Innovation in Event Management space & Creation of a tangible Brand presence - Valay Lakdavala

Innovation in Event Management space & Creation of a tangible Brand presence. Perspective from a students future.

It all began with  the era of theatres and film productions, the so called 'event management industry' was all about building pandals and renting set, sound and lights for regional functions. Strong Network and creativity in production were the drivers to success, the events industry then was a execution and planning tool across limited platforms like print media and broadcasting channels, the focus was BTL approach of awareness by visual appeal. Globalisation, technology advancement and digital media has brought an exponential change in the way the event industry is perceived today, with an urge to influence the audience brands today expect the event managers to achieve their marketing objective (whether it is a TV serial or a product launch) by creating a emotional and personalised connect with the audience for a long lasting brand recall.

With more and more global MNC's investing in India, the need for corporate event management companies has been on an all time high. Brand launches, seminars, conferences, trade shows, awards ceremony, MICE, Networking events… we have 10 of them happening everyday in every metro city and who else can manage all of them right from building concepts to execution of the campaign on ground in a most unique way with the best ROI.

Innovation in online technology has brought radical difference in the way an individual experiences a brand. The substantial improvement in the AV equipments, stage and lighting instruments has added a surprised wow factor to the audience experience . The growing Tablets and smart-phones users have increased thirst of information on the digital medium, and this change is not only limited to the world wide web it is quickly shifting to the business spheres. Mobile applications have become the next-generation platforms for event management from broadcasting an event to locating it on the map, you can do it all on your mobile.  Mobile Apps nowadays have become advanced enough to take care of almost all your personal needs. The FIFA world cup was great fun this year not only by its fame but by its ability to engage larger group of audience by a cool app that gives real time information on schedules, players line-ups, updates.  Social media has innovated our way of connecting with a huge audience pool at any given moment. Linked in, Facebook and Twitter are the social drivers that connects individuals globally in rapid, cost effective and most personalised way.

The event industry has grown exponentially in size and profile over the last 5 years. As it continues to grow new areas of knowledge and innovation will become increasingly important to facilitate the increasing strategic expectation of any event.
Core areas of project management, logistics and financial planning will have to be rebalanced and supplemented with strategic planning, technology integration and knowledge across multiple platforms.  Event management is an exciting and growing industry where no two projects are same, a unique career for people who have a passion for planning, out of the box thinking and zeal for innovation.