SUMMER INTERNSHIP -2014

Name of the Student: V.Varsha

Company: Time2 Sparkle Event Managers
Roll No: 13221E0015


CHAPTER 1
INTRODUCTION
Creating a marketing strategy can be overwhelming. There are many places you can market
your business, and it is easy to blow your entire marketing budget on a few ideas that may or
may not work. So, before you start spending your budget, it is good practice to create an
integrated marketing communication plan. The plan gives you a clear picture of what you
need your marketing to accomplish, and will help you make an informed decision about your
marketing budget allocation.
The following are key points that should be considered:
1. Internal Situation Analysis: What is your business doing? Are you expanding your sales,
or are they shrinking? Have you made a lot of growth? Had any major successes or setbacks?
Having a clear understanding of where you business stands and what it is doing will help in
deciding what your marketing objectives should be going forward. For example, if your
business is growing quickly and you are having trouble keeping up, you may be able to pull
back on some of your marketing efforts and/or raise your rates.
2. External Situation Analysis: What is the state of your industry? Is it growing? Shrinking?
What is the competition doing/saying? How is it affecting your place in the market? You
want to have a clear idea of what is happening in the wedding planning industry that affects
your business.
3. Target Audience: Who are you trying to reach? This is especially important when
deciding what marketing mediums you will be using for your campaign. For example, if your
target audience are engaged woman age 20-30 then you might find more success reaching
them via social media than at bridal shows. Unless you know where your audience spends
their time both online and off, you will not know where to place your messaging.
4. Campaign Strategy: This is where you define all of the areas of the marketing mix you
will be using. If you plan to use print, direct mail and social media you would define exactly
how you will use them and what your messaging will be. This is also where you define your
brand positioning, how you differ from the competition and how you can help them solve
their problem
5. Marketing Tactics: What are the day-to-day actions that you will be taking to implement
your strategy? If you are implementing a social media strategy, you will want a schedule to
make sure you are posting frequently to your blog, Facebook and Twitter. This also applies to
print ads, radio spots, direct mail and any other marketing medium you choose to utilize.
6. Marketing Budget: How much can you spend on your marketing plan? Know what you
can spend on a monthly and yearly basis so you can allocate accordingly.
7. Evaluation: How will you measure the success of your marketing plan? When executing
a marketing plan you need a way to measure success. If you are not using some sort of
measurement you will not know if it is working or if you need to try something else. Always
ask how clients found you when you receive an inquiry and keep track of stats for any
websites or blogs you advertise with so you will know if you are getting a return on your
investment.
Event marketing is growing at a rate of three times that of traditional advertising. Though
relatively small compared to the major components of the marketing communications mix-
advertising, sales promotions and P-O-P communications-expenditures on event sponsorship
are increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with
65% of this total going to sports events and most of the remainder spent on sponsoring
entertainment tours or festival and fairs. Thousands of companies invest in some form of
event sponsorship. Defined, event marketing is a form of brand promotion that ties a brand to
a meaningful athletic, entertainment, cultural, social or other type of high-interest public
activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase
merchandising, or public relations, but it generally incorporates elements from all of these
promotional tools. Event promotions have an opportunity to achieve success because, unlike
other forms of marketing communications, events reach people when they are receptive to
marketing messages and capture people in a relaxed atmosphere.
Event marketing is growing rapidly because it provides companies alternatives to the
cluttered mass media, an ability to segment on a local or regional basis, and opportunities for
reaching narrow lifestyle groups whose consumption behaviour can be linked with the local
event. MasterCard invested an estimated $25 million in sponsoring the nine-city World Cup
soccer championship in the United States in 1994 and will likely sponsor other big events in
many countries as well.
Olympics and its renowned five rings are the worlds most effective property in terms of
marketing tools. The Olympics sell sponsorship on a local and global basis, and every couple
of years corporations line up to pay as much as $50 million to be the lord of the rings. The
Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating
sponsorship, broadcast, and licensee fees.
The Olympics represents the crme de la crme of event marketing and corporate
sponsorship. Event marketing is a lucrative game of whats in a name, as consumers
purchase tickets and expose themselves to everything. The world of event marketing is a fast
growing, high profile industry worth over $20 billion annually, and one of the most
successful marketing strategies.
Event marketing integrates the corporate sponsorship of an event with a whole range of
marketing elements such as advertising, sales promotion, and public relations. Corporations
both large and small have grown this industry at a rate of 17 percent per year, and they have
achieved a high level of success.
It is expected that event management industry will gear up in Hyderabad in near future. The
concept needs to be popularized, by proper media coverage. The existing companies should
mold their service according to the taste and preference of the people.
It is a set plan involving networking of a multimedia package, thereby achieving the clients
objectives and justifying their needs for associating with events.
Events can bring community together for purpose of fundraising, change a town or citys
image, expand its trade, stimulate its economy, help companies to market and introduce its
product and also for the entertainment of society.

