Ms. Isha Jain
Dr. Survashis Sarkar
MET Institute of PGDM, Mumbai, Maharashtra, India

ABSTRACT

An event management company specializing in entertainment events, particularly live singing in bars and restaurants, would likely handle everything from artist bookings and venue coordination to sound and stage setup. They aim to create memorable experiences for patrons, ensuring a seamless and enjoyable event for both the audience and performers. This involves coordinating schedules, managing logistics, and providing technical support to guarantee a successful live entertainment experience.

INTRODUCTION

Events are fast becoming an integral part of the marketing strategy of companies. Events score over conventional mass media in several ways- exclusive coverage for the sponsors, a huge captive audience to watch brand advertising and opportunity for product trial so that product attributes can be effectively conveyed to the target audience. In comparison to these benefits, the cost of sponsoring an event is reasonably small. For those reasons, companies are expected to take to sponsoring events in a big way. Live entertainment events, especially international events are drawing people in large numbers. International artist too is making India a part of their global concert tour. Once regulatory and taxation obstacles are overcome and multi city events become an established norm, the number of international events is expected to increase rapidly. Hence, ticket revenue is also expected to show a steady increase in future.

WHAT IS EVENT MANAGEMENT?

Events begin where the glamour ends. EM is the most intimate form of marketing. It is a controlled activity aimed at the target audience.” With the ushering in of television era, we have been witnessing a plethora of ceremonies or events being organized in every part of the world. Behind the success of Miss World Competition, or World Cup ’99, or a Michael Jackson or even a product launch show area group of Event Managers. Event Management can be categorized into different forms such as organizing cricket matches, product launching, rock shows, fashion shows and event training programs for corporate sectors. Before product launching, organizing road shows has become a regular feature. Different sorts of festivals can be organized. As one gains experience, one can start a PR consultancy firm to develop press relations. One can arrange youth camps for children or a trekking tour for youth or executives. An interesting area in Event Management is organizing parties and disco nights. The concept

is gaining momentum because of the present-day demand for socializing. Event management is a glamorous and exciting profession which demands a lot of hard work and dynamism. As the name suggests, it means conceptualizing, planning, organizing and finally executing an event. The event could be of any type – musical show, concert, exhibition, product launching etc. This industry is just five years old in India, but holds a lot of promise for expansion. It offers enormous scope for ambitious young people.

5C’S OF EVENTS

• Conceptualization of the creative idea/ambience
• Costing involves calculation of the cost of production and safety margins.
• Canvassing or sponsors, customers, and networking components
• Customization of the event according to brand personality, budgets, etc.
• Carrying out involves execution of the event according to the final concept.

The activities required for marketing and managing events require certain steps to be followed that can be called the five C’s of events. The first is Conceptualization of the creative idea/ambience followed by the Costing i.e. calculation of cost of production and margins on the event. Canvassing, for clients/ sponsors, customers/audience and networking is the next step. Depending on the customers’ needs and marketing objectives, Customization of the concept is required. Finally, the most important part of event management is the execution of the event as planned. We term this activity as Carrying-out the event.

VARIOUS COMPONENTS OF EVENT MANAGEMENT

1. PLANNING

A significant part of event project management is the planning. It is a process of mentally fitting all the components together. It includes foreseeing any problems and solutions. It is more realistic to regard event planning as a method of reducing the number of problems. In this sense the aim of event planning is to plan all the tasks that can be planned so that changes and unforeseen problems can be dealt within a focused way. Although most aspects of the event can be organized, the fluidity of event preparation means there is always the unexpected. The event starts with an idea or concept, the first question to ask is “Is it feasible?” The feasibility is fed back into the concept (iteration) and the concept may need to develop. Once it looks feasible, the event planning can start. The planning may uncover opportunities or risks that need to modify the event concept. Aspects of the plan may be implemented while other areas are still in the planning phase. For example promoting the event may start well before site planning.

2.       PRE-PRODUCTION

Following major tasks have to be performed during the pre-production stage:

• Prepare a detailed schedule prior to production work on site.
• Detail out role of departments that are likely to be involved in the production.
• Prepare a detailed checklist of activity heads.
• Plot a detailed time chart, delivery schedules that would lead to successful execution of the production.

Preproduction work also includes completion of following tasks:

• Designing and creation of Set
• Designing of signage’s prop set
• Creation of packaging, which could include creating pre- production computer graphics, animation, television show packaging, background music for entries and presentation, etc.
• Scripting, designing and allocating the technical production element.

3.      ON-SITE PRODUCTION

This includes actual execution of work onsite this could include

• Construction of Sets
• Lighting
• Back stage management and production
• Coordinating with dancers, artists
• Cueing and executing the screenplay of the actor performance
• Shooting and online editing
• Controlling and managing multi camera setups.

4.      POST PRODUCTION

• Ensuring smooth dismantling of technical gear and the staging.
• The material/branding pertaining to the sponsor should be neatly packed and handed over to the relevant authorities.
• Editing of produced footage, packaging it for television.

In case the show has to be televised then the tapes should be sent to the television director for editing and postproduction, a designate from the production team should oversee the postproduction.

Literature Review

Recent research has shown that there is a need for about 400 to 500 small sized Event Companies in Mumbai alone to look after a huge amount of small events like parties, weddings, dealer meets, corporate events, kitty parties, small conventions, conferences, promotions, road shows, competitions etc. Other cities like Delhi and Bangalore could do with a few hundred and about 100 each are needed in Calcutta, Pune, Jamshedpur and Hyderabad. The capital requirement for forming a event company would be very less; only an office set up, say a rented office, a telephone, a computer, few necessary office equipment and office stationary. Costs would be incurred for company brochure, letterheads and visiting cards, and a bit of marketing cost, but the returns are phenomenal. Each event done could bring in about Rs. 5000 as fees and one could easily do 1 to 2 events initially and group to five per month.

