost every subject and theme imaginable.

Event management is "the process of creatively applying necessary

professional skills in organizing a focused event for a target
audience to achieve a desired objective." Event management is a
powerful blend of creative and technical skills, essential for the
creation and delivery of any live experience (be that a wedding,
festival, private party, sporting event, conference or meeting).

ELEMENTS:

No event can be successfully completed without interaction and

inputs from the key elements of events, they are:

1. Purpose/Objective
Event purpose defines the objectives clearly and precisely. In
planning an event it is important to understand why the event is
being held, who it is for and who it will benefit. Having a clear focus
and defined objectives will help direct the planning process.

2. Event Organizers
Event organizers design & execute all activities concerning an
event. An event organizing team is structured . There is usually
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more than one person involved in organising an event. In many

cases it is useful to establish an organising committee and clearly
assign roles and responsibilities to committee members. There
should be an event manager appointed who has overall control of
the event and is ultimately responsible for the major decisions and
directions of the committee

The need for event organizers increasing day by day:-

Dealing with legal hassles such as permissions to be taken
from govt. agencies require lot of patience & hard work.
Networking with media, facility providers & suppliers is energy
sapping work to say the least.
The immense amount of experience & expertise in organizing
specific events that the client may never have, also weighed
heavily in favor of professional event organizer.
The event business requires physical presence of various
professionals and running around is a routine affair in this
field. The client employee may not appreciate

3. Target Audience

Target audience is the customer groups who form the focus of

events. The actual event design
varies with the demographic profile of the target audience as well as
the number of targeted
audience. It is from these criteria that the event gets its image and
budget. Whether the event

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would be a mega-event or theme parties, which artist would perform

or where the event is to
be held etc. primarily depend on the target audience.

Therefore, starting from the initial conceptualization to the carrying

out of the event the entire
process cognizably takes into consideration the characteristics and
the behaviour of the target
customer groups. Every marketing activity is essentially customer
based. Depending on the
clients’ marketing requirements, event organisers decide the
audience to be targeted.

4. Venue
A Venue is the site at a desired location with the required audience
capacity and available for a specific time where the event concept is
carried out. With regard to location, there are many variables to
consider, including the availability of facilities, accommodation,
transport, and the support of local stakeholders.The amount of time
that the venue is required for completion of the pre & Post event
activities i.e. infrastructure involved.
In house Venue– Any event that is executed within the premises of
the company or institution or in private homes or properties
belonging to the client is called an in house venue.

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Out House Venue – Any venue which is neither the client nor the
professional event organizer have any ownership rights is called an
external Venue.

5. Timing
To determine the right timing, there are many factors to be
considered, such as the days of a week, months of a year, holidays
or other events in the calendar, type of event, location and many
local factors.When considering the best time to hold an event, it is
important to consider other events that may complement or
compete with the event you are organising.

6. Clients
Clients are the people or organizations who act as sponsors at any
event. They sponsor the
events because they use events as a more effective marketing
communication tool to create
for themselves a desired position in the minds of the target
audience. They provide funds that
either fully or partially subsidies an event to make it affordable for
the target audience.

7. Media
Media is the specific communication mix designed to act as the
front end for the event to first inform then entice the target audience

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to attend the event. This also comprise of live & Post event
coverage for those who for some reason such as affordability time,
distance and security constraint could not attend it.

TOPIC 4: 5c's of event management

The activities required for marketing and managing events require

certain steps to be followed that can be called the five C’s of events.
There is a very complex interaction b/w the various C’s before the
carrying out stage, depending on the requirements of clients,
constraints forced by budget etc, The final concept which is going to
be carried out is a derivative of a series of modification to the initial
concept. The final concept is arrived at after accommodating
changes required for a perfect fit amongst all other C’s during the
conceptualization process. This process can be termed as event
designing.

1. Conceptualization- creative ideas/ Ambience

2. Costing- cost of production & margin on the event.
3. Canvassing- Sponsor, Customer& networking Components.
4. Customization - according to brand personality, objective of
the organization budget etc.
5. Carrying out – execution of event according to the final
concept.

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Conceptualization
It involves conception of the idea and the theme for the event.
It also takes into consideration the objective and the
elementary need for hosting the event.
Planning the theme of the event with due consideration to the
objective, target audience, venue for the event, time
constraints, media coverage and planning the core elements
of an event.
It is concerned with idea formation with a differential
approach to attracting and targeting audience.
The original concept undergoes modifications on the basis of
the inputs obtained from the other C’s. The final concepts get
defined once the constraints posed by budget, client’s
requirements, target audience profile, etc. are objectively
stated.

Costing
It will involve preparation of cost estimates, the sources of
acquiring funds and the preparation of budgets.
Creating a provision for risk coverage and managing
uncertainties also forms part of the activities.

Canvassing
Canvassing activities would involve obtaining sponsorships.
Fund raising, networking and advertising to generate the
required mileage for the
success of the events.

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Customization
Reinforcing client requirements to suit the needs of the client
and the fulfillment of objective.
It involves a blend of creativity and suitability to match the
changing trends and tastes of the customers.
It involves a custom approach, tailor-made approach aimed at
facilitating the achievement of the mission and vision of the
client.

Carryout
In this approach, execution of plans takes place that will
further the interests of the client.
It includes a set of activities and operations that lead to
accomplishment of objective.
It is a stage where the event’s activities are in progress.
Implementation of event plans and deviations, if any from the
scheduled activities, are remedied through a suitable course
of action.

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UNIT 2

TOPIC 1: Organisational structure of

an event management company

An event management company is a type of an Organisation

formed by a group of people whose task is to organize events and

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look after the designing, planning and management of these events

for their clients.

The work involved in planning, organizing and conducting a major

event can be sufficiently great to require the recruitment of a large
team of people. The number of people involved in organizing an
event depends upon the size and scale of the event. While
organizing a small party may require only one or two people,
organizing a very large event like Olympics may require several
thousand people. Members of the team may be involved on a full-
time, part-time, contractor, casual and voluntary basis. At the head
of the team is the Event Director whose job it is to keep everyone
working together for a considerable period of time.

The position of the event director is the most important and also the
topmost position on the hierarchy chart of an event management
company or team. He/she is the one responsible for directing and
looking after the smooth functioning of the entire event.

Within the supervision of an event director are the departments of

the event company and they are mentioned in the below given
lines:

1. Programmer Coordination Department

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The "Programme" is the schedule of activities from the start of the

event to its conclusion. This is the department which looks after the
coordination of the event and makes sure that everything from
ceremonies to tabulation etc. runs in smooth order and proper
synchronization. For a sport event, the programme governs which
competitors participate at what time. For a conference, the
programme stipulates the times of lectures and workshops, what
topics are offered and who is presenting.

It has several other job positions, as mentioned below:

Event coordinator
Event planner
Computer scorer
Ceremony manager
Programmer coordinator

2. Venue Coordination Department

The other department which an event director supervises or heads
is the venue coordination department. This department has the
Venue coordinator on its top position and takes care of tasks like
environmental control, risk management, setup team and bookings
of venue.

The purpose of making further site visits is to assure yourself that

nothing has changed, or at least that any changes that do occur will
not affect your event. Changes that could occur include lighting,
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fixtures removed, equipment and decor. Further site visits are useful
also to plan your event e.g. shipping in equipment.

Risk manager
Environment controller
Booking manager
Set up team manager
Volunteer manager
Volunteers

3. Equipment Coordination Department

Since an event must consist of many types of equipment, larger
event management companies employ full departments to look after
the equipments such as sound equipments, transport equipments
and maintenance equipments.

Electronic equipment can be hired, borrowed or purchased. The

acquisition of equipment needs to begin early in the event
management process. In some cases specialized equipment may
not be available on the local market. It may have to be imported
from abroad and this can lead to worrisome delays over which the
Event team has little control. Furthermore equipment may have to
be manufactured, and this may take months.

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Sound manager
Transport manager
Driver
Cleaning manager
Cleaning team member
Musicians
Dancers

4. Promotion Coordination Department

Since an event needs advertising and promotion, a promotion
coordination department is assigned the tasks related to publicity,
media liaison, media kits and promotion events.

For several reasons, promotion is a key factor in the success of a

special event. The main purpose that promotion serves is to attract
participants, spectators or both to the event. A football match
without a crowd is always disappointing and so is a local tennis
tournament with only half the expected number of players. It is
essential therefore that the efforts of many people over many
months to organise a special event.

Promotion is also important to the sponsor, if one exists. The

objective of the sponsor is to achieve as much exposure of their
name, logo and other properties as possible. Sponsors therefore

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have a keen interest in pre-event promotion and in the promotion

that can be achieved on the day through erecting signage and
product displays in view of all participants.

