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Event Planning and Execution Roger Wang
President, Marketing Institute of SingaporeManaging Director, Essential Werkz Pte Ltd
Roger Wang---袁伟成
• Managing Director, Essential Werkz Pte Ltd• 26 years of Industrial Experience; 15 of which in
Marketing and Events• Marketing Experience includes
– Development of marketing strategies– Market research– Creating Break-Through Ideas– New product development– Branding– Media Plans– Marketing Planning
Member of SACEOS
• Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS)
• Honorary Treasurer in year 2013• Currently an EXCO member
What to do if the client……
• is looking at an innovative way to showcase a product
• wants to push the traditional boundaries of events
• wants to generate a lot of hype and eyeball
Who are we?
• Established for the last 15 years• One-stop provider or turn-key Marketing Solutions
including BTL, Digital and Traditional Marketing• Constantly on the lookout for new and innovative
ways to enhance consumer experience• Official event management and support service
company for M1 Limited (Telecommunications Operator) and servicing 70% of the banking institutions on various marketing initiatives in Singapore
5
Logistical Support
Events Conceptualizing & Management
Fabrication
Marketing Consultancy I.T. Solutions
Digital Signage / Touchscreen
Who are we?
Our Clients
Our Clients
Sharing Session
Coke Valentine https://www.youtube.com/watch?v=RjMhZFhD0tI
Bringing India and Pakistanhttps://www.youtube.com/watch?v=ts_4vOUDImE
Korean Manhttp://newsinfo.inquirer.net/645666/report-south-korean-manager-commits-suicide-to-apologize-for-concert-tragedy
Shanghai Stampedehttp://www.bbc.com/news/world-asia-china-30646918
CONTENT FOR THE DAY
What will be covered?
Content
• The Event Brief• Factors influencing the proposal• The Look and Feel• Planning the Event• Marketing the Event• Running the Event• Post Event
About The Event Brief
• Key Objectives / Performance Indicators• Source of Information• List of Requirements / Specifications• Details of the Event
THE EVENT BRIEFWhat does it contain and how can it help?
If you are providing the brief
• Provide as much information as possible– May change throughout the course
• Clear and concise requirements• Main Objective• List of Specifications and Requirements
If you are receiving the brief
• Understand the brief as much as possible• Ask questions• Look for hidden points• Any existing campaigns/ideas/concepts?• Any similar past events?
After receiving the brief
• Analyze the brief• Conceptualize and brainstorm• Drive home the key message using the
event
8 DAYS 1000TH COVER ISSUE LAUNCH
Case Study
The Event Brief
• Objective: To launch the 1000th Cover Issue of 8 Days
• Location: Iluma Bugis (now known as Bugis+)
• Type of Event: Exhibition and Roadshow
The Analysis
• 8 Days is an essential Home Entertainment Magazine
• Entertained in some point of their lives• Reminisce about the past; Look forward to
the future
The Idea
• Create a Home Environment• Showcase previous 999 covers• Open and clean concept
The Outcome
• Visitors recalled articles in issues• “8 Days, Your Essential Home
Entertainment Guide”• Eyeball and Recall Factor
Factors influencing the proposalWhat to propose?
Theming your event
• Drives home key message• Creates consistency for the event• Higher recall factor for participants
M1 DEALER NIGHT 2014/ LG OPTIMUS BLACK & OPTIMUS 2X LAUNCH
Case Study
M1 Dealers’ Nite 2014
The Brief:
• Objective: To create a Dinner and Dance to appreciate the dealers of M1 for their continuous support
• Create a theme for the event
LG Optimus Black and Optimus 2X Launch
The Brief:
• Objective: To create a launch event for 2 new mobile phones from LG
• Create a theme to link the entire event for the media
Characteristics of your Audience
• Key factor in certain decisions• Types of Audience
– General Public– Targeted Group– Special Interest Groups– Closed Door Groups
• Determine activities, venue, programme, etc.
