Event Management

Modules
• Module 1 : Introduction to Event Management
• Module 2: Event Planning and Team Management
• Module 3: Event Marketing & Advertising
• Module 4: Event Leadership and Communication
• Module 5: Event Production and Logistics
• Module 6 : Event Safety and Security
• Module 7 : Event Accounting
• Module 8: Future of Event Marketing
Introduction to Event Management
Module 1
 Meaning
• Anything that happens, especially something
important or unusual is called as event.
• An activity that is planned for a special
purpose and usually involves a lot of people,
for example, meeting, party, trade show or
conference is called as an event.
 Concept of Events
• Events and occasions are an integral part of
human life. We simply cannot bypass them as
they touch almost all aspects of our social
existence.
• Birthday celebrations, social gatherings,
engagements and weddings are events we
celebrate at the personal level. 
• During academic years there are school events
such as annual day functions, inter and intra
school contests, sports day celebrations, followed
by college and university level festivals.
 Concept of Events
• In the sphere of work, there are annual general meetings,
exhibitions, marketing campaigns, conferences, product
launches and brand development activities.
• Other events such as fashion shows, cultural programs,
talent hunt shows, promotional campaigns, religious
gatherings and so on also play an important role in our
life. 
• And what’s more, all of us have been a part of these
events from time to time. We either organise these
events or take part in the show. Either ways we want
these occasions to go on as per our expectations and in
doing so we often seek professional help.
 Concept of Events
• However, we do not pay much heed to the
people who assiduously put in their effort and
creative talent to make these events memorable
and successful. They are the event managers.
• Event management is a multifaceted activity.
Major constituents of this profile include
creativity, meticulous planning, relationship
management, advertising and marketing and
much more, all rolled into one seamlessly 
 Definition
• Event management is the application of project
management to the creation and development
of large-scale events such as festivals,
conferences, ceremonies, weddings, formal
parties, Musical concerts, or conventions.
• It involves studying the brand, identifying
its target audience, devising the event concept,
and coordinating the technical aspects before
actually launching the event.
 Meaning of Event Management
• Event management is mainly about organizing a
perfectly synchronized, well planned and focused event
for a target audience.
• It involves creative and meticulous planning, budgeting,
organizing and executing events such as product
launches, fashion shows, musical concerts, corporate
seminars, exhibitions, theme parties, among others
• Much investment is not required in this field and offers a
lot of scope for creative expression, hence has become
one of the most lucrative options.
 Scope & Career in Event Managemnet
• Event management is a career full of  opportunities
showcase creative. It is a form of marketing and
advertising which is glamorous and thrilling. It requires a
lot of hard work and effort however also offers enormous
scope.
• Events and occasions are an essential part of our lives.
Every now and then, there are events small or big like
birthday celebrations, family get to-gethers, re-unions,
engagements, weddings, commercial events like DJ Night,
musical concerts, award functions, marathons are a few of
them. We just can’t ignore them.
 Event Management Industry
• Career in Event management has turned up as
one of the most profitable opportunity. There
is a huge growth in the number of
companies/individuals organizing and hosting
events in India.
• However, the supply of qualified event
managers is insufficient compared to the
growing demand. This gives rise to immense
scope of employment and earning.
Growth of Event Management Industry

• Event management is a multi-million industry

with events being organized almost daily. The
size of Event management industry has grown
at an alarming rate in the past decade in the
Indian economy.
Growth of Event Management as an Industry

• As per a report by EY-EEMA (Event and

Entertainment Management Association), the
events industry in India is predicted to cross
10,000 crore mark by 2020-21. 
• Experts in the industry strongly believe that this
is just the beginning of a new era. According to
the surveys done by many leading Research
agencies, the organized Event Industry in India
is poised to grow by at least by 20% annually.
 Scope
• Many companies today are hosting and organizing
events regularly. These events could be from the
small time private events to the large-scale
international events.
• Many young people are entering in this field
because they realize the potential of the market
and the demand and supply situation.
• The most profitable aspect of this field is the need
for creativity. And that is how and where one
earns.
 Event Planning
• The process of planning and coordinating the event is
usually referred to as event planning and which can
include budgeting, scheduling, site selection, acquiring
necessary permits, coordinating transportation and
parking, arranging for speakers or entertainers,
arranging decor, event security, catering, coordinating
with third party vendors, and emergency plans.
• Each event is different in its nature so process of
planning & execution of each event differs on basis of
type of event.
Role of Event Manager in an event
• The event manager is the person who plans and
executes the event, taking responsibility for the
creative, technical, and logistical elements.
• This includes overall event design, brand building,
marketing and communication strategy, audio-
visual production, script writing, logistics, budgeting,
negotiation, and client service.
• The professionals who work hard and put in their
efforts to make these events successful and
memorable are called as Event Managers.
Types of Events
 Types and classification of Events
• An event can be described as a public assembly for the purpose of
celebration, education, marketing or reunion. Events can be classified on the
basis of their size, type and context (event education, 2013).
• Events can be broadly classified as
1. Private Events
2. Corporate Events
3. Fund Raising Events
4. Sports Events
5. Political Events
6. Cultural Events
7. Arts & Entertainment
Classification of Events
Event Team
 Event Team
• The work involved in event management team includes
all the management functions like planning, organising,
staffing, directing , controlling, co-ordination and co-
operation and conducting a major event in a successful
manner, so it calls for a recruitment of a large team. It
also depends on the size of the event.
• Members of the team may be involved on a full-time,
part-time, contractor, casual and voluntary basis.
• At the head of the team is called as Event Manager/ Event
Director/ Event Architect whose job it is to keep everyone
working together for a considerable period of time.
Functional Departments of Event Management Company
 Event Management Team
• Say for example to organize a mega sports event, a event
management company has to create a new structure
(exclusive team for that event) from their functional
departments because every event is considered as a special
project for them. It has to be meticulously planned and
efficiently executed to their client without any flaw.
• The organisation chart shown in the next page indicates the
magnitude and diversity of the team needed to run a major
sporting event such as a National or State level requires the
following structure.
• Smaller events will obviously require a much smaller team,
and individuals in the team may be able to take on more
than one role or responsibilities.
Sample structure of event management
team organizing sports event
 Organizational Structure and event team

