As stated by Jones (2017), events have become an integral part of the landscape of the contemporary business world and it is seen that the business corporations actively take the help of different kinds of events for promoting the products or services offered by them, for cascading important information to their stakeholders and others. Mallen and Adams (2017) are of the viewpoint that an important purpose which the different business events serve can be attributed to the fact that they help the business corporations to launch their new products amidst their stakeholders and the media which forms an integral part of the business events. For instance, it had been seen that the different beauty product manufacturing corporations are taking the help of events for the launch of their new beauty products.
Adding to this, Kavanagh, Rochford and Bussa (2015) have noted that the launch of new beauty products at various events helps the corporations to effectively promote their products and thereby ensure the success of their products. However, at the same time it needs to be said that the corporations need to take into various factors for the organization of these events like the selection of the right venue, identification of the risk associated with the same, formulation of adequate objectives, vision and mission statement, designing of adequate organizational structure for the event and others (Getz 2018). In addition to these, the corporations also need to take the help of adequate event evaluation techniques for the evaluation of the success that they have been able to get through the events. The purpose of this paper is to formulate an event planning report for a corporation which intends to organize an event for the launch of its new beauty product.
This paper will begin with an industry environment audit which will highlight the different kinds of events that are commonly being used by the business corporations. Secondly, an introduction to the event which will be organized had been offered followed by the vision and the mission statements of the same along with its objectives. Next, the theme, entertainment programs which will a part of the concerned event had also been discussed along with the organizational structure that would be followed for the organization of the concerned event. In addition to these, the paper will also outline the screening process which will be used for the organization of the event along with the manner in which the WBS will be used for the planning of the event. More importantly, adequate information will also be offered related to the usage of financial planning, venue selection, marketing strategy, risk management and finally the event evaluation process which will be used for the concerned event.
Armbrecht, Lundberg and Andersson (2019) are of the viewpoint that the prominence that the events hold within the landscape of the business world becomes apparent from the fact that different kinds of events which have gained popularity within the spectrum of the contemporary business world. Adding to this, Bouchon, Hussain and Konar (2017) have noted that in terms of size, there are four kinds of events, namely, mega events, hallmark events, major events and local/community events whereas in terms of content there are four major kinds of events, namely, leisure events, cultural events, personal events and organizational events. In this connection, it needs to be said that the mega events are those which are being organized at an international level generally by a special authority and are often considered to be one-time event (Berners 2018). Furthermore, they are generally being accompanied by large media coverage because of the significance as well as the size of the concerned events and profoundly impact the social, political, economic and other aspects of the host community or the nations by which it is being organized. Important examples of these kinds of events are the Fifa World Cup, Cricket World Cup and others (Yee 2017). On the other hand, the hallmark events are the ones which are being organized on a regular or one-off basis and include the different trade fairs, cultural expositions, sporting events and others (Wong, Rosenbaum and Liu 2015). In this connection, it needs to be said that an important purpose of the hallmark events is to enhance the tourism prospects of the host community or the host nation wherein it is being organized. The major events are generally being organized at the national or the state level and just like the hallmark events or the mega events they are also being accompanied by extensive media coverage (Gration et al. 2016). However, at the same time it is seen that these events generally exceed the design or the operations limits of the other kinds of events and therefore are generally being used by the different business corporations for the attainment of their various ends. Lastly, the local or the community events are the ones which are being organized at the local or the community levels and thereby do not get extensive media coverage (Coghlan and Mair 2018). Furthermore, they are mainly concerned with the things or the aspects which are of great importance for the community in which it is being organized.
Fletcher and Bostock (2019) are of the viewpoint that the leisure events are the ones which are being organized for the purpose of helping the individuals to use their leisure or free-time fruitfully. These kind of events generally includes the different sporting events, recreational events and other similar ones. In contrast to these, the cultural events are the ones which are being designed to specifically highlight or for that matter to showcase the cultural heritage or the cultural richness of a particular culture (Kim and Cuskelly 2017). On the other hand, the personal events are the ones which are being organized by individuals to celebrate or commemorate different important events in their life like birthdays, marriage, anniversaries and others. Lastly, the organizational or the corporate events are the ones wherein the business corporations undertake the launch of their new products or services, promote their organization, undertake interaction with their stakeholders, undertake networking with their stakeholders and the other important individuals who are related to their organization and others (Hawkins and Bonney 2019).
As stated by Jones (2017), an important reason for the organization of these events can be attributed to the fact that they not only positively affect the social, political, economic, environmental and other aspects of the places where they are being organized but also help the individuals or the corporations organizing the same to attain their goal as well. For instance, the organization of a new product launch event not only helps the corporation to adequately promote the new product launched by it but also the host community wherein it is being organized is able to derive significant benefit from the same (Gration et al. 2016). More importantly, the local community is being able to get adequate media coverage which in turn also helps in the development or the growth of the community (Michopoulou and Giuliano 2018). As a matter of fact, it had been seen that if any significant event is being organized at an art gallery or a museum and if the same receives extensive media coverage then this enhances the number of visitors that the concerned gallery or the museum gets post the event. Thus, it can be said that both the organizers of the events and also the host community are being able to derive various kinds of benefits through the events.
