EVENT MANAGEMENT

LESSON 17:
CONCEPT OF PRODUCT EVENTS
An event should meet both the tangible and intangible needs
and aspirations of the event user satisfactorily. Most events are
tailor-made or customised for the particular client depending on
the requirements from or objectives to be met by the event and
as mutually agreed between the event organiser and the client.
Different event categories offer different products that satisfy a
variety of needs but on different scales. The most fundamental
aspect is the event infrastructure and the core benefits attached
with each of the event categories. An event by itself can be called
a product and can be classified into different levels as discussed
below.

Benefit Levels
The core benefit offered by any event is the reach with interaction for brand building addressed to a sharply defined and
controlled target audience. Ageneric event can be stated to be the
different categories of events as in competitive events, etc. An
expected event involves the perfect fit between the concept, the
client and the audience along with a professional execution by
the event organiser. An augmented event could provide a
complete communication package, media ride along, special
treatment and benefit offers with other events as negotiated. A
potential product in events could be coverage of events as
television software material for post-event benefit. Exclusive
branded festival shows could be such an event product.
An event as a product is a new marketing tool and is a radical
departure from 1! the status quo in the marketing and
communication industry. Though a fresh and tender tool, the
events medium offers a potential minefield of opportunities
that an event-savvy company can exploit. Therefore, an understanding of events is the latest agenda on marketers to do lists.

Event Hierarchy
In the event hierarchy, the need family consists of the core need
satisfied by using events which is brand building with interaction followed by the event family, which consist of the various
categories of events that satisfy the core need. The event class
consists of those events with functional coherence for example
music, festivals and events for the film industry. An event line is
made of that group of events such as artists within an event
class that are closely related; for example musicians, star
performers, etc. The event type is defined by the concepts within
an event line that share one of several possible forms of an
event. Branded events are exclusive and identification of events
with the sponsor is the main idea behind the event in that it can
be literally stated that the brands own the show. For example,
the Smirnoff International Fashion Awards (SIFA). In fact,
some television based event shows such as the TVS Sa Re Ga
Ma and Close Up Antakshari are live examples of branded
events with artistic expression combined with a touch of
competitive spirit used as the concept for the events. An event
therefore can be further defined as a distinct execution within an

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event line that is distinguishable by its core concept or any other

variation such as budget, time etc. Each of the event categories
and several variations of events are discussed in detail in the
following sections. Since the client sees an event in its entirety as
a product offered by the event organiser when using an outside
agency, an event as a product per se can be defined in terms of
events that are professionally organised by an independent
agency.

Categories and Variations of Events

In the chapter on Key Elements of Events, we introduced the
term core concept under the section titled event infrastructure. It
was stated therein that the core concept is responsible for giving
rise to event categories and delineating the basic differences
amongst them. In this chapter, we shall use this to classify
events into seven different categories. It also covers some of the
innumerable event variations that are possible during the event
design process. How different bases such as time, location,
value, concept, artist and client affect this process has also been
elaborately discussed.

Categories of Events and their

Characteristics
Variations in the core concepts distinguish the various categories
of events. Based on this principle, events as a marketing tool
can be broadly categorised as under:
1. Competitive Events
2. Artistic Expression
3. Cultural Celebrations
4. Exhibition Events
5. Charitable Events
6. Special Business Events

Competitive Events
Core Concept
This may involve a test of physical strength, mental abiHty and
talent or a combination of these. A challenge between two or
more entities whether individuals or in teams from different
communities. These individuals or teams may be either amateur
or professionals. A competitive event may be sophisticated and
con trolled varia tion of crude warfare tha t involves pa triotism,
pain and pride in victory. It can also be an encounter purely with
the intention of enjoying the clash of skills and the mastery of
intricacies involved in the event by the participants.
Types of Competitive Events
Competitive events can be divided into various types. These are
contests which test sporting skills,-artistic talents, knowledge
levels or compare participants on the basis of any other
parameter as a constraint within a certain set of rules and
regulations applicable to all. Sports, Talent and Beauty contests
are the most visible examples of competitive events.

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 Visibility and exposure to the brands

Prolonged impact
Corporate/brand awareness
Consolidating the positioning of brands
Merchandising and sale of licensed products around the

event
The most popular competitive events are sporting events. The
hysteria surrounding the 2000 Olympic Games held in Australia
is proof ofthe popularity associated with sports so much so
that it is touted as the greatest show on planet Earth! Games
have always evolved from the ethos and lifestyles of the people.
Converting everyday activity by exaggerating the constraints into
a competition was a sure shot way to have fun and test peoples
courage and wisdom. If not each community, in general every
nation at least has a few games that have evolved indigenously.
The popularity of sporting events and its prolonged impact can
be judged by the relaunch of Prudential, a UK-based insurance
company, in India. The Prudential World Cup of 1983 will
remain forever etched in the minds of millions of cricket
aficionados in India. One of the worlds greatest all-rounder
and the Indian captain in the 1983 World Cup held in England,
Kapil Dev, and his team made India proud by winning the cup
against all odds. They defeated the mighty West Indies who had
won the two previous World Cup. This had sent the nation
into frenzied celebrations unmatched till date. That was the year
1983. Exactly fifteen years later, Prudential, which had pulled
out of India due to some reasons, was on the front pages of
leading Indian newspapers and in the reports on the multitude
of satellite channels. Why? The stars of 1983 - to be precise, the
entire team was present at the launch ceremony where a replica
of the Prudential Cup was awarded in a mock ceremony to
Kapil Dev by a top. ranking official from Prudential. There was
not a single advertisement released neither in newspapers nor
on television. Yet, every cricket fan was aware of the re-entry of
Prudential into India.
This is just a post-event benefit. There are other numerous
benefits attached to being associated with competitive events.
They have a prolonged impact because one can build on a
competitive event, have follow-ups, and feature a series for
many weeks before and after the event. The sponsor can have
curtain raisers and curtain-downers, and thus keep the event
alive.
Still a new and. exotic game for Indians, Bacardi Asian Beach
Volley ball Championship on the Chowpatty beach in Mumbai
fitted in perfectly with the brand image and exposure require11.232