Activities in Event Management
Pre-Event Activities

Events typically have a team based environment and a project type of organization structure.
Thus, responsibilities are assigned to the relevant staff members in the team for the Event.
Coordination of arrangements required is divided among the team members. Once the
preliminary discussions are over, and the final concept sold to the client, the very first step
creative conceptualizes works on the designing. Then the Project manager prepares a
thorough schedule after understanding the critical steps ad issues involved in that particular
event. External agencies such as architects and engineering contractors may be consulted at
this stage to understand feasibility of planned concepts. Most event management companies
have experienced production managers who understand the feasibility of planned concepts.
Then the project manager draws up a cash flow statement, a budget statement and arranges
budget allocation for the event.
Based upon the project requirements critical dates or deadlines are drawn up and the best
possible solution among alternatives to achieve these deadlines is chosen. The overall
coordinator along with the sales and marketing team should ensure the completion of overall
design, models of stages, visuals, etc. with graphics included by the creative team within the
prescribed deadlines and make a researched concept presentation to the clients.
At this stage, the legalities of drawing up the contract, agreements and finalization by
signing of contracts between the event managers and clients becomes a necessity. Keeping
the feasibility in mind physical design are finalized and contractors begin work. Here fire,
safety and insurance issues need to be taken care of. The coordinator, sales and marketing
team then think about production of advertising promotions, brochures, posters, etc.
Logistics is another important area that needs to be given priority attention by event
coordinators. Logistics in events essentially involves booking of hotels, air, road, and rail
transport for the participants and event managers, arranging transportations of material.
A joint team of the concept creator and the main contractors then need to check out the
special-effects equipments and arrangements. At this time day-by-day tracking of timing and
finance with a feedback on possible changes i.e. increase or decrease in expenditure on
various items.
Finalization of cleaning, security, furniture (tables, seating, barricading etc.), dcor (flowers),
communication (telephone), and other service hire contracts (couriers) also take up the
production managers time at this stage. The project manager handles the progress report and
gets contingency plans drawn up. The overall coordinator has to continue in touch with the
client with reference to the PR, publicity, press releases, and promotion on TV, and radio
along with the public relations team. Arranging for a press conference for the clients, and
artists, giving out invitations, passes and tickets to the event, organizing the reception for the
press with uniforms for the hospitality hostesses/hosts or staff at the reception is also a major
responsibility for the PR team in the preparatory stages leading up to the event. Damage
control due to artists tantrums is yet another aspect typical of this field that the PR team
needs to contend with. These have to be tolerated and controlled to avoid any adverse fallout.
Final visit for quality checks and control need to be made to the networking components to
ensure and confirm understanding. These typically include inspection of dimensions of stage
and other critical near finished models for accuracy by the production manager.
The overall coordinator along with the other team members needs to then arrange for a
briefing of site supervising staff depending on category and type of event. It is essential that
the entire briefing and interaction take place before the event begins. Once the event gets
started the clients and the contractors staff need to be kept away from interfering with the
execution by the production manager and the event coordinators. Controlling the panic
reactions due to invariable last minute troubles and final tying up of all loose ends is a very
important penultimate task.
The last stage in the first section involves resolution of on-site wrangles of delivery,
permission, missing orders or items, close attention to construction of sets--asking whether it
was done correctly, supervision of installation of special effects, objects.

