ВКР (1190817), страница 13
Текст из файла (страница 13)
When the contract with the customer is signed, the second stage - "assembly" of an event begins. It something reminds work of the cook. There are many quality products, but not the fact that borsch from them will turn out tasty. Here the checked partners and contractors are necessary for the event-manager (on-stage performance groups and actors, animators, igrotekhnik, managers on matching of a venue of an event, sound producers, advertizing production companies, firms on hire of suits). But not only: it is necessary to achieve that all of them have together worked well, with soul, and without being beyond objectives.
There are several generalizing stages on which event is held. In total their four and everyone includes some more events:
The first stage – research (research)
The second stage – event (event)
The third stage – communication (implementation a project publicity move)
The fourth stage – evaluation (efficiency evaluation)
The investigation phase in case of preparation for event includes: audience research, research of its expectations, research of the purposes and tasks of event, research of a calendar of events ит.п.
Enters a stage of planning: preparation of the plan of event, the plan of publicizing of event, matching of team, the organization of partner interevent, premeditation of the organization of space of event, preparation of materials for the announcement of an event, premeditation of evaluation methods of event, preparation of channels for receipt of feedback, etc.
The stage of implementation includes: actually announcement of an event, dressing of the hall, ensuring delivery of the necessary equipment, delivery of guests, dress rehearsal and the other, included in the plan events.
The evaluation stage of efficiency includes actually an efficiency evaluation on nature of information trace, quality of feedback, satisfevent with an event of target audience.
For the Final qualifying work has been chosen the international organization of BEST. BEST is an advertizing production center and the international model agency.
BEST is that place where it can be interesting to everyone where there are opportunities for own implementation and where we are always glad to talented children to their parents who intend to allow to the child to develop and prove as much as possible.
The structure of which our center consists and school is very diverse, and any can find to itself work to liking:
- correct school of an esthetics and talent "Princess"
- FRESH show group
- BESTuzhevsky rates
- school of models
- first school of TV hosts
- production center for talented kids
- advertizing center (organization of advertizing shootings, projects, displays, presentations)
- the magazine for Habarovchat's parents
- professional photographic studio
- professional model agency BEST MODEL AGENCY
The center is engaged in training of models, gives various classes and trainings in a fashion show, a photoposing, literacy of the speech, choreography, make-up bases. Record on occupations of school of models is performed all the year round, as well as on other occupations. The child can begin the training when necessary, in any month and day.
In this thesis the organization of the tender "Ms. Khabarovsk 2015" as event-management event is considered.
The production center of BEST is engaged in its organization since far 2008. Then the organization had no such experience as in organization of this sort of events now yet. Since 2008 year after year BEST is the full and unique organizer of this tender in all city.
Tender consists of reality show – small plots, long 5-10 minutes on which participants are given various tasks and on which result the winner of a plot and carrying out the event on which reveal the first beauty of the city comes to light. Shows show round the city of Khabarovsk on the central channel.
Earlier similar competitions were not held. At the time of the first tender there were no suitable and such successful production centers capable to create such large-scale gala show.
Every year the system of the organization of tender was enhanced. Beginning from simple rollers on YouTube channel and television about which very few people knew, finishing with the beautiful worked plots, accurate planning of scale of show and connecting all most known information resources and sponsors today.
This project is a beauty contest, and the beauty contest is a tender (competition) in which the most beautiful participant is determined. Often in such tenders delegates need to show various talents, intelligence or oratory. The beauty contest is a show in which professional models or just beautiful girls take part, event comes to an end with the choice of the BEST and rewarding with prizes. The tradition has come to hold such competitions to us from the USA where they have stepped over a hobby threshold, and now there is the whole industry.
First of all for agency it is own business which is based on the organization of such projects and training of everyone in the center.
Сompetition purposes:
1. Identification by equal competition of the participant, worthy the right to carry the title "Ms. Khabarovsk 2015" and to represent the city at beauty contests, and also promotion of ideas of a social and cultural orientation;
2. Forming at youth of active living position, modern and positive vital values (a healthy lifestyle, harmonious development of the personality, aspiration to spiritual and physical perfection);
3. Creation for youth of modern standards for imitation - the active, educated, spiritually developed personality oriented to success in professional career and in the private life loving the city, the region, the country;
4. Participation on events of a social orientation of the city of Khabarovsk;
5. Education of perception of an image of female beauty as combination of a charm, intelligence and feminity.
Stages of carrying out event in event-management can the most various and are created by the organization depending on nature of event, organizers were guided by the developed plan of carrying out tender which includes:
