DIRECT AND

EVENT
MARKETING
WHAT is an Event ?

For most of us an event is nothing more than organising a wedding, or a party

or cultural- management fest. Just find a suitable venue, theme it, get in some
food and drink, book the band/marquee/flowers and then make sure all the
invites go out on time…easy…isn’t it?”

Unfortunately managing an event is rarely as simple as the ‘checklist’ in the

opening quote, but with the right level and quality of event management, with
a good team and with confidence (through experience) it can be a relatively
stress free ride that brings you an incredible buzz, a huge sense of achievement.
 Multitasking
Planning
and Budgeting
rehearsal

Creativity Team player

Some of the key

skills involved
Attention to
in truly great People skills
detail
event
management
Why Include Event (Event acts a Marketing Tool)
Brand Building

• Creating awareness about the launch of new brands/products

• Presentation of brand description to highlight the added features of product/ service
• Helping in rejuvenating brands during the different stages of the PLC.
• Helping in communicating the repositioning of brands/products
• Creating and maintaining brand identity
• Image building

Focusing the Target Market

• Helping in avoidance of clutter

• Enabling interactive mode of communication

Implementation of Marketing Plan

• Enabling authentic test marketing

• Enabling focused sales and communication
to a captive audience
• Increasing customer traffic in stores
• Enabling sales promotion
• Helping in relationship building and PR activities
• Generate immediate sales
• Generating instant publicity
• Recruit new distributors and sales representatives
Why Include Event (Event acts a Marketing Tool)

Market research

• Enable Market database assimilation, maintenance and updating

• Provide instant feedback and opportunity for authentic and instant market research

Relationship Building

• Giving relationship management a proactive feel

• Creating a forum for bringing together key corporate influencer, decision makers and businessman
• Creating a forum for career match making

Creating opportunity for better deals with different media

On the basis of principle

Competitive
Events

On the
basis of
Principle
 Artistic
Expressions
 Cultural
Celebrations
Exhibition
Events
Charitable
Events
Special Business
Events
Reach Interaction Matrix
On the basis of Time Frame

Pre-planned Events

Ad-hoc Events

On the basis of Risk rating

Sponsored Event

Partially – Sponsored Events

Ticketed Events

On the basis of Budget

Big – Budget Events

Small – Budget Events

On the basis of Locations

Overseas Events

Domestic Events
• Rural Events
• City- Based Events

Multi – Location Events

On the basis of Concept

High Creative Content

Low Creative Content

On the basis of Artist

New / Inexperienced Artist

Experienced Artist
On the basis of Clients
Key Elements of Events
5 C’s of For sponsor,
Event designing customers and
networking
component
Of the event
according to brand
Involves personality, budgets
Canvassing
calculation of the etc.
cost of production
and safety
margins Costing Customisation

Conceptualisation
5 C’s Carrying- out

Involves execution of
the event according
Of the creative to the final concept.
idea / ambience
 Infrastructure

Consumer
Economy
Behaviour

Rural
Competition Vs Lifestyle

Urban Events
Socio –
Habits Cultural
background

Availability or
Reach
Rural Contact Innovative AV Shows
Programs Media
Fairs and Melas Folk Shows

Entertainment Shows
Definitions
• Smilansky (2009) says that “experiential marketing is the process of
identifying and satisfying customer needs and aspirations profitably,
engaging them through two-way communications that bring brand
personalities to life and add value to the target audience.”

• According to Yuan and Wu (2008),”Experiential marketing can be seen as a

marketing tactic designed by a business to stage the entire physical
environment and the operational processes for its customers to experience.”
 Sense Appeals to the senses with the objective of creating sensory
experiences, though sight, sound, touch, taste and smell.

Feel Appeals to customer’s inner feelings and emotions, with the objective
of creating affective experiences that range from mildly positive moods
linked to a brand to strong emotions of joy and pride.

Schmitt's
Five strategies Think Appeals to the intellect with the objective of creating cognitive,
Model of problem-solving experiences that engage customers creatively.
Experiential
Marketing Enriching customers’ lives by targeting their physical experiences,
Act
showing them alternative ways of doing things, alternative lifestyle and
interactions.

Relate Appeals to the individual’s desire for self-improvement. They appeal to

the need to be perceived positively by individual others. They relate the
person to a broader social system.
REAL LIFE EXAMPLE
TATA SALT
at
Simhastha
2016
  “Simhasth Kumbh Mahaparv” is one of the four “Kumbh Melas” celebrated by largest
spiritual gathering on Planet Earth. Simhasth Kumbh Mahaparv is rejoiced by holy dip
in the sacred river Kshipra in ancient and religious city Ujjain (Madhya Pradesh).

 At Ujjain, Kumbh Mahaparv is specifically called “Simhasth Kumbh Mahaparv”

About because the Sun (in Sanskrit “Surya”) is in the zodiac Aries (“Mesh” in Sanskrit) and the
Jupiter (“Brahaspati” in Sanskrit) is in the zodiac Leo (in Sanskrit “Simha”) when it
Simhastha takes place.

2016  Over 60 lakh people had gathered on the last Shahi Snan day, which also marks the end
of Simhastha festival that began on April 22. "As many as eight crore people have taken
bath in Kshipra river during the month-long kumbh,” (Kishore, 2016)
• "Shubh Bhojan ki Shubh Shuruwat" is the latest campaign by Tata Salt executed by The Brand Brewery.

• The brand, in its effort to restore the long-lost tradition of having a pinch of salt before a meal, (a custom believed to be
auspicious, life-giving, and life-preserving), along with experiential marketing thought, undertook two steps.

• First, they launched its innovation where they created a special section in Tata Salt branded Thali for salt in order to
give salt its rightful place.

• It distributed one lakh branded 'thalis' to 15 'akharas' at the Kumbh Mela venue, on which to serve food to devotees
visiting the Mela.

The
Study
 According to the report for eventfaq (Jain, 2016), the following were the direct and
indirect outcomes of the Tata Salt’s campaign:

• More than 35 tons of Tata Salt was distributed to various akharas to be used in
preparation of the auspicious meals, and also to be served at the beginning of the
meal.
The
• In sum total approximately 50 lac pilgrims were fed - not only their stomachs as well
Outcome as their minds and thus creating new perception of salt.

of the • Cost per contact was found to be less than 1Rs./person.

Study • Coverage in regular edition and special features of National dailies. Also featured on
prime time news.

• Trending across social media networks.

• Global online media coverage

 Experiential Marketing is many a times get confused with event marketing, but on a
broader prospect if we see, we can find that it is somehow making customer moving
one step closer to the product through not only see them live but also experiencing
them so that they can have much better connectivity with the product and a direct
feedback to the marketer.

Conclusion We can see that Tata Salt has smartly used the Experiential Marketing and as a
result they have seen positive results in the mind-set of millions of devotees. As a
result, after Simhastha , The salt brand has launched a campaign called 'Sehat Ki
Chuski' keeping in mind the brand promise of 'Desh ki Sehat, Desh ka Namak' in
which Tata Salt distributed special 'Energy Drinks', a handy energy ice bar made up
of Tata Salt, lemon, sugar and purified water.
 In India many players have started experiential marketing as a tool of promotion on
regular basis, whether we talk of Homeshop 18’s campaign at Delhi Airport, Coca-
Cola’s small machine campaign or Volkswagen’s talking with newspaper campaign
and most appreciated Lifebuoy’s campaign at Khumbh.

