Insights success the 10 best corporate event management companies oct 2017 by Insights Success Media

www.insightssuccess.in October 2017 The

10 Best Corporate

Dheeraj Waghray Co-founder & MD

management Companies

Eventing Future Imminent Event Management Technologies Shaping the Future

Transformation Transforming Course in Corporate Events and Conferences

Vikram Waghray Co-founder & CEO

Editor’s Pick Event Management: Some Management Issues To Be Tackled

Sphinx Adonis Events The Journey from a Football Club to a Successful GLOBAL services brand – “EVENTWALA”

Editorial

vent management begins with the process of creating a vision for the event and then seeing it through to execution. It involves developing and creating large scale events which may include conventions, conferences, concerts, trade shows, festivals, etc. It is an essential component of any business event as it is required to identify and target audience, formulate the event concept, plan the overall logistics of the event and conducting project management of the event as a whole. The leaders managing Corporate Events are transforming just as much as special events and turning up the volume on everything from decor to attendee engagement. Today, the corporations are working on new and exciting experiences for event attendees. The companies are now creating unique experiences that go beyond the everyday, from destination events to innovate decor and increased technology.

Corporate Event Management: A Prominent Ingredient for Any Business

Building a lasting impression on attendees is the key to continuous attendance growth and conference durability. These solitary venues conceive memorable experiences for all the attendees, and results in a win-win for both the attendees and the hosts. A conference is the ultimate marketing event for a company. Whether it's training or sales, corporations require planners to design events that build brand loyalty and advocates. Effectively branding an event builds employee spirit and morale that translates into more engaged employees. As with most event planning functions, event management requires excellent organizational skills to succeed. The ability to multitask and juggle many moving parts is essential and, along with that top-notch organization, comes the need for efďŹ cient time management skills. Being able to prioritize and stay on task is what leads to a successful event. The future of corporate event management is experiencing a tremendous change from head to toe. No longer are events just a series of cassettes, slide show of photographs and brown bag lunches. The way an event is executed has totally changed and the corporate event management companies are now introducing unique ways to maximize their attendees and make a memorable event for them.

Abhinav Chandrayan

Editor-in-Chief Pooja M. Bansal Senior Editor Ariana Lawrence Managing Editor Abhinav Chandrayan Co-Editor Sachin Bhandare Rajarshi Chatterjee Contributors Nikita, Ashwini Art & Design Director Amol Kamble Co-designer Shweta Ambilwade Picture Editor Alex Noel Art Editor Vanshika mittal Visualiser Shweta Shinde Business Development Manager Akansha Garewal Marketing Manager Dhruv Apte Business Development Executive Divya, Meera, Ashwini, Ajinkya Research Analyst David Circulation Manager Vivek Database Management Sharad Technology Consultant Swapnil Patil sales@insightssuccess.com

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Contents 20

Aiming to Deliver Bug Free Experiences

Articles 26 42

Editorâ&#x20AC;&#x2122;s Pick

Bold Marketing:

Ministry of Events:

The Flamboyant Showman of the Event Management Industry

Event Management: Some Management Issues To Be Tackled

Chalk Talk Event Management Trends that Aims to Change the Industry in India

Eventing Future Imminent Event Management Technologies Shaping the Future

28 22

Transformation Transforming Course in Corporate Events and Conferences

Prime Events and Conferences:

Providing End-to-End Solution to Make an Event Successful

RESOLVE Events & Promotions:

A One-Stop Shop for All Event Needs.. where Creativity Meets Passion

Re-Innovation

History of the Future

08 Sphinx Adonis Events: The Journey from a Football Club to a Successful GLOBAL services brand – “EVENTWALA”

Cxo standpoint

We Move or Get Moved – Our Purpose is not ‘Gap’ Fulﬁllment but to Facilitate ‘Evolution’

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Advancing Knowledge and Innovation in Event Management

he event management industry has grown exponentially in size and profile over the last decade. As it continues to grow, becoming an industry in its own right, distinct from the related fields of tourism, hospitality and sports, new areas of knowledge and demonstrated capacity for innovation has become increasingly important to facilitate the increasing number of strategic functions that events play. Core areas of the event management knowledge such as project management, risk management, logistics and financial management are rebalanced with new knowledge areas to ensure that the events industry is ready to adapt the global competition, the rapidly changing business environment and possible global challenges. The corporate event management industry too is driven by some of the creative brains, who are making this industry more innovate with the help of knowledge they have and because of whom we see this industry the way it is today. Here in the Insights Success magazine we take the privilege to introduce experienced professionals to scrutinize information in its special issue of “The 10 Best Corporate Event Management Companies”. As our cover story we have, Sphinx Adonis Events, an Events & Entertainment Management Company and a Specialist in Managing Facility Inaugural Ceremonies. Apart from this, we have highlighted one of the most creative and innovative event management companies, Bold Marketing, a 360° marketing and event solutions provider based in Pune, India, providing end to end Event Management, Employee Engagement Programs, Wedding Management etc., Ministry of Events, a prominent firm in the field of Event Management who has a fabulous track record of serving giants across the industry with its impressive event management services, Prime Events and Conferences, established to make an event successful in areas of Voice, Data and Video and provide the required technology to manage conferences and trade fairs, RESOLVE Events & Promotions, a one-stop shop which develops and implements all possible services for all event needs, Cineyug, India’s premier entertainment company that covers all aspects of the entertainment spectrum including Commercial Movie Production, Live Concerts and Arena Events, Frozen Apple Events, an event management company providing complete wedding & event packages in the capital with the hospitality tastes of Royal Rajasthan, India Exhibition Services, a trade show’s organizer offering corporate management, event management and exhibition services from Delhi, India. Panchhi Events, a leading Event Management and Production Company and a one-stop shop for all viable events, and Sound Spirit, an Event Management Company situated in Mumbai providing an assortment of creative ideas and uses current trends and styles for your setting. We also have CXO Standpoint on “History of the Future” by Sanjay Soni, Founder & Chief Knowledge Director of Incredible Design. Do not miss out on the articles on “Imminent Event Management Technologies Shaping the Future” and “Transforming Course in Corporate Events and Conferences” from the editorial desk. So, do flip the pages of our magazine to uncover the insights of creative Event Management Companies!

Cover Story Dheeraj Waghray Co-founder & MD

Vikram Waghray Co-founder & CEO

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Sphinx Adonis

E E

The Journey from a Football Club to a Successful GLOBAL services brand – “EVENTWALA”

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With us- no worry, no tension, no nightmares, and no surprises. You just enjoy your event!!

