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THE ROLE OF COMMUNICATION

IN
FASHION EVENTS
COMMUNICATION

 It is a process of exchanging
 Information
 Ideas
 Thoughts
 Feelings
 Emotions
Through
 Speech
 Signals
 Writing
 Behavior
 Communication can broadly be defined as exchange of ideas, messages and information
between two or more persons, through a medium, in a manner that the sender and the
receiver understand the message in the common sense, that is, they develop common
understanding of the message.
 The word communication is derived from the Latin word ‘communicare’, which means to
share, impart, participate, exchange, transmit or to make common.
 It emphasises on sharing common information, ideas and messages. It is not merely
issuing orders and instructions.
 “Communication is the transfer of information from a sender to a receiver, with the
information being understood by the receiver”. — Koontz and Weihrich
 “Communication is the art of developing and attaining understanding between people. It
is the process of exchanging information and feelings between two or more people and it
is essential to effective management.” — Terry and Franklin
FASHION EVENTS COMMUNICATION

 Fashion communication in broader aspect is every mode of communication that acts as


bridge between the fashion world and common people.
 Fashion Communication is one of the newest and upcoming fields in the fashion industry.
 Today, the fastest growing field is fashion and many Indian brands are competing with
international brands.
 This has opened up tremendous possibilities for a designer of fashion communication,
who will work on design strategies, brands, portfolios etc.
 He / she will also work on areas such as visual merchandising, styling, graphic design,
display and exhibit design, advertising, public relations, and creative writing.
 A designer decides to make a collection for upcoming year, he/she hires
a fashion stylist to do the research and come up with the upcoming trends and fashion
forecast related to fabrics, colors, cuts, designs.
 After his collection is done, he needs a fashion photographer to shoot the garment.
A graphic designer to make a look book. A fashion journalist comes in role by writing
about his design for the magazine or newspaper. Merchandiser and fashion stylist gets to
connect the designer with the celebrities stylist for the promotion of the garments
designed in the popular shows on TV, internet etc.
 This is just one direction, ecommerce companies, apps, magazines, newspapers etc hires a
fashion communication student as well.
NATURE OF COMMUNICATION

 Two-way process:
Communication is a two-way process of understanding between two or more persons –
sender and receiver. A person cannot communicate with himself.
 Continuous process:
Exchange of ideas and opinion amongst people is an ongoing process in business and non-
business organisations. Continuous interaction promotes understanding and exchange of
information relevant for decision-making.
 Dynamic process:
Communication between sender and receiver takes different forms and medium depending
upon their moods and behaviour. It is, thus, a dynamic process that keeps changing in
different situations.
 Pervasive:
Communication is a pervasive activity. It takes place at all levels (top, middle, low) in all
functional areas (production, finance, personnel, sales) of a business organisation.
 Two people:
A minimum of two persons — sender and receiver — must be present for communication to
take place. It may be between superiors, subordinates and peer group, intra or inter se.
6. Exchange:
Communication involves exchange of ideas and opinions. People interact and develop
understanding for each other.
 Means of unifying organisational activities:
Communication unifies internal organisational environment with its external environment. It
also integrates the human and physical resources and converts them into organisational
output.
 Verbal and non-verbal:
Though words are active carriers of information, gestures can sometimes be more powerful
than words. Facial expressions, sounds, signs and symbols are the non-verbal forms of
communication.
 Mutual understanding:
Communication is effective when sender and receiver develop mutual understanding of the
subject. Messages conveyed should be understood by the receiver in the desired sense.
 Goal-oriented:
Communication is goal-oriented. Unless the receiver and sender know the purpose they
intend to achieve through communication, it has little practical utility.
 Foundation of management:
Though communication is a directing function, it is important for other managerial functions
also. Designing plans and organisation structures, motivating people to accomplish goals and
controlling organisational activities; all require communication amongst managers at various
levels.
IMPORTANCE OF COMMUNICATION
 Basis for planning
 Motivation to work
 Coordination
 Job satisfaction
 Adaptability to external environment
 Healthy industrial relations
 Helps in performing managerial roles
 Facilitates leadership
 Training and development
 Internal functioning of an enterprise
 http://www.businessmanagementideas.com/notes/management-notes/communication-
management-notes/notes-on-communication-meaning-nature-and-importance/5183
CHARACTERISTICS OF FASHION COMMUNICATION

