Event management conceptualization to implementation

Abstract

INTRODUCTION: EVENTS DEFINED Occurrences designed to communicate particular messages to target audiences1. Events are an additional media whereby two way communication is possible2. Something noteworthy which happens according to a set plan involving networking of a multimedia package, thereby achieving the clients objectives and justifying their need for associating with the event3. An event is a live-multimedia package carried out with a preconceived concept, customized or modified to achieve the client objectives of reaching out and suitably influencing the sharply defined, especially gathering target audience by providing a complete sensual experience and an avenue for two way interaction. The population of the target audience that the event is exposed to is called the reach of the event. The live interaction process facilitates communication between the clients and the audience. This process strengthens the possibility of mutually beneficial transactions occurring in tune with the desired objectives for the event. Events have, therefore, also been termed as experiential marketing. Management of an event encompasses all activities involved in planning, organizing, staffing, leading and evaluation of an event. In fact, all operational groundwork for an event such as the ground work, viz. venue selection and stage design, arranging the infrastructure facilities required, liaison with artists/performers and networking with other activities such as advertising. Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiation as well as marketing opportunities to define and retain event properties4 by gathering market intelligence with regard to pricing, timing, etc.