The legal aspects of the Event company formation:

1.      Registration under Shops and Establishment Act-

It is simple, go with the papers of the proof of ownership of the office premises whether it is purchased, leased, or rented, to the nearest municipal ward office and submit them with a form obtained from the Shop and Establishment Department. The charge is Rs. 600p.a; you can pay Rs. 1800 for 3 years in advance. An inspector will visit to verify the premises and then the license is issued. It is compulsory to have this license.

2.      Register for Service Tax-

The Service Tax on event management is10.2% and registration are to be filed with the Director General of Service Tax, office of the Commissioner of Central Excise. Head office is opposite Churchgate station, at Bandra-Kurla Complex and branches are at various places. This is compulsory.

3.      Optional-

You may require Municipal license for storage if you store equipment.

• One pays lease tax on hire of equipment if equipment hire is the main factor and not the skill of the person handling it.
• One should also know about important Labour laws. Contract Act, Food  and Beverages Act and about various police permissions.
• Cut T.D.S on various items as directed by Income Tax rules.

One should be aware of the Income Tax rules. It is better to file returns, have your PAN number as it smoothens your path.

INVICTUS ENTERTAINMENT GROUP: An event management company specializing in entertainment events, particularly live singing in bars and restaurants, would likely handle everything from artist bookings and venue coordination to sound and stage setup. They aim to create memorable experiences for patrons, ensuring a seamless and enjoyable event for both the audience and performers. This involves coordinating schedules, managing logistics, and providing technical support to guarantee a successful live entertainment experience. An event management company specializing in entertainment events, particularly live singing in

bars and restaurants, would likely handle everything from artist bookings and venue coordination to sound and stage setup. They aim to create memorable experiences for patrons, ensuring a seamless and enjoyable event for both the audience and performers. This involves coordinating schedules, managing logistics, and providing technical support to guarantee a successful live entertainment experience. This event management company likely collaborates with a variety of talented musicians and singers, curating a diverse roster to cater to different preferences and themes. They may also assist in selecting suitable venues, considering the ambiance and capacity needed for live performances. In addition to artist and venue management, the company could be involved in marketing and promotion to attract a larger audience. This may include creating promotional materials, leveraging social media, and working with local businesses to maximize event visibility. To ensure smooth execution, they might handle technical aspects such as sound system setup, lighting, and stage management. This attention to detail helps create an immersive and enjoyable experience for both the performers and the audience. Moreover, this event management company may offer customizable packages for various establishments, tailoring the entertainment to fit the specific atmosphere and preferences of each venue. This flexibility allows them to adapt to different client needs, whether it’s a cozy bar setting or a bustling restaurant. Ultimately, the goal of such a company is to elevate the entertainment scene in bars and restaurants, fostering a vibrant and engaging atmosphere for patrons while supporting local talent.

MARKETING AS A TOOL FOR EVENT MANAGEMENT

Some Key Points for understanding the importance of Events for Marketing:

Define Clear Objectives: Establish specific marketing goals for the event, whether it’s increasing attendance, promoting sponsors, or boosting brand awareness. Align your marketing strategies with these objectives.

Target Audience Segmentation: Identify and understand your target audience. Tailor your marketing messages to different segments, addressing their specific needs and interests to maximize engagement.

Multi-Channel Approach: Utilize a mix of marketing channels such as social media, email, content marketing, and traditional advertising. A diverse approach helps you reach a broader audience and reinforces your message.

Create Compelling Content: Develop high-quality, shareable content that highlights the event’s key features, benefits, and experiences. Use visuals, testimonials, and behind-thescenes content to create a buzz.

Utilize Event Technology: Leverage event management platforms, mobile apps, and online registration systems. These tools not only streamline the planning process but also enhance attendee experience and provide valuable data for future events.

Early Bird Promotions and Discounts: Encourage early registrations through exclusive discounts or perks. This creates a sense of urgency and motivates potential attendees to commit sooner.

Engagement Strategies: Foster community engagement before, during, and after the event. Create interactive campaigns, contests, or Q&A sessions to build excitement and sustain interest.

Partnerships and Collaborations: Forge partnerships with relevant influencers, industry leaders, or organizations. Their endorsement can significantly boost credibility and expand your event’s reach.

Feedback Loops: Establish mechanisms for collecting feedback throughout the marketing process and after the event. Analysing this feedback helps refine future marketing strategies and improve event planning.

Measure and Analyse Results: Analyse key performance indicators (KPIs) such as registration numbers, social media engagement, and website traffic to assess your campaign’s effectiveness. Remember, a well-executed marketing strategy is integral to the overall success of an event, driving both attendance and long-term brand recognition.

CONCLUSION

From a fledging industry, live entertainment is becoming big business. Large corporates are sponsoring events and are using the opportunity to market their brands to a focused audience. The future is expected to see more events, especially international events, drawing larger crowds and leading to higher ticket sales. Television channels, in their relentless quest for viewer ship, are expected to commission more events and also buy telecast rights of events.. High entertainment tax in certain states, high withholding tax on foreign artist payments, the proposed service tax, cumbersome clearance procedures at the local level and lack of exhibition infrastructure are the chief stumbling blocks to growth. Government of India and the state governments should address and resolve these issues as they stand to benefit considerably from the industry’s growth.

BIBLIOGRAPHY

Books

• ‘Event Management and Marketing’ by Sanjaya gaur and Sanjay Saggere
• The Indian Entertainment Industry by Ernst & Young
• Festival & Special Event Management by Johnny Allen Websites
• www.wikipedia.com
• www.talkingtreecreative.com