1. Presented by Joey Phuah

2. Event

3. Types of Events

4. Types of Events

5. Corporate Events
Golf E vents
C onferences Networking E vents
B us ines s Meetings
Incentive Travel
Dinners
C arnivals
Trade S hows / Fairs E xecutive Retreat
Product Launches
Team B uilding
S eminars
A nnual Dinner Pres s C onferences
Theme Parties Opening C eremonies B oard Meetings
S hareholder Meetings / A GM

6. Private Events
Wedding C eremonies
Wedding
Dinners
Wedding
A nnivers aries
B irthday Parties
Fes tival Gathering

7. What
is
Event
Management?

8. Event
Management

9. The Aim of Event
Management

10. Who leads the event?
Advisor
Chairman
Event Manager

11. Event Organization
Chart

12. Event Manager
A person who
plans and executes
the event

13. The Role of Event
Manager
Devising the Event Concept
Identifying the target audience
Marketing and Communication Negotiation
Client Service Budgeting
Scriptwriting Booking Venue
Logistics
Audio-visual production

14. Event Manager
Event managers and
their teams are often
behind-the-scenes
running the event.

16. Event Planning
Process

17. Initiation
 Feasibility study – select an event
 Objective
 Concept development - timing, skills
Contextual factors – budget, legal/

regulatory, economic, social, political,
technological and environmental factors

18. Event Planning
Process

19. Planning

20. Planning

21. Event Planning
Process

22. Implementation
 Schedules
 Checklists
 People Management

23. Event Planning
Process

24. Control &
Monitoring
 Setting benchmarks/ standards
 Tools

25. Event Planning
Process

26. Shutdown
 Key Task
 Integration of shutdown into key event tasks

27. Creating the Event
Concept

28. Pre-event
1. Proposal
2. Budget
3. Venue/ Site Selection and Design
4. Production Schedule
5. Speaker & Supplier Checklist
6. Sponsorship
7. F & B Menu
8. Guest list
9. Risk Management
10. Marketing
11. Promotion

29. Event Day

30. Post Event
 Evaluation
 Shutdown and Reporting

36.  Indentify Expenditure
2. Food & Beverage
Indentify Income 3. Administration
4. Wages & salaries
3.Ticket sales
5. Venue
4.Sponsorship
5.Merchandising 6. Lighting, sound & visual
6.Advertising 7. Staging
7.In-kind 8. Graphic design
9. Printing
10. Decoration
11. Entertainment
12. Marketing & Promotion
13. Travel
14. Accommodation
See Appendix 1 _ Sample Budget 15. Contingency

37. Guidelines for Selection
3.Availability
4.Size of the event
5.Layout and suitability
6.Stage, field of play or performance area
7.Transport and parking
8.Proximity to accommodation
9.Services available e.g. F&B
10.Technical support e.g. PA system, projector
11.Cost

38. Conduct a Site Inspection
Develop a checklist for Site Inspection:
5.Compatibility with event theme
6.Seating arrangement
7.Sight obstruction e.g. pillars
8.Storage areas
9.Entrances & exits including freight access
10.Stage area
11.Equipment available on site
12.Safety and security
13.Access time
14.Power
See Appendix 2 _ Site Inspection Checklist

39. Layout Diagram
Prepare a Layout diagram on:
5.Stage
6.Seating and table arrangement
7.Registration area
8.Equipment positions e.g. lighting, projectors
9.Decoration layout
10.F & B station
11.Signs
12.Entry and exit including staff position
See Appendix 3 _ Layout Diagram

54. What is to happen
When will it happen
Where will it happen
Who is responsible
Gantt Charts/ Production Schedule
See Appendix 4 _ Sample of Gantt Chart
See Appendix 5 _ Sample of Production Schedule

55. Event review meetings
- to check progress against the schedule
Status reports
– to check progress against schedule
Check lists
Direct observation

56. Speaker Checklist
2.Send invitation
3.Get writing confirmation
4.Biodata and photograph
5.Slide presentation
6.Accommodation & Transportation Arrangement

