Event Management - The Concept PDF

EVENT MANAGEMENT — THE CONCEPT Unit – I Dr. Shweta Bajaj  Silvers defines event as an experience, carefully crafted to deliver an impact on the person in attendance. Basrur defines event as an occasion where a Definiti...

EVENT MANAGEMENT — THE CONCEPT Unit – I Dr. Shweta Bajaj  Silvers defines event as an experience, carefully crafted to deliver an impact on the person in attendance. Basrur defines event as an occasion where a Definition gathering of a target audience meets to celebrate or experience an occurrence, designed and organized to of Events: communicate and interact with a purpose to achieve an objective. According to Singh, events are an organised business. Event management is a process of organizing an activity, social or professional, for a particular target audience. Dr. Shweta Bajaj  Kotler defines events as occurrences designed to communicate particular messages to target audiences. Gaur and Saggere is as follows: An event is a Definition live-multimedia package carried out with a of Events: preconceived concept, customized or modified to achieve the client’s objectives of reaching out and suitably influencing the sharply defined, especially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction. Dr. Shweta Bajaj Key Elements of Events: Gaur and Saggere have explained that events have six key elements, namely event infrastructure, target audience, clients, event organizers, venue and the media. The event hexagon shown in Figure depicts the interaction between the six elements. Dr. Shweta Bajaj  Event infrastructure: is a broad term that encompasses the core concept, people, talent and structure. Target audience: is the people who have the ultimate experience of the event and for whom the Key event organizer consciously designs the event. Elements of Client: from the event organizers’ viewpoint is the sponsor or financier of an event venture. Events: Event organizers: design and execute all activities concerning an event. The media: is the vehicle used to communicate details of the event to the target audience Venue: is the place where the event takes place. Dr. Shweta Bajaj Event Infrastructure Core concept: of the event is related to the type / category it falls under. ‘Core concept’ is concerned with the fundamental underlying ethos / meaning of the event and how it came into existence. Core Core Structure Concept Core people: are people who capture the attention of Event the audience through their performance or acting on Infrastructu center stage, playing the role of host on or off stage. re Core Core Core talent: is the expertise and skills of core Talent People people and this is important for every event type. Core structure : is established for the purpose of efficient management of an event. Dr. Shweta Bajaj Case Study – Example Event: L’Oreal femina elite model look ‘98 Event Infrastructure: Core concept: Search for a new top class modeling talent through a contest and pageant interspersed with entertainment. Core people: Participants i.e. models taking part in the competition and other performers during entertainment slots such as well-known classical musicians Core Talent: Physical Looks and Proportion Core Structure: Annual event of Beauty pageant Dr. Shweta Bajaj Case Study – Example Event: L’Oreal femina elite model look ‘98 Event organizers: Femina with Fountain ahead: Event support Banyan Tree: arrangements for classical music performance Hemant Trivedi with assistance from Noyonika Chatterjee: Choreography and direction Omung Kumar Bhandula for Opus construction: Sets Dr. Shweta Bajaj Case Study – Example Venue : Event: L’Oreal femina elite Shoot location: The Retreat, Marve model look ‘98 Official Host: Taj Mahal Hotel Dr. Shweta Bajaj Case Study – Example Event: L’Oreal femina elite model look ‘98 Media ▪ Pre-event: magazines and newspapers to inform about event and call for entries with entry forms in them. ▪ Electronic Media: TV and FM radio to inform target audience about event coverage, date and time. ▪ During event: live coverage on DD2 for widest coverage ▪ Post-event: Re-telecast on Star Plus. ▪ Interviews and appearances of winner on shows sponsored by L’Oreal on the electronic media. ▪ Reports on the events in the print media. Dr. Shweta Bajaj  Clients Main Sponsor: L’Oreal Case Study – Gift Sponsors: Onida, Siemens, Baush and Example Lomb, Global Tele systems, Akbarallys, Event: L’Oreal Department store, Trussadi, Catwalk Shoes, femina elite Estelle, The Orchids, Lakme, Sony Music model look ‘98 Communication Convince: Gloal Tele systems. Beverages: Coca-Cola Dr. Shweta Bajaj Case Study – Target Audience Example Event: L’Oreal femina elite model look ‘98 Youth or family though with a younger mindset or young at heart Dr. Shweta Bajaj  Event ‘Product’ Often in event management literature, you will come across the term ‘event product. It is used to denote the market offering of an event. It includes the concepts of production and consumption within the event. Event product can be understood as Core event product – which means the actual need or want of the consumer that the event is fulfilling, Actual event product – which denotes the event format and content in totality, and is also called tangible product, Augmented event product - this means all the extras that are offered to the event consumers for delivering the event experience, and Potential event product – means opportunities for further developing the event in future, either by redefining the event concept or further supplementing the current concept with additional features. Dr. Shweta Bajaj  Designing the Event Experience According to Silvers, the professional event coordinator uses a sequential process to consistently produce events of any type. This process helps to deliver the intended event experience through the following steps: ✓ Conduct the necessary research to determine expectations and create a customer profile / target audience who attend the event. ✓ Conceptualize the event, assessing the scope of the event required to meet expectations. ✓ Determine which event elements and components will provide the features of the desired experience. ✓ Visualize how all these event components will and must fit together and design the strategy for implementation. ✓ Select the best products and providers available and affordable. ✓ Finally monitor the delivery of the experience. Dr. Shweta Bajaj Understanding to meet the needs and expectations of Attendees: The following course of action has to be adopted: a) Understanding Expectations. To produce an event you have to gather some basic information first - who, what, where, when and most importantly ‘why’ from the client. The event manager or event coordinator needs to have a clear understanding about the purpose of the event. Goals and objectives of the event are very important. Dr. Shweta Bajaj Understanding to meet the needs and expectations of Attendees: b) Develop the Concept The event manager has to conceptualize the final event. An overall picture of the final event, that is the concept, must be put together and be managed with the logistical, operational parameters and practices into the event plan. Dr. Shweta Bajaj Understanding to meet the needs and expectations of Attendees: b) Creating the Event Experience Any person who aspires to take up the event management profession has to learn how to create the ‘event experience.’ To create the desired event experience the right event elements and components will have to be identified as these enhance the experience. For this the event manager will have to visualize the experience, from start to finish from guests' point of view. Dr. Shweta Bajaj