ments of Bacardi, a liquor brand launched in India in late

nineties. The reason for this interest in sports is due to the
extensive national and international television coverage thus
providing visibility and exposure to the brands of the sponsoring firms at a relatively low cost. Adding to the excitement is the
prospect of live coverage providing greater value to the audience
and an opportunity for a larger reach during the event.
The tremendous increase in popularity of competitive events
for sponsorship can be attributed to the advent of satellite
television. Moving beyond corporate / brand awareness,
competitive events are also being used by corporates for
consolidating the positioning of brands in the minds of the
consumers. For example, sponsoring sporting events such as
golf, polo, tennis, squash, etc. is akin to marketing a lifestyle for
the well-heeled elite audience. The 1996 Miss World pageant
sponsored by Godrej with ABCL handling the marketing and
management of the show is another example that can be cited
here. Coming as it were, after the crowning of Sushmita Sen
and Aishwarya Rai as Miss Universe and Miss World respectively, it was an ideal opportunity for Godrej to consolidate its
position as a world-class company especially, after the restructuring of its tie-up with Procter & Gamble.
Sports venues usually have multiple sponsors and the entire
playing area is surrounded by branding opportunities. The
boundaries especially are prime spots. Other unique branding
opportunities exist in different games. In tennis, for instance,
the guts of the rackets of players carry the logo of the sponsor.
Same can be seen on the dress or uniform that the players wear.
The 1998 World Cup soccer tournament in France is the
ultimate example of the popularity of sporting events with
sponsors. The total value of the 12 World Cup sponsors and
the organising committee was about $428 million. In addition
to this, the turnover from the sale of World Cup licensed
products was estimated at over $1 billion. And these figures do
not include money by other advertisers. Other sponsors include
those who have agreed to back World Cup teams or for
providing free services to the organisers or for television
broadcasting rights.
The competitive spirit is not only restricted to the sporting
arena. Creative minds and spirits also equally share the limelight
when it comes to competition. De Beers, the Worlds largest
diamond mining company, in association with The Gem and
Jewellery Export Promotion Council, organised a unique
competition to commemorate the beginning of the new
millennium-the premier Annual National Diamond Design
Contest. The focus of the contest was the creative diamond
jewellery designs that women would love to wear in the new
Millennium. De Beers took special pleasure in inviting all
designers to participate in a design competition artists a great
opportunity to exhibit their talent on a scale like never before. It
was undoubtedly a competition that offered talented designers
a platform to display their brilliance on the world stage and to
win national as well as international recognition. Most importantly, the winning designers got an opportunity to be the
Creator of the Millennium Diamond Design and to attend The
Diamond International Awards ceremony in Paris. At the event,
referred to as the Oscars in Jewellery Awards, three Indian

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EVENT MANAGEMENT

Characteristics
Competitive events, being the most popular events category,
have tended to become mass audience oriented. The live telecast
opportunity for the television media - and thereby increased
scope for reach and revenue-has tended to blur the interaction
part of the benefit that events provide. In addition, the
excitement generated during such an event grips the spectators.
Any interaction diverting their attention from the contest could
be perceived as an intrusion. Therefore, competitive events
provide more reach and fewer interactions. Given these
characteristics, competitive events are primarily used for:

EVENT MANAGEMENT

jewellery designers won the Diamond International Awards

2000 amongst 30 millennium winners. The presentation was
during the Haute Couture week. The year 2000 competition
broke all records for entries with 2530 designs submitted from
42 countries. The winners came from 17 countries: Australia,
Belgium, Brazil, Canada, France, Germany, Hong Kong, India,
Italy, Israel, Japan, Korea, Mexico, South Africa, United Arab
Emirates, United Kingdom and United States of America. The
post. event follow up included an Indian Exhibition in October
2000 where the Indian audience too had a chance to see the
latest talent as the Diamonds International Awards 2000
Collection was on a world tour after the awards presentation in
Paris.

Artistic Expression
Core concept Presentation of artistic talent as entertainment to
the audience. It may involve singing, dancing, theatre, etc. and is
a. form of expression of emotion and freedom.
Types of events for artistic expression Music concerts, dance
ballets and other stage performances are the most popular
forms of artistic expression. These are purely for the sake of
entertaining the audience.
Characteristics Since entertainment is the sole and major
objective at such events, the audience resents any commercial
interaction, though the client and event organiser may appreciate
substantial interaction. Therefore, events for artistic expression
provide opportunity for more reach and fewer interactions due
to which the major benefits that such event offers to potential
sponsors are:
Consolidation of the image of their brands
Post-event mileage
Excellent coverage prospects
Live or deferred telecast

An avenue for expression of the personification of the brand

image Universal appeal among different sections of society
Music has always had universal appeal among different sections
of society. Depending on the type of music and image of the
band/performer, sponsors use musical events to keep up the
contemporary image of their brands by sponsoring events with
which their target audience identifies most. For instance,
ThumsUp sponsors rock concerts inviting groups like Indus
Creed, Agni and other contemporary bands to reinforce its
youthful, joyous and vibrant image. The brand also lays
emphasis on the indigenous image built up over the years as a
Parle brand taking on the MNC challenge. In fact, by pitting
Thums Up against Pepsi, Coca-Cola-which acquired the brand
from Parle-is fighting Pepsi on two fronts. Coke sponsors
foreign performers like Whigfield in India and Thums Up
sponsors local performers and bands.
The advent of satellite channels has given a boost to musical
events in that these events provide excellent coverage prospects
and an opportunity for unmatched and exclusive rights to
television software for post-event mileage. A live telecast, if
possible, gives a tremendous boost.to the event and becomes a
much-talked about programme for a long time.

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Stage performances and musical events are also used extensively

by cigarette and liquor companies to consolidate the image
oftheir brands. For example, The Vazir Sultan Tobacco Company sponsors Spirit of Freedom concerts every year providing
an avenue for expression of the personification of the brand
image of Charms. Similarly, liquor companies have in the recent
past sponsored musical performances such as Ila Arun Live,
which had a wild and raunchy air at the show. Musical events
also attract multiple sponsors and clients. Usually, one main and
a set of cosponsors are taken on and allowed to make use ofthe
branding opportunities. The venue or location is usually
covered with banners and posters or colours of the sponsors.

