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“A Study on the marketing, sales & operation”
Dissertation submitted
In Partial fulfillment for the
Post Graduate Programme in Business Management
By
Saurav gupta
Roll No.: GJU10133
Batch 2010-2012
Under the Guidance of
Reporting Boss
Designation
Company Name
S.S exhibition & Media pvt. Ltd
NSB SCHOOL OF BUSINESS B-II/1, MCIE, Delhi-Mathura Road, New Delhi
B-II/1, MCIE, Delhi-Mathura Road, New Delhi
CERTIFICATE
This is to certify that the summer project report title “A study on Customer Satisfaction” is a bonafide work done by Mr. saurav gupta, Roll No.: (GJU10133) of Batch 2010 – 2012, Submitted to NSB School of Business, New Delhi in partial fulfillment of the requirement for the award of Post Graduate Programme In Business Management, and that the report represents independent and original work on the part of the candidate.
Prof. Alok Satsangi
Corporate Relations Cell
INDEX
ACKNOWLEDGEMENT
SYNOPSIS
ABOUT EVENT MANAGEMENT
COMPANY HISTORY
VISION
MISSION
OUR APPROUCH
MEDIA PLAN
METHODOLOGY
CORPORATE CLIENT
OUR COMPETITIOR
INTRODUCTION OF EVENT MANAGEMENT
INDUSTRY
BIBILOGRAPHY
ACKNOWLEGMENT
It is my pleasant duty to acknowledge my sincere gratitude and heart full thnks to all those who
encourage, guided and helped me in the completion of this project
If there were an appropriate superlative to express feeling gratitude, it would certainly be
tendered to my guide MR Manish Dhanda for reason ranging over a wide spectrum. Among
others,for being a great guide ,great motivating force and above all being right there with pearls f
wisdom my career and future . I thank for what all he has done to make my project a success.
I am very much Indebted to MR Manish Dhanda (director of the S.S Exhibition & media pvt.ltd),
regarding their help given to me during the project.
It is my proud privilege to express my deep sense of gratitude to MR Abhishek shukla for his
contant inspiration during the project.
By heart I am too much thankful to my senior & friends for their constant support and ideas.
They immensely help me in every moment of project
Last but not the least ; I thank all the respondent whom I met during the data collection period
DECLARITION
I, Saurav Gupta the undersigned, a student NIILM School of Business (NSB), New Delhi declare
that project report titled “Marketing & Operation at S.S Exhibition & Media Pvt.Ltd.” submitted
in partial fulfillment of the requirement for the summer internship project during the post
graduate program in business management , a pres
SYNOPSIS
This thesis has been prepared on Event Management our event management is based on
educational fairs which is organized by educates expo. Our basic motto is promoting the
education institute by event management, Advertising, Public Relation (PR).
About Event Management
The term Event Management refers to the application of the management science for the
development of festivals and events. At this particular point of time Event management industry
is one of the fastest growing industries in all over the world. Planning and executing an event can
be a very difficult.
Event Management is a million-crore industry that includes hosting of events of various stature
and semantics. Personal functions or parties like marriages and birthday parties have become
important social matters, which need to be professionally managed. These days all kind of events
like meetings, seminars, exhibitions, conferences, product launches everything is organized in a
well mannered plan which is recognized as an event. Event management is comprised with
different event like personal events, leisure events, cultural events, religious events, corporate
events etc.
Then comes the number of celebrity shows, international artists shows, shows for a cause, road
shows, competitions, ramp shows, fashion shows, wedding arrangements, personal or corporate
parties, magical shows, birthday parties, anniversary party, kitty party, new year party, Christmas
party, annual day functions, school or college events and many more. Every industry, charity,
society and group will hold events of some type or size in order to market themselves, raise
money or celebrate.
Behind all the events there is the role of event mangers who usually plan and execute the event.
Event planning is not an easy task even it is an art and an event planner that manage and
organize it. Event planning includes number of activities like decision of proper venue which
should be comfortable to all to find and enter in. Entrance should be wide and attracted.
Decoration is also very important part while organizing an event. It should be as per the theme of
event. Food arrangements and other preparations should also be kept in mind
There are varied art forms that have been passed down through the ages. One such form of art is
that of oil paintings. These have not been just those that are made on canvas, but also the cave
paintings, and the wonderful murals. However, in over the last century there has been an
escalation in interest in the arts. There are not on more artists, but also the demand and
increasing art lovers and connoisseurs.
There are number of companies hosting and hosting events on a regular basis. These range from
the small time private events to the large-scale international events. Yes, the large scales one do
happen far rarer, but then the amount of returns they churn out is far beyond expectations.
However, in the past there have been events that have also resulted in losses to the hosts and
sponsors for varied reasons. But then, all said and done, event management is about organization
and execution, and that is precisely where the money lies. Those in the field are paid for their
these services
Want to be professional event manager? If yes then you need to pursue some event management
certification course. Is it really necessary to enter in to some certification course? Now the
growth in this field is tremendous and so are the job opportunities. In such cases if you have
certificate with you then it can become easy to fetch a good job. Along with talent you have to be
well organized and this you can learn in certified courses of event management. There are
involvements of several factors like designing, accounting, planning, managing, etc which you
can learn by pursuing certified courses.
With the increase in demand of event organizers competition has also increased. In this scenario
you cannot think of giving tough fight without any theoretical knowledge. A certificate course
can give you basic idea which you won’t get in case you directly enter to the management field.
Firstly it is very much difficult to get direct entry without any certificate as level of competition
is high. You possess skills but there is a need to polish it in order to develop the rate of accuracy.
In certificate courses you can also gain some practical experience which can assist in creating
strong base.
You can also develop your multi tasking abilities with such courses like handling staff members,
allocating work, looking after budget, handling guests, etc. Ultimately you have to organize
event which successfully brings smile on the face of guest. Depending on the success rate of
event you can get more clients. While pursuing certified courses you can attend various
workshops, get practical training, in-house event training, etc. Following are details of opting for
different type of certificate event management programs:
Diploma in event management
Subjects covered in this course include topics like:
• Event accounting
• Communication skills
• Presentation and gaining sponsorship skills
• Events involving computer applications
• Event advertising
• Event marketing
• Event law
• Catering and production work
Post graduate diploma in event management
Subjects covered in this course include topics like:
• Coordination of event
• Modern event management including computer application
• Event advertising
• Event marketing
• Event planning
• Event account (basic and advance)
• Understanding scenario of modern day event management
Post graduate diploma in advertising, media & event management
Subjects covered in this course include topics like:
• Corporate communication
• Organizational behavior
• Consumer behavior
• Journalism
• Event coordination
• Modern day event scenario
• Event marketing management
• Event accounting
• Advertising
• Event catering
• Brand management
• Event law
Graduate certificate course in event management
Subjects covered in this course include topics like:
• Area of event creation
• Event management
• Venue management
• Event law
• Event accounting
• Event marketing
Getting any of such certification can put label of professional on your name and then you can try
to build more contacts and gain more contracts. It’s a fun loving job if you have of interest in it.
