Event Management

EVENT
MANAGEMENT
UNIT 1: CORPORATE EVENT
DESIGNING
Dr.Subhashini Durai, Assistant Professor,
GRDIM, Coimbatore.
What are corporate events?
⚫ Simply put, a corporate event is any form of event, hospitality or social
activity which is organised or funded by a business entity.
⚫ With such a broad definition, the target audience for corporate events
can be equally as broad, including but not limited to:
⚫ Employees
⚫ Board members
⚫ Stakeholders
⚫ Customers / clients
⚫ Potential clients
⚫ Businesses organise events for many reasons, they may want to
educate, reward, motivate, celebrate, mark key milestones, manage
organisational change or encourage collaboration. What ever the
reason may be, there is an event solution.
⚫ A recent report from 2015 suggests that the UK events industry is worth
£39.1 billion with over 1,301,600 events a year, with a significant
proportion of these being corporate events. As you may imagine with such
a large amount of events they will take many forms. Below is a short
description of the most popular formats for corporate events:
Dr.Subhashini Durai, Assistant

Professor, GRDIM, Coimbatore
Conferences
⚫ Conferences usually last for a minimum of one
day and are used by businesses to provide
information to a specific audience. Often used
as a tool to educate and motivate attendees,
they are also an opportunity to increase
collaboration and engage the audience.
⚫ Conferences will often have several key note
speakers and multiple breakout areas, where
more in depth sessions on specific topics take
place. Conferences are a popular format for
corporate events as they can be adapted to suit
various stake holders including employees,
customers, resellers etc. They also provide an
opportunity for the targeted audience to be
absorbed into the brand.
Trade Shows / Exhibitions

⚫ These are large industry specific events in which
businesses rent a space, within the larger event
area to promote their products or services to
potential customers. In some instances a
business may be the overall organiser or host of
an exhibition. But it is more common that
businesses attend these as exhibitors. As
exhibitors a business will often require
promotional materials, motivated and effective
sales teams, exhibition stands, a unique method
of enticing and engaging attendees to your stand
etc.

Awards / Gala Dinners

⚫ Whilst these are two different types of corporate
event, they are often held in unison.
⚫ Awards ceremonies can be used in multiple ways. If
organised by a business they can reward and
motivate employees, suppliers, resellers and
customers by providing awards across several
categories to recognise achievements. Businesses
will also regularly sponsor and enter industry awards
to promote their business, improve their reputation
and increase brand awareness.
⚫ Breathe new life into your live events by
booking a FREE consultation with our events
experts today
⚫ Gala dinners which usually run alongside awards
ceremonies can also be organised independently for
all audience groups, these are usually an opportunity
to align your brand more closely with attendees and
communicate a message.

Incentive Programs
⚫ Incentive programs can often be a combination of event
types linked by a teaser campaign and are most
commonly targeted at employees and resellers. They may
start with a sales conference, in which the sales messages
and targets are communicated to the audience and allows
them the opportunity to learn more about the business and
the products or services.
⚫ This will then be followed by a series of
communications to the attendees of a period of time
usually around a year in which they are reminded of
the ultimate goals and what is required to achieve them.
⚫ The program is normally concluded by an incentive travel
event in which some or all of the audience are taken on an
exciting and unique experience often these are once in a
lifetime moments. These events can be linked together in
a program as explained above or can be used
independently.

Launch Events
⚫ Launch events are pretty self explanatory and
can be as simple or as complex as required.
Businesses use these events to create hype and
generate PR around the launch of something
new including, products, services, buildings /
offices etc.
⚫ They can be targeted to a varied audience,
customers, press, stakeholders, employees,
often mixing an educational experience with a
celebration. many tactics are used to raise the
profile of these events and extend the reach far
beyond those in attendance.
AGM / Company Meetings

⚫ These are typically more formal events in
which key stakeholders, board members and
shareholders come together to discuss
business performance. Whilst many companies
will keep these low key affairs, other
businesses will use these as an opportunity to
show off business successes and an
opportunity to reward & thank shareholders.
Congresses
⚫ Congresses are a cross between a conference
and a trade show and are usually more topic
specific. This is where specialists within a field
will come to discuss their areas of expertise (they
are a particularly popular format of corporate
event within the healthcare & pharmaceutical
sectors). Businesses will often send their
employees to these for educational and fact
finding purposes. They are also an opportunity
for your employees to be seen as thought leaders
within their field so are a great promotional tool.
They often provide opportunities for businesses
to exhibit, launch products and sponsor key
areas.
Hospitality
⚫ This is often the event type most associated with
the term "corporate event" by the general public.
Hospitality is usually used for rewarding,
incentivizing and building relationships both
internally with employees and externally with
customers and suppliers. It ranges from a simple
dinner to VIP experiences at sporting events and
music concerts. Often businesses will sponsor an
event receiving hospitality packages and brand
visibility across the event, this can happen on
various levels, from the local rugby club or
football team right through to O2 sponsoring
sporting arenas.
Team Building
⚫ Team building events are normally focused
toward employees, although there are situations
when they can be used for external audiences
also. They usually take the format of a challenge,
requiring teams to work together, in order to
overcome or deliver a solution. Team building
events are great for employee engagement,
building moral, increasing collaboration and
motivation.

Experiential
⚫ Experiential events are becoming increasingly
more popular as businesses look to create a
closer bond with their customers. The idea is to
immerse attendees within the brand and
messaging through a fun and memorable
experience. By aligning positive emotions with
your brand or business, customers are more
likely to want to invest in your products or
services as they will feel emotionally connected to
them.
Event Management Keywords

⚫ When searching for resources on event management, try
specific brands or names, but also consider using topic
keywords such as: ⚫ Caterers and Catering Management
⚫ Conference Planners
⚫ Conference Planning
⚫ Conferences
⚫ Congresses and Conventions
⚫ Convention facilities
⚫ Entertainment Events Management
⚫ Entertainment Events Planning
⚫ Event Management
⚫ Event Planners
⚫ Event Planning
⚫ Events
⚫ Exhibition Planners
⚫ Exhibition Planning
⚫ Exhibitions
⚫ Festivals
⚫ Festivals -
Management ⚫
Meetings
⚫ Party Planning
⚫ Risk management
⚫ Special Events
⚫ Special events -
Management ⚫ Trade
Shows
⚫ Wedding Planning
⚫ Weddings
10 Customer Service Skills Every

Event Coordinator Needs
1. Organization
⚫ When you’re highly organized, that sends the message that you’re
detail-oriented and can manage your time efficiently enough to do a good job.
It puts customer concerns to rest and raises client confidence.
⚫ This will reduce client stress levels and make them more satisfied with the
result. So start making checklists, filing your notes, and collaborating with your
team members!
2. Engaging Personality
⚫ Though it’s wise to separate personal life and work, your personality can have a
lot to do with your success as an event planner. When you radiate a can-do
personality, are easy to talk to, and make the clients feel good about their ideas,
you’ll garner better business and retain customers along the way. 3. Negotiation
⚫ Clients often hire event planners because they don’t know how to negotiate
prices and deal with vendors for themselves. One of your tasks is to show off
your ability to arrange great deals with all the participants, so strong negotiation
skills are essential to accomplish that.
4. Constant Energy
⚫ Obviously, if you’re acting lazy, tired, and unenthusiastic about a project, your
client will not be happy. Everything you do should scream confidence and
energy, and show clients that you’re in charge of everything and know how to
handle yourself in any situation.
Dr.Subhashini Durai, Assistant Professor, GRDIM,

Coimbatore
5. Service
⚫ Working with people is at the heart of your business. Clients will
expect you not only to be respectful and engaging with them,
but also with their attendees. You’ll be more of a lurker at the
actual event, but you should be alert and try to anticipate the
needs of guests before they recognize them.
⚫ This will make your event go smoothly and make you look
like the talented party planner you are.
6. Unflappable Perspective
⚫ Things will go wrong, no matter how hard you try to avoid it
through your planning and preparation. The key is to handle
the bad patches with grace and problem solving.
⚫ You’ll have to maintain clear thinking under pressure, and
show you can make the best of any situation. Don’t let panic
overtake you, and if you’re honestly worried about something,
you shouldn’t let the client see that. 7. Flexibility
⚫ Clients may often change their minds. Instead of telling them
there’s nothing that can be done when they request a change,
⚫
try to offer a little flexibility. Work with people to make their
ideas harmonize with what’s already been established, even if it
means changing some of your own plans. This kind of flexibility
sets a great relationship between clients and coordinators.
8. Respect
⚫ Getting the respect you deserve as a talented event
coordinator typically means extending it first. Be kind and
professional in all your interactions, and take the high road
even if the client isn’t so nice. People will develop a high
opinion of you if you keep respect at the center of your
dealings with everyone.
9. Availability
⚫ Is it easy for clients to reach you at a moment’s notice? If
you’re the kind of person who postpones checking your
emails and returning phone calls, you’ll foster a poor
reputation among current and potential clients.
⚫ Both your team members and customers should be
able to reach you easily or receive a rapid response.
Otherwise, they’ll feel neglected. 10. Management
⚫ The ability to exhibit confidence and leadership in any
situation will reduce stress for the clients and increase
their confidence in you. Being able to act “in charge” is
one of the best ways to make customers believe you can
handle anything.
CUSTOMER’S NEEDS
⚫ Customer needs are the named and unnamed needs
your customer has when they come in contact with
your business, your competitors, or when they search
for the solutions you provide.
⚫ To identify the needs of your customers, solicit
feedback from your customers at every step of your
process. You can identify customer needs in a
number of ways, for example, by conducting focus
groups, listening to your customers or social media,
or doing keyword research.
⚫ However, identifying the needs of your customers is
easier said than done. In our experience, there are a
couple easy ways to gain insight into what your
customers need from you.

Methods to Identify Customer Needs:

⚫ Focus
Groups ⚫
Social Listening
⚫ Keyword
Research

Coimbatore
FUNDAMENTALS OF
CORPORATE HOSPITALITY

Coimbatore
MANAGING CUSTOMER EXPECTATIONS

1. Transparency:
⚫ The customer must know what they are signing up for. It is as simple as that. This
is an ethical code that all industries must adhere to. Let’s not forget that it is you as
a brand who has complete control over how you want to communicate. Therefore, it
is your responsibility to clear the fog. Determine the factors that influence your
business and make sure you promise only what you can provide. Starting from the
website to the product information page, every piece of data should be a fact and
not extravagant mumbo-jumbo. All advertisements should limit itself to accuracy and
must not be misleading. Clarify the dependability of your staff as customers hate to
wait in queues. To ensure, that customers are aware of the wait-time. Lastly, based
on the geography of the business, enforce properly trained, well-spoken agents who
can communicate with locals without language barriers. 2. Interpersonal
Relationship:
⚫ You expect your customers to trust you and you trust them to keep purchasing
from you. It is a two-way street. To ensure loyalty, building a relationship is
imperative. This means you can no longer alienate the customer. Proper
omnichannel infrastructure will accumulate all the customer information and
readily provide it to the agent. The agent must be trained to use this data
whenever they communicate with the person. They should greet them with little
details extracted from this data, to incite a non-alienated environment. The
customer will feel known and no longer a stranger to your business. Your
awareness will reinstate the trust in this relationship and the customer will be
more vocal and upfront about their woes. This eases the task of communication,
culminates trust, and manages the customer’s expectation. As long as they feel
heard and seen, they will keep coming back for more.
3. Learn and Adapt:
⚫ Customers interact with a variety of businesses, every day. Some for
their finances, some for healthcare, some for social security, some for
entertainment. Each of these businesses has an infrastructure to
ensure a smooth relationship. Imagine your customer experiences a
first-class service with one of these businesses while you lag behind
with the same person. The customer will compare their choices and will
probably move away from your business. Thus, it is essential for you as
a business to studying the market. Learn more not only about your
competitors but also about your fellow businesses. Understand what
they are offering and keep up with it. If someone offers AI-driven
interactions while you still provide IVR queues, then you are bound to
lose customers. The only solution is to keep yourself informed by being
proactive. And eventually adapting to the newest techniques to keep up
with the service quality.
4. Analyze and Improve:
⚫ Once you meet the baseline expectations, you must not stop. Focus on
your module and understand where you can over-perform. Every
business has its own perks. Determine those perks and benefit from
them. These make you stand out from your competitors, making you
an exception in your own game. Ask yourself about the strategies
implemented like - demography, target audience, cost of acquisition in
every location, and more. Surround your business around these. For
example: If you can lower prices for some products without affecting
quality, do it. If you can improve quality with USPs that are not yet in
the market, do it. Each business is unique and has the potential to
grow if strategized appropriately. To do this better, use different
analytical tools to understand your user demand, your user pipeline,
and work around it.

