Event management
1 / 39

Event management - PowerPoint PPT Presentation

  • Uploaded on

Event management . Some Areas We Considered in Planning an Event. Conceptualizing the event Marketing & Management Human resources Event administration Control & budgets Event logistics Staging the event Evaluation. What is Sponsorship . It is a commercial relationship

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about ' Event management ' - summer

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Some areas we considered in planning an event
Some Areas We Considered in Planning an Event

  • Conceptualizing the event

  • Marketing & Management

  • Human resources

  • Event administration

  • Control & budgets

  • Event logistics

  • Staging the event

  • Evaluation

What is sponsorship
What is Sponsorship

  • It is a commercial relationship

  • There needs to be demonstrate tangible benefits for both sponsor and event

  • For the sponsor it must be more profitable than other forms of promotional opportunities

  • Sponsors have a limited budgets

    • What makes your event worthwhile

Trends influencing the growth of sponsorship
Trends influencing the Growth of Sponsorship

  • Growth & increased popularity of events themselves

    • Particularly globalized televised events – Sporting & Cultural

  • Sponsors can reach consumes while they are having a ‘good time’ – thus establishing a positive bond

  • Ability to tap into niche market demographics

  • Increased use of relationship marketing

  • Consumer cynicism re traditional advertising

  • Rising costs & lower results of traditional advertising

  • Global financial downturn will impact event sponsorship – both + & -

Why sponsor
Why Sponsor

  • First you need to ask the question – how does sponsorship fit within the marketing plan for the company/event?

Why sponsor1
Why sponsor

Sponsorship can

  • Increased awareness of company and product

  • Increase product identification with a particular lifestyle

  • A means of product and market differentiation

  • A means of entertaining key clientele

  • A merchandising opportunity

  • Building product or corporate image

  • Opportunity to represent commitment to a particular community

  • Lock competitors out of an activity

  • Demonstrate product attributes

  • Generate sales

Is sponsorship appropriate for an event
Is sponsorship appropriate for an event

  • Sponsorship is not appropriate for all events

  • Does the event have some benefit that can be offered to potential sponsor?

  • Does the target audience approve of commercial sponsorship?

  • Are there companies that would not be suitable sponsors?

  • Does the event organisation have people with the expertise and time to construct and produce sponsorship packages?

  • Does the event have a policy on sponsorship?

Events development of sponsorship policy
Events – Development of Sponsorship Policy

  • The event’s history of sponsorship and their approach to it

  • Event’s definition of what constitutes sponsorship V’s grants or donations

  • Event’s objectives, processes & procedures for seeking sponsorship

  • Rules for sponsorship

    • E.g. are there companies you will not deal with & the rationale

  • Procedures for the dealing with sponsorships

  • How will this information be shared as part of the events shared vision

  • Identifying appropriate sponsorship
    Identifying appropriate sponsorship

    • Sponsorship is normally part of corporate marketing strategy

    • Market intelligence

      • How do you find out corporate strategies?

        • Annual reports

        • Company announcements

        • Networking

        • Event opportunity analysis

          • Realistic self assessment of sponsorship opportunity

    Develop the sponsorship strategy
    Develop the Sponsorship Strategy

    • Profiling the event’s audience

    • Creating the event’s asset register

      • What assets does the event have?

        • E.g. Naming rights, opportunity to sell product, venue signage, exclusivity, sponsor networking opportunity etc

  • Building the event sponsorship portfolio

    • Sole sponsorship, tiered levels of sponsorship, sponsors negotiate and leverage own benefit

  • Matching event assets with potential sponsors

  • The sponsorship approach

    • Presenting the proposal – (see next slide)

    • Knowing who makes the decisions?

  • S ponsorship proposal
    Sponsorship proposal

    • How will sponsorship reach the targeted audience

      • E.g. Naming rights, banners or posters, merchandising or Logo in programmes etc

    • What publicity is planned

      • How is the targeted to the targeted audience

    • What networking opportunities are there

    • What opportunities for product sales or demonstration target market are there?

    • Entertainment opportunities for sponsor

    • Price – is it cost effective with other forms of promotion

    Points for an successful proposal
    Points for an Successful Proposal

    • Sell benefits – not features of the event

    • Address the sponsor’s need not those of the event

    • Tailor the proposal to the business category

    • Include promotional extensions

      • E.g. Not just the asset purchased but all benefits of sponsorship – such as hospitality etc

  • Minimise risk

  • Present proposal in terms of total impact

  • Sponsorship business plans
    Sponsorship business plans

    • Formalising the agreement

      • What are the quantifiable outcomes for the sponsorship package

      • Timelines

      • Forecast of sponsorship costs - Budget

      • Human resource costs

      • Areas of accountability

      • Evaluation

    Servicing the sponsors need
    Servicing the sponsors need

    • Understand the sponsor

    • Making the sponsor feel special

      • For example meeting celebrities

  • Acknowledge the sponsor at every opportunity

  • Sponsorship launch

  • Media monitoring

  • Professionalism

  • Control

    • Making sure what happens is what was planned to happen

    • Comparing what was planned to what is happening – and returning it to what was planned