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Prime Minister Narendra Modi at the GE Inauguration Ceremony

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We help in building morale and camaraderie amongst one and all

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here are some people in the world who are born to be entrepreneurs. The ability to lead people fortunately is in actually their mindset. At a very young age they realize and identify their talent and implement the ideas accordingly. The thinking of owning a football club at a teenage is indeed appreciable, but taking that football club to a successful global event management company is

unimaginable and beyond our thinking. Two brothers, Dheeraj & Vikram have achieved this unimaginable thing in real life. Sphinx Adonis Events Pvt. Ltd. is one such Events & Entertainment Company which started as a football club and today it is strongly leading the event management industry with global presence. The Unpredictable Journey of Sphinx It all started around two decades ago. The die-hard football fans, both the brothers Dheeraj & Vikram owned a football club back in 1994 and the name Sphinx has been derived from the same club i.e. ‘Sphinx Football Club’. Post school, while they played for Maharashtra State, their immense love and dedication for the game was their motivation to start their own club under the PDFA, which in its maiden year progressed to the Second Division League. Owning a club without ﬁnancial resources was a big challenge, and to fund their initiative, Dheeraj & Vikram planned a fundraising event by

organizing an Inter Collegiate Fashion and Dance competition. And it clicked! The club raised funds and the brothers got an avenue for business. As the event management industry is growing rapidly, it is important to create a niche. One of the company’s main clients, who is global motorcycle manufacturer once quoted ‘To specialize one needs to sacrifice’. In 2003, Sphinx was renamed to ‘Sphinx Adonis Events (P) Ltd’ and sacrificed the business of promotions, activation, Bollywood promotions, IP properties, Lifestyle events and started focusing on managing factory inauguration events, LG Electronics being its very first client. A few years later – the same client, during their annual AGM mentioned to the shareholders that ‘Specialisation is the key to globalization’ – this stands true for Sphinx as being specialists of managing factory inauguration events. Sphinx has created a global footprint with the brand “EVENTWALA” with setting up wholly owned subsidiaries in Dubai for Middle East & Africa,

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We ensure work-life balance for our employees

Eventwala will work in the emerging markets of Middle East & Africa, neighboring countries of Sri Lanka, Nepal and Bangladesh. Sphinx’s key strategic priority is Global Growth and they continue to expand the Eventwala reach and expect that it will contribute 60% of their revenues. The company’s motto being ‘Go Global – Act Local’ makes them a true Indian multinational company in the event management domain. Responsibilities & Technical Expertise Every event needs superior planning and timely delivery of elements as required. These days event management companies are expected to provide complete turnkey solutions to the clients. From initial planning, to vendor resourcing, creative layouts, to project planning and implementation of the proposed plans is expected to be delivered by Sphinx. Eventwala has global resourcing platform which enables sourcing of the best available technologies from various parts of the world. With over 200 inaugurations to the company’s credit, consultancy to deliver the complex project is the biggest value that Eventwala puts on table for a client. The Two Master Blasters The born entrepreneurs and master blasters, Dheeraj & Vikram played football for the state and national level tournaments. The bind attachment for sports led them to start their own football club and thereafter the fund raising event for the club became the avenue for their business.

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Singapore for Asean and Sri Lanka for neighboring countries.

Right from the school days, they are known as the ‘Waghray Brothers’. Today, Dheeraj Waghray is the Co-Founder and Managing Director & Vikram Waghray is the Co-Founder and CEO of Sphinx Adonis Events & Eventwala. The Waghray Brothers believe in owner involvement in day to day business. This ensures effective planning and superior delivery of complex events. With over 20 years of experience in the industry, the brothers ensure that every project is meticulously planned and are involved in guiding their enthusiastic team to a successful implementation of the project. The roles & responsibilities of the brothers are also well defined. Dheeraj looks after emerging markets, setting up global footprint and planning for future, whereas Vikram leads the delivery model, ensuring existing client satisfaction and strengthening the local presence in global markets. The only job that Dheeraj & Vikram have done all their life is to manage events. The Most Successful Event Hosted by Sphinx Sphinx was entrusted with managing the ‘hi profile’ event of “Inauguration of GE’s Multi Nodal facility” at the hands of Hon’ble Prime Minister of India. This event was under the Make in India initiative of the Prime Minister’s Office and probably the first private factory inauguration by the PM. With an extensive planning and working that went over few months – the challenge was to start the setup and deliver the event within 12 days. With PMs final date confirmation coming just 2 weeks prior, Sphinx started working at the GE factory site the same night and handed EVENTWALA

At the inauguration ceremony of Panalpina World Transport in Dubai, UAE

“The prices per item have such large variation due to local constraints and regulations that it becomes impossible to make a benchmark and compare. Every market needs to be looked at differently keeping the working patterns, labor availability and issues in mind”, asserts the Waghray brothers.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, and Chairman, Dubai Aviation City Corporation, and His Excellency Khalifa Al Zafn, Executive Chairman, Dubai Aviation City Corporation and Dubai South,in the presence of Stefan Karlen, Chief Executive Ofcer, Panalpina World Transport. over the entire setup to the SPG, 2 days early. Managing a world class air conditioned tent set up along with sophisticated equipment of audio and video, adhering to the very high safety standards of GE and security protocols of the PM, this event was a challenging task for the company.

management scope. Today, clients demand specialists to cater to their requirements and Sphinx has beneﬁtted with the specialization they have taken up for over 12 years.

Another challenge according to Sphinx is to retain employees. After giving the employees global exposure, constant training, equipping them with the skills to maneuver in difﬁcult and emerging markets it’s very important to retain them to be able to grow the organization to the next level. Sphinx gives their best to ensure work life balance for their employees. Ensuring special attention to ones who matter, the company sends them for an international family holiday once in a year in order to keep the family involved and let them know that the organization cares.

Sphinx’s specialization in this line of work, the expertise & experience of their dedicated work force ensured World class delivery of this prestigious event – to the extent of satisfaction that the SPG termed this event experience as the top 3 events hosted for PM till date.

Sphinx’s specialization in a very niche sector makes them the unique player in this competitive industry. Also, the company is able to be a one stop solution for their clients on a global level. The company’s ability to provide this specialized service at any location worldwide with adherence to the corporate philosophy and adapting to the local cultural values makes them a solitary service provider.

A One-Stop Solution for Clients

Briskly Blowing Challenges

Sphinx’s greatest strength is their people and their team structure. They are lean and that helps them expand to areas as they desire to without adding too much of operating costs. Also their ability to adapt to local cultures where they operate in , be it Saudi Arabia in the middle east or Thailand in Asean region, it helps them to offer localized services to the customers.

Event management industry is fast growing and has many reputed and recognized players and unorganized as well. Since entry parameters to this business are not based on technical or ﬁnancial criteria – there is a lot of clutter with the bouquet of services that any agency offers under the event

The challenges faced by Sphinx are Procurement & Manpower. Shortlisting vendors, ﬁnalizing cost parameters, ﬁxing rate contracts in the different markets around the world has been a challenging task for their procurement teams.

Employee training is important for alignment to the company’s growth and vision. The bi-annual offsite meets held in countries like Thailand, Dubai, Sri Lanka and regional meets every quarter helps the team-bond go widen and together.

Sphinx’s Strengths & Future Vision

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We are a one-stop solution for the clients at global level

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The company’s HR policies are different and flexible. There is no defined time for coming to office, employees can take leaves as per their requirement without any pay cuts, and the company takes care of all F&B requirements from the time the employee arrives to work till day ends. Regular health checkups and adequate insurance policies are a part of the employee welfare benefits offered by the company. Going Global with Brand Eventwala With localized deliveries to the clients in countries like Saudi, Dubai & Kuwait in Middle East, Malaysia, Thailand, Indonesia in ASEAN region, Bangladesh, Nepal, Sri Lanka in neighboring countries, Eventwala has been able to showcase the commitment and delivery standards of Indian event services. Sphinx believes that ‘there will be soon a time when event managed by an Indian company will be the global standards of delivery in the events industry’. They say, “The ability of an Indian company to manage the last minute changes, on spot decisions, courage to take up multi tasks, guts to deliver the impossible, ability to deliver 24 x 7, adapt to rapidly developing technologies, makes us a preferred event partner in global markets.” The company is ready to provide efficient services to the Indian multinational companies across 6 continents and sooner Eventwala will have a service model where any Indian event company can deliver events in global locations using their platform. Eventwala has also forged partnerships with local agencies, large infra vendors and also created its own offices. It’s a mix of company owned offices and network partners helping Sphinx to have a global footprint. This indeed is Sphinx’s biggest offering to the global customers.