Promotion coordinator
Publicity manager
Marketing manager
Media expert
Sales expert
Sales executive
Marketing executive

5. Officials Coordination Department

This department consists of several sub positions like that of
umpires, referees, marshals and master of ceremonies but may not
always be a part of a medium or small sized event management
company.
Umpires
Referees
Marshal
Master of ceremonies
Official coordinator manager

6. Hospitality Coordination Department

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Hospitality is often a term used to infer food and beverages served.

However Collins dictionary defines "hospitable" to be welcoming
guests and strangers. Event managers need to see their event from
the participant/spectator point of view. The following may be some
of the items that would make spectator "guests" feel more welcome:
Seating
Food and refreshment
A reception area for dignitaries and other important personnel
Information stands manned by event personnel
Good standard of toilets, wash rooms and baby change areas
for public
Good standard change facilities
Facilities for people with a disability
Giveaways and lucky door prizes
Special services for competitors such as masseurs, lockers
Directions to venue on website
Assistance with parking

Caterer
Sponsorship executive
Hospital manager

7. Merchandising Coordination Department

Another department which forms a part of an event management
company is the merchandising coordination department. This
department handles tasks related to sales, giveaways and outfitting

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of volunteers. Selling promotional products (merchandising) is not a

necessary component of event management but it can add to the
potential for ongoing marketing of the event in future years.

Merchandising manager

TOPIC 2: Event Management

Personnel: Role and Responsibility

The position of the event director is the most important and

also the topmost position on the hierarchy chart of an event
management company or team. He/she is the one
responsible for directing and looking after the smooth
functioning of the entire event.

1) Event Coordinator:

He sits at the top most level of the authority.

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He is responsible for managing all staff members below

them.
Their role is to coordinate the detailed work required in
order to ensure the events runs smoothly and according
to the plan.
They are responsible for coordinating with all event
professionals and ensures that business operations are
efficient and effective.

2) Event Manager:

He works closely with the event coordinator

Their role is to be active and practical

Planning and changes in the schedule
Help the members to resolve the problems, listen to
their employees,
Guide them to achieve their goals and targets
He has following responsibilities:
He is responsible for planning and producing the whole
event; location, organizing transportation, catering,
finance etc.
He is responsible for procurement management and
resource management.
He formulates, prepares and implement risk
management plan (risks related to event planning and
production).
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TOPIC 3: Account Planners and

Liaisoning

ACCOUNT PLANNER/MANAGER

An account planner is a person who works for a company and is

responsible for the management of sales and relationships with

particular customers. He maintains the company's existing

relationships with a client or group of clients, so that they will continue

using the company for business. He does not manage the daily
running of the account itself rather manage the relationship with
the client of the account(s) they are assigned to. Generally, a client will

remain with one account manager throughout the duration of hiring the

company. Account managers serve as the interface between

the customer service and the sales team in a company. They are
assigned a company's existing client accounts. The purpose of being
assigned particular clients is to create long term relationships with the

portfolio of assigned clients. The account manager serves to

understand the customer's demands, plan how to meet these

demands, and generate sales for the company as a result.

RESPONSIBILITIES

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The responsibilities of an account manager can vary depending on

the industry they work in, the size of the company and nature of the
business. Each customer account can vary in demands and an
account manager may work with brand managers for one account
and a media department for another. Account managers usually
report directly to the account director or agency director of the
activity and status of accounts and transactions. An account
manager may also manage a single account or a variety of
accounts depending on the requirement of the company. Although
the responsibility can vary between companies and between
accounts, there are a shared set of common responsibilities which
are as follows:

1. Generate sales for a portfolio of accounts and reach the

company's sales target.
2. Identify new sales opportunities within existing accounts to
retain a client-account manager relationship by up-
selling and cross-selling.
3. Manage and solve conflicts with clients. The Account
Manager is expected to have specific information regarding
daily operations of the Company and keep the Client
updated.
4. Interact and coordinate with the sales team and other staff
members in other departments working on the same
account.
5. Establish budgets with the client and company.
6. Meet time deadlines for accounts.

Global account managers: Manage company accounts

worldwide. This typically occurs in large companies with
international accounts.
National account managers: Manage numerous accounts
nationwide. This typically occurs in medium to large companies
when a company has multiple locations across the country.[

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Global account managers and national account managers may

work together in a hierarchical structure. The trend is to move
responsibility for the major key accounts to the global level.

LIASONING

Liasoning is defined as the communication or cooperation which facilitates

a close working relationship between people or organizations.

A liaison officer is a person who liaises between two organizations to

communicate and coordinate their activities. Generally, liaison officers are

used to achieve the best utilization of resources or employment of services

of one organization by another. Liaison officers often provide technical or

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subject matter expertise of their parent organization. Usually an

organization embeds a liaison officer into another organization to

provide face-to-face coordination.

Managers act as liaisons when making contacts with people outside of

their area of responsibility, both inside their organization and outside in the
world at large. Being a liaison involves networking, but it is far more than
just amassing the most friends on your profile. It is about linking people
with resources. What do resources mean in the context of the liaison
role? Resources could be other people, money, information, space,
influence, or goods and equipment.

LIAISON OFFICER DUTIES AND RESPONSIBILITIES

Maintain thorough knowledge of the business, as well as an

understanding of how that impacts the other entities of contact

Monitor, coordinate, and communicate strategic objectives of the

business

Collaborate and communicate successfully with other entities outside

of the business

Work with other staff members to develop a greater understanding of

the business and any issues that arise

Develop and foster relationships with the community, stakeholders,

and other entities

Collect, analyze, and utilize data and feedback to identify

opportunities to improve the relationship between the business and
the other entity

Compile reports about particular incidents, events, or updates about

important issue for the business

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Proactively solve conflicts and address issues that could occur

between the business and the other entity

Promptly respond to incidents and other events as necessary

Act as a positive representation of the business to the community

SKILLS OF A LIASION OFFICER

Customer-oriented attitude

Excellent verbal and written communication skills

Ability to establish and nurture beneficial business relationships

Self-motivated with a willingness to take initiative and solve complex

problems

Capability to negotiate with and influence others

Analytical and mathematical mind to analyze data and create

necessary reports

Ability to thrive in a fast-paced and sometimes high-pressure

environment

Excellent stakeholder management, issues management and conflict

resolution skills

Understanding of legislation including interpretation, implementation

and the use of legislative instruments.

Ability to think strategically and respond effectively to emerging

issues.

Negotiation and facilitation skills, including the capability to

initiate creative and innovative thinking.

Sound understanding of government processes and the ability

to quickly develop beneficial working relationships with
government, stakeholders and industry representatives.

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Strong research and report writing and public speaking skills

High level communications, project management, time

management and organisational skills.

Self-motivated and efficient, with ability to work autonomously

as well as contribute to a creative, enthusiastic team
environment.

UNIT 3

TOPIC 1: Event Proposal Planning:

Licenses, Permissions and Legalities

EVENT PROPOSAL

Event proposals are the embodiment of your style applied

to your clients' vision, and they're either winning your
business or opening the door for your competitors to slide
in.

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The key to create the best event proposal is once you find
a style that works for you; it will be easier and easier to
replicate success as you go. The best part about creating
an event proposal is that you only have to do the hard work
once, and then refine it as you get feedback and negotiate
deals along the way. It’s all about streamlining.

WRITING AN EVENT PROPOSAL

When writing an event proposal the amount of detail

required will depend on the scale and importance of the
event. However event proposals generally share many
common components. The information that event
proposals should convey includes but is not limited to the
following:

Description of the Event

Experience
Venue and facilities offered
The event program
The proposed event budget

Description of the Event

It is important to provide the reader of the event proposal

with an overview of what the event is about. Some events
need very little explaining because they are commonplace.
However, it is unwise to rely on the title of the event alone
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to explain its purpose. In providing an overview for the

reader, it may be important to describe the main
participant target group(s), the main goals to be achieved
in running the event and, if the event is somewhat unusual,
one or two sentences that provide the reader with mental
picture of what the event will be.

Experience

The organization for the event should enthusiastically

praise its experience and capability. It is crucial that the
proposal is such that your client believes that the event
company will be able to put on a good show. The proposal
should contain information about the event management
experience of the proposed event team. If experience in
staging events is limited then it is useful to mention any
managerial, project management or co-ordination
experience in any other field. Qualifications of persons in
the event management team may also prove useful to
mention. The proposal should also describe any training
that will be given to event volunteers.

Venue and Facilities offered

The reader of the proposal will want to know whether the

venue is suitable for the event. The proposal should outline
all facilities available at the venue, everything from toilets
to car-parking. For indoor events, the type of surface,
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lighting, air-conditioning, seating, electronic equipment

should be well described. For outdoor events, the level of
maintenance, seating and shading for spectators, fencing,
drainage and floodlighting is worthy of mention. The
number of change rooms and their condition for
teams/participants is always important. It is often
worthwhile to include a map or floor diagram. Photographs
of key features of the venue may assist. There needs to be a
detailed description of what would be attractive to event
goers and how the venue will fully cater for the needs of
the event, including performers, officials and spectators.
Don't forget to include information about public transport
to the venue, and car parking for those who arrive by car. If
the venue has staged similar events in the past, you should
make mention of this.