    • Control affects every aspect of events management

      • Project Management

      • Logistics

      • Human resources

      • Administration


    • Control requites two complimentary activities

      • Information processing

      • Feedback on what is happening


    • Establishing standards of performance and ensuring they are realized

    • Identifying deviations from Standards of performance

    • Correcting deviations


    • Operational controls

      • Used for the day to day running of the event

    • Organisational controls

      • Relate to the objectives of the event organisation For example is the event profitable


    • The plan expressed in numbers

      • Includes costing, estimated income & allocates financial resources

      • Compare actual costs & revenue with projected costs & revenue


    • Costing

    • Estimating income – Revenue

    • And allocation of Financial Resources

    • Cash Flow

    • This is why you did the accounting unit !!!!


    • The legal responsibility of the event organiser

    • The legal identity of the event

      • Who has ownership and legal liability

    • The need to minimize legal liability

    • You need legal advice !!!!!!!


    • Legal agreements between parties

    • Events may have numerous contracts with

      • Entertainers

      • Venue

      • Sponsors

      • The media

      • Re the of trade marks and logos

      • Etc, etc

    Risk management1
    Risk Management

    • All areas of the event needed risk management - Including

      • Administration

      • Marketing and public relations

      • Health and safety

      • Crowd management

      • Security

      • Transport

    Development of the risk management plan
    Development of the risk management plan

    • Identification of potential dangers

      • Work – what exactly are people required to do

    • Can you run test events?

      • e.g. smaller sporting events leading up to major sport events

  • Is the risk internal to the event organisation or external?

    • What is controllable by the event company?

  • Fault Diagram – What if this happens – what is the impact – how can we prevent it

  • Contingency plans

  • Scenario development

  • Consultation

  • Risk management planning
    Risk Management Planning

    • The evaluation of risk

      • How likely is something likely to occur?

      • What happens if it does occur?

    Control of risk
    Control of Risk

    • Control of risk – you can

      • Cancel and avoid the risk

      • Diminish the risk

      • Reduce the severity of risks which do eventuate

      • Devise backups and alternatives

      • Distribute the risk

      • Transfer the risk

    Some specific event risks
    Some specific event risks

    • Crowd management

      • And crowd control

    • Alcohol & Drugs


    • Getting everything into place

    Supply logistics
    Supply logistics

    • Supply of customers

      • Marketing

      • Ticketing

      • Queuing

      • Transport

  • Supply of product

    • Transport

    • Accommodation

    • Artists need

  • Supply of facilities

    • Security

    • Power

    • Water

    • Contractors

  • Event site logistics
    Event site logistics

    • Flow of audience, artists and equipment around the site

    • Communication

    • Amenities

    • Consumables

    • VIP and media requirements

    • Emergency procedures

    Event shutdown
    Event Shutdown

    • Removal

    • Cleaning

    • Contract acquittal

    The logistics plan
    The logistics plan

    • Would normally cover

      • A general contact list

      • A site plan

      • Schedules including timelines and bar charts

      • Emergency plan

      • Subcontractor details, including all time constraints

      • Onsite contacts including security and volunteers

      • Evaluation sheets

    Staging events
    Staging events

    • The term ‘staging’ originates from the presentation of plays at the theatre

    • The main concerns of staging are

      • Theming and event design

      • Choice of venue

      • Audience and guests

      • Stage

      • Power, lights and sound

      • Audio visuals and special effects

      • Catering

      • Performers

      • Crew

      • Hospitality

      • The production schedule

      • Recording the event

      • Contingencies


    • Is the process of critically of observing, measuring and monitoring the implementation of an event in order to assess its outcomes accurately

    When to evaluate events
    When to evaluate events

    • Pre-event assessment

      • Market research of the event

      • Benchmarking against similar events

      • Setting targets

  • Monitoring the event

    • Ticket sales

    • Monitoring the budget

    • Monitoring for quality control

      • E.g. Dispersal of cleaning staff to match crowd patterns

  • Post-event evaluation

    • The gathering of statistics and data on the event and analysing them in relation to the event’s mission & objectives

  • Report to stakeholders
    Report to stakeholders

    • The host organisation

      • Did the event achieve its objectives?

  • Sponsors

    • What information would sponsors want ?

  • Funding bodies

  • Tourism bodies

    • Did the event generate tourism

    • Tourist numbers

    • Tourism spend

    • Bed nights

  • Evaluation procedures
    Evaluation procedures

    • What data is needed

    • How, when and by whom is are to be gathered

    • How is it to be analysed

    • What format to use in the final reporting

    • Where could data come from

    • Observational techniques

    • Feedback meetings

    • Questionnaires and surveys

    • Economic impact studies

    • Media monitoring and evaluation