06 conception to execution

7/27/2019 06 Conception to Execution

1/27


2/27

INTRODUCTION


3/27

WHAT IS AN EVENT?


4/27

WHAT IS AN EVENT? From Wikipedia:

An Event can refer to many things such as:

A phenomenon, any observable occurrence, or an

extraordinary occurrence

A type of gathering:

A ceremony, for example, a marriage

A competition, for example, a sports competition

A convention (meeting)

A happening, a performance or situation meant to be

considered as art

A festival, for example, a musical event

A media event, a happening that attracts coverage by

mass media

A party

A sporting event etc..............
http://en.wikipedia.org/wiki/Phenomenonhttp://en.wikipedia.org/wiki/Ceremonyhttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Convention_(meeting)http://en.wikipedia.org/wiki/Happeninghttp://en.wikipedia.org/wiki/Festivalhttp://en.wikipedia.org/wiki/Media_eventhttp://en.wikipedia.org/wiki/Partyhttp://en.wikipedia.org/wiki/Sporthttp://en.wikipedia.org/wiki/Sporthttp://en.wikipedia.org/wiki/Partyhttp://en.wikipedia.org/wiki/Media_eventhttp://en.wikipedia.org/wiki/Festivalhttp://en.wikipedia.org/wiki/Happeninghttp://en.wikipedia.org/wiki/Convention_(meeting)http://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Ceremonyhttp://en.wikipedia.org/wiki/Phenomenon


5/27


6/27

CATEGORIES OF EVENTS

Four (4) broad categories based on theirPurpose and Objective:

Leisure events e.g. leisure sport, music,recreation.

Cultural events e.g. ceremonial, religious,art, heritage, and folklore.

Personal events Celebrating lifeslandmarks e.g. weddings, birthdays,anniversaries.

Organizational events e.g. commercial,political, charitable, sales, product launch,expo.


7/27

Video


8/27

IMPORTANCE OF EVENTS

Marketing tool

Considered as one of the strategic marketing andcommunication tools by companies of all sizes.

Product launches

Press conferences etc

Leisure

One of the ways that people derive entertainment, relaxation and

socialisation.

Celebration of Achievements

Job opportunities and new career paths .

Caterers, technicians, designers, producers, decorators,entertainers, etc.

Events and festivals, such as the WORLD CUP,

have a large impact on their communities and, in

some cases, the whole country.
http://en.wikipedia.org/wiki/Strategic_marketinghttp://en.wikipedia.org/wiki/Asian_Gameshttp://en.wikipedia.org/wiki/Asian_Gameshttp://en.wikipedia.org/wiki/Strategic_marketing


9/27

THE GROWTH OF EVENTS The proliferation of events in recent decades

has led to the growth in the events industry

not only worldwide, but in right here in Ghana

too.

Now a MULTI-MILLION DOLLAR industry,

growing rapidly, with mega shows and events

hosted regularly here and around the world

and should not be taken lightly at all.

Has grown over the years and become more

sophisticated.

People are now more open to events of all types.

Are more discerning and therefore expect better

organized events

Can no longer be managed in an ad hocway


10/27

THE GHANAIAN EVOLUTION

In the past, apart from a few established

events such as the Embassy Double-Do, the

industry was run by event promoters who

were only interested in doing one show

after which they disappeared.

However, presently, Event management has

evolved into creating unique experiences

which create a lasting impression with your

target audience, thus creating a bond and

leaving the audience asking for more.


11/27

WHAT IS EVENT MANAGEMENT?

The application ofprojectmanagement principles to the

creation and development of

Events.
http://en.wikipedia.org/wiki/Project_managementhttp://en.wikipedia.org/wiki/Project_managementhttp://en.wikipedia.org/wiki/Project_managementhttp://en.wikipedia.org/wiki/Project_management


12/27

EVENT MANAGEMENT:

A-Z

CONCEPT DEVELOPMENT THE BIG IDEA!!!

PLANNING 70% of time for planning , 30%

for execution

PREPARATION Booking of all logistics

MONITORING Ensuring all is on course

EXECUTION Actual event day

EVALUATION Post event analysis


13/27

CONCEPTDEVELOPMENT

CONCEPT


14/27

CONCEPT

DEVELOPMENT

What is the Task / Brief?

What is the BIG IDEA? Creative, Different

What is the Rationale / Objective?

Will it work? Dependent on the ff:

Who is the target audience?

Is it Commercially viable?

Is it a platform sponsors may be interested inassociating with or tapping into?

Must be a WIN-WIN situation

Will my patrons enjoy it enough to want more?

What elements can I incorporate to make it moreappealing and a must-attend? ProductDifferentiation


15/27

PLANNING

Prepare a project document

What logistics will be needed? Content determines what logistics to

use

Personnel to hire

Attendance By invitation or tickets?

If ticketed event then work out apromotional and pricing strategy

THE BUDGET How much the eventwill cost and how to finance it.


16/27

PREPARATION

Preparation includes:

Site surveying

Client Service Brief clarification

Budget drafting

Cash flow management

Supply chain identification

Procurement

Scheduling

Site design

Technical design

Health & Safety

Rigging

Sound

Light Video

Detailed scheduling

Security


17/27

BUDGET The most important aspect of the planning

process

You must always have in mind the amountof money you want to spend on the Event.

One of the major challenges in eventmanagement in Ghana.

A budget gives an indication of how youenvisage the event and advises on the typeand quantity of logistics needed forexecution.

Make sure that every cost element iscaptured in the budget so you do not makea loss after the event


18/27


19/27

EXECUTION Ensure that all the logistics have moved to the

venue and the venue is set up before guests arrive.

Use an activity schedule and checklist

Manage the Experience - Ensure the smoothrunning of the event.

No technical hitches or glitches

No delays

These can be avoided through rehearsals

Ensure that your guests have a good timeand take away good memories of the event.

This is the most difficult stage!!!

The more popular the event, the more difficultit is to manage the experience. E.g. The GMA

So still learning!!


20/27

EVALUATION

Always do a Post-Event Analysis right afteran event to derive KEY LEARNINGS .

Each experience gained from one event is

useful in the next event you do.


21/27


22/27

CHALLENGES >>>

Key players turning up late e.g.. Speakers,

artistes etc.

Technical hitches and glitches mainly due

to lack of proper expertise locally.

Unavailability of some key logistics,

suppliers and expertise locally, which

inhibits innovation.


23/27

ADVICE

Always tighten the plan before you jumpinto execution

Always keep your eyes on the minutedetails

Go over all what if situations and attempt

to deal with them or discuss them i.e..TROUBLE-SHOOTING

Avoid ambiguities

Never stop worrying till the event is over.

After .. Put your feet up and have adrink!!!!!!


24/27

CONCLUSION

It is a viable career and a great avenue forjob creation. One event employs a minimum

of 50 people up to 200 and more!!!

But you must have the right attitude to workin it because unlike most careers, it involvesboth BRAIN AND BRAWN.

The BRAIN For all the planning processes.

The BRAWN For the execution processes.

To work in this industry, you must be

hardworking, creative, smart, innovative,flexible, tolerant and absolutely love whatyou do!!!


25/27

CONCLUSION >>>

Events are great opportunities forpeople to meet and have a unique

enjoyable experience of your

brand.

Hopefully, as people get more

interested in events management

and pay more attention to it as

well as invest in it, the industry

standards will get higher so that

we can deliver more exciting and

better events now and in the

future.


26/27


27/27

THANK-YOU!!!!

06 conception to execution

Documents