With event management certification get your skills polished and come out as blooming flower
in this field.
This part contain the discussion on the event management .First we described that what is Event
Management and what is the process of event management . Introduction about special Event
that is organized on an annual. Bi-annual or any regular basis, or they can be one-off celebrations
or festivals. After that I described the skill of an event manager and role of an event manager
which is very important to success an event.
The new generation popularity of event
Events are theme based or occasion based. Events are basically gathering of people for a
particular reason or celebratory occasion. Events are so important nowadays and of recent times,
they have become so exceedingly essential and the whole concept regarding events has changed
in their outlook and profile. Today, it is not only essential that people come and have food and
drinks, it is important for organizing that event impeccably and with great detailing. This is why
today, event management as well as management companies have sprung up and gained
increasing popularity as well. Event management is a popular concept now. The new age
popularity or in other words, when one talks of the new generation popularity of events and the
springing up of the same, one can’t help but think of how the scenario has changed. Events today
are conducted with so much focus and dedication to every single detail.
The new age popularity of events is such that event management is a topic of education as well
as it is something that many a person like to pursue full fledged. There are event management
teams and people freelancing in these areas as well to make sure that an event that is undertaken
is done with focus and clarity as well. The new generation believes in the best and every little to
big thing needs to be looked into. From booking venues to arranging flower decorations, every
aspect is looked into by event managers and companies that undertake events in general. Events
can be made a lot more fun and entertaining when a good and efficient event management
company undertakes to do and handle the entire event for a person or team.
In busy places, often, events are given a lot of importance and precedence. For instance, the
launch of a product of a reputed company will always be handled by a large and capable event
management company and this is because of the fact the events need to be done right and the
entire show should be well planned. Today, even marriages are considered to be planned by
wedding planners, which is a sort of event management to a certain extent. People should leave
feeling and knowing that the gettoegther was a successful one and a bright as well as effortless
looking one. Ease should be seen in the flow of events at the actual party or event perse.
Event Managers
Event management is considered a chic job opportunity. It is very interesting and hours are spent
organizing and looking into detailed observation for an event that is to be conducted. Event
managers are those that look into the purview as well as the details of an event. Event
management is a course that can be studied as well. Events are interesting and work as well as a
keen eye needs to be present for an event to be conducted well and with smoothness. Character
to an event is added by an event manager. Idea provisions for an event are done by the manager
of an event as well as details of an event are looked into by him or by her.
An insight into this interesting profession is that an event manager is always busy and tied up,
with calls to meetings to planning. The more exciting the profile of clientele that the event
manager gets on board, the more the popularity of the event manager and his or her work, as the
work gets recognized and more clients get added to the list and so on so forth. Event managers
have to have many contacts, from florist to hotels, from food caterers to companies, the list on
the phone and computer of an event manager is precious and of great importance as well. Event
management has become more fun and of interest of recent, as mentioned before in the former.
Events can be conducted by either freelancers or by event managers that report and work with
even management firms across the city or place. There are internationally placed event managers
and there are ones that gain repute and fame based on their portfolio of work and efforts as well.
Event management tips can be got and derived when one sits for a simple coffee with an event
manager as a manager of events has new and brewing ideas ever so often. This helps in vast and
creative ways of conducting a gathering or event. This also helps every event to look different
from the other and this is key in this profession that is not just competitive but also strives to
perform better and better to eventually hit the mark of being the best or definitely amongst the
best.
Planning and Organizing an Event
Planning requires foresight and vision at times, and a lot of dedication at all times. Planning and
organizing an event is the key role of an event management company. Planning an event requires
the event manager to understand what the event is all about and what the profile of the company
or person who is throwing or hosting this event is. An event manager has different events to
organize and plan. An event management company bifurcates the planning into different steps
and the actual organization would be as essential and organizing is a step that is followed
through the event as well, to see that the flow of things is easy and smooth as well as take note of
every person and see to it that the event is done and functioned to the best of the management
firm’s capacity and capability.
Planning and Organizing has steps involved such as the below listed steps and points:
- Initial ideas for the event and running it through the client.
- Steps to plan the entire event should be devised like a good and thorough plan.
- Planning requires to be focused and all of the details and the concept should be worked out
in mind before presenting it for approval to the client. This is a key point to make a note of and
keep in mind as well.
- Planning an event requires contacts to be maintained with various people in different genres
of work- florists for flowers, hall owners and hotels for venues and so on and so forth. Food is an
essential part so planning the food and drinks arena is an important role. Checking up on the
same is part of the description of job of an event manager.
- Delegation of activities to people for the planning of an event makes things more smooth
and easy to run.
- Organizing an event needs to be done with a team of people who are present at the event to
look into the happenings of the event and function.
- Organizing food and beverages to every detailed aspect of the gettogether or event, as one
may refer to it is the essence of a party and do!
- Organizing an event can be work coupled with excitement when the event goes on well and
is a success as this is a good remark then.
Choosing an Event Planning Company
Choosing an event management firm is essential for a person as the person or corporate who
wishes and is looking to host an event needs to dedicate the job of the event entirely to someone
or some firm that is of good standing and repute as well as a firm that is capable and efficient in
their performance and creativity to hold a good if not great event. The tips to choosing a good
event management company are listed below in a few points to be borne in mind whilst choosing
an event management company to plan and organize an entire event:
- Look at the previous work as well as the clients that have previously organized events with
the event management company that you are considering or looking at. If the profile is good and
the work seems well defined and well executed, then that is one cue to consider that event
management firm for the entire event that you want to have.
- Choose wisely and well when you choose an event management firm for organizing an
event, make sure that you work out all details with them in advance. For instance, the costing
structures and the detailing of the prices, to reviewing their presentation first before giving any
suggestions and putting forth ideas.
- Budget is an essential part of an event. Everyone who is planning to host an event or throw a
party has in mind a budget and there is costs that are incurred in the process as well as to pay the
event management firm. And by working out all of this, one in advance itself needs to think
about the costing structures and all. This is important as well as the main thing in an event
organizing.
- Besides budget, the concept needs to be clear in the host’s mind first before any carrying
forward with planning or organizing as well. The number of people will often define the venue
and space for the event or party. Food needs to be catered from an approved place by the event
person or management firm as well as the host in question. These are all important things at the
event. Hosting an event involves looking into drinks and short eats or what people often call or
term as finger food. All of this should be well approved and well discussed.
Types of Events
Event management deals with creation of successful events. There is a galore of different kind of
events for which an event manager has to do different kind of arrangements according to the
different types of requirement the event demands.
There are these sports events which may be at inter school level or intra school level or in
colleges or even at state levels. Sports events are not one day events, it needs extensive planning
right from the day it starts till the finale. On a larger level, national and international sports
events are planned by a bug group of event mangers working together.
Corporate event management is
another field which includes in-
house events as well as larger ones
for promotion of products or
services. Such fields become
meeting point of corporate people of
same field.
