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MODULE I: THE EVENT ANDCONFERENCE BUSINESS

Divya Gupta

Lecturer

Amity University

Noida

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Introduction to events & conference

The market demand for event & conference The event business supply & suppliers

Social, economic, political and developmental

implications

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Definition

An event is a live-multimedia package carried

out with a preconceived concept, customizedor modified to achieve the clients objectivesof reaching out and suitably influencing the

sharply defined, specially gathered target

audience by providing a complete sensualexperience and an avenue for two-wayinteraction

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Objectives of Events

Leisure events

Cultural events

Organizational events

Personal events

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Event Characteristics

Uniqueness

Intangibility Rituals

Personal interactions

Time scale

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Types of Events

Event linked to Product Launch

Company Market Entry

Brand Extension Dealer Conference

Anniversary celebrations

Entertainment

Religion

Community Event

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ELEMENTS OF EVENTS

Event infrastructure,

Target audience, Clients,

Event organizers,

Venue and

Media.

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Event Designing

Conceptualization of the creative idea/ambience

Costing involves calculation of the cost ofproduction and safety margins

Canvassing for sponsors, customers andnetworking components

Customization of the event according to brand

personality, budgets, etc. Carrying-out involves execution of the event

according to the final concept

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Event as a marketing tool

Brand Building

Creating Awareness About the Launch of NewBrands/Products

Presentation of Brand Description to Highlight theAdded Features of Product /Service

Helping in Rejuvenating Brands during the DifferentStages of the Product Life Cycle

Helping in communicating the repositioning of

brands/products. Associating the brand personality of clients with the

personality of target market

Creating and maintaining brand identity

Image building

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Relationship Building

Giving relationship management a proactive feel

Helps in reducing the cognitive dissonance Creating a forum for bringing together key

corporate influencers, decision makers and

businessmen

Creating a forum for career match making

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Skills Needed as

-- event manager

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Analytical/Critical thinking andproblem solving

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Client/Customer service orientation -

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Good negotiation skills

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Ability to work under pressure andmeet deadlines

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Teamwork, facilitation and co-

operation

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Planning, co-ordination andorganization

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Good networking skills