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Company Name

Management

Brief

Bold Marketing boldmarketing.in

Vinay Pawar & Rohit Jacob Co-founders

Bold Marketing is a 360° marketing and event solutions provider based in Pune, India, providing end to end Event Management, Turnkey Brand Activation Projects, Employee Engagement Programs, Wedding Management, Creative Design Services etc.

CINEYUG cineyug.com

Noureen Cineyug Director

Cineyug is India’s premier entertainment company that covers all aspects of the entertainment spectrum including Commercial Movie Production, Live Concerts and Arena Events, Large scale Award functions, Brand Management and Networking Events, Production of Television Software, Live TV shows and bespoke private events like Weddings.

Frozen Apple Events frozenappleevents.com

Sahil Thakur Founder & Director

Frozen Apple Events is a event management company providing complete wedding & event packages in the capital with the hospitality tastes of Royal Rajasthan.

Indian Exhibition Services ies-india.com

Swadesh Kumar CEO

India exhibition services, a trade shows organizer offers corporate management, event management and exhibition services from Delhi India. It is also known in International market as a exhibition organizing company from India.

Ministry of Events India moeindia.co.in

Thilak Mathivanan Founder & CEO Anushree Surana Co-founder

Ministry of Events is a prominent ﬁrm in the ﬁeld of Event Management who has a fabulous track record of serving giants across the industry with its impressive event management services.

Panchhi Events panchhievents.in

Rishabh Panchhi Founder & Director

Panchhi Events is a leading Event Management and Production Company and a one-stop shop for all viable events.

Prime Events and Conferences primeevents.co.in

Simha Shastry Director/Mentor

Prime Events and Conferences was established to make an event successful in areas of Voice, Data and Video and provide the required technology to manage conferences and trade fairs.

RESOLVE Events & Promotions resolveevents.in

Soubhanik Nanday Founder & MD

RESOLVE Events & Promotions (P) Ltd. is a one-stop shop which develops and implements all possible services for all event needs.

Soundspirit soundspirit.in

Jigar Shah Director

Sound Spirit is an Event Management Company situated in Mumbai provide an assortment of creative ideas and use current trends and styles for your setting.

Sphinx Adonis Events pvt ltd sphinxadonisworld.com

Dheeraj Waghray Co-founder & MD Vikram Waghray Co-founder & CEO

Sphinx Adonis Events Pvt Ltd is an Events & Entertainment Management Company and a Specialist in Managing Facility Inaugural Ceremonies.

Re-innovation

History of the Future

Sanjay Soni Founder & Chief Knowledge Director

| October 2017 |

About the Author Sanjay Soni is the Founder & Chief Knowledge Director of Incredible Design. He is an Alumnus of School of Planning and Architecture, New Delhi, and has travelled across the globe and gained experience through working with different nationalities to imbibe a unique sense of design and delivery. He also has an experience of 25+ years in the eld of Exhibition and Convention design, management and execution. ”

f opportunity doesn’t come knocking at your door, build a brand” – Bernard Kelvin Clive

Marketing is the backbone of the success of any business brand. Amongst the pillars of marketing Brand Building through Brand awareness is the most crucial. Brand awareness is built with making the product both visible and tangible to the consumer. The inception of the events may be traced to mythological times, where the birth of a prince to his coronation was a celebration for the folk-lore. In the modern times, The Delhi Durbar, meaning “Court of Delhi”, was an Indian imperial style mass assembly organised by the British at Coronation Park, Delhi, India, to mark the succession of an Emperor or Empress of India. Also known as the Imperial Durbar, it was held three times, in 1877, 1903, and 1911, at the height of the British Empire. The 1911 Durbar was the only one that a sovereign, George V, attended. Thus, events have been an integral part of our lives at various levels. Today, we have various terminologies for the same, like MICE, EVENTS, TRADE SHOWS etc. Historically cities have established along the rivers, then along the industrial hubs, and then along the centres of education. Now when we have arrived at the cusp of change in our civilization where we have established both need and

| October 2017 |

resultant from learning, production and trading, the only way forward now is to meet and exchange thoughts with our peers. Thus, a need to create ‘meetings’ and ‘events’ connected with the same, like trade exhibitions, road shows, launches etc. With a well-established need for the above, what is required is a structured and systematic way of executing a particular job. It may be compared to planning at any level which may be as basic as planning a school curriculum, or financial planning or planning a war or planning a surgery by a doctor. Target marketing for event planning is very broad. At the macro level, it assists in creating projects, defining objectives, and partnering the client to achieve the objectives. It also delivers in generating financial resources. Each event is unique in its inception, conception and execution. This is what effects the budgets and timelines. The biggest challenge is the ability to THINK. This springs from the lack of training. Most of the event managers across all three listed above are the ones who have trained on the job, and have not received a formal training in this field. In the Indian education stream this is still a business practice but not a profession emerging out of formal structured education training. Thus, the practicing professionals display only the response system which is reactive and not pro-active. This also results in total lack of knowledge of safety standards and thus their implementation. As we look into the future, we have today avenues that we never had before to create and share our ideas with the blink of an eye. The internet being an endless resource of knowledge has simplified at various levels the research process. This knowledge capital supplemented with boundless imagination has enabled the creative delivery at higher speeds. Artificial Intelligence has supplemented long process of data analysis. Augmented reality has improvised on presentation media. Search engines with image recognition abilities have today simplified attendee management. At Incredible design, we are a THINKING studio, where INNOVATION is the way of life. We think for you. We do not service but we partner in making your dreams a reality. We are working in the field or technology enabled solutions for Trade shows and Conferences with focus on Artificial Intelligence and Interactive Products Design.

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Aiming to Deliver Bug Free Experiences

umans are social animals and communicate best when they meet face-to-face. People value opportunities to meet in person to exchange ideas and they enjoy it most at the time of coming together for celebrations, ceremonies or events. But bringing people together for events can be a complex task, especially when large number of people are involved or when participants have high expectations of the amenities they will enjoy. As a result, event management companies work on a multitude of events with one goal, to make the event run smoothly. Bold Marketing is one such company aiming to deliver glitch free experiences to their clients. Delivering Unique Solutions Bold Marketing is a 360° events & marketing solutions provider based in Pune, India, providing end to end Event Management, Turnkey Brand Activation Projects, Employee Engagement Programs, Wedding Management, Creative Design Services etc. Through its network of afﬁliates and associates, the company has successfully executed a variety of projects across the country. These projects include large format outdoor events, product launches, annual functions, family days, rewards and

