Event Planning and Execution Roger Wang

President, Marketing Institute of SingaporeManaging Director, Essential Werkz Pte Ltd

Roger Wang

• Managing Director, Essential Werkz Pte Ltd• 17 years of Marketing and Events• Marketing Experience includes

– Development of marketing strategies– New product development– Branding– Media Plans– Marketing Planning

Roger Wang Profiles

President Since 2014 – Present

Founder & Vice President Since 2014 - Present

MemberSince 2008

President Since 2014 - Present

And many more…..

Managing DirectorSince 1999 - Present

Who are we?• Established for the last 17 years• One-stop provider or turn-key Marketing Solutions

including BTL, Digital and Traditional Marketing• Constantly on the lookout for new and innovative

ways to enhance consumer experience• Official event management and support service

company for M1 Limited (Telecommunications Operator) and servicing 70% of the banking institutions on various marketing initiatives in Singapore

4

Logistical Support

Events Conceptualizing & Management

Fabrication

Marketing Consultancy I.T. Solutions

Digital Signage / Touchscreen

Who are we?

Our Clients

Our Clients

FAMOUS INCIDENTS THAT HAPPENED RECENTLY

Extracted from Straits Timeshttp://www.straitstimes.com/singapore/courts-crime/duo-charged-with-organising-illegal-bicycle-street-race

The men each face 16 charges - eight of promoting the competition without police approval, and the remaining eight of conducting the race without a permit.

Incident 1 - Duo charged with organizing illegal bicycle street race (Singapore)

Situation:

• Allegedly organised Bike shop owner Eric Khoo Shui Yan, 29, and project manager Zulkifli Awab, 39, promoting an illegal bicycle race without police approval and permits

• allegedly organised eight editions of the night-time race at various locations across the island

• a report of the frenetic street race, in which cyclists raced at speeds exceeding 45kmh without brakes

• “Race organisers” used traffic cones to stop traffic at three entry points to the 1 km race circuit.

• The cyclists raced on fixed-gear bicycles without brakes and numerous crashes were witnessed.

Incident 1 - Duo charged with organizing illegal bicycle street race (Singapore)

Charges:

• $5,000 each to be bailed out

• Each person face 16 charges - eight of promoting the competition without police approval, and the remaining eight of conducting the race without a permit

• If found guilty of promoting the race, they could be jailed for up to six months and fined between $1,000 and $2,000.

• For conducting the race, by law:• First offence: fined up to $1,000 or jailed for up to three months• For subsequent offences, the fines and jail time the court can impose are doubled.

Incident 1 - Duo charged with organizing illegal bicycle street race (Singapore)

Extracted from CNNhttp://edition.cnn.com/2015/06/28/asia/taiwan-water-park-explosion/&Dailymailhttp://www.dailymail.co.uk/news/article-3141668/More-200-people-badly-hurt-explosion-Taiwan-amusement-park-coloured-powder-sprayed-crowd-ignites.html

Coloured powder sprayed onto hundreds of people suddenly ignited, with flames engulfing people as they tried to flee.

Incident 2 – Almost 500 injured in explosion at Taiwan water park

Incident 2 – Almost 500 injured in explosion at Taiwan water park

Situation

• Huge fireball tears through 1,000-strong crowd at water park in Taiwan

• Coloured powder ignited as blaze quickly engulfed hundreds of people

• Shocking footage shows chaotic scenes as victims try to escape flames

• More than 200 people were injured in fire with 80 suffering serious burns

• Friends can be seen tripping over each other as they try to escape while the music and lights show continues.

• One male witness told local news channel CTI: 'It started on the left side of the stage. At the beginning I thought it was part of the special effects of the party but then I realised there was something wrong and people started screaming and running.'

Incident 2 – Almost 500 injured in explosion at Taiwan water park

Extracted from The Telegraphhttp://www.telegraph.co.uk/news/worldnews/asia/southkorea/11171288/South-Korean-safety-official-commits-suicide-after-16-die-in-concert-accident.html

The victims were standing on a ventilation grating to get a better view when the structure collapsed under their weight, sending them plunging 18.7 metres (62 feet) down into an underground parking area.

Incident 3 – South Korean safety official suicide after 16 die in concert accident

Situation

• A South Korean official handling safety measures at a concert where 16 people died apparently committed suicide hours after the tragedy, authorities said Saturday.

• The victims were standing on a ventilation grating collapsed under their weight, sending them plunging 18.7 metres down into an underground parking area.

• Witnesses told media there were no security guards or safety fences to prevent overflowing spectators climbing onto the grate after some 400 prepared chairs were fully occupied well before the concert kicked off.

