The activities required for marketing and managing events require certain
steps to be followed that can be called the five C’s of events.
The First is conceptualization of the creative idea and ambience followed
by the costing i.e. calculation of cost of production and margin on
the event. Canvassing, for clients and sponsors, customers, audience
and networking is the next step. Based upon the preferences of the customer’s
and the marketing objectives of the organization, customization of the
concept is required. Finally, the most important part of event management
is the execution of the event as planned. We term this activity as carrying
– out the event.
Event Designing
In practices, each of the C’s may not strictly adhere to the sequence
in which they have been presented above. There is a complex interaction
between the various C’s before the carryout stage, depending on
the requirement of the client, constraints forced by budgets, etc. The
final concepts is arrived at after accommodating change required for
a perfect fit among all other C’s during the conceptualization
process . This process can be termed as event designing.
¯ Conceptualization of the creative idea and ambience
¯ Costing involves calculation of the cost of production and safety
margins
¯ Canvassing for sponsors, customers and networking components
¯ Customization of the event according to brand personality, budgets
etc.
¯ Carrying – out involves execution of the events according
to the final concepts.
Conceptualization
involves a complex churning in which as many permutations and combinations
are worked out a possible. The original concept undergoes modifications
on the basis of the inputs obtained from the other C’s. The final
concepts get defined once the constraints posed by budget, client’s
requirements, target audience profile, etc. are objectively stated.
External Reach
from Event Networking
External reach through events is obtained from the networking mix designed
for the event. This is reach in terms of the exposure of an event to
the target audience population. For a sponsor to get enough mileage
out of an event, adequate targeted pre – publicity and advertising
are essential: thus making event networking critical for the success
of an event. Creation of a network and making it a success is the main
objective of publicity for the event.
Networking of the events, in relation to the media involved is the most
important point of concentration and is very important that anything
else. With out an adequately planned publicity camping, the benefit
of reach would be lost. The event organizer has to network with other
media for successful conduct of an event. When it comes to the concept
of promotion in events, the different types of components in networking
and their important features and characteristics are discussed in detail.
Actual Event
Reach
The number of people from the target audience population who actually
respond to the publicity campaign and attend an event is the external
reach campaign is focused
Interaction
Interaction is a
process in which there is an exchange of various types of information
between the clients and their target audience. As the audience is directly
involved in the proceedings of an event, it strengthens the recall factor.
From the view point of the general audience interaction enables in clearing
doubts and apprehensions that may exist in their minds since it provides
an avenue for air ring these (event grievances). Interaction also creates
and builds rapport between the interacting parties by providing an opportunity
for live, physical, face to face interaction. Depending on the event
objectives, events can also be enabled for live telecommunication or
video conferencing between remote audiences and clients via powerful
interactive media such as the Internet.
Interaction Points
In all events provide
opportunities for interaction. Therefore, these need to be designed
to suits the interaction objectives. Interaction points are those designated
areas of the venue along with particular time slots, where the interaction
is to take place. The place which is often used as interaction points
in an event are the stalls. . The magnitude of interaction allowed differs
widely due to the restrictions imposed by characteristics of each event
category Depending on the location or place of the interaction point
the event categories may also differ when it comes to the interaction
style or methods.
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