Eventmanagement Tes 10.10

Happenings of Andy Kind. Originals, Events were charakterisiert as, “Special” (unique, spectacular, memorable) Happenings.

• Transfer experience-Orients Communication Message to Thierry Target Großparteien through staging, Interaktion between organisier, participants and Suppliken as well as multisensory speeches

• The Word Event deskribierst an organised, dedicated, temporary Happening eher a gropu of people Participate on-Site and/or through Media

• Veranstaltungen aller Art. “Besondere” (einzigartige, spektakuläre, unvergessliche,..) Veranstaltung

• Veranstaltungen aller Art dir durch Inszenierung, Interaktion zwischen Veranstalter, Teilnhemer und Dienstleristern sowie multisensorische erlebnisorientierte Kommunikationsbotschaften an die Zielgruppe herantragen. DEr Begriff Veranstaltung bezeichnet ein organisiertes, zweckbestimmtes, zeitlich begrenztes Ereignis, an dem eine Gruppe von Menschen vor Ort und/oder über Medien teilnimmt

Veranstaltung: Organized Happening with Limited Time Frame woher group of people Participate

Event: Veranstaltung + USP/one-of-a-Kind + Emotion

USP = unique selling point

• Bei einer Veranstaltung treffen sich Personen mit einem bestimmten Zweck. Eine Vorlesung an der Uni ist zunächst eine Veranstaltung.

• Gelingt es dem Veranstalter, aus der Veranstaltung ein mehr oder weniger unvergessliches Erlebnis zu machen, spricht man im Marketing-Deutsch von einem Event.

• Jedes Event ist eine Veranstaltung, aber nicht jede Veranstaltung ein Event. Eine Vorlesung wird zum Event, wenn die Studierenden diese Veranstaltung als etwas Besonderes in Erinnerung behalten

• Musicfestival (Spalsh, Cochella..)

• Converences

• Networking Session

• Sportevents (Superbowl, Soccer Games, Olympia Games,..)

• Speaker Session

• Awards

• Delfine Grals and objektives

• Establish a Budget

• Build your Team (recruit & Train) ((Rekrutierung & Ausbildung))

• Pick your venue (Veranstaltungsort) and Date

• Cremte an Event Masterplan

• Develop Event branding

• Plan your Programm

• Confirm Sponsors/Partners, exhibitors, and speakers, Special grüßt, suppliers etc.

• Identity and select tech Tools

• Cremte a marketing and promotional plan

• Determiniert your measurment(s)

• Exekution of Event

• Post Processing & Evaluation

—> The ultimative WHY?

• research: competitive Events similar Focus, Date & Location, Target Großparteien

• Objektives (SMART)

  • Specific

  • Measurable

  • Achievable

  • Relevant

  • Time-Bound

• Useful Questions to ask:

  • Whats the Tonic of the Event?

  • Whós the targe audience?

An Event planning Mission Statement is a Short, Witten explanation of the purpose and values of you or your organization. These Typen of Mission statements offen differ from traditional, Corporate ones.

Exempel Nike:

• Mission Statement: Brings Inspiration and Innovation to Evelyn athlete in the world. (If you have a Body, you are an athlete)

• Slogan: Just do it

According to Eventbrite, “Budet is Borken down by marketing and Promotion (43%), speakers and Talent (32%), Printer Materials (29%), veneus (18%).

• Expenses (direct/indirekt - fixes & variable) vs. Revenue

  • Expenses (=Ausgaben)

    • Venue

    • Caterina

    • Marketing & Promotion

    • Print Materials

    • speakers

    • Staff

    • Software /tech Tools

  • Revenue (=Einnahmen)

    • Ticket Sales

    • Sponsoring

    • Merchandis

    • Funds

In Business Accounting, the Break Even Point Referat to the amouröse of Revenue Necessaire to Cover the total fixed and variable Expenses incurred by a Company within a specified Time Period. The Revenue Could be State in monetary termy, as the number of Units soll or as Hours of Services provided.

• Break Even Point = fixed Cotta / Contribution (Solingen Price - variable Costello per Unit)

= Analysis of competitive Events regrading Date & Location

Date:

• Seasons

• School Holidays

• Public/religious hollidays (Especially in other countries!)

• Consider Needs/wants of participants, speakers, exhibitors etc.

Venue:

• Local/Nation/international

• Costs vs. Budget

• Size

• Accessibility

• Infrastructure

• AV & additional facilities (zusätzliche Einrichtungen )

• Parking

• Venue, logistics & catering Management (Contracts, permits, insurance, etc,)

• Speakers and presenters (identifying, confirming, logistics & Management)

• Activities and Entertainment (Supportinformationen Programm, side Events etc.)

• Public and promotion/Marketing (online & offline, such as web Page & online Promotion; Events calendars; Printer Programms; Media Relations; signage; Social Media; Newsletters, etc.)

• Registration (online sing-up, payment and Tracking; on-Site sign-in, etc.)