Incident 3 – South Korean safety official suicide after 16 die in concert accident

Extracted from The Telegraphhttp://www.telegraph.co.uk/news/worldnews/asia/china/11320016/Dozens-killed-in-Shanghai-New-Years-Eve-stampede.html

Crowd surged to catch bank-notes thrown from an upper-floor window of a nearby building. The notes were made to look like US dollars but were in fact coupons.

Incident 4 – Dozens killed in Shanghai New Year’s Eve stampede

Situation

• A New Year’s celebration on Shanghai’s famous Bund that turned into a stampede has left at least 36 people dead, authorities say - the worst disaster to hit China's biggest city in recent years.

• the crowd surged to catch bank-notes thrown from an upper-floor window of a nearby building. The notes were made to look like US dollars but were in fact coupons.

• “There were too many people on the Bund platform,” one person said. “The crowd began to evacuate and suddenly there was a stampede. Those who fainted were directly stomped on. Some were vomiting blood.”

Incident 4 – Dozens killed in Shanghai New Year’s Eve stampede

Extracted from The Telegraphhttp://www.telegraph.co.uk/news/2016/06/11/voice-star-christina-grimmie-dies-after-shooting-at-florida-conc/

Police said there were no metal detectors at the venue and that while attendees' bags were inspected they were not patted down for weapons.

Incident 5 – The Voice star Christina Grimmie ‘greeted killer with open arms for a hug’ before…

Situation:

• Christina Grimmie, the American singer best known for starring on The Voice, was shot and killed after a concert in Florida on Friday night.

• Chief John Mina of the Orlando Police said on Saturday that she was signing autographs and selling merchandise in the venue's lobby when she was approached by Loibl, who was armed with two handguns.

• Police said there were no metal detectors at the venue and that while attendees' bags were inspected they were not patted down for weapons.

Incident 5 – The Voice star Christina Grimmie ‘greeted killer with open arms for a hug’ before…

BEFORE WE BEGIN

STARZHUNK INTERNATIONAL 2014MISS BIKINI 2014

Case Study

23

Miss Bikini 2014

24

Starzhunk International 2014

CONTENT FOR THE DAY

Content

• The Event Brief• Factors influencing the proposal• The Look and Feel• Planning the Event• Marketing the Event• Running the Event• Post Event

About The Event Brief

• Key Objectives / Performance Indicators• Source of Information• List of Requirements / Specifications• Details of the Event

THE EVENT BRIEFWhat does it contain and how can it help?

What to do if the client……

• is looking at an innovative way to showcase a product

• wants to push the traditional boundaries of events

• wants to generate a lot of hype and eyeball

If you are providing the brief

• Provide as much information as possible– May change throughout the course

• Clear and concise requirements• Main Objective• List of Specifications and Requirements

If you are receiving the brief

• Understand the brief as much as possible• Ask questions• Look for hidden points• Any existing campaigns/ideas/concepts?• Any similar past events?

After receiving the brief

• Analyze the brief• Conceptualize and brainstorm• Drive home the key message using the

event

Brand Planning Competition 2016(Breaking the barrier between languages)

Case Study

Global Brand Planning Competition 2016

Global Brand Planning Competition 2016

Flextronics Dinner and Dance 2015

Case Study

Deepavali Roadshow 2015

Case Study

The Event Brief

• Objective: Deepavali Celebration• Location: Soon Lee Recreation Centre

Woodland Recreation Centre

• Type of Event: Celebration Party

The Analysis

• Deepavali Celebration for the Migrant Worker

• Entertained in some point of their lives

Factors influencing the proposalWhat to propose?

Theming your event

• Drives home key message• Creates consistency for the event• Higher recall factor for participants

M1 DEALER APPRECIATION NIGHT 2016/ LG OPTIMUS BLACK & OPTIMUS 2X LAUNCH

Case Study

M1 Dealer Appreciation Night 2016

The Brief:

• Objective: To create a Dinner and Dance to appreciate the dealers of M1 for their continuous support

• Create a theme for the event

LG Optimus Black and Optimus 2X Launch

The Brief:

• Objective: To create a launch event for 2 new mobile phones from LG

• Create a theme to link the entire event for the media

Characteristics of your Audience• Key factor in certain decisions• Types of Audience

– General Public– Targeted Group– Special Interest Groups– Closed Door Groups

• Determine activities, venue, programme, etc.

