Lecture 5: EVENT MANAGEMENT Flashcards
What is an event?
planned gathering with a purpose
memorable and special
is temporary
Events: Different formats and typologies
Cultural celebrations (carnivals, festivals, religious events)
Sport competitions
Leisure events (parties, games, treasure hunts)
Seminars, scientific congresses, educational courses/training
Arts events (concerts, exhibitions)
Political events
Private events (birthdays, ceremonies)
Corporate events → Marketing events
Events
-Marketing
-Corporate events : organized by a company to build relationships with stakeholders (e.g., employees, investors, partners).
-Product Focus Events : centered around promoting specific products or product lines.
-Media
-> Unconventional: guerilla marketing
-> Conventional: formal and structured, organized to showcase new products or services to a wide audience
Phigital event:These events combine physical experiences (e.g., in-store displays or events) with digital elements (e.g., social media promotions, influencer interactions).
Events are dedicated to
(According to Marketing goals and targets)
1) Dedicated for consumers/distributors
2) Dedicated for media/PR
Steps of planning an event? - detailed
— Your Strategic goal for the event? How it can improve your business?
— Your communication strategy (e.g.,target and message)
— The creative concept (from what to say to how to say)
— Describe the clear mechanic of the event (what happens? How is the plan?)
— Strategic partners (i.e., other companies, testimonials, influencers)
— Budget (no required for this course)
— Event timeline
Steps of planning an event? - shorter
—1. DATE/HOURS
—2. PLACE and LOCATION
—3. CONTENT during the event (drive by creativity and communication goals)
—4. Expected results
—5. BUDGET
Through the event, you can create content that is
— entertainment
— cultural
— education or occasion to use a product
— sales support
— samples of the product
— create a sense of community or represent the target