The Event Program

It is often the case that the host organization has little or

no say in setting the competition program when the date
or dates have been set by the sport governing body.
However, at the initial stage, the event proposal may
suggest a competition program in terms of the number of
days, and the start and finish times each day. It is
important for decision makers to know how many hours a
day the venue is available. It is worthwhile to consider that
the program should also include ceremonial events with

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visiting dignitaries who may make speeches or present

awards. Furthermore, the event bidding team can propose
entertainment 'extras' that may start or finish the program
or fill any gaps.

The Proposed Event Budget

The proposal should include a budget of probable income

and expenditure. It is important that such a budget is
realistic and therefore some care and consideration needs
to be given to suggesting sponsors that have not yet
formalized any sponsorship agreement. The event budget
should not show a loss when all projected income and
expenditure has been taken into account. If the budget
predicts a loss there will be major concerns in the minds of
those who assess the event bid proposal. There is also an
expectancy that the organisation will have an opportunity
to make money through the canteen, bar, fundraising
raffles and merchandising. These forms of income should
be reflected in the budget in the event proposal.

LICENSES

If you are planning on running a public event, there are a

number of procedures that you will need to go through,

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including obtaining permission or a specific license from

the relevant authority in your area. It is not uncommon to
actually need more than one type of license for an event
and this could involve things like obtaining an alcohol
license or getting consent to erect a temporary structure
like a Smart Space building that you are using to host the
planned event.

Here is a look at what is involved in planning a public event

that is fully compliant with all the relevant rules and
regulations that are likely to apply.

Entertainment and alcohol license

If your event is being held in a designated public space or

arena, you will need to obtain an entertainment license if it
is your intention to provide any music, singing, dancing,
drama, film or any kind of spectator sport.

You will also need to obtain a license from your local

council to sell alcohol. The licensing Act 2003 applies to
venues that are either indoors or outside, so it does not
matter whether you are using a school hall or a public
park, sale and consumption of alcohol will need to be
licensed.

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You may well find that some venues will already hold the
necessary Premises License that allows for these activities
to take place, but you should definitely make that one of
your first questions when starting to organise the planned
event. If the venue confirms that it does not hold the
required license already, you will be required to submit a
Temporary Event Notice or even a full premises license
application. The relevant council department should advise
and guide on this if you are not sure what you need.

You might also want to check regarding the requirements

for your live entertainment, as the Live Music Act 2012
meant that some live music became deregulated.

Using TENs effectively

A Temporary Event Notice (TENs) is often the most cost-

effective and straightforward way to cover an event under
the Licensing Act 2003, but it does have its limitations.

Obtaining a TEN will allow you to have a maximum of 499

people on site at any one time and the license will only be
applicable for a total of 96 hours, although 4 days should
cover most events. The other point to remember is that
each individual premise can only have a maximum of 12
TENs in any calendar year and a total of 15 days covered by
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TENs in total, so you will need to check the availability

based on the current tally for the year.

If you are intending on using TEN’s to license your event,

you need to submit your application no less than ten
working days prior to the event and your application needs
to be made to the local licensing authority and also the
local police as well. The owner of the land or venue does
not have to make the application on your behalf, but you
will need to obtain their written permission to confirm
that you have the authority and agreement to make the
application.

Premises license

You may choose to use a venue that actually has a premises

license granted and if this is the case, the license will be

valid for the life of the business, so liaise with the venue to
clarify the position before making any applications
yourself.

If you want to apply for a premises license, you will need to

submit your application no less than two months before
the first day of your planned event and you will need to
copy a number of relevant bodies in on your application, so

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get guidance on this if this is your intended course of

action.

PRS

You should also remember that if you are going to be

hosting a public event that involves the playback of music,
you will need a permit from the Performing Rights Society
(PRS). The PRS collects fees that are royalty payments for
composers and a PRS permit is always required to ensure
you are fully compliant.

Temporary structures

If you are intending on using a temporary structure like a

building or even a radio mast, you will need to make a
Section 30 application for permission to do so. These
consents are normally for an unlimited duration or easily
renewable, depending on the length of time that the
relevant structure is intended to be in use. There are
several licenses required and applications to be made
depending on what type of event you are holding and
where it is being held, so make sure you liaise with your
local authority to get everything done in plenty of time.

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1. PPL (Phonographic Performance Limited) License

PPL is a licence for playing recorded music in public, the

licence for public performance of music recordings. It
allows you to use other artistes’ musical creation at your
event with freedom. Suppose, you are planning to organize
an EDM in India, and you are playing recorded music or
musical videos at the event “in public”, then the event will
require to have a PPL license.

2. IPRS (Indian Performing Right Society Limited) License

IPRS is a licence for playing/performing non-recorded

music in public, a licence “for the artistes, of the artistes.”
Supposing there is a popular artiste performing live in
India, then the event will require a IPRS licence. Also, the
artiste needs to be a registered member of IPRS. Unlike

PPL, IPRS issues licenses to the music users. It collects

royalties for the artistes, from the artistes on behalf of its
registered artiste members (such as lyricists, composers,
publishers and performers of music) and distributes the
royalty to the music owners/members.

3. Excise Licence

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Excise licence is a tax levied for the sale or supply of

alcohol. Organizer needs to procure excise permission in
order to serve alcohol in a live or recorded music event in
India. For hosting an event with liquor service inside and
outside the premises, one needs to have an excise licence.
If the event will take place at an alcohol on-licensed
premises then the organizer need not procure a licence.
On the other hand, if the hotel or venue doesn’t have liquor
serving licence, the organizer needs to obtain one for his
event. Ensure that your event attendees are of legal
drinking age (LDA). Identity cards will be compulsory at the
event to verify and confirm their age. Also, provide them
LDA (Legal Drinking Age) bands with the physical passes at
the event venue.

4. Loudspeaker Licence

Any public event held in any public or private venue

requires a loudspeaker licence. Since it is a musical event,
it requires licence for loudspeaker use and this permission
needs to be obtained from the local police authorities
under whose purview the venue falls. The authorities may

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limit the size and number of speakers based on nature of

the event.

5. Premises Licence

A premises licence allows an event to carry all the

licensable activities at the venue such as providing late
night entertainment between 11 p.m. and 8 a.m, large-scale
events allowing an audience of over 500 people, selling
alcohol as well as serving food and beverages between 11
p.m. and 5 p.m., etc. Contact the nearby municipal
authority of the venue, where the event has been
scheduled to take place for applying the premises licence.
Make sure you apply the premises licence before a 28-day
consultation period.

6. Commercial tax (entertainment tax)

You need to take Commercial Taxes Licence for organising

your event. The Entertainment Tax has to be calculated
based on the estimated number of tickets to be sold. The
percentage of entertainment tax varies from place to place
and state to state. So, the payment of the ET has to be

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done well in advance and the tickets need to be stamped

by the Commercial Taxes department without which a
ticketed event cannot be kickstarted. However, please be
advised that in case the number of tickets sold are less, you
can claim refund of the amount paid in advance towards
ET.

Also, please make sure that the venue you have hired for
the conduct of the event has valid permissions and
licences from the authorities concerned.

Similarly, there are numerous permissions required to

organize a live musical event in India. Take a look at the
following to know more about the permissions that need to
be obtained before a live musical event is staged.

The permissions are as follows:

Rangbhoomi License
No Objection Certificate from the Local Police
Station.
No Objection Certificate from the Traffic Police
Department
Police Commissioners Note
No Objection Certificate from the Fire Brigade
No objection Certificate from the Additional
Collectors office
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Documents you will require to get these licenses :

Floor Plan From The Venue

No Objection Cerificate From The Venue
Letter Of Application To Different Licensing
Departments On Your Company’s Letter Head Along
With An Affidavit On A Stamp Paper.
Visa And Contract Copy Between The Artists And
Employee Company If You Have Any Foreign Artists
Performing. It Would Be Preferable In This Case To
Get Artists On A Business Visa And Not An
Employment Visa.

TOPIC 2: Event Budget, Covering

Cost and Methods of Revenue
Generation

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Phase 1: Clarify your event budget strategy

Before you dive into the actual budgeting, it’s important to

take a step back and think critically about what you will be
spending your money on. The following are the best places to
source useful data that will inform your approach for your next
event.

1. Reference historical event budget data

Unless your event is in its first year, you’re sitting on a

treasure trove of data on what you used your event budget for
in the past. Begin by identifying line items that you overspent
or under-spent on and see if they’re the same or different from
year to year. (If it’s your first year, consider the typical
breakdown below.)

