ORM_01_EPM
INLEIDING EVENT MANAGEMENT.
ALGEMEEN ................................................................................................................................... 7
Een event is…....................................................................................................................................... 7
Voor- en nadelen. ................................................................................................................................ 7
Competenties eventmanager. ............................................................................................................. 7
Event categorieën................................................................................................................................ 8
Public events .................................................................................................................................... 8
Corporate events (focus) ................................................................................................................. 8
Private events .................................................................................................................................. 8
Eventdoelstellingen. ............................................................................................................................ 8
Belangrijk. ........................................................................................................................................ 8
Goede doelstellingen zijn SMART geformuleerd: ............................................................................ 9
EVENT FLOW / STAPPENPLAN ..................................................................................................... 10
STAP 1: doelstelling. .......................................................................................................................... 10
STAP 2: briefing. ................................................................................................................................ 10
Onderdelen. ................................................................................................................................... 11
2 Soorten briefing. ......................................................................................................................... 11
STAP 3: brainstorm. ........................................................................................................................... 11
Opbouw: ........................................................................................................................................ 11
Aanpak........................................................................................................................................... 11
STAP 4: concept. ................................................................................................................................ 12
STAP 5: voorstel................................................................................................................................. 12
STAP 6: budget. ................................................................................................................................. 12
STAP 7: presentatie – pitch. .............................................................................................................. 13
STAP 8: opvolging na presentatie. ..................................................................................................... 13
STAP 9: bevestiging. .......................................................................................................................... 13
STAP 10: voorbereiding. .................................................................................................................... 13
STAP 11: communicatie. .................................................................................................................... 14
STAP 12: retroplanning, draaiboek, budget & scenario. ................................................................... 14
Retroplanning. ............................................................................................................................... 14
Scenario. ........................................................................................................................................ 14
Draaiboek. ..................................................................................................................................... 15
STAP 13: opbouw. ............................................................................................................................. 15
STAP 14: coördinatie op event. ......................................................................................................... 16
STAP 15: afbouw................................................................................................................................ 16
MVB Inleiding Event Management 1
, ORM_01_EPM
STAP 16: debriefing. .......................................................................................................................... 16
STAP 17: facturatie. ........................................................................................................................... 16
STAP 18: follow-up na event. ............................................................................................................ 16
STRATEGIE EN TERMINOLOGIE. ................................................................................................... 17
Strategische doelstellingen. .............................................................................................................. 17
AMORE-criteria. ............................................................................................................................. 17
Operationele doelstellingen. ............................................................................................................. 17
Kritische Succesfactoren en Key Performance Indicators. ................................................................ 18
Risico’s. .............................................................................................................................................. 19
De ROI methodologie, om het succes van meetings & events te meten. ......................................... 19
De ROI piramide............................................................................................................................. 20
Waarde creëren. ............................................................................................................................ 20
Hoe meten? ................................................................................................................................... 21
Doelgroep. ......................................................................................................................................... 22
Tips. ............................................................................................................................................... 23
Het belang van research. ............................................................................................................... 23
Stap uit je comfortzone. ................................................................................................................ 23
Onderschat de invloed van culturele tradities en gebruiken niet. ................................................. 24
B2B, B2C, B2P, B2H...? ................................................................................................................... 24
Customer Journey. ............................................................................................................................ 24
band perception............................................................................................................................. 25
Visitor journey. .............................................................................................................................. 25
SWOT-analyse.................................................................................................................................... 25
Sterktes (strengths) ....................................................................................................................... 26
Zwaktes (weaknesses) ................................................................................................................... 26
Kansen (opportunities) .................................................................................................................. 26
Bedreigingen (threats) ................................................................................................................... 26
Concurrentieanalyse. ........................................................................................................................ 26
Stap 1 : identificatie van directe en indirecte concurrenten .......................................................... 26
Stap 2: Definieer criteria van concurrentieanalyse voor marktonderzoek .................................... 26
Stap 3: Informatie over uw concurrenten zoeken en vinden ......................................................... 27
Stap 4: benchmarking (vergelijking met de concurrentie) ............................................................ 27
The sweet spot. ................................................................................................................................. 27
MVB Inleiding Event Management 2
, ORM_01_EPM
PROGRAMMA & CONCEPT. ......................................................................................................... 28
Belangrijke opmerkingen. ................................................................................................................. 28
Beleving. ............................................................................................................................................ 28
