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Event Management
Events are occurrence designed for marketing interests.

´Philip Kotler’
Event management generally means conceptualizing,

meticulous planning, organizing and finally executing an event.
It is a set plan involving networking of a multimedia package,
thereby achieving the clients objectives and justifying their
needs for associating with events.
Events can bring community together for purpose of
fundraising, change a town or city’s image, expand its trade,
stimulate its economy, help companies to market and
introduce its product and also for the entertainment of society.
Not only do events enhance the quality of our life, they can
provide significant economic benefits. Events require a high
degree of planning, a range of skills, a lot of energy and funds.
Keys to successful events:
Organization
Co-operation
Event Management in India is in nascent condition till date it
has achieved only a stature of sector. Still it’s treated as a part
of entertainment industry. The size of this sector was mere Rs.
580 Cr in financial year 2003. The future of this sector is very
bright and its expected that it will grow with a growth rate
of 15% to 25% and will touch the turnover of Rs. 1400 Cr in year
2008.
The industry is highly concentrated, the top four players

occupies as much as 95% of market share. The top four players
are big MNCs, any Indian player has not achieved such size and
proficiency.
Corporate Events
• Conferences
• Corporate Celebrations
Glamour Events
• Celebrity Appearance
• Fashion Shows
• Music Concerts and entertainment shows
Brand Events
• Promotion and management of Brands
Televised Event
• Event specially created for television channels
Sports Events
• Focused around a sporting event
Concept Events (Theme Based Events)
• Concept conceived by Event Management Company
Hybrid Events
• Mixture of two or more of the above
Others
Talent Banks
High Profile Weddings, Dance Parties
Activities in Event Management
Pre-Event Activities
Events typically have a team based environment and a project
type of organization structure. Thus, responsibilities
are assigned to the relevant staff members in the team for the
Event. Coordination of arrangements required is divided among
the team members. Once the preliminary discussions are
over, and the final concept sold to the client, the very first step
creative conceptualizes works on the designing. Then the
Project manager prepares a thorough schedule after
understanding the critical steps ad issues involved in that
particular event. External agencies such as architects and
engineering contractors may be consulted at this stage to
understand feasibility of planned concepts. Most event
management companies have experienced production
managers who understand the feasibility of planned concepts.
Then the project manager draws up a cash flow statement, a
budget statement and arranges budget allocation for the event.
Based upon the project requirements critical dates or deadlines

are drawn up and the best possible solution among alternatives
to achieve these deadlines is chosen. The overall coordinator
along with the sales and marketing team should ensure the
completion of overall design, models of stages, visuals,
etc. with graphics included by the creative team within the
prescribed deadlines and make a researched concept
presentation to the clients.
At this stage, the legalities of drawing up the contract,

agreements and finalization by signing of contracts between
the event managers and clients becomes a necessity. Keeping
the feasibility in mind physical design are finalized and
contractors begin work. Here fire, safety and insurance issues
need to be taken care of. The coordinator, sales and marketing
team then think about production of advertising promotions,
brochures, posters, etc.
Logistics is another important area that needs to be given

priority attention by event coordinators. Logistics in events
essentially involves booking of hotels, air, road, and rail
transport for the participants and event managers, arranging
transportations of material. A joint team of the concept creator
and the main contractors then need to check out the special-
effects equipment’s and arrangements. At this time day-by-day
tracking of timing and finance with a feedback on possible
changes i.e. increase or decrease in expenditure on various items.
Finalization of cleaning, security, furniture (tables, seating,
barricading etc.), décor (flowers), communication (telephone),
and other service hire contracts (couriers) also take up the
production manager’s time at this stage. The project manager
handles the progress report and gets contingency plans
drawn up. The overall coordinator has to continue in touch with
the client with reference to the PR, publicity, press releases,
and promotion on TV, and radio along with the public relations
team. Arranging for a press conference for the clients, and
artists, giving out invitations, passes and tickets to the event,
organizing the reception for the press with uniforms for the
hospitality hostesses/hosts or staff at the reception is also a
major responsibility for the PR team in the preparatory stages
leading up to the event. Damage control due to artists¶
tantrums is yet another aspect typical of this field that the PR
team needs to contend with. These have to be tolerated and
controlled to avoid any adverse fallout.
Final visit for quality checks and control need to be made to the
networking components to ensure and confirm understanding.
These typically include inspection of dimensions of stage and
other critical near finished models for accuracy by the
production manager.
The overall coordinator along with the other team members