During-Event Activities
During the event, softer aspects come into the focus. For overall coordinator, it is
important to pass on all credit to supervisors. Event managers should look humble and be
available to the clients to call on. The conceptualisers efforts should be appreciated at least
during the event. At the same time, there should be a constant surveillances of the specially
effects, display objects and the food and beverages. Thus monitoring is the gist of the during-
event execution activity that is involved. Photographs and other multimedia recording
arrangements if so desired also need to be taken from strategic locations.
Post-Event Activities
Beginning with the physical task of dismantling of the sets, post-event activity also
run into accounting and other such works. Final accounts setting (bills to be paid on receipt)
is accompanied by explanations for overspends. The team needs to carry out a postmortem
analysis on the event and conduct an event evaluation. Recording the photographs taken of
the event in the form of a photo-documentary helps a lot. Performance evaluation of the
coordinators during the event should be carried out immediately so that weak points after the
event can be used for learning. Finally, the overall coordinator should do the formality of
thanking all involved for the wholehearted and extra efforts provided. Letters should go out
to clients thanking them and these should include a post-event questionnaire seeking to
measure client satisfaction. Based on this feedback, improvements and adjustments required
should be worked upon.
This theory states that the function of management can be classified into planning,
organizing, staffing, leading and controlling.
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. Therefore, when we use Event
Management, it is to denote the production of an Event.
Staging an event takes more than a wish or dream. Preparation is the key to a successful
event.
Event Planning
The first and foremost thing to do while planning an event is to know about the client's
expectations. When a client first approaches you for assigning a task, sit with him and find
out what he wants and how he wants it. Keep in mind the fact that the client has a very hazy
idea of what he wants. He expects you to change that hazy idea into a reality. So you first
need to strike a good rapport with him. Once you know his expectations you can start giving
your inputs. Since you are a professional event planner he is bound to believe that you have a
better knowledge about these things and will respect your judgment.
Key Factors in Planning an Event
Check the feasibility
Is the event a good idea
Are we in the right community
Who would be the spectators
About the venue
About the media of advertising
Fund stream
Timing
Full time should be devoted to implementation of plans. Make sure your event does not clash
with other events.
The Organizing Committee
It should comprise of experts in the following streams:
Financial
Determine the sources of revenue
Expected level of expenditure
Time gap of expenditure and revenue
Establish a system of financial accounting and control
Marketing
To attract best possible audiences
Get sponsorship and best support possible
Operational
Guide overall operation of event
Managing the technologies require
Legal
Make appropriate contracts involved in managing an event
Handle lawsuits that may arise
Public Relations Teams
To handle the celebrities, if invited in the event.
To host press conferences.
This team is required to take decisions from conceptualization to completion of the event.
Facilities offered
Programs
Awards
Transport
Catering
Safety and Security
Entertainment
Anchoring and announcement
Music and Sound system
Licensing
Publicity
Promotion

EVOLUTION OF EVENT MARKETING
From its origins in event planning, the event marketing industry has seen great growth in the
last five years and has consistently been one of the most effective tools that marketing
professionals have at their disposal in terms of making a tangible connection to current and
potential customers. The increasing competitive pressures brought on by globalization are
forcing business professionals to find new ways to engage customers. Not surprisingly, savvy
event marketing professionals are therefore focusing the majority of their efforts and
budgetary spend on lead generation tactics such as trade shows. While it is important to
garner leads, marketing and specifically event marketing professionals cannot lose sight of
the fact that the sales cycle only begins at lead generation and that current and prospective
customers must also be nurtured even beyond purchase. Companies can benefit tremendously
from the deeper event marketing touch points that promote nurturing such as proprietary
conferences that provide a controlled environment for delivering messages and closing
business. The nurturing process will allow the customers to more effectively be funneled into
the subsequent stages of the sales cycle thus creating greater opportunities to develop into
repeat customers.

EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or modified
to achieve the clients objective of reaching out and suitably influencing the sharply defined,
specially gathered target audience by providing a complete sensual experience and an avenue
for two-way interaction.


Fig: Events Definition In-Short
This is a diagrammatic representation of the above definition. From the model it is evident
that an event is a package so organized has to provide, reach and live interaction between the
target audience and the client to achieve the desired impact.