Conclusion On a broader prospect, we can say that Experiential Marketing is useful for
everyone whether one is a start-up to create awareness among the prospects or for
the one who are experienced marketers to gain an emotional connect, a direct
feedback or gaining credibility amongst the existing customers. These are the
positive result from the experiential marketing that in recent years marketers have
utilized it not only offline (on the field) but online too via digital platform supported
by tools of viral marketing
THE OF EVENTS
WHAT WHEN WHERE WHO WHY
 Why are
you
holding
the event ?
Are you
HY
Appeal to
just a fan
needs
of Music ?
HO
HERE WHY
HEN Emphasize
Is it
designed
Benefits to help sell
HAT a product

Is it viable
 Who are your
event
stakeholders
?
Who are your Who is
external involved
stakeholders internally in

HY (Sponsors and
Media)
running the
event ?

HO
HERE Will they be
interested in
WHO
Who will be

HEN
your event
attending the
staff ?
event ?

HAT
Who are your
How much do
potential
you know
audience and
about them ?
target market
 Where is the
event to be
held ?

HY
HO What do you
Availability need in
HERE of support WHERE location or
venue ?

HEN
HAT Consider
accessibility
of audience,
equipment
and cost.
 When are
you planning
to hold the
event ?

HY Are there When is

HO
weather considered to
factors to be be the best
consider ? time ?

HERE WHEN
HEN
HAT Will the
performers
Does it suits
the need of
you want to
the audience
be available
?
at that time ?
 Explain
purpose of
your event

HY
HO What all What is the
things need expectation
HERE to be taken WHAT of each
care-off. stakeholder.

HEN
HAT
Prioritize
and Identify
Program
Features
Event Planning
Schedule
 Project Manage Your Event Planning

Brainstorm and Planning Event Marketing

Speaker Selection
Evaluation

Conference Logistics and Staffing

Financing Event
 Brainstorm and Planning

Speaker and Venue Selectio

 Event Marketing

Conference Logistics and Staffing

 Government
Financing the Event Grants

Sponsorship

Evaluation
Merchandising
Sales

Participant
Fees

Spectator Fees
 Event Planning Schedule

•A tentative event date – have several dates available since your first preference may not be feasible based on
venue availability. You can also use surveys to find out which dates would work best for prospective attendees.
6 to 4 Months Before the Event

•Two or more venues for consideration – consider factors like maximum occupancy, venue theme, availability of
multiple rooms (e.g. kitchen, VIP lounge, briefing room). You can also use a venue finding service like
Venueseeker.

•Inquire about the availability of your considered venues

•Acquire cost estimate (e.g. venue rental, catering, speaker fees) and have a budget in place – speak with venue
administrators, catering companies, and equipment rental services to inquire about possible discount rates.

•Reach out to any potential partners or sponsors.

•Create your event event registration page early and choose the date you want it to “go live” and accept
registrations.

•Depending on the size size of your event and your audience, you may want to send out a save the date to
invitees as soon as your data and venue are finalized -- if this is a paid event, consider offering early bird pricing.
 Event Planning Schedule

• Secure guest speakers and presenters --You should also have their travel and lodging expenses worked out.
• Plan the event logistics timeline.
2 to 4 Months Before the Event

• Determine the event schedule --You should have a tentative event schedule which may include things like check-in,
speakers, workshops, meals, presentations, networking breaks, and closing.
• Coordinate event schedule and timeline with any partners or sponsors – They should be in the know, and any
requests and inputs they provide should be taken into account.
• Determine what the venue provides and does not provide – Will you need to rent additional equipment? If so,
determine what you need, where you’re going to rent them, and the estimated cost.
• Finalize any partners or sponsors.
• Determine the goals of your event and discuss with key stakeholders.
• This is also the phase where you need to plan your event’s marketing, sales, and PR. You should have a separate
checklist devoted entirely to the marketing and campaigning, which should include:
• Event announcement via social media.
• Event invitations sent via email with link to registration page.
• Devise a social media campaign – This is where you come up with an event hashtag, send out tweets, email
newsletters, and announce VIP/early bird specials.
• Determine the branding of your event with the visuals, messaging, and tone.
• Order any physical marketing materials like banners, collateral, giveaways, etc.
 Event Planning Schedule

1 to 2 Months Before the Event The event is getting closer now, and most attendees should have already registered. Most of the logistics at this point
should also already be complete. At this stage, you should begin the following:
•Designate staff roles – Who will be handling check-in? Who will be manning tradeshow booths X and Y?
•Determine which sales reps will be attending the event and get them trained on your event technology.
•Review the budget to make sure overhead cost figures are finalized and submitted to the accounting department.
•Have a plan B for specific scenarios. You should have a backup plan if, for example, the guest speaker cancels last
minute, or there are technical issues during a presentation.
•If you have guests traveling from overseas or across state, double check with them to make sure their traveling and
lodging are all set.
•Plan equipment setup – Where will the signage displays and other electronic equipment be positioned? Are there power
outlets in those areas?
Your event marketing campaign also needs to tighten up at this point. Beyond simple social media posts, you should also:
•Continue to emphasize that registration is open but could fill up at any minute.
•Create social media contests with free giveaways. Tickets can be the prize if you still have plenty left.
•Submit press releases with more event info, such as who the guest speakers will be, and the type of workshops that will
be available.
 Event Planning Schedule

• 95% of the planning should be completed by this point, so consider this stage as more “preparation”
1 Week Before to the Day of the Event

than planning. Nevertheless, there is always more to be done all the way to the day of the event. For
your final checklist, be sure to address the following:
•Double check with guest speakers, catering company, equipment rental service, and venue administrator
to make sure everything is in order on their end.
•Build anticipation on social media – use a combination of past event testimonials, video highlights, and a
“see you soon” video.
•Send a final reminder to all guests who confirmed their attendance with important logistics information like
directions to the venue.
•If there is still space available for more people to register for you event, it doesn’t hurt to send out last
minute invitations.
•Remind attendees to download your event app if you are planning on using one.
•Coordinate with the venue to confirm logistics including venue staff who will on onsite.
•Plan post-event follow-up, such as sending a thank you message or a discount to attendees for their
participation.
 CONDUCTING NEED ASSESSMENT FOR AN EVENT

• NEED ASSESSMENT is that which relates to the assessment of the resources

necessary to complete a task or project. It is used in event management to establish
what time, financial commitment and staff will be required to bring an event to
fruition.

• It is based upon an analysis of either the problem to be resolved or the service that
need to be established, assessing what is needed to make that services possible.

• Needs assessment and Event management go hand in hand, with event managers
carrying out this process to make the objectives of an event into a reality.

• Carrying out accurate assessment needed for a given event will help to prevent
problems from arising later, as well as providing a basis to estimate the budget
needed for the project.

• The need assessment process should ensure that once the project commences, those
involved have access to everything they need to reach the event objectives.
 To conduct a comprehensive need assessment, there are some basic steps that can work through to assess
what resources or tasks will be required to complete an event :

To gather information about what is needed and consult with employees or volunteers whose expertise will be integral for an effective event

To identify the problem to be addressed and to prioritize the processes to undertake in creating a resolution.