Cultural Celebrations
Core Concept
Get-togethers and celebrations of events that carry mythological. religious significance and/or have traditional values attached
by a particular community with homogenolls characteristics.
Types of Celebration
Fairs and festivals are well known events in this category.
Starting from the innumerable rural festivals that may also
involve business transactions between merchants from far and
near to college festivals is essentially a get-together. College
festivals involve friendly contests and performance by and for
the student community, rural fairs and festivals are essentially a
local affair. Such events comprise of a host of smaller events
that could be from the other categories. Fairs and festivals have
their root in religious tradition and rituals. These were basically
designed to pass on knowledge to the next generation by the
elders. For instance, the concept of HoJi evolved ITom the
celebration of a good harvest into a colourful festival heralding
spring with an added mythological significance of Vishnu
Bhakta Prahlad and his devotion. making Holi a festival that
co~bines faith in God as well as celebration of good harvest.
Characteristics
Given the openness, free entry and informality in most of these
events, sponsors with innovative interaction points are actually
appreciated by the audience. Since most of the audience at such
events usually walks in on their free will, they are more receptive.
The intervals in between the smaller events also offer interaction
opportunities. Since cultural events provide greater opportunity
for interaction and reach, they provide participating sponsors:
A strategy for focusing on a particular community
Reach into the heart of the rural population
A platform for mass communication
An opportunity to communicate to-the-point
Avoid any sort of clutter
Chance to innovate
Direct sale opportunity

It is a fairly old phenomenon that merchants have been coming

to the large fairs and festivals and joining in the celebrations
with the general public. Discount offers during the eve of
festivals are now a common event.
Another factor associated with the larger fairs and festivals of
India is the predominantly rural nature of the events. Rural fairs

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Exhibit 5.1 shows a detailed list of rural festivals in India and

the audience that they draw.

the rural population. A fair or festival offers a good platform

for mass promotion. The audience on such occasions is a media
buyers dream. With a minimum of spill over, firms can make a
pinpoint communication with a literally captive audience
because these fairs are the only mode of mass entertainment for
the rural population and therefore most of them will be there
plus an added advantage here is that people cannot change
channels. Richard Schechner in his book, The Future of Ritual,
states that in the Indian tradition, there are plenty of warrants
for large-scale events-. These performances are synasthetic, i.e.
these events involve complete sensory awareness, a high level of
audience participation and the combination of several art forms
like music, dance, poetry as well as people of different faith.
These events provide an avenue for moving beyond straight
sponsorship or visual advertising by allowing innovative
techniques of promotions to evolve. For example, HLL used a
giant boat for a large-sized Lifebuoy hoarding at Alwaye in the
annual boat race during the Onam festival in Kerala. Colgate
splashed its name on kites during the kite festival in
Ahmedabad and so on. Such creative promotions are possible
and they ensure that nobody in the audience misses out on the
exposure.

The following is a summary ofthe number offestivals regionwise which shows that just the top fifty fairs and festivals in
India attract a combined audience of almost 5.66 crores. And
India has an estimated 5000 different festivals. We leave it to the
reader to extrapolate on the audience that these would attract!

From Exhibit 5.1, one can also see the wisdom behind the
timing of such festivals in the ancient times. A close look at the
months in which such festivals are held would show that the
monsoons have been provided for by not scheduling any major
festival during the months of June, July and August.
If this event category is ignored, it is practically impossible to
reach the rural population spread over 75,000 villages economically through any other means. Also, these melas not only
provide a good audience for communication, they also provide
firms with a unique opportunity of direct sale (to liquidate the
cost of promotion), free sampling and collection of market
research data. Through welldesigned campaigns at such fairs it is
possible to generate very high top-of-mind awareness among

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Where do you think one should include inter-college festivals?

Ifwe go through the core concept of cultural celebrations, we
understand that get-togethers in a student community
organised informally by amateurs who come together and do
voluntary work as coordinators and staff falls entirely within the
purview of the cultural celebration category. lIT, Bombay hosts
Mood Indigo; St. Xaviers Bombay has Malhar 2000. Their web
presence and the smooth transition to the dot com companies for sponsorship is very impressive. The entire concept to
carry out is a beautiful symphony in action. Exhibit 5.2 gives a
listing of the Malhar 2000 sponsors who reflect a youthful zest
for life as well as focus on the student community as a target
market.

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EVENT MANAGEMENT

and festivals are opening up new marketing horizons for the

corporate sector. The business sense in sponsoring such an
event shows from the fact that television covers barely 18 per
cent of rural India. Marketers are always on the lookout for
ways by which to reach this enormous consumer base effectively.
Some simple statistics on the fifty biggest rural fairs will drive
home the importance of events in the rural context and why
they are such an attractive medium for sponsors who are
thronging to put their budgets for these festivals.

EVENT MANAGEMENT

Exhibition Events

Offer firms the opportunity to create a database on prospects

Core concept Presentation of goods and services at a common

location for the purpose of either sale or display which may be
commercial in nature or may be a noncommercial display of rare
arts, ancient artifacts or other skills.
Types of exhibition events Exhibitions, shows, displays, sale
are all words used to mean the same event. Exhibitions
essentially are a way of expression of workmanship in either the
technical or the artistic fields. Trade shows are the most
common types of display and sale events. Exhibiting things is
an ancient profession. There is no fundamental difference
between commercial and noncommercial exhibitions. Many
commercial exhibitions are basically aimed at indirect selling and
most of the time such events are publicised as exhibitioncumsale. Commercial events can range from a simple Flower and
Plants show to huge motor shows. Other large number of
informative and prestige exhibitions are simply for information
such as the grand old museums and aquariums. In fact, fashion
shows are also exhibitions that present styles and trends in
clothing.
Characteristics Exhibitions in general provide scope for lesser
reach and maximum interaction. Depending on whether the
exhibition is for a single client or multiple clients, the scope of
reach can be modified. The advantages that exhibitions offer to both commercial and noncommercial types - have been
identified as follows:
Create quick awareness and enlightenment about a product

or service
Allow companies to generate an aura of excitement around

the brand by capitalising on media hype

Live demonstrations educate potential buyers in handling,

using and taking care ofthe product.