There are musical events, where in audience has to be taken care of along with issues like
ticketing and managing availability of seats etc. accommodation of the artist and co workers is
another deal.
Exhibition and trade fairs also require a great deal of management. Arrangement of stalls, food
system and drinking water system etc. plus the sponsors and guests and audience also need a lot
of attention.
Another marvelous event in India which needs great planning and perfection is the grand Indian
wedding. The complexities are dealt nicely with a event management company.
Grand events include prospects like weather, security, celebrities and companies etc. Generally
big budgets are involved in them. On other hand, small events like little shows for children,
small office parties need to need the purpose and target audience.
Other diverse events which are organized and are taken care of by event management companies
are cause related events, entertainment events, concerts or live performances, brand and product
launches, marketing events, meetings, seminars, workshops, conferences, governmental, social
and cultural events and more
Role of Event Manager
Making arrangement for an important day becomes utterly manageable with the help of a good
event manager. Choosing a good event managing company is the first step of course.
An event planner has the ability to work
under stressful conditions. They are trained to
meet deadlines and complete work with a tint
of fineness. Working in circumstances where
it is needed to deal with a lot of people
together and handle too many things
simultaneously. This busy schedule requires
working on weekends too. Even many of the
events take place at the end of the week.
Selecting guest list, entertainment modes, venues and content everything goes smoothly and in a
planned manner with the aid of an event planner. They look after every minute detail in the
whole planning of event right from the budgeting, confirmation of dates and schedule, choosing
an agency for booking suitable venue and taking enough care about the layout of the venue in
terms of parking facility, accommodation, decorations, table and chair arrangement, stage if
necessary, the security facility, catering and the quality of food, lighting arrangement and other
technical system, management in case of emergency and mush more. Minor things also make a
big difference like transportation facility for the members and priorities to be provided as per the
guest.
Finance in Event Management
The most important factor in terms of finance during planning of an event is budgeting.
Allocation of money in proper terms for various purposes is necessary for enhancing quality of
events. A good event manager will always know the summary of extended expenditure along
with proposals for how to meet them.
Whatever may be the scale of event, working within the limitations is required. The constraints
involved are important enough and cannot be neglected. Playing with money is not so easy.
Budget format is one which is followed by many companies. They build up budgets by placing
figures and involving marketing factors. Aggregates
are placed in the format and final budget system is
obtained. The head office has one member as the
head or the financial head who is the main person
involved in formation of a budget. Supervision and
the execution of process with allocation of money is
ensure simultaneously while preparation of the
budget. It is checked whether or not the work done
requires money within the figures.
Margin has to maintained while preparation of the budget. And this percentage of margin is
usually referred to as the buffer margin. This helps to one to remain under the limit. The budget
gives us the facts and figures which are gained by the company with regards to the expenses. The
amount of money which is received by the sponsors is also determined by this budgeting process.
It is required that any person from the event managing company chooses to provide budget to a
potential sponsor only. Hence, budgeting for any event is like preparing a list of things you need
to but before going out and buying the things from the market. Budgeting thus helps a lot in
planning the overall features of an event.
Working for an event planner is always a collaborative process. He or she has to work with a lot
people and thus has to be well trained in team work apart from being skilled in technical aspects.
An event manager possesses the quality of understanding the needs of the client. Knowing the
taste, requirement and preferences along with the monetary condition helps good planning by
event manager. In addition to all above, management of time is best known to an event planner
Event Management
Event management sounds simple managing an event. But nowadays, it has not just remained a
term to be used; it has extended to a whole lot course and its implementation to various fields.
Event management is the creation and development of an event by proper coordination of all the
vivid aspects. It includes the involution
of different brands, places, technical
aspects, finances or budgeting,
accounting and much more.
One has to source a venue finder
wisely. Choosing a suitable venue
coagulating with a proper agency is
important. You have to be very sure heather or not the venue is going to meet all your needs and
its layout is going to be a real good. Identification of the target audience is another important
aspect. Like for example organizing themed events is going to attract a lot of mass and wow your
audience, but this is not applicable everywhere. One has to understand the plot line and work in
accordance to it. Budgeting is the next factor of event management. Estimation of the number of
guests is yet another. Advertising an event also comes under the whole event management
process. It can bring out a remarkable difference in the success or failure of an event. Besides the
efforts made by an event manager, it is important for the clients to put his or her needs properly
because if the rapport with manager is weak, client is sure to suffer from monetary loss.
There are different kinds of events like product launch event management, conference event
management, event promoting a cause, festivals and other celebrations, children’s events,
exhibition and trade fairs, fashion shows and more. Every event brings with itself a list of
necessities and this very list is different for one event to another. Event management is the
overall package which touches each of these necessities and fulfills them with proper base for the
creation of effectiveness and charm of the event.
Structure of an event management team
The work involved in planning, organizing and conducting a major event can be sufficiently great to require the employment of a team of people. It may require people to be involved on a full-time, part-time, contractor, casual and voluntary basis over a considerable period of time..
The organization chart below indicates the magnitude and diversity of the team needed to run a major sporting event such as a National or State Championships.
Smaller events will obviously require a much smaller team, and individuals in the team may be able to take on more than one role.
The example organisation chart above has "departments" for Programme, Venue, Equipment, Promotions, Officials, Hospitality and Merchandising. The number of departments is arbitrary and depends on the size and complexity of the event and, importantly, on the ideas of the Organising Committee.
Furthermore, with small modifications, the same organisation structure could be applicable to running a different type of event such as a conference.
An important aspect of the above model is that each department has a co-ordinator. As exceptionally important people in the event management team, they should be identified and recruited as early as possible. Co-ordinators should be a part of the organising committee and collectively they will share in decision making processes with the Event Director. The selection of co-ordinators is usually on the basis of knowledge or expertise and sometimes because only one person volunteers for the task. Whether co-ordinators have expertise or not, Event Directors need to appreciate that sport and recreation depends very considerably on the input of voluntary persons. Therefore systems should be put in place to recognise the contribution of volunteers and to provide non-monetary rewards. In consultation and close co-operation, the Event Director should develop and/provide a job description for each department head.
Industry overview
This part contain information on the event management industry in India, Event management
industry is in growing stage but absolutely growing is tremendous. We analyzed growing of this
industry yearly basis and find out expected growth of this industry. We described event
management industry with segmentation wise which is having basically six segment i.e
Corporate event, felicitation event, personal event, sport event, art event, festival event.
Introduction of span communication
Span Communication is mid sized agency which is growing 40% per annum. In introduction of
Span Communication we described our APE in one umbrella i.e. Advertising, Public Relations
and Event management .
Advertising & Public Relations Policy
Advertising and Public Relation is the keys of promotion mix. Through which we can get our
objectives. In developing of advertising there is five M’s which is very important to develop
advertisement. Public Relation is another key which is also important to retain customer and
explanation of various type of activity which is containing public relation.