To establish what solutions may be required if any unexpected situations arise.

To gain consensus, agreeing upon what is needed with senior management and key stakeholders involved in the project. They will need to
be informed of what is needed and they must agree to the allocation of finances and resources outlined in the need assessment.

NEED ASSESSMENT helps to ensure that an event progresses smoothly. A skilled event manager will make
use of the information contained within the needs assessment to successfully complete the event and to
resolve any issues in a timely manner when they arise.
 Risk Feasibility

The feasibility analysis should aim to identify any risks such as:
•The sufficiency of lead time (years, months, weeks) to organize the event

•The date of the event and whether it clashes with any other events that may significantly effect the success of the event

•The budget and whether the event can be run without incurring a loss

•The degree of support that can be gained from the community, government, and parent bodies.

•The sufficiency of resources such as equipment, manpower, finances and facilities

•The environmental impact and whether the event may cause a disturbance to surrounding community, and cause traffic congestion, waste, noise, and lighting

spillage

•The legal considerations such as permits, landholders permission, alcohol licensing, fundraising regulations

•In addition to the above, there needs also to be a thorough examination of risks to human safety as sporting events are inherently risky. It is the first and
foremost duty of all event directors to implement strategies to ensure the safety and well-being of all event go-ers.
Time feasibility

•The sufficiency of lead time (years, months, weeks) to organize the event

•Venues, whether they are ovals, sports centers, theatres, pools or other types of facility, must be booked months in advance. The most
popular venues may be booked more than one year in advance. This has a direct bearing on the feasibility of staging an event

•If insufficient notice is given to participants (and officials) they may be unable to book air flights or arrange for leave. Furthermore they
may NOT attend because they have other engagements that they cannot change or simply because they have had not time to prepare for
the event..

•The sheer number of tasks to be performed when organizing an event also suggest that would-be organizers should look very closely at the
time allowed to complete such
 Funding feasibility
The feasibility study needs to be able to predict the financial outcome of staging an event
to a reasonable degree of accuracy. This entails developing a budget where all expected
revenues and all known costs are listed. It is most important that would-be organizers
exercise a high degree of realism when estimating possible revenues. Furthermore, it is
vital to ensure that all costs are included. Two typical situations can spell disaster:

1. The event goes ahead despite the loss of a major source of income i.e. sponsorship is not as much as planned, a funding
submission to government fails or only half as many participants enter.
2. An unexpected cost arises but it is too late to cancel or change the event i.e. venue costs escalate, errors are made in
calculating the cost of officials, or extra equipment has to bought at the last moment.
History shows numerous organizations large and small that have run into financial difficulty and even bankruptcy as a result of
staging an event. A general rule for running events is that they must not run at a loss except in special and planned circumstances.
Therefore it would be prudent to ensure the initial budgeting processes are accurate and to aim for substantial profit.
 Support feasibility

The feasibility study must gauge whether there is support for the event from within the organization. This is vital as an event is generally
work and many helpers must be found. Organizational meetings and numerous one-to-one consultations will usually provide evidence
whether support exists.

Events often need support from outside the hosting organization if they are to be successful. Some of the reasons to contact and consult
other organizations include:

• To estimate the amount of interest in participating

• To seek assistance with equipment lending
• To share facilities and venues
• To seek sponsorship or funding

If the support that an event needs for participants, officials, helpers, sponsors and other interested parties is not forthcoming then there
must be considerable doubt about the feasibility of this organization to stage this event at this time.
 Staffing feasibility

The human resources required to plan, organize and stage an event includes everyone from the Event Director down to volunteers who
serve at the food stall. It is necessary to assess whether the organization has or is likely to have sufficient personnel for all event
management tasks. If no-one is willing to offer themselves as a event director or there is no-one with appropriate experience who is
affordable, then it must be assumed that the organization is unlikely to be successful at staging the event. Furthermore, at the feasibility
assessment stage, it is important to count, analyze and understand the myriad of tasks required and to determine whether there is sufficient
number of available personnel. Provided there is sufficient time, inexperienced personnel can be trained.
 Venue and Equipment feasibility
Those are responsible for assessing the feasibility of an event must consider whether there is access to a suitable venue. The venue should
be equal to or better than the standard expected by all participants and other stakeholders. There are dangers for the organization and
sport/recreation activity if the venue is substandard. Therefore a lack of a suitable venue has a major effect on event feasibility.

Some categories of equipment such as personal sports apparatus are the responsibility of the competitor. Other types of equipment such as
scoreboards, lighting and timing equipment are the responsibility of the organizer. If the organization does not own sufficient equipment to
stage an event it can be bought, borrowed or hired provided there is time and funds available. There may be a feasibility problem if
sufficient equipment does not exist locally and it is too difficult or expensive to transport equipment from other places.
 Environmental Management

The staging of events generally has some environmental impact. This may range from traffic congestion and parking problems to damage
sustained by the environment. The following are some examples of the environmental impact of an event:

• Damage by cars in an off-road area

• Noise pollution
• Traffic congestion
• Sanitary problems
• Danger to fauna and flora
• Water pollution e.g. power boat racing
 LICENSES
PERMISSIONS

EVENTS
PPL (Phonographic Performance Limited) License
PPL is a license for playing recorded music in public, the license for public performance of music recordings. It allows you to
use other artistes’ musical creation at your event with freedom. Suppose, you are planning to organize an EDM in India, and
you are playing recorded music or musical videos at the event “in public”, then the event will require to have a PPL license.
Generally, it seeks to collect and distribute money on behalf of the music recording companies and performers.

Tariff: https://www.pplindia.org/tariff
Novex is engaged in the business of giving public performance rights in sound recordings. Exploitation of sound recordings,
which Novex rights, includes public performance in hotels, restaurants, lawns, discotheque, resorts, malls, marriage halls and
other venues for communication to the public on a commercial basis of the following music labels:

ZEE MUSIC COMPANY YASH RAJ FILMS PRIVATE LIMITED EROS INTERNATIONAL MEDIA LIMITED

TIPS INDUSTRIES LIMITED THINK MUSIC RED RIBBON ENTERTAINMENT

PRIVATE LIMITED

MR. SUKHBIR SINGH VELVET VIBES D RECORDS (DALER MEHNDI)

SAI PRODUCTIONS MS MUSIC AND SOUND PRIVATE LIMITED

(GURDAS MAAN) (MIKA SINGH)
This license is required for playing / performing non-recorded music in public. It is a license ‘for the artists, of the artists.’ For
instance, in India, when a popular artist performs live, the event will require an IPRS license. Also, the artist needs to be a
registered member of IPRS. Unlike PPL, IPRS issues licenses to the music users. It collects royalties for the artists, from the
artists on behalf of its registered artist members (such as lyricists, composers, publishers and performers of music) and distributes
the royalty to the music owners / members. In short, IPRS is to legitimize use of copyrighted Music by Music users by issuing
them Licences and collect Royalties from Music Users, for and on behalf of IPRS members i.e. Authors, Composers and
Publishers of Music. Royalty thus collected is distributed amongst members after deducting IPRS’s administrative costs.
 Ex cise L icense
Excise license is a tax levied for the sale or supply of alcohol. Organizer needs to procure excise permission in order to serve
alcohol in a live or recorded music event in India. For hosting a musical event with liquor service inside and outside the premises,
one needs to have an excise license. If the event will take place at an alcohol on-licensed premises then the organizer need not
procure a license. On the other hand, if the hotel or venue doesn’t have liquor serving license, the organizer needs to obtain one
for his event. Ensure that your event attendees are of legal drinking age (LDA). Identity cards will be compulsory at the event to
verify and confirm their age. Also, provide them LDA (Legal Drinking Age) bands with the physical passes at the event venue.
The legal age for alcohol consumption is 25, and all residents of the state must obtain an alcohol permit to consume, transport, or
possess up to 12 units of alcohol or face a fine of up to INR 50,000 and/or a jail sentence of up to five years.

