Event Management

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.

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.

An event can be:

 

1) Social / life–cycle 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 peagents, 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, buyer-seller 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.

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. Today, there a number of people, who have entered the field because they realize the potential of the market where demand and supply is concerned. In fact, the most profitable aspect of this field is the need for creativity. And that is how and where one earns.

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)

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, Scholistic partner, Holistic partner or Academic Partner to support an event.

 

Supporting Agencies

Supporting Agencies (either goverment or private) can also support an event by either financing the event or donating some service.

Event Analysis

Market Research in Event Planning

Market Research

Before organizing an event, find out whether there is a market (i.e. audience) for your intended event or not. For e.g. you want to organize a fashion show in Oman. If people there have little or no interest in fashion shows, then it is not a good idea to organize such event there. The event will fail for sure.

Market Analysis

If there is a market for your intended event, then do market analysis. Market Analysis means finding information about your target audience. Find out who are your target audience i.e. there age group, sex, qualification, profession, knowledge level, income, status, likings, disliking, personality, customs, traditions, religion, lifestyle etc.

Knowing your target audience's customs, traditions and religion is very important so that we don’t hurt there customs and religion unknowingly through our event. For e.g. if you organize a Hindu wedding and serve beef there, then u will be in mortal danger as cow is considered as a sacred animal in Hindu religion. Similarly serving pork in a Muslim function can bring havoc. Find out where majority of your target audience live so that you can direct your marketing efforts towards them.

There is no point in advertising across US if your target audience belongs only to New Jersey. In this way you can cut down your advertising and marketing cost tremendously. Find out what are the desires and expectations of target audience from your intended event. Find out when (i.e. date and time) and where (i.e. venue) they want the intended event to take place .For this you will have to do survey. All this information will help you in developing a better event plan.

Competitors' Analysis

It means finding information about your competitors. Find out who are your competitors .i.e. their age, sex, qualifications, knowledge level, experience in organizing events, turnover, market value, PR (media and corporate contacts) and market share.

Find out how they promote and execute there events. What they do in there events? Why people come to there events? For this you will have to attend each and every event organized by your competitors and then create an event report. The event report will contain things like

- seating and light arrangements - promotional materials used - blueprint of the whole venue - program and food menu - contact details of sponsors, partners, clients (for whom the event is organized) - service providers like DJs, Anchors, Make up artist, Performers, photographers, videographers, decorator, florist etc.

Find out as much information as possible about events organized by your competitors.

SWOT Analysis in Event Planning

Products/Services Research

If you are organizing a corporate event then it is necessary for you as an event manager to do research of the products/ services promoted and sold by your corporate client.

- Find out how the company promotes its products - How the company wants to build/enhance the image associated with its product (also known as the brand image)? - What is the market value and market share of the company and its products? - Who are the customers of the product? - What are the features of the product? - What are the advantages and disadvantages of the product in comparison to competitors' products?

All this research will later help you in making an effecting promotional campaign for your corporate event.

 

SWOT Analysis

In SWOT Analysis:

'S' stands for Strengths'W' stands for Weaknesses'O' stands for Opportunities'T' stands for Threats

It is a strategic planning tool which is used to identify and analyze the strengths, weaknesses, opportunities and threats involved in your project. SWOT analysis can also be done on your organization.

Strengths:These are the attributes of your project/organization which are helpful in achieving project's objectives. For e.g.: experienced event team, high motivation level, excellent PR, good market share etc.

Weaknesses:These are those attributes of your project/organization which are harmful in achieving project's objectives. For e.g.: social loafing, lack of funds, inexperienced event team, low energy level, lack of media and corporate contacts etc.

Opportunities:These are those external factors which are helpful in achieving the project's objectives. For e.g.: little competition, favorable economic conditions, support from the local authorities, availability of the state of the art infrastructure etc.

Threats:These are those external factors which are harmful in achieving the project's objectives. For e.g.: high competition, little or no support from local authorities, bad weather, poor infrastructure, high lab our rate, unavailability of raw material etc. It is very important that you conduct SWOT analysis before developing an event plan to develop a strategy which maximizes the potential of strengths and opportunities of your project and at the same time, minimizes the impact of the weaknesses and threats.