COMPANY HISTORY
S.S Exhibitions & Media ( P ) Ltd is India’s leading event management and media company w
ith business ranging from organizing exhibitions, events, publishing business directories to
magazines to direct marketing, printing services and publishing outsourcing.
The Group has offices in Bangalore, Mumbai and Pune. Besides it has representations in south
east asian countries.
The Group’s endeavour’s towards Education industry initiated in 2004 in response to the
need of Institutions and students aspiring for professional/Technical education . The idea was
create prestigious meeting points for Students, Parents and Educational Institutes offering
technical education .
This event management arm of the group specializes in project management and execution has
an experience of over 15 years in the field of 'Event management and Execution’..
The team of young , dynamic and professional event organizers have a successful track record of
organizing national and international exhibitions that have proved highly beneficial for the
visitors and exhibitors alike.
With the success of its previous editions of educational fairs in different parts of the country .
The Education Events division have made a mark
VISION
To create prestigious meeting points where knowledge seekers and knowledge providers
come together.
OUR MISSION
• To reach aspiring students
• To broaden access to relevant resources for students and parents – in smaller towns & cities of
India
• To create an platform for students to listen and interact in real-time with experts and neutral
counselors
• To be a single point source of gathering information from various institutes at their virtual
booths through live chat/instant messaging& by meet.
• To help institutes & universities leverage the best event marketing
Educatus is an educational exhibition that provides an interface for interaction between aspiring
students, premier universities and institutes providing professional education.
A forum for the exchange of information between the Institutions / Universities and students
where in the opportunities in the world of professional education are showcased.
More than 100 leading providers of professional education from India & abroad will exhibit.
The previous edition was highly successful and result oriented. This was an ideal platform to
attract the best talent from the prospective pool of students looking for varied career options to
become a knowledge worker.
This educates Education Fair extends its reach to school and college students, graduates, and
people looking for a career change. With a expected presence of more than 100 exhibitors and a
audience of over 10,000 expected, this event should not be missed. This is a fantastic opportunity
for your organization to reach the audience and create business awareness .
Targeted Independent Fairs
Educatus Expo will be the premier education and training exhibition in Delhi. It will be
first of its kind event which will have highly targeted audience having specific areas of
interest.
Educatus expo aims to inspire, encourage and provide the right tools and a resource for all
NCR’s to create a bright future.
Why Educatus Expo
With the current surge of opportunities in Professional / Technology-related careers, the
youngsters fresh out of schools are increasingly looking for guidance when it comes to choosing
their career. While the lucky few are guided and are able to get into the competition-driven
leading institutions, the vast majority runs from pillar to post to get information about the other
good institutions.
Second, the fair is strategically timed just a few days after the declaration of the class XII results
of both ICSE and CBSE boards and various national level competitive exams. Viz AIEEE,
AICBSE, AIMAT, IITJEE, Common Engineering Test - IP University, UPTU, Pre Medical Test
(Final exam) Delhi etc.
Third, the exhibition gives a platform to have top of mind recall for your institution and attract
best talent from the prospective pool of students.
Last but not least, the exhibition is focused on professional education only therefore has a
defined target of students who have decided to pursue a career as a professional knowledge
worker.
Targeted and Interactive Event based Fair via Workshops and Seminars in areas of interest.
Focus on lead generation than only visitors footfall.
Over 10,000 visitors expected.
Perfect Timing - june is the Ideal time as the start of the admission season.
Perfect Location – Delhi, pragati madan
Who Visits
The exhibition attracts targeted audience of student and parents looking for good institution
providing professional education in
Engineering
Medical science
Management
Emerging Career Streams
Why Exhibit
o Feature your organization in front of over 10,000 people.
o Opportunity to Present Seminars or Workshops for your products/organizations.
o Get Qualified Leads via our seminars, workshops and registrations.
o Centralized lead based profile database of visitors.
o Data to be shared with participants.
o Develop a personal relationship with new clients.
o Exhibit your full product range.
o Actively recruit students and clients.
o Get immediate feedback on your product range
o Create brand awareness.
o Promote your organization through your stand, seminar or stage activity.
o Launch new products and services.
o Create a quality database
o Enhance PR opportunities.
Mantra
Seminars
Workshops
Entertainment
Exhibition
Our Services
Corporate Events
Promotional Activities
Email Campaigns
Theme Events
Trade Fairs
Our Agenda
New realities of college admissions
• Physical Education College fairs don’t reach everyone
Fairs are limited to major metros & state capitals
Parents are busier than ever
• 99% of institutes’ marketing efforts are ‘push marketing
All marketing done by the institute is to ‘sell’ – email, SMS, tele-calling, print
Students are wary of responding to institutes sell efforts Page
What do students want?
• Students want reliable 3rd party ‘information & guidance’ not ‘sales pitch
• Students want to research the colleges they shortlist
Interact with the counselors
Have a virtual tour of campus
Interact with the current students of the campus
• Unsure of what they want – which course, which city, which college
• More comfortable asking questions online, than in face-to-face interaction
What is Education Fair
• Free event for attendees – students, parents
• Multi-day online event to connect prospective students with colleges and universities in a live,
interactive environment
• Live educational sessions about the career opportunities and admission process: How to
choose an institute How to get the best Educational Loan Career & Job Prospects in select few
sector
• Target to get at least 10,000 students from across India for first event •
What does Education Fair mean for Institutes?
• No risk and low cost way to interact with students – asses interest levels
• Flexible staffing - used by counselors in the office or at home
• Targeting diverse prospective students across geographies
• A partner committed to providing a full service experience
Features of Education Fair
• Interactive Webinars - keynote presentations from admissions experts, guidance counselors,
admissions officers, etc. &A sessions.
• Virtual booths for college & Real-time IM and chat between students and inst counselors
• Virtual tours, videos, slide presentation that describe a school and its surroundings.
• Scheduled institute-specific presentations by admissions officials.
• A resource center for students and parents Campus images, PPTs and videos Electronic
brochures and course catalogs universities featuring:
Webinar Sessions with Q&A
Industry experts talk about careers in their field
• How to choose an institute
• Management • Banking & Finance
• Fashion industry
•Animation & Web Designing
• Engineering
• Media & Journalism
The benefits of Education Fair
• For students:
Receive valuable information & guidance from experts
Search colleges and institutes in an organized way, on their own time, in their preferred
mannerDirectly communicate with admission staffs and students live during the event
Interact with institutes they could not contact (too far; or missed going)
Win Prizes & Scholarships by attending the event
The benefits of Education Fair
• For colleges/institutes:
Access to detailed reports and measurement on student/visitor activity for your college
Ability to reach more diverse student audience than physical college fairs in the long
termLeverage your creative assets
• Students outside of major metros and state capitals
• Students who can’t afford to travel
• Students outside India
The benefits of Education fair
• For Sponsors:
Be part of a unique initiative – connect and interact with youth
Ability to get top-of-mind amongst students who are prolific buyers
Ability to get important feedback from the youth segment – brand imagery
Leverage your creative assets – ads, promos etc
Sample Diagram of Booth at Education Fair
Sample diagram of Exhibition hall
OUR APPROACH
Analysis: SS Events team proceeds by Analyzing the client requirement, tastes and preferences.
