What is an Event?

An event can be described as a public assembly for the purpose of celebration, education, marketing or reunion. Events can be classified on the basis of their size, type and context. An event can be: 1) Social / lifecycle events Events like Birthday party, Hen/Stag party, Graduation day, Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc. 2) Education and career events Events like education fair, job fair, workshop, seminar, debate, contest, competition etc. 3) Sports events Events like Olympics, World Cup, marathons, Wimbledon, wrestling matches etc.

4) Entertainment events

Events like music concerts, fairs, festivals, fashion shows, award functions, celebrity nights, beauty pea gents, flash mob, jewellery shows, stage shows etc. 5) Political events Events like political procession, demonstration, rally, political functions etc. 6) Corporate events Events like MICE (meetings, incentives, conferences, exhibitions, product launches, road shows, buyerseller meet etc. 7) Religious events Events like religious festivals / fairs, religious procession, Katha, Pravachan, Diwali fair, Dusherra fair etc. 8) Fund raising/ cause related events Any event can be turned into a fund raising or cause related event e.g. auctions.

EVENT MANAGEMENT

Event management is the application of project management to the creation and development of festivals, events and conferences. Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post- event analysis and ensuring a return on investment have become significant drivers for the event industry. The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc . Events and festivals, such as the Asian Games, have a large impact on their communities and, in some cases, the whole country. The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Many industries, charitable organizations, and interest groups will hold events of some size in order to market themselves, build business relationships, raise money or celebrate.

People Involved in Organizing an Event

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. An event management company can have following event professionals: 1) Event Manager/Event Planner He has following responsibilities: 1. He is responsible for planning and producing the whole event. 2. He is responsible for procurement management and resource management. 3. He formulates, prepares and implement risk management plan (risks related to event planning and production). 2) Event Coordinator He is responsible for coordinating with all event professionals and ensures that business operations are efficient and effective.

3) Information Manager He has following responsibilities: 1. He manages the information acquired through different sources.

2. He is responsible for the documentation of all business operations carried out pre-event, at- event and post- event. 3. He maintains database of service providers, delegates, guests, organizers, sponsors, partners, clients, target audience, media people and various govt. departments officials. 4. He formulates, prepares and implements the risk management plan. (Risks related to information management like loss of data) 4) Logistic Manager He has following responsibilities: 1. Responsible for custom clearances and other clearances. 2. Responsible for warehousing of cargo 3. Cargo Insurance 4. He is expected to move goods and merchandise from one destination to the other in the most efficient manner. 5. He is responsible for procurement management and resource management. 6. He formulates, prepares and implements the risk management plan. (risks related to logistic management like cargo theft etc.) 5) Security Manager He has following responsibilities: 1. He is responsible for formulating, preparing and implementing the security plan and strategies. i.e. how to protect delegates, guests, service providers,

organizers, sponsors, partners, clients, target audience, goods and merchandise etc. 2. He does procurement management and resource management. 3. He formulates, prepares and implements the risk management plan. (Risks related to security like stampede, brawl etc) 6) Infrastructure Manager He has following responsibilities: 1. He does procurement management and resource management. 2. He is responsible for setting up and dismantling the infrastructure for the whole event like: a. Construction of boundary walls, entrance and exit gates, driveways, walkways and parking lots b. Construction of AC/Non AC hangers/ halls, seating arrangement, stage design/ set up. c. Construction of green rooms, staff rooms, storage rooms, power rooms, toilets, sewage systems, stalls, counters, booths and kiosks. d. He is responsible for setting up electricity, water and phone connections. e. He is responsible for conservancy (i.e. cleanliness). 3. He formulates, prepares and implements the risk management plan. (Risks related to infrastructure management like sudden shortage of workers, materials, power failure etc)

Marketing Tool

Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.

People Involved in Sponsoring an Event

The following people are involved in supporting an event: - Organizers - Sponsors - Partners - Clients - Supporting Agencies

These people can either be an individual or a company. They either finance the whole event or some of its part or provide some service either at subsidized rate or for free. Organizers An Organizer finances maximum amount of money in an event. Therefore he has maximum control over the event. Among sponsors, principal sponsor finances maximum amount of money. Depending on the amount of money financed, a sponsor can be a principal sponsor, co-sponsor or associate sponsor. Sponsors Similarly, depending on the type of service financed, a sponsor can be: a venue sponsor, gift sponsor, crown and jewellery sponsor, catering sponsor, badge sponsor, banner sponsor etc. Partners Partners generally provide services either at subsidized rate or for free like media partners (which provide ad space), promotional partners (which do publicity), logistic partners (which move goods and merchandise from one destination to the other in the most efficient manner). Media partners can be: a newspaper partner, magazine partner, TV partner, Radio partner, Phone partner, online partner or Outdoor partner. Any college, institute or publication can become: a

knowledge partner, Research Partner, Scholastic partner, Holistic partner or Academic Partner to support an event. Supporting Agencies Supporting Agencies (either government or private) can also support an event by either financing the event or donating some service.