Basisvoorwaarden beleving. .......................................................................................................... 28
Thema. ............................................................................................................................................... 29
Hero’s journey. .................................................................................................................................. 29
Gamification. ..................................................................................................................................... 29
Hybride events. ................................................................................................................................. 30
Format Hybride events. ................................................................................................................. 30
Verloop. ............................................................................................................................................. 30
DATUM. ..................................................................................................................................... 31
Ongunstige periodes. ........................................................................................................................ 31
Welke dagen? ................................................................................................................................ 31
Voorbeelden programma sites. ......................................................................................................... 32
DUUR. ........................................................................................................................................ 32
TIJDSTIP. .................................................................................................................................... 32
ENTERTAINMENT. ...................................................................................................................... 33
Meest voorkomende functies entertainment. .................................................................................. 33
Checklist entertainment. ................................................................................................................... 34
Sprekers. ............................................................................................................................................ 34
Presentatievormen. ........................................................................................................................... 34
Presentatietips. .............................................................................................................................. 35
Wie is Casey Neistat? ........................................................................................................................ 35
CATERING. ................................................................................................................................. 36
Soorten catering. ............................................................................................................................... 36
Cateraars. ...................................................................................................................................... 37
Culinaire invulling. ............................................................................................................................. 37
Aantallen en gemiddelden. ............................................................................................................... 37
Personeel. .......................................................................................................................................... 38
Allergieën, religie en voeding. ........................................................................................................... 38
LOCATIE. .................................................................................................................................... 39
Eventlocaties. .................................................................................................................................... 39
Zaalopstellingen. ........................................................................................................................... 39
Outdoor locaties. ........................................................................................................................... 41
Event in het buitenland.................................................................................................................. 41
Toegankelijkheid. .............................................................................................................................. 41
MVB Inleiding Event Management 3
, ORM_01_EPM
TENTEN. ..................................................................................................................................... 42
Soorten tenten. ................................................................................................................................. 42
DECORATIE................................................................................................................................. 46
Meubilair. ...................................................................................................................................... 46
Andere. .......................................................................................................................................... 46
EVENTTECHNIEK. ........................................................................................................................ 47
Licht & Geluid. ................................................................................................................................... 47
Termen. ............................................................................................................................................. 47
Crew. .............................................................................................................................................. 47
Opbouw. ........................................................................................................................................ 48
Kabels. ........................................................................................................................................... 49
Site Materialen. ............................................................................................................................. 51
EVENT COMMUNICATIE. ............................................................................................................. 54
Basis content. .................................................................................................................................... 54
Communicatieplan. ........................................................................................................................... 54
Publiek event. ................................................................................................................................ 54
Corporate event. ............................................................................................................................ 55
Dragers .......................................................................................................................................... 55
Basisregels communicatieplan. ..................................................................................................... 55
Content planning. .............................................................................................................................. 56
Customer Journey. ......................................................................................................................... 56
Doelgroep. ......................................................................................................................................... 57
No show. ........................................................................................................................................ 57
Digital marketing. .............................................................................................................................. 57
10 Event marketing guidelines. ..................................................................................................... 57
PROJECTMANAGEMENT. ............................................................................................................ 59
De klassieke projectaanpak. .............................................................................................................. 59
PROMOTIE. ................................................................................................................................ 60
Uitnodiging. ....................................................................................................................................... 60
Checklist uitnodigingstraject. ........................................................................................................ 60
Onmisbare informatie. .................................................................................................................. 61
Graag een seintje........................................................................................................................... 61
Dresscode. ..................................................................................................................................... 62
PRODUCTIE. ............................................................................................................................... 63
Goed uitgerust productiekantoor. .................................................................................................... 63
Keep calm. ......................................................................................................................................... 64
MVB Inleiding Event Management 4
INLEIDING EVENT MANAGEMENT.
