BEHIND THE TENTS AND BEERS

EVENT MANAGEMENT 101

TYPES OF EVENTSCORPORATE PRIVATE

• Conferences• Business Dinners• Tradeshows /

Fairs• Product

Launches• Seminars

• Team Building• Press

Conferences• Incentive Travel• Networking

Events• etc…

• Weddings• Anniversaries• Birthday Parties• Festival

Gatherings• Debuts

• Engagement Dinners

• Private Dinners• etc…

WHAT IS EVENT MANAGEMENT?Event: “An event is something that happens at a given place and time for a reason with someone or something involved.”

Management: “Management could be defined as the act of applying necessary skills in all business and all human resourceful activities to accomplish desired goals and objectives.”

“The process of creatively applying necessary professional skills in organizing a focused event for a target audience to achieved a desired objective."

EVENT MANAGEMENT ORGANIZATIONAL

STRUCTUREThe work involved in planning, organising and conducting a major event can be sufficiently great to require the recruitment of a large team of 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.

Even

t M

anag

erProgramme Coordinator

Entries, Program Direction, Floor Manager, Technical Directions,

Venue Coordinator

Venue Planning, Venue Bookings, Setup Team, Staging and Venue Decorations, Signages, etc

Technical and Logistics

Sounds and Lights Setup, Technical Program Flow, Safety and Maintenance, Transportation

Promotions Media Liaison, Publicity, Advertising, Promotional Activities, Media Kits, Press Conferences

Food and Hospitality

Guest Registrations, Guest Relations, Food and Catering, Marshalls, Reception of Dignitaries, etc.

Merchandising Coordinators

Sales Team, Hand-outs and give-aways, Product Placements, etc

EVENT PLANNING PROCESS

Successful events are not easy to organize. There are myriad arrangements to be made and checklists to be ticked before the big day; but the hard work doesn’t stop there. Every good event organizer knows that their work continues during and after the event to create a memorable brand experience that meets all their business objectives.

1. CREATING THE EVENT CONCEPT• Feasibility Study – Select and Event• Concept Development – Timing,

Skills?• Contextual Factors – Budget,

legalities, economic, socio-political, technological and environmental factors

• WHY – Define the purpose of the event

• WHO – Key markets, attendees, guests, VIPs

• WHERE – Location / Venue• WHEN – Timing and Duration• WHAT – Type / form of the event,

scale, key programs, creative elements and theme

SAM

PLE

MOO

D BO

ARDS

2. PRE-EVENT 1. Proposal2. Budget3. Venue / Site Selection and Design4. Production Schedules5. Speaker and Supplier Checklist6. Sponsorship

7. F&B Menu8. Guest list9. Risk Management10.Marketing11.Promotion

2.1 EVENT PROPOSAL

• AN EVENT PROPOSAL IS A WRITTEN CONTEXT OF OFFERING EVENT PLANNING AND MANAGEMENT SERVICES TO THE CUSTOMER ON A PARTICULAR EVENT. A PROPOSAL MAY INCLUDE SUGGESTIONS AND IDEAS TO MAKE AN EVENT OVERWHELMING. (EVENT PROPOSAL SAMPLE)

EVENT PROPOSAL CONTENT

1.Executive Summary2.Contents Sheet – Major section headings + details of any attachments3. Introduction4.The Concept

i. Description including broad outline timings for the actual eventii. Include floor / site plan to assist understanding

5. Meeting the requirements6. The Budget

i. Basis of Calculationsii. Income and Expendituresiii. Cash flowiv. Details of management fee structure and payment schedule

EVENT PROPOSAL CONTENT

7.Organization Structure for the Eventi. Includes outlines of major responsibilitiesii. Your company profile, references if applicable as attachmentsiii. Major suppliers and contractors may be required as well

8. Planning / Logisticsi. Outline to show that you can do it, not so much detail that the client can

take the plan and do it themselvesii. Risk Management plan is always requirediii. Include operational plans like transport, etc. (only when necessary)

9. Other plans, such as Sponsorships10.Conclusion and Evaluation plans

2.2 EVENT BUDGETIDENTIFY INCOME

• Ticket Sales• Sponsorships• Merchandising• Registration• In-Kind

IDENTIFY EXPENSES• Food and

Beverage• Administration• Wages and

Salaries• Venue

• Lights, Sounds, Visuals

• Staging• Graphic Designs• Printing• Decoration

• Entertainment• Marketing and

Promotion• Travel• Accommodation• Contingency

See Appendix 1 Sample Budget (CE)

2.3 VENUE, SITE SELECTION AND DESIGNS• Compatability with the event theme• Seating Arrangements• Sight obstruction i.e. pillars• Storage areas• Entrance and exits including freight

access• Stage area

• Equipment Available on site• Access Time• Power

See Appendix 2 Site Selection Checklist

ITEM A. DEVELOP A SITE SELECTION CHECKLIST

• Stage• Seating and Table Arrangement• Registration Area• Equipment Position e.g. Lighting and

Projections• Decoration Layout• F&B Stations

• Signs• Entry and exit including staffing

position

See Appendix 3 Layout Diagram

ITEM B. PREPARE A LAYOUT DIAGRAM

2.3 VENUE, SITE SELECTION AND DESIGNS

Sample Staging Designs

Sample Backdrop Designs

Sample Lighting Designs

Sample Table Setup

See Appendix 4 Ghantt Chart

2.4 PRODUCTION SCHEDULES

• WHAT IS GOING TO HAPPEN?

