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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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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 organisation For 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 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
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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