Planning & Designing: Our team of experts plan the event with creative & innovative thoughts.
Themes are designed to meet client requirements and suggestions are made to make the event
apt. Execution and Feedback: We carry out the execution of the event in conformity to the blue-
print, agreed between SS and the client. Coordination of work and smooth conduct of the event
are the undisputable Skills we developed by valuing client’s feedback. Our Approach
Marketing Services
We offer marketing services across the whole spectrum of requirements from strategy to
developmental & execution.
Event Design & Development
Channel Development
Email Campaigns
Creative Services
Production Services
Creative Services
o Strategic Event Planning & Execution
o Concept designing & Development
o Brand Creation
o Audience Acquisition
o Corporate Collaterals
o Event Measures & Post Event analysis
Our Capabilities
Strategic Event Planning
Creative Communication & Execution
Audience Acquisition
Onsite Logistics Support & Flow Management
Event Measures & Post event analysis
Client Management
Support:
Providing support to the client in every aspect of the event.
Suggesting options best suited for the event which would be budget friendly.
Advising the customer on latest trends in entertainment, present preferences of the public
etc.
Communication:
Strong rapport maintained with our customers and Providers.
Follow - up done to assess the quality of the event we deliver.
Communicating the pros and cons of a proposal.
Product:
Quality in all our services guaranteed.
Best deals offered.
Anxiety free event assured.
Media Plan
Presentation & Poster activity in the month of February
The poster activity in colleges and training institutes (viz Career Launchers, TIME,
Brilliant etc) will be completed by mid of April 2011
Database archiving by holding road shows in and around different training institutes
Advertising in various Education & Career related magazines. The ones which will carry the
communication for Educatus Expo are
Competition Success Review (April-May-2011 issues, Full Page Colour)
India Today Aspire (April- May-2011 issues, Full Page colour)
Competition Refresher(April-May-2011 issues, Full Page colour)
Educare (A career launcher group magazine)(April-May-2011 issues,FullPage colour)
Management Compass (A career launcher group magazine)- (April-May-2011 issues,
Full Page colour)
Full page editorial coverage about the event in Educare and Management Compass
Magazines in the April and May-2011 issues.
Car Sun Screens - 1000 nos
Electronic Direct Mailers & SMS’s to the database of 75,000 students registered with
Career launcher and T.I.M.E - Training Institutes for competitive exams.
This activity will be repeated every week till the 1st June 2011.
The Last phase of recall campaign will start 15 days prior to the event and will have
communications through:
Human banners and commercial umbrella’s at strategic locations.
Advertising in leading newspapers of Patna, Delhi, Chandigarh, Himachal Pradesh,
Jammu & Srinagar (Main Edition-Page3 or 5 only).
Outdoor Media viz kiosks, Mobile Vans, Hoardings at strategic locations.
Branding on handle bars in Delhi Metro
Bottom impressions (Tickers) on major electronic media channels.
Radio Jingle
Stall Space Options
2 x 2 sq m
3 x 2 sq m
4 x 2 sq m
Any other larger size.
METHODOLOGY OF PROJECT
The project was made of the basis of the information collected while going on sales call to
potential clients and on the basis of the inputs received from the team members. The sales
operation was carried out by doing both cold calls and by visiting clients whose leads have
been provided by the company. In both the cases the sales operation was carried out by the
help of presenting the proposal to the clients as the product is a education fair and only way
to make sales pitch for that product was through a proper presentation which tries to explain
all the features of the product. As it was decided to focus in the Delhi and NCR area to sell
the product, a list was made of the potential colleges and institutes in the area. Only private
institutes were targeted as government institutes do not advertise to get admission. Also it
was mostly large or medium size institutes were targeted as most small institutes are not very
active in this medium. Also institutes which have; listed them selves on the sites were
targeted as they are likely to participate in this medium also. The entry cost was kept average
and they were shown the benefits of the cost and higher reach of the medium. Day to day
records kept doing the period of sales done was used to compile the project. Also information
gathered from the websites of the competitors was also used to compile the information of
the activities of the competitors. Feedbacks of the clients were also used to compile the
report, the client feedback was considered as a primary source of data regarding the
experience and trust on the medium of advertisement of the educational institutes. Feedbacks
received from the college were also used to compile the report.
The period of study of the report was during my summer internship period ranging from15th
April 2011 till 15th of June 2011. The projects related information was collect during the
interaction with the clients. A constant day to day feedbacks received from the clients during the
meetings were kept in record which was ultimately used to derive an outcome of the whole
project. No questionnaire was put forward to clients because it was a sales call and the primary
objective at that point was to make the deal and thus it was not possible to ask the clients to fill
up any questionnaires, but the inputs received from the clients were kept in record to come to a
conclusion of the kind of response the clients were having about the project, i.e. the education
fair. No previous reports could be used as a reference to make the report because very few
matters were available with the company to refer to. The project could not be compared with any
other project.
