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MODULE I: THE EVENT ANDCONFERENCE BUSINESS
Divya Gupta
Lecturer
Amity University
Noida
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Introduction to events & conference
The market demand for event & conference The event business supply & suppliers
Social, economic, political and developmental
implications
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Definition
An event is a live-multimedia package carried
out with a preconceived concept, customizedor modified to achieve the clients objectivesof reaching out and suitably influencing the
sharply defined, specially gathered target
audience by providing a complete sensualexperience and an avenue for two-wayinteraction
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Objectives of Events
Leisure events
Cultural events
Organizational events
Personal events
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Event Characteristics
Uniqueness
Intangibility Rituals
Personal interactions
Time scale
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Types of Events
Event linked to Product Launch
Company Market Entry
Brand Extension Dealer Conference
Anniversary celebrations
Entertainment
Religion
Community Event
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ELEMENTS OF EVENTS
Event infrastructure,
Target audience, Clients,
Event organizers,
Venue and
Media.
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Event Designing
Conceptualization of the creative idea/ambience
Costing involves calculation of the cost ofproduction and safety margins
Canvassing for sponsors, customers andnetworking components
Customization of the event according to brand
personality, budgets, etc. Carrying-out involves execution of the event
according to the final concept
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Event as a marketing tool
Brand Building
Creating Awareness About the Launch of NewBrands/Products
Presentation of Brand Description to Highlight theAdded Features of Product /Service
Helping in Rejuvenating Brands during the DifferentStages of the Product Life Cycle
Helping in communicating the repositioning of
brands/products. Associating the brand personality of clients with the
personality of target market
Creating and maintaining brand identity
Image building
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Relationship Building
Giving relationship management a proactive feel
Helps in reducing the cognitive dissonance Creating a forum for bringing together key
corporate influencers, decision makers and
businessmen
Creating a forum for career match making
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Skills Needed as
-- event manager
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Analytical/Critical thinking andproblem solving
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Client/Customer service orientation -
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Good negotiation skills
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Ability to work under pressure andmeet deadlines
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Teamwork, facilitation and co-
operation
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Planning, co-ordination andorganization
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Good networking skills