Event Management for Idea and Methodology †MyAssignmenthelp.com

Question: Discuss about theEvent Management for Idea and Methodology. Answer: Introduction Background Event management has become widely popular in different parts of the world due to its success as a marketing tool and in attracting large numbers of people. Event management consists of different aspects and the organisers have to take in consideration all these aspects to make an event successful. Since large numbers of people gather to enjoy an event, the experience of each and every person differs due to the cultural background, the preferences and other factors. Few factors in an event provide best experience and few gives worst experiences. Only experiencing an event is not enough but to provide a reflection over the event is essential. Reflection over an event helps in getting an overall idea of the event by other individuals who did not attend the event. Best experiences about an event encourage others to attend the event in future (Glow and Caust, 2010). Different factors work simultaneously behind attending an event by individuals. One of the factors is the motivation. Adela ide Fringe is such an event which has been attended by me recently. I have gathered huge experience from the event and in the present report a reflection has been presented. The present report will illustrate the details of the event and the marketing strategies of the event. Next the best experience and the worst experience from the event has also been described. Aim of the Report The main aim behind the report is to depict the experience gathered by me from the event Adelaide Fringe in Adelaide, South Australia. It will also help me to describe the purpose of attending the event and whether the purpose has been fulfilled or not. This will also help in taking decision whether to attend the event in the future or not by those people who were not present in the event. Description of the Event The name of the event is the Adelaide Fringe. This is considered to be the second largest festival in the world. This is mainly a festival of arts which is attended by large numbers of artists in every year. This event was first started in the year 1960 and it takes place every year on the month of February and March (Caust and Glow, 2011). The duration of the event is of 31 days. More than 5000 artists across the Australia take part in the event. In this Adelaide Fringe festival nearly 1100 events take place at different venues. In Adelaide Fringe festival large number of events such as the comedy show, cabaret, theatre, film and different interactive events take place. All these events are world class. More than 1.5 million participants visit the event every year and the present year is not an exception. These events have open access to all individuals and are an open platform to display their talent in front of large numbers of people. This provides an artistic platform to large n umbers of artists. Goals and Mission of Adelaide Fringe Adelaide Fringe has different goals and this festival has been able to fulfil the demand of people since long time and these are as follows: The primary goal of the event is to attract large number of talented artists to fulfil the satisfaction level of audiences. To attract as many visitors as possible at different venues To make audiences astonished and wow by the quality of event and enhance its discussion throughout the world (Allen et al., 2012). To make the financial base strong to improve the quality in the future. To get success in event organisaition and increase flexibility in the business. Marketing Strategies Marketing plays an important role in gaining popularity among people. The marketing techniques differ from one event to another. There are different marketing strategies which are adopted by event organisers and the success of the event depends on the selection of right kind of strategies. Since it is the primary objective of most of the event organisers is to attract maximum numbers of the customers in the event by adopting the most suitable marketing strategy (Lee et al., 2008). One of such festival is the Adelaide Fringe and it organises large numbers of events in the month of February and March. One of the most suitable marketing techniques is the marketing positioning, the market segmentation and targeting key markets. In case of the Adelaide Fringe festivals the main marketing strategy is the market positioning, segmentation and the targeting. In case of market positioning the main objective is to increase the popularity of these events among people. To achieve this, organisers take the help of rigorous advertisement at different places. The open platform which is one of the important features helps in attracting large numbers of visitors. The prices of events are also set in such a manner that people from different sections can attend in these events. Since, large numbers of events take place in the Adelaide Fringe, people from different age group can attend these events. The market segmentation is done on the basis of the demographic factors, the geographical factors and also behavioural factors. There were large numbers of cultural events, entertainments and rides for children. Therefore few events were suitable for children and others for people belonging to middle and elderly age group (Van d er Wagen, 2010). Finally event organisers also provided importance on targeting a section of people and this is essential for the setting event according to their preferences. Another marketing tool is the motivation and the motivational factor that works for visitor to attend the event is the environment that it provides to its visitors. People will surely gather some experiences those will be cherished by them to bring changes in their monotonous life. The atmosphere of the festival was favourable to attract large numbers of visitors from different parts of Adelaide. The facilities and convenience available at the event venues also acts as the motivational factor. Best Experience Visiting the Adelaide Fringe, I gathered different kinds of experiences which I am still cherishing. My best experience in the event is the opportunity to watch comedy show, which is very popular in this event. The name of the comedy show was Man of the Hour. The performer in the show was Merrick Watts who has gained large popularity in the recent years. I had the great desire to watch the show live. Before this event there were more than one opportunity to watch the show but unfortunately I could not attend. This time I did not want to lose the opportunity (Morgan, 2008). In this comedy show Merrick Watts made the show memorable for me. Therefore, this has become my best experience out of other experiences in the event. After the end of the event I was also fortunate enough to get the autograph. Nice arrangements were made by the event organisers. From the entry into the musical show to the exit from the show, all were organised perfectly. The seating arrangement, performance of mus ical band, the stage decoration and ambience, all made the event successful. Worst Experience I have also one worst experience and that has made me upset after getting