 

Analysis Report

After conducting market, competitors, product/service research and SWOT analysis, create a report which contain details of all the research work done by you. Documentation of your research work is important, later for event evaluation. Your analysis report will also help you in getting sponsorship for your event.

Event Planning Tips

We follow 5 'W's (i.e. Why, What, When, Where, Who) and 1 H' (i.e.How) principle to create an event plan.

Why

'Why' means, why you want to organize the event i.e. event objective.

What do you want to get from the event? For eg: do you want to organize the event to enhance your company's brand image, to increase company's sales, to promote your client's products/services or to promote a social cause etc.

Defining event objectives at the very start of event planning is very important as it gives you the direction in which you should proceed to accomplish your objectives. Organizing an event without clear objectives is a huge waste of both time and resources.

 

What

'What' means what you are going to do in the event i.e. what will be the:

Event NameWhat will be the name of the event? For eg: 'Auto Expo 2007".

Food and Beverage MenuIt contains the list of food items and beverages you will serve during the event to guests and target audience. Always consult a caterer while deciding your food and beverage menu as he knows the best which wine is served with a particular course (i.e. meal).

Keep event theme, preferences and religion of target audience and guests in mind while deciding the menu. If majority of your target audience are vegetarian, then it is not a good idea to serve non-veg in the event. Similarly if majority of your guests are very health conscious then there should also be some low calories food items in your menu. You don't want them to go back with an empty stomach.

Also keep climatic conditions into account. Don't serve out of season food items and beverages. Like serving ice cream/cold drink in winter, food (like spicy food) that provides warmth during summer or food that provides coolness during winter.

Event ProfileWhat the event is all about? For eg: This event is an International exhibition on new models of Cars and its accessories

Guests ProfileWho will be your chief guest and other guests? Your guest list must include organizers, sponsors, partners, clients and specially media people. Use your imagination to create good titles to woo your guests. Like 'Guest of honor', star guest etc. Never give special treatment to one particular guest or guests' group.

Event ThemeTheme means subject. An event can be based on a particular theme like : hollywood, hawaaian, egyptian, balloon, clock, red, white etc. Theme based events are generally parties or wedding. Like we can have party based on flowers theme. Such type of parties are known as theme parties. In a theme party, everything from dress code, decoration, games, music, gifts, favors to food and beverages are based on a particular theme.

Service ProvidersWho will be your service providers? Any professional providing any type of service in lieu of money is a service provider. For e.g.: DJ, anchor, florist, videographer, photographer, make up artist, performers, decorator, models, technicians, usher etc.

ObligationsThese are the compulsions on the guests like dress code or the knowledge of salsa dance.

Type of EntryDecide how will be the entry. Entry will be by ticket, pass or through invitation only.

FavorsThese are the gifts given to guests. We can give gifts to guests when they enter a party, when they win a game or when they leave the party.

Entry feesWhat will be the entry fees? If you are going to charge entry fees, then be prepared to pay entertainment tax. Your entry fees should be according to your target audience's status. If you overcharge you won’t get any audience.

Event HighlightsThese are those activities which you do to catch your taget audience and media's attention. Like inagrauation of your fashion show by Tom Cruise, performance by Latin singer Shakira or display of the world most expensive car etc.

Promotional CampaignHow you are going to promote your event, organizers, sponsors, partners and clients pre-event, at-event and post-event.

Programe MenuIt is the list of various activities that will occur as a part of the event. Sample Programe Menu of a Conference.

Event BudgetTo determine your event budget find out what will be the cost for producing and marketing the event. To determine production cost, create a list of logistics used in the event and then sum up there hiring/usage cost. You can determine marketing cost on the basis of historical data like past advertising expenditure for same or similar events.If you are a first timer, then take help from an ad agency. On the basis of production and marketing cost, determine your operating cost (i.e. cost to run the business). On the basis of operating cost decide your own fees and the staff salary.