• The sample organisation chart given in the

previous slide has "departments"
forProgramme,Venue,Equipment,
Promotions,Officials, Hospitality and Merchandi
sing.
• Furthermore, with small modifications, the
same organisation structure could be applicable
for organizing a different type of event such as a
conference, Seminars and Corporate meets etc.,
 Role of Co-ordinators
• An important aspect of the above model is
that each department has a coordinator. As
exceptionally important people in the event
management team, they should be identified
and recruited as early as possible.
• Coordinators should be a part of the organising
committee and collectively they will share in
decision making processes with the Event
Director.
 Event Management Team
• The selection of coordinators is usually on the
basis of knowledge or expertise.
• For every event, In consultation and close co-
operation with members of the Event Team,
the Event Director should develop and provide
a job description for each coordinator. So that
they will be able to perform their task without
any ambiguity in co-ordination with other
departments.
 Code of Ethics
For Event Management Companies
Source : Event Planners Association
• To provide the highest level of customer service to
client seeking assistance.
• To deliver the highest levels of quality and value on
products and services. (For Ex: Wedding Planners )
• To provide a support system for small business
enterprise through their areas of expertise.
• To educate the consumer on the value and
necessity of hiring an educated/certified/insured
event management professional.
 Code of Ethics for event planners
• Maintain Professionalism at all times. One
thing attendees will never forget from
any event, experience is the level of
professionalism the event staff provides.
• Provide 24/7CustomerService. 
• Event planners should also abide by
the code of compassion.
 Essential Qualities to become an event
manager
• Having interest to organize events (Passionate and
Enthusiastic)
• Interpersonal Skills
• Flexibility
• Energetic & Willing to work hard
• Creative and Innovative
• Keen Eye for Details
• Good Time Management Skills
• Leadership Skills
• Education and Qualification
 Essential skills to become an Event Manager

• Public Relations: to manage clients, their agents

and a vast gamut of professionals you would meet
in the line of your profession
• Creativity: from the germ of the concept to
manage an occasion to its final delivery
• Marketing skills: to sell your idea to your clients in
order to make their events memorable
• Analytical ability: you must have the knack to solve
all sorts of problems and even have the foresight to
anticipate unforeseen issues
Essential skills to become an Event Manager

