(Tiểu luận) topic event implementation at the american chamber of commerce invietnam hanoi chapter

FACULTY OF MANAGEMENT AND SCIENCEBACHELOR THESIS Topic: EVENT IMPLEMENTATION AT THE AMERICAN CHAMBER OF COMMERCE IN VIETNAM HANOI CHAPTER Student : Nguyen Tuyet Mai Student’s ID : 1119

TopicEVENT IMPLEMENTATION AT THE AMERICAN CHAMBER OF COMMERCE IN

VIETNAM - HANOI CHAPTER

NGUYEN TUYET MAI

HANOI – 2023

FACULTY OF MANAGEMENT AND SCIENCE

BACHELOR THESIS

Topic:

EVENT IMPLEMENTATION AT THE AMERICAN CHAMBER OF COMMERCE IN VIETNAM

HANOI CHAPTER

Student : Nguyen Tuyet Mai

Student’s ID : 11193304Supervisor : Dr Nguyen Thi Le Thuy

HANOI – 2023

ACKNOWLEDGEMENTSThe Bachelor Thesis with the topic "Event Implementation at The American Chamber of Commerce – Hanoi Chapter" results from my relentless efforts and the

enthusiastic support and encouragement of teachers, friends, and relatives As a result, Iwould like to express my sincere gratitude to those who helped me during this thesis'scompletion

First, I would like to express my sincerest thanks to all the teachers of the NationalEconomics University, the faculty of Management Science majoring in PublicManagement and Policy, for imparting valuable knowledge and professional attitudes

to me during four years of studying and practicing at school

In particular, I am sending my sincere thanks to the Dr Nguyen Thi Le Thuy, whodirectly enthusiastically guided and provided valuable comments to my thesis Thoseare precious suggestions not only in the process of doing this thesis but also a steppingstone for me in studying and expanding my career path in the future

I want to thank the leaders and managers of The American Chamber of Commerce forcreating favorable conditions for me during my internship at the chamber Havinghelpful contact and answering questions helped me gain more understanding, practicalknowledge, and future job requirements

With limited knowledge and internship time at the company, my report cannot avoidshortcomings I look forward to receiving comments and criticisms from teachers andcolleagues in the Faculty and University to fulfill my thesis

Thank you sincerely!

STATUTORY DECLARATION

I herewith formally declare that I myself have written the submitted Bachelor Thesisindependently I did not use any outside support except for the quoted literature andother sources mentioned at the end of this paper

I clearly marked and separated listed all the literature and all other sources which Iemployed producing this academic work, either literally or in content

Hanoi, …/…/2023SignatureNguyen Tuyet Mai

LIST OF TABLES 8

LIST OF FIGURES 9

INTRODUCTION 10

CHAPTER 1 –THEORATICAL BASIS ABOUT EVENT AND EVENT IMPLEMENTATION 12

1.1 Event 12

1.1.1 General Concept and Constituent Elements 12

1.1.2 Event characteristics and its benefits 14

1.1.3 Event classification 15

1.2 Event implementation 17

1.2.1 Definition of event implementation and its purposes 17

1.2.2 Pre-event Preparation 19

1.2.3 Event Performance 27

1.2.4 Evaluation 31

1.3 Factors Effect on Event Implementation 32

1.3.1 Internal factors in event organization 32

1.3.2 External Factors 33

1.4 Outstanding experiences and lesson learned from several organizations to American Chamber of Commerce in Vietnam – Hanoi Chapter 34

1.4.1 Event implementation experiences of The British Chamber of Commerce in Vietnam (BritCham) 34

1.4.2 Event implementation experiences of The European Chamber of Commerce in Vietnam (EuroCham) 34

1.4.3 Lesson Learned for The American Chamber of Commerce in Vietnam - Hanoi Chapter (AmCham Hanoi) 35 CHAPTER 2 – THE REAL SITUATION OF EVENT IMPLEMENTATION IN AMERICAN CHAMBER OF COMMERCE IN VIETNAM – HANOI CHAPTER.36

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2.1 General information about American Chamber of Commerce – Hanoi

Chapter 36

2.1.1 The process of formation and development 36

2.1.2 Mission, vision and objectives 37

2.1.3 Organizational Structure 37

2.1.4 Financial Situation at AmCham 39

2.1.5 Performance of functions and tasks 41

2.2 Analysing the real situation of AmCham Event Implementation from 2019 to 2022 43

2.2.1 Pre-event Preparation 44

2.2.2 Event Performance 48

2.2.3 Evaluation 52

2.3 General Evaluation about Event Management of AmCham Hanoi 53

2.3.1 The advantages 53

2.3.2 The limitations 54

2.3.3 The main causes of limitations 55

CHAPTER 3 – POTENTIAL RECOMMENDATIONS TO IMPROVE EVENT IMPLEMENTATION OF THE AMERICAN CHAMBER OF COMMERCE IN VIETNAM – HANOI CHAPTER 57