If you are organizing event for a client, then the client will bear the production and marketing cost of the event. If you are organizing your own event then you will bear the production and marketing cost. As an event manager, you must be able to recover your production, marketing and operating costs plus you must be able to make considerable profit also. Developing event budget and managing cash flow pre-event, at-event and post event is quite difficult and requires help from an experienced professional. Better leave this job to an Accountant if you are organizing

When

When you are going to organize the event (i.e. date and time)? Keep following things in mind while selecting date and time for the event:

1) Select date and time according to target audience convenience and availability. For e.g.: don't organize events during work days, examination days or festival times. The best time to organize events is during weekends like Saturday or Sunday.

2) Make sure that your event's date and time, don't clash with other event's date and time specially bigger event's date and time. For e.g.: it is not a good idea to organize your music concert on a day when there is Bon Jovi concert.

3) Keep climatic conditions into mind while selecting date and time for your event. It can be disastrous to organize event outdoor on a day when the weather is stormy or heavy rain is expected. Here you can take help of your own experience if you are familiar with the climatic conditions of the region where you intend to organize the event or you can take the help of the meteorological department for the weather forecast. Find out how the weather will be on the day of your event.

 

Where

Where you are going to organize the event (i.e. venue)? Check out the venue selection tips.

 

Who

Who will be your organizers, sponsors, partners, clients and target audience? How many target audience you are expecting to visit the event and why? You must have very good reason to this 'Why' as you will have to convince your prospective organizers and sponsors that why particular number of people will attend the event.

 

How

How exactly are you going to market and produce the event.

Conference Planning

An Example:

Monday, 30 April 2007 Tuesday, 1 May 2007 Wednesday, 2 May 2007

8:00 Registration

8:30 Chair: M. Eisenhut; Heidelberg, GermanyR Haubner; Innsbruck, AustriaSession 4: Amino acids, peptides and proteins

9:10 Session 7: Angiogenesis

9:00 Chair: H.H. CoenenOpening and welcome addresses

10:00 Coffee break 10:00 Coffee break

10:00 Coffee break10:30 Chair: K.Suzuki, Chiba, JapanSession 5: Interdisciplinary

10:30 Chair: J. Fowler; Brookhaven, USASession 8: PET-nuclides II

10:30 Chair: A. Luxen; Liège, BelgiumSession 1: PET-nuclides IRADIOCHEMICAL YIELD DEPENDENCE OF 3’-DEOXY-3’

12:00 Lunch and Posters 12:00 Lunch

12:00 Lunch and Posters13:30 Ann Arbor, USA Session 6: Click labelling methods

13:30 Chair: S. McQuarrie, Edmonton, CanadaSession 9: Radiopharmacology

13:30 Chair: S. S. Jurisson; Missouri, USA Session 2: Radiometals

16:30 Adjourn 16:30 Closing & Farewell

15:00 Coffee break

    

16:30 Adjourn

Event Venue Selection

Keep following things in mind while selecting a venue for your event:

1) Target Audience/Guest Size

2) Target Audience Status

3) Target Audience Convenience

4) Climatic Conditions

5) Venue History

6) Venue Services

Before hiring a venue check out the number of services provided by the venue like:

Parking facility

Security Arrangements

Venue Staff

Restrictions

Additional Services

7) Venue Fees

Ask following questions from venue manager before hiring a venue:

Q1) What is the venue fee?Does it include all other taxes? (Negotiate rental fee to ensure the best deal.)

Q2) What is included in the venue fee?Is dance floor included in venue fee? Are table, chairs and linens included in the venue fee? Is security and liability coverage included in the venue fees?

Q3) What is not included in the venue fee?

Q4) Is there any cost for parking?Generally parking space is provided free of the cost by the venue but some venues may charge separately for parking facility.

Q5) What is the price range for a seated/buffet lunch and dinner?

Q6) What are the Corkage fees?i.e. fees to server liquor. Make sure that venue has the license to serve alcohol. Check the license for expiration date.

Q7) What is the cost of sleeping rooms?

Q8) What is your cost per person and per food item?

Q9) What are your bartending and bar set up fees?

Q10) What are your fees and how do you charge for providing additional services?Such as floral decoration, fireworks, audio-visual aids; staging, lighting, props, decor for event production etc.

Q11) What modes of payments are available?

Q12) What are your payment, refund and cancellation policies?

 

8) Venue Inspection

 

9) Amount of Work Required

 

10) Contracting the Venue

What is a Contract?

