Event management
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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

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Event management

Event management


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

    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


    Control1

    Control

    • Control requites two complimentary activities

      • Information processing

      • Feedback on what is happening


    Control2

    Control

    • Establishing standards of performance and ensuring they are realized

    • Identifying deviations from Standards of performance

    • Correcting deviations


    Controls

    Controls

    • Operational controls

      • Used for the day to day running of the event

    • Organisational controls

      • Relate to the objectives of the event organisationFor example is the event profitable


    Budget

    Budget

    • The plan expressed in numbers

      • Includes costing, estimated income & allocates financial resources

      • Compare actual costs & revenue with projected costs & revenue


    Budget1

    Budget

    • Costing

    • Estimating income – Revenue

    • And allocation of Financial Resources

    • Cash Flow

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


    Legal

    Legal

    • 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 !!!!!!!


    Contracts

    Contracts

    • 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 management

    Risk management


    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


    Regulations licences and permits

    Regulations, licences and permits


    Logistics

    Logistics

    • 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


    Evaluation

    Evaluation

    • 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


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