Venue Choices

• Purpose of Event• Target Audience• Accessibility• Functionality / Layout• Cost

SONY ERICSSON XPERIENCE XPERIA XCLUSIVELY MEDIA EVENT

Case Study

Sony Ericsson Xperia Launch

The Brief:

• Objective: To launch the Sony Ericsson Xperia Arc, Neo and Play to the Media

• Target Audience: Media Personnel• Key Activity: To highlight the Unique

Selling Points through a memorable and engaging event

The Analysis

• Needed different areas to showcase different phones

• Ample parking spaces for media• Location that is able to offer finger foods /

snacks and drinks

What We Did• SOHO Apartment

– Created a treasure hunt game– Highlighted the slimness of the Xperia Arc

• Disco– Created a photography competition– Highlighted the low light photo taking ability of the

Xperia Neo• Gaming Area

– Created a One-on-One Gaming Area– Allowed guests to experience the Xperia Play

Venue Proposed

• House @ Dempsey• Easily identified by media• Different rooms available to exclusively

highlight USPs of each phone

Visuals and Artist Impressions

• Ensure look and feel is– Suitable for Event– Aligned to Corporate Identity

• Space and resource planning

THE LOOK AND FEELThe Visuals and Activities of the Event

SONY XPERIA GO & ACRO S LAUNCH

Case Study

The Brief

• To run a series of activities or events to increase visibility and awareness of Sony Xperia brand

• To create awareness on our new Xperia water resistant phone

• To encourage public to experience our new Xperia water-resistant phones

Event Activities

M1 @ PC SHOW 2015(PROJECT PLANNING STAGE – TIMELINE)

Case Study

The Event

The TimelineDate Description Person(s) Involved4/6/2015 – 7/6/2015

Event Date All

2/6/2015 – 3/6/2015

Setup Period Essential Werkz Pte Ltd

23/5/2015 – 24/5/2015

Checking of Prints Essential Werkz Pte Ltd

11/5/2012 Confirmation of Colour Proof All

15/5/2012 Submission of Final Artwork M1

8/5/2012 Submission of Blueprints Essential Werlz Pte Ltd

6/5/2012 Submission of all orders to Organizers

Essential Werkz Pte Ltd

2/5/2012 Finalization of layout plan M1

15/4/2012 Submission of show requirements M1

2/4/2012 Project Meeting All

The Gantt Chart

Division of Tasks

• Enables clear definition of tasks• Each team member has a role• Utilizes on strength or job scope of

individual

Post Event Report

The Brief:

• Objective: To launch the LG Secret phone to industry partners

• Audience: Industry Partners from the Telecommunications Industry

LG Secret Launch Event

Activities / Performances / Ideas

• Emphasize the theme of the event• Involve the Audience

– Higher recall factor

LG SECRET LAUNCH

Case Study

What We Did

• Centered around Secret Agents• Planted actors with real guns amongst

Audience• Actors pretend to hold hostage of guests

and host to hijack the phone• Director of LG Singapore rescues the day

by killing the bad guys

PLANNING AND EXECUTIONTools to plan and execute an event

Timeline

• Critical to the execution of Event• Detailed milestones and deadlines• Enables contingency and reaction time

during the run up• Client and Vendors understand

requirements and responsibilities in detail• Work backwards from event date

SINGAPORE OPEN INVITATIONAL KARATE COMPETITION AND DINNER

Case Study

The Brief:

• Objective: Manage the International Karate Competition and Dinner

• Scope includes:– Management of VIP and Ministers– Management of Security– Timekeeping for Competition– Management of Officials, Participants and Staff– Management of Dinner and Dance

Singapore Open Invitational Karate Competition and Dinner

Task ListNo. Item Person In Charge

Pre-Event

1 Logistical Arrangements Logistics Supervisor

2 Timeline Event Executive

3 Sourcing of Performers / Emcee Event Executive

4 Liaison with Organizing Committee / Hotel Event Manager

Event Day

5 Management of Sound Technician Event Executive

6 Time Keeper Project Coordinator

7 Performers / Emcee Liaison Event Executive

8 Overall Management of Event Event Manager

Contingency Plans

• Ensures smooth running of event regardless of– Act of God– Last Minute Changes– Cancellations– Unforeseen Changes to Environment

• Murphy’s Law: What will go wrong will definitely go wrong

SONY ERICSSON VIVIAZ ACTIVATION

Case Study

Programme Timeline

• Ensures event runs on time• Ensures that performers/speakers arrive

on time (for D&D and concerts)• Smooth execution of the event

Contingency Plans

• Rain– Take Shelter– Execute Activation at Sheltered Areas

• Battery life– Keep spare batteries and charger in a parked

vehicle near location• Prevention by authorities

– Alternative locations identified

WONDERGIRLS / WONG LEE HOM SHOWCASE

Case Study

Wondergirls Appearances

The Brief:

• Objective: To schedule appearances of Wondergirls at SingTel ComCentre, M1 Paragon, Starhub Plaza Singapura and Iluma Bugis over a 4 hour period

• Requirements:– Transportation– Crowd Control– Artist Management

Lee Hom Appearance

The Brief:

• Objective: To schedule a 1 day stop over appearance at Clarke Quay, Novena Square and Golden Village Vivocity for movie promotion

• Requirements:– Transportation– Crowd Control– Artist Management

Why is Timeline Important

• Showcase at various locations within a day– Allows control of the event– Provides contingency plans– Standby for arrival and departure– Crowd Control measure

• Ensures appearances are on time– Media Coverage– Fans Appearance

MARKETING THE EVENTSWhy is it important to market your own event?