It is an agreement that is enforceable by law.

What is an Agreement?

An agreement is a promise or set of promises.

When a contract is considered to be valid?

A Contract is considered to be valid when:

1.) The agreement has been made between two or more parties who are legally competent and authorized to enter into a contract. For e.g. you can not enter into a contract with a minor.

2.) The agreement has been made on the free will of the parties. Free will means, the agreement has been made:

- Without giving threats or use of physical force.

- Without any undue influence i.e. party in the dominating position didn't take advantage of its position or authority to get consent from the other party.

- Without fraud. Fraud means deceiving or misleading someone intentionally.

- Without misrepresentation of facts.

- Not by mistake. You can declare a contract as Null and Void if your are able to prove in the court of law that the agreement has not been made on the free will or the other party is not authorized or legally competent to enter into a contract.

3.) The contract contains consideration (i.e. benefits and detriments). A contract without detriments (i.e. damages and harms) is legally insignificant.For e.g. if your contract doesn’t contain the penalty/compensation if a certain clause is violated, then it has no significance.

4.) The objects and consideration in the contract are not lawful either wholly or in parts. For e.g. the following contract is considered to be void: 'After getting payment of US $ 1.22 million from Black Rose Corporation you will kill person 'A' or you will do a robbery on our behalf.'

Budgeting The Event

What is the most important factor when it comes to finances? It is the budgeting. Even a homemaker understands the meaning of this term and implements it in her home, in order to curb expenses and ensure that more money is saved. In the same way, no matter what the scale of event, the most important factor is to work within budget constraints, yet maintaining quality, in order to maximize returns. The fact is the budgeting the event is not child’s play of throwing in numbers and then marketing the event.

Most companies follow a budget format or event management system, wherein all the figures are placed and aggregates made. Almost every company has on board a Financial or Accounting head, who is responsible for preparing the budget, as well as supervising the entire event execution process to ensure that all is happening within the figures mentioned.

When preparing an event management budget, usually one maintains a margin of 5% to 15%, which is also called the buffer margin, just in case the budget exceeds the actuals placed on paper. It is important for the event manager, or marketing manager to provide the budget to potential sponsors, so that they can decided how much, or which section of the event they would prefer to sponsor in order to gain maximum mileage. For instance, there are some companies who decide to sponsor the entire ground for the event, while other companies pay for the printing of tickets and other material. The amount a company is ready to sponsor decides the kind of mileage they are given.

The budget not only provides facts and figures with regards to the expenses, but also the potential returns the company can gain from the event. This would include expected ticket sales, as well as amount that can be received from sponsors. The entire plan of an event is in its budget. It is the very backbone of any event, or no matter what scale or type. It is more like a pre-event balance sheet.

Event Hosting

There are varied types of events that are hosted every now and then. And because of the number of companies and the event hosting at varied levels, they are being categorized into varied types and levels. The categories are based on the event management services in India, which include the following: Business events: These are events that promote the varied objectives of a business venture, which includes launches and promotional events; also termed as brand building and brand promoting. There are also certain events for the employees of a business venture, in order to motivate them from time-to-time. Corporate events: Corporate events primarily include those of the corporate houses mainly for the benefit of their employees, as well as clients and customers.

The events generally relate to the following:

Management Functions Corporate Communications Training Marketing Employee Relations Customer Relations

Cause-Related events :

This is related to events pertaining to raising funds for victims of varied large-scale disasters. For instance, a concert for the benefit of the earthquake victims of Gujarat.

Fundraising events :

This includes events for charitable reasons that are mainly organized for varied reasons, which include:To attract revenueTo garner supportTo spread awareness

Exhibitions, and trade fairs :

These events are hosted in order to bring together vendors and consumers. These events are basically hosted in order to bring together people who are interested in viewing or knowing about the:Available products and servicesGain a complete understanding of all the players in the related industry

Entertainment events :

This type of event is hosted purely for entertainment reasons. Large companies generally sponsor or have such events organized in order to reach their target audience directly.

Festive events :

These are events hosted for the public in general, so that there can be mass gatherings to celebrate festivals. For instance, the nine-day event during Navratri.

Government events :

These are generally the political rallies hosted by political parties, communities or others involved in the government and general politics.