LICENCE FEES: https://excise.mp.gov.in/license-fees

 L ou dspeaker L icense

Any public event held in any public or private venue requires a loudspeaker license. Since it is a musical event, it requires license
for loudspeaker use and this permission needs to be obtained from the local police authorities/General Administrative Department
under whose purview the venue falls. The authorities may limit the size and number of speakers based on nature of the event.

https://services.india.gov.in/service/detail/apply-for-loud-speaker-permission-madhya-pradesh
 Premise L icense

A premises license allows an event to carry all the licensable activities at the venue such as providing late night entertainment
between 11 p.m. and 5 a.m., large-scale events allowing an audience of over 500 people, selling alcohol as well as serving food
and beverages between 11 p.m. and 5 a.m., etc. Contact the nearby municipal authority of the venue, where the event has been
scheduled to take place for applying the premises license. Make sure you apply the premises license before a 7-day consultation
period.
 Entertainment Tax
You need to take Commercial Taxes License for organizing your event. The Entertainment Tax has to be calculated based on the
estimated number of tickets to be sold. The percentage of entertainment tax varies from place to place and state to state. So, the
payment of the ET has to be done well in advance and the tickets need to be stamped by the Commercial Taxes department
without which a ticketed event cannot be kick started. However, please be advised that in case the number of tickets sold are less,

you can claim refund of the amount paid in advance towards ET. Now a days ET has been subsumed in GST

ENTERTAINMENT TAX DETAILS:

https://khatabook.com/blog/entertainment-tax/#:~:text=the%20entertainment%20tax%3F-,Ans%3A,exhibitions%20and%20various%20private%20festivals .
 Entertainment Tax
You need to take Commercial Taxes License for organizing your event. The Entertainment Tax has to be calculated based on the
estimated number of tickets to be sold. The percentage of entertainment tax varies from place to place and state to state. So, the
payment of the ET has to be done well in advance and the tickets need to be stamped by the Commercial Taxes department
without which a ticketed event cannot be kick started. However, please be advised that in case the number of tickets sold are less,

you can claim refund of the amount paid in advance towards ET. Now a days ET has been subsumed in GST

ENTERTAINMENT TAX DETAILS:

https://khatabook.com/blog/entertainment-tax/#:~:text=the%20entertainment%20tax%3F-,Ans%3A,exhibitions%20and%20various%20private%20festivals .
 C hild Actor / Actress
According to the Law, the Producer should fulfil certain conditions. The producer shall:

Obtain permission from the District Magistrate and shall furnish an undertaking in Form C of the Rules. It should be presented to the
District Magistrate before starting any activities in the district;

Provide the list of child participants, consent of their parents or guardian. And the name of those from the production who shall be
responsible for the safety and security of the child;

Endorse that all screening of his/her films and television programs shall be made with a disclaimer. It should specify that if any child has
been engaged in the shooting, then, all the measures & care were taken to ensure that there has been no abuse, neglect or exploitation
of such child during the entire process of the shooting;

Organize proper facilities for the education of the child. And ensure that there is no discontinuity from his lessons in school;
Not allow children to work continuously for more than 27 days; and Appoint one responsible person for a maximum of five children for
the production or event. And ensure the protection, care and best interest of the child.

The new rules state that at least 21% income earned by the child should be deposited in his account. The account must be in a nationalized bank. That amount may be
credited to the child on attaining majority. No child shall be made to engage in any audio-visual, sports or informal entertainment activity without his will and consent. Thus
there needs to be a lot of improvement in the Child labour laws in the Entertainment industry of India.
 Other NOC s

Public works
For foreign artist –
department license :
NOC from home
you need to get this NOC from the traffic
ministry and indian
when you have a department
business visa from
generator at your
domicile
event.

NOC from the fire NOC from the NOC from the health
brigade department electrical inspector department

NOC from the Certificate regarding

collector fitness of the
(entertainment machinery (in case of
department) amusement rides)
 Event application details
when writing to authorities

1) Event / Venue Details

• Event Location
• Brief history of the event/venue
• Duration of the event (schedule and timing)
• Expected number of people
• Admission arrangement (open to public / by invitation / with tickets)
• Details of activities and how / when / where they will take place
• Event management structure (set out the key management personnel)
• Functions of key personnel (event controller, safety officer, and healthand sanitation in-charge)
• Event control and communications (location of central control room, who will be there, and what means of communication will be used ) for reporting
• Any particular arrangements (for spectators with special needs with any or disability, pre-lunch ceremonies etc.)
• Overview of large equipment and temporary structures (like staging, sanitary, facilities and lighting)
• Contact details of event organizers / administrators and venue owner
 Event application details
when writing to authorities

2) Site Plan: The site plan must include maps showing location and details of:
• Sector wise deployment of policemen with sector wise responsibility
• Transportation hubs (like bus-stops, railway stations, and taxi stands)
and wireless communication network between watch towers, CCTV
• Places of stay
control room and deployment inside the crowd.
• Information kiosks
• Police ‘chowkies’/ stations
• Places of interest at the venue / event
• Reporting places for lost / stolen / found items, missing persons etc.
• Meeting points
• Parking lots
• Entry or exit points at the venue / event
• Health facilities
• Meeting points
• Shopping areas
• Holding area(s), queue complex(s), routes for movement
• Food joints
• Watch towers at vantage locations for observing and monitoring the
• Hazard points
crowd.
• Emergency exits
• CCTV coverage at all vulnerable locations to be monitored at the control
• Emergency assembly points
room.
• First aid services
• Emergency services (fire, ambulance)
• Emergency operations center and incident command posts
 LAWS RELATED TO EVENT MANAGEMENT

LAWS RELATED TO
EVENT MANAGEMENT
 GOODS AND SERVICES TAX VENUE / PROPERTY
(GST) RELATED LAWS

07 01

BUILDING ENVIRONMENTAL
REGULATIONS ACT 06 LAWS RELATED 02 PROTECTION ACT, 1986
TO EVENT
MANAGEMENT

ELECTRICITY
05 03
REGULATION ACT POLLUTION CHECK MEASURES
04
LOCAL BODY ENTERTAINMENT TAX
(LBET)
As an event planner, it is more important than ever to know how to write an event planning proposal in order
to get the attention of all clients looking for qualified and professional event planners.

A good proposal will help put you ahead of 95% of your competition. Mastering this skill can really help your
business take off.

