Professional Documents
Culture Documents
IEM Module 3
IEM Module 3
EVENT MANAGEMENT
THM 5th SEMESTER
⚫ Hotels
⚫ Conference centers
⚫ Convention centers
⚫ Resorts
⚫ Cruise ships
⚫ Retreat centers
⚫ Sporting venues, etc.
OUTSOURCING VENDORS
⚫ Procrastination
⚫ No clear plans
⚫ Avoiding checklists & other
organizational tips
⚫ Ignoring competition, especially on same
event dates
⚫ Not confirming vendors on time; sign
contracts
⚫ Forgetting about contingency plans
⚫ Understaffing
⚫ Not including latest technological features
KEY STEPS IN EVENT
PLANNING
⚫ Study the client
⚫ Clear picture about event goals & requirements
⚫ Budget preparation
⚫ Create a plan
⚫ Staffing
⚫ Make necessary bookings
⚫ Event marketing
⚫ Identify sponsors & partners
⚫ Outsource relevant vendors
⚫ Technological needs
⚫ Logistics
⚫ Plans for attendee engagement
⚫ Event documentation
⚫ Debrief & review
⚫ Final preparations
Module 3
Planning & Organizing a Conference/ Exhibition/
Event
MODULE 3
EVENT MANAGEMENT
From previous sessions..
◼ 4 kinds of participation:
▪ Registrant
▪ Attendee
▪ Participant
▪ Learner
Major Participants of Conferences
◼ Chairpersons
◼ Presenters/Speakers
◼ Members
◼ Volunteers
Membership
◼ General Member
◼ Student Member
◼ Technologist/Industrial Member
Major Participants of Trade Shows
◼ Attendees
◼ Exhibitors
◼ Show producers
◼ Show contractors & labor
◼ Professional bureaus like CVB, DMC, etc.
◼ Convention centers
◼ Hotels
◼ Advertising, marketing and PR agencies
◼ Suppliers
◼ Speakers
Module 3
Planning & Organizing a Conference/ Exhibition/Event
Evaluation of attendees
Good post-event evaluation is one of the
key characteristics of the best events in
the world.
Methods for Post Event Evaluation
◉ Surveys
• To be filled/answered by attendees
➢ How did you find out about this event?
➢ Did you come to the event with other people?
➢ Who was the main decision maker?
➢ How did this event meet your expectations?
➢ Were the public transportation / parking adequate?
➢ Were the food and beverage adequate?
➢ Were the seating, sound, and vision adequate?
➢ Would you attend this event again?
➢ Why would you recommend / not recommend the event to others?
➢ How could the event be improved?
➢ Do you have the authority to purchase at this exhibition?
➢ Did you place any orders at this exhibition?
➢ Have you travelled from another state to visit the exhibition?
➢ What were the best features of the exhibition?
➢ Did you come to this exhibition last year?, etc.
Methods for Post
Event Evaluation
◉ Staff Debriefings
• Discussion with staff regarding various
aspects of the event
➢ What went well, and why?
➢ What went badly, and why?
➢ How could operations be improved?
➢ Were there any significant risk factors that we did
not anticipate?
➢ Was there a pattern to any of the incidents
reported?
➢ Are there any implications for staff recruitment and
training?
➢ What can we learn from this event?, etc.
Methods for Post
Event Evaluation
◉ Financial Records
• Along with planning & other documents are
required to be analyzed for evaluation purposes
➢ Audited financial statements
➢ Budgets
➢ Revenue, banking, and account details146
➢ Point-of-sale reconciliation
➢ Payroll records
➢ The risk management plan
➢ Incident reports
➢ Minutes of meetings insurance policies
➢ Contracts with other agencies and organization, such as rental companies
and cleaning companies
➢ Asset register
➢ Promotional materials
➢ Operational plans
➢ Policies and procedures training materials
➢ Database of attendees / participants if possible
➢ Record of results of competitions
➢ Event evaluation and statistics (including attendance)
➢ Event or sponsor report
Benefits of conducting
Evaluation
◉ Pave way to improve overall quality
of event in future
• Improve operations
• Learn from own experience
• In turn helps in improving figures every year
◉ Documents a body of information
for future events
◉ Learning from others’ experiences, if not
own
Common Methods of
Evaluation by Attendees
◉ Personal introspective
• Personal evaluation by each attendee
◉ Group introspective
• At a specific time and place
• Evaluation done jointly
⚫ Ecommerce
⚫ Aerospace
⚫ Electronics
⚫ Tools & accessories
⚫ Facility management
⚫ Fabrics & textiles
⚫ Automobiles
⚫ Construction
⚫ Real estate
⚫ Coffee, etc.
