Monday, June 1, 2015

Event Industry Review- An A to Z guide to the Event Industry (Part-1)

You have your entire week booked with the various events and gatherings that you have to attend. Your favorite singer Mohit Chauhan is in town, your slightly loud but lovely cousin is getting married and at the end of the week, you have the elusively arranged- practically begged, borrowed and at the end stolen IPL V.I.P passes from your friend. You are all excited and can’t wait for the week to begin.

Let’s for once peek behind the veil and experience these exquisite shows from the other side of the curtain. Enter the world of an Event Manager.

Every event, be it the cozy yet stupendously sun-drenched Goan beach wedding or the fun and adventure laden weekend trip to Mountaineering or even the grand anniversary celebrations your friend planned for her parents 25th anniversary bash or the exciting new episode of the latest talent hunt reality show, each and every event has an army of people working day and night planning, promoting and practicing every meticulous detail so that you can enjoy those few hours of the event to the fullest.  These behind the scene magicians are referred to as the Event professionals and the magic trick they perform is commonly called - Event Management.

Overview of the Industry 

“Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.” - Gloria Steinem

The Event Industry has been thriving like never before.  What was just a small pea in the pod a few years ago, has now transformed into a fully grown tree, shooting out more and more branches every now and then.  The Indian event Industry is a multi-crore industry hosting mega events and shows every day.

The Event Industry is a classic example of supply creating its own demand.  The coming up of various big event companies have brought in a unprecedented growth in the number of exhibitions, conferences, seminars and product launch events taking place. With these events now becoming a symbol of class and style, there’s no stopping this industry from growing further.

Event management basically deals with planning, organizing and finally executing an event. An event can be described as any planned public or social occasion or gathering. Everything from Wedding Planning, Product Launches, Concerts, seminars to birthday celebrations, anniversary celebrations comes under the domain of an Event.

Professions under Event Management 

There are a plethora of tasks that need to be taken care off while arranging an event.  Organizing an event is not a one man task. It requires a collaborative team effort where everyone dispenses their respective duties assigned to them.  A person interested in the field can choose from a number of options based on their skills and interests.

Career Avenues in the Event Industry can be broadly divided into three following categories:

1) Event Operations- This department has to carry out the task of coordinating and integrating all the operations within an event and its associated venues. They are the minds that know what will work and what wont. They try to keep their event management skills up-to-date by regularly adopting to new technologies and methodologies.

People into Event Operations are famously known as the backbone of any event.  Various profiles under event operations include Wedding planner, artists manager etc.

2) Event Marketing- Imagine the IPL without all the witty ads, promotional activities, the glamour and the innovative branded props and merchandize – You can’t because it won’t be too different from a Deodhar Trophy or Vijay Hazare Trophy, which were premier limited overs domestic cricket tournaments that hardly anyone knows  about.

You might have a fabulous, well planned event in place but all this hard work is of no use if you are unable to market your event well.  Event Marketing deals with devising a promotional strategy for an event in order to attract more and more attendees or customers. Currently, Event Marketing is in its guerrilla phase with the virtual and physical means of marketing crossing paths and working together.

In order to become an event marketer, one needs to be innovative, quick, smart and energetic enough to face any problem coming his way head on.  Various profiles under event marketing include Business Development Manager, Client Servicing Manager and Account Manager Etc.

3) Public Relations- The difference between a good event and a great event is a good PR strategy at work.  A good PR plan can help you generate more ticket sales, secure advertisers and sponsors for the event and create an excitement and buzz around the event. Besides performing all these functions, a PR manager is also representative of the event or the event company at the times of crisis. They are the ones who bear all the tough questions from the press and try to salvage the image of the company or the event at the times of crisis.  Various profiles under the public relation domain for event management include Public relation officer, corporate communication officer and brand managers etc. 

Stay tuned for Part 2. There’s a lot more left to share with you.

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