• Organisational skills: to carefully plan for tasks

for self and for the entire team
• Networking skills: this industry thrives on the
shoulders of personal networking and you must
have the ability to utilise it and expand it in your
favour
• Management skills: ability to manage time,
stress, subordinates, clients, budgeting, risks,
situations and so on
 Care free on Car-Free Sundays:
Citizens take to city streets for fun and revelry
 Process of Event Management
1. Selection of an Event
2. Planning for the event
3. Deciding the Venue & Logistics
4. Material Management
5. Delegation of Work
6. Communication with Media (Event Marketing)
7. Office Management
8. Event Execution
Importance of Event Management
• Helps us to develop new theme and concepts for the
event / occasion
• Develops leadership qualities
• Enhances corporate image
• Enhances safety and security
• For smooth and successful execution of events
• Develop team spirit
• Encourages creativity and Inflow of creative ideas
• Helps in revenue generation
• Provides career opportunities
 Pre Event Decision Making
Before organizing any event we have make certain important decisions with regard to
• Event Objective (Family reunion , Product Launch)
• Event size
• Target Audience
• Create a master plan
• Selecting your team
• Budget & Cost
• Set Date, Decide Location , time & logistics
• Theme the event
• Plan for food & beverages
• Resource Available
• Roles & Responsibilities
• Setting time lines and deadlines ( Honoring time and delivering what have been
promised to the client)
• Team communication – (Team work, co-ordination of activities)
• Pre / post event Publicity – (Posters, Flyers, Social media., )
 Decision Makers in Event Management
• Event Sponsors
• Event Manager / Event Committee / Event chair
• Client
• Venue Manager
• Logistics Manager
• Catering Team
• Hospitality Staff
• Security Managers
• Media Managers
• Community supporters, Government Officials & Authorities
• Event Partners
• Government (to obtain NOC’s from government authorities)
 Establishing Policies and Procedures in
various functional areas
• Service Quality Policy – Flawless timely and quality service
• Cash Handling - Petty cash / Issuing cheques / Drafts
• Fund Raising Policy – (thro sponsors / event partners / through
organizing event)
• Food Policy (In house catering team / Outside caterers / Vendors)
• Vendor Management & Payment Policy – (Credit / Part payments /
Cash on delivery)
• Public Safety and Security Policy ( Zero accidents / Uncertain
incidents – Health Hygiene,Fire brigade, Ambulance, Medical
officer)
• Logistics
• Record keeping ( Contact sheet, Responsibility chart, Action Sheet,
Work Package, Check list etc)
 Numerous roles, Postions in event Management company
(Career opportunities)
• Public Relations – managing a vast gamut of people ranging from clients,
artists, stage performers, government officials, public and so on
• Promotion and Marketing – for promoting the image of the organisation
and also for marketing the event to the public at large
• Brand Development – a talent pool that is responsible for managing client
requirements pertaining to brand restructuring
• Designing – team of creative people who visualise and then prepare design
layouts for the stage, costumes, accessories and so on
• Administration – department that is responsible for back office and
general administrative tasks
• Production – team comprising of media professionals who manage the
production and editing of audio video related media
• Printing – department that takes care of printing all sorts of marketing
collaterals and promotional items
 UNIT – II Event Planning
• The process of planning and coordinating the event is
usually referred to as event planning. 
• Which includes budgeting, scheduling, site selection,
acquiring necessary permits, coordinating transportation
and parking, arranging for speakers or entertainers,
arranging decor, event security, catering, coordinating
with third party vendors, and emergency plans.
• Each event is unique and different in its nature ,so
process of planning & execution of each event differs on
basis of type of event.
 STEPS IN EVENT PLANNING
1. Define event objectives and goals
2. Form a Planning team
3. Brainstorm event idea
4. Schedule the event
5. Prepare a Budget
6. Develop an event work plan
7. Prepare a Marketing Strategy
8. Implement and Manage the process
9. Organize the event
10.Evaluate and celebrate the success
 An Event will have following
• The acronym of the word “Events” is interpreted in the following manner
:
E – Entertainment (Event includes entertainment involving fun, games and
information)
V- Venue (Place for conducting the event successfully)
E – Equipment (Technical and non-technical equipment used to run the
show successfully)
N –News ( News about the new product, movies, activities and offers
which are going to take place)
T- Team ( Event is a teamwork, group of individuals taking different
responsibility to make it successful)
S – Strategy (different strategy used like financial, marketing, technical and
human resource)
 Pre Event Planning – (Checklist & Tips)
• Local Government Requirements
Inform local government authorities of event and gain approval (if
required)
Check with your local Visitor Information Centre to see if there are any
other events scheduled for the same date and location (For example:
Marathon run for social cause, Road Show, Public Awareness
Programmes)

• Budget
Prepare an event budget and monitor your spending
• Location
Select a location or venue for your event
Transportation – will people travel long distances to your event?
Is there parking and easy access from mass transit?
When is your location available?
 Pre Event Planning
• Event Agenda
What is the goal of your event?
Develop event timeline
Book entertainment and MC if required
Collect written confirmation from entertainment or MC
Submit deposit for their services if needed

• Sponsorship
Create sponsorship proposal
Identify potential sponsors
Use sponsor testimonials and always acknowledge sponsors
 Pre Event Planning
• Marketing & Promotion
Develop Marketing / Communication Plan
Design promotional material, basic text, logo
Build a website and optimise it for search engines
Distribution of flyers/posters/email/brochures to community
Submit event information to local events calendars and websites
Submit a press release

• Participant Registration and Invitations

Build an online event registration form
Host your online registration form on your website
Determine what is included in the cost of registration (event t-shirt, pre-
event dinner, etc)
Deliver an email announcement to your past participants with link to your
online registration form
 Pre Event Planning

• Permits & Licences

Apply for any food permits required
If using music, apply for a noise permit
Request for approval to erect promotional
signage
Road closures – send applications early
 Pre Event Planning
• Contractors
Order equipment e.g. stage, lighting, PA system etc
Book portable toilets, fireworks, marquee, generators
Book and confirm all contractors in writing
Check insurance – public liability, staff, volunteers etc

• Risk Management
Book first aid officers
Conduct risk assessment involving all key stakeholders
Create risk management plan
Obtain relevant insurance and send copy to Council if required
Contingency Plans – wet weather, low attendance
 Pre Event Planning
• Security Plan
Book Security
Crowd control & Traffic Management
Cash security

• Essential Services
Notify Police, Ambulance Service and Fire Brigade
Waste Management
Develop Waste Management Plan
Promote reducing waste in marketing material
 Pre Event Planning
• Traffic Management
Design traffic plan including:
Signage, disabled parking, VIP parking, pedestrian access, car
parking area, entry and exit points, lighting, road closures,
promote alternative transport.