Once you’ve pinpointed specific things that you tend to

overspend on, it’ll give you a better picture of what needs
more budget, making it easier to be accurate earlier on in your
process instead of repeating past mistakes. In addition, you
can run your preliminary budget past your clients and your
boss for the green light. That way, you’ve already got a
working doc in place to update as you move forward.

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2. Consider recent trends in event budgeting

With that being said, if you and your team have faced budget
constraints, you’re not alone. In a recent survey of event
creators, 9 out of 10 said their budget is insufficient. Yet 55%
said their budget will stay the same in 2019.

So where does the money go? For the event creators

surveyed, the top costs were:

Marketing and promotion: 43%

Speakers and talent: 32%
Printed materials: 29%
Venues: 18%

If the breakdown is similar for your event, then check out the
section below on event marketing for some ideas on how you
can trim your marketing spend, no matter the size of your
team or event.

3. Set your goals for your event

Once you’ve identified areas to tighten up your spending, you

can set specific your goals. Whether you want to increase the
amount of money you receive from sponsors or make your

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money go further without using up your contingency fund,

setting goals will keep you focused.

Set targets early on, including how many tickets you want to
sell and how much sponsorship revenue you want to
generate. Doing so will keep your income on track for your
spend.

4. Get buy-in from all departments and stakeholders

The sooner you can get the green light from your
stakeholders to start planning, the better. A rough budget can
help you get an estimated figure that you can revise as you go
along.

Always get a minimum of three quotes for anything, even if

you have a vendor you like working with. Chances are good
that you’ll find someone else who will go lower and your
favorite vendor will match their price, or throw in something
else like free parking for event staff.

Phase 2: Map specific expenses in your event budget

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Now that you know your areas of focus, it’s time to list all the
line items to track in your budgeting template. These will
include particulars like rental cost, lighting equipment, and
more.

5. Map out all your expenses so you can make informed

decisions

Define the focus areas of your event. This will help you
prioritize your spending and invest in what really matters.
Once you have your overarching categories defined, you can
start to drill down and fill in the costs.

Be as specific as you can with line items on a budget. Don’t

be tempted to lump things like “food and alcohol” together, as
you may be sourcing them from different vendors. If you’re
comfortable with them, use formulas to see profit or loss in

real time.

Typical budgets have two columns for cost — projected and

actual. The better your research, the more these two columns

will match.

6. Incorporate your event experience costs

Not sure what costs to list for your event experience? The
following are the most common ones to consider when putting
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together your budget. You’ll want to list out the different line
items for each major cost, so you can keep track of the
details.

Venue
Staffing
A/V equipment
Decor
Programming (speakers or performers)
Signage and event branding
Attendee experiences
Travel

Typical event expenditure

Events costs will depend on the scale and type of event. Not all the
categories stated in the table below will apply to every event.

Travel and Costs associated with officials needed to run the

Accommod event, may have to be borne by the event
ation organisers. Event participants are generally
responsible for their own travel and accommodation
costs. In minor or local events, travel and
accommodation costs are unlikely.

Trophies, The cost of medals, trophies and other awards

Awards requires detailed knowledge about the number of

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competitors, the categories of divisions of the

competition and the format of the competition.

Salaries Applies only to the events are which are organised

by professional staff.

Postage Events usually require considerable communications

and with participants and the event management team.
telephone

Stationery Special event stationery may be printed but

and otherwise there is always a lot of photocopying and
Photocopyi usage of organisation letterheads to write
ng correspondence.

Medical Events require persons with at least First Aid training

Fees to be in attendance. Larger events may also warrant
the employment of a doctor and physiotherapists.

Venue Hire A critically important aspect of the budget.

Information about the probable cost of the venue
needs to be obtained as early as possible. Beware
that there some hidden costs such as security and
supervision costs, and heating and lighting costs.

Insurance Additional insurance can be taken out to cover risks

of injury and/or financial losses associated with
events.

Printing Event programmes, posters, fliers and other

promotional documents may need to be printed -

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especially where quality and colour is required.

Promotion Expenditure on promotion may be considerable

where a significant proportion of the event revenue
is likely to be earned through spectators. Promotion
covers items such as advertising, give-aways, costs
associated with promotional events and sponsors'
signage.

Equipment Includes equipment directly used by participants in

Hire the event and also any equipment used by the event
management staff including sound systems,
computers, mobile phones, two way radios, etc.

Transport Includes costs of transporting equipment and hire of

buses.

Indirect Costs

Indirect costs are costs that cannot be directly attributed to the

event. The staging of the event increases these types of costs but
the increase cannot be measured accurately. Instead, the amount
of indirect cost attributable to the event is estimated.

Categories of Event Costs (Indirect)

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Salaries Cost of salaries of organisation staff that assist with

the event. This indirect cost could be allocated on
the basis of how much time the staff spends on the
event.

Office Office expenses include cost of phones,

Expenses photocopiers, computers, printers, postage,
stationery and office rent that cannot be directly
costed to the event. An estimate has to be made of
what proportion of these costs are charged to the
event as indirect costs.

Facility Some proportion of the cost of facility maintenance

Maintenanc should be allocated to the event
e

Electricity In most cases the amount of electricity used by an

event can only be estimated and therefore an
indirect cost.

Use different colors to shade your spreadsheet so you can

see at a glance which line items belong in which categories.

7. Include your event technology costs

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Investing in the right technology can make a huge difference

in your ability to maximize your event budget. You need to
choose a ticketing partner who can help you provide a
delightful registration process and a mobile event app that
people actually use.

These are the three most common technology costs to

consider including in your event budget, depending on

whether they apply to your event or not:

Event app
Ticketing partner
Livestreaming

Choose a ticketing or registration partner that lets you pass

along fees to your attendees, so that you don’t have to pay
anything out of pocket.

8. Estimate your event promotion costs

There are many ways to save money on your promotion

costs. But you have to start by understanding how effective
your current promotional strategy is — and data plays a huge
part in that.

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Look closely at your marketing spend and how many ticket

sales come from each effort. Then invest your budget in the
channels that yield the highest return on investment — and
stop doing anything on the channels that aren’t.

Especially if your team is small, maximize your marketing

budget by investing in the the right marketing tools and
technology for your event, a lot of them free. Here’s a list of
the most common areas you can trim down your spend:

Social media: Use one of these free tools to automate your

posts without spending more.

SEO: Partner with a ticketing partner with industry-leading

domain authority so your events have a better shot at ranking
in Google — without any more investment from your team.

Check out process: Small tweaks to your purchase process

can drastically increase your sales, without any other
changes.

It costs six to seven times more to acquire a new attendee

than it does to retain an existing one. Are you doing enough to
nurture past attendees in your event marketing?

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Phase 3: Master event budget best practices

It’s rare to find someone who loves managing their event

budget. Even if you are somebody who enjoys tracking every
receipt, the following strategies can help you keep everything
in check and get more mileage from your budget.

9. Consider event ROI

Ultimately, your event budget is how you’ll be able to calculate

your event’s return on investment. Want to turn a profit? Use
your budget to control your event’s total cost, so you can meet
your goals and grow your profit margin for the next year.

Not sure how to calculate your event’s ROI? Use this simple
equation:

[(Total Sales Revenue – Total Cost of the Event) ÷ Total Cost

of the Event ] X 100 = ROI

If your ROI is 1X, it means you broke even. Most events aim
for an ROI of at least 2-3X.

10. Leave an emergency fund

You just never know what’s going to happen in the days

leading up to an event. Working some leeway into your
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budget gives you enough breathing room to absorb

unexpected costs, in case you might need to add to your A/V
order or a speaker’s fees turn out to be higher than expected.

Depending on your event type, plan on having a contingency

figure between 5% – 25%. Remember that your buffer will
change throughout the lifecycle of your event.

11. Avoid common event budgeting mistakes

A common event budget mistake is ignoring it. Truth is, it’s too
easy to misplace receipts or quotes. Spending a little bit of

time on your budget every day (at least 10 minutes) will help
you stay on top of new developments in real-time, rather than
letting things pile up in a heap.

Another mistake to avoid is not exploring all the different

avenues of revenue that can increase your budget. One-third
of event professionals generate the majority of their revenue
from sources other than ticket sales. Don’t just offer your
sponsors the generic bronze/silver/gold package. Really work
together to find out what your sponsor wants to achieve and
collaborate with them to provide a valuable partnership. You

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can use this workbook to value your sponsorship packages

compared to market rates.

12. Get creative to make your event budget stretch further

Still not getting your budget to budge? It’s time to think

creatively about how you can market your event and deliver a
great experience for attendees using the event budget you do
have. You can’t eliminate marketing costs entirely, but you can
make savvy decisions on where to offset it.

