● An event can be described as a public assembly
for the purpose of celebration, education,
marketing or reunion. Events can be classified on
the basis of their size, type and context,
● Formal/Corporate Events- Conferences,Product
● Informal/Personal Events- Wedding,Birthday
Party,Festivals Gathering,Family Gathering
● Educational Events- Career fair, Seminars,
● Social Events- Charitable Events
(Udaan, Discovering Hope)
● Event management is the process of
analyzing,planning,marketing, producing and
evaluating an event.
● It is a different way of promoting a product,
service or idea.
● If an event is managed efficiently and
effectively, it can be used as a very powerful
promotional tool to launch or market a
product or service.
● Event Management requires certain core
values to be deployed to every element,
process and decision to justify professional
approach and achieve effective and efficient
7. SWOT Analysis In Event Planning
❏ Products/ Services Research - If you are organizing a
corporate event then it is necessary for you as an event
manager to do research of the products/ services
promoted and sold by your corporate client.
❏ Find out how the company promotes its products
❏ How the company wants to build/ enhance the image
associated with its product (also known as the brand
❏ What is the market value and market share of he
company and its product?
❏ Who are the customers of the product?
❏ What are the features of the product?
❏ What are the advantages and disadvantages of the
product in comparison to competitors’ products?
All this research will later help us in making an efficient
promotional campaign for corporate events.
8. SWOT Analysis
It is a strategic planning tool which is used to identify and
analyze the strengths, weaknesses, opportunities and threats
involved in your project. SWOT analysis can also be done on
These are the attributes of your project/organization which
are helpful in achieving projects objectives. For e.g.:
experienced event team, high motivation level, excellent PR,
good market share etc.
These are those attributes of your project/organization which
are harmful in achieving projects objectives. For eg.: social
loafing, lack of funds, inexperienced event team, low energy
level, lack of media and corporate contacts etc.
9. SWOT Analysis
These are those external factors which are helpful in
achieving the project’s objectives. For eg.: little
competition, favorable economic conditions, support
from the local authorities, availability of the state of the
art infrastructure etc.
These are those external factors which are harmful in
achieving the project’s objectives. For eg.: high
competition, little or no support from local authorities,
bad weather, poor infrastructure, high labour rate,
unavailability of raw material etc. It is very important that
you conduct SWOT analysis before developing an event
plan to develop a strategy which maximizes the potential
of strengths and opportunities of your project and at the
same time, minimizes the impact of the weaknesses and
10. ● After conducting market, competitors, product/service research and SWOT analysis, create a
report which contains details of all the research work done by you.
● Documentation of your research work is important, Later for event evaluation. Your analysis
report will also help you in getting sponsorship for your event.
12. Events Planning - with 5 W’s Concept
We follow 5 ‘W’s (i.e. Why, What, When, Where, Who)
principle to create an event plan.
‘Why’ means, why you want to organize the event i.e.
event objective. What do you want to get from the event?
For e.g.: do you want to organize the event to enhance
your company’s brand image, to increase company’s
sales, to promote your client’s products/services or to
promote a social cause etc. Defining event objectives at
the very start of event planning is very important as it
gives you the direction in which you should proceed to
accomplish your objectives. Organizing an event without
clear objectives is a huge waste of both time and
13. ● WHAT
‘What’ means what you are going to do in the event i.e. what
will be the:
EVENT NAME What will be the name of the event? For
FOOD AND BEVERAGE MENU it contains the list of food
items and beverages you will serve during the event to guests
and target audience
GUESTS PROFILE who will be your chief guest and other
guests? Your guest list must include organizers, sponsors,
partners, clients and specially media people. Use your
imagination to create good titles to woo your guests. Like ‘
Guest of Honor’ , star guest etc. Never give special treatment
to one particular guest or guests’ group
TYPEOF ENTRY Decide how will be the entry. Entry will be by
ticket, pass or invitation only.
ENTRY FEES What will be the entry fees? If you are going to
charge entry fees, then be prepared to pay entertainment tax.
Your entry fees should be according to your target audience’s
status. If you overcharge you won’t get any audience.
14. PROMOTIONAL CAMPAIGN How you are going to promote your event, organizers, sponsors, partners
and clients:- pre-event, at-event and post-event.