• Food Vendors
Book Food Vendors and confirm in writing
Request details of electrical requirements
Request copy of Health Department Registration Certificate
Application for temporary food premises permit
 Pre Event Planning
• Site Preparation and Plan
Design plan of venue / event site
Cleaning and Maintenance Plan
Clean up venue/mow lawn/clear area of debris

• Other
Organise volunteers and staff
Prepare Agenda, scripts & Assign Responsibility
Organise awards/trophies/certificates & decorations
 Event Planning
ON the Day & After the Event
• ON THE DAY
Gather staff for full briefing
Organise volunteer registration area & entertainers area
Circulate contact list with mobile numbers to all staff / volunteers
Review chain of command in case of emergency

• AFTER THE EVENT

Removal of all equipment and rubbish
Thank you letters to staff, volunteers, performers
Thank you presentation to sponsors
Evaluation / debrief with key stakeholders
Close off budget
Hold a de-brief session to look at ways of improving the event
 Identifying, organizing tasks and assigning
responsibilities in events
• Main tasks for the event must be identified, and individuals in the
event committee appointed against each task.  You may also like to
assign milestones to particular tasks that will help the event
coordinator monitor the progress of the event and catch possible
trouble spots.
• Assign particular event committee members to one or more tasks,
dependent on their availability to assist and their particular skills and
expertise. 
• The tasks and actions listed in the next slide are not necessarily
definitive and there may be cross over or interdependencies that you
will need to consider.  Some tasks may require a team of people to
ensure their completion so there may be a need for subcommittees
to be formed around a particular task.
 Identifying, organizing tasks and assigning
responsibilities in events
• Take into consideration all the resource
requirements to complete each task and ensure you
have allocated enough time, money and people (be
they paid staff or volunteers) to complete each task.
• Listed below are possible tasks for your event and
possible associated responsibilities or considerations
for each task.  You may not need to provide all of the
items listed in the table but they still need to be
considered in the context of your event.
 Programme
• How long should the event run for?
• Do you need to produce a programme for your event?
• Do you need an MC – if so, who would be appropriate?
• Is entertainment required / appropriate, what sort of entertainment
is appropriate, can you afford to provide entertainment?
• Should you leave time for networking?
• Gifts or acknowledgement for presenters or entertainment
• Bump in and bump out – who’s going to set up your event and who’s
going to do the clean up?
• Will you sell tickets, who’s doing ticket sales, how much?
• Equipment requirements for entertainers
• Parking for Participants, VIP’s ,Sponsors and entertainers
• Do you need to provide transport?
 Facilities and equipment

• Where will you hold your event, how big / small will the venue /
location need to be?
• Will it be indoors, outdoors or both?
• If an outdoor activity, will you need to ensure there is adequate
shade from the sun or from possible rain?
• If outdoors, do you need power?
• Site decorations?
• Traffic management and reserved parking?
• Site layout, what will the floor plan look like?
• Waste management, are there adequate toilets for the number
of people attending, clean up of the site, are there enough bins?
 Facilities and Equipments
• What equipment do you need for the event e.g. microphones and amplifier
tent, podium, audio visual etc?
• Seating requirements, particularly for elderly and disabled?
• Parking & public transport, how will people get there?
• Will you require overnight security if it is an event that runs for more than
one day to look after equipment?
• Will you require security on the day of the event?  Do you require any
Council Permits for your event?
• Will you require Fire Brigade and Ambulance to be there?
• Does the facility have Disability Access?
• Do you require a permit, do you need to let the police or the Council know
you are conducting an event, do you require street closure etc?
• Will you need to provide childcare, is there space for that?
• Will you need baby change rooms / parent’s rooms?
 Promotion / Marketing
• Do you need to advertise your event more broadly than your organisation? 
If so how will you do it?
• Do you want the media at your event?
• Do you require media prior to the event, on the day, post the event or all of
the above?
• How ‘fancy’ do the invitations / programmes etc need to be?  Should you
use a graphic designer,?  Do you have the resources to get professional
graphic artist?
• Do you want to consider selling merchandise e.g. t-shirts, badges etc?
• Invitations, who gets invited, who do you want to attend, VIP’s special
guests?
• Don’t forget to include an RSVP on invitation
• Aim to have invitation out at least 2 weeks prior to event
• Do you require a plaque / certificate to acknowledge an opening or launch?
• Do you require a photographer / someone to video tape?
 Catering service
• Do you provide catering for this event?
• Do you provided a full meal or finger food?
• Will you have to hire crockery and cutlery if
you’re providing catering?
• Is it appropriate to have alcohol?
• Vegetarian’s special dietary requirements
• Will you require catering staff to serve?
• Will you require a kitchen?
 Finance / budget
• Assign a person to take responsibility for the
budget
• Details on budget elsewhere in this guide
• Ensure all committee members that are
responsible for tasks are aware of their budgets
• Ticket sales, how much?
• Sponsorship – can you get some form of
sponsorship?
• Ensure people keep receipts
Insurance / Risk Management / Contingency
Plans
• Do you have / require public liability insurance?
• Does your public liability cover you for this
event?
• Do you need to do a risk assessment for this
event (information on risk assessment later in
this guide?)
• Do you have contingency plans if things go
wrong?
 Volunteer Management
• Will you require extra volunteers above and
beyond the event committee both in
preparation for the event and on the day?
• If so, how will you recruit volunteers?
• Ensure your insurance policy cover volunteers
• How will you recognise and thank them?
 Assigning responsibility and preparing task
list
• It may be useful to prepare a task list for each task or job
that outlines project timelines and the people
responsible for tasks.  At this early stage it is very
important to be clear about what your expectations are
of each committee member to ensure that both tasks
and actions are completed in both a timely and effective
manner.
• The task list can be developed by the event coordinator
in conjunction with the appropriate event committee
member or the whole committee.  An example below:
 Assigning responsibility and preparing task list