For example, get scrappy by:

Promoting with the help of influencers

Using free technology tools
Outsourcing what you can to interns or volunteers
Partnering with brands and local businesses

CATEGORIES OF EVENT INCOME / METHODS OF

REVENUE GENERATION

Government Grants

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Government grants to assist with the running of events are not easy

to obtain. To be successful, applicant organisations need to

demonstrate that the event has strategic regional importance. For

example it may increase overseas tourists to the region.

Sponsorship

Despite the prevalence of event sponsorship in the sport and

recreation marketplace is increasing, many organisations have

great difficulty in achieving a significant amount of sponsorship.

Competition between sport and recreation organisations for

sponsorship is intense. Organisations need to be very professional

in their approach to sponsorship and to be able to offer sponsoring

companies outstanding value in promotional services. Event

Directors need to exercise some realism and caution in relying too

heavily on sponsorship.

Merchandising Sales

The term merchandising applies to the sale of a range of products

that may be strongly identified with the event or the organisation

hosting the event. A common example of merchandising is the

production and sale of T-shirts, polo shirts, caps and other forms of

clothing that are screen printed or embroidered with a design or

trademark of the event. Participants tend to purchase such articles

for their commemorative value. Other typical forms of merchandise

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include glassware, pens, dish cloths, drink bottles and badges.

Merchandising may be a form of income suitable for events that

have larger numbers of either players or participants.

Participant Fees

The charging of fees to participate in the event is perhaps the most

common form of event revenue.

Sport and recreation events are a service provided and it is

reasonable to suggest therefore that all basic costs of the event

should be covered by participant fees. These "basics" include the

hire of the venue, provision of appropriate equipment and the

administration of the event.

Sponsorship and government funding, if it can be achieved, allows

the organisation of the event to go beyond the basics. The event

budget should be set so that if sponsorship and/or government

funding is not forthcoming the event does not have to be canceled.

Raffles

It is common to find that recreation organisations employ "on-the-

day" fundraising strategies. The most common example is the raffle

and a small amount of income can be achieved this way. Whereas it

is difficult to achieve cash sponsorships, it is easier to obtain goods

from sponsors which can be raffled. Event Directors should identify

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and research legislation in their own state/nation that pertains to

raffles and other similar forms of fundraising. Raffles are often

regulated by governments because of the potential for fraud and

misrepresentation.

Spectator Fees

In some cases, events are sufficiently popular and entertaining to

attract paying spectators. However, it can be difficult to obtain

money from spectators in circumstances where there no restriction

of access (for example an outdoor event with no perimeter fence). If

this is the case it may be better to make off-street parking for a fee.

TOPIC 3: Event Promotion: Tools and

Media Coordination

Marketing is very important when it comes to events. To

successfully host an event, event

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managers have to make sure they meet the targeted objective of

the event. The objective is
only met when there will be enough consumers attending it. For it to
happen, the event manager has to use various marketing
techniques to attract maximum number of visitors. These
techniques are advertising, promotions, publicity stunts, public and
media relations

Event promotion is the practice of using different marketing

strategies and channels to get the word out about your event and
drive event registration. This can range from email to social media
to flyer handouts. Any marketing tactic that brings awareness to
your event is known as event promotion. By contrast, event
marketing is the process of driving business goals for a product,
brand, or service through in-person events.

Marketing tactics for both B2B and B2C companies are largely the
same, however the promotional examples used in this guide will
specifically feature events that are more B2B-focused.

To start with, a marketing plan initially needs a research on target

market of the event. The
research should find out information on various marketing activities
that can be used to plan
an event successfully. During the marketing planning process event
managers should know
what kind of demand is in the market. Then according to that, they
should select the appropriate target market segments. The
promotional activates for the event is another important
factor that determines success of the event.

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How to Promote an Event Successfully

Promoting your event is big business and the good news is that it
doesn’t have to cost the earth. There are a lot of tools to help you to
boost event attendance. At the end of the day, if used correctly
these platforms can pay for themselves several times over by
increasing event attendance levels.

What Are the Most Effective Event Promotion Tools?

TRADITIONAL MEDIA

Advertising – posters, photos and video advertisements

Depending on the geographical distribution of your target market,

print media advertising can be a means of communicating with local
audiences via local newspapers and community publications, or you
can reach further afield through advertising in national publications,
whether these are generalist or special interest publications. You
should also consider negotiating around advertising that in return
for purchasing advertising the publications will also run a story on
your event and possibly a competition.

Radio stations also often appeal to particular demographics and

geographical areas and many also have a public interest remit
within their operations. This means, in addition to purchasing

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advertising, they can be approached to run interviews, competitions

and disseminate real time information surrounding your event.

Television advertising is often beyond the budget of many events,

but if you have produced a promotional video for the event you
should consider approaching local TV stations to discuss the costs
of advertising or the potential for a local news story surrounding
your event.

Public relations: As mentioned above there may be a range of media

who will be interested in your event and assist in getting information

about your event to the general public. As above you need to identify

the media consumed by your target market and focus your efforts on

sympathetic media outlets such as local media, special interest media

and so on. Consider producing a series of news items for the media

focusing on what is unique/different/news worthy about your event and

how it will be of interest to the readership of the media being targeted?

When producing materials also consider and match the writing style to

the media and target market. It may even be of use to produce media

packs for your event, containing press releases, event photos, factual

data about the event and even interviews with key performers.

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Running competitions that offer free tickets can be a good way of

encouraging different media outlets to provide coverage of your event.

Banners

Large vinyl banners and perfect for outdoor event marketing. Place
banners near busy intersections and along roadways to help get the
word out. Banners strategically placed at similar, non-competing
events and relevant venues can help you reach more targeted
attendees. Keep your banners simple and give customers an easy
way to follow up, such as including your website URL.

Flyers

Flyers are excellent event marketing tools because they’re so

versatile. They can be placed in prominent public areas as well as
targeted venues, handed out on the street guerrilla-style, inserted
into newspapers and magazines, and even folded and sent via
direct-mail.

SOCIAL MEDIA

Social media marketing for events

One of the best ways to spread the buzz about an upcoming event
is by using social media. With several platforms to leverage, you
can get the word out to various segments of your audience where
they live online.

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To maximize your social media event marketing efforts, however, it

pays to put some strategy behind your posts. After all, it’s not
enough for your followers to see your updates – you want to
engage and convert them.

Depending on your industry and target audience, some social

platforms may be more effective than others. Typically, if you can do
some promotion on Facebook, Twitter, and LinkedIn, you should be
well covered. Here’s a quick overview:

Facebook: Share event updates, engage followers, and create

event pages. Target your messaging to specific groups using paid
promotion.

Instagram: Share pictures and videos at all stages of event

promotion, with Instagram Stories and livestreaming to engage your
audience.

LinkedIn: Use this professional platform for B2B and industry

networking, and to post company news and event announcements.

Twitter: Write short posts and create an event hashtag to build

excitement before and during your event.

PPC Ads

Pay-per-click advertising can cost you quite a bit but it is definitely

effective if administered well. Since your paying for each click,
make sure that you’re setting up your ad to attract a more qualified
audience that is likely to convert.

Content Marketing

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Content creation is must in the world of contemporary marketing

and you can hardly design a good campaign without it. Event
promotion through content marketing relies mostly on blog posts,
infographics, and videos, and adds value for your audience before
the event even starts.

Influencer Marketing

A marketing campaign that puts influencers at the center can draw

large crowds and pre-event excitement, as their followers are more
likely to take their word than they are yours.

As you get better with social media, you’ll want to get a sense of
what’s working and resonating with your followers. That way, you
can tweak your strategy accordingly, and hopefully, drive more
ticket and registration sales.

When you’re making these tweaks, make sure to measure these

key metrics:

Engagement rate: Are your followers engaging with the content you
post? Look for trends and re-post your top content to improve your
engagement rate and show up in more feeds.

Clicks: How many social media users are clicking on the links to
your ticketing page?

Sales: If you use Eventbrite, you can see how many sales each
social media channel has driven in your event reports.

Return on investment: If you’re using paid advertisements, be sure

to monitor your ROI (return on investment) to make sure your spend

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is paying off.

SEO (search engine optimization) for events

For some events, search can drive a fair number of ticket

purchases or registrations. But those sales aren’t automatic — it
takes dedicated effort to make your event rank in Google search
results. The key is search engine optimization (SEO) or, put more
simply, designing your event page to show up at the top of search
results. Here are three basic principles to follow to get your event to
rank on Google.

Keywords: Search engines know that events are timely and

location-based, so they will use your event’s date and location to
determine its ranking. You increase your chances of ranking even
more if you include your city or state in the title of your event. If
you’re directing traffic to your own event page, make sure your
domain name (or URL) also includes the keyword-optimized name
of your event.

Domain authority: The higher your partner’s domain authority, the

better shot your event has at ranking in search results. Eventbrite is
one of Google’s top 100 most trusted sites — the only ticketing or
registration page with a high enough domain authority to rank
alongside sites like Yelp.

