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EVENTS

SIGNATURE

Corporate Events

The Battle for Consumer Mindspace

Discussion Structure

Corporate Events Disciplines in Events God is in the details

Corporate Events
Own Properties Hired Properties

External Audiences

Internal Audiences

Launches

Road Shows

Television Brand Experience Software

Relationship Building

Media Attention

Dealer Meets

Organizational Meets

Personnel Development

Corporate Events
Own Properties Hired Properties

Sponsorship
Sports Music Art / Culture Team

Brand Ambassadors

Product Placement
Serials Reality TV Films

Trade Shows

Exhibitions Seminars Conferences

Launches

Focus
Launch new product / service

Audience
External Media, Opinion Leaders, Key potential customers Internal Dealers, sales force

Objective
External Elicit media coverage Internal - Motivate

Road Shows
Focus
Aid the launch of new products / services Reach out to larger mass potential customers, opinion leaders

Audience
External Media, potential customers Internal Dealers, sales force

Objective
External
Enable potential customers to experience the brand Elicit media coverage

Internal - Motivate

Road Shows

A Wide Spectrum
In-shop demonstrations Test drives Exhibitions

Mass participation events

In-shop Demonstrations

Test Drives

Exhibitions

Mass Participation Events

Relationship Building
Through Intellectual Experiences Through Sensory Experiences Through Social Participation
Revlon Run / Walk Helping women with cancer

E&Y - Instituting Awards Intel Computer Training Program for teachers in China Intel Science fairs in India

Adidas Creating neighborhood sports tournament Bacardi Blast

Coke with Harry Potter Reading is Fundamental aiding schools with books

Media Attention

Dealer Meets

Audience
Internal Dealers, sales force

Objective
Motivate the network Award performance Set new goals

Organizational Meets

Audience
Internal Various e.g. Sales

Objective
Motivate the network Award performance Set new goals

Hired Properties

Simultaneous participation by many organizations

Not exclusive

Sponsorship
Connect with target audience by reaching out to them through what they are passionate about
Cricket Sports Golf

Classical Music Pop

Art Auctions Art / Culture Supper Theatre

Brand Ambassadors

What all does Cindy Crawford endorse? Which brands are associated with Hrithik Roshan? Which brands are endorsed by Amitabh Bachchan?

Brand Ambassadors

Product Placement
Which product in which movie makes Jackie Shroff remember the first time he met Rati Agnihotri ? In which movie does Hrithik Roshan & Kareena fool around with Pass Pass ? Which car features in James Bond movies ? Which cell phone appeared in Men in Black ?

Trade Shows

DISCIPLINES IN EVENTS

Disciplines in Events

Event Design Event Marketing Event Production

Event Design

Synergy with brand positioning Translation of key objectives Conceptualisation Memorability & Recall Factors Implementability

Event Marketing

Consumer Behaviour Brand Management Brand Positioning Synergy with Brand Communication Event Activity Spectrum

Event Production

Venue Selection Stage & Set Construction Technical Infrastructure Other Infrastructure Show Management

GOD IS IN THE DETAILS

EVENT DESIGN
Conceptualisation
Brand Dynamics Event Dynamics Audience Single/multi location

Event Flow, Scripting & Storyboard


Live Film Meticulous Planning Second-to-second

EVENT DESIGN
Stage & Set Design
Theme Audience Location Product Event flow Performers

Construction Materials
Wood Glass Metal Tensile Vinyl Cloth POP Thermocol

Technical Elements
Light Sound Video

EVENT DESIGN
Special Effect Elements
Lasers Xenon Water Pyros

Collateral Design
Theme logo Invitation Cards Branding Signage

Print/Production Techniques
Silk screen Offset Vinyl Stencil

EVENT MARKETING
Client Interface
Presentation Skills Understanding Brand Translating Event Objectives Experiential Marketing

Television Coverage
Channel Tag-ons in Pre-event Promos Capsule -length/ timing/frequency Airtime