Action Responsibility When Resources required

Finalise event John & committee Finalise 6 weeks prior

programme to 

Obtain quote from John & Printers 5 weeks prior to Time required 3 hours
designer and printers event

Get sign off on quotes John & committee 4 weeks prior to 250 invitations (50
and design event spare) budget of $500

Printing of invitation John & printers Final copy to printers 1 hour

3 weeks prior to
event

Distribution of John Mailed out 2 weeks 2 volunteers x 2 hours

invitations prior to event for mail out
Postage & envelopes
200 x 60 cents = $120
Event Staging
 Event Staging
• Event staging is often an overlooked element
in the creation of a successful conference.
• Event staging often incorporates complex
elements such as rigging and lighting trusses,
video screens, flown sound systems and even
soft goods like scrims, drapes and set
materials.
Four things to be considered when planning
your event staging
1. Video Requirements
2. Power & Generator Requirements
3. Size of the Stage
4. Type of the stage
 Video Requirements
• LED video walls are becoming more and more popular,
especially with larger festivals. Video can be a costly
portion of the production so it’s an important element to
consider. LED video walls are built with multiple square
panels allowing flexible sizing and configurations.
• There are 3 common uses for an LED video wall: artist
content, sponsor or event info and live video feeds of the
performers. There are also a wide range of different LED
video panels on the market which are rated in a mm pixel
size rating. The smaller the pixel size the better resolution
you will get, for example a 4mm pixel will have a much
better resolution than a 16mm led panel.
 Power / Generator Requirements
• Every festival and event will have power requirements. If
there is not access to a direct tie in for a power distro (a
computer software distribution package) you most likely
will be looking at a generator.
• Knowing what power requirements your stage, production
and vendors require is essential prior to ordering power for
your event.
• Aside from the stage, sound, lighting and video there may
be other vendors that require power. You should consider
this as you might be able to save on your budget by  having
one supplier vs multiple suppliers.
 Size of Stage
• Take a look at the event space you are working with to
see if there are any limitations to the width, depth or
height. Then look at what your entertainer requirements
are. Once you have determined the sizing of the stage
that best suits your event you need to factor in any
production elements you might be adding to the stage.
• If you are in a festival setting with bands and specialty
performers such as dancers you will want to make sure
that there is enough open deck space to accomodate
the specialty performers with any backline and other
equipment that will be setup on the stage.
 Type of stage
• There are several types of staging on the market. You will need to
look at the event space you are working with as well as the
entertainment requirements to decide on what type of stage is
most suitable for your event.
• For outdoor festivals there are three common types of stages.
Stage Line is a portable solution that is easy and fast to setup as
well extremely safe and secure in poor weather. Stages are also
commonly built with truss and scaffold over standard smart stage
style decks.
• These types of stages are time consuming to build but have more
customization on sizing and design elements. When budget is a
concern standard stage decks with a portable tent structure over
the stage is common. The stage and cover is the most important
aspect of hosting a concert or festival and you should ensure that a
safe, sturdy and professional stage is in place for your event.
 Assigning responsibility and preparing task
list
When creating task lists keep the following points in mind:
• Set realistic dates, times and deadlines
• Don’t forget to assign the number of people required to
complete the action
• Be aware of interdependency of tasks
• Take into account possible delays
• Consult with committee members and other interested
parties for input
• If there are delays or problems with your tasks, do let the
appropriate people know, they may be able to help
 Dress code for Event Planners
• Dressing for success as an event planner can
be challenging. Long, active work days need
you to keep moving quickly, and always be
prepared for the unexpected!
• You need to have your essential go-to outfits
that are made for comfort and convenience.
Here are some tips to consider when selecting
outfits to style yourself.
 Dress Code in Event Industry
• You never know what type of circumstances
may come up at your events where you may
need to blend in with the crowd, or have a
place on you to hold cell phones, keys, pens,
etc.
• People rely on event planners to come
prepared and ready to go at events, and to set
an example for those working on the event
team.
 Dressing for Success in Event Management
(Do’s & Dont’s)
• Do Wear Outfits with Pockets
If there is one thing event planners always wish they
had more of it would be pockets! They come in handy
for providing essential storage for small items such as
keys, cell phone, chargers, pens, safety pins - the list
goes on and on!
All types of event planners from wedding planners to
corporate event planners love pockets! Your most
important tools as an event planner sometimes need
to be kept on your person at all times.
 Dressing for Success in Event Management
(Do’s & Dont’s)
• For example, some handy tools needed as a
wedding planner could be wire clippers, safety
pins, double-sided tape, headsets and mints!
The best wedding planners always have their
tools on them at all times, so making sure you
look for dresses or trousers with deep pockets
is a must!
 Do Wear Layers

