Unit 1
Event and event management
Topic 1: Definition and types of events
Events have been defined in various ways. This section presents some of the definitions.
Silvers defines event as an experience, carefully crafted to deliver an impact on the person in
attendance.
In this context, Gaur and Saggere talk about events from a marketing perspective.
Events have been understood as an effective marketing tool. Here events are an additional media
whereby two-way (or active) communication is possible.
Event is something noteworthy which happens according to a set plan involving networking of a
multimedia package, thereby achieving the clients’ objectives and justifying their need for
associating with events. A comprehensive definition given by Gaur and Saggere is as follows: An
event is a live-multimedia package carried out with a preconceived concept, customized or
modified to achieve the client’s objectives of reaching out and suitably influencing the sharply
defined, specially gathered target audience by providing a complete sensual experience and an
avenue for two-way interaction.
From this definition it is evident that an event is a package so organised as to provide, reach and live
interaction between the target audience and the client to achieve the desired impact. The
population of the target audience that the event is exposed to is called the ‘reach’ for the event. The
live interaction process facilitates communication between the clients and the audience. This process
strengthens the possibilities of mutually beneficial transactions occurring in tune with the desired
objectives for the event. Events have therefore been termed as ‘Experiential Marketing
Types of events
Events are organized gatherings that serve to connect individuals and communities, contributing
significantly to cultural, economic, and social development. Academically, they are categorized based
on scale, purpose, and key services, each type tailored to specific audiences and objectives. From
mega events like the Olympics that attract global attention and economic impact, to regional
celebrations that foster local identity, and personal milestones such as weddings, each category plays
a distinct role in shaping experiences and supporting industry growth. This classification enables a
structured understanding of event types, with examples illustrating their unique characteristics and
contributions.
1. Categories Based on Size
Mega Events
Mega events are large-scale international gatherings that significantly impact economies and gain
extensive media coverage. They often have an attendance exceeding 1 million and involve substantial
financial investment. Examples include:
• Olympic Games: With billions of viewers globally, it generates around $7 billion in host city
benefits, including infrastructure improvements and tourism revenue.
• Maha Kumbh Mela: This religious gathering held in India drew over 100 million people in
2013, marking it as the largest peaceful assembly in the world.
• India International Trade Fair (IITF): Held annually in Delhi, IITF attracts millions of visitors,
showcasing trade and business across multiple industries.
Major Events
Major events attract hundreds of thousands to nearly a million people and create considerable local
economic impact through tourism. Examples include:
• Chinese New Year Celebrations: In cities like Hong Kong, these celebrations attract over
300,000 attendees, contributing to tourism and local business revenue.
• Festival de Cannes: This globally recognized film festival draws around 40,000 industry
professionals annually.
• DSC Jaipur Literature Festival: Asia's largest literary festival, attracting approximately
400,000 visitors to Jaipur, India.
Hallmark Events
Hallmark events are unique to a specific location, representing the spirit of the city or region. These
events are often tied to a cultural identity and draw both local and international attention. Examples
include:
• Rio de Janeiro Carnival: Drawing over 2 million participants, this event contributes about
$500 million to the local economy.
• Oktoberfest in Munich: Attracting around 6 million people annually, it generates an
estimated €1 billion in revenue.
• Edinburgh Festival: With over 4 million attendees, this event has significant economic
benefits for Scotland.
Regional Events
Regional events are smaller in scale, drawing between 10,000 and 100,000 attendees, focusing on
local culture and traditions. Examples include:
• La Tomatina in Spain: A unique tomato-throwing festival that attracts approximately 22,000
people.
• Sydney Festival: Over 500,000 people attend various performances, from theater to music,
celebrating local and international art.
• Delhi Food Festival: An annual event showcasing diverse Indian cuisines, attended by around
30,000 people.
2. Categories Based on Purpose or Sector
Sporting Events
Sporting events range from local tournaments to international competitions, with varying scales of
attendance and economic impact. Examples include:
• Wimbledon Championships: Drawing 500,000 attendees, this iconic tennis tournament is
viewed by millions globally.
• Commonwealth Games: In 2018, the games attracted over 1.1 million spectators and added
$2 billion to Queensland’s economy.
• City Marathons: The New York Marathon, for instance, attracts 50,000 runners and over a
million spectators, boosting local tourism.