By levels, objectives and tools


 Communication depends a lot on the brands positioning and on the different objectives
the company may have.
 There are different levels of communication:
 the Product: in fashion and luxury it is seasonal collections
 the Brand: that is the personality, the essence that goes beyond the single collection and
makes the company recognizable and identifiable
 the Company: the corporate level
 Companies may have different objectives they want to pursue through communication.
They have to create:
 Brand Awareness, to be well known among consumers. Consumers have to associate the
brands name with the product they are selling. To be known alone is necessary but not
sufficient.
 Brand Image, companies have to build relevance. They have to speak to those that are
able to understand and willing to share the lifestyle they propose. They have to
communicate to trendsetters and to the pool of aspirational customers that can
understand the company’s value proposition.
 Reputation, its mainly about communication at a corporate level with all the stakeholders
(employees, clients, suppliers, investors, banks, local community, etc…) to inform their
corporate strategies, about the numbers and what they do for profit; but as well for the
planet and people. It becomes more and more important as a Corporate Social
Responsibility.
Brand Awareness, we should review channels of Sell-in (wholesale) and Sell-out (retail). Brand Awareness is
provided set of activities and Tools in fashion:
 Advertising
 Editorials
 Catalogues
 Pop material
 Fashion show & events
 Videos about seasonal products
 Websites and social media apps
Brand Image is about developing Image Identity by another tools:
 Logo
 Heritage
 Celebrity Marketing
 Designer/Entrepreneur Spokesperson
 Videos about craftsmanship, heritage, iconic products
 Websites and social media apps
Reputation of the brand gets created according to such important tools like:
 Internal Communication
 Investor relations
 Charity and Foundations
 Exhibitions
 Eco-friendly and environment-friendly positioning
 Websites and social media apps
TYPES OF COMMUNICATION

The different categories of communication include:


 SPOKEN OR VERBAL COMMUNICATION:
which includes face-to-face, telephone, radio or television and other media.
 NON-VERBAL COMMUNICATION:
covering body language, gestures, how we dress or act, where we stand, and even our scent. There are many
subtle ways that we communicate (perhaps even unintentionally) with others. For example, the tone of voice can
give clues to mood or emotional state, whilst hand signals or gestures can add to a spoken message.
 WRITTEN COMMUNICATION:
which includes letters, e-mails, social media, books, magazines, the Internet and other media. Until recent times,
a relatively small number of writers and publishers were very powerful when it came to communicating the
written word. Today, we can all write and publish our ideas online, which has led to an explosion of information
and communication possibilities.
 VISUALIZATIONS:
graphs and charts, maps, logos and other visualizations can all communicate messages.
TYPES OF VERBAL COMMUNICATION

The two major forms of verbal communication include


WRITTEN AND ORAL COMMUNICATION.
 WRITTEN COMMUNICATION
includes traditional pen and paper letters and documents, typed electronic documents, e-mails, text
chats, SMS and anything else conveyed through written symbols such as language.
This type of communication is indispensable for formal business communications and issuing legal
instructions.
The effectiveness of written communication depends on the writing style, grammar, vocabulary, and
clarity.
 ORAL COMMUNICATION
The other form of verbal communication is the spoken word, either face-to-face or through phone,
voice chat, video conferencing or any other medium. Various forms of informal communications such
as the grapevine or informal rumor mill, and formal communications such as lectures, conferences are
forms of oral communication.
Verbal communication makes the process of conveying thoughts easier and faster, and it remains the
most successful form of communication.
TYPES OF NON-VERBAL COMMUNICATION

