Professional Documents
Culture Documents
General remarks
The history of the Roman games is very well known. It still fascinates novel
writers, movie directors and historians. The circus production was growing
to such an extent, that, as a consequence, a whole event industry was
developed. Huge number of people and businesses were involved in the
process of game organization: from gladiators to transporters of sand
(sometimes from Egypt), from clearing the whole areas from dangerous
predators (the European lions were exterminated), producing a positive
externality opening those areas to farming) to Vestal Virgins guarding the
sacred flame that was kept burning during the games. An event production
was in perfect harmony with the design of the buildings. The round shape
was boosting the desire of masses for more excitement, i.e. blood - having a
view of the rest of the circular building.
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defining critical issues when setting objectives. In this context,
Specific means that there is only one major content per objective. It
is very often the case that a core event is grouped together with the
so-called parallel events or satellite events. Also, the main or core
event could have rich program for the attendees. But, in this phase of
event planning, it is necessary to focus on general content that would
fit with the principle objective.
Brain sailing
This represents a characteristic phase in event planning when
again the team has a possibility to enrich the event concept, polish the
ideas, add other moments in the main content, shape the ideas
according to the tradition and style of the organizer.
Brain-sailing could be considered as a moment of shaping and
designing main elements in order to give them a recognizable outfit
and to serve as one of the last chances to avoid possible mistakes.
Draft Plan
The point is to draw a draft plan of events, the bones, to have
the first view of the organization as a whole. The general view at the
organizational chart and description is practically the last chance to
make some more considerable changes to the event plan.
has
to
check
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organizations environment. Besides that, there is a need to sum up
ones own capacities. These are the preconditions for creating a
detailed plan.
Detailed plan
A detailed plan is, in fact, the matrix of activities. The activities
are fully defined and easy to control.
Budgeting
Creating a budget is always one of the most important steps.
Besides the fact that events are among the most expensive tools in
marketing and communication strategies, budgeting is a step which
follows other steps in creating a plan. The first question is how to
reach defined objectives, and then, as a consequence of the chosen
plan, the question is How much does it cost?.
Organization
There are several models. One is to organize all the activities by
your own staff, company or institution. The other possibility is to
focus on an external agency, specialized in event organization. The
third model is mixed. Some activities are done as a regular job of your
people, and others are outsourced.
Implementation
This step means the event itself. But, this is also a very stressful
phase, with the special role of risk management. The main problem is
how to be with all your audience at the same time, how to get an
insight into their feelings, how to measure the return in smiles.
Personal contact is a unique quality of this marketing tool, so in the
implementation stage, it is the most important thing.
Evaluation
The process of evaluation starts before the event. But it is also a
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process which has to be practiced during the event. Measuring return
in smiles has already been mentioned. The event is producing fresh
impressions and it is time to capture them small questionnaires,
interviews, etc. are very welcomed. There are several indicators, such
as cost per contact or the number of visitors per square meter. The
intention is to enrich the list of criteria and indicators which could
measure the ROI in a more precise way.
Legacy
Creating a successful event means producing a unique
experience, feelings and dreams. The event planners are trying to
produce memorable events. You never forget a concert in Vienna,
fireworks in Valencia, a congress of your association in Istanbul,
some wedding party or exhibition of conceptual art. However,
speaking about legacy means not only making an event memorable.
One of the important parts of the legacy problem in event planning is
producing the need and creating a new demand. Creating new
practices, (new way of cooking) or new life styles all of that
belongs in the last step of the planning process. But, in a way, the
LEGACY ISSUE has to be considered from the very beginning as a
crucial moment of the event management.
W`s: 5, 68?
Answering the questions: Why? Who? When? Where? and
What? is the essential part of the planning process. Each of the
answers plays a distinctive role in creating successful events.
When
choosing
the
location,
the
event
managers are looking for
accessible
destinations,
audience
comfort
and
moderate costs. There are
several solutions. Each of
them has some pluses and
some minuses.
1. Host the event at your own site, ground or plant. The idea is
good because you are at home, no special costs, but at the
same time, there is no adequate technical support and it might
not be to inspiring for the attendees.
2. Conference venues and banquette halls are designed for
hosting events. There are not many risk factors. But the cost
could be high, and these venues are not to exciting to motivate
the participants.
3. Remarkable sites, such as museums, government buildings,
historical monuments (Zaric, 2010) offer unique opportunities
for the participants and visitors to enter, to touch, see and feel
the unique atmosphere and interiors of these buildings.
Sometimes, event managers organize just one part of the event
program in such settings. They stage awarding ceremonies,
cocktails, farewell parties at the Great Wall, in the halls of the
Chausescu Palace in Bucharest, or in the Natural History
Museum in Vienna. For the organizers, it could be a hard job,
getting some special conditions and licenses, sometimes
limited use of technology, close links with the local
government, etc.
4. Exotic sites, such as caves and waterfalls, are suitable for
some special occasions and this option also requires a very
tentative activity of the event organizers.
5. Cruises became very popular for some associations meetings
and conventions. There is the problem of weather the
participants
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responsibilities? As it is an activity producing a lot of tangible and
intangible effects, depending on many factors, it is necessary to
define and allocate the responsibilities carefully for each section of
the project.
WHOM? Reporting is a very important activity in the event
organization. As there are a lot of stakeholders, from the main target
group up to the local authorities, media and sponsors, the event
managers have to be aware of this variety of interests and provide
them with special reports during the follow up activities. To whom
and what kind of reports and other information would be sent?
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Product
Price
Procedures
Paramounting
online networks
Place
EVENT
Physical
Evidence
Politics
Process
Packaging
People
Promotion
This step defines the others, among which the most important
ones are the program features. The features have to attract the audience
and clearly explain and illustrate the purpose of the event.
The attention of the professionals and academics on event
marketing (Hoyle, 2002) is growing. Many of the professional bodies
and experts are reporting evidences of the problem of event
marketing which has been underestimated for a long time. Hoyle
suggests the use of 3 E`s of event marketing:
1. Entertainment
2. Excitement and
3. Enterprise.
Modern people live in the society of consumerism and
entertainment. Event planners have to create a special atmosphere,
live and personalized contacts, human approach and transfer of good
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energy in order to attract visitors or participant, and to entertain them.
There is a need to create exciting events. The use of special
effects, serving special food or drinks and even long waiting for the
start of the fashion show generate excitement in order to produce a
memorable event. The third E enterprise is an impetus that is
pushing event managers toward new audiences, new venues and new
territories. Event marketing managers have to show their
entrepreneurial spirit.
Getting to know not only the needs
Three E`s of Event Marketing
of the audience, but their dreams as
1. Entertainment
well, pioneering in discovering new
2. Excitement
3. Enterprise
possibilities to promote and sell
events.
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international road shows (Free Market Road Show, organized by
Viennese Hayek Institute). HR agencies are head hunting event
planners and event managers at the global market place.
i) As events have to make a strong impact on our senses, This
means that planners have to be more creative and more
courageous in inserting new technologies, staging events at
unusual settings and locations. Inviting celebrities, business
speakers of the year, prominent artists, serving luxurious dishes
and expensive food all helps in creating a strong WOW
effect and making the memory last longer. In short, the trend
would be combining the teams of event organizers not only with
designers or architects, but stage designers from theatres as
well.
j) Besides team members specialized in marketing, it would not be
rare to have movie directors, etc.
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