5. Consistency:
⚫ It is universally understood that consistent effort bears the sweetest
fruits. Whatever services you provide, whatever strategies you
implement, make sure you stick with them consistently. You can’t
provide the first few customers with the best quality of service and then
discard them when they become a constant buyer. No matter how often
or how rarely the customer visits your website or buys from you, you
must consistently make an effort to engage, follow-up, help, and
interact. Many companies make the mistake of discarding their old
customers while taking care of the new ones. This increases their churn
rate, making them lose more money in the long-run. Invest in your
existing customers to confirm them as your permanent source of
income.
6. Be Realistic:
⚫ Often we get carried away with the promises we make and eventually
they are not met. Let’s not make this a habit for a business that is
accountable for thousands of people. Businesses should address their
audience with realistic standards. Promise them solutions that you can
really offer. Many times, certain customers will come up with exceptional
issues. The agent and the team must work together within the
framework of the company policies, to resolve the issue. It is absolutely
acceptable, to be honest with the customer about the status of their
issues. If a problem will take more than the usual time, inform them
instead of delaying them.
⚫ Due to the COVID-19 scenario, a lot of companies have pushed
themselves to meet expectations at a faster rate but failed. Remember,
your customers are also humans who are aware of their surroundings.
Be realistic and honest with them and they will appreciate you for your
transparency.
EVENT
MANAGEMENT
UNIT 2: INHOUSE EVENT & TEAM
BUILDING
GRDIM, Coimbatore.
INHOUSE EVENT MANAGEMENT
Coimbatore
Decide the key roles of the

planning team
Typical key roles within an event planning
team include: ⚫
event coordinator
⚫ meeting designer
⚫ event data analyst
⚫ event marketing professional
⚫ brand experience designer
⚫ media manager
⚫ production crew manager
Choose the event team leader

⚫ This is the person who’ll design the event
strategy and make sure it’s well-aligned with your
business or organization goals. He or she will also
be responsible for transmitting the culture of your
institution or corporation to other team members,
embedding your brand’s values and philosophy.
⚫ Being the “headmaster” of the entire planning
team, this person will help you decide on and
transform the event vision into reality, while
using the collaborative power of his or her team.

academic credentials is not important

⚫ In some cases, you might hire people with specific
degree, such as lawyers or accountants. When it
comes to your event planning team, however, things
are a bit different.
⚫ The academic offer for future event professionals is quite
scarce. ⚫ Apart from that, this job is learnt by doing, not by
sitting at a desk and taking notes while a professor dictates
the principles of event planning. ⚫ So instead of searching
for prestigious event management credentials on the
candidates’ CVs, focus on their working experience.
⚫ How many years have they worked in the events
industry? ⚫Did they work for an event agency or as
part of an in-house event planning team?
⚫ What is their expertise?
⚫ When hiring, all these questions will matter more than their
degrees.
Establish the work dynamic

⚫ Once created your in-house event planning team,
you have to go over the year calendar with them,
establish the dates for the upcoming events, and
discuss the characteristics of each event.
⚫ Subsequently, decide the work dynamic and the
ways in which your team will plan the events.
⚫ One step that will get you closer to your desired
results is to ask your new team to assess their
needs and decide what digital tools they need to
accomplish their tasks.
⚫ Next, establish a planning protocol and an
accountability system that will help everyone to keep
up with their tasks and evaluate the pinpointed KPIs.

To give you few real-life examples to illustrate
scenarios that could have been managed
better:
1. A company commissioned a PCO to run their
project in Asia. The PCO was based in the same
country as the company, so they contacted a
DMC in the city of the event and obtained a
quote to run the event they themselves were
commissioned for. The Asian DMC sent a quote
to the PCO, which already included their added
costs and management fees. The PCO received
the quote, added a 25% management fee on top
of that proposal and sent it to the client. The client
overpaid about 100,000 Euros on this project.
2. A junior event coordinator (in reality, a
department assistant) was tasked to manage a
small event of 50 people in a European
destination. The venue contract was signed with a
rooming block for 120 people. However the junior
event coordinator didn’t understand the
contractual obligations and didn’t release the
rooming block, resulting in a staggering 21,000
Euros in penalties. Paradoxically, this was an
annual event, which meant that there was only a
slight charge to remove the penalties, on the
condition that the event was hosted the following
year in the same venue. However this opportunity
was not even discussed.
3. The most extreme example: when a company
prepaid a provider for entire event. As the
company was approaching the date of the
event, the provider stoped responding and
disappeared from the horizon. A typical fraud in
event industry, that still may take place.
The job of the event manager is to build and validate
the processes, proactively react when something may
affect the success of the project, empower the team
members to work together to achieve results, verify
the budgets, control project expenses, negotiate with
providers, consolidate your event purchasing, and
employ the best software tools available to the event
industry. Your event manager should also know the
basics of the event safety and security aspects.
Check to see that your manager has an international
portfolio of events and understands each country's
specifics, including taxation, insurance requirements,
event safety and transportation safety. They should
also have an understanding of applicable event
technology. You will never find all these skills within
administrators and personal assistants: they will not
have time and skills needed, because frankly, it is not
their job.

And to conclude on the subject, here is a short list of
expertise an event manager should posses:
⚫ Project management
⚫ Billing basic principles, taxation and VAT returns
⚫ Health and safety regulations (transportation,
destination, onsite) ⚫ Event logistics dependencies
⚫ Event insurance
⚫ Contract negotiations and procurement
⚫ Governmental grants for events
⚫ Venue management
⚫ Banqueting services
⚫ International etiquette and international relations
⚫ Event communication principles and social media
engagement ⚫ Artists and additional resources
management

EVENT MANAGEMENT COMPANIES

Creative Ideas
⚫ Creating a "Wow!" factor is an essential part of making a
memorable event. A good event company will have a
strong creative team providing ideas for your event and
will work with you to achieve an unforgettable end result.
Save Time and Money
⚫ Hiring a company to manage your event can seem
expensive but good event management companies will
have a range of event equipment as well as regular
contact with trusted suppliers, performers, venues and
technicians. As a result they can get better deals on
anything you may
need, and probably get it more quickly.
Access to Technology
⚫ Working with an event company gives you access to
their arsenal of technology such as high quality sound
systems, integrated lighting options and wide screen
displays.

Professional Event Delivery
⚫ An event management company can take care of all the
organisation and tasks to deliver a successful event,
allowing you to focus on the day and your guests. The true
quality of the service will show if there is a problem. A
good event management company will have contingencies
in case plan A or B doesn’t work.
Manage Risk
⚫ A good management company will have a solid health
and safety management plan, will secure any necessary
permits or licensing and have experienced staff on-site
who will know what to do if an incident occurs.
Manage Your Budget
⚫ Your budget will be managed by an experienced event
planner who will understand the costs involved and be
able to provide estimates on any extras or changes in the
event format or scope.
CORPORATE EVENT PACKAGES

Your event will be bespoke, tailored to meet your requirements and we
will work closely with you throughout the planning process.
The following are just some of the event options we offer at the Møller
Institute: ⚫ Residential events – for events that require meeting space
and accommodation at the Møller Institute
⚫ Day meetings – for events that take place during the day at the
Møller Institute, without any need for our on-site accommodation
⚫ Dinners – for special events, dinners or celebrations, we can
provide a customised package
⚫ Bed and breakfast – whether you are looking for business or leisure
accommodation, the Møller Institute offers a bed and breakfast package
to suit your needs ⚫ The Møller Institute has a policy of fair and
transparent pricing. We offer a premium product and service and our
all-inclusive rates include all the support, equipment and catering you
would expect to be able to run an inspiring training event or meeting. Free
on-site parking is included for all organisers and delegates.

STAFF EVENTS
Improve Company Culture
⚫ Company events are a great way to highlight the company’s core values and
culture. Employees want to work for companies where they feel engaged and
empowered. In fact, companies with engaged employees make 2.5 times more
than their less-engaged counterparts. Engaged employees are a whopping 87%
less likely to leave their companies. It’s definitely worth planning events to keep
employees engaged and happy.
Establish Your Culture
⚫ Entpreneur.com defines company culture as “A blend of the values, beliefs,
taboos, symbols, rituals, and myths all companies develop over time.” The culture is
sculpted through the day-to-day activities and mindset of the company, but it can be
solidified at company events. Validate Employees
⚫ Company events and award ceremonies can be very effective in validating
employees. You can give employees awards for their performance or for how
they exemplify the culture and values. Employees receiving the awards will get
the recognition they deserve. Plus, they will feel like they are making an impact
for the company. These awards will make your employees feel valued and
important. That will do wonders for productivity in your office.
Keep Employees Engaged
⚫ A Gallup study found that just 13% of employees are engaged at work. There’s a
huge difference between engaged and unengaged employees. Unengaged
employees show up just to get a paycheck and don’t put real effort into their
jobs. Engaged employees are an active part of the company culture. They are
excited to come to work and put in their best effort because they feel valued and
know the role they play in the company’s success.

Team Build
⚫ Company events are a great way to bring your team closer together. Team
building events can break down walls and barriers in the workplace. Cohesive
teams are more productive and creative. Plus, having a friend or strong team at
work makes employees more excited to come to work and put their best effort
into a project.
Network
⚫ Aside from the personal relationships, company events can also be vital for
networking. Employees can meet colleagues or customers in person to make
real connections. The most effective networking happens in a more relaxed
environment where you already have a connection. Instead of suffering through
tedious industry networking events, employees can use company events to
make connections that can benefit their careers in the long run.
Promote Creativity
⚫ Taking a team outside their normal surroundings and putting them into a new
environment will force them to think outside the box.
Improve Collaboration
⚫ Employees have the opportunity to talk to new people in the company they don’t
usually interact within their normal office routine. Because employees are
speaking to people in many departments, it can allow them to collaborate. This
can spark creativity and new original ideas for the company they can bring back
to the office Monday.
Get Fresh Ideas
⚫ Working in the same environment every day can get repetitive and be a drain
on productivity. Just like batteries, humans need to be recharged. That means
taking a break, getting a change of pace, and trying something new. Taking a
break from work for a company event allows the team to recharge and get fresh
ideas.

CUSTOMER EVENTS
They Want to Give Input
⚫ If you want to know what your customers want at your events, just ask
them! Surveys, while scalable, don’t give you a good interactive forum
for input. One of the more clever ways is to create a committee of
customers to help you plan your customer event. Not only is a great
way to get ideas and feedback, but you will have customers with “skin
in the game” to ensure your event is a success. This group will become
the advocates that help promote the event, as well as ensure it is high
value for attendees. A win/win for all!
They Want a PERSONAL Experience
⚫ Every customer feels like their needs are unique to their organization
and they’ll want to feel like you took the time to create an experience
designed explicitly for their individual needs. Creating personal agendas
for attendees, guiding them on what sessions to attend and developing
personal messages delivered through the mobile app are easy ways to
make your customer feel like they had a unique experience.
They Want to Get Educated
⚫ Customers don’t want to feel like they are coming to your event to be
sold! But they do want to learn something while they are there. Keep
sessions, demos and the agenda focused on topics where the
customer gets educated about why your products/services should be
considered.
They Want to Feel Special
⚫ People love to be part of exclusive, special things that demonstrate your

appreciation for their business. Some of the things you can do at customer events
to emphasize this are: ⚫ VIP dinners and events (create exclusive groups based
on length of time as customer, dollars spent as a customer, etc.)
⚫ Round tables with executives at your company to allow them to understand the
company’s vision, get a sneak peek on what’s coming and to have a “voice” that is
heard in an intimate setting ⚫ Recognition events where certain clients are
highlighted for a major accomplishment (preferably as a result of your product or
service)
⚫ These types of programs create very loyal customers who will sing your praises
and become the biggest advocate for your products and services. You can’t go
wrong by showing your appreciation for a customer’s business!
They Want a Memorable Experience

⚫ It’s not all about your company, products, and services. Some of the most
successful customer events incorporate “special programs” for customers to
participate in that create lasting memories.