PROGRAM MENU It is the list of various activities that will occur as a part of the event.
EVENT BUDGET to determine your event budget finds out what will be the cost for producing and
marketing the event.
15. ● WHEN
When you are going to organize the event (i.e. date and time)? Keep
following things in mind while selecting date and time for the event:
1. Select date and time according to target audience convenience
and availability For eg.: don’t organize events during work days,
examination days or festival times. The best time to organize
events is during weekends like saturday or sunday.
1. Make sure that your event’s date and time, don’t clash with other
event’s date and time specially bigger event’s date and time. For
e.g.: it is not a good idea to organize your music concert on a
day when there is Bon Jovi concert.
1. Keep climatic conditions into mind while selecting date and time
for your event. It can be disastrous to organize event outdoor on
a day when the weather is stormy or heavy rain is expected.
Here you can take help of your own experience if you are
familiar with the climatic conditions of the region where you
intend to organize the vent or you can take the help of the
meteorological department for the weather forecast. Find out
how the weather will be on the day of your event.
16. ● WHERE
Where you are going to organize the event (i.e. venue)?
Check out the venue selection tips.
Who will be your organizers, sponsors, partners, clients
and targets audience? How many target audience you
are expecting to visit the event and why? You must have
very good reason to this ‘Why’ as you will have to
convince your perspective organizers and sponsors that
why particular number of people will attend the vent.
17. Keep following things in mind while selecting a venue for your event:
1. Target Audience/ Guest Size
● This means the number of people you are expecting to attend your event.
Make sure that your venue can easily accommodate your expected target
● Your venue should not be too small or too large for your guests. If it is too
large then you will unnecessarily end up paying more for the venue.
● Get firm indications whether guests plan to attend your event by sending
R.S.V.P. clearly printed on the invitation. The term R.S.V.P is a french
acronym. Its meaning in English is ‘Please Respond’. If R.S.V.P is printed on
the invitation then the invited guest is expected to tell the host whether or not
he/she is attending the event.
● Since many people don’t understand the meaning of this term or don’t bother
to reply back, it is advisable to individually call and ask your guests about
there plan to attend the event. In this way you can get quite an accurate idea
of the guest size which will help you in deciding food and beverage quantities
● P.S: Here guest indicates to school and NGO responsible for kids who are
EVENT VENUE SELECTION
18. 2. Target Audience Convenience
Select venue according to target audience convenience. Your venue should not be very far from the
place where majority of your target audience live. Your venue should have proper lighting and
ventilation. It should not be in a noisy or polluted area. It should be absolutely neat and clean and
free from any type of infestation.
3. Venue History
Before hiring a venue check out the history of the venue. Find out how many events have been
organized in the venue so far. In this way you can find out whether or not venue and the staff there
is event friendly. This will help you immensely when you later organize event there as you will have
to do less amount of work in making the venue suitable for the event. If venue has noise ordinance
problems in the past like neighbours calling the cops to shut down the event, then it is not a good
idea to organize event there especially outdoor event.
19. 4. Venue Services
Before hiring a venue check out the number of services provided by the venue like:
Make sure venue has its own parking space . It should be big enough to accommodate your target
audience’s vehicles conveniently. If parking space is not adequate then look for other venue. Never
compromise on parking space especially if you are organizing event on a large scale.
Security of guests, services providers and target audience is very important issue which should never be
neglected or compromised at any cost. Make sure that your venue has adequate number of fire
extinguishers, fire alarms, emergency escape routes, sprinkler system (a system consist of overhead pipes
designed to control or extinguish fires), security personals, handicap ramps, security cameras, first aid kits
and power backup (like generator, inverter, UPS). Your venue must have separate entrance and exit gates
and it should not be more than 30 minutes away from the nearest hospital. If your venue is at a remote
location then presence of doctor and ambulance is a must. Also make sure your mobile phones properly
works there. If your mobile phone network area is weak there or doesn’t exist then you must have some
other modes of communication like satellite phone. For large scale events presence of firefighters, fire
engine, police, paramedical team with ambulance is a must.
