EVENT ADVICE

ANIMECON MILES VAN LEIJENHORST & TI YUMI PIETERS T5A

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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TABLE OF CONTENT

CHAPTER PAGE

1. Introduction………………………………………………………………..3

2. Summary of the Analysis………….…………………………………….4

3. SMART goals………………………………………………………….....5

4. Activities…………..………………………………………………………6

5. Planning & Budget..…………..………………………………………...11

6. Evaluation ……………………………………………..………………...12

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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INTRODUCTION This event advice will be about improving next year’s event, Animecon (2016).

In this advice you will find the summary of the event analysis on the event (Animecon

2015), in which the event will be described and the activities of the event, the target

groups, the visitors count and parties involved will be mentioned aswell.

After the summary there will be three SMART Goals, along with the five activities,

explained and worked out.

The planning and budget will be shown after the activities for the SMART Goals, and

last but not least, the evaluation on this project.

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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SUMMARY OF THE ANALYSIS

Activities

Animecon is an event, started out as a combination of three different groups of people, but now held by the two remaining groups Dutch Anime Society and Workgroup Holland. It is a multi-day, aesthetic event with a primary focus on anime, manga and Japanese culture. It’s all about what things look like and how they are experienced. But it’s also about entertaining people, by having different activities and panels (workshops, foodcourts, concerts, the dealer room, cosplay competitions, etc.).

Target Groups

Animecon’s target groups are people of all ages and who are interested in anime and Japanese culture. A lot of the special guests tend to attract people to visit the event, such as the band(s) which will be performing, famous cosplayers and other guests. You can attend this event regardless age or gender. “As long as you are willing to obey the house-rules of the event, you’re welcome.”, is what one of the organizers who was walking around, taking pictures with people, told me.

Visitors count

The amount of visitors has grown a lot throughout the years, the very first Animecon

(‘Famicon’) only has 32 visitors and more people started visiting the event every year.

This year’s visitors count : Friday - 3.600, Saturday - 5.300, Sunday - 3.900 i.e.

approximately 12.700 visits over three days by more than 6.600 unique visitors.

Parties involved

This event has a lot of parties involved, such as the stalls in the Dealer Room (selling

room). A list of some of the stalls of this year’s Dealer Room:

Achucha GbR

ANIMEIMPORT

Animere

Animeshop Alexander Cai

Aniway

Archonia

Bandai Nameo

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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SMART GOALS

SALES

We want to increase the revenue with 25% on all three days, during next year’s

event., compared to the event of 2015.

AWARENESS

We want 30% of the people who are interested in the Japanese culture and Anime, in

the whole of The Netherlands, to know about this event and get more people to

attend it.

CUSTOMER SATISFACTION

We want 60% of the visitors to rate the event an 8 on a scale of 1 to 10, after the

event has ended, on all three days during next year’s event (June 10th,11th & 12th).

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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ACTIVITIES SALES

We want to increase the revenue with 25% on all three days, during next year’s

event., compared to the event of 2015.

Planned activity

Our first activity to increase our revenue with 25% is to hold a 5% off on the tickets,

during the first two weeks of the ticket sale.

How the 5% off during the first two weeks of the ticket sale will go :

During the first two weeks, a lot of people will want to buy tickets, probably more than

one, so it will be more attractive to buy multiple tickets. Which will increase our sales

and revenue.

Promotion :

This will be promoted through social media, such as Facebook, Instagram, Twitter, e-

mails to Animecon subscribers and on the Animecon website. Flyers handed out at

manga & comic stores, promoters spreading word of mouth promotion and posters at

stores and Asian restaurants.

Place :

This will be held on the internet (social media) and stores and restaurants across the

Netherlands.

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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SALES

We want to increase the revenue with 25% on all three days, during next year’s

event., compared to the event of 2015.

Planned activity

Our second activity to increase our revenue with 25% is to sell exclusive

ANIMECON merchandise during the whole event. The products we sell are unique

ANIMECON T-Shirts, Caps, Tote Bags and Wrist Bands. The merchandise will be

sold for three days 10 hours a day. It will cost 50 euros to get someone to make a

design for those four things. To get the products and the design printed on the

products it will cost a total of €28.280 and for all 8000 products there will be a €77

shipping cost.

