Chapter 3 - Organizing the event 2023.2.pdf

LUXURY EVENT MANAGEMENT & COMMUNICATION 2023.2 3 - ORGANIZING THE EVENT TWO POINTS OF VIEW 2 INTERNAL ORGANIZING THE EVENT THE CLIENT EVENTS DEPARMENT AT THE VENUE 3 THE EVENT INTERNAL THE MEETING PLANNER 1 – THE ORGANIZER TRAVEL AGENCIES (EVENTS DEPARTMENTS) 4 INTERNAL EVENTS AGENC...

LUXURY EVENT MANAGEMENT & COMMUNICATION 2023.2 3 - ORGANIZING THE EVENT TWO POINTS OF VIEW 2 INTERNAL ORGANIZING THE EVENT THE CLIENT EVENTS DEPARMENT AT THE VENUE 3 THE EVENT INTERNAL THE MEETING PLANNER 1 – THE ORGANIZER TRAVEL AGENCIES (EVENTS DEPARTMENTS) 4 INTERNAL EVENTS AGENCIES • GLOBAL EVENTEX AWARDS • The World´s #1 Awards for Events & Experience Marketing 5 INTERNAL EVENTS AGENCIES in SPAIN • www.elpublicista.es report: • “Las agencias de eventos y los anunciantes 2021” • “The Events agencies and the Advertising 2021” 6 INTERNAL WEDDING PLANNERS FAIT ACCOMPLI www.freepik.es Wedding of Prince William & Kate Middleton Wedding of Prince Harry & Megan Markel YIFAT OREN PRESTON BAILEY Wedding of Anne Hathaway Wedding of Cameron Diaz Wedding of Natalie Portman Wedding of Serena Williams Wedding of Lebron James 7 INTERNAL OTHERS MARKETING & COMMUNICATION AGENCIES CORPORATE EVENT DEPARTMENT TRAINING & CONSULTING COMPANIES OFFICE MANAGER & PERSONAL ASSISTANTS www.freepik.es 8 INTERNAL 2 – THE EVENTS DEPARTMENT AT THE VENUE QUOTATION OF RFP EVENT MANAGEMENT SALES FOLLOW UP DETAILS OF THE EVENT SALES BLITZ NEGOTIATION SITE INSPECTION MISTERY GUEST BLOCK DEADLINES INVOICE DETAILS F&B OFFER CONTRACT SERVICE ORDER YIELD MANAGEMENT CHECK-LIST FACT SHEETS CLIENT WELCOME EVENT FOLLOW UP INVOICING REVIEW CLIENT FAREWELL 9 INTERNAL AV VENDORS MAINTENANCE DEPARTMENT ACTIVITIES & PERFORMANCE 10 HOUSEKEEPING EVENTS DEPARTMENT BANQUETING STAFF INTERNAL DECORATION & FLOWERS VENDORS RECEPTION CATERING (IF NOT A HOTEL) 3 – PROFILE OF THE EVENT PLANNER 11 INTERNAL EVENT PLANNER – SKILLS 12 • ORGANIZATIONAL ABILITIES • LEADERSHIP • CONFLICTS RESOLUTION • SOCIABLE • DETAIL ORIENTED • FLEXIBLE & PACIENT • ADJUST TO UNEXPECTED • MULTI-TASKING • CREATIVE • TIME MANAGEMENT • NEGOTIATION SKILLS • RESOLUTE INTERNAL LUXURY EVENTS PLANNER EVENT PLANNER – SKILLS • Understand the mindset of your high-end clients • Prioritize client needs in every detail • Differentiate yourself & your offer • Even more creative – more demanding client • Be prepared - many resources 13 INTERNAL 4 – LUXURY EVENTS BUSINESS ✓ Polished brand ✓ Reflect professionalism ✓ Manage social media ✓ Flexibility and accesibility ✓ Detailed service at every step of the process ✓ Work with the best quality products suppliers 14 INTERNAL A CELEBRITY IS: ▪ Not only actors/actresses, musicians, sportsman/women ▪ Is not a condition that can be chosen RAFA NADAL MARK ZUCKERBERG ▪ Live under constant attention and survaillance ▪ Under the eye of the media throughout their personal and professional life: celebrity reputation management – key factor LADY GAGA KEN FOLLET 15 ▪ A recognizable face – you attract the attention to your brand INTERNAL SOME CHARACTERISTICS: EUROPEAN - Hard to close the agreement The key is to find the right door to approach the celebrity Do not like last minute changes Do not like media Los40.com 16 INTERNAL SOME CHARACTERISTICS: LATIN - Not difficult to close the agreement Accept last minute changes They like to meet the media Usually easy to manage Blogspot.com 17 INTERNAL SOME CHARACTERISTICS: AMERICAN - 18 Hard to close the agreement They do not move out of the agreement Easy to manage They are terrified about meeting the media INTERNAL Gratistodo.com PR MANAGEMENT: ▪ Managing celebrity PR is different from regular PR, it’s a mix between building a brand and caring ▪ They manage emotions, expectations and ego ▪ Be a corporate or celebrity PR manager is considered as one of the most stressful jobs in the world 22 INTERNAL FREEPIK THE REASONS OF A BRAND FOR WORKING WITH A CELEBRITY: NOTORIETY LINK THE BRAND TO SPECIFIC ATTRIBUTES Identify specific situations, events or celebrities that stand out that values 23 INTERNAL 24 INTERNAL CONTRACTING A CELEBRITY FOR THE EVENT: SPEECH FRONT ROW PERFORMANCE SHOOTING PRESENTER PHOTOCALL 25 INTERNAL WHAT TO DEFINE WHEN CONTRACTING A CELEBRITY: PURPOSE OF THE EVENT AND THE COLABORATION EXCLUSIVITY, CANCELLATION CLAUSES DETAILS: accommodation, arrival, departures, beauty services, dress code, meet with the press, photocall, speeches… 26 INTERNAL WHEN CONTRACTING A CELEBRITY FOR AN EVENT: WELCOME THE CELEBRITY – first impact to assure everything runs smoothly HOTEL – very important. Superior category of room VIP AMENITIES: welcome letter, gift, details. 27 INTERNAL Thank you