• It’s a fact that all event venues vary by

temperature all day long. It’s important to
think through where you will be working on an
event.
• During the tour of the space be sure to ask
what the temperature is usually set at, and if it
tends to get colder or warmer during the day
and evening.
 Do Wear Layers
• Look for comfortable tops that can layer with nice
looking tunics underneath. You may even want to
wear a cardigan or blazer for a casual, but
professional look and then are able to remove it if it
gets stuffy and warm as you are running around
keeping the event running smoothly!
• Also keep in mind venues that require you to go
inside and outside throughout the day. In this case,
you may want to wear a nice blouse paired with a
darker jacket incase there are any weather issues.
 Do Wear dark Colors
• Not all event planners wear black when running an event,
but it is usually nice to prepare outfits that are darker in
color. Darker colors tend to come across as more
professional, and help planners to blend in where needed.
• For example, if there is an issues with a mic for a speaker,
it can feel easy to sneak onto the stage or next to it to see
what the issue is and fix it. Can you imagine doing
something like this in front of thousands of attendees
wearing a bright floral print? It’s a great feeling to know
you blend into the background for these daunting tasks!
 Do Wear dark Colors
• Another thing to note about darker colors is that
they are an easy go-to for anyone on the events
team to wear. When everyone on the team are
wearing darker colors it helps to create a
uniformed look, and for event attendees to be
able to spot the team easier at the show!
• You want to be easily identified as the staff at
every event, so planning a darker color pattern
as the uniform to wear is a great idea.
 Don’t Wear Uncomfortable Shoes

• There has never been an event planner who

swears by wearing heels or dress shoes all day
at an event. Think about event planning as a
fast-paced workout from very early hours in a
day to very late hours, and sometimes this can
be the routine for up to a week for some
events! You want to ensure you select flat,
comfortable shoes for every event you plan.
 Don’t wear Uncomfortable shoes
• A lot of what comes with being an event planner requires
climbing in and out of vendor vehicles to grab supplies,
stepping up on ladders to hang decor, and carrying heavy
boxes from one side of a venue to the other.
• So, it’s important for the planner and their team to wear
comfortable shoes in these situations. This goes for both
men and women - at the end of a long day it’s nice to
have tired, but not painful feet. Look for flats that are not
only comfortable, but also nice looking with closed-toe
options.
 Don’t Wear Impractical Bags

• This one sounds weird, but imagine having to pack

event tools you use all day, food and water into a
bag to bring with you onsite. The best bag most
event planners travel with is a backpack.
• A lot of larger tote bags or purses with one strap
can really be painful on your shoulders at the end
of a long week of hauling your bag from room to
room and meeting to meeting! An easy backpack
with two straps will feel much better on your body.
 Don’t wear impractical bags
• Look for nice backpacks you can use onsite
and every day in the office. If you’re wanting
to not have to carry a backpack to evening
events and dinners, pack a small lightweight
cross body purse you can pop into the
backpack. Cross body bags are perfect for
items you need with you at all times!
 Staffing in Event Management
• Staffing for an event is as diverse as the event
itself. Adequate staffing depends on the number
of guests anticipated to attend the event, and
are employed to handle the multiple tasks that
under-gird a successful event.
• Staffing encompasses individuals such as
servers, coat checkers, drivers, special needs
assistants, valet parking attendants, customer
information agents, and ticket-takers.
 Staffing in Event Management
• Staffing may also attend to the details of
directing the influx of guests, the positioning
of booths and vendors, attending nurseries,
assisting guest speakers, delivering supplies
during the event, and containing litter.
• Additional staff may be needed to set up
tables, arrange chairs for seating, and on
occasion, assist the decorating committee.
 Staffing in Event Management
• Staff may also be required to oversee the direction of other
staffers, or to handle the cash generated through ticket sales.
Typically, many of these positions can be accomplished by
event volunteers, filled by existing company employees, or
may be included as services provided by the caterer,
equipment rental service or event venue.
• The roles of staff are reliant upon the event itself, and the
variety of services needed to provide a pleasant experience
for event guests. While event sponsors may envision a
successful event, Defining all facets of the event, from the
arrival of guests to the after-party cleanup, will help to
assuage those problems caused by the lack of adequate
personnel.
 Staffing in Event Management
• Many services contracted for the event, such as caterers,
chair and table rentals, florists, ticketing agents, and the
event venue or location itself commonly provides
personnel to handle their respective services. These may
be included within the scope of contracted services, or be
offered at an additional cost.
• Savings can be realized with the designation of volunteers
from company ranks, membership rosters, or interested
individuals willing to perform these functions, provided
direction is available to coordinate individuals to carry out
assigned tasks. Often, it is to the benefit of event
organizers to contract professionals offering such services.
 UNIT –III
EVENT MARKETING
MEANING