Promotion :

The merchandise will be promoted inside the event itself with banners and signs that

show where you can buy them inside the event. Some of the merchandise will also

be shown on the ANIMECON flyers. And people wear the merchandise and other

people see them they might want to get something as well so that will promote the

merchandise too.

Place :

The T-Shirts, Caps, Tote Bags and Wrist Bands will be sold at a big booth inside the

event where four employees will sell the merchandise and they will be paid 8 euros

per hour.

Budget:

Products Startup buy-in costs

Price to customer Revenu

3000 T-Shirts €6,05x3000 = €18150

€14,99 per T-Shirt €14,99x3000 = €44970

3000 Caps €1,99x3000 = €5970

€19,99 per Cap €19,99x3000 = €59970

1000 Tote Bags €2,45x1000 = €2450

€4,99 per Tote Bag

€4,99x1000 = €4990

1000 Wrist Bands €0,75x1000= €750 €1,99 per Wrist Band

€1,99x1000 = €1990

Four Employees (30 work hours per employee)

€8x4x30 = €960

The total revenue if all merchandise is sold out = €111.920

Total costs = €28.280 + €50 + €77 = €28407

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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AWARENESS

We want 30% of the people who are interested in the Japanese culture and Anime,

to know about this event and get more people to attend it.

Planned activity

Our activity to increase awareness is to spread flyers in big cities to promote the

event and give information about it.

This way people that walk around the city can get to know what the event is about,

see if they like it and get enough information about the event. The people that are

hired to hand out the flyers will go from city to city in the Netherlands for 12 days and

they will wear costumes from famous Anime's and Manga's and they will be paid 6,88

per hour. The design for the flyers will be made for €30 and the shipping costs for the

flyers are €22.

Place :

The flyers will be handed out in 6 cities 2 days per city. They will be spread in these 6

cities because these are the biggest cities in the Netherlands:

The Hague

Amsterdam

Tilburg

Utrecht

Rotterdam

Eindhoven

Budget :

5000 flyers (per day)

€39,95x12 = €479,40

Two employees

per day (6 hours

per day)

2x6x12x€6,88 = €990,72

Costumes €59,99x2 =€199,98

Travel costs (per city)

6x€19,99 = €119,94

The total costs are €1.790,04 + €30 + €22= €1.842,04

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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CUSTOMER SATISFACTION

We want 60% of the visitors to rate the event an 8 on a scale of 1 to 10, after the

event has ended, on all three days during next year’s event (June 10th,11th & 12th).

Planned activity

Our first activity to increase the customer satisfaction, is to hold multiple courses

for the Animecon staff (incl. volunteers).

The staff will be thought more about being customer friendly, working together as a

team and being able to help the visitors with their questions, needs or in an

emergency.

The courses will consist of:

Doing activities, working as a team

Practice on how to help visitors with their questions and needs (and ofcourse

on how to be and stay costumer friendly)

First-aid courses, in case any emergencies happen during the event

Promotion :

These courses will be promoted within the Animecon staff community. Animecon will

be sending their staff information about these courses through e-mail and social

media (a staff group on Facebook). There will also be folders handed out to staff-

members at meetings and through mail.

Place

The training-courses for the Animecon staff-members will be held at the World

Forum, in The Hague, once a month, for a year total (July 2015 until June

2016). Drinks (,bottles of water and sodas,) and foods (,sandwiches, snacks and

fruits) will also be available at the courses during lunch breaks.

There will be a different trainings-coach, each two months. Each coach will be paid

€60 an hour, per course. Every course will take about 7 hours. Renting the space will

cost about €490 per day.

Budget :

Per course Per coach Total

Coaches 60x7= €420 per coach/per course

420x2= €840 per coach (2 courses)

840x6= €5.040 all coaches

Rent (space) €490 per day/course

- 490x12= €5.880 rent total (1 year)

5.040+5.880= €10.920 TOTAL

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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CUSTOMER SATISFACTION

We want 60% of the visitors to rate the event an 8 on a scale of 1 to 10, after the

event has ended, on all three days during next year’s event (June 10th,11th & 12th).