out of the comedy show. The crowd was so huge that it was impossible to tackle them in an effective manner. The crowd management is one of the most important parts of event management. Though the organiser made enough arrangements for crowd management, but the crowd was beyond the expectation of the event organiser. This resulted in the crowd mismanagement. After the end of the show the rush was so high and the situation became so chaotic, that I lost my wallet. This made my whole plan disrupted. I could not enter in to other entertainment shows due to the lack of money. I also informed the customer care department, but I could not get my wallet back. This could be handled with the help of more numbers of volunteers and trained crowd control team. SWOT Analysis Analysing the internal and external environment in case of an event is imperative from the point of view of an event organiser. The environmental analysis helps in identifying various factors which help in improving the overall performance of the event (Jones, 2014). One of the tools is the SWOT analysis. It includes the Strengths, weakness, opportunity and threats in relation to the event. The SWOT analysis has been done below: Strengths: Popularity: The main strength of the event is its popularity among large numbers of people in Adelaide and also across the world. Popularity of any event helps in attracting huge gathering without taking the help of less marketing strategies. Number of Events: Large numbers of events take place in Adelaide Fringe and it is an open platform to display the art of different artists. Huge Gathering: Large numbers of visitors from different parts of the Adelaide and other parts of the world attend these events (Cravens and Piercy, 2006). Festival time: The time of festival is also very conducive for attracting large number of visitors. The pleasant weather allows people to enjoy the event thoroughly. Weaknesses Venues: since these events take place at different parts of the Adelaide, therefore it is difficult to avail all events by people. Crowd Management: Due to huge gathering it sometimes becomes difficult to manage crowd at the event venue. This sometimes makes a negative impact on the mind set of people. Costly Events: Since few events are popular due the popularity of an artist, people from different section of the society cannot afford these events due to its high price. Opportunities New talents: Large numbers of new artists get the opportunity to display their talent in front of large section of people. This will also act as an opportunity for the event to increase its popularity Profit: These events help in gaining large profit due to the demand of these events by people from different parts of Adelaide. Sponsorship: Since large numbers of people gather at the event venue, therefore different entrepreneurs and organisations provide sponsorship to make people aware of their products. This acts a financial source to organise these events in an effective manner (Ghazinoory et al., 2007). Food Stalls: Varieties of food stalls attract people from different age group. These food stalls get the opportunity to promote their food products among people. This fulfils the purpose of both food vendors as well as the event organisers. Threats Competition: there are large numbers of other events which are organised by other event organisers in Adelaide and these acts as competitors for Adelaide Fringe. Transportation: It becomes difficult for people to attend the venue due to large distance from one event venue to another. Due to limited public transport system it becomes difficult to reach the event place for few sections of society (Pahl and Richter, 2007). In case of few expensive events the ticket price set by the event organisers are high enough to discourage people to attend these events and affects the competitiveness of the event. Recommendations My overall experience in the event was mixed. Organisers made large effort to make the ambience beautiful and charming. Due to few reasons I think the situation can be improved in the future. Few recommendations in this regards are as follows: The crowd management must be improved significantly. Since the crowd is increasing day by day, it is important to tackle them with the help of effective crowd control team. This will help in reducing the chaos due to the huge gathering at the event venue. The whole area must be under CCTV surveillance, so that any unwanted events can be handled easily. Though the comedy show gave me high level of satisfaction, but more numbers of shows have to be incorporated to attract customers from different age group and cultural background (Morgan, 2008). To improve the popularity of these events it is important to take the help of more rigorous advertisement and promotional strategies. Proper transportation system has to be arranged for those people who are coming from far away. This will also act as a motivational factor behind increasing the number of visitors in the event. Conclusion From the above report it can be concluded that the Adelaide Fringe is one of worldwide most popular event. It has gained popularity due to its few unique features. People not only from Adelaide but also from different parts of the world come to enjoy this festival season in Australia. I have also visited this event this year. On the basis of my own experience it can be said that various marketing strategies and motivational techniques work behind attracting visitors in any event. In case of Adelaide Fringe the most important marketing strategy was the market segmentation and target market. The show which I visited was a comedy show and it gave me mixed experience (Caust and Glow, 2011). The crowd was so large that it was beyond the capability of the crowd management team to handle any unwanted situation. This situation has to be improved immediately. Beside this the public transportation system also acts as a barrier for people coming from far distance. This issue also has to be addr essed. References Allen, J., O'toole, W., Harris, R., McDonnell, I. (2012).Festival and Special Event Management, Google eBook. John Wiley Sons. Caust, J., Glow, H. (2011). Festivals, Artists and Entrepreneurialism: The Role of the Adelaide Fringe Festival.International Journal of Event Management Research,6(2), 1-14. Cravens, D. W., Piercy, N. (2006).Strategic marketing(Vol. 7). New York: McGraw-Hill. Ghazinoory, S., Esmail Zadeh, A., Memariani, A. (2007). Fuzzy SWOT analysis.Journal of Intelligent Fuzzy Systems,18(1), 99-108. Glow, H., Caust, J. (2010).Valuing Participation: Artists and the Adelaide Fringe Festival(Doctoral dissertation, Common Ground). Jones, M. (2014).Sustainable event management: A practical guide. Routledge. Lee, Y., Lee, C., Lee, S. Babin, B. J 2008, Festivalscapes and patrons emotions, satisfaction and loyalty, Journal of Business Research, Vol. 61, No. 1, pp. 56-64 Morgan, M. (2008). What makes a good festival? Understanding the event experience.Event Management,12(2), 81-93. Pahl, N., Richter, A. (2007).SWOT analysis: Idea, methodology and a practical approach(pp. 3-4). Grin Verlag. Van der Wagen, L. (2010).Event management. Pearson Higher Education AU.