57. Supplier Checklist
2.List of suppliers
3.List of requirements from every supplier
4.List of their roles and date to set up
5.i.e audio and visual – projector, notebook, PA
system, microphone, cable
6.i.e photography – how many photographer you
need, location of the photographer
See Appendix 6 _ Sample of Supplier Checklist

58. Why should companies sponsor?
•Gain access to target markets for promotional messages
•Generate consumer awareness – used to introduce or build a brand
•Positioning/repositioning of the existing service/ product
•Exclusivity – to lock out their competitors
•Demonstrate product attributes

59. Before seeking sponsorship, we
should decide whether:
3.Your stakeholders (members, participants) are likely to approve
of commercial sponsorship
4.Your event has rights/ benefits of value to a potential sponsor,
e.g. access to target markets
5.You have the human resources to sell and service sponsors, e.g.
a good sales person
6.There are businesses/ organizations that you would be advised
not to seek sponsorship from

60. Sponsorship Proposal
3.Overview of the event including mission/ goals, history,
location, current and past sponsors, program duration, staff,
past or anticipated level and predicted attendee profile
4.Sponsorship package on offer and its cost. This might
range from naming rights or sole sponsorship to designated
sponsorship categories
5.Strategic fit between the event and the needs of the
organization
6.Duration of agreement, e.g. agreement for one year,
optional for 3 years renewal
7.Contact details

61. Identifying Sponsors
6.Who has sponsored the event recently?
8.Research the sponsors of similar competitor events – who is in the
market?
10.Examine what particular companies or products have a fit with your
event

62. Selling Sponsorships
3.Identify the decision maker in the company that you are
approaching
4.Try to obtain a personal interview to discuss the
sponsorship
5.Sell opportunities (access to target market, capacity to
meet with specific VIP’s)
6.Provide a benefit package (competitively priced) that will
meet some of their marketing needs
7.Be creative in the form that your sponsorship proposal
takes
8.Interact with potential sponsors in a professional way

63. Managing the relationship
6.Make sure that you keep in regular contact with your
sponsor – manage the relationship
8.Discuss and agree with your sponsor on clear objectives
and agreement
10.Reports achievements as part of negotiating for renewal of
the sponsorship

64. Check and compare
the menu
Food Tasting
Confirm the menu

65. Prepare the Guest List
Send Invitation
Confirm the attendance
See Appendix 7 _ Sample of Guest Checklist

66.  Is a way of helping you to identify and resolve
the risks that could result in accidents, injury
or damage.

67. Risk Management
Process
Analyse & Evaluate
Identify Risks Identify Options
the Risks
What can happen? How can it happen? Create an action plan
Treat the Risks

68. Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience

69. Is a planning for a promotion
Positioning
Identify target market
How attendees regard a specific event or other
events of a similar nature

70. Marketing Strategy
Marketing
Strategy
Identify
Segmenting
Target Set
Event
Market Objective
Markets
Geographic: Demographic:
Socio-economic: Other:
Age
Local
No. of Gross & Net Education
Exhibitors Participants Sex Topic
Participants Profit  occupation
Regional income
Price
international

71. 1. Promotion
• Direct/ electronic marketing e.g. direct mail, electronic
newsletters, web advertising, mobile phone – sms
blast
• Advertising e.g. media releases, media kits, live
media crosses (media sponsor)
• Sales Promotion e.g. cross promotions with sponsors
• Others e.g. partnerships with media/ other events

72.  Place (Distribution)
• Direct e.g. through phone, internet
• Indirect e.g. distribution through associations,
banks, telecommunications service centres,
flyer distributors etc

73. •Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative to its competitors
•Inform target market(s) of the event
•Generate demand for the event
•Remind target markets of the event details

74. Promotion
Advertising Publicity Sales Promotion Direct Marketing Personal Selling

80. See Appendix 8 _ Sample of Running Sheet

83. Event
Evaluation
Process
Data
Analysis Reporting Application
Collection