TEAM BUILDINGS
⚫ Set Clear Goals
⚫ Establish a Budget
⚫ Involve the Right
People ⚫ Involve the
Right People ⚫ Use
the Outdoor
⚫ If Indoors, Make it
Exciting! ⚫ Get Out of Your
Comfort Zone ⚫ Do Some
Volunteering ⚫ Learn
Something New
⚫ Collect Feedback
NATURE OF TEAMS
⚫ Be Reliable–As a team member, you should be dependable to get the work done.
⚫ Be Effective Communicators– you should be able to convey your ideas clearly and in a
respectful manner. ⚫ Be a Good Listener–You are able to take criticism of your ideas
positively and you listen and respect others’ different opinions.
⚫ Participate-There is no need to be part of a team if you are not going to offer anything. A
team member must get involved in team activities and contribute often.
⚫ Be Willing to Share–A team member must share their knowledge, experience, and
information freely with the team. Don’t hide what you know and could be of great use in
getting work done.
⚫ Be Cooperative–You must be willing to work with others to get the job done. Don’t be the
person who blocks team effort.
⚫ Be Flexible–You must be willing to change course when the team sees it fit to do so. You
must also adapt to new changes when they occur.
⚫ Be Respectful–A team without respect for each other is doomed to fail. Members should
treat each other with courtesy and respect every time. A healthy respect for individual
preferences and customs must be maintained. ⚫ Be Committed –As a member, you should be
committed to the objectives of the team. When committed you to give your best to the team.
⚫ Be Problem Solvers-You are good at finding solutions. During the brainstorming session,
you offer ideas on how to tackle a particular issue.
TYPES OF TEAMS
1- Functional work team
⚫ In this work team, all the members belong to the same functional
area and respond to a single manager, responsible for the
management of the whole group. ⚫ It’s very common in companies with
rigid hierarchies and you’ll recognize them for the examples we are going
to give: such as Accounting and HR departments or the Maintenance
team and other specialized groups like these.
2- Inter-working team
⚫ In this case, the work team is made up of members from different
areas of activity, and its members usually have the same hierarchical
level.
⚫ This type of work team is usually formed to develop work with a
multidisciplinary view, in which each area represented by team
members complements the knowledge of others, bringing more
creative and comprehensive results.
⚫ Examples of these types of work teams would be committees and
councils, where members from different areas work together to
solve specific problems, such as a Sustainability Committee, for
example; or strategic, as is the case with the Boards of Directors of
companies.

3-Troubleshooting team
⚫ Organizations employ these teams usually to improve
processes to find out how to solve the problems that
are harming them. ⚫
When determining the options for
solving the causes of problems, they are sent to the
departments responsible, as this kind of work team does
not implement the solutions it suggests.
4- Self-managed teams
⚫ Groups of employees who work in an extremely integrated
and collaborative way because they don’t have a formal
leader. ⚫ Members define the division of labor,
responsibilities and the distribution of tasks, as well as
make decisions and even control and supervise themselves.

5- Project team
⚫ These are work groups an organization creates to implement a
specific project until completion. Afterward, the group dissolves as it
achieved its objectives. ⚫
Typically, members come from different
areas of the company and perform other tasks related to their home
department.
⚫ But, as far as the project is concerned, they answer to the project leader.
6-Task Force team

⚫ This is one of the most interesting types of work teams. They form only
when emergency situations emerge which the organization needs to
solve. ⚫ Its members are usually the best of the company in the area.
During the resolution of the emergency, they will dedicate themselves
exclusively to this task. Their goal is to do this in the best way and in the
shortest possible time.
⚫ Now that you’ve seen what the different types of work teams are,
understand how they form their dynamics.

EVENT
MANAGEMENT
UNIT 3: CHARITY EVENTS & AWARD
CEREMONY
GRDIM, Coimbatore.
CHARITY EVENTS
charity event planning basics

⚫ Social media is your friend. Use it to spread the
word before and after your charity event.
⚫ The venue you select really matters. It’s
usually the most expensive line item in your
event budget. Stay within your spending limit
but be sure to find a venue that’s perfect for
your theme.
⚫ Your theme will drive engagement. It’s what
ties the whole event together. Use your theme to
determine your venue, event activities, wardrobe,
food & beverage, and decor.

AWARD CEREMONIES

Coimbatore
Types of Awards Ceremonies

⚫ Award ceremonies are a mainstay in many
industries and sectors nowadays. There is a
diverse range of award events taking place on
every night of the year – everything from The
Guardian Sustainable Business Awards to the
Kent Health and Beauty awards. Awards
ceremonies aren’t just confined to industries –
they are widely used within businesses and
organisations to acknowledge and celebrate the
hard work of their employees. They can take
place on a regional, national, or international
level.

Internal – Business Awards Ceremonies
⚫ The whole atmosphere and ethos of a firm can be shaped or at the very
least underpinned by events like a corporate awards ceremony. They
are a great way to honour those people that have helped grow your
client’s business and show them that they are valued. By creating a
culture within an organisation where hard work is publicly rewarded,
you motivate employees to achieve. Business awards ceremonies often
feature awards for the recognition of landmark Years of Service, which
brings this dedication to a sharp focus. Charities, on the other hand,
can utilise award ceremonies as a way of acknowledging the efforts of
volunteers and outstanding contributions.
⚫ As a social event, it also provides a great opportunity for employees
to network with their colleagues and feel part of a collective with a
shared experience.
External – Industry Awards Ceremonies

⚫ If your client works within a particular industry then there are numerous
reasons why they may want to organise an awards ceremony. They are
often great for exposure within a specific sector and provide plenty of
positive PR opportunities.
⚫
Recognition
⚫ Everyone likes to receive recognition for his or her hard work,
especially when it pays off. An award ceremony is a win-win
event where hard work is recognised, whether this is within an
organisation or an industry, and people are inspired to achieve
themselves.
Good PR
⚫ An awards ceremony event can generate fantastic exposure
for your client in a number of different ways. This can be
through direct contact with influencers, increased brand
awareness, and networking opportunities at the event itself.
⚫ Awards events also generate their own good news stories that
are happily shared across industry publications. This coverage
provides unbeatable PR and increased recognition for the award
winners. Businesses and individuals that are nominated and
receive awards will naturally want to share this information
through their own channels. It spreads the message organically
and naturally, giving your client and their sponsors widespread
coverage.

Organising an Awards Ceremony

⚫ Planning an award ceremony can be daunting,
mainly because you have to keep clients, sponsors
and attendees happy and engaged throughout.
This means planning and orchestrating an awards
show down to the finest detail in order to achieve
the desired outcome for all parties. You want to
incorporate
original and even unexpected elements to
help keep everyone interested in
proceedings.
⚫ A good way to improve your award ceremony
planning is to put yourself in the position of a
person that has not won an award. This will help
focus your attention on making the event
entertaining for everybody, for the duration of the
programme.
How to create a virtual awards event

Promotion and marketing
⚫ Promoting your online ceremony is essential as signups and participation will be the make or
break of the event. LinkedIn, Facebook and Instagram are all great platforms on which to
promote the event and gain signups. The ins and outs of using social media to promote
events is a subject within itself so for more information take a look at our article on using
Facebook to market your event. Aside from focusing on attendee signups, you also need to
attract applications for each award category. This requires a well crafted B2B email
campaign working with LinkedIn ads to drum up interest in your niche.
Create your awards and event schedule
⚫ Make sure that you have your awards completely structured and decided. That is the number
of categories, the award for each category, the shortlist of nominees for each category and the
winner. The next step is to then use these awards to form a basic schedule for the evening
upon which you can assign time limits to each stage. You also have an opportunity to tweak the
format of an in-person event to make it more engaging for an online audience. Decide on a
venue
⚫ Deciding on a great venue is key to a successful virtual awards ceremony. Keep in mind
that unlike a traditional award ceremony, size shouldn’t be the key factor since the venue only
needs to accommodate a technical camera staff and the speakers, hosts and masters of
ceremony. You need to look out for a venue that’s suitably equipped with the right AV
equipment, cameras and technical staff that are experienced at delivering streaming events.
Pre-recorded segments
⚫ In many award ceremonies, organisers employ the use of pre-recorded segments as a way
of breaking up the event and offering variety. Depending on the type of award ceremony this
interview with a person of note. To make sure
could be a feature on a certain business or an
the virtual ceremony runs smoothly you must have any pre
recorded features queued up and
ready to go at suitable intervals.

Quick tips on hosting a virtual
awards ceremony
⚫ Rehearse your speakers beforehand
⚫ Check streaming equipment works
⚫ Keep to timing
⚫ Pay attention to stage design and presentability
⚫ Make sure that hosts dress to impress
⚫ Promote communication between shortlists by
creating side rooms for them to chat, separate from the
main event ⚫ Run light-hearted side competitions for
things like “best dressed” ⚫ Make use of tactical
muting and try to have minimal audio channels live at
one time on the main event. This will allow you to avoid
echo and audio overload.
Things to avoid when hosting a

virtual awards ceremony
⚫ Make sure control over main slide presentation
is restricted so no disgruntled entrants can
sabotage the screen with inappropriate content!
If you choose to give category nominations a
side room, make sure that once the winner is
announced the live event is paused. This is so
that the winner speech audio does not conflict
with the background noise from the main event.
SETTING FUND RAISING TARGETS

& OBJECTIVES
1. Define Your Event’s Intent
⚫ Reasons for hosting an event can vary but in the beginning stages of
planning your fundraising event, it’s imperative to determine the motivation. Is
it to raise money, increase awareness or extend your network? Maybe your
purpose includes all three of these motivators. Once you determine the
purpose of your fundraiser, you can structure the event and outline your goals.
2. Set an Objective
⚫ Set realistic goals to drive success. Make sure they align with your target
audience and are obtainable. Using the ROI and ROO metrics will help
measure goals and/or criteria from a different points of view.
⚫ ROI: Return on Investment is the revenue generated from the contributions
made and is strictly a quantitative measure.
⚫ ROI = Event Revenue – Event Expense / Event Expense
⚫ For example, if your goal is to raise $120,000 and your event costs
$100,000, your ROI is $20,000 or 20%.
⚫ ROO: Return on Objective is a flexible measurement and refers to the objectives
that are achieved. The ROO will measure the overall strength the organization
gained from the event concentrating on brand awareness, donor face-time,
community involvement, etc.
⚫ Combining the ROI and ROO will determine if the event was worth the expense,
time and effort. Remember to set goals that are achievable and unrealistic goals
will only create discouragement for you, volunteers and staff.

3. Identify your Target Audience:
⚫ Identify a target audience, and then let that audience influence
the event’s details. Fundraising events can focus on multiple
demographics including young professionals, children, parents,
seasoned patrons, or the community as a whole. The details of
your event will reflect the characteristics, likes and dislikes of your
target audience which, in turn, will increase attendance,
engagement and return on your investment. Once your target
audience is established make sure that leadership, staff and
volunteers spread-the-word. Build a list of desired attendees and
utilize all relationships that are connected to your organization. 4.
Create a Budget:
⚫ Create and follow an itemized budget to ensure you stay
focused and on track. Most items should fall under a larger
category, but leave extra monies for incidentals that might arise.
An effective way to off-set expenses is to promote outside
support. Benefactors will help fund your fundraising event and, in
turn, receive public recognition. Form sponsorship levels and
increase the benefits in monetary increments. Marketers know
that if they get their product or company under the right event
sponsorship, they can get visibility among their target
audiences. Also, make sure to account for all in-kind donations
on your profit and loss statement. The IRS requires all
nonprofits to recognize donated items as revenue and an
expense, producing an accurate cost synopsis.

A budget should include (but is not
limited to): ⚫
Invitations/Mail house
⚫ Entertainment/Lighting/Sound
⚫ Catering
⚫ Bar Service
⚫ Staffing
⚫ Printing
⚫ Rentals
⚫ Security
⚫ Parking
⚫ Incidentals
5. Build an Event Committee:
⚫ Build a committee of volunteers, staff and board members to
escalate ticket sales, increase publicity, leverage additional
resources, and create a sense of ownership. Most people
donate their services, time or monies because they are
asked by a friend, family member or peer. A committee is a
perfect way to secure new volunteers and/or donors. Be
creative and give them an
identifying name, such as “Friends of the Festival,” intensifying
their purpose, strengthening their drive and increasing
exposure and community support. Utilize your committee
members’ resources and recognize their efforts on your social
media posts, website and printed collateral. They are your
advocates and should feel appreciated.
6. Create an Event Promotion Strategy:
⚫ Your marketing plan will vary depending on the target
audience and formality of the event. Similarly, all events need
exposure, however, your publicity techniques will vary but
have similar goals. Casual events can utilize social media and
electronic invitations while formal events will distribute printed
save-the-dates and invitations. Make sure your marketing
efforts reflect the voice of the event and appeal to your invited
guests.