by listing the names of persons/companies visiting their

stalls in the fair
Trade fairs also provide manufacturing fIrms an opportunity

to interact with their end consumers face to face and

understand their perceptions, priorities, prejudices, and
problems about the product
Marketing experiments aimed at testing a new product

concept, new packaging, or an incentive scheme can be

conducted on the groups of people visiting the fair
Firms can also use this opportunity to test an ad copy.
Exhibitions are also emerging as a mode of distribution for
many direct marketing fIrms.
Exhibition events are one of the most diligently pre-planned
events amongst all categories. Exhibit 5.3 shows an example of
how event organisers for exhibitions and trade shows draw up
an event calendar right into the future!

Charitable Events
Core concept Collection and dispersal of funds for social
welfare and creating awareness for a worthy cause.
Types of charitable events Mass based social welfare events
usually employ concepts from other event categories such as
music concerts, cricket matches etc. for espousing the cause.
These help in not only creating awareness but also aid in fund
raising for research into problems being faced by the mankind
such as AIDS, Cancer, etc. Charity events are necessarily causeoriented and depending on the requirement of the cause, in
terms of reach and interaction desirable, the event category to be
employed is chosen. Institutional goodwill events such as
awards, parades, charity fashion shows, sponsorship of athletic
teams comprised of kids, sponsorship of community events
can all be called charitable events since only goodwill and no
direct commercial benefIt is sought from the event.
Characteristics Usually there are three main players here: the
artist or celebrity, the charitable institution and the event
organiser. The chemistry between these three works as follows:
The charity needs the funds, the artist needs the publicity and
for the event organisers its business as usual.
A new, mutually beneficial relationship between the cause and
sponsor has led to a significant shift in the paradigm of social
marketing. Cause-led marketing efforts are gaining ground
because of their positive rub-off on the firms image and the
free media publicity. It works better than the best advertising.
Marketers are happy with this event category because there is a
possibility of the entertainment tax being waived. There is also
a possibility of getting large discounts in media in terms of
time and space as well as free publicity in the form of reports of
the same. These reports are carried not only in the print media
but also on the numerous programmes on the multitude of
satellite channels. It offers corp orates a role in moulding social
change at the same time yielding impressive results in terms of
promotion. Of course, good intentions are not always so
obvious and tend to attract adverse comments and reactions
from detractors.

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 Societal marketing opportunity

Positive rub-off on the firms image
Free media publicity
Better than the best advertising for goodwill generation
A possibility of the entertainment tax being waived

The following example showcases such an event. The Child Art

Exhibition 2000, was a showcase for the talents of underprivileged children which was organised by the Concern India
Foundation for Children. They focused on children living on
the streets or in slums in squalor dreaming of a better future in
brighter surroundings. Concern India Foundation (CIF)
organises the Child Art Exhibition to encourage and share the
creativity of these special children. The exhibition has been held
since 1996. In the year 2000, over 250 children from 15 NGOs
participated in the exhibition. 140 paintings were offered for
sale-at very affordable prices. Brightly coloured paintings of
flowers, fishes, animals and scenery, a childs dream world,
painted with crayons, oil paints and watercolours.
All proceeds from the sale ofthe paintings were given to the
participating NGOs. As an added element, this year, the
children were also showing their creative talents in music, dance
and drama. These children have an inborn rhythm and their
uninhibited singing and dancing is a joy to watch. Each
participating child was rewarded with a small gift. CIF was
supported in organising this exhibition by Pundole Art Gallery
for free framing of the paintings, Kellogg India Ltd., Godrej
Foods, The Ravalgaon Sugar Farm Ltd., and General Insurance
Corporation of India. Pepsi provided the free drinks, Johnson
& Johnson Ltd. gifted the children their Kids soap,
McDonalds India arranged for the food and The Bombay Store
sponsored the caps for the children.
[CIF is a nonprofit support organisation, which aims to make
underprivileged individuals self-reliant. It gives financial and
nonfinancial support to development-oriented NGOs which
work towards providing education, health facilities and
vocational training to disadvantaged children, women, youth,
the aged and the disabled.]
It was held in Coomaraswamy Hall, Prince of Wales Museum,
Mumbai on 25th and 26th August 2000, between 10:00 am 6:00 pm. The children performed between 11:00 am and 1:30
pm on both days. Other participating NGOs included The
Akanksha Foundation, Aseema, Bandra East Community
Centre (BECC), Committed Communities Development Trust
(CCDT), The Doorstep School, lAP A, Jaag, MIND-The
Research Society for the Care, Treatment and Training of
Children in Need of Special Care, Mobile Creches, NSCC-I
(National Society for Clean Cities - India), Pragatik Vidyarthi
Sangh, Prerana, The Shishukalyan Snehi Swayamsevak Sanstha,
SMILE and Vatsalya.
Another example of a charitable event is the recently conceptualized International Jewel of India race-cum-tour of antique cars.
In January 1999, in front of the mighty Gateway of India in
Mumbai and watched by a huge early morning crowd, the 1st
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Jewel ofIndia was born. From Mumbai to the Coromandel

Coast at Chennai via Royal Rajasthan, the Indian public
followed the Jewel through TV, magazines and newspapers, as
the determined crews toured the wonderful country of India
for 25 splendid hot and dusty days on one of the last great
motoring events of the 20th century. The winners of the 1st
event would be invited to hand over the prizes to the winners
at the next Jewel of India event in 2001. The Jewels greatest
achievement was to raise the funds that enabled an A&E
(Accident and Emergency) ward to be fitted out in the Phende
Hospital at Hunsor near Mysore. The Jewel of India Emergency Ward exists because of the energy of the event organisers,
who drove the Jewel and motivated all around them to fund
this crucial facility for the community hospital. In 2001, the rally
plans to drive through Dharamshala, the home of the Dalai
Lama in exile, and it is hoped that they will again be in a
position to contribute something towards the nation.