Statistics of Educatus 2011 Series
Event Statistics (Visitors)
City Footfalls Average
Enquary
per Stall
per day
Student
Interested
in UG
Courses
Student
Interested
in PG
Courses
New
Delhi
15000 + 600 -800 72% 28%
Statistics of Educatus 2010 Series
Event Statistics (Visitors)
City Footfalls Average
Enquary
per Stall
per day
Student
Interested
in UG
Courses
Student
Interested
in PG
Courses
Chandigarh 8000 + 300 - 400 83% 17%
Archives of this year Event
Corporate clients
Sponsors
Manav Rachna International University, Faridabad
Lovely Professional University, Jalandhar
Rawal Institutions, Faridabad
Maharishi Markandeshwar University, Mullana, Ambala
Sanskriti Group, Mathura
World College of Technology & Management, Gurgaon
Aravali College of Engineering & Management, Faridabad
Shoolini University, Solan (Himachal Pradesh)
Galaxy Global Group, Ambala
BAHADURGARH
PD MEMORIAL GROUP OF INSTITUTIONS, BAHADURGARH
DELHI
ERA BUSINESS SCHOOL, NEW DELHI
SCHOOL OF AERONAUTICS, NEW DELHI
SOFTDOT INSTITUTE, NEW DELHI
FARIDABAD
ADVANCED GROUP OF INSTITUTIONS, FARIDABAD
APPLIED COLLEGE OF MANAGEMENT & ENGINEERING, FARIDABAD
ARAVALI COLLEGE OF ENGINEERING & MANAGEMENT, FARIDABAD
DELHI ENGINEERING COLLEGE, FARIDABAD
DELHI INSTITUTE OF TECHNOLOGY, MANAGEMENT & RESEARCH ( DITMR ),
FARIDABAD
ECHELON INSTITUTE OF TECHNOLOGY, FARIDABAD
JB KNOWLEDGE PARK , FARIDABAD
LINGAYA'S UNIVERSITY, FARIDABAD
MANAV RACHNA INTERNATIONAL UNIVERSITY, FARIDABAD
MVN EDUCATION CITY, FARIDABAD
NGF COLLEGE OF ENGINEERING & TECHNOLOGY, FARIDABAD
RAWAL INSTITUTIONS, FARIDABAD
SATYA COLLEGE OF ENGINEERING & TECHNOLOGY, FARIDABAD
GREATER NOIDA
DIT SCHOOL OF ENGINEERING, GREATER NOIDA
GURGAON
ANSAL INSTITUTE OF TECHNOLOGY, GURGAON
BM COLLEGE OF ENGINEERING & TECHNOLOGY, GURGAON
DRONACHARYA GROUP OF INSTITUTIONS, GURGAON
GD GOENKA WORLD INSTITUTE, GURGAON
GURGAON GROUP OF INSTITUTIONS, GURGAON
KIIT COLLEGE OF ENGINEERING, GURGAON
WORLD COLLEGE OF TECHNOLOGY & MANAGEMENT ( WCTM ), GURGAON
MATHURA
SANSKRITI GROUP OF INSTITUTIONS, MATHURA
NOIDA
INSTITUTE OF MANAGEMENT STUDIES (IMS ), NOIDA
SHARDA UNIVERSITY
PANIPAT
GEETA GROUP OF INSTITUTIONS, PANIPAT
NC COLLEGE OF ENGINEERING & TECHNOLOGY, PANIPAT
PANIPAT INSTITUTE OF ENGINEERING & TECHNOLOGY (PIET ), PANIPAT
RAYAT BAHRA GROUP, PANIPAT
ROYAL INSTITUTE OF MANAGEMENT & TECHNOLOGY, PANIPAT
SAMALKHA GROUP OF INSTITUTIONS, PANIPAT
SONEPAT
DELHI INSTITUTE OF TECHNOLOGY & MANAGEMENT ( DITM ), SONEPAT
GATEWAY GROUP OF INSTITUTIONS, SONEPAT
SONIPAT INSTITUTE OF ENGINEERING & MANAGEMENT (SIEM ), SONEPAT
SRI BALWANT INSTITUTE OF TECHNOLOGY, SONEPAT
DEHRADUN ( Uttrakhand )
BABA FARID INSTITUTE OF TECHNOLOGY ( BFIT ), DEHRADUN
DEHRADUN INSTITUTE OF TECHNOLOGY ( DIT ), DEHRADUN
GRAPHIC ERA UNIVERSITY, DEHRADUN
HIMACHAL PRADESH
SRI SAI UNIVERSITY, PALAMPUR
SHOOLINI UNIVERSITY, SOLAN Nr. CHANDIGARH
GALAXY GLOBAL GROUP OF INSTITUTIONS,AMBALA
INSTITUTE OF ENGINEERING & TECHNOLOGY ( IET ), BHADDAL
SRI SUKMANI GROUP OF INSTITUTIONS, DERABASSI
SWAMI DEVI DYAL GROUP OF PROFESSIONAL INSTITUTIONS
QUEST GROUP OF INSTITUTIONS, MOHALI
RAYAT BAHRA GROUP, KHARAR
GEETA INSTITUTE OF MANAGEMENT & TECHNOLOGY (GIMT ),
KURUKSHETRA
KURUKSHETRA INSTITUTE OF TECHNOLOGY & MANAGEMENT ( KITM ),
KURUKSHETRA
RAM DEVI JINDAL GROUP OF COLLEGES, LALRU
RIMT - INSTITUTE OF ENGINEERING & TECHNOLOGY, MANDIGOBINDGARH
SURYA WORLD, RAJPURA
PUNJAB
CT GROUP OF INSTITUTIONS, JALANDHAR
DAV INSTITUTE OF ENGINEERING & TECHNOLOGY, JALANDHAR
LOVELY PROFESSIONAL UNIVERSITY, JALANDHAR
SRI SAI GROUP OF INSTITUTIONS, PATHANKOT
RAMGARHIA INSTITUTE OF ENGINEERING & TECHNOLOGY,PHAGWARA
RAJASTHAN
INSTITUTE OF ENGINEERING & TECHNOLOGY ( IET ), ALWAR
POORNIMA GROUP OF COLLEGES, JAIPUR
KAUTILYA INSTITUTE OF ENGINEERING & TECHNOLOGY, JAIPUR
SWAMI KESHVANAND GROUP OF INSTITUTIONS ( SKIT ), JAIPUR
OUR MAJOR COMPITITOR
Times education fairs-In January 2004, Times education fairs, the fastest growing and
most innovative Indian event management company. A single platform that offers a vast array of
courses from the best colleges to help you choose the right path towards success. You don't need
to go any where, as we bring you all the information you need on your field, in you own city.
The Big Leap Job Fair is a unique platform that helps showcase your organization to prospective
employees thereby strengthening your brand image in the recruitment market. In addition it
brings down your cost per hire as you can interview candidates in person and hire for several
positions on the spot. In the last 3 years, Timesjobs.com has organized over 600 Job Fairs across
the country, which have succeeded in attracting in excess of 20,00,000 walk-ins & 2,50,000 'on-
the-spot' job offers.
The Big Edge: Why must you participate in The Big Leap Job Fairs?
Build and strengthen your brand image in the recruitment market: Each fair is backed by a
b targeted media campaign on Timesjobs.com, all Times of India group publications (The Times
of India, Times Ascent, The Economic Times, Navbharat Times), Radio, the Internet via targeted
mailers in addition to other media such as banners, fliers etc.
Hire quickly yet cost effectively: The large number of walk-ins at Job Fairs provide a quick and
cost effective way for hiring talent for various job openings on the spot.
Build your resume bank for future requirements: Job Fairs provide a great opportunity to
collect resumes of candidates across various specializations and experience levels.
Networking: Job Fairs provide a great opportunity to network with recruiters as well as HR
managers from other companies. Job Fairs provide a great opportunity to network with recruiters
as well as HR managers from other companies.
A Typical Job Fair and How It Works
Typically a Job Fair is a two day event, organized usually over a weekend.
The pre-event publicity starts about 10 days in advance and is geared towards maximizing
candidate participation as well as providing brand visibility to participating corporates.
On the days of the fair, candidates that walk-in, first register at the registration desk and then go
on to visit the stalls of companies they are interested in.
Participating companies are free to complete the selection process at the fair itself, though some
prefer to do just a basic screening at the job fair and complete the process subsequently.
The Job Fair gets editorial coverage in various Times Group publications.
Types of Job Fairs
Jumbo Fair: The largest job fair in terms of the sheer number of recruiters and jobseekers that
participate. It is organised in metro cities such as Delhi, Mumbai, Hyderabad etc. Close to a
hundred recruiters across industries participate in this fair, which also has a special section to
showcase institutes offering career enhancement courses. This offers the perfect opportunity for
brand building, mass recruitment and building your database.