Meetings, seminars, workshops, conferences and conventions :

These are usually hosted by companies or association as a common ground for people to come together and exchange information, debate on and discuss varied issues, take a consensus or decision, to educate the participants and a means to build relations.

Social and cultural events :

These are events that are hosted usually to commemorate cultural, religious, communal or societal occasion.

Sporting events :

This includes all types of sports competitions, at all levels.

Event Marketing

Steps involved in creating a promotional campaign for your event

Note: 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 communications. 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 MySpace, 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.

 

Print Media can be used for Promotion

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.

 

Electronic Media can be used for Promotion

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 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.

 Risk Management Plan for Events

An event is full of uncertainties like power failure, equipment failure, medical emergency, brawl, stampede, fire, sponsorship withdrawal, last minute turned down by an artist etc. How will you deal with all these contingencies without a well thought out risk management plan.

Risk management is done at each and every stage of event production. For e.g. when risk management is done in the information management field, then it deals with loss of data due to data theft or hard disk crash. When risk management is done in the security management field, then it deals with brawl, stampede, medical emergency, accidental fire etc.

Similarly there are risks associated with: human resource, finance, marketing, quality management, attendees, food and beverages management, programs, technical management, infrastructure, logistic, procurement and team management.

 

Developing Risk Management Plan for Events

Since risk management is a very important part of event management therefore it should be carried out in a planned and professional manner. Following steps are involved in risk management:

Step 1: Identify those elements or activities which could carry a risk. A list of such elements is already specified above like information management, security, procurement etc.

Step 2: Identify the risks associated with each element or activity. For e.g. cargo theft is associated with logistic management. Similarly, data loss is associated with information management.

Step 3: Determine the possibility of occurrence of the risk and the severity of the consequences if the risk does happen. For e.g.

Elements Risk Possibility Severity

Information Management Loss of data Low Very high

  Data theft High High

  Data Corruption Very high Very high

Security Management Brawl Low Low

 

Step 4: Risk PrioritizationRisks with high severity of the consequences should be handled first.

 

Step 5: Formulate, prepare and implement strategies to manage risks.

Some common strategies used for risk management are:

*Risk AvoidanceAvoid those elements and activities which could carry a risk.

*Risk RetentionAccept some or all the consequences associated with a particular risk.

*Risk TransferTransfer the risk to a third party. For e.g. transferring the event security responsibility to a security agency.

*Risk ReductionReduce the risk associated with a particular element or activity by developing an effective contingency action plan.

Step 6: Monitor the risks periodicallyso that the strategies used to manage the risks can be updated or reviewed.

Logisitic Management in Events

Logistic management is all about moving goods and merchandise from one destination to the other in the most efficient and cost effective manner.

For small or local events you can do logistic management all by yourself. But for large events, especially national level or international level events you will have to take the services of a logistic manager (also known as clearing and forwarding agent).

A national or international level event may require:

1) Guidance on pre and post shipment services

2) Liasoning with various govt. departments and organizations.

3) Preparation of documentation required for import or export of cargo.

4) Multimodal transportation by road, air or sea.

5) Warehousing and distribution of cargo

6) Cargo Insurance and tracking

7) Cargo consolidation

8) Custom clearance, shipping clearance and various other clearances.

9) Various types of procurement management and resource management services.

10) Formulation, preparation and implementation of a risk management plan i.e. risks related to logistic management like cargo theft.

 

A logistic manager is expert in all the aforesaid areas. He has extensive knowledge of the rules, regulations, policies, procedures and documentation necessary to import, export or move goods and merchandise. He has extensive knowledge of the transportation cost, custom clearance, banking practices etc. Therefore he is indispensable for national or international level events.

How to Become an Event Manager

Event management is a multi million dollar industry which is growing at the rate of 150% per annum with events being hosted almost daily.

Organzing a perfectly synchronized, well planned, well conducted and memorable event, requires the supervision and services of well trained and experienced event professionals. Therefore event management companies are always on a look out for event professionals.

The success of an event manger depends upon how well he organized the event and up to which extent he is able to achieve event and marketing objectives.

