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Event management and sponsoring


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Event management and sponsoring course for the ESC Troyes Interactive marketing and Social media MBA

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Event management and sponsoring

  1. 1. Social Media & Interactive Marketing Management Event management and sponsorship 2013-2014 by: David Chelly Copyright © Postenergie Espagne SL 1
  2. 2. Your lecturer: David Chelly    2006 - website publisher 1995-2006 - Consultant and professor specialized in Eastern European business Ph.D in Management Sciences Post-graduate diploma in Finance Degrees in Sociology, Money and Banking, Law, Accounting @: 2
  3. 3. Aims of the course    This course provides students with information and insights about event and sponsoring management. It focuses on modern techniques, especially those using the internet and/or used by web companies. Methods: The course is a workshop-oriented class, designed for active participation. 3
  4. 4. Assessment      Participation (30%): In class activities and contributions to the class. - Case Study: Event presentation (20%): This assignment involves an in-depth investigation of a major special event and an oral presentation (15 mn) + written report (5-10 pages + appendix). - Final Project - Event Business Plan (50%): This assignment simulates the planning and carrying out of an event. The case study and the final project are conducted in groups of 3 to 4 people, if possible including at least a French and a foreign student. The case study and the final project need to be related to the web: event (partially) conducted online, event management for a web 4 company, etc.
  5. 5. Outline of the course       The context of event management & sponsoring Main types of events Marketing events Event management and PR operations Event management in an international environment Sponsorship and the economic impact of events for the stakeholders (destinations, brands, etc.) 5
  6. 6. Quizz  What nowadays’ big thing has direct consequences for event management – Big data – Augmented Reality and RFID – Semantic web 6
  7. 7.  Who is the world leading event management service ? – Amiando – TicketMaster – Eventbrite 7
  8. 8.  Who is the reference of cross-cultural communication (polychronic vs. monochronic cultures, hi-context vs. lo-context cultures, relation to time and space, etc. ? – Abraham Maslow – G. Hostede – E.T. Hall 8
  9. 9.  A webinar is : – A web conference shared with remote locations – an online course aimed at unlimited participation and open access via the web – A collaborative workshop tool 9
  10. 10. General context of event management and marketing 10
  11. 11. A well performing sector   Event management has recently become a real communication tool General growth in the main world markets (USA, India, China, Brazil…) and limited growth in Europe To go further: 11
  12. 12. Meeting planner named a Top5 job in 2013 by CareerBuild er 12
  13. 13. Advertising figures in France in 2013  Situation in France – Stagnation for the event management sector and small growth for sponsorship – 650 event agencies, suffering from the economic crisis – Political will to develop event management, but a limited competitiveness 13
  14. 14. New trends for marketing  A reduced effectiveness of traditional promotional methods  Why ?   fragmentation and saturation of conventional media channels Event management is compatible with the new trends for marketing – Guerrilla marketing – Experiential marketing 14
  15. 15. Guerrilla marketing  Unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget 15
  16. 16. Experiential marketing  Cross-media promotional activity which encourages two way interaction and direct physical immersion into a brand 16
  17. 17. Main types of events Definition: a public assembly for the purpose of celebration, education, marketing or reunion. 17
  18. 18. Types of events – – – – – – – – – Social / life-cycle events (birthday party, wedding, anniversary…) Education & career events (job fair, workshop, seminar…) Sport events Entertainment events (concerts, fairs, festivals, fashion shows, flash mobs Political events Corporate events (MICE for meetings, incentives, conferences, exhibitions), product launches, road shows Religious events Fund raising / cause related events (auctions…) webinars and other virtual happenings  18
  19. 19. Why organizing an event?  – – – – – – – Event Management is a different way of promoting a product, service or idea. Promote, launch or market a new product or service enhance a company's brand image increase company's sales, promote a social cause Good for corporate culture Tax reasons For digital companies, create a physical link with customers 19
  20. 20. Event marketing agencies  Three main types of actors: – Subsidaries of leading communication agencies : Publicis Events (Publicis Groupe, Havas Event (Havas) , Le Public Système PCO / Sagamartha (Public Système Hopscotch) , Connect Factory (Aegis Group) – Generalist independent agencies : Australie, LA Washing , SDT Events… – Professional congress organisers : integrated services (GL Events), business trips (Equatour Voyages), incentive (Jet Stim), sport events (Eventeam), trade fairs, (Event International) 20
  21. 21. Clients for event marketing   Companies Local authorities – Impact for business & tourism   NGO Case study >> TENCENT 21
  22. 22. Resource 22
  23. 23. Exercise (groups of 4/5)  Tencent is thinking about organizing a special event to mark its arrival into the French market – Before entering into negociations with your advertising agency, the reprensative for Tencent Europe asks you to suggest an event, an approximative budget, and 10 key-measures to realize and promote it. 23
  24. 24. Event marketing 24
  25. 25. Event marketing in the digital age  Traditional methods: – media advertising (press / TV / radio…) : see the rates >> – Direct marketing : post mails and emails, door-to-door, point-ofsale marketing, couponing, offering free gifts and other incentives – public relations (journalists, influencers…)  Technological innovation has allowed us to take event marketing beyond traditional tactics such as passing out flyers to methods that are more creative and far more effective. 25
  26. 26. Online tools  The web is essential to : – promote an event – Tell a story – Prepare the audience for further events 26
  27. 27. Marketing events through the web  Set up a custom landing page that focuses on nothing but the affair at hand  Domain vs subdomain Email campaign (text, images, video..) to inform about the importance of attending and engage in a variety of ways.  Traditional webmarketing techniques: search marketing, display, social media, affiliation…  27