Popular companies participating in
Exhibitions
Module 3
Planning & Organizing a Conference/ Exhibition/
Event
✔ Basics of event planning
✔ Management of Conference at Site, Trade shows
and exhibitions
✔ Principal purpose
✔ Types of shows, benefits, major participants,
organization and membership
✔ Evaluation of attendees
✔ Convention/exhibition facilities; Benefits of
conventions facilities, Inter-related venues, Project
planning and development (Assignment 2 & Class
Activity)
✔ Contribution of conferences and conventions in
tourism industry
✔ Role of conferences and exhibitions in marketing of
brands
✔ Trends in organization of conferences
MODULE 3
EVENT MANAGEMENT
THM 5th SEMESTER
Trends in organization of
conferences
conferences
Dr Rajesh Ramasamy
Assistant Professor
BMS(Tourism & Hospitality Management)
Jain (Deemed-to-be-University)
Taking the fear out of organising
Successful events every time So
where do we start?
The event
Make a checklist
Include dates for completion of task.
Event timetable/checklist
Annual Conference 2021
Where?
What type of venue?
When?
CARDINAL RULE – Never book a venue
without an inspection visit!
Venue checklist
Printing
Preliminary Programme & £250.00
Reg Form £500.00
Conference Programme £60.00
Menu cards £45.00
Speakers name boards
Stationery
Name badges £80.00
Delegate Wallets £150.00
Entertainment
After dinner Band £500.00
Caricature Artist £100.00
Photographer £95.00
Flowers £150.00
Speakers’ expenses
Fees £1,200.00
Travel £450.00
Overnight accom £720.00
Audio visual hire £780.00
Conference Office expenses
(travel, accommodation &
catering) £550.00
Total General £5,630.00
Contingency 15% £844.50
TOTAL £25,874.50
Who to approach
Sponsorship packages
Level of publicity at event.
Invitation to speakers/official guests
Company/organisation
Address
Brief synopsis (please provide a brief synopsis of your talk for publication)
Signed Date
Conference Programme
Evaluation form
At the event or sent out separately.
EVALUATION FORM
Your feedback is essential to monitor the effectiveness of our events.
Name: Company:
Conference:
Workshop(s) attended:
Score
How would you rate the content and relevance of today’s
Conference? ...
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
Comments:
Score
How would you rate your Workshop Leader in the following key
areas?
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
...
Made you feel comfortable and at ease
...
Communicated well and provided clear and concise instructions
...
Encouraged questions and feedback
Quality ...
Have your personal objectives for attending this event been met? (Yes
=3 Mostly = 2 No = 1) If not, why not?
(logo)
PRESS RELEASE
Issued: (date)
The first paragraph should be a summary of the story – including Who, What,
When, Where.
Expand on the details in the next paragraph using Why and How. Remember:
the journalist will want to know what is unique or new about the story and why
it will appeal to their readers.
Follow up your story with quotes in italics, if required. This will bring the story
to life.
Finish off with details such as dates, times, prices and how to contact you.
## Ends ##
Notes to editors
Event Management –
ACE – Association of Conference
Executives
AEME – Association for Event
Management Education
Need more help / training
Risk Assessments –
Health & Safety Executive
Press & Media Relations –
The Press Association
What have we learnt today?
In short –
Never underestimate the task ahead
Plan, plan, plan
Maintain good effective working
relationships – you can’t do it alone!
What have we learnt today?
Exhibitions: 13.9%
Source: Center for Exhibition Industry Research “The Role of Exhibitions in the Marketing Mix”
Why Companies Exhibit
Generate qualified sales leads
Generate sales
Intensify awareness of company or products
Introduce a new product or service
Create a preference for products and company
Find new distributors for their goods
Provide dealer support
Test prototypes and judge reactions to new products
Find new applications for existing goods
Recruit sales representatives
Types of Shows
Regional vs. National vs. Global
Independent
Shows sponsored by a for-profit company, may or may
not have a professional development conference. For
example, American Contract Manufacturers’ Show
Types of Shows
Vertical vs. Horizontal:
One industry or profession versus many.