1. Planning of the budget;
2. Search of sponsors and partners;
3. Search of a venue of competition;
4. Choice of candidates for jury;
5. Development of the program and concept of event;
6. Determination of date of tender;
7. Determination of the schedule of shootings;
8. Matching and training of personnel for event;
9. Creation of questionnaires for registration of participants;
10. Carrying out a casting on tender;
11. Shooting of plots;
12. Tasks for participants;
13. Rehearsals and training of participants;
14. Start of draw invitation on event / creation of a banner;
15. The notification of future guests about time and a venue of show;
16. Start of vote on two nominations;
17. Dress rehearsal in a show venue;
18. Tender start: organization of the show program, exits of participants;
19. Final and announcement of results
20. Competition completion.
On the basis of the analysis of this event held by the BEST organization it is possible to draw the following conclusions:
1. Planning process of event is complicated and does not give a clear picture of sequence of stages;
2. The entity is engaged in the organization only of specific events;
3. Lack of point of advertizing for event;
4. Owing to lack of advertizing insufficient profit.
When planning events and their organization in event-management of "BEST" the main problems of this entity is:
1. Low-quality website
2. Lack of SMM
3. Lack of a context
4. Lack of the Unique Selling Proposition (USP)
5. Lack of a payment for events
1. Low-quality website. In case of an entrance on the website the graphical component is evident low level; text loading too at a low level, plentiful quantity of "bricks" (unreadable texts on the website), completely is absent convenient and clear navigation on the website. Even if to post news about any event on the website, then the regular user can not see it since it will be just difficult to it to understand. A lot of work on copying and designing of the website is required. Moreover, the organization has no websites about events which it creates that would give more effect, than the organization can receive.
Conversion of this website is extremely low if the professional marketing specialist gives to this website even hour of time, conversion (percent of achievement of the purpose/percent of the visitors who have made the necessary events) will increase precisely twice.
2. Lack of SMM. SMM (CMM) — promotion in social media is an effective method of attrevent of audience on the website by means of social networks, blogs, forums, communities. SMM advertizing belongs to non-standard methods of promotion. Social Media Marketing is the most perspective method of promotion.
The percent of an involvement of people in VKontakte group, is less than 100-th percent, in case of 1360 people in group, each post has no more 3kh likes, and 0 comments, tells about complete misunderstanding of SMM as such.
The same problems in the Instagram application. Instagram — the free application for an exchange of photos and videos with elements of a social network allowing to make photos and video, to use to them filters, and also to extend them through the service and some other social networks.
In an Instagram information generally goes about occupations, model agency, photoshoots. Though content quite acceptable and if the organizations to try to be more creative and to place all information on events, then it is possible to get access to very abrupt content, but this content is not observed in a profile.
Subscriptions to the BEST profile of only 1178 people at the moment. The population of Khabarovsk constitutes 589 596 people for 2012. The most part of the population from 10 to 45 years has the appendix an Instagram and is able to use it. I.e. the audience at a profile can significantly increase if to be engaged in this application and social networks. This audience is important for various events which are held by the organization. But on a skolka nobody is engaged in promotion of these events, that very small number of the population about them is known and consequently he, will come to an event a little, and also the profit on events will be significantly lower, than can be.
3. Lack of a context. The cheapest and relevant option of advertizing completely is absent, namely there is no context.
The contextual advertizing is the tool directed to sales increase and involvement of new clients on the Internet. The contextual announcement is seen by users who look for on the Internet what is offered by the advertiser.
The contextual advertizing is text announcements which are shown to users on requests if the advertiser has added these requests to settings of an advertizing campaign. Announcements are shown to the user while he has shown interest in goods or service and, perhaps, is ready to purchase. The contextual advertizing happens search and thematic.
The search contextual advertizing is shown in search results in the largest search engines (Yandex, Google, Rambler, Poisk@mail.ru, etc.) or on the website (so-called vertical searches) if the request of the user matches keywords of the contextual announcement.
The thematic contextual advertizing is shown on the page of the website entering the Partner network of advertizing systems if the scope of advertizing corresponds to interests of the user. Thematic advertizing is shown as the additional information to contents of pages which are checked by the user. Though for display of announcements, the user does not make inquiry, all of them equally are in the sphere of its attention (i.e. are contextual).
Displays of thematic advertizing are performed on the basis of several technologies:
1. Contextual targeting – the contextual system in the automatic mode reads out content of pages of the website and shows the most relevant to contents of the page advertisements;
2. Behavioural technologies. In case of display of announcements the system considers history of search of the user on the Internet;
3. Remarketing. This tool is guided by behavior of the user on the websites of advertisers and shows advertizing of those goods and services which he looked through, added to cart and so forth.
The main contextual systems have extensive Partner networks of the websites:
- at system of Yandex. Директ is the Advertising Network of Yandex (ANY);
- at the Google AdWords system – it is the Google Display Network system (A contextual and media network, KMS);
- at the Runner – it is the Advertising network of the Runner.
The organization does not know what is a contextual advertizing and how many it can bring the organizations. If to study all system of this advertizing, then a large number of users will get on the website of the organization and on the websites of their events. Attendance of the websites will sharply increase also percent of the potential audience or participants of events also to increase, and from here increase in profit.
4. Lack of the Unique selling proposition. A unique selling proposition – one of the most important facts of the successful entity, difference from competitors. Unique selling proposition (UTP; English unique selling proposition, unique selling point; USP) — the advertizing strategy offered by agency Ted Bates, Inc.
The unique selling proposition should answer the following conditions:
Advertizing shall contain a specific proposal for the buyer: to purchase specific goods and to receive specific benefit;
The offer shall be unique, such which the competitor cannot make or does not do, though can;
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