• Sponsor and Partner Management

• Tasks

• Responsible persons

• Timeline & Deadlines

• Status

• Logo

• Color Palette

• Typography

• Imagery

• Name

• Brand Story

• Slogan

• Voice

Personas are User Models, which characterise people of Target group. Due to their exetensive Description they can help to take the Perspektiven of potential user During the Development and Design process of a product/Service.

• They get names, a Face, Funktion, career and private life. PErsonas have goals, objektives, behaiviours, affections and expectations.

• In Order to Develop PErsonas, quantitative and qualitative Methode Need to be used for collecting according user Data (online Survey, interviews etc.)

• On the Basis of this Data segmentation and Cluster analysis can be executed to determine core and sub group (PErsonas)

Very similar; used the Same was; Original Definition & meaning:

• Conferecne: usually one-das Event; More Focus on counselling and Exchange of ideas; participants do Not Need to be Fromme same industry/wirkfield

• Congress: Bagger, More Event days; learning/eductional/scientific Focus; people Fromme the same indusrty/workfield Exchange experience and extend their Knowledge/Horizont

• Mission Statement: a Short, Witten explanation of the purpose and values of you or your organization

• Slogan: central, Short, concise advertising Statement that are memorable (recognition). Often used with sound/themes

A goal is an achievable outcome that is generally Broadway and longer Term while an objective is shorter Term and defines measurable Action to achiev an Overall goal.

• Basic Framework

• What will Happen at your Event? - Define activities, side Events, Supporting Programm

• Time Frame / schedule (Zeitplan) (parallel Sessions?)

• Format (Key Note, Workshops, lectures, Panel Diskussiosns, Networking Events etc.)

• Research on suitable speakers & Special guests & send out invitations

  • Social Media

  • Passt Events

  • Other Events

  • Membran/attendees

  • Existing network

  • Industry publications

• Define staff requirements (internal/external)

• halftimeshow from the superbowl

• Yoga at a Festival

• Catering

• AV

• Rigging

• Electricity

• Staff: Security, hostess, entrannt Control, Registration, cleaning etc.

• Printen Company

• Ticketing Services

• Software Provider (Website, System, App)

• Decorations/Plants

= Basic Framework/Concept

• Identity a List of possible Sponsors/Partners, speakers, Special guests

• Creat sponsorship/colloboration Package (be Creative!)

Examples:

• Congress/conference: Keynote speakers, exhibitors

• Festival: music Acts, Food/Drink companies

• Product Launch: influecer/testimonial

• Sport Event: nutrition/Drinks/Sports Equipment

• What Tools/Systems are needed für What?

• Can you do ist yourselfe or News to be outsourced?

Exampels:

• Database/CRM =

• Website = outsourced

• Mailings = Self

• Ticketing / Registration = outsourced

• App = outsourced

• ..

Customer Journey indicating the “Journey” of a potential Customer through various Phasen with according touchpoints regarding a product/Service/Brand/Company until the desired Action (=purchase / Order / request) is taken

• Awerness

• Consideration

• Conversion

• Retention

• Advocacy

• Define goals & objektives

• Define promotional activities & timing Tools (=project/Master plan)

• Define Marketing Channels used:

  • Social media

  • Advertisments

  • Newsletters/Mailings

• Press & Media Relations (Look für Coop Partners)

• Define Print Materials needed (trink of Sponsoring options Here)

• Target audience, Members, speakers etc alwasy Food Indikators - also PErsonas

• Always remember: attention span is Short. usually shortly before / After Event - we warnt the Event being present all year Long —> find a way/Strategy, to Recall the Event in your Target audiencés head all year long (awareness & recognition)

• Use you sponsors, partners, speakers etc. To reach out to their network!

• Develop a customer journey

• Think of post event communication (Thank you, early bird, event survey etc.)

• Awareness

  • Create awareness of product/service

  • Perception

• Consideration

  • Identify own need

  • Research (info, compare, evaluate, select) —> build trust

  • Contact references

• Conversion

  • Purchase

• Retention

  • Identify/perceive added value of product

  • Experience

  • Support

• Advocacy

  • Recommendation

  • Add one (up-selling/cross-selling, merchandise)

  • Re-buy

• event survey (on-site, after event through e-mailing) - encourage participation with competition

• Record participation/attendance of each acitvity (sessions, workshops, discussion, side events etc.)

• Monito numbers/statistics of:

  • Ticket sales

  • Website traffic

  • App download

  • Community growth (social media)

  • Clicks & according retention times

• Agenda for the event day displaying all details, timings, responsibilities

• Prepare a phone list with all contacts

• da a venue tour & check the set-up

• Check AV equipment

• Check with suppliers, sponsors, partners etc.

• check-in

• Guest communication

• Speaker and guest support

• Social media and audience interaction

• performance vs. Forecast

• Statistics

• Participant and surgery evaluation

• Final financial statement (invoicing etc)

• Debriefings (internal/external)

• Strategy meeting for next event

• Evaluate promotional activities

  • Did ticket sale increase as a response?

  • Did website traffic increase at certain times?

  • Did community grow at certain times?