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SIGNATURE
Corporate Events
Discussion Structure
Corporate Events
Own Properties Hired Properties
External Audiences
Internal Audiences
Launches
Road Shows
Relationship Building
Media Attention
Dealer Meets
Organizational Meets
Personnel Development
Corporate Events
Own Properties Hired Properties
Sponsorship
Sports Music Art / Culture Team
Brand Ambassadors
Product Placement
Serials Reality TV Films
Trade Shows
Launches
Focus
Launch new product / service
Audience
External Media, Opinion Leaders, Key potential customers Internal Dealers, sales force
Objective
External Elicit media coverage Internal - Motivate
Road Shows
Focus
Aid the launch of new products / services Reach out to larger mass potential customers, opinion leaders
Audience
External Media, potential customers Internal Dealers, sales force
Objective
External
Enable potential customers to experience the brand Elicit media coverage
Internal - Motivate
Road Shows
A Wide Spectrum
In-shop demonstrations Test drives Exhibitions
In-shop Demonstrations
Test Drives
Exhibitions
Relationship Building
Through Intellectual Experiences Through Sensory Experiences Through Social Participation
Revlon Run / Walk Helping women with cancer
E&Y - Instituting Awards Intel Computer Training Program for teachers in China Intel Science fairs in India
Coke with Harry Potter Reading is Fundamental aiding schools with books
Media Attention
Dealer Meets
Audience
Internal Dealers, sales force
Objective
Motivate the network Award performance Set new goals
Organizational Meets
Audience
Internal Various e.g. Sales
Objective
Motivate the network Award performance Set new goals
Hired Properties
Not exclusive
Sponsorship
Connect with target audience by reaching out to them through what they are passionate about
Cricket Sports Golf
Brand Ambassadors
What all does Cindy Crawford endorse? Which brands are associated with Hrithik Roshan? Which brands are endorsed by Amitabh Bachchan?
Brand Ambassadors
Product Placement
Which product in which movie makes Jackie Shroff remember the first time he met Rati Agnihotri ? In which movie does Hrithik Roshan & Kareena fool around with Pass Pass ? Which car features in James Bond movies ? Which cell phone appeared in Men in Black ?
Trade Shows
DISCIPLINES IN EVENTS
Disciplines in Events
Event Design
Synergy with brand positioning Translation of key objectives Conceptualisation Memorability & Recall Factors Implementability
Event Marketing
Consumer Behaviour Brand Management Brand Positioning Synergy with Brand Communication Event Activity Spectrum
Event Production
Venue Selection Stage & Set Construction Technical Infrastructure Other Infrastructure Show Management
EVENT DESIGN
Conceptualisation
Brand Dynamics Event Dynamics Audience Single/multi location
EVENT DESIGN
Stage & Set Design
Theme Audience Location Product Event flow Performers
Construction Materials
Wood Glass Metal Tensile Vinyl Cloth POP Thermocol
Technical Elements
Light Sound Video
EVENT DESIGN
Special Effect Elements
Lasers Xenon Water Pyros
Collateral Design
Theme logo Invitation Cards Branding Signage
Print/Production Techniques
Silk screen Offset Vinyl Stencil
EVENT MARKETING
Client Interface
Presentation Skills Understanding Brand Translating Event Objectives Experiential Marketing
Television Coverage
Channel Tag-ons in Pre-event Promos Capsule -length/ timing/frequency Airtime
Sponsorship Marketing
Opportunities Benefits Barters Cost Benefit Analysis
EVENT MARKETING
Media Handling & Opportunities
PR Agency Press Conferences P3P Photo-ops- pre/during/post event
EVENT PRODUCTION
Venue Selection & Management
Indoor /Outdoor Numbers/Size Accessibility / Parking Ticketed/Non-ticketed Venue Layout Enclosures Barricading Gates & Access points Manning Security General Lighting
EVENT PRODUCTION
Construction Materials
Wooden/metal support stage Stage-painted/carpeted Backdrops/Props- Ply/Cloth/vinyl/tensile /acrylic/metal Masking-material/colors Branding-cloth/vinyl /sunboard dpi-72/300-1200 Flex/vinyl-laminated for outdoors
EVENT PRODUCTION
Sound Equipment & Management
Venue size/audience size/performing artists Flying/stacking/stands Mics-Lapel/collar/cordless/corded/podium/stand Stage monitors Guitar & keyboard amplifiers 24/48/64 channel mixer board Live/-1/+1
EVENT PRODUCTION
Light Equipment & Management
Pars Intelligent lighting- moving heads-spots & washes/scanners /color labs/changers Follow spots Architectural lighting -city lights/washes Sky-trackers Theatrical lighting - pin spots General lighting halogens Lighting boards for programming Trusses and winch stands
EVENT PRODUCTION
Audio-visual Equipment & Management
LCD - primarily for computers 3-gun technology 750 ANSI lumens-6000 ANSI lumens Formats: 3:4;2:3;Cinemascope Video screens-front/back projection/ motorised Playback-Beta/ Digibeta/VHS/ Super VHS/DV Live/Playback/Record Live/Deferred telecast/OB vans Mixers/monitors/switchers/connectors Cable length - lower resolution
EVENT PRODUCTION
Power Management
Genset operation 24-hour manning Always separate gensets for sound and light Separate gensets for stage and general lighting Audio and video on same genset Video cable always separate from audio and power cable
EVENT PRODUCTION
Special Effect Technologies
Lasers - wattage/color/yag Animation/beam effects Storyboard/text Xenon-still/scrollers Water-fountains Water screens Water curtains Pyrotechnics - Cold/hot Gerbs/flashes/fire-balls/aerial shells/niagra
EVENT PRODUCTION
Vendor Options & Management
A rental business Staging and infrastructure suppliers Set makers Branding suppliers/printers Light& Sound professionals AV equipment suppliers Genset suppliers Laser companies Xenon system companies Water effect professionals Pyrotechnic professionals Catering companies Toilet suppliers
EVENT PRODUCTION
Artist Management
Artist roster Fees Contact numbers
Backstage Management
Green Rooms Catering Show Timeline
Front-of-House Management
Usher deployment Gate management Security deployment
Show Management
Detailed Cue-sheet Clear-com communication -show director/light/sound/video /SFX/left of stage/right of stage/console/generator
EVENT PRODUCTION
Budgeting
In-depth knowledge of costs of each element Basic stage - 2-1/2 ft high:Rs 30 per sq ft 4-6 ft high: Rs 50 per sq ft 72 dpi vinyl:Rs 50 per sft 300 dpi+:Rs 100 per sft Barricading:Rs 10 rft Cloth masking: Rs 10 rft Lights-Pars:Rs 250 each Scanners:Rs 5-7000 each Video projectors:Rs 1500-Rs 50,000
EVENT PRODUCTION
Legal & Taxation Aspects
IPRS Permissions-Police-Local/Traffic/Licensing Permissions-Municipality Permissions-Fire State Tax Laws Insurance & Risk Management