The salary of an event manager depends upon his qualification, amount of exposure to events, media and corporate contacts. Working as an entrepreneur after two or three years of work experience is strongly recommended. If you can give value for money to your sponsors than sky is the limit for your income.

 

Event Manager Skills

Event management is a profession which demands lot of hard work, high degree of energy, flexibility and motivation, good communication skills, strong networking, excellent PR (Public Relation) skills, eye for detail, strong organizational skills, leadership qualities, diplomacy, patience, market awareness and tons of creativity.

 

Event Manager Qualifications

There is no minimum qualification requirement to become an event manager for non-corporate events. Any person with strong organizational skills and excellent PR Skills can organize non-corporate events.

However for organizing corporate events a degree/diploma in event management, PR, tourism, hospitality management, business administration or marketing is a must. This is because corporate events are organized to promote and sell company's products or services or to build/enhance its brand image.

A person with 2-3 years of work experience in the field of sales/marketing can also organize corporate events without any formal education in event management or business administration.

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

Education

There are an increasing number of universities which offer Graduate Degree/Diploma in Event Management, especially in the UK where they have been quick to catch on to the new interest and many are now offering certificate, diploma, degree and masters degree coursework. In the Netherlands - Rotterdam - EuroCollege University of Professional Education offers Hospitality & Events Management. In India National Academy of Event Management & Development - NAEMD offers Diploma & Post Graduate Diploma in Event Management, National

Institute of Event Management - NIEM, Event Management Development Institute - EMDI and Amity University also offer courses on event management.

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.

Career opportunities are in the following Industries :

1. Event Management2. Event Management Consultancy3. Hotel, travel and hospitality Industries4. Advertising Agencies5. Public Relations Firms6. Corporations7. News Media8. Non-profit organization 9. Integrated Marketing & Communications10. Event Budgeting and Accounting

How to Form an Event Management Company

Are You Ready?

Want to start an event management company? Wish to earn those great bucks? First make sure you know where you are

You are heading into event planning business where you will need solid social networking and business development skills to survive. Your success in this business will depend upon, not only on your experience and knowledge level but also on your contacts (public relations), negotiating, marketing and entrepreneur skills.

Here I should assume that you have been working in the event industry (or sales or marketing industry) for the last couple of years (at least 2 years) and that now you are confident you can find clients for yourself.

Just like in any other business, there are certain skills which you must have in you, if you wish to succeed in the event planning business:

1. -You manage people effectively and get the job done.2. - You know how to manage time and prioritize your tasks.3. - You can find new and innovative ways to solve problems.4. - You are good in decision making. You first evaluate your options and then decide.5. - You know how to talk to clients and close sales.6. - You have the ability to sell your ideas.7. - You have the ability to market your services.8. - You know how to manage cash flows and keep track of financial transactions.9. - You understand team formation.10. - You have leadership qualities.11. - You know how to motivate yourself and others.12. - You have strong analytical ability and eye for detail.

If you wish to excel in the event management field at as faster pace, then get certified. There are many event planning certification which can prove helpful in becoming a certified event planner. Such event management certificates demonstrate competitive distinction and that you have the skills, knowledge, experience and ability to plan and manage a successful event.

Event Management Resources

Wedding Planning Checklist

Planning the wedding

Wedding Logistics

Wedding Interview

Wedding Budget Planning

Wedding Planning Risk Management

Wedding Sites Selection

Wedding Caterers Selection

Wedding Decorator Selection

Wedding Musicians Selection

Wedding Photographer Selection

Wedding Videographer Selection

Wedding Boutique Selection

Wedding Jewellery Shop Selection

Henna Mehndi Artist Selection

Wedding Makeup Artist Selection

Wedding Tent House Selection

Event Planning Software

1) Event SoftThis software facilitates event planning and scheduling.

2) Event ProIt provides tool to manage your events like booking facility, reminders, database support, security rights, professionally designed reports etc.

3) ThrivaIt provides online event registration, payment processing and other facilities to event management companies.

4) RegonlineIt is also an online event registration software through which you can create online registration forms, develop event websites to promote your event, accept online payments, send confirmations and reminders, run reports, print badges etc.

5) SymphonyThrough this software you can do online attendee registration, speaker management, payment processing, custom reporting, access and share latest information etc.