recognition ceremonies, high end conferences, weddings etc. Bold Marketing provides an array of services which includes all formats of event management, BTL promotions, concert and artist management, employee engagement programs, creative design, branding etc. The company provides unique solutions, new experiences, and out of the box alternatives to their clients. The aim of Bold Marketing is to be rated as one of the best event management companies in India. Ensuring Client Satisfaction The most important responsibility of an event management company is to ensure that the event undertaken is planned to perfection and executed ﬂawlessly. The creativity with which the event is conceptualized is also of paramount importance. The company believes, “It is this quirky side that makes us bold in our approach and differentiates us from the others.” At Bold Marketing, they have a team of young and enthusiastic individuals who have a passion for event management. Their focus is on delivering customized, stress free experiences to the clients and they are being able to do

the same using their expertise and attention to detail for every project. Their experienced technical personnel as well as young, creative and enthusiastic freshers bring in a very different perspective in all the projects. Not only is there perfect work distribution between the team of Bold Marketing, but there is a joint effort in execution too. Their in-house design team, production team, business development team and operations team, ensure that their clients are always happy, satisfied and well informed about their progress in the industry. The Dynamic Duo The dynamic and energetic duo, Vinay Pawar & Rohit Jacob are two CoFounders of Bold Marketing. Vinay has extensive work experience in the telecom industry and manages the technical side of things at Bold Marketing. Rohit is an MBA in Marketing from Symbiosis and manages the creative side of things in the company. He also overlooks operations of the projects undertaken and ensures that everything is as per the clients expectations. Together, the duo ensures that the team is up to date with the latest technologies as well as the latest event trends and that the work is divided equally and to the right resources to ensure efficiency in the way a project is managed. Going an Extra Mile The biggest project that Bold Marketing has managed is the Racold 9 city product launch for which they had gone an extra mile and created a brand new projection mapping launch sequence which had to be successfully replicated in all 9 cities that they were covering. What made this difficult for | October 2017 |

Vinay Pawar Co-founder

A Part of Networking Groups According to Bold Marketing, the overall effect of GST is now starting to show in the event industry. Rates are slowly but surely coming down yet the quantity of work hasn’t increased in proportion to this reduction, which shouldn’t be the case. They are remaining up to date with the event industry by being a part of various networking groups in the country, being associated with a lot of | October 2017 |

exhibitions and seminars and by being socially active. They also keep a close watch on what their peers are doing across the country and the world.

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We strive at delivering glitch The Future Plans of Bold Marketing The greatest strength of Bold free experiences Marketing is their “never give up” attitude and that they look at things within the from various perspectives. Their young yet experienced team and their free spirited attitude makes them unique as allocated budget clients can always expect ideas from them which have never crossed their minds before. This helps the company and within the time by giving them an array of ideas to allotted by the pick and choose from before actually narrowing down on what has to be pitched to the client. This way, the client number of clients that the company can approach and pitch to is much higher which helps with their future plans.

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them was the fact that the hall dimensions in all the cities were different and customized content had to be recreated in record time as the events were almost back to back. The company successfully executed this event with proper planning and detailed work ﬂows being prepared before the start of the project.

Rohit Jacob Co-founder

Transformation

Transforming Course in Corporate

Events & Conferences A

corporate event is a social affair that is held by the corporates for their employees, business partners, customers as well as prospect customers. These events can be for bigger groups of people, for example, conventions or small events like conferences or vacation parties. Corporate events are transforming into a memorable event by focusing on everything, right from dĂŠcor to attendee engagement. Nowadays, companies are watching out for fresh and exhilarating experiences for all the event participants. Starting from the destination of events to pioneering dĂŠcor and improved technology, companies are continuously working on how to create unique experiences for their people.

in upcoming years is focusing on higher audience participation. Precisely, organizers of such events are working on strategies for making audience a part of the event, instead of just sitting and heeding for hours, they need to participate in it. These days, conference organizers are abandoning the traditional power point slides for more engaging activities and getting into new forms like live-feeds, video conferencing, workshops, event-speciďŹ c apps, event hash tags and more. Increasing participation interprets into better overall experiences. By being part of the event, attendees are more likely to polish their knowledge and skills rather than by merely being observers.

Focus on Audience Participation A corporate event trend that is likely to get more emphasis

| October 2017 |

Unusual and Amazing Venue Selection Choosing a hotel as a venue for corporate gatherings has faded away, and innovative trends in corporate event planning are bringing up amazing venues for corporate gatherings. Currently, many corporates are hosting their events in unusual and amazing venues like sports or concert venues, reserved cottages, theme parks, casinos, etc. This can help in creating a long-lasting impression on attendees and it is a key factor for continuous growth of audience and conference stability. Moreover, these unusual venues create memorable experiences for all the attendees, resulting in complete satisfaction for both hosts and attendees. Metamorphosing the Venue Only selection of unique venue is not enough, even its dĂŠcor needs to be transformed according to desired events. The dĂŠcor should be done in such a way that the guests should be able to recognize that they are at right place. Today's companies, especially the new startups and tech companies, are uplifting the way they brand their events with unique touches. Apart from the classic banners, companies are transforming event venues into something acquainted for their guests. Renovating a venue into a corporate experience, whether it is a racetrack or private cottage, requires dĂŠcor experts who are capable to metamorphose a venue with ingenious usage of linen, furniture, technology and more. Ultimately a conference is the marketing avenue for a company. Whether it is a training conference or a sales conference, organizations require designers to design the events that can build brand reliability and advocates. | October 2017 |

Efﬁciently, branding an event builds employee spirit and determination that transforms into more engaged employees. Sustainability Pushing the Boundaries Even though “going green” is nothing new, the latest trend in sustainability assures to pushthe boundaries of both thoughts and creativity. As an Event organizer, a profound responsiveness of society’s sensitive concern in reusing and recycling can help to develop a thoughtful attitude that exhibits the event’s commitment towards environment. With a large number of adults globally supporting products made from recycle content (versus those that aren’t), attendees will notice and acknowledge those particular items that are biodegradable, right from the name tags, record-keeping bags, or food cartons. On the other hand, other trends in this space include contributing to sustainable, fair-trade food options and donating the leftover or unused stuff to NGOs working for homeless or senior citizens of society. Technology is Revolutionizing Traditional Corporate Events. Nowadays, many organizers have started implementing technology in their events. While some organizations are still following traditional presentation, many have already adopted the technology which is turning the traditional conference into a very unique experience.

Technology in a conference reminds of a few things such as: mobile apps highlighting presentation and workshops schedule; GPS event locator and navigation assistance; information kiosks; Onsite social media networking; video feeds ; surveys and contests; meeting agenda or announcements and real-time language translation Smartphone technology is revolutionizing the traditional corporate conference. With the help of technology each and every attendee can be communicated promptly and easily, providing a personalized experience. Hence, in any case/at any such case, when a workshop is cancelled; bad weather or alternate plan happens, communication can be done easily. Nowadays, corporate events are going through a tremendous change from top to bottom. Its time when there will not be any event held with just a series of speakers, power point slides and formal lunches. Corporates and Event attendees are jointly considering unique ways to get maximum attendance, irrespective of gathering hundreds or thousands of guests. As a corporate event organizer, it is signiﬁcant to embrace these trends to create unique and unusual event that will initiate higher attendance rates and maximum attendee satisfaction.

| October 2017 |

he market share of event industry in 2016-17 was about Rs. 5,631 crore. It is estimated that the event industry in India will grow at a pace of 16% CAGR (Compound Annual Growth Rate) and will cross 10,000 crore mark by 2020-21 as per EEMA (Event and Entertainment Management Association) report. Digital activation, sports leagues, rural expansion and government initiatives followed by IPs, personal events, product launches, and expansion of mini metros are touted as some of the key drivers for the up surging in the event industry.