Planning an event requires a lot of attention to detail, scheduling, organization and follow up. By presenting a well
formatted event proposal or RFP, it subliminally shows your potential client that you have the skills they are looking
for.

Writing a good proposal requires the ability to understand all the fine requirements of the client.
Part of the responsibility of a good planner is to create order and produce amazing results even on short deadlines.
Clients are often times unorganized and nervous about their events. With your experience and professionalism you
can make a huge impact on helping clients.
 Initial Meeting

Even if you have an idea of what the client wants or you have planned hundreds of similar events before, the
first step is having a one on one conversation with the client to find out what they wants or what they would like
to accomplish during the event. During this meeting, take notes of all the logistics such as the time, desired
location, date and any other key points. In addition, listen to their ideas for the catering, color scheme, theme
and other visual elements they would like for the event.

Do not write an event planning proposal that reads like a formal letter. The proposal should speak directly to the
client needs that you observed during your meeting. Keep in mind that your client is probably looking at a
couple of other proposals from different planners and they will pick the one that best understands their needs.

Also, ensure that you include your company logo and contact information on the cover page. The proposal title
is also very important especially if you are proposing for a specific company. You want to customize the title to
your specific client so they do not think you have a template you use for all clients.
Summarize the Client’s Needs

You can summarize your client’s needs in the title of the event description. It serves as a summary of all the client needs
as well as the client’s goals for the event. When a client sees this information right away it brings them reassurance that
you understand their desires.

The description is generally where you repeat what the client told you about the event but in a more professional and
organized way. This shows that you fully understand what they are looking for. Any information that you may have
obtained about the event during the first meeting comes in handy; the entertainment options available, the facilities
available at the proposed venue and many more.

You should also strive to give more helpful suggestions than what the client asked for. You do not want to overwhelm
them but you can look for other options that you think the client may like and are within their budget.

You can also include images of the venue locations which enables the client to see exactly what they are getting and
also gives you a better chance of being hired as most of your competitors are likely to send boring non-custom word
documents.
Summarize Your Experience as an Event Planner

A brief summary of yourself or company is important when writing an event planning proposal. It gives the
client an idea and who you are as well as how long you have been in business. If your client has to get
approval from their boss about hiring you it is good information for the decision maker to see.

Include your capabilities, brief information about your experience as an even planner and past customer
client work that you did a good job on.

In case you do not have much experience planning events yet, you can mention any internships, volunteer
work, coordination or project management experience in any other field.

Ensure that you also mention any other relevant experience or training that you have if you do not have
too many hands-on events under your belt.
Services Offered

In addition to the early mentioned information, the client will want to know the services you can offer during the
event. If the event is extremely large with multiple functions, it is appropriate to have headings for each function
then indicate what you can offer in each function. For example luncheon’ or cocktail’ party then describe the
duties you will perform in that function to make it amazing such as hiring staff, ordering and serving food,
setting up the tables.

In case it is a smaller event, you might consider creating a bullet point list of your duties as well as the vendor
and location you will use. You can attach photos of a similar event you have done in the past to help the client
get a clear picture of what you can offer.
Services Provided

In this section you should summarize the event in 1 – 3 sentences and then have sub-headings for each
part you will take care of.

For example, you should have sub-headings for your consulting and planning portion. Something like
“Prayatna Jain will be your event coordinator taking care of all your planning needs. He will be available
from 8am to 6pm, 7 days a week for meetings until the event. Consulting services are provided at no
additional cost to you if you choose to place a deposit on your event.”

Then you can have sections for Catering, Decorations and Set Up, Event Theme, Open Bar, Music,
Entertainment, Registration, Event Break-Down and Clean-Up.

In each of these sub-headings you should have a couple sentences about what can take place and an
approximate cost for each item. The cost for each item should be the total amount you will charge the
client. If you mark up the vendors then be sure to take into account your markup; or if you pass the cost
through as is then you can include that amount.
Budget
Naturally, all clients will look at any event planning proposal in hopes of seeing how much it will cost them to
hold an event of their choice. After describing the event in a way that a client can taste, smell and see how
amazing it will be, create a section to summarize in detail all the costs or each item as well as their purpose in
the event.

For example, a client might not know the use of a sterno, which helps to keep food warm throughout the day. At
the bottom of the sheet, make a detailed computation of all the costs. It can also help to provide any perceived
discounts such as discounts for early booking or discounts for multiple bookings at the same time.
Event Policies
You can end the proposal by having a page about your policies. This helps to manage your client’s
expectations properly.

The sections of your policy that you can include are a Minimum Guaranteed Headcount; Limited Time Offer
on this particular proposal (typically 60 days); Cancellation Policy (no cancellation within 15 days of event or
client only receives 50% refund); Rental or Damage Policy; Payment Due Dates; etc

Finally thank the client for the opportunity and remember to provide your contact information;
phone number or email address so that the client can contact you.
One of the most challenging tasks for the event or human resource manager is managing the people designing
and staging the event, whether a festival, exhibition, street parade or competition. This is no ordinary business
environment.

Most organizations hold onto their employees for months or even years, giving them time to socialize and
develop their skills and knowledge in the context of the particular business. In the event environment, on the
other hand, there is generally only a handful of individuals on the planning team and a mass of paid, voluntary
and contractor employees working on a temporary site for anything from a few hours to a few days.

Developing a vision or purpose for the event, conducting a detailed job analysis, responding to constant changes
in operational planning and meeting the communication needs of all involved are just some of the tasks of the
human resource manager.

Indeed, most events do not have a human resource manager, and this function is undertaken by senior staff from
the event manager down to the team leader. It is thus vitally important that each person in a management or
supervisory role understands the human resource function and their contribution to managing the people in their
temporary workforce.
What is the Role of HR in Event Planning

Event Safety
Payment &
Rewards /
Managing Time
Performance keeping
Work &
Allocation Expectations
Training
Conducting
Interviews
Advertising
New
Developing Positions
Job
Descriptions
 Events can be organized in two ways
Own event managing team
Hiring an event management company
( Ad-hoc committee & based on the
(Standard organization chart)
needs of the specifics events)

• The work involved in planning, organizing and conducting an event needs the recruitment of a specifically dedicated
team of people. Members of the team may be involved on a full-time, part-time, contractor, casual and voluntary basis.
At the head of the team is the Event Director whose job is to keep everyone working together for a considerable period
of time.
• Once goals of an event are identified and prioritized, a team is formed to manage and organize the event.
• Organizational chart for specific event is established.
• The requirement of team depends upon the level of event one wants to organize.
• Smaller events will obviously require a much smaller team, and individuals in the team may be able to take on more
than one role.
Establishing an organizational chart that best suits your event and
details staff and volunteer duties:

Purpose:
• To ensure order when organizing events.
• To train leaders to comply with rules & regulations.
• To ensure accountability for all actions.
• To give board of directors / members a chance to be in charge / involved in various
departments of event.
 Job Analysis

Job Job
Specification Description
The event organizer is responsible for a health and safety audit. A survey should be completed
prior to the event.

The local council will have environmental health officers (EHOs) who will be able to assist in planning a major event
and may be available onsite during the event to deal with any public health issues. Areas such as noise control are
often contracted out. Contact your local council for advice or support with any issues and request that someone is
available to attend event planning meetings.