 PHYSICAL NONVERBAL COMMUNICATION OR BODY LANGUAGE


includes facial expressions, eye contact, body posture, gestures such as a wave, pointed finger and
the like, overall body movements, tone of voice, touch, and others.
Facial expressions are the most common among all nonverbal communication.
For instance, a smile or a frown conveys distinct emotions hard to express through verbal
communication.
Research estimates that body language, including facial expressions, account for 55 percent of all
communication.
 PARALANGUAGE
The way something is said, rather than what is actually said, is an important component of
nonverbal communication.
This includes voice quality, intonation, pitch, stress, emotion, tone, and style of speaking, and
communicates approval, interest or the lack of it.
Research estimates that tone of the voice accounts for 38 percent of all communications.
 AESTHETIC COMMUNICATION OR CREATIVE EXPRESSIONS
such as dancing, painting, and the like.
 APPEARANCE
the style of dressing and grooming, which communicates one’s personality.
 SPACE LANGUAGE
such as paintings and landscapes communicate social status and taste.
 SYMBOLS
such as religious, status or ego-building symbols.
ESSENTIAL SKILLS FOR EFFECTIVE COMMUNICATION

 Listening
 Non Verbal Communication(Dress Code/Body Language)
 Be clear and Be concise
 Be Personable
 Be Confident
 Empathy
 Always have an open mind
 Convey respect
 Give and Receive Feedback
 Consider the best medium for the job
https://skillsology.com/wc/top-10-essential-skills-for-effective-communication/
USE OF PLANNING TOOLS

 If you're an event or conference organizer, perhaps you are good at juggling multiple tasks
under time pressure. You want to make sure everything is in place, which is not a simple
process when doing it manually yourself.
 Especially for corporate events and business/academic conferences, there are some extra
things you have to care about, such as attendees' satisfaction and event's ROI.
 With that in mind, an event management software becomes an event planner's best
friend.
 There are many conference management tools that can save you time and keep things
organized.
 Just keep in mind that it's not one size fits all, and each event planning software has its
own purpose.
 Before truly committing, it is recommended that you explore and compare a variety of
popular conference management software to find the best one that meets your needs.
HOW TO CHOOSE THE BEST EVENT MANAGEMENT
SOFTWARE

Before you dive into event organizers’ favorite event management software, check this guide
for better comparison:
 Be clear about what you need: ticketing system? Web or mobile brochure? Or also for
attendee engagement?
 Understand different strengths of event management software. Are they more like all-in-
one solutions or specialized for a particular task?
 Check if they are mobile-friendly
 Read reviews in app stores or user communities
 Ask for a demo and check how easily you can adopt
 Check if they are good fit for your event’s type and needs: e.g. conference management,
lead retrieval for expo.
FAMOUS EVENT MANAGEMENT SOFTWARE