• The increasing competitive pressures brought on by

globalization are forcing business professionals to find new
ways to engage customers. There are many definitions of
event marketing.
• It is defined as the marketing discipline focused on face-to-
face interaction via live events, trade shows and corporate
meetings among other event types.
• Others define it as designing or developing a ‘live’ themed
activity, occasion, display, or exhibit (such as a sporting
event, music festival, fair, or concert) to promote a product,
cause or organization.
 EVENT MARKETING
MEANING
• 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.
 FEATURES OF EVENT MARKETING
1. Wide range of Events
2. Goal Oriented
3. Effective Promotion and communication
4. Proper Evaluation
5. Feed back from clients
6. Location
 Features of Event Marketing
: Wide range of Events

• Event marketing encompasses a wide range of

event types:
a. Mega events and local events,
b. Exhibitions,
c. Trade shows,
d. Publicity stunts,
e. Themed and created events,
f. Corporate entertainment,
g. Award ceremonies.
 Wide range of events
• In fact, there are very few events that cannot be
used for a marketing purpose, as all
communicate something to the target audience.
• Events can be used to perform a number of
marketing functions; for example,
communications, relationship and loyalty
building, database compilation (lead generation
programs), targeting, brand enhancement(Brand
Building activities), and personal selling.
 Goal Oriented
• If the event and advertising objectives are not
achieved through the event, then no matter
how much people enjoyed the event or how
much popularity the event got, it is a complete
failure on a commercial level.
 Effective Communication and promotion

• It is important to get the message across to

the target audience, and therefore enough
research about the profile of the attendees is
important to be able to communicate
effectively about the product.
 Proper Evaluation
• Event evaluation is necessary to make the
team more efficient and effective, the next
time it organizes an event.
• It helps in finding mistakes and learning from
them. Event evaluation should be done
immediately after the event is over or the next
day. A meeting should be conducted with the
team members to evaluate the event.
 Feedback from clients
• One good way of getting feedback is through a
feedback form. To get feed­back from the target
audience/guests, make the feedback form a
part of the gift voucher.
• A guest can redeem the gift voucher only when
he/she fills the feedback form and give it back
to an attendant. These tactics are required to
get feedback, as people are generally reluctant
to give any feedback in writing.
 Location
• The location chosen for the event is perhaps
the most important aspect. The most ideal
locations in any exhibition areas are found at
the entryway to the event and near the
pathway to the food stations and restrooms.
 Importance of Event Marketing
1. It helps in brand building, that is, creating awareness
about the launch of new products/brands.
2. To highlight the added features of the product/services.
3. It helps in rejuvenating brands during different stages of
product life cycle.
4. Helping in communicating the repositioning of
brands/products.
5. Associating the brand personality of clients with the
personality of target market.
6. Creating and maintaining brand identity.
 Event Sponsorships
• An event sponsorship can be defined as a critical
source of funding for all kinds of events where
companies, nonprofits, and small businesses give a
certain amount of cash or incentives, in exchange
for both visibility and brand awareness at an event.
• As event organizers, many of us have heard of event
sponsorships, but until today it remains a mystery
to most. Let’s start off by getting on the same page
through defining what an event sponsorship really
is.
 Event Sponsorships
• A lot of event organizers acquired sponsors to
supply the necessary funding to offer more
exciting programs and cover rising costs. It
was, and still is, an effective and powerful
marketing tool to increase and reinforce brand
awareness among targeted niche markets.
 Types of Sponsors
1. Media Sponsors
2. Cash / Financial Sponsors
3. In Kind Sponsors
4. Promotional Sponsors
 Media Sponsors
• For large-scale and high-profile events that require plenty
of publicity, media sponsors will certainly be advantageous.
They are, by definition, companies that are able to provide
financial aid in securing media coverage for your event.
• For example, a media sponsor might pay for an
advertisement in a local paper or cover the cost of filming a
TV commercial. In some cases, they may also publicize your
event through their social media channels, write an article
in a publication, or even publish a blog post about your
event and organization on their blog/website. This is all
done in an exchange for sponsorship benefits.
 Media Sponsors
These include:
• Displaying a banner or booth at your event
•  Brand recognition in print materials and on websites
•  Priority access such as VIP and exclusive interviews
• Similar to media sponsors, promotional partners are
people who are public figures, bloggers or local
celebrities who have a lot of followers to
help promote your event to their own customer or
fan bases.
 Cash / Financial Sponsors
• As the name suggests, cash or financial
sponsors, are sponsors who literally give
money to an event organizer in exchange for
the benefits outlined in a sponsorship
agreement.
• This may include logo placement on signage or
promotional materials, pre-event content
creation, promotions and keynote speeches.
 In-Kind Sponsors
• Unlike cash or financial sponsors, in-kind
sponsors donate products or services instead
of offering cash. For example, a hotel may
offer free use of its facilities as a form of
sponsorship. In this regard, the hotel is not
making a cash contribution, but rather serving
as a location sponsor.
 Promotional Partners
• Similar to media sponsors, promotional
partners are people who are public figures,
bloggers or local celebrities who have a lot of
followers to help promote your event to their
own customer or fan bases.
 UNIT – IV
EVENT LEADERSHIP AND COMMUNICATION
EVENT TEAM : To Make any event a grand success you
need to have right people (team) with you,
committed people with who are willing to invest
their knowledge, skill, expertise and time into your
event organization.
 Need For Team & Team work in Events.