Mobile search: More than half of Google searches happen on

mobile where it becomes an Accelerated Mobile Page (AMP)
search result. Eventbrite is the only ticketing company using AMP
for all event pages. This means your event will automatically show

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up first — and fastest — when people search for your event on a

mobile device.

Email

To sell out your event, you’re going to need a good email marketing
strategy. Not only is email a direct line to potential attendees, it’s an
optimal channel to build your audience.

To make your event email marketing the most effective, you need to
pay attention to three key metrics: Your open rate, click-through
rate, and unsubscribe rate. On average, event emails tend to see:

26% of recipients open their event emails

4.95% of recipients click links in their event emails

0.8% of recipients unsubscribe to their event emails

Stand out in an event-goer’s noisy inbox with these event email

templates written with the experts at MailChimp.

Event website: It can be relatively simple and cheap to set up a

website. With the ability provide vital information, event photos and
videos and links to social media, your venue, ticket outlets,
entertainers and performers, a website is a highly valuable element
in your promotional mix.

Marketing Strategy

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Your event marketing promotional strategy can be broken down into

pre-event, event launch, day-to-day marketing, and “last call” — the
final push before your event goes live.

Pre-event marketing strategy

Create an event page: Capture early interest and have a central

registration page to drive people to.

Media Alert: Draft and distribute a media alert (aka “press

advisory”) 2-3 days in advance of the event. Send the alert in the
body of an email and as an attached document. Include a personal
note to each media contact whenever possible. Be available to
provide any additional information as requested. On the day before
the PR event, follow up with phone calls to the media outlets, as
this is when they are making up their tentative schedules.

Event press release: Gaining press coverage can help to amplify

your event beyond your own network and can increase ticket sales
and the number of people attending the event.

Craft a social media announcement: Get on social media early to

create momentum for your event promotion, build a community, and
spread your company’s mission.

Write a blog post about your event’s mission: Tell people why
you’re organizing the event, and use it to fuel the rest of your pre-
event marketing. Blog posts are also less sales-focused than an
event landing page, so you can use them to attract some initial
interest among prospects and customers.

Start partner outreach: Event marketing partnerships can be

crucial to your event’s success. Start reaching out to potential
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collaborators like complementary brands, sponsors, vendors, and

media partners early, before your event has officially launched. This
way they can help you spread the word from the very beginning.

Send out a launch email: With your event ready for prime time,
you should get your first major email blast out to potential
attendees, including those who pre-registered.

Day-to-day strategy

Thought leadership and guest posts: Blogging on your company’s

site is important, but you need to reach new audiences beyond it in
order to find new attendees. The best way to do this is through
guest posts or creating pieces of thought leadership or original
research that others will be happy to share.

Finalize your event promotional budget: It’s too easy to misplace

receipts or quotes. Spending a little bit of time on your budget every
day (at least 10 minutes) will help you stay on top of new
developments in real-time, rather than letting things pile up in a
heap.

Announce speakers: Another way to generate new interest and

keep attendees engaged is to announce who will be speaking (or
performing) at your event. It gives people a sense of not only the
type of crowd that will be attending, but also what they can expect
to learn.

Last call event marketing strategy

Final blasts across channels: Your final blog posts, social media
updates, and emails should now take on a more urgent, sales-
focused tone as you’ve spent the past few weeks or months
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building up a relationship. Now is the time to be super clear with a

direct call to action and convert long-term strategy into ticket sales.

Attendee referrals: Why not reach out to your existing attendees

and incentivize them to promote the event on your behalf? Word of
mouth is consistently shown to be one of the most powerful and
effective marketing tactics you can utilize.

Influencer outreach: If you’re looking to fill a few last-minute spots

or get the word out in an impactful way, then influencers could be
your best shot. It may be advisable to contact them at the start of
your campaign.

Phone: If you’ve noticed that a few of your targeted attendees or

some of those pre-registered leads still have not bought a ticket,
why not give them a call? You’ll find it’s a relatively time-intensive
but effective way of securing a few more sales if needed.

Post Event Strategy

Media: Distribute a press release recapping the event

news/announcement. For media that does attend the
event, provide a hard copy of the press release to them at
the event in their media kit. For media that does not
attend, or if you are looking to send the release out on the
wire to a larger audience, distribute the release shortly
after the event has ended. Send the release in the body of
the email and as an attached document. Provide event
photos whenever possible. And include a personal note to
each media contact if you can.

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Blogs: Some stuff to include in your blog or vlog for post-

event engagement includes:

A thank you message to everyone who attended

A montage of testimonials and event highlights
A post-event offer exclusive to everyone who attended
A collection of memes and GIFs compiled from the event
A deeper look into the product or service promoted at the
event

Send post-event emails: Active after Concluding! Don’t let

your attendees forget the amazing experience, send e-
mails and newsletters asking for feedback and follow-ups.

Share content on social media with images and videos:

Sharing is caring and also a popular and one of the most
recommended post-event promotion ideas. Social Media is
the king of sharing content in both graphical and text
format

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UNIT 4

TOPIC 1: Evaluation and Impact

Assessment: Concept, Techniques

and Application

Event evaluation is an activity that seeks to understand and

measure the extent to which an event has succeeded in achieving

its purpose. The final stage of events management is the evaluation

of the events' outcomes and the processes employed to achieve set

outcomes.

Event Evaluation is concerned with assessment, which usually

involves measuring a set of key variables, as well as monitoring
those variables to determine positive and negative outcomes. It is a
subjective determination that can utilize objective quantitative
measures. To carry out an event evaluation and measurement
exercise it is essential that the predefined objectives of the events
have been properly understood. The brief should contain all the
data to be communicated since if an event has been organized

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without a clearly defined purpose, any evaluation would be rather

pointless.

Event evaluation is necessary to make you and your team more

efficient and effective. 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.

Why do you need to evaluate the success of an event?

The use of event success metrics helps event planners see the
whole picture and track the general performance of their events.
Therefore, a comprehensive event evaluation process has
numerous advantages:

checking the completion of long-term and short-term event

goals;
tracking the engagement of attendees to understand which
activities work best for your target audience;
monitoring team success;
finding ways to increase the event revenue in the future.

3 Best Ways to Evaluate Results

There are different ways to measure your event’s success. They

should all be listed in your post event evaluation report.

1. Observation and Feedback

During the event, track its performance. Provide digital feedback

forms to everyone involved in your event, from your brand

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ambassadors to the management team. Give your event attendees

an easy way to provide feedback (and encourage them to include
their contact information) both during and after the event. This can
be a digital or physical feedback form, or you can utilize a contest or
drawing as a way to collect their information. From there, send them
post-event communication that includes a few feedback questions
and maybe an offer.

Try to embed only short and comprehensive questions which

capture honest responses and demonstrate how your event guests
really feel about the event. If possible, offer numeric options for
responses to minimize the time spent on filling out the surveys.

Then ask your guests to rate each part of the event from 1–5 or 1–
10:

The event as a whole

Venue and facilities
Food and drinks
Speakers and entertainers
How likely they are to recommend the event

With the help of the feedback form from your clients and target
audience, discuss the problems which occurred pre-event, at-event
and post- event with your team members. Write all those problems
on your notepad along with there possible solutions. Discuss how
these problems can be solved or avoided in the next event.

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2. Calculating Return on Investment (ROI)

How do you calculate your event’s ROI? Include the following major
components in your evaluation:

Monetary outcomes

The efficiency of planning your event is also dependent on how the

budget that you spent on event organization relates to the
generated revenue. To measure your monetary outcomes, calculate
anticipated cost vs. anticipated revenue at the stage of event
planning, as well as actual cost vs. actual revenue after the event.
This way you get the necessary data for the analysis of your
budgeting strategy. Still, keep in mind that monetary revenue isn’t
always the principal indicator of event success. For instance, if your
primary focus is maximizing sign ups, some budget uncertainties
can be allowed if they help attain the key goal.

Leads Converted to Sales

Street events can attract leads that later turn into customers. How
many leads did this event generate? What is the average revenue
your company will see with each lead generated? Compare the lead
value to the event cost to determine ROI.

Buying and Selling Process

Don’t stop at brand awareness. Consider giving event attendees a

way to purchase your product or service during the event, or
provide them with a limited time offer to encourage them to buy

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shortly after the event. Use offer codes or event sales data to track
every transaction and calculate into the event’s ROI.

Product Demonstrations

A great way to attract more potential customers is to conduct a live

product demonstration. Track which sales are related to product
demonstrations to both calculate into the ROI as well as determine
their effectiveness for your company.

Product Samples

Spend on sample products should be factored into the ROI

calculation, however track sample effectiveness through consumer
feedback if possible.

Now that you have calculated your expenses and revenue after the
show, do you think your event made a profit? Answering this
question based on your ROI will greatly affect your decision if your
overall performance was a success.