Corporate/Business and Trade Events (MICE)
Corporate events, including MICE (Meetings, Incentives, Conferences, and Exhibitions), range from
small board meetings to large conventions, often involving high spending per attendee. Examples
include:
• IMEX: A global meetings exhibition that attracts over 14,000 industry professionals annually.
• EXCON: India’s biennial machinery expo, drawing 50,000 industry visitors.
• Webinars and Virtual Conferences: Digital events often reaching thousands, enabling
international business networking.
Entertainment and Art Events
Entertainment and art events are focused on engaging audiences through performances, exhibitions,
and shows. Examples include:
• Sunburn Festival: This electronic dance music festival in Goa draws around 350,000
attendees, contributing significantly to local tourism.
• Jaipur Literature Festival: Attracting around 400,000 visitors, this event boosts Jaipur's
hospitality and tourism sectors.
• Lakme Fashion Week: Showcasing India’s fashion industry, this event attracts media
attention and industry professionals.
Cultural Events
Cultural events celebrate heritage and traditions, often involving diverse artistic expressions and
drawing both local and international tourists. Examples include:
• Holi and Diwali Celebrations: Celebrated widely across India, these festivals stimulate
economic activity through travel, goods, and services.
• Taj Mahotsav: An annual celebration of Indian art, culture, and traditions, attracting around
200,000 visitors.
• Goa Carnival: Known for its lively parade and festivities, it attracts over 100,000 visitors,
showcasing Goan culture.
Charitable and Fund-Raising Events
These events aim to raise awareness and funds for specific social causes, often attended by hundreds
to thousands of people. Examples include:
• London Marathon: Raises approximately £60 million annually for charities.
• Charity Fashion Shows: These events raise thousands or even hundreds of thousands for
causes like education or health.
• NGO Fundraisers: Events by organizations such as Give India and Concern India Foundation
collect targeted donations for social causes.
Social and Personal / Life-Cycle Events
Life-cycle events are personal or social gatherings to celebrate important milestones. Examples
include:
• Weddings: In India, wedding budgets range from ₹10 lakh to over ₹1 crore, supporting a
network of vendors and planners.
• Birthday Parties: From small gatherings to elaborate themed parties, often organized by
professional planners.
• Anniversary Celebrations: While generally private, larger celebrations may engage planners
for venue management and catering.
3. Categories Based on Key Services Provided: The Indian Events and Activation Industry
The Indian event industry offers diverse services, including intellectual properties, managed events,
activations, and digital events, all contributing to the vast economic potential within this sector.
Examples of Key Service-Based Events
• Managed Events: Corporate events or personal events that bring in the largest revenue, such
as trade shows, weddings, and exhibitions.
• Activations: Promotional campaigns, often smaller in scale, to enhance brand visibility and
engagement, like mall activations or roadshows.
• Digital Events: Online events such as webinars, streaming concerts, or virtual exhibitions,
allowing businesses to reach audiences regardless of location.
In summary, events of all scales and purposes play a vital role in uniting people, promoting cultural
identity, and driving economic impact. Each type, from large international gatherings to intimate
personal celebrations, enriches communities in distinct ways
Topic 2: Event as a communication and marketing tool
Communication tool
Events serve as a powerful communication tool, aligning closely with the SMCRF model (Sender,
Message, Channel, Receiver, and Feedback) to effectively engage audiences. Here’s how each
element applies to events:
1. Sender: The event organizer or client acts as the sender, responsible for conveying a specific
message. This could be a brand launch by a company, a government campaign for
awareness, or an NGO promoting a social cause
2. Message: Events deliver customized messages through themes, activities, and setups. For
example, a health expo might use workshops and booths to communicate wellness tips,
while a product launch conveys innovation through demonstrations. The message is carefully
crafted to resonate with the audience and meet event objectives
3. Channel: Events utilize live and interactive channels, such as performances, presentations,
and experiential zones, to reach attendees. Unlike traditional media, events provide a multi-
sensory experience, allowing participants to see, hear, and feel the message in real time. The
"LIVE" channel is particularly effective in events as it offers a dynamic, immersive experience
that traditional communication methods cannot replicate. This live interaction allows
attendees to engage with the message in real-time, providing a multi-sensory experience
where they can see, hear, and participate directly in the event's activities. The immediacy of
a live channel enhances message retention and emotional impact, making the
communication more memorable and influential.