• Problem solving. Events don’t always run smoothly, even

with a master plan in your pocket. Having experienced
people managing the event helps you solve problems
quickly and efficiently, as well as collect some working
ideas that help you prevent similar problems in future.
• No stress. The top-performing event
planners occasionally experience stress when preparing
for events. By having the opportunity to delegate some
tasks to the other team members, you can reduce much
of the pressure and maintain a positive atmosphere.
 Need For Team & Team work in Events.
• Learn. Teamwork promotes knowledge sharing and
learning from each other’s mistakes. Of course, one
person cannot be an expert in all areas that relate to event
organization. This is why you need the collaboration of
several departments to ensure professional preparation
for the entire occasion.
• Make events unique. Just as you recognize the writing
style of your favorite author, you are be able to recognize
the work of an event planner when he/she works alone.
Collective thinking and idea sharing as a team helps you
make events unique.
Teams, roles & responsibilities of Event team

• Let’s say you’re the event manager, the originator of

the event organization. Your commitment is to make
sure that all the processes of event management
and planning are powered by professional team
members.
• To help with building a dream team, think in terms
of special event committees that will be responsible
for sets of tasks and then determine the event team
roles. Check out these suggested committees you
can create to manage an event:
 How to organize event management team
step by step
• Create a common vision
• Determine your goals and objectives
• Plan & Analyze your tasks
• Assign roles and responsibilities
• Hire right people and motivate them
• Execute it without any flaw
• Evaluate- Performance review & Feed back
 Team & Roles
• Event Manager / Event Architect
• Team lead
• Program administrator
• Creative committee
• Operations Liaisons
• Public Relations & Media
• Treasury committee
 Leadership skills
• Successful event management is the skill of applying
project management knowledge in the organization of
simple, medium or complex events.
• The events may range from birthdays, weddings,
festivals, games to conferences. For any event, the
organizing team is led by a manager or a group of
managers.
• They are responsible of planning, organizing,
controlling, giving tasks to their staff and periodically
evaluating the progress. The skill of each manager is
weighed on the productivity and quality of the event
they offer to their client.
 "A good leader leads the people from above them. A
great leader leads the people from within them."--M. D.
Arnold
• A good event manager should always be able to give room for
the staff to come up with their visions and allow them
develop the visions as a team.
• If he receives objection on a certain issue, he should calmly
listen to the views of the staff and employ them for the
improvement of the organization.
• For example, when organizing a festival, the manager should
give work to individuals based on their areas of expertise. 
• Since the event manager takes the overall responsibility of the
event, and he/ she is responsible for its success or failure.
• A good event manager is one who takes the blame and
passes the credit to his team members.
 Key leadership skills of an event manager in
organizing events
• Great Interpersonal Skills. (people’s person)
• Flexibility…
• Energetic…
• Creative and Innovative. ...
• Keen Eye for Details. ...
• Good Time Management Skills. ...
• Passionate and Enthusiastic. ...
Need for Market Research in Organizing event
management activities
• Before organizing an event, find out whether
there is a market (i.e. audience) for your
intended event or not.
• For e.g. you want to organize a fashion show
in Oman. If people there have little or no
interest in fashion shows, then it is not a good
idea to organize such event there. The event
will fail for sure.
 In market Research – Do Market Analysis
• If there is a market for your intended event,
then do market analysis. Market Analysis means
finding information about your target audience.
• Find out who are your target audience i.e. there
age group, sex, qualification, profession,
knowledge level, income, status, likings,
disliking, interest, preference, taste,
expectations, personality, customs, traditions,
religion, lifestyle etc.
 In market Research – Do Market Analysis

• Knowing your target audience's customs, traditions and

religion is very important so that we don’t hurt their
customs and religion unknowingly through our event.
• For e.g. if you organize a Hindu wedding and serve beef
there, then u will be in mortal danger as cow is
considered as a sacred animal in Hindu religion. Similarly
serving pork in a Muslim function can bring havoc. Find
out where majority of your target audience live so that
you can direct your marketing efforts towards them.
 Do Market Analysis
• There is no point in advertising across India if your target
audience belongs only to Bengaluru. In this way you can
cut down your advertising and marketing cost
tremendously.
• Find out what are the desires and expectations of target
audience from your intended event. Find out when (i.e.
date and time) and where (i.e. venue) they want the
intended event to take place .
• For this you will have to do market survey. All this
information will help you in developing a better event
plan.
 Market Research
-Do Competitor Analysis
• It means finding information about your
competitors. Find out who are your
competitors .i.e. their age, sex, qualifications,
knowledge level, experience in organizing
events, turnover, market value, PR (media and
corporate contacts) and market share.
• Find out as much information as possible
about events organized by your competitors.
 Market Research
-Do Competitor Analysis
Find out how they promote and execute their
events. What they do in there events? Why
people come to there events? For this you will
have to attend each and every event organized by
your competitors and then create an event
report. The event report will contain things like
• Seating and light arrangements
• Promotional materials used
• Blueprint of the whole venue
 Market Research
-Do Competitor Analysis
• Program and food menu
• Contact details of sponsors, partners, clients
(for whom the event is organized)
• Service providers like DJs, Anchors, Make up
artist, Performers, photographers,
videographers, decorator, florist etc.