Registration numbers

The level of actual attendance is a fundamental aspect of event

efficiency:

1. The comparison of the number of registrations with the actual check-

in rates helps identify the performance of your marketing strategy.
2. The estimation of the preferred payment methods shows the key
payment channels you should use for ticketing.
3. The analysis of check-in choices demonstrates the optimal
registration setups for your events.

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3. Return on Objectives (ROO)

Return on Objectives is used for measuring certain marketing and
sales objectives such as the following:

1. Image and Media Coverage

One factor that will continue to attract potential customers during

and after an event is your company’s brand image. There are many
things that can greatly affect your image. The most important
people that will first make an impression in front of potential
customers are your brand ambassadors.

Brand ambassadors’ effectiveness and performance can be

measured in post-event attendee feedback. It can also be
measured by having a mystery shopper visit and provide staff
evaluations.

Get the media involved in your event if possible. This can provide
an opportunity for your event to reach more potential customers.
Measure your event’s media coverage by the number of interviews
and appointments scheduled and held as compared to the media
outlets’ distribution data and consumer reach.

Media and press hits

Public recognition and media coverage define the success and

importance of an event. From small events to epic meetings, the

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organizing parts usually require attention from media and business

press to make the highest impact. Event coverage is also a great
metric for measuring event recognition. Monitor media feedback to
your meeting by checking the local press, as well as the press
platforms leveraged by your sponsors and partners to find out what
the public notice is. To automate the process, you can employ a
monitoring service like Google Alerts or Mention.

Social media mentions

When social media is talking, it means your target audience is kept

tuned in. Set up pre-event online contests and make riveting
announcements to build anticipation before the event. After the
event, stretch the dialogue on social media by posting video
interviews, recounting the funniest moments, and providing
statistics. By tracking the contents that other users spread about
your event, you get first-hand views that can help you sharpen your
strategy.

Slightly different from mentions, social media engagement is when

a user reacts to a post, usually as a like, share, or retweet. This
metric also is an accurate indicator of how deeply certain sessions,
speakers, and the event itself resonated with attendees. Make sure
you have enough social media content for attendees to react to!

Event check-in

This key metric directly indicates the amount of attendees who have
arrived and checked in at the event. This KPI is crucial in both
absolute and relative terms. Comparing the number of event check-
ins with the total number of registrations is an important statistic. If
there is an unusual discrepancy between the two numbers, this

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would be something worth looking into—why are you losing people

between registration and check-in? Make sure the check-in number
is accurate for each day of your event so that you can compare this
number against other metrics.

10 Sections You Should Include In Your Post Event Evaluation

Report
Now that your event has activated and data has been collected, it’s
time to generate a post event evaluation report.

Here are 10 sections you should include. Depending on your

objectives and stakeholder requirements, you might have additional
sections as well.

1. Summary
Your executives want answers right away. Was the event successful
or not? So a summary of all the results from brand impressions to
staff performance should be indicated. Recommendations for future
events must be included too.

2. Goals and Objectives

This is where you should list the specific and measurable goals you
first made before the event.

3. Return of Investment Report

In this report, include all data collected from the 5 main components
mentioned earlier. Add leads, meetings, purchases, demonstrations,
and samples.

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4. Return of Objectives Report

In this report, include the number of press events, media coverage
and mentions. Also add the costs calculated for advertising to build
your product and company’s image.

5. Event Effectiveness
In this section, you can evaluate the event itself and include
feedback details regarding location, product displays, traffic flow,
etc. Don’t forget to include high-quality event photos.

6. Promotions and Activities

Review the product demonstrations and presentations during the
event. Report the total number of participants as well as information
surrounding giveaways (which were most popular, attendee
feedback, number of offers redeemed, etc.)

7. Brand Ambassadors’ Performance

Indicate the number and type of brand ambassadors who worked
your event. Report and analyze how they were hired, their training
method and how effective it was, and their overall performance.

8. Competitive Analysis
Compare your event’s activities to a competitor’s. Also, add a
comprehensive analysis of their products and events based on
feedback.

9. Budget
Compare your estimated budget to the final investment. Include
charges that affected the budget and indicate if budget was met or
you went over the planned cost.

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TOPIC 2: Emerging Trends in Event

Management Industry
1. Facial Recognition

Technology is constantly evolving and trends and

developments in the technological sphere inevitably end
up influencing and filtering down into the event industry
and our everyday lives.

That’s likely why 2019 has seen an uptick in interest in and

the innovative use of facial recognition software in the
events industry.

Thanks to Apple, facial recognition has become a

household name, and more and more high profile clients
are interested in utilizing this technological development
to increase security at their events and to streamline the
check-in process for exclusive, by-invitation-only events.

Not only can the incorporation of facial recognition

measures greatly increase security at your next event, it

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can wow your guests as well!

Use facial recognition software to identify and

automatically tag your guests in event photographs in real
time, and enjoy the dual benefits of saving time and
sufficiently impressing your guests!

2. Time Travel

Successful events has always been about transporting your

guests to another world which serves the interests of the
host – but what if your events were no longer subject to
the limits of linear time and space?

The use of AR and VR systems to create immersive

experiences of alternate realities is becoming increasingly
popular in the event industry. Inspire your invitees by
taking them on a journey into the future.

Show your what your client can help them achieve, instead
of just telling them. Use AR and VR to show employees how
far the business has come.

Allow virtual speakers to take the stage. While we

already do this to some extent with screens, a 3D
visualization adds a certain depth to the speaker’s
virtual presence.

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Create virtual meeting places and let virtual

attendees actively participate in discussions and the
event journey.
Host digital hangouts that add a new dimension to
networking and interaction. These hangouts can be
accessed at any time during the event to engage
other participants, speakers, and virtual audiences
right from your device.

STANDING OUT WITH STAGE DESIGN

What’s the first thing that really holds your attendees’

attention while in your event? The stage, of course!
Modern imaging techniques such as 3D projection and the
creative use of lighting will remain in the spotlight this
2019. But this doesn’t mean simple old staples will be
nudged out. Foam letters and cardboard backdrops are still
effective when you want something eye-popping on the
cheap.

Expect more clear-cut themes, which will in turn influence

stage design. The ideal stage design is one that engages the
senses, not just the eyes. Of course, the design should
clearly reflect your stated goals for the event.

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For example, you can incorporate modular stages into your

event, mixing and matching them to match the mood or
theme of the presentation. Aside from this, you can also
use color and lighting to reinforce themes, changing the
lighting to match the topic of the session.

3. PUTTING CHATBOTS TO WORK

It’s estimated that by Q3 of 2017, Amazon alone had sold

over 20-million Alexa units, not factoring in non-Echo
smart speakers with Alexa built in.

If your attendees are using voice assistants at home, you

can bet it’s become their new normal. That means you
want to be covered at your next event.

Harness the power of chat for a better response:

Design a system to answer questions with chat. It’s

faster for attendees and won’t tie up your staff with
the same old “where is the restroom” type question.
Use chatbots for exit surveys. They are much more
adept at matching questions with answers and using
“if, then” pathways for more meaningful information
gathering. Plus they’re fun for your audience.

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Employ chatbots to assist attendees on next steps.

Voice assistants have become wildly popular because
they’re easy and enjoyable to use and they act as our
own personal attendant. They can remind us of
engagements as well as tasks. Use chatbots to tell
attendees if their silent auction bid was trumped or
what their next session is and where it’s located.
4. Foster Sustainable Events

Sustainability has also been a trending idea lately,

especially since all the negative effects of our
unsustainable practices are now coming back to haunt us.
Sponsors and brands are now extending their mantra
about social responsibility into the events they hold.

One of the most common ways to foster sustainable events

is to go paperless. One way is to use digital replacements
like apps and emails instead of handing out paper materials
such as brochures, schedules, and more. And if you simply
cannot avoid using paper, you can also think about using
recyclable, recycled or reusable materials instead.

Social responsibility doesn’t stop with simply becoming

eco-friendly. You can also include the following activities
when thinking about creating a sustainable event:

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Support local businesses by using them as suppliers

for your events. This generates job and income for
locals and can help showcase the local flavor, too.
Integrate charitable activities in the framework of the
event, and give back to the local community this way.

5. INFUSING EVENTS WITH HANDS-ON EXPERIENCES

Interactivity during events isn’t limited to digital

experiences. Workshops are fast becoming the preferred
activity for many conferences and meetings. Attendees
want to experience, not just witness, whatever the event is
about.

Instead of long-winded speeches, short talks are combined

with activities that let the audience learn first-hand how to
apply what they learned. Hands-on experiences have the
advantage of adding extreme value to learning, while also
aiding in the stress reduction of the attendees. To facilitate
an even deeper level of immersion, make sure your
sessions have definite time frames and tangible incentives.

If you are considering adding workshops to your events,

keep in mind to choose the appropriate venue that allows
people to move freely to facilitate interaction. Also, add

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some budget to cover the logistics of the activities, both in

time and money.