Special Business Events

Core concept Being different and getting noticed for direct
commercial gain.
Characteristics Special business events usually provide equal
opportunity for reach and interaction. In fact, since these are
client driven, most special events are usually interaction oriented
as much as reach oriented. The entire event is customised to
accommodate the requirement of the clients.
Product launches With the entry of multinational brands into
India, there has been a sudden spurt in mega-launch activities
using innovative ideas. The advantage from such events is that
the invited audience gets a first hand experience of the product.
Moreover, the accompanying media coverage lends much
credibility to the product. Creating and celebrating an event is a
sort of investment in brand building. In fact, reports say that
after a mega-launch using pop music and dance evening as the
launch event, Smirnoff was selling two and a half times more
than it expected to sell in Mumbai. Mega-launches give a flying
start to a brand, though how long and how much it would
subsequently fly depends on the intrinsic strength of the brand
and not on the launch event alone.
At the same time, the scale and scope of a launch also depends
on the product and its characteristics. An Internet product and
IT hardware company, NeoProducts used the Interact + PC IT
99 Exhibition to launch an exciting new range of products and
peripherals such as the NetKiosk, Flare, a Touchscreen Tablet
Processor and Flatman. This was in tune with the requirement
of its target market. Extremely high interaction is required for a
product launch during an exhibition.

Retail Events
There is also a growing emphasis being placed on special events
by retailers. They all have a common objective-to generate sales.
Special events are expected to attract customer traffic. Thus,
customers can be exposed to the merchandise the store wants
to sell. Because of the growing importance of special events,
some retailers have combined the responsibility for special
events with publicity.

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EVENT MANAGEMENT

Charitable events provide high reach but low interaction

opportunities. The benefits that such event provides to
sponsors are:

EVENT MANAGEMENT

Different types of special retail events are as follows:

Merchandising Events
Merchandising works on the basis of encashing the popularity
of events and the core people and items involved in them. A
visit to a store by a celebrity from the event would be a merchandising event. This is aimed at increasing the customer traffic
at the stores that sells the special items of the event such as Tshirts, teddy bears, dolls, bracelets, caps or any item that
becomes popular because of the event. Such merchandising
events add to the revenue that an event organiser can earn
during and after the actual event.
Demonstrations and Showings
An event which has a low reach and direct interaction, demonstrations are very useful as part of any event campaign for clients
who need to explain the workings and benefits of their
products elaborately. Demonstrations such as those given on
usage of wigs, kitchen peelers, the V slicer etc. are examples of
these. In fact, tele-shopping companies such as TSN have
organised moving vans carrying the innovative items shown on
television so that people can touch and feel them before
purchasing.
Special Sales Inducements
Reach and interaction that a client desires from an event
eventually need to be converted into tangible purchases by the
target audience. Special sales inducement events are right at the
cutting edge of this requirement. Two-for-one sales, one-rupee
sales, contests and competitions such as slogan writing as well
as giveaways such as free samples of merchandise, shopping
bags, reusable packaging etc. fall under this type of special
events. In the not too distant past, a major branded jeans
showroom in downtown Mumbai had offered buyers of
goods above a certain amount an extra jeans for just Rupee One
with resounding success. The offer of Buy two Cielos and get
one Free by Daewoo Motors in mid 1998 is yet another
example of special sales inducement events.
Film and Television based Events
Capitalising on the craze for films, companies are adopting
various methods to use this to their advantage. With the advent
of satellite television and proliferation of channels, the audience
has got so fragmented that sponsoring the screening of a
popular movie is a better alternative for addressing an audience
that is largely drawn from the target segment of the firms
product. By converting the get-together of stars-from the
launch of the shooting of the film (Mahurat) to the promotion
of the film after launch and the celebration of completion of
various landmark days for the film-into noteworthy special
events the sponsoring firm can get good mileage.
Though sponsoring film-based events can be very effective as a
promotional tool, it lends a very poor recall rate for the
sponsors of most events. A survey conducted put the recall rate
for sponsors at 9% for a sponsored premiere of a hit Hindi
film Khalnayak as compared to a high of 43% for the sponsors
of Miss India viz. Femina. This can be attributed to the fact
that while it is possible to prefix the sponsors name and call
the event Femina Miss India, it would not be possible to name
a film so. Characteristics of film based events are maximum

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reach with least interaction. At the same time, events primarily

designed for the television medium such as Colgate Gel Boogie
Woogie and Close Up Antakshari, Bournvita Quiz Contest
leverage on exactly this prime branding opportunity for their
sponsors.
Web-based Events
Just a decade back the concept of using the computer for I
anything beyond just scientific programming was nonexistent.
Today, you have Webinars i.e. web based seminars and WebCasting, i.e. broadcasting on the. web of events and live
transmission of scoreboards of competitive events via the
Internet. CricInfo.com was one of the foremost sites to launch
a live scoreboard for cricket on-line targeting the millions of
Indian Cricket aficionados. These web-based events and
Internet-friendly event information with details are targeted
towards bringing interactivity over the web to the net-savvy
target audience.
America OnLine (AOL.com) is very active in arranging exclusive
live web events ranging from shows featuring Madonna as a
guest, to a live coverage of
the Olympics and the Presidential elections campaign events.
On these live events, AOL subscribers, which are the target
audience here, get to watch questions and answers unfold in real
time, submit questions to the guest, chat with other audience
members, review the schedule of upcoming chats and events as
well as read transcripts of thousands of previous chats and
events.

Reach-interaction Matrix
The above six categories of events can be presented in the reachinteraction matrix according to their characteristics as explained.
The reach-interaction matrix summarises the generic characteristics of each of the categories to enable a birds eyeview on
events. However, each category can be designed in such a way as
to change the degree of reach and interaction.

Amongst the various event categories corporate interests have

been concentrated on competitive events, especially so on
Cricket in India. Such events have a broad-based character and
high media coverage. This implies high reach and the added
excitement through live coverage on various popular channels.
Post-event benefits through highlights aid in the event recall
over and above the normal benefits that an event can offer. The
fact that interaction is given short shrift is an anomaly that
needs to be corrected. Competitive events are closely followed
by events for artistic expression, then by exhibitions, special
business events, cultural, and charitable events in that order for
popularity with event-savvy sponsors.