Top Party Theme Sites

i) PartyTheme.biz

 

ii) PartyCity.com

 

iii) BirthdayPartySupply.us

 

iv) ThemePartiesNmore.com

 

v) PoshPartyBox.com

 

vi) PrettyPartyPlace.com

 

vii) AmazingPartyThemes.com

 

viii) Graduation-Invitations-Graduation-Party.com

Event Planning Associations

1) International Special Events Society (ISES) The International Special Events Society (ISES) was founded in 1987 to foster enlightened performance through education while promoting ethical conduct. ISES works to join professionals to focus on the "event as a whole" rather than its individual parts.

It is comprised of over 4,000 professionals in over 35 countries representing special event producers (from festivals to trade shows), caterers, decorators, florists, destination management companies, rental companies, special effects experts, tent suppliers, audio-visual technicians, party and convention coordinators, balloon artists, educators, journalists, hotel sales managers, specialty entertainers, convention center managers etc.

The solid peer network ISES provides helps special events professionals produce outstanding results for clients while establishing positive working relationships with other event colleagues.

 

2) International Festival and Events Association (IFEA)The International Festivals & Events Association ("IFEA") is a voluntary association of events, event  producers, event suppliers, and related professionals and organizations whose common purpose is the production and presentation of festivals, events, and civic and private celebrations. IFEA officially represents members in 38 countries on 5 continents, under the umbrellas of IFEA North America; IFEA Europe; IFEA Asia; IFEA Australia; and IFEA Africa/Middle East.

 

3) Indian Association of Amusement Parks and Industries (IAAPI) Enhance its membership so that all the players in the entertainment industry come under one umbrella for mutual benefits. Being a representative body, to present members views in proper perspective. Act as a Platform with the government for formulation of progressive policies. Publishing of "Thriller" Magazine & Industry Directory. Organize trade shows to bring the industry face to face with end-users.

 

4) Events Industry Alliance (EIA)The EIA is focussed on promoting the events industry and to driving industry wide issues to its five target audiences of: Press, Clients, Agencies/Media Planners, Government and Academia.

 

5) The Association of Event Organisers Ltd (AEO) It is the UK trade body representing companies which conceive, create, develop or manage trade and consumer events.

 

6) The Association of Event Venues (AEV) It is a UK organisation serving an established event venue community, focused on creating and driving platforms that service fundamental industry needs.

 

7) Event Supplier and Services Association (ESSA)The Event Supplier and Services Association is a UK trade association representing contractors and suppliers of goods and services to the events industry.

 

8) Eventia It is recognised as the official trade body of the events and live marketing industry in UK providing leadership and representation on important issues to Government, regulators and the corporate community.

 

9) National Association of Casino and Theme Party Operators

10) National Association of Mobile Entertainers  

11) National Limousine Association

12) National Speakers Association

13) Society of American Florists

14) Alliance of Meeting Management Companies

15) Connected International Meeting Professionals Association

16) International Association of Hispanic Meeting Professionals

17) International Society of Meeting Planners

18) Meeting Professionals International

19) American Disc Jockey Association

20) American Floral Industry Association

21) American Institutue of Floral Designers

22) American Rental Association

23) Entertainment Services Technical Association

24) International Cake Exploration Societé

25) International Food Service Executives Association

26) International Association of Culinary Professionals

27) International Caterers Association 

28) National Restaurant Association 

29) National Association of Catering Executives 

30) Mobile Industrial Caterers Association 

31) American Culinary Federation 

32) Retailer's Bakery Association 

33) Personal Chef Association

34) Personal Chefs Network, Inc. 

