Event Management Insights: L'Oreal Femina Elite '98

Event Management - The Concept

• Event management is the process of organizing an activity, whether social or professional, for a specific target audience.
• Silvers defines an event as a carefully crafted experience designed to impact attendees.
• Basrur defines an event as an occasion where a gathering of a target audience comes together to celebrate or experience something, with a clear objective.
• Singh views events as an organized business process.
• Kotler sees events as occurrences designed to communicate specific messages to target audiences.
• Gaur and Saggere define an event as a live multimedia package that is pre-conceived, customized, and modified to achieve client objectives, influencing the target audience through sensory experience and two-way interaction.

Key Elements of Events

• Events have six key elements: infrastructure, target audience, clients, organizers, venue, and media.
• The event hexagon illustrates the interaction amongst these elements.

Key Elements of Events (Detailed)

• Event infrastructure: encompasses the core concept, people, talent, and structure.
• Target audience: are the individuals who experience the event.
• Client: is the sponsor or financier of the event from organizers' perspective.
• Event organizers: design and execute all related event activities.
• Media: is the communication channel used to convey event details to the target audience.
• Venue: is the location of the event.

Event Infrastructure (Detailed)

• Core concept: is the type or category of the event, its underlying ethos, and how it came to exist.
• Core people: are performers or hosts who engage the audience and act on stage or off stage.
• Core talent: refers to the expertise and skills of those involved.
• Core structure: is the framework for efficient event management.

Case Study - L'Oreal Femina Elite Model Look '98

• Event infrastructure: Involved a contest for modeling talent, interspersed with entertainment.
• Core people: included models, performers, and classical musicians.
• Core talent: focused on physical looks and proportions of models.
• Core structure: was an annual beauty pageant.
• Event organizers: included Femina, Fountain ahead (event support), Banyan Tree (classical music arrangements), Hemant Trivedi & Noyonika Chatterjee (choreography & direction), and Omung Kumar Bhandula (Opus construction for sets).
• Venue: The Retreat, Marve, with Taj Mahal Hotel being the official host.
• Media: Included pre-event advertising in magazines and newspapers, TV and FM radio announcements, live coverage on DD2, post-event telecasts on Star Plus, interviews on various shows sponsored by L'Oreal, and print media reports.
• Clients: L'Oreal was the main sponsor, along with Onida, Siemens, Baush & Lomb, Global tele-systems, Akbarallys, Department stores, Trussadi, Catwalk Shoes, Estelle, Orchids, Lakme, Sony Music systems, Communication Convince (Global Tele-systems), and Coca-Cola as beverage sponsors.
• Target audience: Included youth and families with a younger mindset or 'young at heart'.

Event Product

• Event products are the market offerings of an event, encompassing production and consumption processes.
• Core event product: is the basic need or want met by the event.
• Actual event product: encompasses the entire event format and content.
• Augmented event product: signifies additional offerings to enhance the event experience.
• Potential event product: represents future possibilities for event enhancement or redefinition.

Designing the Event Experience

• Event coordinators use a sequential process to create consistent experiences.
  • Research to define expectations and create a customer profile.
  • Conceptualization, including scope assessment.
  • Identification of event elements for a desired experience.
  • Strategy design for seamless integration.
  • Selection of vendors and products.
  • Experience monitoring.

Understanding Attendee Needs and Expectations

• Gather basic information (who, what, where, when, and why).
• Clearly understand the event purpose, goals, and objectives.
• Conceptualize the event by integrating logistics and operational aspects into a comprehensive plan.
• Identify and use event elements that enhance attendees' experience.
• Visualize the event's entire experience from the attendees' point of view.