Thilak Mathivanan Founder & CEO

Ministry of Events is one such prominent name in the field of Event Management which is known for delivering exemplary services with their innovative design, elegant theme décor and radiant lighting that is also at a very reasonable cost. The firm has the expertise in crafting a “WOW” factor with its services and also saves clients valuable time and money by taking full accountability of making an event a grand success. The Captain of the Ship Thilak Mathivanan is the Founder and CEO of the Ministry of Events. He has pursued his graduation from the prestigious Bangalore University and has a rich industry experience of over 14 years. His vast experience helped him to foster his event management and strategic planning skills to the next level. With the mission of delivering superior event management services of any kind; by engaging the clients from start to end, Mathivanan has started Ministry of Events in 2010. Event planning, event execution, event marketing, customer relation are some of his core skills where he excels the most. His meticulous planning and timely delivery has been the reason of massive success of MOE. Today, MOE is among the top 25 fastest growing event management company in India with an ISO 9001:2015 certification. Flamboyant Nature Leads towards the Growth Trajectory Ministry of Events has made its presence felt across the nation with their fresh, creative and flamboyant event management services. MOE has a robust and experienced team of event managers who have a deep appetite and proficiency of transforming an ordinary event into a spectacular show. MOE communicates and understands client’s needs and then tailors a distinct solution which matches with the latest fashion. MOE firmly

| October 2017 |

THE

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We strive to make every event successful with our passion and creative individuals

believes in clients engagements throughout the process so that it caters what exactly is expected from the client side. Meticulous planning, elegant design, collaborative work environment along with creativity and innovation outshines MOE from the other contemporaries. Apart from these qualities out of box thinking, friendly attitude, affordable pricing, timely delivery makes the company a dominant player in the highly competitive market. MOE has gained trust from various industry veterans for their superior and qualitative event management services and won many accolade as well for the same. CGI, Infosys, Maruti Suzuki, AISATS, L&T, EY, Deloitte, Cushman & Wakeﬁled, Ness Technologies, ACT Broadband, Zuari group, Vedata Industries are some of their prominent clients. MOE takes cognizance of every facets of an event into consideration to bring a “Wow” factor in it. Be it conceptualizing an event, executing the event, provide training for employees for internal performances or creating stage and set as per the theme. Wide Array of Qualitative Services These are some of the distinguished services of MOE which it offers to its clients. | October 2017 |

• • • • • • • • •

Corporate Events. Company Product Launch. Conferences. Dealers Meet. Branding and Marketing Positioning. Award Ceremonies. Themed Event Parties. Exhibitions. Live Shows and Concerts.

Whether it’s a personal event or professional one, MOE excels in both the formats. The company delivers top notch event management service of any magnitude; ranging from a small themed event at client’s home to a mega corporate event of any Multinational giants. They have a battery of trained and experienced professionals who always present at the event for its smooth execution. High level of professional commitment makes MOE the leading event management company in India. MOE’s passion lies in making small things big and big things even bigger. They give special emphasis on lighting and sound to create the right ambience at any event. Aesthetic aspect further adds more value to ambience which creates a strong positive impression of the clients among its guests. One can trust MOE service which has the potential to turn an event into a grand success.

Apart from all these vital facets; MOE arranges refreshments and conveyance for events such as award ceremonies; Prop-ups, costume designs for themed events and parties; marketing and promotion for events such as exhibitions; Tickets and visiting card printing for events such as live shows and concerts. MOE further supports in arranging and managing press and media gatherings for various events. Challenges as a Catalyst for Growth MOE has seen and turned many challenges into an opportunity to grow further. Whether it’s about price war or challenging launch of AISATS Coolport, MOE’s sheer determination, positive attitude and deep experience helped them a smooth sailing even into the storms like situations. Future Viewpoint As tourism and hospitality is now seen an integral part of Event Management, MOE believes that there is a gigantic market which needs to be tapped to cater the needs of aspiring clients. With their core competency and quick turnaround time, MOE has the potential and aspiration to mark their presence felt even into the untested water.

Simha Shastry

Director / Mentor

Prime Events and Conferences: Providing End to end Solutions to Make an Event Successful

ehind every successful brand, there is a creative and systematic event organizer, and that means the event management team plays one of the most crucial roles in every campaign. Turning an event into a great experience for the audience takes a lot of hard work. It usually takes more than just setting goals and timelines; it takes a good, positive team who is dedicated to make sure the event is an overall success. From a business perspective, event management is of great importance. Creating events occasionally provide an incredible opportunity to promote oneâ&#x20AC;&#x2122;s business. The more popular a brand is, the lesser hesitant people will be for trying out new products launched by that brand. Prime Events and Conferences was established in 1996 and is known for making an event successful in areas of Voice, Data and Video. The sole aim of Prime Events is providing the required technology to manage conferences and trade fairs. In a short span, Prime Events has established a reputation of delivering quality and timely services to its clients. The customers and associates preferring to work with Prime Events repeatedly, gives them the credibility as a service provider in this competitive market. Quality and timely delivery is the assurance of the company services and they ensure it that the event goes on smoothly at all times. Prime Events has catered to major clients from all over the world and India like, ISRO, Northrop Grumman, NASA, Dept. of IT & BT, KBDC, Biocon, Wipro, Siemens, Sam Pitroda, Microsoft, CSI, Garware Group, BEL, Ministry Of Defense, Zenith, Motorola, NIFT, Cisco, Data Corp and many others. Also, they have handled and provided their services to

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Ideas may some mes fail, but e impo ant ing is to keep trying and taking at leap to stand out from e crowd numerous conferences, events & trade-fairs in India. Major National and International events handled by the company includes CSI 96, BangaloreIt.Com, Bangaloreit.Biz , Aero India series, Autumn 96- International Handicrafts Fair, Cardiology Society of India 96-48th International Conference & Trade Fair, Miss World 96, 4th National Games, and Pamex 97.

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The Key Person of Prime Events and Conferences Dr. Simha Shastry is the Director / Mentor of Prime Events and Conferences. Dr. Simha is responsible for permitting designs and framing the execution plan. The Company’s Event Management Process Owner accounts to him for the proper design, execution, and improvement of the process. Dr. Simha ensures that the process is being carried out properly and is effective to meet client’s demands. Being the proprietor, Dr. Simha receives regular updates concerning the performance of the process and makes sure the service quality promised by Prime Events is kept till the end of the event. The team gets inspired from the way Dr. Simha makes decisions and handles the processes during any failure or drawbacks in the services.

