Basic Steps to a Successful Event

1. How to successfully
manage any event?
Basic Steps to Manage an Event
Camellia Dinh – July 2016

2. What is an “Event”?
 Definition:
“An event is something that happens
at a given place and time, for a
reason with someone or something
involved” (Steve John-n – How to
successfully manage any event”).
Vivid Sydney
Vivid Sydney is an annual outdoor lighting festival with immersive light
installations and projections in Sydney. Party of the lighting festival also includes
performances from local and international musicians and an ideas exchange
forum featuring public talks and debates from leading creative thinkers.

3. What is “Event Management”?
 Definition:
“The coordination, running and
planning of all the power, teams
and features that come together
to create every kind of event”
(Event Business Academy”).
Hung Kings' Temple Festival 2016
Hung Kings’ Temple Festival is an annual outdoor in Phu Tho, Vietnam, is a
Vietnamese festival held annually from the 8th to the 11th days of the third lunar
month in honour of the Hung Kings, known as the first emperors of Vietnam. The
main date is set as a national public holiday on 10th of the third lunar month since
2007. In 2016, the total number of visitors to this year’s fest was up to eight million
(vietnamnet.vn).

4. Types of events
 Sporting Events
 Entertainment, Arts and Cultural Festivals
 Commercial, Marketing and Promotional Events
 Meetings, Incentives, Conferences and Exhibitions
(M.I.C.E)
 Fundraising
 Special & Private Events

5. Basic steps to manage an event
from A to Z
 Pre-Event
 The Event
 Post-Event
50%
35%
15%
The Event Process
Pre-Event
The Event
Post-Event

6. Stage 1: Pre-Event
The Event Concept & Planning
“Don’t plan your
event without
knowing your
Show-
Stoppers…”

7. Stage 1: The Planning
 Step 1. Purpose of the event
 Step 2. Theme of the event
 Step 3. Target Audience
 Step 4. Location
 Step 5. Timing
 Step 6. Event stakeholders
 Step 7. Finance
 Step 8. Marketing
 Step 9. Programing
 Step 10. Press Call / Fundraising
A Show Stopper is a sudden societal or personal
experience or hazard that could cause the cancellation or
postponement or failure of your event such as: The death
of a person; Political emergencies and Community
Security; The Acts of God; Accident or Budgeting.

8. Step 1. Purpose of the event
 Knowing as also as a “mission statement” or “objectives” of the event.
 Analyzing objectives of the event gives us reasons to host an event.
Without having specific objectives, the event will be a waste and
meaningless.
 The purpose of the event should drive all the planning.
 Not every event considers making profit is a mission statement, many
events are hosted with a community purpose.
 Example: Mission Statement of a general team building event should be:
 Setting a common goal
 Role clarifications while working as a team
 Enhancing problem solving skills
 Enhancing interpersonal relations

9. Step 2: Theme of the event
“Historical, Geographical and Cultural; Sporting; Film;
Music and Entertainment; Artistic; Food or Objects are
the common themes for events”.
 Should be linked to the purpose of the
event
 There is an endless number of potential
themes but only limited by people’s
imagination and budgeting.
 While choosing a theme, it is important to
consider the range of suitable venues
available, keeping in mind the constraints
of budget and other considerations.
EURO 2016 FRANCE

10. EURO 2016 France
 Logo: It aims to bring together the creativity that defines French culture with the beauty of
the game and to enhance the prestige of one of the world's biggest sporting events by
providing an easily recognisable identity.
• Le Rendez-Vous gives the meaning to “Celebrate the Art of football”, which aims to
evoke the importance of the UEFA European Championship and to make it a succession of
festivities not to be missed.
• Mascot: Super Victor is a child superhero in the kit of the France national football team,
with a red cape at the back, to echo the colours of the flag of France. The Cape, boots and
ball are claimed to be the child’s super power.

11. Step 3: Target Audience
“A approximate figure of number of a particular group of
persons in the society who share common needs that you
intend to reach in mind and on record”.
 Target audience: Being known as
spectators, visitors, listeners, decision
makers or customers but not necessarily
end-users.
 The needs of all participants must be
considered before finalizing the concept.
 “Target Audience” is determined by
applying a number of audience
segmentation methods including the
identification of needs and wants; targeting
audience demographics, lifestyles,
purchasing habits. ? How do you plan to attract
expecting mothers as target
audience for your event ?

12. Step 4: Location
“Location must be at the best possible fit with the client’s
and the audience’s needs at lowest possible cost”.
 Must serve Purpose of the Event
 Ambience & Capacity
 Access to public transport
 Parking
 Venue Facilities & Logistics of Set up
 Audio Visual & Decorations
 Safety
 Budgeting
? Why five-star hotels are usually
chosen as number one option for
event venues ?