Sponsorship Marketing
Opportunities Benefits Barters Cost Benefit Analysis

EVENT MARKETING
Media Handling & Opportunities
PR Agency Press Conferences P3P Photo-ops- pre/during/post event

Budgeting & Cost Management


Elements Unit costs Cost justification Budget monitoring

EVENT PRODUCTION
Venue Selection & Management
Indoor /Outdoor Numbers/Size Accessibility / Parking Ticketed/Non-ticketed Venue Layout Enclosures Barricading Gates & Access points Manning Security General Lighting

Stage & Set Construction


Schedule Detailed Drawings Ground Marking Levels/Wings/Risers Finishes Snake Masking Green Rooms Sound/Light/Video Locations Consoles Power

EVENT PRODUCTION
Construction Materials
Wooden/metal support stage Stage-painted/carpeted Backdrops/Props- Ply/Cloth/vinyl/tensile /acrylic/metal Masking-material/colors Branding-cloth/vinyl /sunboard dpi-72/300-1200 Flex/vinyl-laminated for outdoors

EVENT PRODUCTION
Sound Equipment & Management
Venue size/audience size/performing artists Flying/stacking/stands Mics-Lapel/collar/cordless/corded/podium/stand Stage monitors Guitar & keyboard amplifiers 24/48/64 channel mixer board Live/-1/+1

EVENT PRODUCTION
Light Equipment & Management
Pars Intelligent lighting- moving heads-spots & washes/scanners /color labs/changers Follow spots Architectural lighting -city lights/washes Sky-trackers Theatrical lighting - pin spots General lighting halogens Lighting boards for programming Trusses and winch stands

EVENT PRODUCTION
Audio-visual Equipment & Management
LCD - primarily for computers 3-gun technology 750 ANSI lumens-6000 ANSI lumens Formats: 3:4;2:3;Cinemascope Video screens-front/back projection/ motorised Playback-Beta/ Digibeta/VHS/ Super VHS/DV Live/Playback/Record Live/Deferred telecast/OB vans Mixers/monitors/switchers/connectors Cable length - lower resolution

EVENT PRODUCTION
Power Management
Genset operation 24-hour manning Always separate gensets for sound and light Separate gensets for stage and general lighting Audio and video on same genset Video cable always separate from audio and power cable

EVENT PRODUCTION
Special Effect Technologies
Lasers - wattage/color/yag Animation/beam effects Storyboard/text Xenon-still/scrollers Water-fountains Water screens Water curtains Pyrotechnics - Cold/hot Gerbs/flashes/fire-balls/aerial shells/niagra

EVENT PRODUCTION
Vendor Options & Management
A rental business Staging and infrastructure suppliers Set makers Branding suppliers/printers Light& Sound professionals AV equipment suppliers Genset suppliers Laser companies Xenon system companies Water effect professionals Pyrotechnic professionals Catering companies Toilet suppliers

EVENT PRODUCTION
Artist Management
Artist roster Fees Contact numbers

Backstage Management
Green Rooms Catering Show Timeline

Front-of-House Management
Usher deployment Gate management Security deployment

Show Management
Detailed Cue-sheet Clear-com communication -show director/light/sound/video /SFX/left of stage/right of stage/console/generator

EVENT PRODUCTION
Budgeting
In-depth knowledge of costs of each element Basic stage - 2-1/2 ft high:Rs 30 per sq ft 4-6 ft high: Rs 50 per sq ft 72 dpi vinyl:Rs 50 per sft 300 dpi+:Rs 100 per sft Barricading:Rs 10 rft Cloth masking: Rs 10 rft Lights-Pars:Rs 250 each Scanners:Rs 5-7000 each Video projectors:Rs 1500-Rs 50,000

EVENT PRODUCTION
Legal & Taxation Aspects
IPRS Permissions-Police-Local/Traffic/Licensing Permissions-Municipality Permissions-Fire State Tax Laws Insurance & Risk Management

Related Interests