EVENT
REACH LIVE INTERACTION
Right
Communication
from the client
WITH

Live
Audience
CREATES

Desired
Event marketing involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package for the
client, keeping the brand values and target audience in mind. Marketing plays an important
role in pricing and negotiations as well as identifying opportunities to define and retain event
properties by gathering marketing intelligence with regard to pricing, timing etc.
In fact, ideally event marketing involves simultaneous canvassing and studying the brand
prints; understanding what the brand stands for, its positioning and values, identifying the
target audience and liaison with the creative conceptualizes to create an event for a prefect
mesh with the brands personality.
PUBLICITY AND PROMOTION
If one knows how to organize an event he should also know how to market it. If there is
something very peculiar or special about the event then that main point has to be highlighted.
A product launch for example requires a sales promotion campaign either before or after the
launch. In that case the product is advertised through banners and media and even door to
door canvassing. Effort is taken to ensure that people sit up and take notice of the event.
Sometimes it could be an event like an award ceremony, which is to be shown on television
and different companies make a beeline for sponsoring their respective products in the due
course of the programme. This is the way publicity and promotions work.
IMPORTANCE OF THE STUDY:
Event advertising involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package for the
client, keeping the brand values and target audience in mind. advertising plays an important
role in pricing and negotiations as well as identifying opportunities to define and retain event
properties by gathering marketing intelligence with regard to pricing, timing etc.
In fact, ideally event marketing involves simultaneous canvassing and studying the brand
prints; understanding what the brand stands for, its positioning and values, identifying the
target audience and liaison with the creative conceptualizes to create an event for a prefect
mesh with the brands personality. A product launch for example requires a sales promotion
campaign either before or after the launch. In that case the product is advertised through
banners and media and even door to door canvassing. Effort is taken to ensure that people sit
up and take notice of the event.
OBJECTIVES OF THE STUDY:
1. To study the advertisement strategies of the company in marketing of its services
2. To Study the factors involved in successful advertising of events.
3. To find out the Measures to come up with better adverting strategies.
Period of the study:30 days

CHAPTER 2
COMPANY PROFILE
Time 2 Sparkle is a professional event management company specializing in social and
corporate events. We create unique, memorable events that you and your guests will
appreciate for a lifetime. Time 2 Sparkle has begun with planning special occasions for
family and friends. After great success on a personal level, we decided to open the doors to
the public. Time 2 Sparkle has established as a strong network of vendors who offer nothing
but the best in their market. Our mission is to seamlessly and efficiently execute your next
event by going above and beyond your expectations. Some clients like having a hands-on
approach in planning their events, while others want us to take their vision and make it
reality. Whatever your approach, we always keep our customers' needs in mind, along with
budget control, time management, and creating a stress-free environment.
Our Mission
To be the leading Event Management Company in Hyderabad, by meeting and exceeding
the expectations of our Clients through innovative ideas and the delivery of excellent
service.
Vision
Within the next five years,Time2Sparkle Event Managers will become the leading company
in conference and event management to businesses and stakeholders by consistently
providing outstanding service that creates an extraordinary event and conferencing
experience."


CHAPTER 3
FUNCTIONS AND ACTIVITIES OF THE COMPANY
Our services for Event Management cover the following:
Wedding Planning & Management
Corporate Event
College Event
Private Event
Public Event
Special Corporate Hospitality Events
COLLEGE EVENTS
Educational events
Training seminars
Workshops
Conferences
Educational tours
Convocations
Sports Events
Cultural Pro Youth Festival
Annual Day Event
Farewell & Fresher Parties



