会展管理五(英文版).pptVIP

CHAPTER 05 Conceptualising the Event Prepared by Thomas Keily Learning Objectives Identify the range of stakeholders in an event Describe and balance the overlapping and sometimes conflicting needs of stakeholders Describe the different types of host organisations for events Discuss trends and issues in Australian society that affect events Understand how to engage sponsors as partners in events Understand the role of the media in events Identify the unique elements and resources of an event Understand the process of developing an event concept Understand the importance of designing the event experience Apply the screening process to evaluatethe feasibility of an event concept Learning Objectives Stakeholders in events People and organisations with a legitimate interest in the outcomes of the event are called stakeholders An event manager must be able to identify the range of stakeholders An event’s success depends on the event manager balancing the expectations and needs of the various stakeholders Stakeholders in events Figure 5.1 The relationship of stakeholders to events The host organisation Government sector – event corporations, public space authorities and government departments involved in the promotion and delivery of services Corporate sector - companies and corporations promoting goods and services Community sector - special interest clubs and societies Current social trends and issues Climate change and sustainability Globalisation and events The impact of technology and the Internet Involving the host community Public authorities and their role Managing word of mouth The host community Enormous increase in sponsorship in recent decades Sponsorship is now viewed as primary promotional tool in an event’s marketing mix Successful events can increase brand awareness and sales for sponsors Sponsors as partners in events Creating win/win marketing campaigns Sponsors The impact of new technologies on the media The globalisation of the media The impact