Big Leap Diversity: A fair, in which, recruiters from various different industries participate to
recruit talent across functional areas and experience levels.
Big Leap Industry Specific Job Fairs: These fairs are specific to a particular industry.
Example: IT Fair, Retail Fair, BPO Fair, Hospitality Fair etc.
Big Leap Domain Specific Job Fairs: These are skill specific job fairs. Example: Java Fair,
Unix Fair, Testing Fair etc.
Big Leap Campus Job Fair: This type of job fair offers the perfect opportunity to recruit final
year students from the college where the fair is organised.
Reverse Job Fair: This type of job fair is organised in a college campus and offers the perfect
opportunity to hire talented freshers from that college as well as other neighbouring colleges.
Timesjobs offers a value-add in these fairs by pre-testing interested jobseekers. This helps you
save time, as you need to meet only the qualifying candidates.
Exclusive Job Fair: A job fair, which is completely customised to the recruitment requirements
of a specific client. You can focus all your energies on hiring the right talent while the Timesjobs
team manages the event from start to finish.
Edutech- Edutech is an established provider of technology-based education solutions for the
corporate, academic, and government sectors. We enable academic institutions and corporate
organizations to improve performance by facilitating knowledge enrichment and skills
enhancement.
Educomp solutions ltd.
Educomp Solutions Limited, founded in 1994 is a globally diversified education solutions provider and the largest
education company in India. Educomp Group reaches out to over26,000 schools and 15 million learners and
educators across the world.
Introduction of Event management industry
In India what is the scope of event management industry and what is the growth prospects of this
industry. We analyzed growth and expected growth of event management industry analyzed
event management segmentation wise.
Event management is the management of events, so as to speak and put it in very simple
terminology. Managing an event requires a set of skills that can be derived with experience,
talent and today, there are colleges and institutions that offer event management as a topic of
study and education. Introduction to event management can be easily explained with the basics
of knowing that events are a large deal. For corporate as well as non corporate, events are a big
deal and have to be handled and maintained well and with planning as well as foresight.
Introduction to the interesting world of event management.
Events are gatherings of people and occasions- the key is to have a good gathering where people
are not uncomfortable and where they leave the party or event feeling satiated.
Events need to be understood from step one.
Events need to be looked into from every angle and one needs to know that events are different
and differ from one another. Meaning, or in other words, events that are conducted for corporate
will of course be different and the profiling of the party or event for a corporate launch, to state
an example, will of course be different and unique from say, for instance, a birthday party or an
event related to any kind of celebration.
From the people who stand to welcome the guests in formal clothing, to the food and beverage
list, to the arrangements of flowers and also to checking if the speakers and the microphone are
working and in good condition, it all encompasses and comes under the purview and the
watchful eye of an event manager. An event management firm always looks at handling a to z of
the event, from inviting people for the event to making the invitation worthy of a compliment as
well as all of the get together handling until the last guest is ready to leave. Even post that, the
costing is often worked out by the event management firm. The event manager has to be on alert
mode at all times. Food and beverages should be more than sufficient and should be served well
and with classy outlooks and the ambience is a large part of the deal. A good event should look
and feel good and gives out those same vibes to people who attend it and are present.
Today entertainment and event marketing has become a large income generating marketing.
Many of the industry profile state that any event which requires funds would call for an excess
budget, but the fact is a well planned strategy for an event will work on any budget. Event
marketing thus become a very important part of an event plan.
In this module on Event marketing, the following things are given below:
1. WHAT IS EVENT MARKETING?
2. MARKETING EVENT
3. CREATING A BUDGET
4. POSITIONING EVENT
5. CREATIVE CHECKLIST PUBLICITY
What is event marketing?
There are certain strategies to following which are applicable nap matter what the size of the
budget in these are:
a. Identifiable target market
b. Accurate positioning
c. Good channels of distribution
d. An effective launch strategy
e. Category domination
f. Sustaining power
g. Delivery of a promise
It’s a creative thinking not the limit to spending power that determines success. A major
marketing tactic employed in the event marketing strata are:
The need to use multiple channels of distribution -
Gone are the days of relying solely on receipt. Videocassettes, cable and network
television and foreign sales are all diverse sources of revenue.
The importance of synchronous launch-
Forget about launching a product market by market, consumers have short attention spans
multiple entertainment options
The aggressive use of credible endorsements-
If someone raved about your product, let everyone know. Consumers are generally
influenced by third party testimonial
At the same time, the entertainment and event industry has taught some tough lessons the
hard way. For e.g- don’t let your costs run high that return on your investment is
impossible and never advertise or distribute your product when everyone is releasing
theirs.
Event marketing involves the setting of prices, packaging, advertising, distribution and
merchandising of just about any form of entertainment or event merchandising of just
about form of entertainment or event available for public consumption.
What can marketers do to reach this position. ?
While it is true that the public has a veracious thrust for some new event simply
producing a product or event no long guarantees success . Prior to risking thousands or
even millions of rupees promoters , producers and entrepreneurs must determine exactly
who their audience or target audience is and how best to reach it. Reaching your target is
half the battle won. Convincing them that it is the best thing that has happened requires
marketing prowess.
Whether you call it marketing or hype , great advertising is a kind of art that can often
help propel your product towards a very profitable existence within its short life span.
Before we dive into the wonderful world of event marketing, we need to look at the
world of advertising.
Marketing event
There isn’t an industry in the wonderful world whose marketing exercise are more than
discernible than the event/ entertainment business. When we market an event, we are
charged with creating a brand in the shortest amount of time possible. Advertising,
publicity, promotion in some cases, research are the tools of effective event marketing.
To make it, project should be armed with a good poster, press kit, lots of promotions and
a creative campaign and sometimes the event, nobody can predict an event’s success or
failure. At the same time not even the most provocative and powerful marketing can save
a bad event.
Prior to beginning the marketing process for an event, it’s a good idea to take a check of
the saleable qualities of an event before you market it. Ensure that you are properly
equipped to proceed. You should be able to answer the following questions about your
event before you market it:
a. Is it a strong and unique event?
b. Have there been similar events of the same genre that has been successful?
c. Do you have any notable cast in your event ?
d. Do you have a target audience?
e. Is the key art powerful?
f. Does the product/company connected with the event have a marketable track record?
g. Is there a merchandising capability?
The reminder of the process deals with the challenges and issues these questions raise.
Creating a Budget
There is no set formula when setting a budget to market an event. We have to look at
several variables prior to generating a budget:
What is the potential of our event?
Who is our audience?
What is the gross of similar events held in the past?
We will also need to find out how many markets should be included in the release of our
event.
The other approach to budgeting is targeting our audience and determining how best to reach out
to them. This can be very tricky, since making a mistake by targeting the wrong market can
destroy an event.