Importance of Marketing your Event

• Lets people know about your event• Ability to leave an impression• Attract crowd; increase chances of

reaching key target objective

Ways to Market Events

• Social Media (eg. Facebook, Instagram, Twitter, and many more)– Tie in activities with social media– Social Media Advertisements Traditional

Media– Hashtags #events

• Public Relations, Electronic Mailers, Advertisements

• Smartphone / Tablet Applications

NESTLE DOLCE GUSTO ROADSHOW

Case Study

Other Media

• Radio Interview on Capital 95.8FM• Articles on Today, Sin Ming Daily News,

MyPaper• Online Articles on Today Online, Channel

News Asia Online, Cnet Asia, Associated Press, Yahoo News, etc.

Effects of Public Relations

• Non-solicited coverage of phones around the region

• Increased enquiries of phones during CommunicAsia 2012 with enquiries ranging from distributorship to sales

Smartphone / Tablet Apps

• GCMF App• App allows participants to interact with

each other• Interaction can carry on after event to

allow networking• Receive updates about the competition,

including balloting results and informations on the venue

GCMF App

Effects of App

• Participants able to interact with each other during and after the forum

• Reduces barrier of networking• Receive latest updates on the competition• Includes tourism attraction venues for

overseas guest to locate• View event photos, including photos of

them during their team’s presentation

Running the Event

• Always be on your toes• Anticipate problems before they arise• Give solutions, not problems• Flexibility is key• Remember, The Show Must Go On!

RUNNING THE EVENTManaging and Executing

The Brief

• Objective: To plan a launch event for the iPhone 5

• Requirements– Launch Countdown– Crowd Control– Goodie Bags

M1 IPHONE 6 LAUNCH

Case Study

M1 IPHONE 5 LAUNCH

Case Study

M1 NATIONWIDE 4G LAUNCH

Case Study

The Brief:• Objective: To plan a launch event for M1’s

Nationwide 4G Network• Requirements

– 2 “Mini Launches” and 1 “Main Launch”– To showcase to the public the potential of 4G

• Faster Streaming of Movies and Music on Mobile Devices

– Create hype and awareness of the event

M1 Nationwide 4g Launch

What We Did

• Created an event whereby movie characters and a well-known band “emerges” from a “tablet”

• To showcase the faster streaming of movies and music using the 4G network

• Movie characters to walk down Orchard Road to draw hype and eyeball with talents with balloons to flood the place with orange

POST EVENTPost Event Review

Problems and Issues

• Each Event = New and Unique Problems and Issues

• Anticipate Potential Problems and Issues• Mission Focused: The Event needs to be

completed

A*STAR FAMILY DAY

Case Study

Problems and Issues Faced

• Limited setup and recovery time– 2 hours for setup; 1 hour for recovery

• Limited time for execution of event– Had to be done before Universal Studios

Opens to public• Higher than expected turn out / Venue did

not restrict entry– Created bottle neck at redemption

Resolution

• Increased manpower to cope with limited time

• Stopped Redemption before event– Created new redemption area away from

venue• Assistance from venue for crowd control

Evaluation of the Event

• Objective Achieved?• Different forms of measures

– Sales– Brand Awareness– Recall Factor

• What tools to measure?– Especially for intangible returns

GARENA CARNIVAL 2014

SINGAPORE TURF CLUB – TURF BELLE

THANK YOU

105

This proposal and all its contents are strictly private and confidential. All information and views expressed are property of Essential Werkz Pte Ltd. No part of this proposal may be replicated or disclosed without the prior agreement of Essential Werkz Pte Ltd.

Roger Wang +65 9858 1232(HP) roger@essentialwerkz.com

31 BUKIT BATOK CRESCENT #01-08 THE SPLENDOUR SINGAPORE 658070TEL: +65 6289 8852 FAX: +65 6289 5546

http://www.essentialwerkz.com

Wei Seng, Roger Wang

http://www.facebook.com/essentialwerkz http://www.youtube.com/essentialwerkz