Let's get this show on the road

What lies beneath the bright lights, movie icons, rock stars and super models...the breathless extravaganzas that frenzied crowds shell out a few thousands to experience...the concerts, award ceremonies and corporate promotions? Lurking behind the scenes is a still-nascent industry that every now and again explodes into a few hours of pure enthrallment. It's an industry that is slowly creeping into the corporate consciousness as a viable alternative to more traditional communication methods. Event management as an industry is just taking off in India. It's hard to estimate the industry's exact size due to the unorganised nature of the different segments it comprises, but in '02 gross earnings from live entertainment and event management were estimated at Rs 330 crore. According to a FICCI report, event management of promotions and launches constituted the major part at Rs 170 crore. By '07, rationalisation of entertainment taxes could further boost industry revenues to Rs 1,160 crore. In 1991, live entertainment was just a Rs 2-crore industry, which grew to Rs 150 crore in '01. It is projected to grow at 30% per annum to a size of Rs 560 crore by '06. In '02, the industry managed over 1,000 live events. The increasing clutter, escalating costs and reduced efficiency of traditional media has encouraged disillusioned corporates to looks further afield, and many have settled on the more cost-effective event marketing option. Events allow a company to break through the ad clutter and target an audience by enhancing or creating an image via association with a particular event, while reinforcing the product or service and driving sales. Says Farid Currim, asst director of Event Management Development Institute, "There is a lot of competition with different brands being launched. Organisations need to innovate to keep people coming back. Events are also often accompanied with editorial (press) coverage, which increases visibility." Traditionally, events were considered useful for rural markets and for products with a ban on advertising like liquor and cigarettes. Low literacy levels and limited media penetration made events an imperative exercise in rural markets. But today, events are no longer confined to a few products and markets. Event marketing is gaining popularity in long-term brand image building and humanising of corporates. Sponsorship as a promotional activity has grown remarkably in recent years with current world-wide sponsorships estimated at $22bn. Moreover, recent professional reports show that 75% of marketing practitioners favour further developments of this communication tool. Unfortunately, in India, event marketing is still in a nascent stage. The lack of formal training in event management means that there is an shortage of professionals. Says Sabbas Joseph of Wizcraft, "There are no event managers we can hire, we create them." Still, training and education opportunities are evolving. There are now a handful of institutes that offer specialisations, diplomas and certificates in event management at the graduate and post-graduate level. Mudra Institute of Communications Ahmedabad (MICA) offers a specialisation in event management and direct marketing to students of its two-year post graduate (PG) programme in communications. The Mumbai-based International Institute of Event Management (IEM) offers a one-year part-time certificate course in event management. Event Management Development Institute (EMDI), Mumbai, offers a one-year PG diploma and a diploma in event management. The National Institute of Event Management (NIEM) offers two courses open to students with a higher secondary degree. NIEM runs a one-year diploma in event management and a three-year diploma in event management & mass media communication. The one-year diploma in event management covers basic and advanced event management, whereas the three-year course includes PR, advertising, mass communications, and film & TV techniques. Course content of these programmes includes theoretical concepts as well as practical training. In many cases institutes tie-up with event houses and clients so students can get on-the-job training. Event planning & marketing, PR, production, legal, technical and financial issues and measurement are some broad areas covered in these programmes. Recently, two more courses have found their way onto the event management scene: The Department of Continuing and Adult Education and Extension Work of SNDT Women's University, in collaboration with the IEM, has launched a diploma in event management for students who have passed their HSC or equivalent exams; and MICA has launched a nine months PG certificate programme in PR and event management. MICA also conducts a professional development programme on 'brand building through event management' directed at professionals from marketing, media, entertainment, event management, PR, advertising agencies and aspiring entrepreneurs. www.dgevet.in www.facebook.com/djvideek www.dg3.dgevent.in