21. EVENT MARKETING
Steps involved in creating a promotional campaign for your event
➢ STEP1: SETUP ADVERTISING OBJECTIVES
Why you want to advertise? What is your objective of advertising? What do you want to get through
advertising? For eg.:
● You want to advertise to create awareness about your event.
● You want to advertise to get sponsors and clients for your events.
● You want to advertise to thank you you sponsors and clients,
➢ STEP2: DECIDE YOUR PROMOTIONAL ACTIVITIES
How you are going to promote AIESEC, your organizers , your sponsors, your clients and your
partners, pre-event, at-event and post-event. Before I go any further, let’s get an idea of what is media
and what is media vehicle.
22. Media refers to various means of communications. Broadly speaking there are five categories
of media: Print, electronic, outdoor, transit and miscellaneous media. Print media includes:
newspapers, magazines, press releases, tickets, passes, invitations, banners, posters etc.
Electronic media includes TV, Radio, Internet, Telephone, electronic signage etc. Outdoor Media
includes Hoardings, Billboards, and Balloons etc. Transit Media includes promotion through cars,
cabs, buses, trucks, trains, planes etc. Miscellaneous media includes everything else like: events,
word of mouth publicity etc.
Media vehicle is a specific medium. For e.g. if ‘Internet’ is media, then MySpace, Facebook,
Twitter, Google, Yahoo etc. are media vehicles. If ‘TV’ is a media, then specific TV program like
‘celebrity apprentice’ is a media vehicle. Similarly if magazine is a media, then specific magazine
say ‘playboy’ is a media vehicle
How print media can be used for Promotion.
1. Promote your event, sponsors and clients through newspapers ads, magazines ads, trade
journals, press releases, tickets, passes, invitations, banners and posters.
2. Imprint you sponsor/client’s company name and logo on your staff’s shirts and caps and on
the pens, diary, gifts, and exhibitions manual and other promotional materials.
23. How Electronic Media can be used for Promotion
1. Promote your event, sponsors and clients through TV and radio commercials
2. Provide free ad space on your company’s website where your sponsors and clients can
promote their products and services for particular period of time.
3. Develop an event website just to promote your upcoming event and provide a facility for
online registration . All the details regarding the event must be available on the website.
For e.g. if your event name is say ‘spark2009’, then come up with a website like
4. Use electronic signage like visual display signage, Plasma screen, LCD Screen, LED
Screen, Projection Screen, Video Walls etc to promote your sponsors and clients.
24. EVENT EVALUATION
Steps involved in writing the evaluation of an Event
Event evaluation is necessary to make you and your team more efficient,the next time you organize
an event.It is all about finding your mistakes and learning from them.Event evaluation should be done
immediately after the event is over or the next day.Conduct a meeting with your team members to
evaluate your event.
➢ STEP 1: Determine the extent to which event and advertising objectives have been
If you are not able to achieve your event advertising objectives through your event,then no matter how
much people enjoyed the event or how much popularity your event got,it is a complete failure on a
➢ STEP 2: Get feedback from your clients and target audience
One good way of getting feedback is through feedback form.To make sure that your clients give you
feedback,make the feedback from part of your Exit pass form.The exit pass form is required to get exit
pass for security clearance,to remove exhibits from the facility.To get feedback from target
audience/guest,make feedback form part of your gift voucher.A guest can redeem the gift voucher
only when he/she fills the feedback form and give it back to an attendant.These tactics are required to
get feedback,as people are generally reluctant to give any feedback in writing.
25. QUICK OVERVIEW
● STEP 1: Do event analysis
● STEP 2: Prepare an event plan
● STEP 3: Exhaustively test market your event plan
● STEP 4: Get organizers,sponsors,partners and clients for your event
Discuss your event plan with other people to know there opinions and suggestions
● STEP 5: Prepare an event calendar.An event calendar is an ordered list of activities which
are needed to be executed in order to produce and market the event.These activities are of
three types: pre-event,at-event and poet-event
Steps involved in preparing an event calendar
● STEP 1: Create a list of pre-event,at-event and post-event activities
● STEP 2: Set deadlines for each event activity
● STEP 3: Assign event activities to individual team members
[ NOTE: For large scale events,you will have to prepare a separate event calendar for each field
of event production]