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FSU HFT 3519 - Study Guide

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Planning and ProducingMEEC GatheringMake it Work• Understand the group, Who are they and why are they there?o The groups wants and the groups needsInitial Steps• Who is the group you are serving?• Why are they here?o Launch party example, the roll out that new product• What is the objective of this event? Aim or Goalo Why is the group of 400 movie execs from the 1960’s meetingReasons to Attend Events• Educationo Certification, licensing, CEUs, and CME• Networkingo B2B, P2P, B2Po B=Business, P=Professional• Conduct BusinessSetting Objectives• Objectives Drive Program Planning• Focus on Attendeeso ROI? Employees would go back and have a higher production and work hardero Never decrease Want more ROI and spend less moneyo More for less• Who, Why and Objectives Impacto Site Selection Why you choose the location for your event. Choosing NY for when you launch cookies N cream m&mso F&B Higher endo Transportation How will your guests arrive/celebrities Cabs/carso Room Layout and Set upo Program content What are my guests going to experience?Chapter 9 Advertising, PR, Promo & SponsorshipsThe Five P’s of Marketing• Producto Perceived Value o Added Value Everything one deserves plus a little more. o Not just meeting your needs but going above and beyond for your clients• Promotiono Jeff Galloway (Olympian Runner), problem was that no one knew he was coming to town until that afternoono Do not rely on word of moutho Steps 1) ID all event elements that require promo 2) Allocate resources 3) ID partners to share costs 4) Target to markets• If I’m an extreme sports event, don’t market to 60 yr old over weight people. I would market clubs of that nature, younger adults 5) Measure, Analyze and Correct • You have learned from previous eventso Includes: Advertising• At a classical music event, put in an advert for music festival Stunts• Book of world records here for biggest ice cream sandwich Cross Promo• 2 types of promo at same time Street Promo• Handing out flyers• Priceo Market Resource Determines $ Profit versus non-profit, ROI• If you want to make money you will have to charge more• ROI: determining how much sales went up and how much you spento Two factors determines money Financial philosophy of the event• Musical events are often only to get kids interested in music therefore they don’t want to charge a lot so that they can get more people to come Competition: how much do they charge versus other people• Public Relationso What others say about your event Want a lot about this but you can’t make someone write a great article about youo Needs to be credibleo Should always be free. Bartering a free event for some advertising would be advertising not PR• Placeo Distribution/Location This is partly promotion, Perry Fl is boring compared to Orlando FLo Rural Locations Growing in Popularity People are looking for something new and different and many people have already traveled to big locales People enjoy the small town feel, it’s a novelty Cheaper, but transportation may be more of an issue, can’t fly into Dothan alabamao Taste, Style, Helps define attendee Let them know what it will be likeo Cost and size Many places don’t have accommodations for 20,00 attendeesAdvertising (should read what the book says about this)• What you say about the Evento You control it• Message: Consistent and congruento Same flyer all around town not different ones• Print, Electronico Mugs/Brochures are print Flyers, billboardso Twitter, social media, TV, Radio and electronic• Integrated Event marketingo Multiple marketing channelso The author of our books suggests this but not all authors suggest this He means using email and twitter as well as printSponsorship• $25 billion industy world wide• Majority are sports related• Trend is to diversifyo Fairs, festivals, and cultural event• Corporations that provide $ or productEvent Promotion Techniques• Advertising• PR• Cross Promo• Stunts (worlds largest pizza)• InvitationInternal Versus External Even Marketing• Internalo Individual events• Externalo Zoo, Shopping Mall, Destination Shopping mall can’t promote itself without promiting the boat show in the parking lot Boat show can’t promote itself without saying it is at the mall• External/Internalo Mini EventsMajor events Lighting of the olyimpic torch leads to the OlympicsInvitation• Print, Electronic, Flyer• Name• Date, Time, Locations• Dress requirement• Transportation and parkingROE• Return on Event• Email Communication• Multiple Channels• Evaluationo Clipping and Media marketing Service/3rd partySafety and SecurityRisk of Assembly• Propertyo Can be stolen or damaged by guests and the security deposit doesn’t cover the damages• Human Lifeo As well as when you have a cat/bird/dog show. Can lose one of those• Injury, theft, acts of god o Someone may trip on a dog leash at a dog show and bust their chin open and they may need stitches• Loss of business (2 types)o Downtime and bad publicityo Having money stolen, who loses, your company or the company you are working for?o Having your place burn down (bad publicity)Increased Expenses• The occurrenceo May have to refund your client because of your negligence• Increased insurance Premiumso May result from having underage people being served alcohol and on their way home they receive a DUI or kill someone• Loss of businesso Down timeo Bad publicityRisk Assessment Meeting• Who should attend?o Every event should have one of these and o F&B, Event leader, someone from the associationo Someone from each department and then they should relay to their departments• See pages 393 and 394•Before the Meeting• Pre-meeting tasks, figure 11.4• Audit Team Memberso Ask their team members how they feel about the procedures so they can relay this at the meeting• Compile Risks associated with areao Comes from auditing your team members• Submit list prior to meetingo Comes from auditing your team members• Develop and disperse meeting agendao Always have an agenda and how long you anticipate it takingPurpose of Meeting• Awarenesso This way they know where there are too many cords, or if there are open cords. O covers on outlets etc• Team Building, Common Goal• Highlight importance• Reccomendationso What are the recommendations


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