• Develop a health and safety emergency plan that includes:

• contact details for the environmental health officers
• contact details for any key event staff
• contact details of food proprietors
• alternative water and power options in case of failure during the event
• procedures for handling complaints during the event.
Gate and Door Control
Efficient control of all entry and exit points ensures comfortable crowd traffic flows and creates a positive and
enjoyable atmosphere.

Planning gate control

 Provide an adequate number of gates

 Ensure gates open on time
 Try to reduce size of crowd when gates open
 Adequate staff should be provided including security
 Staff should be briefed and able to respond to requests quickly
 Gates must be clearly marked to eliminate confusion
 Space is provided for bag and identification checks
 Contingency in case of bad weather
 Staff and entertainers should have a separate entry/exit entrance
Ticket sales and collection
Crowds should be moved through the gates as quickly as possible. Tickets sales should be in a different
place from the entry gate to avoid bottlenecks. Ensure that the staff are trained in collecting tickets
especially where electronic barriers are used.

Seating
Event teams must be familiar with the venue so the public can be directed to their seats. Ushers and security
need to be helpful and prepared to guide the public to the appropriate place when needed. Signage also
needs to be clear so that people can find their own seats with ease.

Crowd Control
Crowd control refers to taking control of the crowd and installing order. Defusing crowd tension is sometimes
necessary to keep order.

A) The aim of crowd management is to retain order and keep the event safe for the public. If there is unrest
or crowds become disorderly it takes careful handling to re-establish order as quickly as possible. Planning
this needs to involve the police. It should focus on how people will get into and out of venues while avoiding
conflicting crowd flows. An emergency management is essential for crowd management and all agencies
must be briefed and understand this plan.
B) Public announcements can remedy crowd problems but care should be taken in open spaces to avoid confusion.
The messengers should be practiced and able to tell the crowd where there is room and to give safety messages.

C) Planning for parking at an event is essential. Sufficient parking must be allocated for cars, buses, and service
vehicles. Clear instructions must be given so that the allocated parks are easily identified. Alternative parking areas
may be required for wet weather, particularly if plans involve parking on grass. Give locations to emergency
vehicles and mark their positions on the site map. Consideration needs to be given to participants, officials,
spectators, media, police, security, medical staff and buses. Extra public transport needs to be organized for big
public events to relieve the road network. Establish drop-off and pickup points and identify them on the site plan.

Hazardous Materials (Hazmat)

Notify the fire service about events where hazardous materials are used, such as gas cylinders for
cooking or lighting, or pyrotechnic displays (fireworks). They will need to be briefed on potential hazards
and their locations
Food and Water

1) The availability of a range of outlets for high quality, affordable and accessible food can enhance the
public’s comfort, reduce the effects from alcohol consumption and increase event revenue. Food vendors
must meet appropriate licensing requirements. Your local council has environmental health officers who
will assist event organizers. Food vendors will need to apply for trading permits and food licenses.

2) Queuing for food can cause problems and crowd unrest. Suggestions for eliminating problems :
• Vending machines with drinks and snack food can help congestion
• All outlets should be open for the duration of the event
• Barriers may need to be used to form queues
• Breaks in the main acts should be long enough to allow people to get food and drink
• Site plan should position food outlets strategically to spread the crowd

3) An adequate source of water must be available. Water must be delivered in a hygienic way to prevent cross
contamination between users. For example drinking fountains are more suitable than large water barrels where
users dip their cup or hands into the water. For outdoor events such as festivals, rock concerts and sports
participation events, both the public and participants require drinking water to prevent dehydration. Clean, easily
accessible water should be available free of charge. Chilled water should also be available to purchase from vendors.
Toilets and Hygiene
An adequate number of toilets needs to be made available in a big crowd so that queuing is limited and
the crowd isn’t unhappy because of a long wait for toilets. Toilet location is important – allow for ease of
access and a central location.

Planning toilet facilities

• Consider appropriate number of toilets
• Place toilets outside the venue doors/gates for people waiting to enter
• Make arrangements for cleaners to maintain toilets on site during the day
• Provide toilet facilities for emergency services, police, security

Toilets must be:

• well signposted
• serviced on a 24-hour basis during the event
• located away from the food storage and food service areas
• clearly marked on the site map
• available for people with disabilities
• provided with nappy changing facilities
• provided with hand washing facilities (when using porta-loos)
Refuse and Waste
A waste management plan should be developed. The local council will give advice on recycling and making the
event environmentally friendly.

You need to develop a waste management plan to prevent overflowing bins and provide safe removal of waste.
Include specification of the type and number of bins to be used along with the programme for emptying and
bin removal. Don’t forget the post-event clean-up.

Having sufficient bins available will influence the public to use them but if there are not enough, rubbish will be
dumped on the ground and will need to be cleaned up later which will add to the costs.

Signage
Signage is an important communication means. Ensure your signage is clear and visible. There are several
categories of signage:

Directional – i.e. Information Centre this way, parking areas

Operational – i.e. ‘You are Here’ maps
Warning – i.e. danger don’t enter
Facility – i.e. toilets
Advisory – i.e. liquor bans, road closure prior to the event

Clear and appropriate signs can direct and inform the public. Signs should be strategically placed so the public
is informed before entering the event area.
Information Centre/Lost Children

An information centre needs to be set up. It should be staffed at all times and be well signposted so it is easily found. As a
key element in any emergency, information centre staff should have a good understanding of the event organization
structure. The information centre should provide site maps and programmes to the public so that staff are not having to
verbally answer all enquiries. Lost children can also be collected from he information centre, although in major events it may
be necessary to have two separate centres. The event organizer needs to be in contact with both the information centre and
lost children centre. Lost children facilities need to be run by people experienced in dealing with children under stress. Event
staff need to be briefed on how to deal with lost children. Police need to be alerted if a child has been reported as lost.

Sharing your plans

For all but the smallest events with low risks (or those in fixed venues with established procedures), draw up and discuss
your plans with:
•the police
•fire and rescue service
•ambulance service
•emergency planning
•for fixed premises like stadiums and arenas, the venue management
 Sponsorship
and
Event Evaluations
WHAT IS Sponsorship ?

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals.

According to Complete Guide to Sponsorship, "Sponsorship should not be confused with advertising. Advertising is
considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a
company in association with the sponsee.“

A large number of events these days use sponsorship support to offer more exciting programs and to help defray
rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is
a powerful complement to other marketing programs, in addition to having a dramatic influence on customer
relations.
Why Sponsorship – Benefits to Sponsors:

Create, Develop and Highly Targeted Leveraged Lead

Enhance Credibility Marketing Generation

Generate NEW Sales &

Brand Awareness &
Media Exposure Form NEW Business
Recognition
Partnerships

CONTACTS - Access to
Community Mailing Lists,
Distribute Samples or
Involvement and Distribution Channels,
Trial Offers
Giving Back Broadcast
Opportunities.