7. Determine Sales Goals:
⚫ Determine how you will sell tickets and consider the
delivery method (remember that it will need to be
convenient for your guests). Ticket prices should
reflect the style of the event and align with your
target audience. Have multiple ticket-price levels
available so your guests can choose their level of
involvement. It’s important to have an exclusive
price for your members so they feel special and
acknowledged for supporting your organization
annually. For example, offer a general admission
ticket, VIP ticket, and a member ticket, each with its
own experiences.

8. Create a Unique Atmosphere:
⚫ Allow your guests to be amazed while creating a fun environment.
Develop a unique atmosphere, and treat guests to out-of-the-box,
memorable encounters. If possible, include a theme that will heighten the
originality and allow guests to get involved. Build experiences that
generate buzz to sustain attendance for your next affair. 9.Train Staff and
Volunteers:
⚫ A full run-through of the event is likely unnecessary, but meet with staff
and volunteers at least one week prior. Provide a detailed outline
defining the event flow, explain each position’s duties, and make sure
expectations are understood. This meeting will prepare staff and
volunteers and allow them to manage any troubleshooting that may
arise. Also, form a strategy for each attendee that would benefit from
cultivation. Assign board members, leadership and staff to approach
certain donors and/or prospects and allow for personalized tours. Make
sure to capitalize on all possibilities and not missing a single
opportunity.
10. Schedule Run of Show:
⚫ Timelines will vary depending on the complexity of the event. The
run-of-show, a detailed event timeline, is extremely important to stay
organized during the busy days leading up to a fundraiser. For
example, if you are hosting an awards gala outside on a beautiful
lawn, the run-of-show would span over a four-day period.

WORKING WITH VOLUNTEERS

Coimbatore
Why do people volunteer?
⚫ In order to appeal to volunteers on the day you’ve
got to appeal to what they want. So, what do people
want when they volunteer? Some of the main
motivations for volunteering are:
–Values or beliefs
– Gaining insight
– Developing skills or experience
– Building confidence
⚫ Understanding a volunteer’s motives is vital to the
whole process of managing volunteers at an event.
So keep these at the front of your mind when you
are creating roles and deciding on tasks, and you
will help ensure happy volunteers on the day.

Create a volunteer policy
⚫ Formal or informal, having a volunteer policy will help
you define the role of volunteers at your event. It
should pull together the various policies and
procedures that affect volunteers – recruitment,
expenses, health and safety and so on. What you
include in your policy is flexible, but it’s really
important to have a clear idea about why you want to
have volunteers at your event, and the kind of
volunteers you need before you get started. The
process of writing a volunteer policy is as important as
having one – it will help you address the benefits and
challenges of working with volunteers. As a guide the
Citizen’s Information board has a great volunteer
policy checklist you should consult before writing your
own.
Write clear volunteer role descriptions
⚫ It’s important to cater for a range of volunteers with the roles on offer at your
event. From fundraising to social media there’s a lot more volunteers can help
with than extra support on the day (though that’s important too!). A volunteer
wanting work experience will want different things to those looking to meet
new people. Create roles to suit varying skills, interests and motives. Your
volunteer role should be clearly defined, but adaptable.
Here are some headings to help you structure your role descriptions:
⚫ Title of role (be specific)
⚫ Purpose of the role – the difference it will make to the overall cause
⚫ Main tasks – are there any physical requirements?
⚫ Skills/ Qualities / Experience needed – desired and essential
⚫ Minimum time commitment
⚫ Location
⚫ Training
⚫ We strongly recommend including a supervisor role for each kind of
volunteering on offer at your event. This not only creates an opportunity for
people looking to take on more responsibility, volunteer supervisors are
also great for helping you manage your team of volunteers on the day.
⚫ Volunteers should not feel overloaded in their role, but it is also important
they are engaged in productive tasks and get a sense of achievement from
their voluntary work.

How do I find volunteers for my event?
⚫ There are lots of ways to find volunteers for your event and
it’s best to use a mix if you want to attract a range of
volunteers.
Offline:
⚫ Word of mouth
⚫ Local press
⚫ Direct mail
⚫ Posters and leaflets
⚫ Volunteer centres like the Volunteer Centre Camden
⚫ Message boards
Online:
⚫ Social Media
⚫ Your website
⚫ Volunteer directories such as Volunteer Now
⚫ Email

The Message
⚫ This is the tough bit. Writing adverts to recruit
volunteers is a lot trickier than people think. There’s
a lot of competition for volunteers (they could be
working at Glastonbury after all). In order to
compete, you need to really sell the benefits of
working at your event. The image and the message
you use are extremely important to the marketing
process.
⚫The secret to writing an eye-catching advert is
understanding that you’re selling a product. Highlight
your unique selling point. Target your potential
volunteers with what they want from volunteering.
Convince them you will meet their expectations.
Keep it snappy and don’t forget to tailor your
message to speak directly to under-represented
groups.

How do I recruit volunteers for my event?
⚫ Getting the right volunteers doing the right jobs takes
planning and time, but it’s vital if you want productive
and happy volunteers at your event. Here are our top
tips for recruiting volunteers:
⚫ Make it clear to all volunteers that there is a selection
process, and not everyone will be selected
⚫ Advertise in a variety of places
⚫ Make applications simple, and offer a variety of
methods. Online, by phone and by mail
⚫ Your selection process needs to be appropriate to the
role, and all volunteers need to go through the same
process for the same roles. ⚫
It is important to have a
flexible process for selecting volunteers, which is open,
fair and effective. All volunteers should have equal
opportunity.
Diversity and equality:
⚫ Having a diverse range of volunteers at your event will
make it more exciting and dynamic. As well as following
good practice in management of volunteers generally in
all instances, here are some main points to consider
when appealing to under-represented groups.
Older People & Volunteering:

⚫ Make them feel valued for the unique skills
they can offer ⚫ Communicate age is not a
barrier to involvement
⚫ Offer a range of roles that are adaptable to suit the
changing health of an older person, offer varied
commitment levels too
⚫ Give older volunteers the opportunity to undertake
training to develop their skills in a variety of formats to
suit different methods of learning
Young People and volunteering:
⚫ Offer progressive and varying roles, which benefit young people in
terms of skills, new challenges and work experience
⚫ Make it group-friendly, if a young person would like to volunteer with
friends⚫ Provide a friendly and relaxed environment, with support
from an identified person when they need it
⚫ Never leave a young person out of pocket. Consider offering an
allowance or re
imbursements in advance ⚫ Create opportunities
for young volunteers to come together socially ⚫ Child protection
when working with volunteers under 18
⚫ Parental permission in writing if under 16
People with disabilities and volunteering:

⚫ It’s extremely important to respect a person’s sense of
independence when managing volunteers with disabilities. If you’d
like more information Volunteer Now has some great advice about
hiring and managing volunteers with disabilities.

WORKING WITH COMMITTEES

Administration committee. This team will handle the
logistical and larger details such as budget, venue,
catering, attendance, etc. These will be the go-to’s for all
of the smaller committees that are about to be formed and
will be making most of the big decisions. They will set up
the sub-committee meetings and make sure that at least
one of them attends each meeting to ensure the
conference or event is heading in the right direction.
A few committee duties:
⚫ Maintaining event budget
⚫ Managing food and beverage (if needed)
⚫ Overseeing each committee and their meetings
⚫ Securing entertainment, speakers, papers, etc.
⚫ Building out a detailed agenda and run-of-show
Marketing and promotions committee whose
goal is to sell, sell, sell that amazing event
you’re planning. How are they going to get
those attendees to register? We suggest
making their involvement fun and creative.
⚫ Creating a promotion schedule
⚫ Setting up and managing online event
registration ⚫
Creating an internal employee “push
program” and incentives ⚫
Mentioning the event to
customers or prospects face-to-face ⚫ Creating
social media “sales pitches” for event

Sponsorship committee dedicated to finding
strategic partners for your event. Their focus should
be organizations attendees value and that are
willing to add some personality to the event. A few
committee duties:
⚫ Researching potential sponsors
⚫ Developing sponsorship levels
⚫ Securing sponsorships
⚫ Communicating with sponsor reps
⚫ Managing sponsors on-site

Technology committee. Whether you’ll be all on-site,
all online, or a combination of the two, events are
starting to become a little more technical than one
person can handle.
⚫ Sourcing all equipment and systems
⚫ Liaison with tech vendors
⚫ Managing logistics and setup
⚫ Scheduling and managing test runs
⚫ Day-of production and troubleshooting

Attendee engagement committee.The sole purpose
of hosting your event? For the attendees, of course!
This committee will be solely responsible for
designing the attendee experience — and that’s a
huge responsibility!
⚫ Developing networking opportunities
⚫ Planning a kick-off or other celebration event for
attendees to meet and mingle
⚫ Creating unique ice-breakers
⚫ Designing sponsor engagement with attendees
through pop-up activities
⚫ Brainstorming ways to surprise and delight
attendees along the way
Organising Committee
⚫ The event manager need not necessarily be skilled in all aspects of event
management but they should endeavour to surround themselves with helpers
who have a range of useful skills. This is the purpose of the organising
committee.
The organising committee has three main functions:
Planning and advisory function
⚫ To assist and advise the event director to formulate plans and policies. Planning
is generally better when ideas and issues are discussed in a small group
environment. There is less chance of something being forgotten or overlooked when
a group makes a decision rather than a single individual. Executive Function
⚫ The organising committee can assist in the process of managing the myriad of
tasks that need to be done. Committee members, having a good knowledge of
the event management plan, are well placed to provide training, supervision
and assistance to other personnel involved in the organisation of the event.
Worker Function
⚫Ideally the organising committee comprises people with good knowledge, skills
and experience of events. If so, members of the organising committee will often
desire to directly carry out the event tasks. Organising committee members tend
to be the most reliable and diligent workers, and often they perform such work
on a voluntary basis.
⚫ It is important that the event director and the organising committee work together with
close co operation. At this highest level of event management all parties need to 'pull in the
same direction'.
⚫ Events Committee Chair Responsibilities

⚫ Provide leadership for the committee
⚫ Facilitate communication and discussion during the
meetings ⚫ Serve as spokesperson within the
organization for the committee ⚫ Facilitate the
meeting according the agenda
⚫ Create the agenda in partnership with staff support
⚫ Provide research as needed for the committee
⚫ Send out meeting reminders and agendas
⚫ Take minutes during the meeting and create the monthly
Board report ⚫ Stay in regular communication with the
Executive Director ⚫ Bring the viewpoint of the Board of
Directors to the committee discussion ⚫ Bring action items
and recommendations from the Committee to the Executive
Director when necessary.
⚫ Report Board decision back to the committee.
⚫ Committee Expectations:
⚫ Find, create and implement events throughout the County and the
Region that help to spread the message of hope, recovery and
educate the public about all things associated with substance use
disorder and promote recovery to a large audience.
⚫ The Events Committee will provide written reports to the full Board
of Directors of any actions taken, meetings held or discussions that
have occurred.
⚫ With support from staff, annually submit objectives and a
work plan for the committee as part of the planning and
budgeting process.
⚫ With support from staff, annually evaluate its work as a committee
and the objectives it has committed itself to and report on same to the
Executive Director. ⚫Annually, the Events Committee will review the
committee charter, committee work plan and committee membership.
Any members who have not attended regular meetings or documented
activities to promote the committee’s objectives for a period of 6
consecutive months will be removed from the membership list. ⚫ The
committee will meet at least 6 times each year either in person or via
conference call.

Committee Members Responsibilities:
⚫ Serves in an advisory role to guide the committee
⚫ Expresses ideas and provides input
⚫ Actively participates in meetings, contributing to the
discussion, brainstorming and sharing innovative
ideas
⚫ Reviews material and provides input for
improvement ⚫
Serves as internal/external linkages
for CCPR to open doors to further the organization’s
mission and vision.
⚫ Participate in the development and implementation of
the committee work plan
Time Commitment For Committee Members
⚫ Committee members should anticipate being available
an average of 2‐3 hours per month.