The way to ensure a strong opening is to create awareness frenzy as the premieres. Depending on
the genres, we need to generate a lot of publicity, press releases and a breakthrough campaign to
isolate our product amidst in the clutter. The most essential and effective tool is in building
awareness for any event in a campaign.
EVENT: -
Events have always been directly linked to stability in the economy and economic growth.
India's economic boom is reflected in the event management scenario with it growing into a
multi -crore industries with live-entertainment events, both domestic and international, assuring
a big audience.
A spate of highly successful international concerts, from Scorpions to Bryan Adams, Roger
Waters and Deep Purple in the past few years seem to have put India on the international touring
map for major artist. Event management companies are promising big international name like
U2, Enrique Iglesias to name a few to be touring India in the near future.
Apart from these regular fares such as international music concerts and film award, event
managers believe the " next big thing for this segment will be sports based events, celebrity
management and conventions and seminars - both on a national and international scale. In the
unorganized sector, wedding and similar social engagement expect to be the ke <drivers for
growth. Event management in rural areas has al been identified as having
tremendous potential, though in e longer term. The spread of events from large metros to A- lass
cities has already begun to meet the entertainment need the growing cities.
Events termed as the below-the-line marketing concepts, have also become an important tool for
companies to build the brand image
in the minds of the target audience and as competition grows
fiercer, event marketing could become a vital marketing weapon to
tap the designated audience.
Ro le of an Event Manager
There are four major types of events which an event manager can be called to work upon:
Corporate event management Organizing publicity through media (TV coverage for
Instance) Parties and weddings
Sports event management
There are many sub-categories within the industry that one can specialize in, depending on one's aptitude and inclination. The tasks involved in managing an event may come in three stages:
,
Pre-Production:
At this stage, it all at the conceptual level with sub-tasks including planning logistics, marketing and public relations.
Production:
. The most crucial and creative part, frequently involving TV coverage for a fixed slot/duration.
Pos t -prod u c t io n :
This principally revolves around public relation and media publicity, but requires planning right
from the pre-production stage.
Master of ceremonies
General go-fer
The position calls for nerves of steel, quick thinking and the pay is not all that good ... but event manager do get a tremendous sense of achievement! They need to have good time management skills, an ability for creative thinking and good negotiation and public relations skills to assist his/her in their role as event manager.
The skills required to be an Event Manager…
No formal degrees and qualifications are required to manage events. For those with a flair for marketing and expertise at handing people and situations, a career in Event Management spells sheer success. They must have the capability to manage tasks responsibly; right from grass-root laborers who put up the stage ... to being able to sell an event to companies and manage the publicity for the event.
A Jack of all trades, a Go-Getter, a risk taker, a resourceful, efficient and creative leader defines an Event Manager. According to Teamwork, "An event manager is a person who can wear many hats: an all-rounder, with 100 per cent commitment. "
Most importantly, they should have a genuine passion for events and be flexible about hours
work, These are both necessary because organizing even s equinity entails working late nights
and odd hours and a wide variety of events.
Publicity
Publicity is used to legitimize the claims that we are advertising about our product/event.
Publicity is carried out to direct the public's attention to our event. The publicity process should
begin the minute a deal is signed to produce an event and it should be continuous throughout the
release. During the pre-production period, stories regarding the event, its cast, the actual event,
special effects should be regularly fed to the press. Here are a few points
on how to generate a good publicity:
a. Assemble and distribute a comprehensive press kit to journalists and critics.
b. Secure major stories with newspapers and magazines. Ensure these stories break around the
time of our event release date.
c. Distribute our electronic press kit to television studios, clips of the product, event and
interviews with the creative team.
d. Arrange screenings for opinion making groups that will help
spread the word.
Eg-let local celebrities to attend premiere screening and also attach a radio, television and/or
newspaper sponsor to the premier screening
What is a Special Event?
Special events can occur on an annual, bi-annual or any regular basis, or they can be one-off
celebrations or festivals. They can be events tailored to a specific area such 'as the Tamworth
Country Music Festival or the Carnival in Rio, or they can be cultural or
sporting events which are transferable to any location, state or country such as the Soccer Wotld
Cup and Davis Cup. There is no limit to the scope of special/events. The challenge to any Event
Manager is to make his ~~~ event stand out from the thousands of other events offered to the
public each year. The publicity gained from media coverage of a successful, outstanding event is
something money can’t buy and is necessary for both the continued growth of the event and its
necessity to attract sponsors. Special Event organization is a growth industry in India.
The industry has now come of age and, with the advent of globalised media coverage, new
markets have opened up for sponsors to get their message across to increasingly larger
audiences. There is keen competition between large corporations to sponsor prestige events but
many smaller events struggle to attract even local sponsorship.
Special events have taken on a much higher profile with the addition of spectacular pyrotechnic
displays and innovative audio-visual production techniques that is beamed to billions of special
Event Managers to deliver an event that surpasses everything that has preceded it.
So you want to be an event manager. ?
The Event Manager plays a critical role in the planning, co-ordination and subsequent success
( or failure) of any event.
Among other things, he or she may be required to assume the role of:
Creative director
Human resources manger
Trouble shooter
Public relation officer
Licenses
Accountant
Health and safety officer
Positioning Event
Long before the creation of our campaign begins, the positioning of our event must be decided.
The positioning of the genre of the event decide the type of audience we will reach and exactly
how we will posture the event to the press, who will write about it long
before the consumer will ever see it.
Once we have determine d who our audience will be, we can then start to research their
characteristics and model our campaign after other similar events at have proved successful.
Creative Checklist
This section describes the creative elements necessary for the development of the key art and
promotions required to sell our event. /
Key art
Key art is the image created for the poster and later adapted for newspaper ads and publicity
materials. Key art is the first element of creativity developed long before the event. The role of
the poster is to generate an early awareness for the event. The poster image should be clean and
simple. It's important to remember that key art designed for the poster will also be adapted for
the newspaper campaign. The graphics must be clean and powerful in order to reduce properly as
our ads grow smaller in the third or fourth week of release.
Along with the poster comes the cut line. The cut line or copy line is generally a few words t at
position or set up the event. The copy should be provocative, able to set a mood and sell the
event
CURRENT SCENARIO
The organized industry has from around Rs.350 crore during 2002 to be an Rs.580 crore industry
in 2003. The live entertainment and event management segment has demonstrated an overall
growth of over 60%. As this segment , which is still in its infancy, become an increasingly
important part of the media pie, it is expected to demonstrate a growth of 30% per annum over
the next five year, in effect more than doubling its size to approximately Rs 1443 crore by 2008.
And that’s just the part that can be measured and estimated. There are about 10-15 large players
with revenue around Rs.20 crore each many small players- around 70% of the segment remains
unorganized. The event segment as a whole can be divided into several key sub- segment that
include corporate events. Sports arts and theater, felicitations and contest, festival and personal
events. Of these, small operations in the unorganized sector primarily manage weddings, small
corporate events and festivals, which have not been considered for the purpose of the size of the
industry
..