Planned activity

Our second activity to increase the customer satisfaction, is to hold activities during

the event, chosen by the Animecon community/visitors.

How these activities will be chosen:

Polls will be held on the Animecon Facebook page and their official website

( www.animecon.nl ).

The polls will consist of the following options:

Anime related card games

Dance workshop

Cooking workshop

Performances (which bands/artists etc.)

Photoshoots

The Animecon community/visitors will be able to vote for two of the listed

options above, for a total of three months. Starting November 2015, until the

end of January 2016.

After those three months, the Animecon staff will pick the most wanted

activities and organize them as carefully and nice, as possible.

By giving the visitors the opportunity to choose the activities they would be most

interested in to visit at the event, and by organizing these activities as good as

possible will increase the customer satisfaction, because they get to help making the

event more attractive to the visitors and they will have a better time participating in

activities they prefer, than when they don’t seem to find an activity they are interested

in.

Promotion :

This will be promoted through social-media (Facebook, Instagram and Twitter), e-

mails to Animecon subscribers and word of mouth promotion.

Place :

These polls and promotion will be held on Animecon’s official Facebook page and

website ( www.animecon.nl ), their other social networks (, such as Twitter and

Instagram) and word of mouth promotion.

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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PLANNING & BUDGET

DATE OBJECTIVE ACTIVITY COSTS

3 November – 17 November 2015

SALES Ticket Sale 5% X

10,11,12 June 2016

SALES Merchandise €28.407

3 November – 17 November 2015

AWARENESS Flyers €1.842,04

July 2015 – June 2016

CUSTOMER SATISFACTION

Staff Courses €10.920

31 November 2015 – 31 January

CUSTOMER SATISFACTION

Activity Polls X

Product/Service Costs

Product Design €50

3000 Printed T-Shirts €18150

3000 Printed Caps €5970

1000 Printed Tote Bags €2450

1000 Printed Wrist Bands €750

Product Shipping €77

Four Merch Employees (30 work hours per employee)

€960

Flyer Design €30

Flyer Shipping €22

5000 Printed Flyers x 12 days = 60000 flyers

€479,40

Two Employees (72 hours) €990,72

Employees Costumes €199,98

Travel Costs €119,94

Staff Training Coaches €5.040

Rent (Space) €5.880

TOTAL COSTS €41,169.04

Miles van Leijenhorst & Ti Yumi Pieters | Event Advice | T5A

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EVALUATION

On November 3rd 2015, the ticket sale will start online, these will be available on

www.tickets.animecon.nl. Whole weekend tickets, only Saturday tickets and only

Sunday tickets will have 5% off, per ticket. This deal will be starting on November 3rd

2015, ending November 17th 2015.

After November 17th, the ticket prices will go up by 5%, until January 31st. Ticket

prices of February 1st 2016, until June 12th 2016, will go up by 10%.

So at the end of every day (June 10th, 11th and 12th), we will check the amount of

sales we made and compare them to sales of the event of 2015, to see if we reached

our goals. At the end of the entire event (incl. all three days), we will accumulate all

costs and we will know for certain.

An online survey will be held (, from January 1st to April 29th ,) and spread before the

event will be taken place, to see how many people who are interested in Japanese

culture and Anime, and to see how many of them will be interested in visiting

Animecon. We want to reach 30% of a total of 100.000 people in The Netherlands, to

take this survey. These results will be checked on the first three days of May 2016, to

see if we reached our goals.

At the end of every day the event will be held, Friday June 10th to Sunday June 12th,

a survey will be handed out to the visitors to see if they were satisfied on how they

experienced the event. This survey will also be available online, send through e-mail

to the people who bought tickets for the day of the survey. The results will be

checked on June 15th 2016, three days after the final day of the event, to see if we

reached our goal of a rate of 8 on a scale of 1 to 10, by 60% of the visitors.