Services

Event management companies and organizations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs. Clients hire event management companies to handle a specific scope of services for the given event,

which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).

Event Manager
The event manager is the person who plans and executes the event. Event managers and their teams are often behind- the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio- visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi- dimensional profession. The event manager may become involved at the early initiation stages of the event. If the event

manager has budget responsibilities at this early stage they may be termed an event or production executive. The early stages include:

Site surveying Client Service Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety

An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

Health & Safety including crowd management, Logistics Rigging Sound Light Video Detailed scheduling Security

As an Industry

Event Management is a multi- million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and seminars as well as live music and sporting events. The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.

Technology

Event management software companies provide event planners with software tools to handle many

common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floor space.

Education
There are an increasing number of universities which offer courses in event management, including diplomas and graduate degrees. In addition to these academic courses, there are many associations and societies that provide courses on the various aspects of the industry. Study includes organizational skills, technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamor identity, human relations, study of law and licenses, risk management, budgeting, study of allied industries like television, other media and several other areas. Certification can be acquired from various sources to obtain designations such as Certified Trade Show Marketer (CTSM), Certified Manager of Exhibits (CME), Certified in Exhibition Management (CEM), Global Certification in Meeting Management (CMM), Certified Meeting Professional (CMP) and the Certified Special Event Professional (CSEP).

Career opportunities are in the following Industries:

1. Event Management 2. Event Management Consultancy 3. Hotel, travel and hospitality Industries 4. Advertising Agencies 5. Public Relations Firms 6. Corporations 7. News Media 8. Non- profit organization 9. Integrated Marketing & Communications 10. Event Budgeting and Accounting

Categories of Events
Events can be classified into four broad categories based on their purpose and objective: 1. Leisure events e.g. leisure sport, music, recreation. 2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore. 3. Personal events e.g. weddings, birthdays, anniversaries. 4. Organizational events e.g. commercial, political, charitable, sales, product launch, expo.

Event Planning
Event planning is the process of planning a festival , ceremony , competition , party , or convention . Event planning includes budgeting , establishing dates and alternate dates, selecting and reserving the event site, acquiring permits , and coordinating transportation and parking. Event planning also includes some or all of the following, depending on the event: developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support (such as electricity and other utilities), arranging decor, tables, chairs, tents, event support and security , catering , police, fire, portable toilets , parking, signage , emergency plans, health care professionals, and cleanup. Steps to planning an event The first step to planning an event is determining its purpose, whether it is for a wedding , company, birthday , festival , graduation or any other event requiring extensive planning. From this the event planner needs to choose entertainment , location, guest list, speakers, and content. The location for events is endless, but with event planning they would likely be held at hotels , convention centers, reception halls, or outdoors

depending on the event. Once the location is set the coordinator/planner needs to prepare the event with staff, set up the entertainment, and keep contact with the client. After all this is set the event planner has all the smaller details to address like set up of the event such as food, drinks , music , guest list, budget , advertising and marketing , decorations, all this preparation is what is needed for an event to run smoothly. An event planner needs to be able to manage their time wisely for the event, and the length of preparation needed for each event so it is a success. Event planning as a career Event planning is a relatively new career field. There is now training that helps one trying to break into the career field. There must be training for an event planner to handle all the pressure and work efficiently. This career deals with a lot of communication and organization aspects. There are many different names for an event planner such as a conference coordinator, a convention planner, a special event coordinator, and a meeting manager. Event planners' work is considered either stressful or energizing. This line of work is also considered fast paced and demanding. Planners face deadlines and communicating with multiple people at one time. Planners spend most of their time in offices, but when meeting with clients the work is usually on-site at the location where the event is taking place. Some physical activity is required such as carrying boxes of materials and decorations or supplies needed for the event. Also, long working hours can be a part of the job. The day the event is taking place could start as early as 5:00 a.m. and then work until midnight. Working on weekends is sometimes required, which is when many events take place.

Publications and resources

Many business- to-business trade publications exist to help event planning and production professionals become educated about the issues and trends in their industry. Many are controlled circulation publications available at no cost to qualified event professionals. Qualification is based on multiple variables like job title, company type, industry segment or geographic region, and is at the publisher's discretion.

Event Marketing
Steps involved in creating a promotional campai gn for your event Before creating a promotional campaign get the basic idea of some business and marketing terms.

Step 1: Setup advertising objectives. Why you want to advertise? What is your objective of advertising? What do you want to get through advertising? For e.g. - You want to advertise to create awareness about your event. - You want to advertise to get sponsors and clients for your events - You want to advertise to thank you your sponsors and clients.

Step 2: Decide your promotional Activities How you are going to promote your Event Company, your organizers, your sponsors, your clients and your partners, pre-event, at- event and post-event. Before I go any further, let's get an idea of what is media and what is media vehicle.