Dr. Simha takes a huge interest in Marketing and Sales services. He ensures that an innovative marketing plan is developed for his company to align sales activities with overall business objectives. “Change is constant”, with this thought he is focused on creating new ideas and solutions according to the latest trends, to satiate his clients with the best services and stay competitive in the market. He runs a property in Coorg, a wildlife Resort certiﬁed by Toft ( Tour Operators for Tigers) an international NGO for Wildlife conservation with ecofriendly rating for the lodging close to the forests and is also the Editor & Publisher of the bimonthly magazine Adventure & Wildlife a 18 month old publication. Prime Event’s Services are The Trademark of the Company With decades of experience in managing and providing services regarding events, the professional team is the value system of the company. The services rendered by Prime Events are Exposition and Trade Fair infrastructure, Exhibit Design and construction, Audio Visual setup for | October 2017 |

Conferences, Indoor and Outdoor events, Stage, Backdrops, Branding Arches, canopies, Tents, German Hangars, Octonorm, Pagodas, Canopies, Tents, CCTV network for Conference and Exhibition Venue, Telecommunication and Data Communication networks for events, Documentaries, Short Films and Multi Camera Setup. They are also indulged in providing Live broadcasting on TV media and cable networks, VOIP, Web casting, Internet access on ISDN, Leased Circuits with Wi-Fi, Web Site Design and Management, CD Authoring and Reproduction in multimedia, Touch Screen Information Kiosks, Corporate Presentations, Product Presentations, Computerized Registration centers for delegates, invitees and business visitors. They also provide RFID Solutions for event management, Database compiling services, Professional grade ISDN Backbone Video Conferencing Facility, Cyber Café, Business Center and Media Center facilities, setting up of temporary Wireless networks, LANs and WANs, Digital Printing, Signage, Arches, Backdrops and Merchandising items, Hostesses, Compeer, Voice over Artists and Musicians.

Future Strategies of Prime Events No doubt, the future of event management companies is very bright. All kinds of event program like corporate events, parties, conference, meetings and weddings are organized throughout the year. There will always be the need for event management to ﬁnish these types of events. Shortage of time is an important reason for the popularity for event management services. People don’t have enough time to manage their functions themselves, so they prefer to hire managing companies. Event planning requires a lot of efforts and skills for successful event organization that is only possible for expert event managers. As Prime Events deals with both formal programs and informal programs, they are planning to launch new products and services supporting the latest trends of the industry. Formal programs like Meetings, conferences, corporate events would be supported by virtual conference concepts and touch tech services. Introducing usage of mobile apps for booking wedding, birthday parties and other events is the next level to achieve for Prime Events and Conferences.

Eventing Future

Imminent

EVENT

MANAGEMENT

TECHNOLOGIES Shaping the Future

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vent management is a multi-million dollar industry with colossal shows and events hosted regularly. The growth of sophisticated companies has brought forth a swell of meetings, seminars, conferences, exhibitions, and product launches as a matter of ﬂair and class. When organizing an event experience, you want it to be memorable, unique and amazing. This is where technology can play a major role. The recent technological advancements continue to connect people and engage them in valuable interactions. Event management industry, today, is leveraging this lightweight technology to facilitate greater public engagement. Every event technology centers on many of the same essential elements: connecting people through networking, increasing engagement and spreading information. It is estimated that the event technology market will grow to a whopping 9.3 billion USD by 2020. Let’s take a look at some of the biggest event technology trends and how one can leverage them to improve public engagement and better manage events. Drones Drones are continuously evolving and are becoming an important part of the event management industry. They can provide powerful ways of connecting people, securing

| October 2017 |

venues, provide useful analytics and improve the overall quality of the event. The lack of wifi or network can be a nuisance when trying to stay connected. Drones imbibed with the technology usually found in network towers can be sent to hover above the crowd and ensure continuous signal. In order to monitor large events, cameras can be fitted into drones to detect security violations and signs of disturbances in crowded areas. Continuous aerial monitoring during events will also help in proficient delegation of security personnel to the site of distress. Apart from this, drones can be used to play the favorite songs of a person while hovering above their heads, resulting in a much exciting experience for the crowd. Along with this, drones can also be combined with virtual reality technology and create an ultimate immersive experience for everyone. Artificial Intelligence The past year has seen a rise of artificial intelligence or AI based assistants that increase the productivity of people in everyday activities. These same AIs can be used to provide an added boost to events when it comes to personalization. AI draws its power from the cloud and the people, where it learns by observing questions and responses of millions of

users. Hence it can be used as a personal concierge, virtual event assistant and even for branding. An AI can also lend its personality to your event as it can interact with hundreds of people at the same time. Internet of Things Internet of Things (IoT) is the interconnectivity between objects via a wireless network. In an event, it can be used to control the temperature in relation to the number of people inside it, or a microphone that would gently remind a speaker to raise their voice because the people in the back can barely hear. IoT can have a multitude of usage and is only limited by one’s imagination. Live Streaming The most revolutionary technology for the events industry are the live streaming apps and platforms that allow people to instantly share live videos during events on their social media pages. Thus, allowing the event industry to generate a larger audience for an event by allowing people to watch the event live and interact with other people viewing the live stream. This opens up new revenue streams and allows the event to generate higher quality content that is engaging for attendees as well as the viewers. Wearable Technology Wearable Technology like smart watches, give event planners the opportunity to make guests and attendees lives much easier. This wearable technology can be used as admission ticket, a GPS system, as an inbox to send important messages and many more activities.

Virtual Reality Recently, there has been a huge rise in the use of virtual reality (VR). It can be used to visualize 3D models, do walkthroughs, play games, and so much more in immersive ways. An independent survey suggested that VR can increase customer attachment by 27%. These technologies will engage your event’s attendees like never before by immersing them into worlds and experiences they otherwise would have no way of visiting. Multi - Sensory Engagement The recent state-of-the-art multi-sensory experience leverages all the senses to make attendees believe that they are somewhere else and then drive that emotional connection to the experience. There is no end to the possibilities available to event planners when it comes to technology implementation. And multi-sensory engagement will help you put it all together into a successful event strategy that will amaze the attendees while achieving faceto-face marketing objectives. The event management ﬁeld is becoming more and more dependent on technology. But the technology is changing quickly, closely following the needs of its end users. Classy event management solutions are bridging the gap between the physical and virtual worlds, creating a frictionless, uniﬁed experience for event attendees. They aim to solve key challenges for event organizers that would help them to plan successful events.

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RESOLVE Events & Promotions: A one stop shop for all event needs.. where Creativity Meets Passion

he demand of event management is increasing every day in every field and the industry is getting into all the areas of life, starting from birthdays, weddings, engagements, sports or any other ceremony. As it is a very specialized field, its awareness is so strong that today, people prefer to do almost all occasions through event managers if their pocket permits. RESOLVE Events & Promotions (P) Ltd. is one such company, which develops and implements all possible services in the field of event management. Delivering Quality & Innovation It all started in the year 1999 as manpower cum concept creating agency for corporates. RESOLVE in its very first exhibition of fashion & lifestyle created a new concept for corporate events and created a benchmark by winning the prize. In the year 2000, the company managed to crack a very good deal with one of the top industrialists of Eastern India named Harsh Neotia- Ambuja Group of Companies. It helped them a lot to get the right exposure of events at that point of time. RESOLVE, is the one-stop shop for all event needs managing more than 1500 events over a period of 17 years. It acts as a ‘Think Tank’ for its clients. The company has evolved into a strong and productive work team, which can handle promotions to production, concepts to celebrities with an absolute commitment to quality and customer satisfaction. With vast experience, the company promises to deliver absolute Quality & out of the box Innovation. Technical Expertise Offered by RESOLVE According to RESOLVE, the typical responsibility of an event management company is to create an event as per the

clients’ need. The company offers technical support like, making a script of a speech & dubbing it in a voice of a celebrity, creating a feel good factor in a conference for the employees & helps to break the monotony and boredom of a daylong conference. The company creates interactive themes for the launch of a product or Annual Day celebration with the help of latest technology; be it 3D graphics, 3D mapping & many more. They also create animations to make conferences lively. Soubhanik always says, “Advertising is like Marketing of a product as it creates a generic need and Event Management is Sales, which creates & caters a speciﬁc need of a product/client.” The Creative Mind behind RESOLVE Soubhanik Nanday is the Founder and the creative mind of RESOLVE. He started as a promoter working in Bars & Clubs for an agency while completing Sales & Marketing management post-graduation course from NIS. Though he never thought of any particular business at that point of time, but his passion was to do something creative, innovative & new of his own. Soubhanik started his career from scratch. His family always played the role of supporter at his every stage of struggle and he is grateful to them for their support and understanding. There were days when his pockets were found almost empty and that was the major challenge he faced in his life. But there’s always a word hope that unlocks the windows to pass the sunshine. As an entrepreneur he accepted the situation and continued walking on the streets to achieve something big in life.