13. Step 5: Timing
“…is often linked to the season or weather or the occasion
of new public agreement, regulations/ invention or
launching a product or service”.
 Must serve Purpose of the Event
 Season
 Day of the week
 Time of the day
 Duration
Christmas in July has been an
unofficial winter festival in many
regions across Australia and New
Zealand
Celebrate Christmas in Aussie style
would be like…

14. Stage 6: Event Stakeholders
Internal / Primary Stakeholders
 Groups or individuals who incur risk
and without whose support and/or
involvement the event would cease to
exist.
 Client/ Event Principal
 Event Director & The Event Team
 Organizing Committee
 Emergency Services
External/ Secondary Stakeholders
 Groups or individuals who may or may
not be involved yet can seriously
impede the event’s success.
 Sponsors
 Contractors and Suppliers
 Program & Promotional Printing
 Local Community
 Local & Government Authorities
 Clients Participants/ Performers
 Interest Groups and Associations
Event Stakeholders are groups or individuals who are affected or
could be affected by an event’s existence. (V. Ziakas, Event Profolio
Planning and Management: A Holistic Approach).

15. Step 7: Finance
“Remember: Everything costs and someone must pay”.
 Do not work on assumptions while
budgeting your event. Everything needs
to be drafted in the early planning stage.
 This is where the creative and rational
aspects of the event manager’s abilities
can come into conflicts.
 Initial financial estimates can get out of
control very easily, therefore, even good
ideas should be knocked out at an early
stage if they do not appear financially
viable when it comes into concepts
which are less complex and more cost
effective.
Where does your event fund come
from?

16. Step 8: Marketing
“No one will know about your event
unless you tell them how…”
 Event Designs and Materials
 Consider level of publicity coverage
needed for the event to decide the
amount of work and budget
spending on:
 Print Advertisement (Displays for
Indoor/Outdoor)
 Broadcast Advertisement
(Television, Radio, Newspaper,
Internet…)
Timing and budgeting are crucial
of the initial planning.

17. Step 9: Programing / Event Proposal
 Your schedule/program (Event Script) is the manual of your event which includes a overall event
summary with description and action plan to be distributed to responsible departments of the event
committee. As an event manager, you need to make sure your event is always scripted and
documented from start to finish.

18. Step 10: Press Call / Fundraising
 Press call (for Press Conference/ Meeting/ Gathering): The process of
announcing or making your upcoming event open to public.
 Fundraising: The process of soliciting and gathering contributions in cash
or other in-kind resources to make your event happened.

19. Stage 2: The-Event
The Event Execution

20. Stage 2: Execution
 Step 11: The Event Checklist: Venue & Facilities
Management
 Step 12: Arrivals of your guests/ casts/ performers/
audience
 Step 13: Showtime

21. Step 11: Event Check-List
 Stage: To make sure that no unnecessary or unwelcome action is around the
‘performing’ area
 Decoration: To be in full and inline with the event theme and objectives
 Media Stand & Signage: To ensure the highest effects on the media release but
minimize disturbances to guests & audience.
 Audio Visual: Lighting & Sound System; Internet and Electricity; Ensure on-site
technicians are available.
 Ticketing: For any event that sells tickets, the ticketing is closed BEFORE show
time to minimize financial and security risks.
 Security: All team member to be at alert always in case of emergency.
 Health & Safety: To ensure that every member of the team is in the best health
condition with best transportation/ accommodation plan on the day of the event.
Always make your that you have your emergency plan stands by.
 Catering: Needs to follow strictly the event agenda and serving needs to come in
quietly and neatly. Food Safety; Dietary Requirements and Serving of Alcoholic
Drinks needs to be discussed and agreed in advance.

22. Step 12: Arrivals
 Ensure that your performers; MC, artists arrive on time for rehearsal (if
required); costumes or make-up to be done perfectly and ready for the
show.
 To ensure that V.I.Ps of the event are recognized, greeted and escorted to
their seats.
 Audience/ Customers to arrive in the most comfortable way as possible
(less time of checking; controlling; registration) and to make sure
staff/volunteers are available for on-site support.

23. Step 13: Showtime
 To followed strictly your event script but flexible for any
urgent changes and to handle unexpected issues/
emergencies.

24. Stage 3: Post-Event
…guide to a happy ending event!

25. Stage 3: Post-Event
 Teardown &Wrapping Up
 Do not forget to say “Thank you”!
 Payoff Invoices & Finance Follow Up
 Questionnaires/ Feedbacks
 Event Evaluation
 Plan for future improvement

26. Questions?
camellia.dinh@gmail.com