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Event management and development - Essay Example

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Event Management and Development Contents Event Management and Development 1 Contents 2 Introduction to the Event 4 5 W’s 4 What 4 When 4 Where 4 Why 5 For Whom 5 5 W’s of Barclay’s Premier League 2011 5 What 5 When 5 Where 6 Why 6 For Whom 6 Marketing Research 7 Event Marketing Mix 7 AIDA Model of Promotion 8 Tools of Promotion 8 Advertising 9 Media and Public Relations 9 Partnerships 9 Merchandising 10 Title Sponsorship 10 Word of Mouth 10 References 16 Bibliography 17 Introduction to the Event Events are organised act and performances planned in advance and targeted to a particular audience…
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Download file to see previous pages 5 W’s An event planning requires planning of the event along five dimensions. These dimensions are known as 5 W’s. These are: What, When, Where, Why, for whom. What This refers to the concept generation of the event. These shall include the name of the event, the scale in which it will be organised, the content of the event, menu, and profile. This also refers to the event’s theme i.e. the subject on which the event is organised. This theme is the determinant of the event audience, therefore is a crucial decision. When This relates to the frequency of the event, the stipulated time, and event schedule. Where This refers to the event venue. A decision regarding the size, catchment area has to be made in this case. The venue should be easily accessible by the target customer, should be of optimum size, i.e. neither too big nor too small. The vast portion of the event’s budget depends on the venue finalised. Why This refers to the objective of organising the event. An event is organised to fulfil various objectives. Objectives vary along the evens’ stakeholders. Such objectives can be social, personal, financial, organisational, etc. For Whom This relates to the target audience of the event. Decisions regarding guest profile, entry type and target size are made. 5 W’s of Barclay’s Premier League 2011 The Barclay’s Premier League is a professional league between the football clubs and is the country’s most important football competition. It started since 1888 and is graded first in the Union of European Football Associations. It is considered to be the world’s most lucrative football league with revenue ranging over ?2 billion (Premier League-b, n.d). What The Barclay’s Premiere League is a league between 20 clubs and operates via promotion and demotion procedure. Each team plays 38 matches, totalling 380 matches in the season. 149 matches have been played so far (Premier League, 2011). When The Barclays Premier League 2011-2012 is scheduled from 13th August 2011 to 13th May 2012 (Premier League-d, 2011). Where The matches have been scheduled in stadiums in various locations like West Bromwich, London, Norwich, Newcastle, Manchester, Liverpool, Bolton, Birmingham, Wigan, Wolverhampton, Sunderland, and Swansea. Why Football is the most popular sports in United Kingdom since 1860s. The Barclay’s Premier League, like all other leagues is organised for the millions of football fans around the world and for utilising and honing the football talent of UK. For Whom The Barclays Premiere League is the world’s most popular league, with half billion spectators in 200 countries. The direct audiences are obviously the spectators in the stadium; however the indirect audiences are the TV viewers. According to estimates, Fox channel alone drew 2.1 million viewers for a single match in the Barclays Premier League. Demographically the target audience can be defined within the age range of 25 years to 34 years (Premier League-c, 2011). Impacts that affect the event The events can be categorised into 4 types – Leisure events, Cultural Events, Personal Events and Organisational Events. The Barclays ...Download file to see next pagesRead More
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