Events What are Events Pushkar Mela Events organizing

Events

What are Events? �Pushkar Mela

Events organizing agency: �Whisper Design

�Conceptualizing event according to the product and target audience specification �Event Professional

Events Defined: �Philip Kotler: �Events as occurrences designed to communicate particular message to target audiences. �Suresh Pillai MD Eventus Management Considers Events as an additional media whereby two way or interactive communication is possible.

�Deepak Gattani Director Unirapport: Events as something noteworthy which happens according to a set plan involving networking of a multimedia package, thereby achieving the client’s objectives and justifying their need for association with events.

Comprehensive New Definition �An Event is a live media package carried out with a preconceived concept customized or modified to achieve the client’s objectives of reaching out and suitably influencing the sharply defined specially gathered target audience by providing a complete sensual experience and an avenue for two way interaction.

Event Reach Live Interaction Right communication with Desired Impact From the client Live Audience Creates

Reach �The population of the target audience that the event is exposed to is called reach.

Live interaction �The live interaction process facilitates communication between the clients and the audiences

Events �Strengthens possibilities of mutually beneficial transactions occurring in tune with the desired objectives of the event �Events also termed as experimental marketing.

Event Management �Planning �Organizing �Staffing � Leading �Evaluation �Venue selection �Stage Design �Infrastructural facilities Required �Liaison with artists/Performers �Networking

Event Marketing �Canvassing for clients �Customized package for clients keeping brand values and target audience in mind �“State of focused event strategy managed consistently over a period of time to reinforce aspects of brand character” �EM involves Simultaneous canvassing and studying brand prints, understanding what the brand stands for, its positioning and values, identifying target audience and liaison with the

5 C’s of Events �Conceptualization of the creative idea/ambience �Costing i. e. cost of production and margins of the event �Canvassing for client/sponsors, customers /audience and networking components. �Depending in the customers’ needs and marketing objectives, Customization of the concept is required. �Finally Execution - Carrying out

Event Designing �Event Designing Sequence may or may not be strictly followed Final concept to be carried out is a derivative of a series of modifications to the initial concept. �Reach Implies exposing the event to the right number of the right audience. �External Reach from event networking �Networking Mix �Actual Event Reach

Interaction �Interaction Is a process in which there is an exchange of various types of information between the clients and their audiences. �Interaction points �Direct Interaction �Indirect Interaction Built around event and not during the actual event �Interaction Catalysts or Enablers

Relative Importance of Events as a Marketing communication tool. Dominant Strong Favorable Tentative Weak Introductio Growth n Mature Decline

�Events Traditional modes of communication

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