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We believe Attitude determines Altitude, Innovation has no end, sky is the limit of our thought process, and we keep thinking & brushing the Right Brain

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players of recent times. He was also selected for both Under 16 & Under 19 in CAB tournament. The Most Successful Event Hosted by RESOLVE There are many events hosted by RESOLVE but the biggest & the most successful corporate event hosted is an annual event for an IT company with 12000+ people. The event was an annual day with Arabian theme including food & endto-end solutions. There were celebrity performances, new concepts & theme based food, decor & performances & live activities. They have Soubhanik Nanday also managed an event with Founder & MD more than 5000 kids with all types of facilities in different The most important quality of segments starting from electronic Soubhanik is that he never tried to run gadgets zone with gaming machines to after money and he has never looked old mela activities in a single event back. Rather, he feels more satisﬁed with Super heroes like Superman, with innovation, and interesting themes Spiderman, Batman, Krish, etc. which the company creates for the clients. Besides this, he is a very good The IIQ Mantra of RESOLVE Chess player & Cricketer. He has Innovative new concepts, quality & played inter state championship in managing capability have made chess & defeated many renowned | October 2017 |

RESOLVE a unique player in the market. They say, “Many people can give ideas or copy ideas from somewhere but to implement it successfully & correctly is the biggest challenge in event management. It’s a complete research work, which helps in producing new ideas & its successful implementation. This is where we are absolutely unique in this industry. We are maintaining relationship for more than decades with our clients for this reason. Therefore, Innovate, Implement with quality resource is the mantra (IIQ).” RESOLVE’s Road to Success and Future Corporates having preferred vendors for different reasons have taken RESOLVE’s concepts & asked their vendors to implement it. This is the biggest challenge faced by the company. Many times people have failed to implement & the company has managed to get through but that’s not the case with all the clients. Secondly, the most common threat faced is cutting the cost by giving inferior quality. Clients never understand the inferior quality in event management till they face any problem in an event. They always feel that the other event manager is making more proﬁts but one has to understand that in event management, many technical aspects and equipment’s are always involved starting & giving inferior quality stuff put an event into high risk. For this, RESOLVE always takes extra backup of everything to avoid or manage mishaps. RESOLVE has a very strong presence in the East India & South India & now they are heading towards West India with their new branch. The research work for every state & reading the minds of different community is also their strength, which is helping them to create the concepts & keep moving forward successfully.

Chalk Talk

EVENT

MANAGEMENT TRENDS that aims to change the

INDUSTRY in

INDIA T

he Event Management Industry in India is constantly changing and evolving. Event professionals implementing technology gradually and constantly in the Event industry have been able to achieve a competitive advantage over those who arenâ&#x20AC;&#x2122;t implementing the technology. Todayâ&#x20AC;&#x2122;s trends will not be there in the future. Because by then, every professional in the event industry would have already implemented it. So, to have a considerable advantage over the competitors, one should be aware of the current trends in the market. Smart Phones- The Present and The Future No one would have guessed that smartphones could have such a big impact on our lives. Smartphones have been there for us in every area of the business and will be continuing to do so in the future. It is expected that

smartphone users would be 6.1 billion by 2020 against 2.6 billion from 2014. The companies and event organizers should stop living in the past and start believing in the present and future aspects of the smartphone. They need to embrace the various ways by which people can interact with each other. In fact, smartphones are keeping more people connected than ever, as many apps allow everyone to network with each other more easily and quickly. Event Apps- The Key for Business With every passing day number of apps are increasing at a tremendous rate, and has been the key for most of the business. The quality and service that apps are giving have improved over years. The event industry is no exception to it. The event apps are making things easier, quicker, more interactive to the event industry. The increase in the engagement of interactive mobile event apps has been emerging as one of the biggest event trends.

Live Streaming- The Way to Success YouTube and other streaming sites have changed the face of the online media industry. The live streaming of the events was previously criticized due to the risk of ticket sales. But the scenario has changed due to drastic improvement it has made in reaching people. Online conversations and general awareness made through social media are only helping businesses to become more successful. Sanpchat which was previously used only by family and close friends to share photos and second videos are marketing strategy for many businesses including event industry. Social Ambassadors- The Idol People for Successful Marketing The social media has been the most active and used medium over the last few years. The social media is affecting the lives of people, so much that people check their social media accounts from the moment they wake

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up to the moment they sleep back at night. While social media is grabbing the attention of many people, many companies have recognized that advertising on the social media can be very much helpful to the business, and that’s when social ambassadors come in. They are the people who represent and talk about a company in front of potential customers in a positive way. So, many companies are willing to pay to social ambassadors for positive marketing on the social media. Experimental Marketing- A Tactic to Connect With Consumers The experimental marketing was big trend last year and is still most preferred one. The experimental marketing’s main objective is to ﬁnd new and innovative ways to connect and communicate with consumers. The best way to connect with consumers is to give them an experience of a brand through all senses. Some of the | October 2017 |

techniques used in the experimental marketing include Virtual Reality, Projection Mapping, Molecular Catering, Gesture Recognition Gaming, and 360-degree Photo Experiences. The trend of experimental marketing has already adopted by small and large event management enterprises and many companies will continue to do so. Venue Hunting- Best Way for Basic Foundation Venue of the event is the basic foundation for every type of event that takes place all over the world. The event industry is not a new to the search for different venues for various events. However, there are few websites which make the hunt for venues easier and at one click away like Venuehunter in India. Online methods such as this require no details to access these venues and without any charges too. Users can gain a greater insight of the various venues at one click away.

Digital Swag Bags- The New Swag For Consumers The toughest hurdle event organizer has been facing is to ﬁnd creative and unique gift bag for attendees. The organizers have tried everything they could to ﬁnd a unique gift bag to provide to the consumers to take away with. The sponsors have not always been pleased with the traditional bags. But there are new bags being used in the market, which contains online gift vouchers or offers for event attendees. These bags are called, ‘Digital Swag Bags.’ The bag not only contains the vouchers, but also are more environmentally friendly and cheap. These trends can give a big push to the event management companies compared to the competitors if used correctly, and all trends are focused on one goal, to create a memorable and engaging experience for event attendees.

Cxo Standpoint

uring the last few weeks I have been spending considerable time with my friends from Learning and Development domain and during the course of our discussions many topics arose; the most fundamental and critical one being – what is our purpose in this new age?