• WHEN WILL IT HAPPEN?• WHERE WILL IT HAPPEN?• WHO IS RESPONSIBLE?

• CONTROL AND MONITORING OF SCHEDULEEVENT REVIEW

MEETINGS TO CHECK PROGRESS

VS. SCHEDULESTATUS REPORTS

TO CHECK PROGRESS

VS. SCHEDULE

CHECKLISTDIRECT

OBSERVATION

2.5 SUPPLIERS AND SPEAKER CHECKLIST

SPEAKER• Send invitation• Get writing confirmation• CV and Photograph• Slide Presentation• Accommodation and Transportation

arrangement

SUPPLIERS• List of suppliers• List of requirements from each supplier• List of their roles and dates of setup• Audio/Visuals – projector, notebook, PA

system, microphone, lights, etc.• Photography – list of preferred photographers

and videographers

2.6 SPONSORSHIPWHY SHOULD COMPANIES SPONSOR?1. Gain access to target markets for

promotional messages2. Generate consumer awareness –

used to introduce or build a brand3. Positioning / re-positioning of

existing services/products4. Exclusivity – lock out their

competitors5. Demonstrate product attributes

SELLING SPONSORSHIPS1. Identify the decision makers in the

company you are approaching2. Try to obtain a personal interview to

discuss sponsorship3. Sell opportunities (access to market,

meet with VIPs)4. Provide a benefit package to meet

your sponsor’s needs5. Be creative, Be professional

See Appendix 5 Sample Sponsorship

See Appendix 6 Sponsorship Entitlements

2.7 / 2.8 F&B PLANS AND GUESTLIST

F&B MENU PLANNING GUESTLISTPrepare the

Guestlist

Send Invitation

Confirm Attendance

Check and Compare Menu

Food Tasting

Confirm the Menu

2.9 RISK MANAGEMENT

Identify the risk

Analyze and Evaluate the

risksIdentify Options

What can happen?

How Can it happen?

Create an action Plan

Treat the risks

Is a way of helping you to identify and resolve the risks that could result in accidents, injury or damage.

2.10 MARKETING STRATEGYMarketing Strategy

Identify Target

Markets

Exhibitors Participants

Set Objectives

No. of Participants

(target)Gross and Net Profit

Segment Event

Markets

Geographic (local,

regional, international

)

Demographics (Age, Gender, Income)

Socio-Economic

(Education, Occupation)

APPLICATION OF MARKETING STRATEGY

1 . PROMOTION• Direct/electronic marketing i.e. direct mail,

electronic newsletter, web ads, sms blasts• Advertising – media releases, media kits, live

media crosses, media sponsors• Sales Promotion – e.g. cross promo with

sponsors,• Others – media partnership, etc.

2. PLACE (DISTRIBUTION)• Direct Distribution (phone, internet,

etc)• Indirect distribution – thru third

party providers (ticket sellers, distributors, etc)

2.11 PROMOTION

Prom

otio

n

Advertising

Publicity

Sales Promotion

Direct MarketingPersonal Selling

• Create or increase awareness of the event

• Create of enhance a positive image of the event

• Position the event relative to its competitors

• Inform target markets of the event

• Generate Demand• Remind target markets

3. EVENT DAY• Running Sheet will include;

What is to happen?When will it happen?Where will it happen?Who is responsible

• Logistic Checklist – Transportation, Stock, Layout, etc.• Contacts Checklist – Guests, VIPs, Vendors, Liaison officers,

Speakers, Participants and Public Authorities

4. POST EVENT

Event Evaluation

Process

Data Collection

Analysis

Reporting

Application

EVALUATION1.To determine the success of the event in

relation to its objective2.To enable feedback and improvement3.To report to stakeholders / clients4.To ensure the future and reputation of the

event5.To contribute to overall data on events

EVALUATION – WHAT TO MEASURE?

• Profile of attendees – age, organization, occupation, etc

• Budget – Estimates vs. Actual

• Transportation and Logistics

• Expectations vs. Satisfaction levels of attendees

• Suggestion for improvement

5. EVENT SHUTDOWNREPORTING

• Shutdown should be planned carefully as the other stages of the event

• Majority of thefts and accidents occur in the shutdown phase

• Checklist should be prepared

ACTIVITIES• Arrange storage or disposal of all event

signage, props and equipments• Settle all payments• Prepare the report of the event outcomes for

stakeholders and media on the outcome• Make recommendations for future refinements• Send ‘thank-you’ notes to all sponsors,

speakers, and stakeholders

THANK YOU.NORMAN H. IMBONG