Media refers to various means of communi cations. Broadly speaking there are five categories of media: Print, Electronic, outdoor, Transit and Miscellaneous media. Print media includes: newspapers, magazines, press releases, tickets, passes, invitations, banners, posters etc. Electronic media

includes TV, Radio, Internet, Telephone, electronic signage etc. Outdoor Media includes Hoardings, Billboards, and Balloons etc. Transit Media includes promotion through cars, cabs, buses, trucks, trains, planes etc. Miscellaneous media includes everything else like: events, word of mouth publicity etc. Media vehicle is a specific medium. For e.g. if 'Internet' is media, then My Space, Facebook, Twitter, Google, Yahoo etc are media vehicles. If 'TV' is a media, then specific TV program like 'Celebrity Apprentice' is a media vehicle. Similarly if magazine is a media, then specific magazine say 'playboy' is a media vehicle. How Print Media can be used for Promoti on 1. Promote your event, sponsors and clients through newspapers ads, magazines ads, trade journals, press releases, tickets, passes, invitations, banners and posters. 2. Imprint you sponsor/client's company name and logo on your staff's shirts and caps and on the pens, diary, gifts, exhibitors' manual and other promotional materials. How Electronic Media can be used for Promoti on 1. Promote your event, sponsors and clients through TV and Radio Commercials

2. Provide free ad space on your company's website where your sponsors and clients can promote their products and services for particular period of time. 3. Develop an event website just to promote your upcoming event and provide a facility for online registration. All the details regarding the event must be available on the website. For e.g. if your event name is say 'spark2009', then come up with a website like www.spark2009.com 4. Use electronic signage like visual display signage, Plasma Screen, LCD Screen, LED Screen, Projection Screen, Video Walls etc to promote your sponsors and clients. How Outdoor Media can be used for Promoti on 1. Promote your event, sponsors and clients through billboards and hoardings ads. A very large hoarding is known as the billboard. There are two types of billboards: Scrolling message billboard and mobile billboard. Hoardings can also be front lit, back lit, painted, poster, mono pole, unipole and tri-vision. 2. You can also do promotion through Kiosk, Canopy, Flex and giant balloons. How Transit Media can be used for Promotion 1. Road Shows are generally used in transit media. 2. Mobile billboards, mobile LED Display and caravan can also be used for promotion.

Event Evaluation

Steps Involved in Writing the Evaluation of an Event Event evaluation is necessary to make you and your team more efficient and effective, the next time you organize an event. 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. Conduct a meeting with your team members to evaluate your event. Step 1: Determine the extent to which event and advertising objectives have been achieved. If you are not able to achieve your event and advertising objectives through your event, then no matter how much people enjoyed the event or how

much popularity your event got, it is a complete failure on a commercial level. Step 2: Get feedback from your clients and target audience. One good way of getting feedback is through feedback form. To make sure that your clients give you feedback, make the feedback form part of your Exit pass form. The exit pass form is required to get exit pass for security clearance, to remove exhibits from the facility. To get feedback from target audience/ guests, make feedback form part of your gift voucher. A guest can redeem the gift voucher only when he/she fills the feedback form and give it back to an attendant. These tactics are required to get feedback, as people are generally reluctant to give any feedback in writing. You can ask following questions in your feedback form: Q1) Did you enjoy the event? If no, then please state the reason. Q2) what do you like most in the event? Q3) what do you like least in the event? Q4) what are the problems you faced during the event?

Q5) what could have been done to make this event better? Q6) How do you rate the various services provided by us (please check one of the option): Hospitality: Excellent, good, average, poor Catering: Transportation: Management staff behavior: Management staff services: Excellent, good, average, poor Excellent, good, average, poor Excellent, good, average, poor Excellent, good, average, poor

Q7) would you like to participate in our next event? Note: Your questionnaire should not have more than 10 questions. You don't want to irritate your guests. Ask only relevant questions and keep the questionnaire short to 5-6 questions. Of course the type of questions you will ask may change from event to event. And don't forget to mention the following line in you feedback form: "Thank you for taking the time to complete this feedback form" .

Evaluate the Event

Evaluation is the process of checking- in on your Venture. Through evaluation, your team can celebrate your strengths and identify weaker areas so they can be fixed. Through thoughtful evaluation, your events have the possibility of becoming more and more successful each year. Below are some things to consider as you evaluate: Evaluate as a team. Take time to meet shortly after the event to discuss how it went while the details are fresh. Some things you may want to discuss include: Did the event fulfill its goals and objectives? Why or why not? What items were missing on the checklist? What was the informal and formal feedback about the event? Given all that went into staging the event, was it worth doing?

Record evaluation results. Use the Youth Venture tip- sheet titled Event Summary Form to record your teams thoughts on

the event. Keeping track of lessons learned will improve future events. Ask participants for feedback. Find out participants thoughts on the event by talking to them or by handing out a survey. The Youth Venture tool "Sample Event Survey" provides an example of a survey that you may want to give to participants at the end of an event.