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The event infrastructure required for each event category can be

summarised as shown in the table 5.2. The underlying fundamental infrastructure of these event categories has been ferreted
out to understand the categorisation of events better.
Though the categorisation of events as a whole shown in table
5.2 may seem to be comprehensive, they are not exclusive in
nature. An event can be a mix of the above categories too. For
instance, having an entertainment programme during or after
(but as part of the package of) a trade fair is almost a common
phenomenon. Classifying such a stage show separately, as an
event here would not be right since the reason for such a show
to happen was the trade fair. But from the event organisers
point of view this is a mixed and matched version of two
different categories of events that require different levels of skill
and management input.
Similarly, since awards are a feature of most categories and
specifically with respect to sports, music and film events, as well
as pretty lucrative for the event organisers, these should be
categorised along with its parent category. Thus, the Coopers &
Lybrands and Ceat Cricketer of the year awards would obviously be put under sports as part of the competitive events
category though the presentation ceremonies are stage shows.
The underlying factor for the core concept could be business or
entertainment. Business need not be only monetary, political
business is also a business. Similarly, entertainment or sensory
thrills encompass a wide definition that includes display of
paintings as a form of entertainment for a connoisseur or an
aficionado of the arts. Competitive events also are a form of
entertainment for the target audience, so is artistic expression.
Therefore, event categories get mixed and matched to achieve
the perfect blend of reach and interaction as well as business
and entertainment giving rise to event variations.
Thus, each of the categories of events can be customised or
combined to suit any of the marketing requirements of the
corporate sponsor. Combined with the possibilities in the
networking plans and barter deals et aI, the situation that arises
is one of having to decide amongst an unwieldy number of
permutations and combinations that are technically feasible but
difficult to execute in reality.

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In fact, according to the leading American advertising journal

Advertising Age, corporate spending on events in America has
grown at an average of 17 per cent per annum since the late
1980s. Sports related events top the list by cornering about 45
per cent of the total event spending; music and art events
represent a combined 35 per cent billing. Rest of the eventspend is shared by the other event categories. Similarly, in
Canada, almost 60 per cent of the Canadian corporate spending
on events is on sporting events. The total event spend in the
United Kingdom is put at 12 million pound. In the Indian
context, industry watchers expect growth rates of 50 to 100 per
cent in the next five years and an event spend in the region of
Rs 500 crores, thus making this industry a very attractive
business.

Event Variations
Several variations of these event categories can be created by
changing the event design. These changes can be made to
accommodate various factors such as time, risk, budget,
location, value, concept, artiste and the client. Further classification becomes necessary since the core concept can be augmented
by innumerable variations. Sub-classifications under each ofthe
variations are also very important by themselves since each of
these has the potential to completely change the look of the
entire event. For instance, if an event is pre-planned, there is
enough time to create big budget, greater value added events
with established artists and stars. Similarly, if the budget is a
constraint then multi location, high creative content events get
ruled out.
Some of the different bases for event variations are as follows:
Time frame Based
On the basis of the time period involved in planning and
executing an event, one, can classify events into pre-planned and
ad-hoc events.
Pre-planned Events
These are events that occur or are made to occur on a regular
basis and on fixed dates. These are definite every year and more
or less event company driven. These events lend an opportunity
to create and maintain an appropriate property of the event as
the main takeaway from the event for the event management
company. A property can be defined as that characteristic of the
event that can be said to belong to interested parties and which
cannot be easily copied. For example, the Femina Miss India
contest is a property that belongs to Femina - a womens
magazine. The contestants change every year and winners come
and go, but the contest keeps going on.
Similarly, with Bang!inux 2001 which is planned to be held every
year, the organisers are inviting the audience to their website to
take the time to look around the site and see what they missed
in the current edition. Thus, leveraging on the Internet,
Bang!inux 2001 organisers have ensured a thorough post-event
follow up by posting the slides from all the sessions from the
Bang!unx 2000 show to browse or download, photos of the
events and places around and about. They then make a very
confident appeal to their target audience to watch their site for

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details of Bang!inux 2001. This is possible only when the event

is pre. planned.
Ad-hoc Events
These events can be described as events that come in-between
fixed events. These are irregular and need to be conceptualised
and executed at short notice. These are mostly client-driven since
they may not be having the expertise and infrastructure to
arrange for the same at short notice. An event management
company adds value to the ad-hoc event by making use of its
established sourcing and networking abilities.
Risk rated Events
As will be seen in greater detail in the pricing section ofthe
Chapter on Marketing Events, depending on the business and
marketing strategy of the event agency the following aspects of
events get decided:
Sponsored events These events carry the least risk from the
event organisers point of view. Such events are usually meant
for specifically invited audience of a sole sponsor. These tend to
revolve around a definite objective involving greater interaction
with the audience. Dealer meets and conferences are the usual
events. These events are fully paid for by the sponsor or the
client and the event organisers profits come in the form of a
margin or commission on
the production costs for the event. Film related events such as
the launch of a big budget film or celebration of landmark
achievements by the film after release usually require event
agencies to do the groundwork for them as in execution of the
events. Such shows are usually client driven or initiated and
involve the event organisers in the production of the event
only.
Partially sponsored events There can also be other events that
are so popular that multiple sponsorship covers all or part of
the production expenses of the event, and ticket collections
generate the moolah or revenue for the event organiser. Music
concerts and sports events such as cricket one-day internationals,
etc. are generally of this nature. These events fall under the
medium risk category.
Ticketed events Fully ticketed shows are events that carry
maximum risk. These are generally event organiser driven and
are presented as products to the general public. A particular
noticeable fact is that events such as these which begin as fully
ticketed shows end up attracting sponsors who start identifying
with the audience at these events and get an idea as to how they
can help in achieving their brand or other objectives.
Budget-based events There can be big budget or small budget
events. These vary relative to the strategic intentions of the
stakeholders involved in the event. The amount of interaction
and the target reach have the most impact on the budget of any
event. The desired quality of the event also has a direct effect on
the budget. Number and profile of audience also affects the
budget of an event.
Big budget events The larger the interaction and reach that is
desired, the bigger the budget. Events that aim at having larger
reach usually require big budgets since the expenditure involved
in publicity is enormous. If the profile of the target audience
involves the rich and famous, the budget automatically becomes
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a mega-budget as the quality of the event required improves