  28. 28. A few tips To incentivize registration: create a special offer or discount that sweetens the deal (coupons)  A well designed incentive program can not only help you boost attendance for upcoming events, it also generates buzz  More: offering of rewards, follow up, gather feedback, share your success (newsletter, blog, etc.)  28
  29. 29. Online tools (assessment)       Planning an event with EventBrite Google+ Events, Facebook event page, Doodle, etc. Cross-cultural advice for organization an event in… Collaborative workshops tools : Google Drive, Diigo, Teamviewer, etc. Planning a Flashmob Webinars : goals, tools, successful examples 29
  30. 30. Event management “The process of analyzing, planning, co-ordinating, staging and evaluating an event.” 30
  31. 31. Social media  Hybrid of physical and digital engagement – A live event, plus “SOLOMO” (mobile, social, location-based services) enables event engagement to begin virtually, before the event. • Facebook fan page, status updates, and Facebook apps. • Twitter, LinkedIn, Viadeo, Xing… – If the social engagement online is so powerful, why bother with the live event at all? • “The more digital we go, the greater the need for in-person interaction,” No one really knows where this is going, but what is clear is that it is important for organizations to utilize the technology to remain “current” 31
  32. 32. This part will not be developped. In practice, it needs to be subcontracted People involved in supporting an event        The following people are involved in supporting an event: - Organizers (principal sponsor, co-sponsor, associate sponsor…) - Sponsors (venue sponsor, gift sponsor, catering sponsor…) - Partners (media partners providing space, promotional partners doing publicity, logistic partners, Academic partner…) - Clients - Supporting Agencies (government or private) These people can either be an individual or a company. They either finance the whole event or some of its part or provide some service either at subsidized rate or for free 32
  33. 33. Event Management Job Structure 1. 2. 3. 4. 5. 6. Administration Technical Services Operations Hospitality Marketing and Communication Special Services
  34. 34. Event Management: HR  Depends on size and scale of the event – Event manager / event planner (very hard job, which needs a lot a time flexibility) – Event coordinator – Information manager – Logistic manager – Security manager – Infrastructure manager 34
  35. 35. The Event Planning Process Although not an exhaustive list, planning an event involves: Participant Recruitment   Medical Service Planning   Facility / venue logistics   Ticketing / Box Office Management   Food Service Management   Marketing & Communications   Public Relations  Volunteer Recruitment   Hospitality / VIP Protocol Permits / Licenses Merchandise / Concessions Parking / Traffic Control Risk Management Venue Contract Negotiations Evaluation of results
  36. 36. Incentives     Business improves when employees and customers are recognized, rewarded and engaged through effectively structured programs with defined goals and proven returns. recognizing top performers, motivating sales teams, planning the perfect branded event, or spurring consumer engagement that drives sale Incentive travel (for employees, distributors, supplier…) Reward programs 36
  37. 37. A focus on international events 37
  38. 38. Managing a multicultural team for an event abroad   Should performance-related pay systems work in the Netherlands ? • Is Management by Objectives recommendable in Vietnam or should we prefer team work and quality circles ? • Is flexibility high in Germany or do we prefer planning and budgeting long in advance? PDI Power Distance Index IDV Individualism MAS Masculinity UAI Uncertainty Avoidance Index LTO Long-Term Orientation 38
  39. 39. Comparing cultures: E. Hall’s work 39
  40. 40. Comparing cultures: E. Hall’s work 40
  41. 41. Working environment in France    Relationships between employees are hierarchical and marked by formalism and rivalry Punctuality is treated casually in France Better not doing anything than making mistakes In companies as well as in the society, changes in France are seldom but violent. There is no habit nor culture of working in group in France: In the 3rd century, the Roman Emperor Tacite used to say that the Gauls will be unbeatable when they stop fighting with each other. 41
  42. 42. Meetings in France : creativity, controversy and fast-thinking     A French person strives for verbal inventiveness, intellectual elegance, lively reasoning and rigorous analysis Meetings often last too long, with more time spent on useless questions than on strategical issues Meetings aim more at informing rather than at producing collective answers to problems Business can be conducted during any meal, but lunch is best. The « réunionite » : a typical French disease 42
  43. 43. Sponsorship 43
  44. 44. Exercise in group (4/5 people) : Plan an event from start to finish Duration: 1h20 – please send by email to: davidchelly@centreurope Topic: The students from the Social Media & Interactive Marketing Management Master at ESC Troyes have decided to organize a conference dedicated to digital marketing   In black : what you have to do in this exercise In red : important things that need to be done when organizing an event, but that we will ignore in this exercise 44
  45. 45. Exercise in group (4/5 people) : Plan an event from start to finish  More info will be given in class 45
  46. 46. Sponsorship    What is Sponsorship? “Sponsorship is an indirect way of gaining financial support by helping businesses promote their products or services in exchange for their support (financial or in-kind).” Difference between sponsorship & patronage 46
  47. 47. Why sponsor an event?  Target a specific group of customers – Goodwill to the community – “Give Back”    Looks good to potential customers An efficient way of communication for regulated professions Cutbacks in marketing – new form of marketing with a good cost per number of people reached "If the primary aim of a captain were to preserve his ship, he would keep it in port forever." Thomas Aquinas "Deals ares my art form. Other people paint beautifully on canvas or write wonderful poetry. I like making deals, 47 preferably big deals." Donald Trump
  48. 48. Needs to be returned for the 9th of Dec.– 8. PM to Event Management Assignment – Prepare a brochure promoting a sponsorship kit for your webmarketing school event – Evidence must be professionally presented and can comprise of documents, photographs, video clips. – More info will be given in class
  49. 49. END Thanks for your participation 49