4. Receiver: The audience, or target attendees, are the receivers, actively selected based on
demographics, interests, or brand alignment. Events enable direct engagement with the
target audience, creating an immersive environment tailored to their needs and preferences
5. Feedback: Immediate feedback is a unique advantage of events, where audience reactions,
participation, and interactions are observed live. The live setting enables real-time
adaptation based on audience reactions, allowing organizers to address questions, clear
doubts, and reinforce the message on the spot. This real-time feedback helps organizers
gauge event success and effectiveness, fostering a responsive communication loop between
the sender and receiver.
By incorporating the SMCRF elements, events bridge the gap between brands and audiences,
transforming passive communication into active engagement.
Event as a Marketing Tool
1. Live Events Build Personal Connections and Loyalty
o Live events allow brands to establish a direct, personal connection with attendees,
leading to deeper emotional ties and loyalty. The face-to-face interaction helps
consumers experience the brand beyond a transaction, fostering trust and a sense of
brand community
2. Standing Out in a Crowded Market
o In a market saturated with advertisements, live events offer an immersive
experience that helps brands stand out. Through interactive and memorable
engagements, events create an intimate atmosphere where consumers feel more
connected to the brand
3. Enhanced Brand Awareness
o Events create powerful brand awareness by offering a direct and impactful
experience. Unlike other media, events engage multiple senses, creating a high recall
value and enabling consumers to form a stronger association with the brand
4. Face-to-Face (F2F) Communication
o Events enable face-to-face interactions, allowing brands to build authentic
connections with the audience. This communication style is highly effective for brand
perception, as it provides immediate answers to queries, clarifies misconceptions,
and builds rapport
5. Word-of-Mouth Promotion
o Engaging and memorable events motivate attendees to share their experiences,
either through social media or personal conversations. This word-of-mouth
promotion amplifies the brand’s reach, often generating positive buzz and
reinforcing the brand message
6. Experiential Marketing
o Events embody experiential marketing, where consumers interact with
products/services in a controlled, engaging environment. This “touch and feel”
experience allows consumers to connect with the brand on a deeper level,
enhancing brand recall and loyalty
7. High Return on Investment (ROI)
o Events are often cost-effective due to the high ROI they deliver. With focused
targeting and immersive experiences, events drive conversions and generate
substantial returns compared to traditional media, making them a valuable
marketing investment
Events Related to the 6 Ps of Marketing
1. Product: Events showcase the brand's product, allowing consumers to experience it
firsthand. Product demonstrations, launches, and sampling increase consumer familiarity,
improving product awareness and preference
2. Price: Pricing strategies can be highlighted during events, such as exclusive discounts or
bundled offers. These limited-time promotions create urgency, encouraging immediate
purchases and reinforcing the product’s value proposition
3. Place: The event location provides consumers with direct access to the product or service,
creating a seamless, immersive brand experience. For example, conducting events in high-
footfall areas or popular venues enhances accessibility and engagement
4. Promotion: Events serve as a promotional platform, enhancing brand visibility through
sponsorships, media coverage, and social media amplification. They integrate various
promotional tools to boost reach and impact
5. Presentation: Events focus heavily on presentation, with decor, ambiance, and activities
crafted to reflect the brand's image. This well-curated presentation fosters a memorable
experience, setting the brand apart from competitors
6. People: Attendees, brand ambassadors, and event staff contribute to the event’s success. A
well-trained team creates a welcoming, informed, and positive environment, enhancing the
audience’s experience and building favorable brand perceptions
This holistic approach demonstrates how events integrate the 6 Ps of marketing, maximizing
consumer engagement and brand impact through strategic, experience-based marketing.
Topic 3: Even management: definition and elements
Definition of Event Management
Event management is the application of project management practices to create and develop events,
such as festivals, fairs, weddings, exhibitions, sports competitions, product launches, and
conferences. It involves understanding client needs, identifying the target audience, conceptualizing
the event, planning logistics, and coordinating technical elements before execution.
Key Elements of Event Management
The six essential elements of event management, often represented as an event hexagon, are:
Event Infrastructure
Event infrastructure refers to the foundational aspects that support the entire event. This includes
the event’s theme, objectives, and the resources—such as equipment, technology, and human
talent—needed to execute it. For instance, a music festival like Coachella requires stage setups,
sound and lighting equipment, security staff, and food stalls, all coordinated to create a seamless
experience. Infrastructure is critical to defining the scale and capabilities of the event, making it an
essential backbone in event planning.
Target Audience
The target audience comprises the specific demographic or group the event aims to attract.