drastically. If a large audience needs to be interacted with then,
also the cost increases since personalised attention needs to be
provided at such occasions. Most big budget events in India are
valued at around Rs. 50 lakhs. This may be for music and stage
shows with artists coming from outside or even a sports event.
Another example that can be cited falls in the exhibitions and
trade fairs category. These can be of varying budgets. An
exhibition of the size and scale of the Industrial Machine Tools
Exhibition (IMTEX 98) held every year and which provides the
maximum possible reach and interaction between industrial
buyers and sellers through direct contact as well as forums and
seminars is a big budget exhibition. This exhibition has
participants flying in from abroad also.
Small budget events Events that involve more of interaction
with a limited number of audience are usually small budget
events. Small budgets need not necessarny mean lower quality
of the event. Usually in-house events and theme parties involve
small budgets and have the best quality. Such events have
restricted entries or are purely on an invitation basis and do not
involve extensive publicity. The small budget usually lies
anywhere below Rs. 2lakhs in India. In stark contrast to the
IMTEX, any local book exhibitioncum-sale is a classic example
of a small budget exhibition.
Location-based events Events meant for a particular target
audience that has a predominantly similar profile for a given
location undergo variations based on location essentially due to
the demographic changes that occur from place to place.
Answering questions such as whether the event is a domestic or
international event, whether it is to be carried out in a rural or
city setting and whether it is to be executed in a single location
or in various locations and simultaneously or not, is very
important. This is so because the entire nature and workings for
an event can change dramatically. For instance, if the concept has
to be changed from a domestic event to an international event
the change in the target audience profile will force modifications
that will have to be incorporated in the original concept. An
example that can be cited again is that of the launch of a India
oriented magazine - Verve, in the UK. The ethnic Indian
setting, food and beverages would have looked out of place in
India and not received such rave reviews since these are quite
normal for Indians in India. For Indians settled abroad,
wearing Indian clothes itself become a fascinating experience
given the scarcity of opportunity to show their Indianness.
Similarly, an event predominantly meant for the urban setting
would need to be tailored to a rural ambience, which implies
drastic changes due to the change in the target audience profile.
International! Overseas events There is a major cultural shift
from country to country and the sensitivities involved also
differ widely. Events that are to be held overseas need to be
researched much more and presented in a manner that will be
understood and appreciated by the foreign audience. The travel
restrictions and other constraints forced on foreigners have also
to be considered. Transportation and other expenses are also
massive for overseas events.

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Rural events The lack of reach through television is one major

difference while organising a rural event. The need to use a local
language and the higher levels of illiteracy also force constraints
on the event. Difficulty in locating resources required may imply
having to expend on transportation of infrastructure and other
equipment over long distances.
City-based events Unlike their rural counterparts, the audiences
in metropolitan cities are easily reachable. A common language
usually threads the cosmopolitan nature of the audience.
Infrastructure and equipment are easily available and are usually
of reliable quality.
Multi-location Special demands have to be satisfied to conduct
events at several locations simultaneously. The need for perfect
communication and coordination between the separate
locations cannot be overstressed. Special events such as product
launches usually require multi-location events. The
14 cities simultaneous launch of Zee TVs Siti Cable channel in
January 1995 for example involved a road show and stage
events across the country on the same day. Cities covered were
Delhi, Mumbai, Bangalore, Calcutta, Chennai, Hyderabad,
Ahmedabad, Jaipur, Ludhiana, Karnal, Panipat, Hansi, Hissar
and Nagpur.
Value based The very profession of event organising derives its
origin from the value addition that they can provide to their
clients. Greater the value addition demanded, the more
sophisticated the event agency needs to be. Event organisers can
range from contractors doing the setting up of the stage to
professional event agencies. Value addition can be understood
tangibly in terms ofthe requirement ofthe client. It is important
to understand whether the event organiser is only going to
execute the event or is the involvement -, right from the concept
to carryout stage.
Low value addition from event organisers When the event
organiser is only involved with carrying-out of the event, i.e.
event production only or any other single stage of the five Cs, it
can be said that there is very low value addition from the event
organisers.
High value addition from event organisers Value addition is
deemed to be high when the event organisers provide all
services right from conceptualisation to carrying-out of the
event.
Concept Based
The conceptualisation process as shown earlier is a churning
process in which constraints forced by the demands of costing,
canvassing, customising and the feasibility of carrying-out are
accommodated to fit the clients needs.
High creative content Usually high creative contents are a
function of other factors such as big budgets, city location, etc.
The bigger and grandeur the budget and plans, the greater the
creative that can be incorporated for the event. Usually high
creative content events also need to have enough time for
planning and organising the event.

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Low creative content Most events with low creative contents