 EVENTBRITE
It is a popular ticketing solution for all kinds of events ranging from small meetups to large
concerts.
The system is customizable and allows people to register from their phones.
You can use it to send email confirmations and reminders.
They charge an extra 2.5% of the ticket price plus $1.99 per ticket and you can pass this fee
onto the ticket buyers.
While Eventbrite is well known, some organizers think the fee is a bit high.
Summary:
Popular for smaller events or entertainment events.
A bit pricey compared to other registration tools or all-in-one event planning software.
 WHOVA ALL-IN-ONE EVENT MANAGEMENT SOFTWARE
There are so many event planning software but most are specialized for one function. It is time
consuming and pricey to juggle multiple pieces of software.
Whova all-in-one event management software enables you to seamlessly manage your event from
beginning to end within one system.
It provides flexibility to opt in/out certain functionalities according to your needs(e.g. logistic
management tools, conference management software, attendee and exhibitor engagement
solutions).
Take a look at how it would help on registration, attendee engagement through the Whova event
app, event website creation and agenda management , attendee check-in via the event check in
app, name badge generation, and more.
Summary:
An affordable, mobile-friendly, all-in-one event management platform.
Whova won multiple awards including the People's Choice Award in the Event Technology
Awards ('Oscars' of event technology).
The Whova event app and Whova registration are popular in US/Canada, Europe, Australia, Asia,
etc.
The Whova app is the 1st event app pioneering attendee networking and engagement functionality.
It has the highest ratings in app stores among all event apps.
Whova offers customers many time-saving event management tools for free.
 CVENT
Cvent has been in the event market for many years and it provides software and services for
event management such as venue sourcing, housing, traveling, online registration, etc.
Their venue search option is useful, but it is limited to hotels. It’s a good option for high-end
events where the cost is less of a concern.
Users like Cvent’s comprehensive functionality but the complexity is a common complaint.
Summary:
It is more suitable for high-end, large events due to its price.
Similar to other traditional brand, its strength may not be in offering modern mobile
technology.
 Trello
It is a project management software.
If you’re into the “to-do” “doing” and “done” task management approach, you’ll love Trello.
It has a strong visual interface, simple usability, and collaboration features.
While communication within Trello is strong, it’s not very powerful when it comes to allowing
users the ability to take a step back and get a big picture of the entire event management.
There is no master calendar view for a bird’s eye picture, only a task-by-task view.
Summary:
A good tool to track progress of each task. While it can be used as an event planning software,
it is a bit hard to see the entire project status for event or conference management.
 Social tables
Social Tables simplifies seating charts management, room layout design, guest check-in, and
event attendance tracking.
It’s near perfect for the detailed-oriented event planners especially for small/mid-size social
events like weddings.
You can also collaborate with caterers, venue providers, and fellow organizers through the
system.
For business conferences, if you look for a check-in tool rather than a seating charts
management tool, first check whether your online registration system or conference
management software has a check-in feature in it.
Summary:
Event planning software especially for seating chart creation and guest check-in for social
events like weddings.
 DOUBLEDUTCH
DoubleDutch is one of the well-known event management software especially for high-end,
large events such as enterprise events and tradeshows.
With their development team, you can build your own app with complex custom features as
well as back-end integration.
Its data analytics and CRM integration especially help expo organizers and exhibitors
understand their ROI.
However, if you are under tight budget constraints and don’t have to develop special features
only for your events, it might be wise to compare the cost and benefits with other event apps.
Summary:
Good for high-end trade-shows that need customized feature development and back-end
CRM integration. Attendee engagement and networking features are not their strength.
Expensive choice.
 EVERWALL
There are many platforms that help you collect and display tweets about your event on a big
screen in real time.
One of the first social media walls, Everwall (formerly Tweetwall) gets posts on displays
quickly and also provide extensive moderation, customization, and advertising options.
If you already use Hootsuite to manage social media, it would make more sense to use
Hootfeed.
If you use the Whova event app, check out Whova's Social Wall, which automatically pulls out
activities from the event app and displays them on a big screen, including not only Tweets but
session reminders, photos taken by attendees, sponsors, live polls, and more.
It's free if you use Whova event management software.
Summary:
Social media wall that displays live tweets on a big screen.
Also check out advanced ones that can automatically pull a live feed from your event
management app.
 WORDPRESS THEME
WordPress is a popular content management system used by over 80 million websites and
fully customizable thanks to many themes and plugins.
You can find WordPress themes for conference and event management and build your own
event websites.
However, you may experience a steep learning curve if you are not familiar with WordPress.
Most of all, you have to manually update event contents such as conference agenda and
speaker information over and over, which is tedious and error-prone.
Summary:
A general website builder. It's not an event planning software but there are a few built-in
themes for event websites.
Content management part is not specifically tailored for conferences, requiring you to
manually update event information repeatedly.
Check complementary solutions like the Agenda Center and Speaker Center.