needs to then arrange for a briefing of site supervising staff
depending on category and type of event. It is essential that the
entire briefing and interaction take place before the event
begins. Once the event gets started the clients and the
contractors' staff need to be kept away from interfering with
the execution by the production manager and the event
coordinators. Controlling the panic reactions due to invariable
last minute troubles and final tying up of all loose ends is a very
important penultimate task.
The last stage in the first section involves resolution of on-site

wrangles of delivery, permission, missing orders or items, close
attention to construction of sets-asking whether it was done
correctly, supervision of installation of special effects, objects
During-Event Activities
During the event, softer aspects come into the focus. For
overall coordinator, it is important to pass on all credit to
supervisors. Event managers should look humble and be
available to the clients to call on. The conceptualisers' efforts
should be appreciated at least during the event. At the same
time, there should be a constant surveillances of the specially
effects, display objects and the food and beverages. Thus
monitoring is the gist of the during-event execution activity
that is involved. Photographs and other multimedia recording
arrangements if so desired also need to be taken from strategic
location
Event Planning
The first and foremost thing to do while planning an event is to

know about the client’s expectations. When a client first
approaches you for assigning a task, sit with him and find out
what he wants and how he wants it. Keep in mind the fact that
the client has a very hazy idea of what he wants. He expects
you to change that hazy idea into a reality. So you first need
to strike a good rapport with him. Once you know his
expectations you can start giving your inputs. Since you are a
professional event planner he is bound to believe that you have
a better knowledge about these things and will respect
your judgment
Key Factors in Planning an Event

• Check the feasibility
• Is the event a good idea
• Are we in the right community
• Who would be the spectators
• About the venue
• About the media of advertising
• Fund stream
Timing
Full time should be devoted to implementation of plans. Make
sure your event does not clash with other events. The
Organizing Committee It should comprise of experts in the
following streams
Financial
• Determine the sources of revenue
• Expected level of expenditure
• Time gap of expenditure and revenue
• Establish a system of financial accounting and control
Marketing
• To attract best possible audiences
• Get sponsorship and best support possible
Operational
• Guide overall operation of event
• Managing the technologies require
Legal
• Make appropriate contracts involved in managing an event
• Handle lawsuits that may arise
Public Relations Teams

• To handle the celebrities, if invited in the event.
• To host press conferences. This team is required to
take decisions from conceptualization to completion of the
event.
Facilities offered
• Programs
• Awards
• Transport
• Catering
• Safety and Security
• Entertainment
• Anchoring and announcement
• Music and Sound system
• Licensing
• Publicity
• Promotion
EVENT MARKETING
An event is a live multimedia package with a preconceived

concept, customized or modified to achieve the clients
objective of reaching out and suitably influencing the sharply
defined, specially gathered target audience by providing a
complete sensual experience and an avenue for two-way
interaction
This is a diagrammatic representation of the above definition.
From the model it is evident that an event is a package so
organized has to provide, reach and live interaction between
the target audience and the client to achieve the desired
impact.
Event marketing involves canvassing for clients and arranging
feedback for the creative concepts during and after the concept
initiation so as to arrive at a customized package for the client,
keeping the brand values and target audience in mind.
Marketing plays an important role in pricing and negotiations as
well as identifying opportunities to define and retain event
properties by gathering marketing intelligence with regard to
pricing, timing etc.
In fact, ideally event marketing involves simultaneous
canvassing and studying the brand prints; understanding what
the brand stands for, its positioning and values, identifying the
target audience and liaison with the creative conceptualizes to
create an event for a prefect mesh with the brand’s personality

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Company profile

Events are occurrence designed for marketing interests.

Event management generally means conceptualizing,

The industry is highly concentrated, the top four players

• Event specially created for television channels

Based upon the project requirements critical dates or deadlines

At this stage, the legalities of drawing up the contract,

Logistics is another important area that needs to be given

The overall coordinator along with the other team members

The last stage in the first section involves resolution of on-site

The first and foremost thing to do while planning an event is to

Key Factors in Planning an Event

Public Relations Teams

An event is a live multimedia package with a preconceived

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