Understanding the audience’s preferences, interests, and expectations helps tailor the event
experience to maximize engagement and satisfaction. For example, Comic-Con attracts pop culture
fans, so the event focuses on interactive exhibits, celebrity panels, and exclusive merchandise to
meet their interests. Defining the target audience ensures the event content resonates and delivers
value.
Clients
Clients are individuals or organizations that finance or sponsor the event, often with marketing or
brand-related objectives. They may be corporations looking to enhance brand visibility or nonprofits
seeking to raise awareness. For example, Pepsi might sponsor a sports event to connect with an
active, youthful audience, aligning with its brand image. Clients provide the financial resources and
often influence the event's direction to ensure alignment with their goals.
Event Organizers
Event organizers are the planners who handle the end-to-end management of the event. Their
responsibilities include designing the event concept, coordinating logistics, managing budgets, and
overseeing the event’s implementation. For instance, a wedding planner organizes everything from
venue selection and decoration to catering and entertainment, ensuring the couple’s vision comes to
life. Event organizers are essential for executing a well-structured, successful event.
Venue
The venue is the location where the event takes place, and it plays a crucial role in setting the tone
and atmosphere. Venues can range from large stadiums for concerts to intimate banquet halls for
weddings. Choosing the right venue impacts accessibility, ambiance, and logistics. For instance, a
corporate event in a luxury hotel creates a formal, professional atmosphere, while an outdoor music
concert in a park offers a relaxed, open environment. Venue selection is critical for audience comfort,
logistics, and the event’s overall appeal.
Media
Media coverage is essential for promoting an event at every stage: pre-event, during the event, and
post-event.
• Pre-Event: Media creates anticipation through teasers, press releases, social media
announcements, and influencer collaborations, drawing attention and driving registrations.
For instance, events like the Oscars use nominee announcements and sneak peeks to build
excitement.
• During Event: Real-time coverage—such as live streaming, social media updates, and on-site
reporting—engages both in-person and virtual audiences. Music festivals, for example, use
live broadcasts to extend the experience to remote fans.
• Post-Event: Highlights, recaps, and testimonials shared across media channels maintain
engagement and reinforce the event’s message. This content boosts brand recall and
showcases the event’s success, setting a foundation for future events.
Effective media use across these stages maximizes an event’s visibility, reach, and impact.
Topic 4: 5Cs of event management
Although it does take plenty of creativity to design an event that is memorable and meaningful, it
also takes careful attention to detail, adaptability, effective delegating, and a lot of work. The process
of planning an event from start to finish may be divided into 5 basic phases, which we have called the
5 Cs. These are Concept, Coordination, Control, Culmination and Closeout.
Event Concept
In conceptualizing an event, it is important to determine the following:
The WHY of the event. Is it to inform and/or educate the community about a cause, or to raise funds,
or is it an award ceremony, a funeral rite for a departed loved one or even a wedding? Whatever it is
the event is to achieve must be stated very clearly from the onset.
The WHO of the event i.e. the major stakeholders of the event. This also dictates the type of event to
conduct and helps with the necessary information to bring together the creative elements of the
event.
The WHEN of the event.
The WHERE of the event, and
The WHAT of the event. This must match the needs, wants, desires and expectations of the audience,
and must synergize with the why, who, when and where of the event.
Event Coordination
This is the planning phase of every event. The activities in this phase include developing a theme,
budgeting, establishing timelines, selecting and reserving event venues, planning the food, selecting
speakers, arranging for equipment and facilities, coordinating transportation, contingency planning
and so on. It is taking note of and giving attention to every detail that makes up the event.
Event Control
Having defined the scope of your event, it is highly important to put control measures in place. Event
control compares event progress to the actual plan, measures resources with scheduled work and
adjusts what needs to be done to avoid scope creep and to ensure that event is delivered on time
and within budget. Event control also deals with conflict resolutions as well as supplier and vendor
relationship management.
Event Culmination
This is the highest point of every event, the coordination of the event day itself where the result of
all the previous planning is seen. The activities in event culmination include event team
management, supplier/vendor coordination, crowd control, security, frontline management, backend
management and communication. All of these define the event experience for the attendees,
whether or not the event is a memorable one.
Event Closeout
After events are completed and the client has approved the outcome, some post event activities are
equally necessary to highlight the event process. These include review and evaluation, reporting,
quality improvement, reward and recognition to team members, and formal termination of
contractors where applicable.