MEDIA EXPOSURE
Reaching to the masses
⚫ Chances are, without media publicity your event did not
even grab any attention and people don’t even really know
about it. Do you want that to happen? Of course not. You
need to reach on to a mass audience and want people to
know about this event.
Get sponsors
⚫ A good media coverage may even attract some equally good
financial support. Many companies are eager to be associated
with popular events and may further promote you to the
audience and some very tempting offers too. Getting financial
help will make it so smooth for the professionals to make it one
step further.
Exposure to new opportunities
⚫ Getting that fame and publicity is bound to land up some good
opportunities to the professionals. It may expose them to news
articles, magazines, blogs and what-not’s. This instantly means
targeting for a larger audience. Not only will this boost the morale,
but will help create a goodwill among the masses.

Make contacts
⚫ Getting all the media coverage and landing up some
good sponsors and offers, will let a corporate make some
generous amount of good contacts. It will surely increase
the credibility of you and your group and can help with
later connections and work.
Market yourself
⚫ If you are corporate, you are well aware of the wonders
media can hunt out for you. And you also know how
equally important it is to get that attention and be in the
news. A good media will not only give a corporate a good
scoop of fame, but provide a platform to market
themselves as well.
⚫ Right now, other than the conventional magazines
and news, social media is the top media-marketing
hotspot and you surely can grab those eyeballs if you
do it well.

Wrong reason: To become more popular
⚫ As Holiday notes, “We tend to assume that press is essential to success because very
often really good and really popular things get a lot of press. The question is whether
press is usually an effect of a really good and popular thing or the cause of its
goodness or popularity. The number of overexposed box office flops most people could
name ought to disabuse us of this notion permanently.”
⚫ If you want to get media coverage for your event, remember one thing: It is not your
way to success, nor does it guarantee success—it’s just a step you must take if you
intend to increase the efficiency of your marketing campaign.
⚫ So why should your event get media coverage, then? There’s only one reason: gathering
social proof.
⚫ By showcasing your event (a.k.a brand) through media, backed up by credibility and
status, you’ll gain more exposure and leave a small imprint in people’s minds.
⚫ Just think about it: Let’s say you are representing a pharma cosmetics company and
running events to potentiate the brand experience. You focus on different stakeholders;
potential leads, loyal clients, investors, to name a few.
⚫ If you get media coverage, you can state your position as an industry leader,
and increase your trustworthiness.
⚫ As Holiday indicates, “While the media might not necessarily convince customers, it
definitely helps with recruiting investors and employees and impressing other
important gatekeepers.”
⚫ For example, you could display the logos of the media outlets that feature you on your
event’s website.
⚫ Obviously, as mentioned above, this won’t assure a higher number of attendees. But
it will be seen as a powerful statement that confirms your position and strengthens
both your brand’s narrative and identity.
Quick tips on how to get

media coverage for your
event
Generate marketing stunts
⚫ The mere fact that you’re planning an awesome event or your
brand produces high-quality products won’t grab the attention
of media outlets. To get media coverage, you must come up
with a campaign or newsworthy story.
⚫ For example, when Jay Z launched his book, Jay-Z Decoded,
he came up with an unusual game for his fans. The rapper
transformed the reading into a scavenger hunt.
⚫ Collaborating with a creative agency, Jay-Z “slapped all 320
pages of Decoded in various blown-up sizes on some
unexpected surfaces: a rooftop in New Orleans, a pool bottom
in Miami, cheeseburger wrappers in New York City, a pool table
in Jay’s 40/40 Club, and many more.”
⚫ His fans had to find all 32 hidden images. As a reward, the
singer offered admission for two to any of his concerts around
the world, for life. ⚫
This marketing stunt earned him lots of
media coverage beyond a generic description of his book
release. It was an interesting story that would grab any media
consumer’s imagination.

Practice the art of “news jacking”
⚫ To get media coverage, be aware of what’s happening
around you. When people talk about a certain topic, make
sure to insert yourself (and your event) into the
conversation.
⚫ A clever example is a news jacking action from Google.
⚫ At some point, drones became a massive media trend.
Everyone was hunting news about drones, since this subject
was generating an insane amount of traffic.
⚫ As Holiday explains, “This was obviously on Amazon’s mind
when, on the eve of Cyber Monday—one of the biggest online
shopping days of the year—it made a commercial that showed
its drone delivery system dropping off Amazon-branded
packages on doorsteps across America. Here’s the thing: This
drone delivery system did not exist. Even as I write this, it still
does not exist. But that was never the point. Amazon was
hijacking the news to its advantage. Everyone went along with
it—including 60 Minutes, where the commercial
debuted—because the company had done it so well.”

COMMISSIONING CELEBRITIES
Figure out your budget
⚫ Before you can do anything else, the first thing
you absolutely must do is sit down and figure out
the budget for your event. After all, it does no
good to line up a celebrity for your event, only to
realize when it comes to the negotiation phase
that you don’t have enough money to hire them.
⚫ Unfortunately, booking fees aren’t public
knowledge; you can try a Google search, but in
all likelihood, whatever figure you get didn’t come
from the celebrity and it’s almost always
inaccurate.

Make sure they’re a good match
⚫ This should go without saying, but you’d be surprised
how many bookers line up celebrities for an event or
venue that’s a terrible fit. For the same reason you
wouldn’t want “The Situation” to attend an art gallery
opening, you wouldn’t want Tom Hanks to attend an
event at a nightclub.
⚫ And if you’re the owner of a 21+ venue, you don’t want
to book a teen pop idol whose fans are too young to
even get in the building. ⚫
This might seem like common
sense, but you’d be surprised how many bookers are so
eager to book whatever entertainment is available that
they don’t consider whether or not that entertainment is
a good fit for their venue or event.
⚫ In order to make the most of your booking (and get
your money’s worth), make sure that the person you
hire is going to resonate in a positive way with your
audience.
Figure out what you want them to do
⚫ Depending on the type of event, your budget, and the celebrity
you have in mind, there are a few different routes you can take.
⚫ If you want to save money, you might want to consider an
appearance or walkthrough arrangement, where the celebrity
either walks through the event and shows their face, or hangs out
at a table for a little while- these are less expensive, but the
caveat is that you also get less interaction between the celebrity
and your guests.
⚫ If you want more celebrity interaction, you can consider a hosting
arrangement, where the celebrity will spend the whole night at
your event and mingle with the people attending the event.
⚫ And if you want the whole event centered around the celebrity, you
can hire them for a speaking or performance arrangement, where
the celebrity will typically stay at the event and be the focus of
everyone’s attention for the night.
⚫ But remember, the more you ask the celebrity to do, the more you’ll
have to pay, so it’s up to you to find the right balance of celebrity
interaction with your guests and your budget.
Get to know their agent
⚫ When trying to book entertainment for an event, you likely
won’t be reaching out to the artist or celebrity directly. Almost
100% of the time, you’ll be reaching out to their agent (and in
some rare cases, their manager). In order to give yourself the
best chance of success when dealing with an agent, you need
to understand how the agent works.
⚫ To boil it all down, an agent is responsible for finding work for
their clients. Whether that’s film or TV roles for actors, shows
and tours for musicians, or events and endorsement deals,
agents look for work that suits their client’s specialty.
⚫ Agents get a cut of every deal their client makes, which
means they’re also responsible for making sure the
business side of any deals they do are favorable to their
client.
⚫ Depending on the kind of entertainment you want for events,
you may be dealing with different kinds of agents. But it’s
important that you know what the agent does and how they
work if you want to book their client for an event.

Know how to reach out
⚫ Once you’ve identified the celebrity that you want for
your event, the next step is to reach out to their agent.
The standard process for reaching out to an agent
follows a pretty basic format.
⚫ There are quite a few things to know about dealing with
agents, but in the interest of time, the two most
important ones are simple: be concise with your
request, and know-how to follow up.
⚫ A general rule of thumb is to give it 3-5 days between
follow-up emails to make sure the agent has enough
time to read and digest your request. These can be the
difference between booking the entertainment you want
and not even getting a response.

Consider hiring a talent buyer
⚫ Finally, if all of these details seem like too much to
manage on top of planning everything else, you can
consider hiring a middle agent or talent buyer. A
reputable talent buyer will have established
relationships with agents, and they can usually use
those relationships to secure the booking on your
behalf.
⚫ A word to the wise, though: talent buyers take a
percentage of the overall deal price as commission, so
they probably won’t be as likely to negotiate on your
behalf, especially if it means their cut will go down as a
result.
⚫Also, there’s a (small) risk of wasting your time
trying to work through someone who claims they
know the entertainer’s representation but really have
a distant (at best) relationship with them.

What’s the role of a celebrity

event management company?
⚫ The job of a celebrity event manager can best be
described as event management on steroids. It’s
everything event organizers are used to, but much
bigger and much more expensive.
⚫ As with a regular event manager, a celebrity event
manager has to…
⚫ Communicate with a wide range of people
⚫ Handle marketing and publicity
⚫ Organize logistics
⚫ Negotiate with venues and vendors
⚫ Manage security and risk assessment
⚫ Make sure everything is done with the strictest
confidentiality

MC’s AND ENTERTAINMENT

They Set the Tone
⚫ A good MC sets the tone of a corporate entertainment event by bringing enthusiasm and
energy. Their aim is to welcome the audience and captivate them, guiding them on a journey
from the start through to the end of the event. The MC’s main responsibilities include
welcoming guests, introducing speakers and interacting with audience members. As expert
speakers, they are responsible for creating and maintaining an atmosphere that is suited to
your particular event. Black Tie event? A good MC will come across as polished and
professional, but also engaging. More relaxed corporate event? Your MC should be warm,
inclusive, and offer some light hearted moments. Their personality and delivery-style should
ultimately create a connection with your audience, making them feel at ease and an integral
part of the event.
They Keep the Event Running on Time
⚫ Most functions need to run on a tight schedule, which is why it is beneficial to hire an MC to
keep your corporate entertainment event running smoothly. An experienced host is able to
maintain the flow and pace of an event while keeping the crowds entertained and enthused.
They also guarantee seamless transitions between segments. Should your event result in a
delay or unexpected hitch, your MC can work with you to rearrange the running order and get
the event back on track – often without your guests suspecting there were any disruptions.
They Provide Entertainment

⚫ Yes, it is essential for an MC to be timely and professional, but ultimately, they are there to
ensure a corporate entertainment event is both lively and enjoyable. From jokes to
anecdotes – and sometimes even other skills, like singing or magic tricks – an MC knows
how to keep audience members engaged. To make your event truly entertaining, why not
hire our RUSH DJ, Scott.

Occasions You Should Hire a Master
of Ceremonies
Incentive & Awards Night
⚫ Celebration is at the heart of incentive events and
awards nights. Rewarding employees or industry
members calls for a ‘Wow!’ factor, and the choice of
MC should reflect this.
⚫ The event host entertains the crowd with
appropriate jokes, insights and commentary. Their
personality and delivery style helps create an
uplifting, celebratory tone that resonates well with
the audience.
⚫ Awards nights can drag on if not punctuated by short
breaks to keep the audience engaged and
energized. It can be very difficult to rein in a crowd
that has disengaged and switched off.
⚫ The MC plays a very important role in creating ‘light
relief’ from the main proceedings, with humor,
anecdotes and audience interaction.
Industry Conference
⚫ Industry conferences are usually educational in
nature, and often include interactive sessions
with discussion, debate and consultation
between a panel of expert speakers.
⚫ In this scenario, the MC doesn’t need to have
high celebrity status, but they will need good
industry knowledge and polished facilitation
skills.
Product Launch
⚫ A professional MC can lend credibility to a new
product launch, whether it’s a business-to-business or
business-to-consumer product. They may not need to
have high-profile celebrity status.
⚫ A recognized industry leader – who of course has
fundamental event hosting skills – can be a very
attractive draw card for potential customers to
attend your event.
⚫ As a trusted industry expert, the MC can help
reinforce the need for the product and endorse its
use over others. This aligns with the corporate
objectives to maximize product awareness and
sales, and fits with the audience desire to learn about
a new product.

Special Event
⚫ Corporate Christmas parties and Melbourne
Cup events fall into the category of special
events.
⚫ Your target audience and budget will determine
the choice of MC, who needs to be skilled at
both entertaining and event hosting.
Charity Gala Dinner
⚫ Fundraising is the primary objective of Charity
Gala events, usually held at a prestigious venue
with a formal dress code. ⚫
Ticket prices are
relatively high, making a higher-profile celebrity a
good choice for MC.
⚫ The MC needs to be a draw card for the
audience to maximize ticket sales and fill the
venue with guests ready to open their wallets.