Holiday Occasions
(Like Valentines)
Religious Occasions
(Christmas, Holi, etc.)
Thanks Giving
Wedding Carnivals
Carnivals
Fairs
Live Concerts
Concerts & Commercial Event
Award & Ceremonies
Film Premieres
New Products or Services Launch
Road Shows
Artists Bookings: Celebrities, Bands, Actors, Singers, Dancers, Models,
PR (Public Relations)
VIP handling
Crowd management
Merchandising
Security
Logistics
Media Exposure
( Electronic , Print & digital)
Awards Night
Gala Nights
Bollywood / Rock
/ Retro night
FUNCTIONS:
Planning
Defining Event Objectives - Concept Development - Budgeting Event Design
Theme - Site Selection - Negotiations - Contracting Risk Management Administration
Programming
Entertainment - Speakers - Seminars - Facilitators
Training Activities Contests - Special Events - Tours - Pyrotechnics
Production
Catering Hospitality Staging Decor
Special Effects Sound & Lighting Multi-Media Costuming
Promotion
Publicity - Advertising - Promotional Materials
Media Relations Sponsorships - Incentives - Corporate Gifts - Registration
CHAPTER 4
CONCLUSION
Advertising and promotional strategies for selling the Event
Strategies for promoting an event discussed on this page include:
Using Social Media
Paid advertising online
Paid advertising offline
Free publicity via television, radio or print media
Promotional events leading up to the main event
Signage and banners
For several reasons, promotion is a key factor in the success of a special event. The main
purpose that promotion serves is to attract participants, spectators or both to the event.
Paid advertising offline
This category is really the traditional forms of advertising that include:
Newspaper advertising
Magazine advertising
Radio advertising
Television advertising
Billboards
Events can also be advertised in newsletters, banners and letterbox drops but these strategies
usually have a very limited geographic reach. Nevertheless, many events can benefit greatly
by employing local advertising strategies. For example, a banner can be hung where it can be
viewed by passing traffic.
Free publicity
Everybody wants free publicity but it is quite hard to achieve. Certainly, it's important to be
able to generate press releases with interesting stories to catch the interest of the media.
It is also a time consuming occupation to create a database of media organisations with the
names of editors, email addresses and fax numbers. There are companies that specialised in
this data but the service can be expensive.
The key to free publicity is to avoid attempts to blatantly promote your event. Media
organisations will say if you want to advertise your event, you should pay for the privilege.
After all media organisations depend on advertising to pay the wages of staff.
Promotional Events
This strategy involves setting up small community events, at which sporting stars attend, to
give away some free tickets or other promotional goods such as caps and t-shirts, for a chance
to address the public with a loudspeaker. Events can be held in shopping centres, sport clubs
and schools.
Promotional are relatively short and easy to undertake but do require event managers to make
early contact with community organisations. The following are some of the tips for the
company to promote and advertise its events:
Targeted, aggressive media plans
1 Best use of media: digital, mobile, online, social, and traditional
2 website design & development & social media management
3 Buying power that ensures best rates and efficiency
4 mobile applications
5 e-ticket solutions
6 show directories
7 well-matched sponsorship sales
8 Bold, award winning television and radio production
9 Artistic graphic design for print, web, billboard, newspaper, signage & more
10 accountability: daily monitoring of ad placement
11 Attention-getting value-added promotions for extra exposure
12 Essential market research
13 Resourceful development of event features and promotions
14 computerized attendee surveys on event site
15 Ad strategies personnel on site during your event
16 Best service with exceptional attention to detail.
Recommendations for Advertising and promotional strategies
Radio, television and print
Consider your key target audience when selecting your media partners. For example,
approach a radio station that has the same demographic of listeners as your events
primary target market.
From a budgetary perspective, consider securing official radio, print and
television media partners for your event by approaching them for 'value in kind' (VIK)
sponsorship.
Negotiate where possible complimentary rate card advertising schedules to be committed
to by the media partners as part of the media sponsorship.
Confirm an advertising schedule with each media partner based on preferred timing to
maximise interest.
Get your sponsors and media partners to work together in joint promotions around your
event.

Community activation programmes
Look at implementing and managing a range of unique community activation
programmes that specifically target the event's key markets (think outside the square).
For example:
special ticket packages to ethnic/community/supporter groups
Saturday morning activation campaigns at sports events
school initiatives
adopt-a-team programme
complimentary ticketing campaign
public events and activities, such as 'have a go' challenges, and "meet the stars"
tele-sales
direct marketing
launches
civic functions.
Keep leverage and legacy in mind when developing community activation programmes -
consider developing additional activities associated with the event that are self-financing
and independent but add to its overall scale and image. Community engagement should
form an important part of a leverage and legacy plan. See the Leverage and Legacy
module for more info.

Other print material
Produce consistent, eye-catching posters, flyers and billboards.
Work with your print media partner to produce an official souvenir programme that is
also used as an insert in the local paper, with extra copies printed for further circulation.
Use your programme to offer advertising for event sponsors.
Produce other print material such as an event guide, media guide and volunteer handbook.
Social media
Produce your own exclusive event website. Include statistics, profiles and online ticket
and merchandise sales.
Regularly update the site and ensure links are made with other relevant sites.
Produce regular online newsletters.

Develop an integrated 'social media' campaign using available internet tools. The technology
is cost effective and they can be powerful marketing tools, especially for younger target
markets. They include:
Facebook
Twitter
YouTube
Flickr
Tumblr
texting, e.g. competitions
blogging, e.g. general and star blogs.