6. ROLL OUT THE RED CARPET AND CREATE VIP

EXPERIENCES

No one wants to be a number and this preference is

becoming more pronounced with tech. Voice assistants
make us feel like royalty. Few people are ready to give up

the personalization we’ve gotten used to in our everyday

lives at an event. But are you using personalization to
impress and retain without sacrificing the needs of the
larger group?

Create meaningful VIP experiences:

Personalize based on type. Vendors, sponsors,

attendees, and the like should all get their own set of
communications and drip marketing. Tech is making
this much easier by correlating data and sorting
before sending.

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Offer specials to “frequent flyers.” Reward loyal

attendees by creating automatic communications and
available discounts for those who have attended in
the past. Ensure your communications have a familiar
feel so recipients feel like you’re sending them to a
friend, not a stranger.
Offer exclusive VIP experiences for those who qualify.
Analyze data to track what makes someone a
successful attendee. What have they been a part of?
Reward those who perform those activities and find
ways to encourage those who haven’t through drip
marketing and “if, then” scenarios.

7. Creative Location Spaces

Thinking outside the box doesn’t just mean thinking

creatively anymore, it also means rethinking the box itself!
Your venue is your event’s “box”, and getting creative with
your space has never been more important!

2019 has seen some unorthodox choices for venues,

including the use of spaces like empty warehouses,
rooftops, and public parks; and why not?!

Hiring a blank space venue that hasn’t been used for events
before not only ensures that your event will be at the very

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least the first of its kind, but also means your event
planners and designers have a blank canvas upon which to
realise your vision for your event.

Wow your guests with an invitation to an aircraft hanger

and take their breath away when they see the non-
traditional space transformed into an elegant event
backdrop that is 100% Instagrammable!

Not only are non-traditional event spaces a great way to

make an impression on your guests, but they present your
designers and coordinators unique and interesting
opportunities to play up the natural ambience of the
unusual venue choice through your decor and use of the
function space.

8. WIN OVER NEW ATTENDEES AND LARGER

AUDIENCES WITH INFLUENCE MARKETING TECH

There are a lot of marketers doing influencer marketing

wrong. They understand the importance of it and how
suggestions from a tribe have greater conversions but they
fail to understand the importance of the approach.
Propositioning a complete stranger and asking for a favor
will undoubtedly yield horrendous results.

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But how do you develop those relationships over time?

How do you scale for it and make it worth your while? Is
there an efficient way to approach it. There is with tech.

Build valuable relationships with influencers:

Look past numbers. The number of followers means

very little if the said influencer can’t motivate their
tribe into action. Look for a high interaction ratio, not
just audience numbers.
Approach the midrange of influencers. Most
marketers look at the same A-listers as someone to
target for their marketing efforts. While these names
are well-known, they are often more difficult to
approach and win over. Midrange influencers still
have adequate-sized followings and you won’t have to
hurdle their gatekeepers to get their attention.
Look at influencers who are already among your
supporters. Those are much easier sells.

TOPIC 3: Careers in Event

Management

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In addition to being creative, hard-working and a people person,

you’ll also need some of the following event management skills:

– Excellent organisation
– The ability to multitask
– Good communication and people skills
– Have a creative approach to problem-solving
– A high level of attention to detail
– The ability to work under pressure and meet tight deadlines
– Good negotiation, sales and marketing skills
– Budget awareness
– High degree of energy
– PR skills are a great bonus

Career Prospects

Event management is not restricted to one area or industry. It is

spread across a wide spectrum. Hence, you have plenty of options
to pursue a particular job in the field of your choice. Some of the
widely available options for the event management jobs are as
under:

1. Educational Events: You can choose this domain and can

actively organise job fairs, book fairs and exhibitions, college
events, and sports events at school and university level.
2. Corporate events: If you are a people’s person and like to
network, then corporate events will give you an opportunity to
network with intellectuals while letting you display your
professional proficiency.

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3. Entertainment Events: Another glamorous opportunity in the

field of event management can come your way if you plan to
join the entertainment industry. Organise events such as movie
premiers, celebrity nights, fashion shows, movie promotions,
and experience the thrill of being associated with broadcast
media.
4. Marketing Promotions: You can make your job profile
versatile after joining this industry. A marketing event is the
best platform to connect with the audience via Ad campaigns,
road shows, product launches.

A successful event career requires a wealth of skills, from a knack

for detailed planning to high-level multitasking during event
execution. Not everyone has the capacity to sniff out the details or
problem-solve during chaos. But if you think you have what it takes
to be an event professional, check out the following choices for
event planning careers — there might just be something for you.

8 Event Planning Careers That Are in Demand Are:

1) Event Planner
From conferences to high-end galas, event planners do it all. That’s
why the role is a perfect fit for strong multitaskers. Before the big
day, planners choose and arrange all the logistics for food, décor,
personnel, presenters, and technology to pull off a flawless event.
They might even handle large-scale events like trade shows or
coordinate complex conference schedules for thousands of people.

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Like to be the one people come to? During the event execution,
planners are the go-to person for problem-solving every unforeseen
change or obstacle. It’s a fast-paced and intense job at times, but
the feeling of accomplishment after a great event is priceless. The
events world is fast-paced, exciting, and always full of surprises.

Event Director:

Most responsible job, under him various other departmental

coordinators are present.
He needs to supervise all the teams leaders.
According to the inputs and interactions, further organisation
or re-organisation of plan takes place.
Time restrictions are necessary.

2) Wedding Planner

Weddings are a huge industry. When couples want to make sure

their big day goes off without a hitch, they turn to wedding planners.
These industry professionals know the ins and outs of every
wedding topic from dresses and cakes to sound systems and
marriage certificates. During the planning phase, they help their
clients make decisions that fit their expectations and budgets. Once
the wedding day arrives they help take the pressure of the couple
by running interference on issues and decisions so that newlyweds
can just enjoy their special day.

3) Event Space or Venue Managers

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Event space or venue managers are experts on their own spaces

and know exactly how to execute a great event in their room.
Whether it’s an arena, a concert hall, or a ballroom, they know how
the layout, logistics, and ambiance will work for a variety of different
events. Venue managers often are also the sales and marketing
managers for the space, helping to bring in new events and
promote upcoming shows. They can sometimes function as event
planners or help the event planner in charge execute the perfect
event.

4) Donor or Sponsorship Coordinator

Many non-profits organizations rely on generous donors to keep

their operations going. Donor coordinators help solicit these funds
by throwing lunches, dinners, and other fundraising events as a fun
way to encourage donations and thank past donors.

These professionals are often tasked with catering to the needs of

important and well-off business people and community leaders, who
are used to perfection. That’s why a donor or sponsorship
coordinator needs exceptional people skills, tenacity, and the ability
to create meaningful relationships with sponsors.

5) Catering Services Manager

Do you have a love for food? Then catering manager might be the
right position for you. Whether you need to feed hundreds of people
or design the perfect five-course meal for an intimate dinner, your
job is important in keeping guests and clients happy. Most catering

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managers need a background in food preparation along with formal

or innate skills in planning and problem-solving.

6) Event Social Media Coordinator

Social Media has influenced every industry, but perhaps the events
industry as much as any. Social Media Coordinators work to
promote events on social media to gain attendees and exposure for
the event and the venue. They may create unique hashtags, do live
feeds, design digital ad campaigns, and more.

Social media coordinators are integral to making the event a

success and just as important during event execution to showcase
the event in real-time. And as far as event planning careers go, it’ll
give you more of a chance to interact with technology.

7) Staff or Volunteer Coordinator

A lot of events rely on temporary or volunteer help to succeed. A

staff coordinator is in charge of all the logistics related to the
personnel onsite for the event. Be warned: It’s a tough job to train
large sets of workers quickly and encourage productivity when your
staff doesn’t have as much of a stake in the event going well.

Many times, volunteers or temporary staff lack the knowledge of the

event’s inner workings and are unable to take initiative when
problems arise. This means the volunteer coordinator needs to be
able to think quickly and problem solve for unexpected issues as

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well. But if you like to work with lots of new and different people, it
could be a great role for you.

8) Marketing or Communications Manager

If you work for a mid-size company as a marketing or

communications manager, very possibly you will be in charge of
occasional promotional events and other experiential marketing. At
the very least you will be tasked with the event marketing. It can be
the best of both worlds to mostly work in marketing, but have the
occasional event to spice up the workload and see your promotions
in action.

There are more event planning careers out there, but these are just
a few of the places where you might find yourself. No matter what
your role ends up being, the events world is fast-paced, exciting,
and always full of surprises — so you’ll never be bored.

LABELS: 5 SEMESTER, BAJMC, BAJMC NOTES, BJMC NOTES,

EVENT MANAGEMENT, EVENT MANAGEMENT NOTES,
IP UNIVERSITY, SEMESTER 5

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