20-07-2013, 04:46 PM
Summer Internship Report On Progress and Prospects of Event Companies in Delhi, NCR
Progress and Prospects.docx (Size: 1.57 MB / Downloads: 33)
INTRODUCTION
Event marketing is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix-advertising, sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands of companies invest in some form of event sponsorship. Defined, event marketing is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing communications, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere.
Event marketing is growing rapidly because it provides companies alternatives to the cluttered mass media, an ability to segment on a local or regional basis, and opportunities for reaching narrow lifestyle groups whose consumption behavior can be linked with the local event. MasterCard invested an estimated $25 million in sponsoring the nine-city World Cup soccer championship in the United States in 1994 and will likely sponsor other big events in many countries as well.
Executive Summary
As per clause (34), “event management” means any service provided in relation to planning, promotion, organizing or presentation of any arts, entertainment, business, sports or any other event and includes any consultation provided in this regard
The current condition of the event management companies in the city is not very well they are waiting for the response of the people so that in future they can encash it. In fact right now the role of event management companies is being played by either the hotels or the amusement parks or the community centers. In many cases newspapers work in collaboration with private parties to organize some event.
The findings of the project clearly states that the future of event management is very bright in the city although presently its in nascent stage but the people of Delhi have started accepting such events in the main line. Some such events are like theme based marriages and “Ladies Sangeet” in the marriages. Along with this the growing gathering in the fashion shows and musical concerts is also remarkable.
Company Profile : Bace Marketing Pvt.LTD
BACE Marketing Private Limited was formed in the year 1994 with the objective:
To be a fully Integrated Event Management Company offering -Backbone Activity for Conferences & Events with the complete spectrum of Services under one banner.
"Over the years the BACE team has grown steadily in skills and experience, responding to the expanding needs of clients and keeping pace with rapid development in relevant technologies. As a team of qualified and experienced professionals, we bridge the crucial gap between what is available and what is possible to offer solutions based on a thorough analysis of objectives, feasibility and resources. During this period Team BACE has been creating and facilitating not only conferences and events but also learning and development workshops. We know how to create the energy and participation your conference needs. It's about creating the right process, and then trusting that process."
A Methodology and Implementation plan, Work Plan Summary and the PERT chart put together, bridge the crucial gap between ideas and possibilities, to offer solutions based on thorough analyses of objectives, feasibility and resources. This ability to visualize and present the "big picture" in front of the customer, is crucial and liberating, for the customer to focus more on content and less on packaging.
Research Methodology
The research methodology used in this project is “Data collection”. Detailed discussions with event management firms and the corporate clients. Subsequent additions were made to the interview schedule to suit the specific events under study. The information gathered was studied and analyzed. It reveled certain issues in event marketing which need further attention and some suggestions have been given to make the Event Marketing industry more effective in order to utilize its full potential and be mutually beneficial for the Event Marketing agency, the Corporate and the customer.
During-Event Activities
During the event, softer aspects come into the focus. For overall coordinator, it is important to pass on all credit to supervisors. Event managers should look humble and be available to the clients to call on. The conceptualisers’ efforts should be appreciated at least during the event. At the same time, there should be a constant surveillances of the specially effects, display objects and the food and beverages. Thus monitoring is the gist of the during-event execution activity that is involved. Photographs and other multimedia recording arrangements if so desired also need to be taken from strategic locations.
Event Planning
The first and foremost thing to do while planning an event is to know about the client's expectations. When a client first approaches you for assigning a task, sit with him and find out what he wants and how he wants it. Keep in mind the fact that the client has a very hazy idea of what he wants. He expects you to change that hazy idea into a reality. So you first need to strike a good rapport with him. Once you know his expectations you can start giving your inputs. Since you are a professional event planner he is bound to believe that you have a better knowledge about these things and will respect your judgment.
EVOLUTION OF EVENT MARKETING
From its origins in event planning, the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. Not surprisingly, savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. While it is important to garner leads, marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled.