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Unit 1: An Introduction to Event Management

coordinating organization. Tell the office what resources you are bringing to their destination Notes
and then apply your success to help others.

Inspiration and Perspiration

Although the design phase provides inspiration, it also expands and tests the limits of research.
At the conclusion of the design phase the event manager should have a clear idea of the needs
and desires of event stakeholders. The goals and objectives that were identified in the research
phase represent the skeletal structure in the anatomy of an event, and the flexible elements
identified in the design phase represent the musculature needed to move event research forward.
Now it is time to add the cardiovascular system to give and sustain life for the event. This is the
beginning of the event’s life, and the primary organ that will sustain this life is the event
strategic plan.

Task Gather more information on the fact that cardiovascular system give and sustain
life for the event.

1.4 Conceptualising – Creating and Developing Events

While creating and developing events, one should always consider the five basic promotion
techniques. There are five typical or traditional techniques used to promote events. These
techniques include advertising, public relations, cross promotions, street promotions, and stunts.
Some events use only one of these techniques; others may use all of them to ensure that their
message is received and acted upon by their target market.

1.4.1 Advertising

Advertising includes print and electronic media, transportation media (such as bus and rail),
advertising specialties (calendars, key rings, coffee mugs, and other products), and outdoor
media (billboards). Larger events may use many of these media resources, while smaller events
may carefully target their message to one or two media. Print advertising is not limited to
magazines and newspapers. It may also include membership directories, inserts in local
newspapers, flyers (sometimes called one sheets), posters, church and synagogue newsletters,
brochures, and virtually any printed media. When analyzing your print advertising needs,
make certain that you test your advertising product in advance with a small distribution to test
its effectiveness. Specialists in direct mail recommend that you use a split test approach. This
requires that you mail one type of advertising printed matter to one group and a different type
to another to test the best response from both types. Varying items such as the colour of the ink,
copy, type and weight of the paper, or other decisions may produce different results.
Test your print advertising using focus groups to make certain that your event product is well
positioned for success. Classic advertising terms such as free, discount, now, sale, and new may
help you influence the consumer to invest in your event. Clever graphics, endorsements,
testimonials, and other credibility-building devices will help differentiate your event product
from others. Electronic media include radio, television, the Internet, and any form of advertising
that involves electronic delivery. Radio advertising is typically used to remind the listener
about the event, whereas television is used to build excitement. The Internet is an excellent
means with which to reach upscale consumers and those who are interested in science, technology,
and travel. Before you select electronic media as a means to advertise your event, examine all
potential media outlets. Within television media you may elect to cast your event broadly
through major networks or narrowly cast by selecting a finely targeted cable station.

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