EVENT
MANAGEMENT
UNIT 4: OUTDOOR EVENT
MANAGEMENT
GRDIM, Coimbatore.
OUTDOOR EVENTS
⚫ a music festival
⚫ a fair or market day with musical performers
⚫ a food and wine festival with jazz or bands
⚫ a dance performance
⚫ a cultural day with kapa haka groups and ethnic
cultural music and dance from all over the world!
⚫ a parade or sports event
⚫ an A&P show
⚫ the sound for outdoor cinema (e.g Silo Cinema
at Silo Park) ⚫ a garden party with music and
entertainment
⚫ a wedding
Coimbatore
Here are a few important factors you’ll

need to consider if organizing an outdoor
event:
1. Make sure your event will work in an outdoor setting
Not every event will work out-of-doors. If you’re running a
technology or engineering conference, for example, then
you’re probably better off booking a convention center.
Before committing to running an event outside, consider
the core function and main objectives of your event. If
even one or two of your objectives can’t be accomplished,
don’t go outside.
2. Ensure there’s a suitable venue (and get the proper
permits) Once you’re certain your event can actually be
run outside, you’ll next want to track down a suitable
venue. There should be plenty of parks and outdoor
concert halls in your city that you can make use. Exactly
as you would with an indoor facility, work with site
management and understand the capacity, amenities and
activities each outdoor facility can properly handle.
Once you have chosen your venue set out to acquire the
proper permits. Failure to do this is a surefire way to get
your event shut down.
3. Pay attention to the weather – and have a backup plan
Since your event’s being run outside, it’s absolutely critical that you
plan for inclement weather and monitor weather reports as event day
approaches.
⚫ Determine well in advance your “rain day” strategy: can you easily
move your event inside, will portable pavilions provide sufficient
coverage, will you have tents setup rain or shine, will you postpone or
cancel your event. The answers to these questions will inform many
other planning decisions.
⚫ Know your cost liabilities, insurance options and contract details in the
event that inclement weather leads to cancelation or damages; this
relates to equipment and venue rental, catering services, security, etc.
4. Don’t forget your equipment
Just because you’re running things outdoors doesn’t necessarily mean
you won’t need equipment. Running things outdoors makes it a little
more complicated, but it is likely you still require lighting, sound
systems, other such electronics and maybe even Wi-Fi
access. Your venue may have a portable generator or you might invest
in one. ⚫ Hint: extension cords, duck tape and synch cords are an
outdoor event planners best friend; keep paths in mind when laying down
wires, and pay attention to power stations.
⚫ 5. Keep your guests comfortable

Sometimes, you might host an outdoor event at a

facility specifically designed for just such an
occasion. If so, that’s great! One of the hardest
parts of your job is taken care of! Otherwise, well…
you’ve got a bit of work ahead of you.
⚫ You need to see to amenities such as seating and
tables, lighting (if an evening event) and, most
importantly, outhouses and sanitation facilities.
Consider if natural shade available, or electric fans
are another idea. You’re also going to want to keep a
steady supply of drinking water and food available.
This tidbit might not cross your mind, but it’s worth
checking the pest control status of the area. A beach
wedding with Horseflies is no fun!
⚫ Another hint: hand wipes and sanitizer, sunscreen
and bug spray, light blankets and a first aid kit may
come in handy.

CONCERTS
⚫ A concert is a live music performance in front
of an audience.[1]The performance may be by a
single musician, sometimes then called a
recital, or by a musical ensemble, such as an
orchestra, choir, or band. Concerts are held in a
wide variety and size of settings, from private
houses and small nightclubs, dedicated concert
halls, amphitheatres and parks, to large
multipurpose buildings, such as arenas and
stadiums. Indoor concerts held in the largest
venues are sometimes called arena concerts or
amphitheatre concerts. Informal names for a
concert include show and gig.

Types
Recital
⚫ "Recital" redirects here. For other uses, see Recital (disambiguation).
⚫ A recital is a concert by a soloist or small group which follows a program. It can highlight a single performer,
sometimes accompanied by piano, or a performance of the works of a single composer, or a single
instrument (organ recital). The invention of the solo piano recital has been attributed to Franz Liszt.[4] Also,
a recital may have many participants, as for a dance recital. A dance recital is a presentation of
choreographed moves for an audience, usually in an established performing arts venue, possibly
competitively. Some dance recitals are seasonal.
Theatrical
⚫ A theatrical concert by Madonna in 1990
⚫ Some performers or groups put on very elaborate and expensive shows. To create a memorable and exciting
atmosphere and increase the spectacle, performers frequently include additional entertainment devices.
These can include elaborate stage lighting, electronic imagery via (IMAG) system and/or pre-recorded
video, inflatable sets, artwork or other set pieces, various special effects such as theatrical smoke and fog
and pyrotechnics, and unusual costumes or wardrobe. Some singers, especially popular music, augment
concert sound with pre-recorded accompaniment, back-up dancers, and even broadcast vocal tracks of the
singer's own voice. Activities during these concerts can include dancing, sing-alongs, and moshing.
Classical
⚫ Classical concerts embody two different styles of classical music — orchestral and choral. They are
performed by a plethora of different groups in concert halls or other performing art venues. For orchestra,
depending on the number of performers and the instruments used, concerts include chamber music,
chamber orchestra, or symphony orchestra. Chamber orchestra is a small-scale orchestra containing
between ten and forty members, mostly string instruments, and likely led by a conductor. Symphony
orchestra, on the other hand, is a large-scale orchestra that can have up to eighty or more members, which
is led by a conductor and is performed with instruments such as strings, woodwinds, brass instruments, and
percussion.[5] For choral style pieces, concerts include Choral music, Opera, and musical theater. Each
encompassing a variety of singers who are organized by a conductor or director.[6]

Venues
⚫ There are a wide variety of concert venues that can range in
size, location, and the type of music that is hosted at that
particular venue. A concert hall is a concert venue which hosts
mainly classical music such as a symphony, and they are often
a part of a larger performing arts center. One of the most famous
concert halls is Royal Albert Hall located in the United Kingdom.
This venue hosts a wide variety of genres of music from
classical concerts to pop concerts. An amphitheater is an
uncovered circular or oval-shaped venue with tiers of seats
surrounding the stage. Amphitheaters such as the well-known
Red Rocks Amphitheatre,[7] located in Colorado, hosts mainly
rock and pop concerts. Rock and pop concerts, however, are
mainly held in sports stadiums and arenas such as Madison
Square Garden because of the tendency for these stadiums to
have a larger capacity.
⚫ After the outbreak of coronavirus (COVID-19), there are a lot
of online concert venues to support artist. Some are live
streamed like Jambase and others are pre-recorded and paid.
Riffbook.org as The Hindu [8] says is one of the first such
websites to come out of India to support independent artists.
There are many such across the world.

Formats
Festivals
⚫ Donauinselfest is the world's largest music festival according to Guinness World
Records ⚫ Concerts involving a greater number of artists, especially those that last
for multiple days, are known as festivals. Unlike other concerts, which typically
remain in a single genre of music or work of a particular artist, festivals often cover
a broad scope of music and arts. Due to their size, festivals are almost exclusively
held outdoors. New platforms for festivals are becoming increasingly popular such
as Jam Cruise, which is a festival held on a cruise ship, as well as Mayan Holidaze,
which is a destination festival held in Tulum.
Tour
⚫ A concert tour is a series of concerts by an artist or group of artists in different
cities, countries or locations. Often concert tours are named, to differentiate
different tours by the same artist and associate a specific tour with a particular
album or product (for example Ariana Grande: Sweetener World Tour).
Especially in the popular music world, such tours can become large-scale
enterprises that last for several months or even years, are seen by hundreds of
thousands or millions of people, and bring in millions of dollars (or the
equivalent) in ticket revenues.
Residency
⚫ A concert residency [9] or musical residency[10] is a series of live music concerts
similar to a concert tour, but only performed at one location.

Revenue and attendance

⚫ While admission to some concerts is free, it is common practice to charge money
for concerts by selling admission tickets. Before the advent of recorded-music
sales and mechanical royalties in the early 20th century, concerts were the
primary source of revenue for musicians. Revenue from ticket sales typically
goes to the performing artists, producers, venue, organizers and the brokers. In
the case of benefit concerts, a portion of profits often go towards a charitable
organization.
⚫ Additional revenue is also often raised through in-concert advertising, from free
local concerts for local sponsorships to sponsorships from corporations during
major tours e.g. 2009's "Vans' Warped Tour Presented by AT&T". Both Vans
and AT&T would have paid significant amounts to have their company names
included at the forefront in all marketing material for the Warped Tour.
⚫ Concessions and merchandise are also often sold during and after concerts;
often by the venue in the case of the former, and by the performing band or artist in
the case of the latter. ⚫ As of 2017, Italian singer Vasco Rossi holds the record
[11]
for the biggest attendance of a ticketed concert with a total of 220,000 tickets sold
for his show at Enzo Ferrari Park, Modena, Italy on 1 July 2017.[12][13]The record
was previously held by Paul McCartney's 1990 concert with a paying audience of
185,000 in Maracanã Stadium, Rio de Janeiro.[14] Rod Stewart also holds the record
for the biggest attendance in a free concert, with an estimated audience of 3.5
million during his 1994 New Year's Eve concert in Copacabana Beach, Rio de
Janeiro.[15]

LOGISTICS
Before the event: Logistics that set

the stage
1. Clarify your event goals and your event value proposition ⚫ Your
event goals are the things your business or client wants to achieve by the
end of the event. It could be team building, building excitement around a
new product, or raising funds for a non-profit organization.
⚫ An event value proposition focuses on the attendee experience, so that
your event aligns with their top needs and interests. The EVP
essentially clarifies the goals of your guests, whether they want to
enjoy the headlining acoustic band, learn something new, or meet
interesting peers in their industry.
⚫ All decisions, including logistics, should flow from these goals. Ways in
which your event goals and EVP can help guide your logistics choices:
⚫ If your event goal is hands-on time with a new product, you’ll make
sure your the temporary stage vendor provides multiple stairways and
ramps to facilitate crowd flow.⚫ For a large event featuring a string
quartet, logistics should involve the setup of a sound system that allows
every guest to enjoy the music at a comfortable decibel. ⚫ For a college
symposium that starts with seminars in one building and is followed by a
reception across campus, logistics will involve golf carts for people with
mobility issues and older guests.
2. Create an event planning timeline

⚫ Keep your event logistic requirements on track
with a detailed event planning timeline. This
timeline should include key dates and tasks, from
early planning meetings to venue research to
contracting with vendors, such as furniture rental
companies and catering companies. Share the
timeline with your team and have them add tasks
to ensure nothing is skipped.
3. Consider logistics in your

venue choice
⚫ For obvious reasons, logistics depend heavily
on location. Examples of when event logistics
should influence venue sourcing:
⚫ 50th wedding anniversary – Many of the guests will
likely be older. Choose a facility that doesn’t require
much stair climbing. ⚫
Large-scale outdoor event
–The venue may have a beautiful expanse of land, but
look for another location if the local roadways can’t
manage the traffic.
⚫ Company team-building weekend –The hotel
and event rooms are a distance from regional
tourist attractions. Choose a closer venue or
organize bus outings for employees.

4. Assign team members to

key logistics tasks
⚫ Every member of your team should have logistics
assignments. Some critical logistics tasks:
⚫ Check venue door measurements to ensure
vendors can get inside.
⚫ Rent rope barriers for check-in guest flow.
⚫ Scout the ideal locations for event signage.
⚫ Clarify delivery door protocols with the venue.
⚫ Create a car traffic management plan and
train attendants. ⚫ Double-check ADA
compliance and accessibility. ⚫ Confirm travel
arrangements for guest speakers and VIPs. ⚫ If
you’re a one-person operation, use your event
planning
checklist and calendar to make sure you hit all the
key logistics touchpoints.
5. Spend time creating clear signage

⚫ Without clear signage in the right locations,
guests can get confused at events and even
cause delays in celebrations, performances, or
meetings. At difficult to find venues, post signs
on roadways leading to the property. Also use
outdoor signs to guide guests to parking lots
and the event entrance. Inside, create clear
signs that direct attendees everywhere they
need to go during the event, including the
check-in desk, bathrooms, meeting spaces,
presenter booths, and the ballroom.

6. Clarify logistics expectations

with every vendor
⚫ Each venue will have its own logistics routine.
There may be set equipment loading and
unloading times, requirements to use moving
blankets to prevent wall scuffs, temporary ramps
for large equipment, and more. Though many
vendors will already be familiar with the venue or
do the research themselves, don’t leave this to
chance. Find out the venue expectations and
rules for every stage of the event—and pass this
information on to your vendors.