The new age is more than ever challenging because internet and technology have made knowledge accessibility a noncompetitive or non-strategic leveller. Today anybody with a smart phone and internet access can reach any depths of knowledge and doesn’t necessarily require a classroom and teacher to acquire knowledge. In this new age where the economy is slow and every penny matters, the organizations and managers are equally not excited to nominate folks to programs. In this age of instant gratiﬁcation wherein participants believe that by merely attending a course nirvana is granted, fundamentals are to be revisited and that includes relooking at what is the PURPOSE of the LEARNING FUNCTION. Learning & Development as a function has evolved with times and is again at cross roads today. Traditionally it was seen as a function which simply facilitated ‘Fulﬁlling GAPS’, in terms of skills / competencies and thereby enabled the overall development of capability building both at the individual and organizational level. Then came a phase where it became a

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strategic function by enabling the business to identify its future leaders and groom them. In time, now it has again reached a threshold of evolution. Learning as a function is poised to enable Organizations and its employees to ‘EVOLVE’. ‘Evolution’ is drastically different from ‘Fulfilling Gaps’ in many ways, starting from the fact where Fulfilling Gaps is perceived more as ‘near’ term and transactional in nature; whereas Evolution is more Futuristic and Strategic in purpose. Fulfilling Gaps is seen more as a responsibility of Learning Function whereas Evolution is a co-creation process between the various stakeholders. The biggest difference is Evolution thrives to make the organizations and its stakeholders Future Ready in a more comprehensive fashion than we do now. Evolution is not possible to achieve if the following fundamentals are not in place. The Learning function has to ensure that foundations for these fundamentals are established: We will Focus to make Organizations Future Ready Fundamentally the Learning function should focus on making the organization future ready. It could be in terms of making it more flexible to adopt to change, or having a leadership pipeline in place, or Institutionalizing Values as cultural ethos and thereby creating a unique DNA for retention or attraction of Talent and so on. This doesn’t mean Learning should not focus on the daily bread & butter issues of gap fulfilment of immediate needs, but it also needs to draw a line on how much do we invest in today and how much for tomorrow? We are not responsible to make Employees Resume Sexy Knowingly or unknowingly Learning function has made needs identification from Performance Appraisals as the Primary and only source. More than often it has been observed that the needs identified during this process are more aligned to the individual personal aspirations rather than business requirements. It is no wonder that at the end of the year we often realize that much of the budget could have better utilized or optimized if we gave up the responsibility of making employees resumes future ready. We will focus on those who are geared up to make a difference Learning is a two-way process. We can’t force adults into rooms and expect them to learn, absorb and implement if they are not ready or keen to do so. So why do we invest equal amount of time and energy on those who are keen to learn and those who are there only to warm the seats? It is imperative that we focus only on those who are geared up to make a difference as that would be a winner for all the stakeholders. We are not responsible for food & sanitation In the quest for evolution, we can’t be held ransom on issues like food or sanitation of the training facilities etc. We should refocus our energy on issues like the alignment of learning programs and aspirations, the applicability of the learning’s at the workplace and so on. It’s time to dump the existing measuring parameters of our learning interventions and focus on issues which would truly reflect the spirit of evolution. We are ready to Risk it As a true business partner, we should be accountable for some measurements which we strive for and should be ready to risk our reputation on the same in a similar fashion in which business does. Our measurements should focus on how much more businesses we could generate, how much the productivity and profitability grew, how ready are we for future in terms of a leadership pipeline, how ready are we in terms of organizations overall capability, what is our build v/s buy ratio and so on. Evolution isn’t easy, but it is the top priority in all the CEO agenda. Evolution is the opportunity for us to recast ourselves from being perceived as a reactive support function to being projected as a futuristic business partner. It is up to us now that how we make the move and move on…

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Editor’s Pick

E VENT M ANAGEMENT

Some Management Issues To Be Tackled

his is the best time for the Event Management Industry of India, as the demand for big, lavish and sophisticated yet thriving events are reaching the sky. The advancement in technology is being the next reason for the clients growing expectations. Let it be big rocking concerts, full of cutting edge animation technologies or grand corporate event, people want everything as “cool” as it could be to roll as much of the eye balls of the guests as they can. All this is the big effort of the Event Management Companies in India who are taking it as a challenge and planning the next event as amazingly as they can. These Event Management Companies today, are re-imagining experiences while at the same time redeﬁning perceptions. This is the reason; the Indian Event Management Industry has evolved and growing rapidly both in size and stature. But to make an event successful is not as easy as it looks. The Event Industry of India is also facing some issues which they will have to tackle with a great strategy. Let it be Cultural Events, Sports Events, Entertainment Events, Wedding cum Celebration Events or Brand Activation Events, all are needed to pay extra efforts. Some of the issues the Event Management Industry has to tackle can be described as follow:

Different types of direct and indirect taxes There are some or the other issues occurring every day; and only known to the particular industry alone. Even, Event Management Industry does not differ from the same truth. There is a challenge of direct and indirect taxes the industry has to face. The increase in service taxes is creating issues for the companies. The Legal Boundations Well, it is not as easy as it is shown in a Hindi movie named, “Band, Baja, Baaraat”, where the central characters of the movie are shown to open their own venture, i.e. Event Management Company without completing any legal procedure! Though on the part of the movie, it was inspirational for many and widened the scope of selfemployment in India. But there are so many Legal Boundations on the Event Management companies. While hosting an event, a company needs to get permission from several concerned authorities, which proves to be a major issue to tackle. Talented Manpower While planning an event, a company needs to have skilled manpower. Having the perfect ﬁt for every single task is what the company seek on the top of everything to make the event grand, better or lavish. But yes, this problem has a solution and that is to host learning programs for such | October 2017 |

people. But still it is a time consuming task. That is why not having talented manpower is becoming a great issue to be tackled by the Event Management Industry. Getting Sponsorships When it comes to hosting an event, it is immediately followed by a sponsorship. Being a sponsor led industry, Event Management Companies have to be on the hunt of a sponsor every single day. The challenge increases its vastness for the Event Management Companies situated in non-metro cities. Lacking supporting infrastructures It is not at all easy to get the ball in the court. The Event Management Companies cannot be fortunate enough to get everything perfect. Finding the perfect venue with the correct technologies available and the transportation issues are some of the obstacles they have to jump on while planning an event. Different ROI Measurement Standards The Return on investment (ROI) cannot be measured properly every time. The brands are there to sponsor only when they can see a great ROI. But as every event is different, the ROI on it will be different too. Down of Other Media Television, radio and print media are the media of old days. Though there is a vast impact of these on the people a lot, still the dawn of new media has made these old media types fade away a bit. New media like social media is creating its own space in the industry. Brands have also started to opt for these, making it a big concern issue for the Event Management Industry. Everyday increasing rental cost of place The Event Management companies have to face a lot of trouble when it comes to decide the perfect venue for their event. But, then comes the real issue, the everyday increasing rental cost of the places. It is not easy at all to compromise on the part of the venue, because everything depends on the perfect venue. But the increasing rental costs seems to ruine it all for them. But it does not mean that these issues will prove to be the real hurdle in the way of the Event Management Industry. As the history shows, when difďŹ culty arrives the human brain runs fast and think the other way round. The same is expected from the Event Management Companies, that despite these issues they will perform better and turn over the scenario of the industry in the coming days. | October 2017 |

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