ALGEMEEN ................................................................................................................................... 7
Een event is…....................................................................................................................................... 7
Voor- en nadelen. ................................................................................................................................ 7
Competenties eventmanager. ............................................................................................................. 7
Event categorieën................................................................................................................................ 8
Public events .................................................................................................................................... 8
Corporate events (focus) ................................................................................................................. 8
Private events .................................................................................................................................. 8
Eventdoelstellingen. ............................................................................................................................ 8
Belangrijk. ........................................................................................................................................ 8
Goede doelstellingen zijn SMART geformuleerd: ............................................................................ 9
EVENT FLOW / STAPPENPLAN ..................................................................................................... 10
STAP 1: doelstelling. .......................................................................................................................... 10
STAP 2: briefing. ................................................................................................................................ 10
Onderdelen. ................................................................................................................................... 11
2 Soorten briefing. ......................................................................................................................... 11
STAP 3: brainstorm. ........................................................................................................................... 11
Opbouw: ........................................................................................................................................ 11
Aanpak........................................................................................................................................... 11
STAP 4: concept. ................................................................................................................................ 12
STAP 5: voorstel................................................................................................................................. 12
STAP 6: budget. ................................................................................................................................. 12
STAP 7: presentatie – pitch. .............................................................................................................. 13
STAP 8: opvolging na presentatie. ..................................................................................................... 13
STAP 9: bevestiging. .......................................................................................................................... 13
STAP 10: voorbereiding. .................................................................................................................... 13
STAP 11: communicatie. .................................................................................................................... 14
STAP 12: retroplanning, draaiboek, budget & scenario. ................................................................... 14
Retroplanning. ............................................................................................................................... 14
Scenario. ........................................................................................................................................ 14
Draaiboek. ..................................................................................................................................... 15
STAP 13: opbouw. ............................................................................................................................. 15
STAP 14: coördinatie op event. ......................................................................................................... 16
STAP 15: afbouw................................................................................................................................ 16
MVB Inleiding Event Management 1
, ORM_01_EPM
STAP 16: debriefing. .......................................................................................................................... 16
STAP 17: facturatie. ........................................................................................................................... 16
STAP 18: follow-up na event. ............................................................................................................ 16
STRATEGIE EN TERMINOLOGIE. ................................................................................................... 17
Strategische doelstellingen. .............................................................................................................. 17
AMORE-criteria. ............................................................................................................................. 17
Operationele doelstellingen. ............................................................................................................. 17
Kritische Succesfactoren en Key Performance Indicators. ................................................................ 18
Risico’s. .............................................................................................................................................. 19
De ROI methodologie, om het succes van meetings & events te meten. ......................................... 19
De ROI piramide............................................................................................................................. 20
Waarde creëren. ............................................................................................................................ 20
Hoe meten? ................................................................................................................................... 21
Doelgroep. ......................................................................................................................................... 22
Tips. ............................................................................................................................................... 23
Het belang van research. ............................................................................................................... 23
Stap uit je comfortzone. ................................................................................................................ 23
Onderschat de invloed van culturele tradities en gebruiken niet. ................................................. 24
B2B, B2C, B2P, B2H...? ................................................................................................................... 24
Customer Journey. ............................................................................................................................ 24
band perception............................................................................................................................. 25
Visitor journey. .............................................................................................................................. 25
SWOT-analyse.................................................................................................................................... 25
Sterktes (strengths) ....................................................................................................................... 26
Zwaktes (weaknesses) ................................................................................................................... 26
Kansen (opportunities) .................................................................................................................. 26
Bedreigingen (threats) ................................................................................................................... 26
Concurrentieanalyse. ........................................................................................................................ 26
Stap 1 : identificatie van directe en indirecte concurrenten .......................................................... 26
Stap 2: Definieer criteria van concurrentieanalyse voor marktonderzoek .................................... 26
Stap 3: Informatie over uw concurrenten zoeken en vinden ......................................................... 27
Stap 4: benchmarking (vergelijking met de concurrentie) ............................................................ 27
The sweet spot. ................................................................................................................................. 27
MVB Inleiding Event Management 2
, ORM_01_EPM
PROGRAMMA & CONCEPT. ......................................................................................................... 28
Belangrijke opmerkingen. ................................................................................................................. 28
Beleving. ............................................................................................................................................ 28