HUAWEI MEDIA & PARTNERS’ LAUNCH
Case Study
Huawei Event Launch
The Brief:
• Objective: To Launch a New Series of Devices from Huawei
• Target Audience: Media and Industry Partners
• Number of Guests: 80
The Analysis
• New and Interesting Venue• Theme to link to previous Media Event;
“We Have Arrived”• Interesting concept and theme
What We Did
• Theme: “The Journey Continues with Huawei”
• Centered around a aeroplane journey• Selected Ion Sky as venue
– Location– Uniqueness– Blends with Theme
The Outcome
• High Recall Factor– Past Media Event– Existing Media Event
• Extensive coverage of event online
Venue Choices
• Purpose of Event• Target Audience• Accessibility• Functionality / Layout• Cost
SONY ERICSSON XPERIENCE XPERIA XCLUSIVELY MEDIA EVENT
Case Study
Sony Ericsson Xperia Launch
The Brief:
• Objective: To launch the Sony Ericsson Xperia Arc, Neo and Play to the Media
• Target Audience: Media Personnel• Key Activity: To highlight the Unique
Selling Points through a memorable and engaging event
The Analysis
• Needed different areas to showcase different phones
• Ample parking spaces for media• Location that is able to offer finger foods /
snacks and drinks
What We Did
• SOHO Apartment– Created a treasure hunt game– Highlighted the slimness of the Xperia Arc
• Disco– Created a photography competition– Highlighted the low light photo taking ability of the
Xperia Neo• Gaming Area
– Created a One-on-One Gaming Area– Allowed guests to experience the Xperia Play
Venue Proposed
• House @ Dempsey• Easily identified by media• Different rooms available to exclusively
highlight USPs of each phone
Visuals and Artist Impressions
• Ensure look and feel is– Suitable for Event– Aligned to Corporate Identity
• Space and resource planning
THE LOOK AND FEELThe Visuals and Activities of the Event
SONY XPERIA GO & ACRO S LAUNCH
Case Study
The Brief
• To run a series of activities or events to increase visibility and awareness of Sony Xperia brand
• To create awareness on our new Xperia water resistant phone
• To encourage public to experience our new Xperia water-resistant phones
Event Activities
M1 @ PC SHOW 2015
Case Study
The Event
The Timeline
Date Description Person(s) Involved
4/6/2015 – 7/6/2015
Event Date All
2/6/2015 – 3/6/2015
Setup Period Essential Werkz Pte Ltd
23/5/2015 – 24/5/2015
Checking of Prints Essential Werkz Pte Ltd
11/5/2012 Confirmation of Colour Proof All
15/5/2012 Submission of Final Artwork M1
8/5/2012 Submission of Blueprints Essential Werlz Pte Ltd
6/5/2012 Submission of all orders to Organizers
Essential Werkz Pte Ltd
2/5/2012 Finalization of layout plan M1
15/4/2012 Submission of show requirements M1
2/4/2012 Project Meeting All
The Gantt Chart
Division of Tasks
• Enables clear definition of tasks• Each team member has a role• Utilizes on strength or job scope of
individual
The Event
NESTLE DOLCE GUSTO ROADSHOW
Case Study
The Brief:
• Objective: To launch the LG Secret phone to industry partners
• Audience: Industry Partners from the Telecommunications Industry
Nestle Dolce Gusto Roadshow
Activities / Performances / Ideas
• Emphasize the theme of the event• Involve the Audience
– Higher recall factor
LG SECRET LAUNCH
Case Study
What We Did
• Centered around Secret Agents• Planted actors with real guns amongst
Audience• Actors pretend to hold hostage of guests
and host to hijack the phone• Director of LG Singapore rescues the day
by killing the bad guys
PLANNING AND EXECUTIONTools to plan and execute an event
Timeline
• Critical to the execution of Event• Detailed milestones and deadlines• Enables contingency and reaction time
during the run up• Client and Vendors understand
requirements and responsibilities in detail• Work backwards from event date
SINGAPORE OPEN INVITATIONAL KARATE COMPETITION AND DINNER
Case Study
The Brief:
• Objective: Manage the International Karate Competition and Dinner
• Scope includes:– Management of VIP– Timekeeping for Competition– Management of Officials, Participants and
Staff– Management of Dinner and Dance
Singapore Open Invitational Karate Competition and Dinner
Task ListNo. Item Person In Charge
Pre-Event
1 Logistical Arrangements Logistics Supervisor
2 Timeline Event Executive
3 Sourcing of Performers / Emcee Event Executive
4 Liaison with Organizing Committee / Hotel Event Manager
Event Day
5 Management of Sound Technician Event Executive
6 Time Keeper Project Coordinator
7 Performers / Emcee Liaison Event Executive
8 Overall Management of Event Event Manager
Contingency Plans
• Ensures smooth running of event regardless of– Act of God– Last Minute Changes– Cancellations– Unforeseen Changes to Environment
• Murphy’s Law: What will go wrong will definitely go wrong
SONY ERICSSON VIVIAZ ACTIVATION
Case Study
Programme Timeline
• Ensures event runs on time• Ensures that performers/speakers arrive
on time• Smooth execution of the event
Contingency Plans
• Rain– Take Shelter– Execute Activation at Sheltered Areas
• Battery life– Keep spare batteries and charger in a parked
vehicle near location• Prevention by authorities
– Alternative locations identified
WONDERGIRLS / WONG LEE HOM SHOWCASE
Case Study
Wondergirls Appearances
The Brief:
• Objective: To schedule appearances of Wondergirls at SingTel ComCentre, M1 Paragon, Starhub Plaza Singapura and Iluma Bugis over a 4 hour period
• Requirements:– Transportation– Crowd Control– Artist Management
Lee Hom Appearance
The Brief:
• Objective: To schedule a 1 day stop over appearance at Clarke Quay, Novena Square and Golden Village Vivocity for movie promotion
• Requirements:– Transportation– Crowd Control– Artist Management
Why is Timeline Important
• Showcase at various locations within a day– Allows control of the event– Provides contingency plans– Standby for arrival and departure– Crowd Control measure
• Ensures appearances are on time– Media Coverage– Fans Appearance
MARKETING THE EVENTSWhy is it important to market your own event?