With recent event tech, you can create an event website in tens of minutes and let it auto-
updated.
HOW TO BUILD SUCCESSFUL ADVANCE
PRESENTATIONS
 PLANNING YOUR PRESENTATION
A labyrinth Preparing a presentation can be an overwhelming experience if you allow it to be one. The strategies
and steps below are provided to help you break down what you might view as a large job into smaller, more
manageable tasks.
STEP 1: ANALYZE YOUR AUDIENCE
The first step in preparing a presentation is to learn more about the audience to whom you'll be speaking. It's a
good idea to obtain some information on the backgrounds, values, and interests of your audience so that you
understand what the audience members might expect from your presentation.
STEP 2: SELECT A TOPIC
Next, if possible select a topic that is of interest to the audience and to you. It will be much easier to deliver a
presentation that the audience finds relevant, and more enjoyable to research a topic that is of interest to you.
STEP 3: DEFINE THE OBJECTIVE OF THE PRESENTATION
Once you have selected a topic, write the objective of the presentation in a single concise statement. The objective
needs to specify exactly what you want your audience to learn from your presentation. Base the objective and the
level of the content on the amount of time you have for the presentation and the background knowledge of the
audience. Use this statement to help keep you focused as you research and develop the presentation.
 PREPARING THE CONTENT OF YOUR PRESENTATION
STEP 4: PREPARE THE BODY OF THE PRESENTATION
After defining the objective of your presentation, determine how much information you can
present in the amount of time allowed. Also, use your knowledge about the audience to prepare a
presentation with the right level of detail. You don't want to plan a presentation that is too basic or
too advanced.
The body of the presentation is where you present your ideas. To present your ideas convincingly,
you will need to illustrate and support them. Strategies to help you do this include the following:
 Present data and facts
 Read quotes from experts
 Relate personal experiences
 Provide vivid descriptions
And remember, as you plan the body of your presentation it's important to provide variety.
Listeners may quickly become bored by lots of facts or they may tire of hearing story after story.
STEP 5: PREPARE THE INTRODUCTION AND CONCLUSION
Once you've prepared the body of the presentation, decide how you will begin and end the talk. Make sure the
introduction captures the attention of your audience and the conclusion summarizes and reiterates your
important points. In other words, "Tell them what you're going to tell them. Tell them. Then, tell them what you
told them."
During the opening of your presentation, it's important to attract the audience's attention and build their
interest. If you don't, listeners will turn their attention elsewhere and you'll have a difficult time getting it back.
Strategies that you can use include the following:
 Make the introduction relevant to the listeners' goals, values, and needs
 Ask questions to stimulate thinking
 Share a personal experience
 Begin with a joke or humorous story
 Project a cartoon or colorful visual
 Make a stimulating or inspirational statement
 Give a unique demonstration
During the opening you want to clearly present your topic and the purpose of your presentation. Clearly
articulating the topic and purpose will help the listeners focus on and easily follow your main ideas.
During the conclusion of your presentation, reinforce the main ideas you communicated. Remember that
listeners won't remember your entire presentation, only the main ideas. By reinforcing and reviewing the main
ideas, you help the audience remember them.
 Practicing and Delivering
STEP 6: PRACTICE DELIVERING THE PRESENTATION
Most people spend hours preparing a presentation but very little time practicing it. When you
practice your presentation, you can reduce the number of times you utter words and phrases like,
"um," "well," and "you know." These habits can easily diminish a speaker's credibility. You can also
fine-tune your content to be sure you make your most important points in the time alloted.
In addition to planning the content of your presentation, you need to give advanced thought to
how you want to deliver it. Do you want to commit your presentation to memory, use cards to
guide you, or read from a script? Or, you might want to use a combination of methods. To help you
decide, read the advantages and disadvantages of the four delivery methods described below.
SPEAKING FROM MEMORY
A distinct advantage of speaking from memory is your ability to speak to the audience without
relying on notes or a script.
This allows you the flexibility to move away from the podium and to maintain eye contact with the
audience.
However, speaking from memory has disadvantages, too. Presentations from memory often sound
rehearsed and the possibility exists that you'll forget an important point, present information that's
inaccurate, or completely lose your train of thought.
If you decide to deliver your presentation from memory, have notes handy to jog your memory just
in case!
SPEAKING FROM NOTES
Many people like to speak from notes.
Typically these notes are either on cards or paper in outline form and contain key ideas and information.
If you are using an electronic presentation tool, you may be able to include your notes in the presentation itself.
The benefit of delivering a presentation from notes is that you sound natural rather than rehearsed and you can still
maintain relatively good eye contact with the audience.
The down side is that you might not express your key ideas and thoughts as well as you may have liked had you planned
your exact words in advance.
SPEAKING FROM TEXT
Speaking from text involves writing your speech out, word for word, then basically reading from the text. As with
speaking from memory, an advantage of this method is that you plan, in advance, exactly what you're going to say and
how you're going to say it. A disadvantage is that you might appear to the audience to be stiff or rehearsed. You will
need to make frequent eye contact and speak with expression to maintain the audience's interest.