The event for the launch of a new product would be organized at an art gallery in London on 10th December, 2019 at 11 A.M. In this regard, it needs to be said that the event under discussion here would focus solely on the launch as well as the promotion of a new beauty product so as to cascade adequate information to the people regarding the same. The concerned beauty product is intended to cure the acne which the teenagers and even the individuals in their middle ages commonly get not only on their face but also on the other parts of their body as well. As a matter of fact, it is seen that acne is an important problem that almost all the teenagers commonly face and in the absence of any effective remedy for the cure of the same they are often confused regarding the beauty products that they need to use for the cure of the same. It is this particular issue faced by the people that the new beauty product will seek to help them to overcome. More importantly, the beauty product under discussion here is completely natural and thus the consumers or for that matter the users of the same do not have to worry about the side-effects of the usage of the same.
Getz and Page (2016) are of the viewpoint that the vision statement of a corporation is its road map which in turn indicates the goals or the objectives that the concerned corporation wants to achieve by “setting a defined direction for the corporation’s growth”. Adding to this, Jackson and Angliss (2017) have noted that the vision statement of a corporation is often being used as a guide by the managers or the leaders of the concerned corporation for the purpose of making the important decisions of the corporation. More importantly, it had been seen that the vision statement of the different business corporations hardly or for that matter rarely undergo any substantial change during the entire lifetime of the concerned corporations and it is generally being formulated by the founding fathers of the corporations itself (Bouchon, Hussain and Konar 2017). The vision statement of the corporation which is organizing the event for the launch of its new beauty product is “To be the most influential natural beauty product company of the world”. As a matter of fact, it is seen that the new beauty product which is being launched is intended to help the corporation to achieve this vision that had been outlined by the founding fathers of the concerned corporation.
As discussed by Wong, Rosenbaum and Liu (2015), a mission statement is generally a short statement which highlights the reason for which the concerned organization exists, the nature or the kind of products or services offered by it, the customer base that it focuses upon, the social responsibility of the organization and other important attributes of the same. Adding to this, Hawkins and Bonney (2019) have noted that the mission statement not only helps the corporations to make important decisions but also helps them to determine the strategic direction that the concerned corporation needs to follow. The mission statement of the corporation which is organizing the event for the launch of its new beauty product is “To expand our knowledge in natural skin care, create exceptional products, educate and give back to the community… worldwide”. In this regard, it needs to be said that the new beauty product which would be launched by the concerned corporation is in aligned with its mission statement and also intended to help the corporation to achieve the same.
Armbrecht, Lundberg and Andersson (2019) are of the viewpoint that the primary purpose because of which the business corporations set different objectives is to formulate guidelines or for that matter the goals that they need to achieve as a corporation or through the products which are being launched by them. Adding to this, Coghlan and Mair (2018) have noted that it is for the achievement of the objectives set by the business corporations that the different strategies or the tactics are being used by them. In the particular context of the event under discussion here the objectives that it would focus upon are listed below-
The theme of the concerned event would be the need on the part of the individuals to maintain adequate beauty standards by looking beautiful and it is because of this particular theme that an art gallery had been selected for the launch of the product. This can be explained on the basis of the fact that seeing the paintings depicting beautiful people, the potential customers would feel the need to become beautiful themselves which in turn would influence them to use the concerned product. In addition to these, the event would also comprise of numerous entertainment programs like beauty related quizzes, programs wherein the visitors would be asked to try the new product, video presentations wherein the visitors would be shown the results that the corporation was able to get during the development of the product and others. In this relation, it needs to be said that the theme and the entertainment programs are intended to help the corporation achieve the objectives that it had formulated related to the concerned event.
Fletcher and Bostock (2019) are of the viewpoint that the organizational structures which are being followed within the spectrum of the different business corporations, namely, functional structure, entrepreneurial structure, matrix structure and the divisional structure are even perceptible within the teams responsible for organizing the events as well. For instance, the entrepreneurial structure is the one wherein important decisions are being made by only one or two members of the team whereas the functional structure is the one wherein the team is divided into smaller units on the basis of the work that each member of the team performs (Gration et al. 2016). The divisional structure is the one wherein two major divisions are prominent on the basis of the manner in which the team had been designed and the matrix structure is the one wherein the team relationships can be identified by grids or matrixes (Mallen and Adams 2017). In this regard, it needs to be said that the functional structure would be used within the event team entrusted with the organization of this event. This will facilitate the effective organization of the event through the allocation of the tasks to the individuals who are the most competent for performing the same.