3.1 Event Implementation Orientation for The American Chamber of Commerce in Vietnam – Hanoi Chapter in the period of time from 2023 to 2025 57

3.1.1 Orientation developments about Event Implementation of The American Chamber of Commerce in Vietnam – Hanoi Chapter in the period of time from 2023 to 2025 57

3.1.2 The strategy to improve event implementation of The American Chamber of Commerce in Vietnam – Hanoi Chapter in the period of time from 2023 to 2025 58

3.2 Potential recommendations for The American Chamber of Commerce in Vietnam – Hanoi Chapter to improve event implementation 59

3.2.1 Improving pre-event preparation stage 59

3.2.2 Improving event performance stage 60

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16

3.2.3 Improving evaluation 61 CONCLUSION 63 REFERENCES 64

: The British Chamber of Commerce

: European Chamber of Commerce Vietnam: Human Resources Management

: Foreign Direct Investment

: Meeting Incentive Conference Event: Volatility, Uncertainty, Complexity, Ambiguity : What is in it for me

: Revenue on investment

: Schedule Variance

LIST OF TABLES

Table 1.1 Types and Features of Advertising Channels

Table 2.1 The number of event activities hosted by AmCham Hanoi

Table 2.2 Training Schedule for AmCham Interns/ Staffs

Table 2.3 Agenda AmCham Gala 2022

Table 2.4 Marketing campaign result for AmCham – BritCham Networking Event2023

Table 2.5 Checklist for piece of stuffs to bring to venue

Table 2.6 Tracking liquor inventory in and out in venue

Table 2.7 Some common conflicts in AmCham Hanoi events

LIST OF FIGURES

Figure 1.1: Event constituent elements

Figure 1.2 Event classification

Figure 1.3 Event management planning

Figure 1.4 Event implementation process

Figure 1.5 Flat traditional organizational structureFigure 1.6 Dynamic organizational structure

Figure 1.7 Event strengths and weaknesses

Figure 1.8 Event opportunities and threats

Figure 2.1 AmCham BOG chart

Figure 2.2 AmCham Hanoi executive office

Figure 2.3 Income

Figure 2.4 Expenditure

Figure 2.5 Fund balance

Figure 2.6 Satisfaction rate for AmCham meetupFigure 2.7 AmCham event organizational chartFigure 2.8 Gantt chart for AmCham Gala 2022Figure 2.9 Table chart for AmCham Gala 2022

In a world where change and integration happen minute by minute, events and theirrelated sectors become an integral aspect of life in all respects in general and with tradeassociations, which is the bridge between government and business and business tobusiness in particular Implementing events in trade associations contributes to creating

a forum for member companies in the chambers, government, and state agencies tohave the opportunity to exchange information, find proper strategies, and help theassociation's members facilitate in terms of the business environment to promoteinvestment in Vietnam At the same time, events play an essential role in creating acommunity for networking, finding potential partners, and expanding their businesstogether

With the development and importance of the event as well as the needs of eventimplementation besides event management at business associations, The AmericanChamber of Commerce in Vietnam - Hanoi Chapter (AmCham Hanoi) focuses onimplementing strategic events and annual events to maximize the benefits of AmChammembers, and at the same time become a companion of American businesses investing

in Vietnam to equip them with legal knowledge, and protect the interests of businesseswhen investing in a new environment outside the U.S as Vietnam These events allowthem to speak up and contribute to drafting laws that may affect the businessenvironment in which they invest To be able to carry out those missions, afterpreparing well for the event from the very first steps of ideation, AmCham Hanoi pays

a great effort to the implementation step, then to the end of the event to ensure that theevent goes smoothly as well as to avoid any unintended risks and meet the needs ofattendees both in terms of experience and benefits

However, during my internship and work at AmCham Hanoi, I realized that thisbusiness association still has some limitations in the process of event implementationdue to the impact of both the internal and the external environment that leads toincomplete experiences of the AmCham guests, or the confusion in the AmCham teamsometimes Therefore, I chose the topic "Event Implementation at The AmericanChamber of Commerce in Vietnam - Hanoi Chapter" to analyze in-depth the currentsituation of this step at AmCham, thereby proposing proper solutions to AmChamleaders so they can consider improving the event implementation step in the futureevents