usually have standard settings which need not be disturbed.
Typical examples would be events such as conferences, annual
general meetings, etc.
Artist Based
An artist in the context used here distinguishes between new
and established stars. New stars tend to be especially low on
their popularity and fan following, hence are available for lower
appearance money than other super stars. Whether the artist or
star performer fits into the concept and is the artist available
again depends on the time frame involved in planning of any
event.
New, inexperienced artists New artists are as important to the
events industry as to any other. It is a common phenomenon
to see fresh talent performing as warmers before the established
star takes center-stage during music concerts.
EstabHshed star performers These stars demand a premium
and are experts in their areas of performances. Using an
established star for an event invariably makes it a mega-budget
contract with the event organiser. Most of the time such a
relationship does not act as a one-off event. To enable recovery
of the large sums involved the contracts usually cover a few
cities and towns.
Client Industry Based
The concepts and all other elements of an event will also
depend on the type of industry that the client competes in. The
nature of an event changes depending on whether the client is a
manufacturer or a channel partner.
Consumer goods FMCG goods tend to be sponsor events with
a mass base so as to create more brand awareness and also
usually tie it up with a sales promotion campaign to increase
customer traffic in their retail stores. Such events seek greater
reach than interaction.
Industrial manufacturers Most industrial houses usually push
their corporate brands and seek events with greater scope for
serious discussions and interaction.
Social Organisation
NGOs are usually supported by a trust and donation to these
trusts is encouraged by the scope for exemption from entertainment taxes. Celebrity endorsements are the order of the day at
such events.
Clubs
Given the already homogenous nature of the audience which is
also in a way limited in number it is easier to create events for
clubs. Parties, games and cultural shows are frequent events at
clubs.
Personal/Family events Weddings, birthdays, anniversaries, etc.
all qualify as personal or family events. These can range from a
private affair for a couple to a big bash at the Cricket Club of
Indias Brabourne Stadium. These events are purely dictated by
financial constraints.
Political
Rallies, elections and all related activities are political in nature.
Giant cutouts of political leaders seem to be the only creative
inputs provided in such events. The major part of political

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EVENT MANAGEMENT

Domestic events All the events organised within the boundaries

ofthe country are termed as domestic events. These can be
further broken down into either rural or city events.

EVENT MANAGEMENT

events seems to be the logistics due to the number and type of

following.
Educational
Presentations, award functions, sports and cultural festivals are
some examples of events that occur in schools and colleges.
These are almost standard throughout the country.
Film and Television Industry
Every film or TV program that is launched is a product of the
entertainment industry and the muhurat or the launch ceremony is a major event in this industry. So also the various
parties on achievement of milestones and the award ceremonies. Such events extensively use event concepts based on the
artistic expressions category of events.

Developments to Watch
Pyrotechnics
An episode of Next Step on the Discovery channel carried a
question What was the use offireworks and how did it begin?
There were three choices for the answer. Fireworks were used as
Signals
Weapons
Entertainment

The surprising part was that the Chinese started the use of
fireworks for sending and receiving signals along the Great Wall
of China. The use of pyrotechnics was also made on festive
occasions in India, especially during Diwali, a major Indian
festival. In its recent form of usage, fireworks are a way of
expressing joy and celebrations and as special effects forvarious
events.
Developments in this area have reached such levels that one can
control t}1e exact second at which the firework explodes.
Conventional fireworks have been replaced by electrical impulse
ignition mechanism for lighting. Conventional fireworks were
constrained by the need to physically light the tip of the gadget.
This also led to the limitation on the nearness of the containers
and irregularities in lighting the gadgets on time. Special effects
that could never have been done before can become regular
features of pyrotechnics with further advancements in this area.
In fact, electrical ignition also allows computerisation of the
ignition controls. This implies that electrical sparking can be
controlled to the precise second. And since there are no people
involved, a complex show of multi-coloured shooting stars can
be choreographed to music and simulated on the computer for
precision checks before the event happens. Yet another feature
of this development is that since electrical sparks are generated
the mild ammunition powder can be covered in waterproof
containers and exploded even during rain unlike conventional
fireworks.
Hoardings
Two developments are envisaged in the early part of the twenty
first century in the area of hoardings. These are rapid improvements and reduction in costs for three-dimensional hoardings
and electronic digital billboards.

3D Three-dimensional holograms on hoardings lending an

awe-inspiring spectacle are a sure way of attracting attention of
the traveller.
Digital Giant digital video screens become more economically
viable, will be very easy to program. Display of visually stimulating promotions just like on television would then be
enabled, though audio capacity may be restricted due to obvious
reasons.
E-commerce & Web casting
We have discussed earlier about e-commerce and how it is being
incorporated within the media planning for events. Web casting
is the next new media to be watched. The uses of computers
and the Internet have permeated even the most impregnable of
businesses. Advances in multimedia, as in the power of
computers, will definitely have an effect on the way events are
organised. Simulation and visualisation techniques will help in
designing event concepts. The muscle added at the
conceptualisation stage would allow event organisers to evaluate
concepts and offer unbelievable variations to their clients and
get the costing and suppliers for the same immediately.
Staging Techniques
Lighter and modular material will enable larger and stronger
stages to be built in lesser time. Transportation time and costs
will reduce. Linkage mechanisms are a major area of development, which will affect the future of staging techniques. The
classic staging techniques involved skilled carpenters building
the stage on site as per the design from wood. The modern
staging technique will involve the use of newer artificial material
and will do away with the conventional joining methods using
nails and ropes etc. by using modular designs.
Developments in the production material and techniques shall
reduce overall execution costs and improve the quality of service
provided by the event organiser.
Wireless Technologies
Another massive shift in the way events are organised and
reduction in the time it takes to produce one will happen when
the wireless technologies start becoming available for the
various production functions in events where currently miles of
cables have to be laid out. This will also add a positive dimension to the concept of safety since hazards that can occur due to
fire, water, etc. on the wires will be minimised. Certain location
constraints also will be overcome and greater flexibility will be
available for the event conceptualisers.

Activities to Do
Redesign the Concept of Gyrations 2000 for a similar event.
The client interaction revealed the following information:
Event: Holi
Event Category: Festival
Core concept: Celebration of spring break with colour
Event type: Pre-planned; zero risk fully sponsored by single
corporate client
for club members; low budget Rs. 2,00,000
Target audience: Yuppies i.e. newly married couples without
kids

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Number of invitees: 250 couples i.e. 500 individuals

Objectives of client: Club members must understand that the
club is doing everything it can to entertain its members by
ensuring progressive new and exotic but safe experiences with
quality to ensure customer loyalty and growth in new membership through word-of-mouth publicity of the clubs top grade
services and events.
Venue: Parking lot of a famous amusement park.
Networking: Tie up with an afternoon newspaper and with a
music channel on the satellite network for the reach benefit for
members as well as nonmembers. Personalised invitations sent
out to the club members ensure that members are aware and
respond to the invitation. Both the press and TV sponsors are
barter deals. Over and above these, the client also owns 6
hoarding sites across the city of Mumbai, which are also to be
used for publicity.

Notes

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