Basisvoorwaarden beleving. .......................................................................................................... 28
Thema. ............................................................................................................................................... 29
Hero’s journey. .................................................................................................................................. 29
Gamification. ..................................................................................................................................... 29
Hybride events. ................................................................................................................................. 30
Format Hybride events. ................................................................................................................. 30
Verloop. ............................................................................................................................................. 30
DATUM. ..................................................................................................................................... 31
Ongunstige periodes. ........................................................................................................................ 31
Welke dagen? ................................................................................................................................ 31
Voorbeelden programma sites. ......................................................................................................... 32
DUUR. ........................................................................................................................................ 32
TIJDSTIP. .................................................................................................................................... 32
ENTERTAINMENT. ...................................................................................................................... 33
Meest voorkomende functies entertainment. .................................................................................. 33
Checklist entertainment. ................................................................................................................... 34
Sprekers. ............................................................................................................................................ 34
Presentatievormen. ........................................................................................................................... 34
Presentatietips. .............................................................................................................................. 35
Wie is Casey Neistat? ........................................................................................................................ 35
CATERING. ................................................................................................................................. 36
Soorten catering. ............................................................................................................................... 36
Cateraars. ...................................................................................................................................... 37
Culinaire invulling. ............................................................................................................................. 37
Aantallen en gemiddelden. ............................................................................................................... 37
Personeel. .......................................................................................................................................... 38
Allergieën, religie en voeding. ........................................................................................................... 38
LOCATIE. .................................................................................................................................... 39
Eventlocaties. .................................................................................................................................... 39
Zaalopstellingen. ........................................................................................................................... 39
Outdoor locaties. ........................................................................................................................... 41
Event in het buitenland.................................................................................................................. 41
Toegankelijkheid. .............................................................................................................................. 41
MVB Inleiding Event Management 3
, ORM_01_EPM
TENTEN. ..................................................................................................................................... 42
Soorten tenten. ................................................................................................................................. 42
DECORATIE................................................................................................................................. 46
Meubilair. ...................................................................................................................................... 46
Andere. .......................................................................................................................................... 46
EVENTTECHNIEK. ........................................................................................................................ 47
Licht & Geluid. ................................................................................................................................... 47
Termen. ............................................................................................................................................. 47
Crew. .............................................................................................................................................. 47
Opbouw. ........................................................................................................................................ 48
Kabels. ........................................................................................................................................... 49
Site Materialen. ............................................................................................................................. 51
EVENT COMMUNICATIE. ............................................................................................................. 54
Basis content. .................................................................................................................................... 54
Communicatieplan. ........................................................................................................................... 54
Publiek event. ................................................................................................................................ 54
Corporate event. ............................................................................................................................ 55
Dragers .......................................................................................................................................... 55
Basisregels communicatieplan. ..................................................................................................... 55
Content planning. .............................................................................................................................. 56
Customer Journey. ......................................................................................................................... 56
Doelgroep. ......................................................................................................................................... 57
No show. ........................................................................................................................................ 57
Digital marketing. .............................................................................................................................. 57
10 Event marketing guidelines. ..................................................................................................... 57
PROJECTMANAGEMENT. ............................................................................................................ 59
De klassieke projectaanpak. .............................................................................................................. 59
PROMOTIE. ................................................................................................................................ 60
Uitnodiging. ....................................................................................................................................... 60
Checklist uitnodigingstraject. ........................................................................................................ 60
Onmisbare informatie. .................................................................................................................. 61
Graag een seintje........................................................................................................................... 61
Dresscode. ..................................................................................................................................... 62
PRODUCTIE. ............................................................................................................................... 63
Goed uitgerust productiekantoor. .................................................................................................... 63
Keep calm. ......................................................................................................................................... 64
MVB Inleiding Event Management 4