35) Hotel and Catering International Management Association 

36)Association of Bridal Retailers

37)Association of Wedding Gown Specialists

38)Bridal Show Producers International

39)Wedding and Event Videography Association

40)Wedding Photojournalist Association

41)Wedding & Portrait Photographers International 

42)Austin Wedding and Event Coordinators

43)California Lake Arrowhead Wedding Association

44)Central Valley Bridal Association

45)Dallas Association of Wedding Professionals

46)Maui Wedding Association

47)Mississippi Bridal Association

48)North Carolina Outer Banks Wedding Association

49)Minnesota Twin City Bridal Association 

50)Association of Bridal Consultants

51)Association of Certified Professional Wedding Consultants

52)Association of Wedding Professionals

53)Association for Wedding Professionals International

54)Bridal Association of America

55)National Association of Wedding Professionals

56)National Bridal Service

57)Wedding and Special Events Association  

58) Association of Certified Professional Wedding Consultants

59) The International Institute of Weddings 

60) The Wedding Specialist

61) Weddings Beautiful 

62) Super Weddings 

63) June Wedding

64) International Association of Conference Centers

65) International Association of Convention & Visitors Bureaus

66) International Association for Exposition Management

67) International Association of Fairs and Expositions

68) International Institute of Convention Management

69) Association of Conference and Events Directors

70) Association for Convention Operations Management

71) Association of Destination Management Executives

72) Association of Female Exhibit & Trade Show Managers

73) Center for Exhibition Industry Research

74) Exhibit Designers & Producers Association

75) Exposition Service Contractors Association

76) Professional Convention Management Association

77) Society of Independent Show Organizers

78) Trade Show Exhibitors Association

79) World Council for Venue Management

Top Event Management Companies in India

1) 360 degrees(Launch events, Conferences & Seminars, Conventions, Trade (B2B) Events , TV Events, Film Entertainment & Award Nights , Press Events , Brand Promotions , Sales Promotions, Consumer Promotions , Retail Promotions , Rural Promotions , Road shows)

 

2) Percept D Mark(Celebrity management, Stage shows, Fashion shows, Wedding management, Conferences, brand promotion, Product launches, Mrs. India World, Mrs. world pea gent, Golf Event Management. Provides complete movie and entertainment related solutions to film production houses and corporates.)

 

3) Wizcraft International Entertainment Pvt Ltd(High profile events, entertainment, sports, wedding, Film Awards, Artist Concerts, TV Events, Exhibitions, Productions, Response management, Contact management, Consumer Insight, Retail Visibility, Promotions, Lead Generations etc)

 

4) DNA Networks Pvt Ltd.(international and domestic concerts, event production, Creative integration of sponsor branding, Production of television specials, Co-ordinate advertising, publicity and public relation activity for events, Design, development and manufacture of quality merchandising)

 

5) Cineyug Entertainment

 

6) Cox and King (Meetings, Incentives, Conferences and Exhibitions)

 

7) Sita Conferences (International Conferences and Exhibitions)

 

8) E-Factor (weddings, concerts, International Conferences, Seminars, Television Based Events, Exhibitions, special occasions, corporate events, Road Shows)

 

9) Sercon (Exhibitions, Conventions, Conferences, seminars, Golf Events, Hospitality Events, Road Shows, Brand Promotion, Product launches, Incentives. Special Event: Swarn Sambandh)

 

10) Tafcon Group (Trade fair and conference organizers. Development of publicity & promotional activities. Marketing Trade Fairs organized by other Agencies.)

11) TCI Consultancy Services and 'e' Events(conferences, Exhibitions, Seminars, Workshops, Incentives, charters, Delegations, Indian Tours.)

12) Fountainhead

 

Event Management Marketing

One of the key components of any event management companies are its ability to markets its services, as well as the event at hand. In fact, today, there is a wide range of event management services in India that include:

In fact, today, there is a wide range of event management services in India that include:

Corporate events Weddings Entertainers Artist and celebrity management Children’s birthdays General events Sets and stages for performances DJ’s Event staffing Event consultation Promotional events Launches Road Shows Rural Events

Advertising events Marketing events Political events Exhibitions and trade shows

Event management marketing is also known as ‘event management sponsorship’, as well as less commonly known as ‘lifestyle marketing’. This is an ever-growing domain in event management. In India, marketing of event billing amounts to over 100 Crores, per year. In fact, this is reported to be an underestimation of the actual worth of the industry. The event marketing is spread across a broad base of varied events. The growing trend in marketing of events is largely attributed to its ability to get through all the advertising clutter in order to reach out to the consumers. This includes other vital audience segment, too. All this needs to be done in an impactful way. The marketing can be done at varied levels, and so those involved in this segment of event management need to be creative and be fully aware of the goals of the event, so to speak.