Tax Deduction & Write

Off
Why Sponsorship – Benefits to Event Organiser:

Create, Develop and Enhance Credibility

Minimise Risk

Reduce Price

Develop Relationship

Reduce Burden
Disadvantages of Sponsorship:

Poor Publicity

Use of Funds

Relationship of association

Representation of Business
 Contact the person who can say
yes to your sponsorship proposal
•Cold calling
Understand what you have to Develop a trusting relationship
Research your potential sponsors •Lumpy mail and follow-up
offer a sponsor •Networking with your potential sponsors with the sponsor
•Word of mouth referrals

Agree on how you will measure

sponsorship success
•Quantitatively – tangible results you can
Establish the sponsor’s marketing count Ascertain the value to the sponsor Explore the available options
objectives •Qualitatively – less tangible results that
improve the sponsor’s position or
circumstance

Develop your sponsorship Key sections of your sponsorship

proposal proposal

Rules to Grab Sponsorship:

Rules to Grab Sponsorship:

Differential “status” of

Think about what you have to offer

sponsorship (bronze,
silver, gold, platinum if
you wish – the more
they sponsor the more

Establish rapport and gain trust

they get)

“Good corporate

Walk the Walk, Talk the talk

citizen” image for
helping out

General publicity (their

A door is closed now doesn’t

mean it’ll be forever
logo on posters, emails)

Opportunity to
present/promote their
company/products in
front of members

Other ways to access

members (e.g. send out
job advertisements on
their behalf)

Certificates of
appreciation don’t cost
too much to print!
On the basis of Locations

Local Sponsor

National Sponsors

Global Sponsors

On the basis of Principle

Financial Sponsors

In-Kind Sponsors

Media Sponsors

Location Sponsors

Labour Sponsors
How We Will Achieve
STEP 3
Correcting deviations
from plans

STEP 2
Establishing tangible objectives
and Incorporating sensitivity in
Evaluation

STEP 1
Establishing tangible objectives
and Incorporating sensitivity in
Evaluation
SMART
Guide to Goal Setting for Event planners
Set S pecific goals

Your goal should be as specific as possible. Using “I want my event to be more successful”, what does
that actually mean? There are many ways for an event to be more successful: more attendees, higher
customer satisfaction, more profitable, etc. Be as specific as possible in defining what you want to do.

Instead of: I want my event to be more successful

Use: I want my event to generate more revenue than last year

Set M easurable goals

How will you know when you’ve actually achieved your goal? It needs to be as measurable as possible. A
good guide here is that goals shouldn’t be binary (yes/no, success/failure), but instead should allow a range
of outcomes. For example:

Instead of: I want my event to generate more revenue

Use: I want my event to generate 100% more revenue than last year
Set A chievable goals

This may sound obvious, but it’s important to set a goal that you can actually achieve with the resources you
have available. Stretch goals can be helpful to keep you and your team motivated, but a goal that’s totally
unrealistic will have the opposite effect.

Instead of: I want my event to generate 100% more revenue than last year

Use: I want my event to generate 30% more revenue than last year

Set R elevant goals

Your goals need to be relevant to you and what you want to achieve. If you have a goal that you feel isn’t
currently a top priority for you or your business, consider either dropping it or refocusing elsewhere. For
example:

Instead of: I want my event to generate 30% more revenue by selling t-shirts

Use: I want my event to generate 30% more revenue from ticket sales
Set T ime-bound goals

Your goals need a deadline. Setting an end point that isn’t too far in the future will help keep you motivated,
and will turn the goal into something actionable.

Instead of: I want my event to generate 30% more revenue

Use: I want my event to generate 30% more revenue from ticket sales in the next 6 months

Now we have a SMART goal. Rather than the vague

“I want my event to be more successful” we have the much clearer and far more motivating “I want
my event to generate 20% more revenue from ticket sales in the next 6 months”.
 Establishing Tangible Event Objectives and Sensitivity in Evaluations

Define Target Audience

What each Audience think, feel

and do having been to event

Cost standards 01 02 03 04 05

Objective Standards

No. of accepted critical

situations
Measuring
Performance
04

03
Summative
Evaluation
02
Objective
Evaluation
01
Formative
Evaluation

Concept
Evaluation
 Conduct Monitor
Poll your
Post-Event Social Media
Attendees
Surveys Activity

Measuring Review Sales Innovation

Performance Leads And
Creativity
Examine
Registration Compare Evaluate
and Overhead Sponsor
Attendance Costs and Revenue Interactions
Numbers
Critical Evaluation Points from Event Organiser’s point of view

Measuring Reach
External Reach Actual reach

Measuring Interaction
Actual Variation in
Number of Interaction Time Duration of
Number of Interactions Quality of Interaction commercial number for the
Points Interaction
client
The Study:
Samsung’s agency, Cheil worldwide, was tasked with leveraging their London 2012 Olympic sponsorship to drive brand awareness and
sales of the new Galaxy SIII and Galaxy Note. Cheil worked with destination media specialists Brandspace to place their experiential
campaign in the most appropriate outdoor and indoor destinations.

The Samsung premium pop-up stores, Samsung Mobile PIN were placed in the Olympic Park and across London.

Samsung Studios were set at following eight destinations - St Pancras International, Stratford International, Westfeld Stratford, N1 Centre Islington, Canary Wharf, One New
Change, Broadgate and Heathrow T1 departures lounge.

The campaign ran all through the Olympic and Paralympic period, from mid July to right on till September.

Action focussed on showing the new Galaxy SIII and Galaxy Note. Guests could likewise play with Samsung's Olympic Games application or have their photograph captured by the
Galaxy SIII and in a split of seconds transformed into a customized badge.

Amid the Olympics the Samsung Studios propelled an enamel pin accumulation. Guests who asked for a show of the Galaxy SIII or Note got a showcase board and the first of 49
pins. Altogether, 92,680 pins were delivered and disseminated.

Everybody who gathered the full set could enter a contest attract to win one of 100 Galaxy SIII handsets and/or a world trip.

Every team member was trained to share 5 tricks of the handset through stories during the converation displaying the benefits of S III and Galaxy Note.
Key Findings:
(Brandspace, 2012) has deeply analysed the change in consumer behaviour and found a deep impact of Experiential
Marketing on the perception of the consumer towards the Samsung smartphones. They have found that –

81% concur that in the event that they can attempt a product they are liable to purchase it sooner.

25% say that this sort of experiential action doubtlessly serves to accelerate their purchasing choices.

Altogether 87% say the Samsung Studio aides and 38% say it most likely accelerates their purchasing choices.

97% of guests had a decent or great experience at the Samsung Studio. This was especially the case for those as of now in the
business for another handset.

92% say they would prescribe Samsung to their companions.

78% say that not having any deals viewpoint and not gathering personal subtle elements expanded their constructive feeling
towards the brand and product.

Cont…..
Cont…..

92% of visitors found that they got sufficient information at the studio with persuade them to think over to buy a new
Samsung handset.

As visitors were enquired and asked to compare the environment at Samsung Studio and the retail shop they generally
visit. 65% says that they found both equivalently positive and in addition to this 33% are exclusively in favour of Samsung
studios. 77% visitors found assistance at Samsung studio is much better than they generally get at a retail outlet

According to the survey for (Ofcom, 2012) in the first three months of 2012, more than 2/3 of new mobile contracts had a
minimum term of 2 years. (Brandspace 2012) find out that for those interacting with the Samsung Studio, however, 2/3
were planning to buy a new phone in the next 6 months

A quarter said they would definitely be getting a new model.

