Page 47 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes 2.2 Developing an Event Concept

The key questions to ask at early developmental stage are:

1. What is this event for?
2. What form will it take?
3. When and where will it be held?

4. How will the event benefit participants?
5. What could be barriers?

Events Concept intervenes as consultant, coordinator and creator of unique event projects for
corporations, institutions and government bodies.

Deploying a direct link between the brand and it’s different audiences: internal, B2B, B2C and
consumer, Events Concept creates a global and holistic approach that differentiates!

In developing a concept for your event you need to determine the reason you are holding the
event. Typical reasons for hosting an event include to celebrate, increase sales or to raise money
for charity. Raising money for charity is an interesting concept and many business connect a
charity to an event hoping it will encourage people to pay a higher price to attend or encourage
more people to attend the event – this rarely is the case, particularly in a market that is saturated
with many worthwhile charities.

Charities who run an event for themselves will find at the end of the day the work and insurance
requirements versus the income received do not balance. Raising dollars for charities needs to
be managed efficiently and effectively.
Once the primary reason for holding the event has been defined the event manager should then
develop clear objectives for the event. This may include raising a defined amount of money;
having a level of attendance; converting new customer or up-selling to current customers;
gaining publicity or creating a WOW factor that will be talked about long after the event.
With a clear understanding of an events objectives, it is possible to bring together key stakeholders
and brainstorm on the creative of your event including name, branding, promotional
opportunities, the type and style of the event; date; venue; theme; activities that may take place
at the event; entertainment; speakers and master of ceremonies that you may use. This is the
time to think outside of the square – do not place boundaries on you or your event until you start
piecing together all of the logistics. Be creative and if you think you are not creative include
people who are creative.

You will now have your event concept; it is creative but will also meet the objectives that have
been set for the event. With a clear concept in place the next step will include planning and
budgeting. It is at this stage that you need to think of absolutely everything you will need to
make your event happen. Start talking to your event manager and suppliers including venue,
caterers, decorators, and entertainers – everyone that you will need to utilise to bring your
event together and make it happen. If your suppliers are good they will troubleshoot some of
the issues for you and often give you solutions.
Is your proposed date going to clash with a public holiday, school holiday, religious ceremony
or other event held on the same day that will mean your proposed audience will not be able to
attend?

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