7. Customer service training
⚫ Everyone on your team should be able to
manage attendee complaints, confusion, and
even frustration. The ability to handle these
situations with patience can prevent event log
jams during check-in and at any point during the
event.
⚫ Rare quiet moments are a good time to work on
customer service training. Practice greeting and
guiding guests and roll play how your team will
manage common problems, such as angry
attendees or a late start to a panel discussion.
8. Read reviews of vendors

⚫ You can find reviews for most companies in online review
forums. Sites to check include Google Reviews, Yelp,
Business.com, TrustPilot, Angie’s List, and The Better
Business Bureau. Best practices for reading reviews:
⚫ Check the number of reviews; a larger number is more
informative. ⚫
Check as many sites as you can; it’s
telling if the number of stars or negative reviews is
consistent across sites.
⚫ For larger companies, check employee review sites like
LinkedIn or Glassdoor—these can illuminate chronic internal
problems. ⚫
Read the reviews, don’t just look at the stars.
You may find tidbits that matter to you, both positive and
negative. Here you’ll uncover the small company that
checks-in regularly in the lead-up to the event day, or a
large company that doesn’t seem to staff adequately.

9. Event space walkthroughs

⚫ If you’re planning an event at a new venue, you or a
team member should see the property first-hand. Things
to look out for during your walkthrough:
⚫ Disorganized valet parking. You may need to hire an
outside vendor. ⚫
ADA compliance. If there are many
guests with disabilities and only one a single-rider
handicapped elevator, a temporary ramp can help attendees
enjoy the event faster.
⚫ Are there adequate power sources for A/V setup in every
event room. ⚫ WiFi and cell service. Is it powerful enough
for the event’s needs? You’ll need flawless connections if
your event includes instant audience polling or live
streaming.
⚫ Sightlines and throughways. Double-check that
attendees can move freely in every space and that
emergency exits are clear.

10. Create a day-of

communication plan.
⚫ This must be established beforehand, or it’ll
be chaos on event day. Establish the chain of
command among team members, clarifying
the types of problems that should be handled
on the spot, whenever possible, and those that
require event manager involvement.
⚫ Have multiple communication tools, such as
walkie-talkies, cell-phones, and even hand
signals. You should have secondary options in
case there are issues with one mode of
communication, such as a sudden slow-down in
cell service.

Pre-event logistics tools you need:

1. Automated to-do reminders. Set alerts within your
event planning software to remind you of essential
logistics tasks, such as signing final contracts with the
tent company and reviewing venue bump in and
bump out rules with vendors.
2. Shareable event planning tool. Keep the entire
team on the same page whenever necessary. You
can share the most up-to-date event layout,
essential contacts, and the guest list.
3. Event diagramming tool. An event layout tool helps
you plan your event flow and the location of elements
that impact logistics, such as podiums, temporary
stages, and buffet tables. Social Tables layout tool
lets you switch to a 3D view so you can conduct a
virtual walkthrough and spot sightline and crowd flow
issues.
11. Coordinate ‘bump in’ with

multiple vendors
⚫ Make the most of your event team’s time by
overlapping vendor arrivals—which you’ll already
have established. But a team member should be
assigned to ensure vendors understand the best
routes for equipment and supplies. This person
will be the go-between who lets the A/V vendor
know when the temporary stage is ready for them
to rig up the sound system.
12. Schedule time for a run-through

⚫ Things can easily slip through the cracks on event day, so
include a run
through of the event two hours before
start-time. Depending on the size of the event this can be
handled by one trusted team member or several. Things
to check before go-live:
⚫ Microphones. Are they working? Is the volume correct? ⚫
Video. Play planned slide presentations and videos to make
sure they are ready to go.
⚫ WiFi and cell service. Can people log in and share event
hashtags with ease?
⚫ Set up the ‘green room’ for speakers. Make sure the
bottled water and a few light snacks are available for
presenters.
⚫ Sightlines and audio. Make sure people can see and
hear, even from the back.
⚫ Trip hazards. Walkthrough looking specifically for cords
that should be taped down and temporary carpets that
need smoothing.
13. Assign a specific team member

to a troubleshooting role
⚫ Things will go wrong. A burner not lighting in
the kitchen? This could slow down dinner
service. A passable audience microphone out of
commission? This undermines planned
Q&A sessions. A broken chair at the panel
discussion table? This needs switching out
before VIPs arrive.
⚫ With a team member on troubleshooting duty,
and at the ready with their walkie talkie or cell
phone, these issues are resolved before minor
hiccups become major problems.

14. Make sure team members

are recognizable to attendees
⚫ Everyone working the event should be
recognizable to attendees. The event style will
guide how you make your team recognizable.
For conferences and company meetings,
brightly colored branded T-shirts are an
excellent way to stand out. At formal events,
dark suits or dresses with an understated
nametag is a good idea.
⚫ Security should also stand out, with either bright
T-shirts that with ‘security’ spelled out, or
uniforms.
Helpful day-of-event logistics tools

1. Guest check-in software. Keep attendee arrival
moving at a brisk pace, and identify the arrival of
your event VIPs with guest check-in software.
2. Meal management tools for special dietary
restrictions. Today, people have more dietary
restrictions and special diets than ever before. Social
Tables and other event software programs include
options to indicate which guests have special dietary
needs, and exactly where they are sitting.
3. Communication devices.As mentioned above, your
team needs a way to communicate especially at
large-scale events across large venues or in multiple
locations. Walkie talkies are the top choice because
they don’t depend on cell service, which can drop on
occasion.
Post-event: The logistics after

the guests are gone
Coimbatore
15. Schedule bump out, too

⚫ Just like you, most vendors don’t like to waste
time. But they’ll need to give each other room
to work as they bump out of the venue. Find
out in advance how long the process takes
each vendor. Before the event, let each vendor
know the loading dock or doorway they should
use during bump out, and let the venue
manager know so they can assign someone to
operate the lifts.
⚫ Simple requests can help. For example, ask
the catering company to clean and pack up
their gear completely before moving it outside
to give the table rental company time to clear
out the dining room quickly.
16. Remain on-site until the last

vendor has left
⚫ The behavior of your vendors reflects on your
event planning business. You or a team-member
should oversee the bump out so it moves along at
a reasonable pace and is done with
care. Things like leaving messes and stains, or
not putting things back in their place is
disrespectful and should be corrected. When the
work of vendors is exceptional, express your
appreciation. A final walkthrough after the event
with the venue manager is a good practice, so
you spot issues immediately.

17. Conduct a post-event debrief

and attendee surveys
⚫ It’s all too easy to charge onto the next event without taking a breather.
But take time to discuss the pros and cons of the event with your team
members while it’s still fresh. Also, communicate with your vendors to
see if they noticed things you did not.
⚫ Post-event surveys provide overall guest impressions of the
event, from where it exceeded their expectations to where it fell
short. Use event survey apps, such as SurveyMonkey or Wufoo, to
build simple, brief surveys. Questions to ask include:⚫ Did you
enjoy the event?
⚫ Was the event what you expected?
⚫ Did you learn things you’ll remember?
⚫ Did you like the food?
⚫ Did you know where to go next throughout the event?
⚫ The combination of post-event debriefs with your staff and guest
surveys should highlight problem areas. Use these insights to make
changes at future events. Slow lines at the swag table, for example,
may prompt a shift in your check-in table layout. Attendee confusion at
a conference may suggest the need for another concierge at similarly
sized events.

RISK MANAGEMENT
The importance of a risk

management plan
⚫ A risk management plan is an essential aspect of
planning any event. ⚫ A risk management plan identifies all
the potential risks that may arise from holding an event and
then lists the steps event organisers will take to reduce or
mitigate identified risks.
⚫ A risk can mean many things. For community events in
Moreland the main risks to consider are anything that
could:
⚫ cause harm to another person
⚫ cause damage to equipment, infrastructure or the
⚫
event site, or harm the future of the event organising
committee and event itself.⚫ Of course many risks are
out of the event organiser's control. In this
case it is important that the risk management plan details
who is responsible for coordinating the safety of every
person should something that is out of the control of the
event organiser occur.

First steps in assessing risks

⚫ A risk assessment should consider
⚫ existing risks of the site
⚫ risks the event creates, and
⚫ external risks that the event organiser has little
control over but may need to be managed at the
event.
⚫ There are some questions an event organiser
should ask themself when assessing risks of an
event. This is be no means exhaustive however
we hope it helps you get started.

A risk assessment of the event site
⚫ Will there be moving vehicles near the event site and could this pose a
risk to pedestrians? ⚫ Is there anything on the site that could become
dangerous if there is inclemant weather? ⚫ Is there a body of water on or
near the event site?
A risk assessment of the event and all proposed activities
⚫ Will there be a jumping castle or carnival rides at your event and how will the
safety of event guests be ensured when on or near rides?
⚫ Is there infrastructure being brought onto the event site? Who will ensure it is
safely secured? ⚫ Are you bringing vehicles on site and if so how will you manage
the safety of people who are setting up near vehicles?
A risk assessment of all external risks
⚫ In the event that an evacuation of the event site is required who is
responsible for ensuring all people are calmly and safely moved?
⚫ Are the likely guests at your event at a higher risk of requiring emergency
services? If so have you advised local emergency services.
⚫ Council's Cultural Events Officer can offer support in considering all potential risks
and will review your risk management plan before your event permit is approved.

A complete risk management process before the
event can include
⚫ The initial risk assessment
⚫ The developed Risk Control Plan
⚫ An Emergency Management Plan
⚫ Traffic Management Plan – where applicable
⚫ Waste Management Plan – where applicable
⚫ Site safety induction checklists – for staff working on
the event or site ⚫
It is important to remember that every
event is different and has different resources available.
⚫ The most important part of creating a risk management
plan is that you, the event organiser, can reduce possible
risks as much as possible and have thought about what
you would need to do in the event of an emergency during
your event.

MARKETING
⚫ Event marketing seems an alluring opportunity for
your business, right? Just in case you are still on the
fence, we’ve found some more reasons to take
advantage of this marketing channel:
⚫ 52% of business owners claim that event
marketing as the marketing channel that
drives the most ROI;
⚫ 47% of marketers say that events are a highly
efficient way to engage with customers and
prospects;
⚫ 41% of business representatives think event
marketing is a more effective channel than content
and email marketing combined; ⚫ Over-performing
companies spend 1.7x the average marketing budget
on live events;
⚫ Companies that experience over 30% growth have
been increasing their event activity the most.

5 Event Marketing Strategies and

Ideas
⚫ Build a high-converting
landing page ⚫ Promote
events on social media ⚫ Take
advantage of FOMO
⚫ Encourage user-generated
content ⚫ Engage attendees with
email automation

SPONSORSHIP
1. It’s personal.
⚫ Nowadays, a growing number of companies are reallocating
their advertising budget towards event sponsorship to connect
with prospects and customers in a more personal way.
2. It’s cost-efficient.
⚫ For a relatively minor financial outlay, the right event
partnerships have great potential for customer reach,
influence and engagement which means more bang for your
buck compared to traditional forms of advertising.
3. It’s seamless.
⚫ The right event partnership can seamlessly integrate your
brand message into the event’s theme and content. Your
message is delivered in a harmonious way, unlike ads that are
sometimes annoying and intrusive.

What makes an Event

Sponsorship valuable?
1. Brand Interaction
⚫ Aside from the visibility and awareness, events are an opportunity for brands to directly
interact with prospects or current customers. It lets you connect with your audience in a
meaningful way.
2. Attendee Data
⚫ The database of highly qualified prospects from the attendee list is worth its weight in gold.
Events are a terrific platform for advancing your brand message and staying connected
with your fresh targets.
3. Media Exposure
⚫ High-profile events featuring VIP attendees and speakers get ample media coverage.
Sponsoring such events can give your brand free media exposure.
4. Direct Engagement
⚫ Small events are not to be dismissed. As a sponsor, your brand will likely get better quality
engagements with a niche group of prospects.
5. Brand prestige
⚫ Industry influencers, top executives, VIPs attending or speaking at events have interests
that may align with your business. Sponsoring the right events will open doors for lucrative
opportunities and lend some level of brand prestige by association.
What are the types of

Events Sponsorship
Packages?
1. Sponsored Installations
⚫ High-impact visual installations that promote your brand can draw and engage event
attendees and capture an Instagrammable moment.
2. Sponsored Digital Experiences

⚫ Events can deliver the full suite of branded digital experiences from web pages and
social shares to video live streams and virtual reality tours.
3. Sponsored Lounges
⚫ Dress up a corner at the venue with your brand where attendees can relax and casually
mix, enjoy free wi-fi and re-charge their devices.
4. Sponsored Food and Drink

⚫ From logos on edibles and drinks to fresh meals in pop-up restaurants, attendees love any
kind of brand activation around food at events.
5. Sponsored Sessions
⚫ Sponsored speaker sessions, 1-1 consults, panel discussions are the best ways of
engaging and connecting with attendees. It also raises a brand’s reputation as an
industry thought-leader.