USING A COMBINATION OF METHODS


You may find the best method to be a combination of all three. For instance, experts suggest you memorize the first and
last ten minutes of your talk so that you can speak flawlessly and without notes.
Notes may be suitable for segments of your presentation that you know very well, for example, relating a personal story.
Finally, speaking from a text might be appropriate when you have quotes or other important points that you want to
make sure you communicate accurately and completely.
You can make a smooth segue to written text by saying something like: "I want to read this quote to you verbatim, to
ensure that I don't distort the original intent."
FOUR WAYS TO MAXIMIZE EVENTS FOR
BUSINESS DEVELOPMENT

 INVOLVE SALES EARLY ON IN THE PROCESS


Marketers are always searching for new and creative methods to engage professionals at large conferences.
But what happens once you’ve engaged them?
You put your sales team face-to-face with qualified leads.
Don’t neglect the sales team in the planning process.
Marketers spend months planning their company’s exhibit, and thousands of dollars purchasing event marketing
content, yet send their sales team in blind to exhibit the booth.
Involving sales early makes the sales team more invested in the event and ensures that they will be active
participants on-site.
Without sales team’s support, an event can quickly turn into a large effort with minimal results.
To avoid this, make sure you familiarize your sales team with the details of the event, your past success
exhibiting at this event, and the personas of the attendees in order to optimize their on-site conversations and
post-event follow up.
 CONVERSATIONS ARE CONTENT TO BE CAPTURED
The team should look at on-site conversations as valuable content for our sales and marketing
efforts.
One way we have captured this content is by creating premeditated forms to use at our booth,
guide our reps’ conversations, filter only qualified leads through the pipeline, and capture critical
information from each conversation.
Using an internally-built form, SmartBear reps can refer to persona breakdowns and qualifying
questions, as well as rate each lead, record important follow up data, and start a free trial for a
SmartBear product from the booth.
Capturing this information streamlines our post-event follow-up, and allows the sales team to
expedite their prospect engagement efforts, making the most of their efforts to engage qualified
leads.
The critical qualification data captured at each event is later pushed to our marketing automation
system and CRM, arming the sales and marketing teams with important data to successfully target
leads with the right follow-ups at the right time, which has been key for increasing ROI from each
event for SmartBear.
 MAXIMIZE SPONSORSHIPS WITH YOUR OWN MINI-EVENTS
Private dinners and cocktail receptions have been an effective way for HourlyNerd to ensure
that our sales reps are making the right connections to seed and accelerate pipeline
opportunities at the conferences their team sponsors. HourlyNerd is able to capitalize on the
main reason why their prospects are gathered in one central location and make every
sponsorship work harder for them by incorporating their own mini-events around the big
show.
 TURN ON YOUR PERSON, TURN OFF YOUR SCANNER
People change jobs, make referrals or get promoted – today’s ‘Marketing Ops. Manager’ is
tomorrow’s ‘VP of Martech.’
Be present and attentive. Treating every booth visitor as a genuine prospect means you will
start to foster professional relationships regardless of their current career stage.”