41 % people said that they visited the store because they want to play with the latest smartphones and check it out
personally
EVENT
MARKETING
DO NOT IGNORE

P’s
Of EVENT
EVENT MARKETING PROCESS
Set Your Event’s Goals

Determine Your Budget

Identify Your Target Market

Summarize Your Communication Tactics

Develop Personalization Tactics

Put Together Your Collaboration Strategy

Establish Last-minute Promotion and Engagement Tactics

Step 1: Set Your Event’s Goals
Your event’s goals are what your marketing plan is based off of, so you must absolutely set them before moving onto the
next steps. Ask yourself. Do you want your event to achieve a tangible goal such as attracting 700 attendees, or an
intangible goal such as strengthening relationships with your association members or business partners through the
event?

Step 2: Determine Your Budget

Big or small, you should be aware of the budget allocated to your marketing efforts. While constraints will set limits on
certain things, they’ll also show you where you can get creative.

Step 3: Identify Your Target Market

To properly identify your target market, you need to define them through demographics such as age, race, gender,
marital status, income, education and occupation as well as psychographics such as lifestyle and personality
characteristics, usage of technology, interests, and motivation for going to events. You should first analyze attendee data
collected from previous events so you get an idea of their demographics and psychographics.

A trait you must look at in your target market is technology usage as it will tell you what channels and tactics are an
effective means of reaching out to them. While older folk may be better informed through more traditional methods,
teens and young adults are almost exclusively found through digital channels, such as social media. In general, event
listing websites are good places to promote your event, regardless of the age of your attendees..
Step 4: Summarize Your Communication Tactics
A successful event is created through solid interaction and communication with attendees so you really have to set your
communication tactics straight! You need to make sure people are well-informed about your event so that they’re motivated to
go.

When it comes to inviting people to an event, e-mail marketing is a classic way to go. There are many e-mailing systems like
Mailchimp, but if you’d like to save time and manage your event more conveniently, you can consider using an event
management system including e-mailing, agenda management, event app, online registration, etc. As for communicating with
people who are already going to your event, and making sure they’re up-to-date and excited, it is much more effective to
use both e-mail and push notifications via an event app.

Step 5: Develop Personalization Tactics

Once you know how you’re going to communicate to your audience, it is important to tailor the messages you’re going to
send to them in a way that attract their interests. By adjusting the content of your e-mails and promotional material to
potential attendees, they will be more likely to see the value in your event and attend.
If you’d like to properly personalize your e-mails and push-notification messages, it’s a good idea to use an e-mail marketing
and announcement system specially designed for events instead of a general e-mailing systems. For example, Whova’s
event marketing platform includes e-mailing and announcement systems that provide you with useful templates made for
events. Using experienced event marketing consultants to further personalizing your email content so that it’s relevant to an
event’s target audience is awesome too.
Step 6: Put Together Your Collaboration Strategy
You and your sponsors / exhibitors share the same goals in terms of attracting more attendees at your event and increasing
brand visibility. You should use this common goal to motivate your sponsors and exhibitors to participate in promoting your
event. For example, you can request them to help pass on flyers or encourage them to spread the word about your event on
social media. On the other hand, you can increase their brand visibility through event websites, and putting ad banners,
company profiles and coupons/giveaways on your event app. It’s a win-win strategy!

Step 7: Establish Last-minute Promotion and Engagement Tactics

In regards to marketing, the final stretch before the event is a stressful one as you not only try and get attendees to go last-
minute, but also raise excitement for those who are already going. This is why you have to include promotion and
engagement tactics in your marketing plan.
Great ways to reach out to invitees include mentioning how many attendees would be there, highlighting speakers and their
sessions, interesting event activities and networking opportunities, and more. As for those who have already registered, you
can engage them through an event app, providing a bulletin board to set up things such as ride sharing, and reminding them
of important information such as directions to your event’s venue.

Step 8: Set Your Performance Evaluation Metrics

In your marketing plan, write out what exact metrics you’ll use to to evaluate your event’s performance, such as the number of
attendees, networking activities, or social media posts. If obtaining statistics by yourself is too tedious or time consuming,
consider using an event management system to collect the data for you.

Use the statistics in a report to show your team and stakeholders your event’s success, as well as for promotion in a newsletter
or PR purposes. The data and the insights you gain will help you make the next event you plan even better. For example you
can use them to attract new sponsors, improve certain logistical aspects of your event, and of course, further increase
attendees.
 Online Offline
Marketing Marketing
 Personal Direct
Selling Marketing

Sales Public
Promotion Relation

Traditional Other
Advertising
Media Event
 Create Video
People Will
Share
Utilize
Give Away
Facebook’s
Tickets to
FBX Ad
Create Buzz
Targeting

Creative
Create an Way to Socialize
Event on Your Google
Facebook Use Social Ads
Media

Interview
Create a
Speakers for
Tweet for
Special
Attendees
Create a Content
Special
Graphic for
Your
Speakers
Webpage / Website

• Website listing
• Event Calendar
• Association’s website
• Advertising with other website
• News release

Banner Ads / Search Ads

Search Engine Listing

Email Marketing
https://www.indiaeve.com/

https://www.meraevents.com/

https://www.last.fm/events

https://www.townscript.com/
SOME
https://www.eventbrite.com/
POPULAR
https://www.bookmyshow.com/

http://www.indiacore.com/ic-conf/submit-events.html
EVENT
http://events.indiaonline.in/ LISTING
http://buzzmyevent.in/home/Index

https://allevents.in/
WEBSITES
http://www.allconferences.com/
Copyright : Prayatna Jain (2008)
 In raising awareness on the importance of water during the World Water Day back in 2009, Green Belgium launch a direct mailing
campaign that features a bluish letter, which message can only be read when you pour water on it. The message of the World Water
Day is “Without Water, Knowledge can’t Flow”; the letter conveys the message in a great way – literally.
I love Ikea – for the simple, good-looking and cost-effective design. Their pop-up direct mailer for the Flat Pack design shows you how easy it
is to create a great interior with fantastic ambience using their products.
Please note that every single item in the direct mail – the bed, the bookshelves, the end tables – are in 3D. Neat!
 Direct Mail

Digital Tele
Marketing Marketing

Modes of
DRTV Direct E- Mails
Marketing

Couponing Bulk SMS

Leaflet
Marketing

Copyright : Prayatna Jain (2008)

 Why People Prefer ?
• It can allow you to mail and talk about your offers directly with the customers that
are interested.
• It can be used to experiment with new markets, test new products and collect
information for future campaigns.
• Direct marketing is more cost-effective than other types of marketing.
• It can help build personal connections with your customers and achieve fast sales.
• It can allow you to focus on specific groups of targeted customers for better results.
• It can provide direct feedback, which in turn helps monitor and review the current
marketing strategy.
• The results are quantifiable with a more accurate estimate of the conversion rate,
thus helping you plan your future campaigns more effectively.
 Why Not…?

• Cost when Target Customer is Large.

• Accuracy

• Image Factors

• Needs Expertise
Direct Marketing
Characteristic of Ideal Strategy
Strategic Plan

STRATEGIC
PLAN
 Direct Marketing
A Strategic Process
 Thank you
And Best Wishes for
Your Career