Event
Management
Introduction to Events
Events
are happenings, often used to suggest that what happened was on an unusual scale,
Memorable etc. Most of us participated in events but managing the events are
the difficult task to achieve its objective.
Event
management involves planning, organizing and execution of live events, which could
include a brand/products launch, an exhibition, a concert or even a conference.
It is basically an extended form of advertisement, though more interactive.
The
first impetus to event came with the liberalization of the Indian economy in
the early nineties. The explosion of satellite channels and the popularity of
foreign artists have fueled the growth in the industry in recent years.
Traditionally,
events were considered useful for rural markets and for products with a ban on
advertising like liquor and cigarettes. Low literacy levels and limited media penetration
made events a necessary exercise in rural markets. But today, events are no longer
limited to a few products and markets. Event marketing is gaining popularity in
long-term brand image building and humanizing of corporate.
Aims
of the any events are to minimize the risks and to maximize the enjoyment of events
audience. In most cases careful attention must be give to transportation,
technology and security and a host of other elements like venue, theme,
financial consideration, timings,
Events
team, contractors and other stake holders etc. Event management is the
application of the management practice of project management to the creation
and development of festivals and events. 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. Event management as a
subject has attracted considerable attention of several public relation
professionals, due to its being a powerful tool for communicating to the target public. Undoubtedly, events offer a direct and quick exposure to the intended
audiences.
Today, special events
are an important activity as the event reach out to several people and peculiarly
satisfy the desire of most of the people to participate in the event, who have quite
a few objectives to obtain like the special benefits offered to the visitors,
to enjoy some entertainment, to gather some stimulation, to socialize, and also
to become more knowledgeable on subjects, etc.
Meaning of Event
The
dictionary defines an event as ‘anything that happens, as distinguished from anything
that exists’ or ‘an occurrence, especially one of great importance’. These
definitions specify the subject of these text-event-things of significance that
happen. They are very wide definitions, but they have to be all- embracing to
allow for their innate universality in leisure and tourism, something considered
a little later.
Event
is commonly understood as an occurrence or something that happens. A unique
moment in time celebrated with ceremony and rituals to satisfy specific needs.
Special event in two perspectives: One time or infrequently occurs event
outside normal programs or activities of the sponsoring or organizing body. To
the customer or guests, it is an opportunity for Leisure, social or cultural experience
outside the normal range of choices or beyond everyday experience.
Nature and Scope of
Events Management
Scope
of event management a good career option which does not require much investment-and
offers a Lot of Independence and flexibility in work. Scope of event management
Demands a lot of hard work and efforts to get the client base for the events.
Event
management is a process of Organizing a Focused and professional event, for
a particular target Audience. The scope of event management is the most
Profound form of advertising and marketing which is full of glamorous
and thrilling profession now days. Planning is one of the most important
elements of event management you can say or is planning an event in
itself. It gives benefits to event managers by event advertising, it promote
the publicity of event. It gives benefits to advertising companies
through communicating source with the public, introduction of new
products to public. The scope of event management provides a wide
variety of career that could be anything from concerts, product launches,
conferences, promotions, press conferences, jubilee celebrations and
farewells to television based events, fashion shows, wedding or parties.
In terms of types,
events may be categorized as follows also:
1. Sporting
Sporting events are
held in all towns’ cities countries and states throughout the nation. They
attract international sports men and women at the highest level. Tennis, golf baseball,
football, basketball, downhill ski racing and ear racing are just a few
examples. These major events are matched at the local level by sporting
competitions for players at all levels. For example, the Program, held annually
at school, allow students to play various indoor and out-door games. This
event requires
considerable effort by the team supporting it, including the sport teacher, students participants ground Support, administration
and catering.
2. Entertainment, Arts,
and Culture
Entertainment events
are well known for their ability to attract large audiences. In some cases, the
concerts are extremely viable from financial point of view: in others, financial
problems can quickly escalate when ticket sales do not reach targets.
3. Commercial Marketing
and Promotional Events
Promotional events tend
to have high budgets and high profile. The aim of promotional events is generally
to differentiate the product from its competitors and to ensure that it is
memorable. Most of the promotional events involve product launches, often for
computer hard ware or software, perfume, alcohol or motor cars. One such
marketing activity daze lead attendees with its new launch motorbikes riding
overhead on tight rope, with special effect lighting. The aim for a promotional
activity might be sales, For example travel agents, who would promote the tour
to their client or potential purchasers. The Medias are usually invited to
these events and hence impact, publicity and the risk are high.
Success becomes very
vital.
4. Meeting and
Exhibitions
The meetings and
conventions industry is highly competitive. Many conventions attract thousands
of people, where as some meetings in glued to only a handful of high profile
participants. Example: science project exhibition at school
5. Festivals
All Religious festivals
fall into this category. Wine and Food Festivals, Harvest festivals are
increasingly popular, providing a particular region the opportunity to show cases
its product. Chinese New Year and Harvest festivals like Pongal in Tamil Nadu,
Onam in Kerala in India are good examples.
6. Families
Weddings,
anniversaries, Birthday celebrations and even Funerals all provide opportunities
for families to gather. Asian tourists are a big market for the wedding
industry, with many couples having a traditional ceremony at home. It is
important for the Event manager to keep track of these changing social trends.
7. Fundraising
Fairs which are common
in most communities are frequently run by enthusiastic local committees. The
effort and the organization required for these events are often under
estimated. As their general aim is raising funds, there is also the risk that
attendees will spend all their money on these activities and ignore those that
are more profitable to the charitable cause. A number of legal requirements
must be met by the charitable fund raiser.
Characteristics of the
Best Events
Before examining the
factors involved in achieving our overall aim or goal, let us consider what
makes for a good event. The most important element are:
1.
A clear vision and a definite purpose for everyone’s efforts.
2.
Clear SMART objectives to which everyone is committed.
3.
An appropriate, flexible organizational structure able to achieve specific
tasks, but retaining an overall unity of purpose.
4.
Committed personnel, willing to ‘go the step beyond’.
5.
A leader of caliber, authority and personality.
6.
Precise detailed planning carried out and documented within an appropriate
timescale.
7.
A coordinated team effort operating within budget limits, drawing on all
available
resources.
8.
Efficient lines of communication.
9.
A good public image.
10.
Effective publicity and presentation, and built-in contingency plans.
11.
A total commitment to customer care.
12.
Efficient ongoing control and monitoring systems.
13.
An atmosphere of unity, focus, hard work, hum our and enthusiasm.
14.
Good post-event evaluation.
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