Vertical:
Central Texas Farm and Ranch Show
Horizontal:
Heart of Texas Business Expo
Leading Trade Shows in the U.S. by Industry C
Number of
Shows
Medical & Health Care 468
Home Furnishings & Interior Design 277
Computer & Computer Applications 275
Education 263
Sporting Goods & Recreation 253
Building & Construction 233
Agriculture & Farming 177
Apparel 153
Industrial 150
Boats 149
Top 10 Show Sites
Number
City of Shows
1. Atlanta 141
2. Chicago 140
3. Orlando (tie) 128
4. Toronto (tie) 128
5. New York City 124
6. Dallas 113
7. Las Vegas 109
8. Washington, D.C. 89
9. San Francisco 83
10. New Orleans 79
Who Goes To Shows?
Previous
First Time Show
Job Function Attendees, % Attendees, %
Top Management 15 25
Middle Management 11 9
Engineer, R & D 21 20
Production 4 2
Sales & Marketing 11 11
Purchasing 3 2
Data Processing 7 7
Professional 9 10
Consultant 1 3
Educator 1 1
All Others 12 8
Undefined 5 2
100
90 85
78
80
Percentag
70 5555
60 40 35
50 2929
22 15
40
30
20
Net Buying Final Specify Recommend No
10
Influence Say Supplier Role
0
1st Time Attendees Previous Attendees
0 20 40 60 80 100
Shipping Co.
Exhibit Builder
Audio-Visual Supplier
Advertising Agency
Where the Exhibit Dollars Go
Miscellaneous: 6%
Refurbishing: 10%
Transportation: 11%
Show Services: 22%
Construction: 15%
Other
Radio
Newspaper
TV
Word of
Mouth Exhibitor
Invitation Article or
Editorial Trade
Publication Ad
1. MARKETING OBJECTIVES
2. SHOW OBJECTIVES
3. SHOW SELECTION
4. THEME
5. BOOTH DESIGN
6. STAFFING
7. PRE-SHOW PROMOTION
8. POST-SHOW FOLLOW-UP
9. EVALUATION SYSTEM
Setting Show Goals
What is our marketing message?
How are we communicating that message
in other media?
Where are visitors to our booth in their
buying process?
What do they want to achieve at the show?
What actions do we want potential buyers
to take as a result of visiting our booth?
What image of our company and products do
we want buyers to have after visiting with
us?
Three Stage Process Model of
Trade Show Performance
Exhibition
Target Attendees
Stage 3: EFF3 =
Conversion
Efficiency Target Contacts
Converted to Leads
Success Factors
Attraction Efficiency: Proportion of target audience
that visits the booth.
1. Attendance/Lead Performance
2. Marketing Synergy
3. Participation Costs
4. Staffing Capability
5. Show Environment
FUNCTIONALITY ISSUES
• FIT WITH OBJECTIVES
• ATTENTION-GETTING ABILITY
• TRAFFIC FLOW
• PRIVATE PLACES
Calculating Optimal Booth Size
Minimum Booth Space = Attendance X Product Interest % X AIF X 50
Show Hours X Salesperson Rate
Add space required for products, storage & conference rooms to minimum space
calculated using the formula.
GRAPHICS ISSUES
Eye level usually blocked
Industrial show – feature company name
Consumer show – feature product name
MUST grab attention
Booth Staffing
Visitor Profile Staff Requirement
Create a New Direction Technical & Upper Management
HOT TO
BUY NOW -
SALESPERSON CALL
ANECDOTES
NUMBER OF LEADS
TRAFFIC
RETURN ON INVESTMENT
AUDIENCE MEMORABILITY
NUMBER OF PRESS PRESENT
POST-SHOW PRESS PLACEMENTS
Average Cost of Closing a Sale without Dev
Average Cost
of Sales Calls $ 292
Avg. # of calls
to close sale x 3.7
Cost of closing
as in field $ 1080
Avg. Cost of Closing a Sale with Leads Dev
42%
28%
20%
16%
1 minute
41%
1. Greet Quickly
2. Determine Interest
3. Pass Along to Appropriate Party or
Qualify as Prospect
4. Demonstrate Product if Appropriate
5. Close for appropriate follow-up