What do you need to know

before becoming an Event
Sponsor?
1. Event Theme and Content
⚫ Assess the following event information to check for relevance with your
brand objectives. ⚫ What is the event about? When and where?
⚫ What is the vision, inspiration and purpose of the event?
⚫ What subjects will the event cover?
⚫ Who are the key personalities featured at the event?
⚫ What are the unique highlights and features that will set it apart from
other events? ⚫ Who should attend?
⚫ What are the key benefits of attending?
2. Event Success Metrics
⚫ Ask for the following event data to assess how an organiser’s events
performed in the past:⚫ The total number of attendees at the event vs
registrants
⚫ The number of leads and/or meetings each sponsor received
⚫ The number of attendees for sponsored sessions or workshops
⚫ The number of in-app impressions (mobile event app)
⚫ The number of social media impressions on the days leading up to, during
and after the event ⚫ Attendee testimonials and reviews
⚫ Sponsor testimonials and reviews

3. Attendee Profile
⚫ Check for the attendee profile of the event to assess how they match with
your target market. ⚫
What are the demographics? – occupation,
socio-economic status, age, gender, etc. ⚫
What are their key interests and
aspirations?
⚫ What industries, affiliations, etc. are being represented by the attendees?
⚫
4. Sponsor Package
⚫ Here are a few basic points for determining the value of the event
sponsorship package and compare these with what you would normally
spend on traditional advertising.⚫Cost of the physical brand exposure
⚫ Cost of the online brand exposure including reach and frequency
⚫ The estimated number of audiences that will be exposed to your brand
⚫ The estimated cost of customer impacts – event features like sessions,
announcements, demonstrations, video showcase, moments at the event
where attendees are confronted with your brand message
⚫ The estimated cost of media exposure that the event sponsors will receive
EVENT
MANAGEMENT
UNIT 5: CELEBRITY EVENT
MANAGEMENT
GRDIM, Coimbatore.
CELEBRITY EVENTS
What’s the role of a celebrity

event management company?
⚫ The job of a celebrity event manager can best be
described as event management on steroids. It’s
everything event organisers are used to, but much
bigger and much more expensive.
⚫ As with a regular event manager, a celebrity event
manager has to…
⚫ Communicate with a wide range of people
⚫ Handle marketing and publicity
⚫ Organise logistics
⚫ Negotiate with venues and vendors
⚫ Manage security and risk assessment
⚫ Make sure everything is done with the strictest
confidentiality
FASHION SHOWS
⚫ A fashion show (French défilé de mode) is an event put on by
a fashion designer to showcase their upcoming line of clothing
and/or accessories during Fashion Week. Fashion shows debut
every season, particularly the Spring/Summer and Fall/Winter
seasons. This is where the latest fashion trends are made. The
two most influential fashion weeks are Paris Fashion Week and
New York Fashion Week, which are both semiannual events.
The Milan, London and Berlin fashion weeks are also of global
importance.[1][2]
⚫ In a typical fashion show, models walk the catwalk dressed in
the clothing created by the designer. Clothing is illuminated on
the runway using various forms of lighting and special effects.
The order in which each model walks out wearing a specific
outfit, is usually planned in accordance to the statement that
the designer wants to make about their collection. It is then up
to the audience to not only try to understand what the designer
is trying to say, but to also visually deconstruct each outfit and
try to appreciate the detail and craftsmanship of every single
piece.

NATIONAL FESTIVALS
⚫ They say we should celebrate life, not just festivals. Well,
in a country like India, life is synonymous with festivals
because there are more fiestas than you can count, and
each of these mirrors our culture and traditions. Breaking
the humdrum of daily routine, these festivals bring with
them a wave of excitement and happiness. Interestingly,
almost every big and small occasion in India calls for a
celebration. Be it the arrival of spring, harvesting of crops
or something else, you will never run of out reasons and
seasons to celebrate. Experiencing the festive spirit of the
country is akin to celebrating life, speckled with an ample
dose of colors, music, dance, folk songs, food, and friends,
all rolled into a wholesome package offering absolute
gratification.
⚫ Each festival in India has an essence and flavor of its own
that you need to experience first-hand. We bring to you a
hand-picked list of the most popular, vibrant and widely
celebrated festivals of India that reflect the cultural beauty
of this country.

Most Popular National Festivals

of India
⚫ Diwali
⚫ Pongal
⚫ Holi
⚫ Navratri
⚫ Durga Puja
⚫ Dussehra
⚫ Janmashtami
⚫ Ganesh
Chaturthi ⚫
Eid-ul-Fitr
⚫ Christmas
⚫ Maha
Shivratri ⚫
Rakshabandha
n ⚫ Onam
⚫ Baisakhi
⚫ Gurpurab
⚫ Makar
Sankranti ⚫
Easter
⚫ Hemis
⚫ Chhath
Puja ⚫
Gangaur
⚫ Hornbill
Festival ⚫ Saga
Dawa
⚫ Dree
Festival ⚫
Lui-Ngai-Ni
⚫ Moatsu Mong
HIGH PROFILE CHARITY EVENTS

Coimbatore
Curate an Art Show
⚫ Come up with a theme that relates to your
fundraiser that people can explore through art.
⚫ Put out a call for submissions from local artists to
create a new piece for that theme. They’ll either
donate their work, or be charged a small fee to
participate. Then, put on a show. Find a nice space to
display the work for a few weeks. Throw an opening
reception, then you can either be like a museum and
sell tickets to see the show, or more like a gallery
where people can buy the work at the end of the
exhibition. (Or both!)
⚫ An auction can also work as a closing event. There’s
a wide variety of opportunities to raise funds here.

Behind-the-Scenes Tours
⚫ Give people a peek behind-the-scenes by selling
tickets for tours of local institutions not typically
open to the public.
⚫ Some classic options are things like historical
buildings, breweries, or factories, but also try thinking
outside the box. Is there a theater where you can go
backstage? An inventive company where you can
see how people come up with new ideas? A park
where this time you don’t necessarily have to keep to
the path?
⚫ If there are a handful of places you think people are
curious about, try making a whole festival out of it
where you sell weekend passes to make the rounds
in addition to individual tours.
A Mentorship Auction
⚫ Yes, auctions were listed as a kind of event
donors might be weary of, but their attention will
be piqued if you’re offering them something other
than gift certificates and spa days.
⚫ Find a group of people who are willing to
volunteer their time and expertise to the highest
bidder. A CEO can donate a one-on-one
business seminar, an author can do a personal
writing workshop, a carpenter can teach you how
to build a table.
⚫ Unique experiences and knowledge are even
more valuable than trinkets, especially for the
donor crowd.

Reverse-Salary Day
⚫ Asking people to pay to work for a day might sound a
little crazy, but for certain fundraisers it just might be a
perfect fit. ⚫
There are a lot of jobs that may feel like
just another day at the office to the people who work
them, but have people on the outside wishing they
could experience what it’s like. Rather than simply
signing a check, donors may want to actually participate
in making something happen. Think about what’s
special about what you’re fundraising for, and present it
as a once-in-a-lifetime opportunity to get involved.
Maybe they can help build something, grow something,
take care of animals. Maybe they can teach, or do a
ride-along, or join in on some kind of excursion.
⚫ Think of it as simply a private version of a
behind-the-scenes tour in hyperdrive.

Truth or Dare
⚫ Gather a group of people. Each person picks three Truths
and three Dares, and chooses the amount of money
they’d need to raise to do each one.
⚫ Let’s say one person will shave their beloved mustache
off if $100 is raised, they’ll shave their mustache and their
head if $300 is raised, and they’ll shave their mustache
and head and eyebrows if $500 is raised. What’s at stake
is posted somewhere publically, online, or distributed
through flyers, and people will pledge money toward which
Truths and which Dares they most want to see happen.
Throw a celebratory event where all the Truths that were
successfully bought are told on stage, and all the Dares
are done for the crowd.
⚫ This is especially effective for fundraisers where the
donors will already know the people participating. Scoring
celebrity involvement is even better for high-end charity
events.

After-Hours Event at the Museum
⚫ Take a page out of the Museum of Natural
History’s book and partner with a museum or
cultural institution to throw an exclusive
after-hours party.
⚫ Your event doesn’t have to be on the same level as
their annual black-tie gala to be a hit. Work with an
institution that relates to what you’re fundraising for
or that the audience you’re trying to reach would be
interested in, and think of themed dinners, parties,
concerts, or special tours of the museum or current
exhibitions that would pique your guests’ interest.
You can sell different ticket levels so that some
guests can attend a dinner while VIP guests get
access to other programming.

Host a Film Festival
⚫ Curate a special film festival that relates to the
cause you’re working for.
⚫ Try to have a mix of movies guests would likely be
familiar with and more indie work that can be billed as
an exclusive opportunity to be able to see. Organize
additional programming like Q&A sessions with
directors, writers, or actors after a screening, or
thematic panels in between films. Roll out the red
carpet to make it feel like an extra special event, and
throw a closing night party.
⚫ Tickets can be sold on an individual basis in
addition to day or weekend passes that grant you
unlimited access to everything.

LIASING WITH AGENTS

Liaison officer responsibilities and skills
⚫ acting as contact points for all agency or
organizational personnel; ⚫
keeping lists of the
agencies or personnel representing the person, agency
or organization;
⚫ facilitating meetings and cooperation among people,
agencies and organizations;
⚫ identifying problems in communications among
these groups; ⚫ collaborating and communicating with
necessary constituents and the public; and
⚫ conducting post-mortems when an incident is
wrapped up.

CLIENT BRIEFINGS
⚫ A client brief is essentially a recorded document that helps
in guiding and animating any project. The client brief,
written by a client, explains the ins and outs of a project to
the agency who’ll be working on it. It acts as a blueprint
for your project that helps synchronize all stakeholders
involved in the project and bring cohesiveness to the
group.
⚫ The aim of a client brief is to convey what business
problem they need help with, describe their overall brand
persona, and define the end result they expect. This
document thus, aligns all contributors with the project
requirements, expectations, and overall strategy.
⚫ Since the client may not have enough experience with
creating such documents, agencies often help out the
client to understand and describe their problems
effectively. It is a collaboration between 2 parties
joining hands to successfully deliver a project.
⚫ 1. Removes Ambiguity
⚫ 2. Leads to Better
Output ⚫
3. Saves Time
and Headaches!

Write the Perfect Client Brief with

these Steps:
Once you are clear about your objectives and
goals and are ready to begin writing the brief,
use the following steps to guide you:
⚫ Describe your brand
⚫ Overview of the challenges and objectives
⚫ Describe the target market
⚫ Analyze the competitive landscape
⚫ Offer a brief distribution plan
⚫ Share the brief with team members

PAPARAZZI & ENTOURAGES

⚫ Adrian spoke about his recent documentary,
Teenage Paparazzo, which documents the true
story of the relationship between a 14-year-old
paparazzo named Austin Visschedyk and Adrian –
and the relationship between celebrities and the
paparazzi in general. The film explores the perks
and consequences of media exposure and
provides an intimate look at the paparazzi and
celebrity culture.

1. You are not part of a Lost Generation
2. Take advantage of the tools available to you
3. But keep in mind that technology has its
limitations 4. Create your own opportunities
5. Put ideas on a pedestal, not people
6. Balance your media diet


Event Management

Uploaded by

Copyright:

Available Formats

Event Management

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Event Management

Uploaded by

Copyright:

Available Formats

EVENT

Dr.Subhashini Durai, Assistant

Trade Shows / Exhibitions

Dr.Subhashini Durai, Assistant

Awards / Gala Dinners

Dr.Subhashini Durai, Assistant

Dr.Subhashini Durai, Assistant

AGM / Company Meetings

Dr.Subhashini Durai, Assistant