Importance of Marketing your Event
• Lets people know about your event• Ability to leave an impression• Attract crowd; increase chances of
reaching key target objective
Ways to Market Events
• Social Media– Tie in activities with social media
• Traditional Media– Public Relations, Electronic Mailers,
Advertisements• Smartphone / Tablet Applications
Other Media
• Radio Interview on Capital 95.8FM• Articles on Today, Sin Ming Daily News,
MyPaper• Online Articles on Today Online, Channel
News Asia Online, Cnet Asia, Associated Press, Yahoo News, etc.
Effects of Public Relations
• Non-solicited coverage of phones around the region
• Increased enquiries of phones during CommunicAsia 2012 with enquiries ranging from distributorship to sales
Smartphone / Tablet Apps
• Singapore MICE Forum 2012• App allows participants to interact with
each other• Interaction can carry on after event to
allow networking
SMF2012 App
Effects of App
• Participants able to interact with each other during and after the forum
• Reduces barrier of networking• Added incentive for event as participants
are able to network with a wider group of people
Running the Event
• Always be on your toes• Anticipate problems before they arise• Give solutions, not problems• Flexibility is key• Remember, The Show Must Go On!
RUNNING THE EVENTManaging and Executing
The Brief
• Objective: To plan a launch event for the iPhone 5
• Requirements– Launch Countdown– Crowd Control– Goodie Bags
M1 IPHONE 5 LAUNCH
Case Study
M1 NATIONWIDE 4G LAUNCH
Case Study
The Brief:
• Objective: To plan a launch event for M1’s Nationwide 4G Network
• Requirements– 2 “Mini Launches” and 1 “Main Launch”– To showcase to the public the potential of 4G
• Faster Streaming of Movies and Music on Mobile Devices
– Create hype and awareness of the event
M1 Nationwide 4g Launch
What We Did
• Created an event whereby movie characters and a well-known band “emerges” from a “tablet”
• To showcase the faster streaming of movies and music using the 4G network
• Movie characters to walk down Orchard Road to draw hype and eyeball with talents with balloons to flood the place with orange
POST EVENTPost Event Review
Problems and Issues
• Each Event = New and Unique Problems and Issues
• Anticipate Potential Problems and Issues• Mission Focused: The Event needs to be
completed
A*STAR FAMILY DAY
Case Study
Problems and Issues Faced
• Limited setup and recovery time– 2 hours for setup; 1 hour for recovery
• Limited time for execution of event– Had to be done before Universal Studios
Opens to public• Higher than expected turn out / Venue did
not restrict entry– Created bottle neck at redemption
Resolution
• Increased manpower to cope with limited time
• Stopped Redemption before event– Created new redemption area away from
venue• Assistance from venue for crowd control
Evaluation of the Event
• Objective Achieved?• Different forms of measures
– Sales– Brand Awareness– Recall Factor
• What tools to measure?– Especially for intangible returns
GARENA CARNIVAL 2014
SINGAPORE TURF CLUB – TURF BELLE
MIS DINNER AND DANCE 2014
THANK YOU
92
This proposal and all its contents are strictly private and confidential. All information and views expressed are property of Essential Werkz Pte Ltd. No part of this proposal may be replicated or disclosed without the prior agreement of Essential Werkz Pte Ltd.
Roger Wang +65 9858 1232(HP) [email protected]
31 BUKIT BATOK CRESCENT #01-08 THE SPLENDOUR SINGAPORE 658070TEL: +65 6289 8852 FAX: +65 6289 5546
http://www.essentialwerkz.com
Wei Seng, Roger Wang
http://www.facebook.com/essentialwerkz http://www.youtube.com/essentialwerkz