Awards / Fashion Events
Award and fashion shows have caught on a huge way in India – with everyone from sponsors right down to the audience. With several new fashion weeks and film and television awards being instituted in the last couple of years, the demand for event planners who can organize the chaos has exponentially increased as well. While it certainly involves a lot of glamour for the event manager it translates into more work and opportunity for allied responsibilities.
Controversies aside, the IPL introduced to cricket a corporate identify never seen earlier. The upcoming Commonwealth Games too have upped the corporate ante of Indian sports. For a long time in India, cricket had been the only sport to command a mass fan following. The last couple of years have seen the rising popularity of sports like F1, Tennis etc that has got the attention of sponsors who are more than happy to grab the same number of eyeballs as they would in a cricket match at half the investment.
The work of an event manager starts way before an actual event and ends post the lights go off the stage. Form acquiring client to churning out ideas that marry the brand’s objective to executing it to the finest detail , event management requires functional teams to work in co-ordination to produce an event of extraordinary success. Depending on one’s aptitude one can choose to work with:
Business Development / Client Servicing
Also known as the sales or marketing team, this profile involves making pitches to old and new clients to bring in the business and provide them with satisfactory customer service. Business acumen and the ability to deal with the media are important traits.
Event planning / Conceptualization
Once business development ropes in clients, it is the event planning team that conceptualizes the event theme, format and other aspects of the event right down to the smallest detail. Event planners must be innovative and must come up with new ideas keeping in mind a client’s objective for the event.
This involves the art and design teams that work on creation of promotional material, set design and other visual element of the event. Technical qualifications might be required of those seeking to join the creative department.
The perfect execution of an event rests on the shoulders of the event production or operations team. The people who cater to the logistical demands these are the guys who are on the field before or on the day of the event to ensure that everything is picture perfect and runs smoothly. Attention to detail and a sharp focus are key skills required.
Other than at event management companies event professionals are required across a number of allied industries today, such as at media houses, advertising agencies, tourism and hospitality, fashion industry, etc. One can even work as a freelance consultant or set up their own event company.
An event manager is expected to possess exceptional organizational capabilities and undiluted energy. Also, very event is essentially a team effort hence an event professional must be a people’s person an know how to get work done on time from everyone – from the internal team to external vendors. Long working hours and immense pressure are part of the job. An event professional has to be a good crisis manger. Ability to make quick decisions and act upon them and meticulous planning is key to avoiding hassles.
While the events industry is welcoming of people from a number of educational backgrounds those with a marketing or communications degree gain a natural edge. People from all faculties can take up event management as long as they possess a passion for events. The industry has been recruiting firm b-schools communication institutes and event management courses. Undergraduates can pursue the Diploma in Event Management and then go no to do a Post graduate diploma in Event Management or the Postgraduate Diploma in Media, advertising and Event Management. While corporates are voicing the need for specialized professional, Dr Hoshi Bhiwandiwalla, Dean and Director, National Institute of Event Management (NIEM) hold another view. It is important for an individual to understand every form of event and get trained on the job. Specializing in only one type of event would mean restricting your vision of event management to a narrow part of a larger industry in organizing various types of events while pursuing a course.
The event management industry is known to pay decently. While a fresher may have to start with a lower stipend at Rs 10,000 – 15,000 initially, the opportunities for growth are tremendous and within a couple of years one can command as much as Rs 1.5 – 2 lakh a month. It is entirely up to an individual and how soon he /she is able to prove his mettle. One needs to be prepared to multi-task and play a variety of roles beyond he defined career profile.
1) National Institute of Event Management
2) National Academy of Event Management and Development
3) EMDI Institute of Media and communications