Wong, Rosenbaum and Liu (2015) are of the viewpoint that the success of the events greatly depends on the effectiveness with which the different aspects of the same, like the marketing plan, operations plan, financial plan and others were formulated during the planning stage. Adding to this, Getz and Page (2016) have noted that the event director during the planning stage needs to come up with multiple marketing, financial and operations plan for the organization of the event and then conduct a feasibility analysis or screening to determine the marketing plan, financial plan and the operations plan which would be best suited to the event that they are organizing. In this regard, it needs to be said that this method of screening will even be followed in the particular context of the event under discussion here. For instance, initially the event director would formulate atleast three marketing, financial and operations plans and depending on the results of the feasibility analysis they would be screened.
Michopoulou and Giuliano (2018) are of the viewpoint that the use of Work Breakdown Structures and Gantt charts helps in adequately planning the different aspects or the activities related to the events and also the time that needs to be allocated for the completion of each of the tasks. Furthermore, it also helps in identifying the tasks or the activities which needs to be completed first and also the ones which can be completed in conjugation with others (Jackson and Angliss 2017). Thus, it can be said that the effective usage of Work Breakdown Structures and Gantt charts helps in saving valuable resources as well as time by facilitating adequate planning and its executive. These in turn substantially contribute towards the success of the events and they would be used for the organization of the event under discussion here.
As stated by Jones (2017), the effective usage of the process of financial planning helps the corporations to determine the amount of capital that would be needed for the organization of the events. Furthermore, it also helps the corporations to determine the capital that would be needed for each of the tasks or the activities that are related to the event and thereby the corporations have the option to optimally utilize the financial resources that they spend on these activities (Getz and Page 2016). Thus, it can be said that the adequate usage of the tool of financial planning helps the wastage of the financial resources of the corporations by promoting the optimal utilization of the same. In this relation, it needs to be said that there are various funding options that are generally being used for the organization of the events like crowd-funding (capital raised from the crowd), advance ticket sales, angel investors (an investor invests the required capital) and others (Yee 2017). In the particular context of the event under discussion here, the funding option of advance ticket sales would be used. This will not only help the corporation to get the capital needed for the organization but also help it to control the number of people apart from the guests that the corporation itself had invited would be present in the event. Furthermore, the event would be covered by the media which in turn would ensure the fact that the people would be able to see the event online and over television.
As per the location selection theory, the corporations generally select the locations which are likely to maximize their own self-interest (Wong, Rosenbaum and Liu 2015). This theory had been followed for the selection of the location for the organization of the event, that is, the art gallery. In this regard, it needs to be said that initially two locations were selected and a feasibility analysis was then performed to identify the location which would be the best one for the event.
The target market for the event would be the teenagers of the city of London who face acne related issues. This target market had been selected since the teenagers are the ones who face related issues for the cure of which the beauty product had been designed. The corporation intends to use social media marketing strategy for the purpose of advertising about the product to the above mentioned target market.
Kavanagh, Rochford and Bussa (2015) are of the viewpoint that the process of risk management becomes important for events since it helps the event managers to identify the risks which the event is likely to face and thereby formulate adequate risk mitigation strategies. Furthermore, this also helps the event managers to rate all the risks and thereby devote resources for risk mitigation as per the rating of the risks (Gration et al. 2016). This in turn limits the wastage of resources and thereby ensures the success of the events. In this regard, the five step risk assessment process is an important one and is generally being used for the identification of the risks and also their treatment as (Kim and Cuskelly 2017).
The process of event evaluation is important since it helps the corporations to understand the extent to which they have been able to achieve the objectives with which they organized the event (Coghlan and Mair 2018). Furthermore, it is seen that the process of event evaluation is generally being conducted after the completion of the event. Survey-based evaluations, Post event meeting evaluation, Vox-pop evaluation and others are some of the most important measures which can be used for evaluating the success attained through the events (Hawkins and Bonney 2019). In the particular context of the event under discussion here, the method of Survey-based evaluations will be used since this will enable the corporation to understand the extent to which the event had been successful in creating awareness among the attendants regarding the new beauty product.
Conclusion
To conclude, the organization of events is a complex process and there are various factors which need to be taken into account for ensuring the success of the same. For instance, adequate marketing, financial and operations planning need to be done during the planning stage itself, to ensure the successful organization as well as the completion of the events. Furthermore, the constructs of feasibility analysis, risk assessment and others also needs to be used to ensure that the event is successful and is also being able to achieve the objectives with which it was organized.
References
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Berners, P., 2018. The Practical Guide to Managing Event Venues. Routledge.
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Coghlan, A. and Mair, J., 2018. Be More, Know More: An Evaluation of Students’ Learning in a Community Events Course. Event Management, 22(4), pp.583-594.
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Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events. Routledge.
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