My thesis will focus on analyzing the current situation of event organizations atAmCham in the period from 2020 to 2022, which is the booming time of COVID-19 tothe new normal, comparing two different inspired Chambers in Vietnam and thenfigure out the potential suggestions to fulfill the event implementation step of AmChamHanoi

The structure of this thesis consists of 3 different chapters:

Chapter 1: "Theoretical basis about event and event implementation" acts like an

introductory knowledge chapter that provides a general view of two important terms,

"event" and "event implementation," then provide some practical examples of 2

chambers and some valuable lessons for AmCham Hanoi These concepts will helpdevelop more profoundly into the realities along the other chapters in this thesis.

Chapter 2: "General Information about The American Chamber of Commerce in

Vietnam – Hanoi Chapter" provides insight into AmCham Hanoi and evaluatesAmCham events' advantages, limitations, and the roots of all the limitations Thischapter may be vital in proposing solutions to improve the AmCham eventimplementation phase

Chapter 3: "Potential recommendations to AmCham Hanoi," will dive deeply into

AmCham's strategy in the short-run of AmCham Board of Governors These short-termstrategies will lay a solid bone to improve the suggestions for AmCham leaders aboutevent implementation in the future to put into practice, evaluation, and makeadjustments timely

CHAPTER 1 –THEORATICAL BASIS ABOUT EVENT AND

EVENT IMPLEMENTATION

To understand the processes of implementing events at AmCham Hanoi as well as atother Chambers throughout the thesis, gaining an overview from the fundamentaltheories about events and event implementation is the foundation for a deeperunderstanding of the applied of AmCham compared to the European Chamber ofCommerce Vietnam (EuroCham) and the British Chamber of Commerce in Vietnam(BritCham), which are two influential chambers in foreign direct investment (FDI) intoVietnam market Besides that, some questions such as "why is an event important intoday's volatility, uncertainty, complexity, ambiguity (VUCA) era, especially inbusiness associations? "and "how to classify an event when there are a lot of confusingevents types?" or "what are the factors to make a successful event?" will be analyzedin-depth in this chapter

1.1 Event

1.1.1 General Concept and Constituent Elements

In human life, people can easily engage in at least one event held for an exact purpose.However, most people have yet to learn about what an event is or have generalknowledge about these terms When searching for the word "event" in CambridgeDictionary, people can find the statement simply as "anything that happens, especiallysomething important or unusual." However, regarding the academic aspect, Dr SherryAbraham from the Department of Tourism Studies defines "Events are happenings,often used to suggest that what happened was on an unusual scale." Another famouspractical person, Shumovich, states, "event is a kind of human activity, suggesting ameeting and interaction of different people, time-limited and related to theimplementation of any common purposes (Shumovich 2018, p.112) ProfessionalDonald Getz defines an event as "having experiences (phenomenology) and meanings(hermeneutics) He also states, "There are many styles of planned events, produced formany purposes, but in every case, there is the intent to create, or at least shape theindividual and collective experiences of the audience or participants" (Getz, 2007) From these definitions of "event" above, we can know that an event may occur as aunique moment that celebrates or supplies for a specific purpose, such as networking orcelebrating These concepts of "event" are also the premise to develop other factorsrelated to the characteristics of the event, the benefits of the event, and the work related

to event implementation to build a successful event in the following sections of thethesis

Besides the event concept, to create a successful event, it is necessary to learn aboutconstituent event elements if help creates excellent impressions and experiences forattendees to make solid impressions and meet the needs and expectations of the guestsabout their events Generally, there are five key elements that people can easily observe

in any event, as shown in the chart below

Figure 1.1: Event Constituent Elements

Source: BrandsVietnam

The topic is the first, which is also an essential part of the further steps Finding thebest topic for an event requires a massive effort from the team, from the initial step todefining the audience's needs by conducting research and surveys In some cases, thatevent is held for celebrating or for a ceremony such as a wedding, prom, or graduation;this step will take less effort than other business events This step is conducted from thevery beginning of the planning process After choosing a great topic, it is time todevelop other details but ensure they follow precisely the main topic

The following element is an impressive critical moment This is the factor that decideswhether the event is being bear in the audience's mind because if there is no "wowfactor" that attracts guests' attention, they may conclude that the event has nothingimpressive They may consider it a boring thing Without the "wow factor" or, in otherwords, "impressive moment," it may lead to a significant reduction of guests insubsequent similar company events This element plays a more vital role in a businessevent than any other real-life joint event

Next, an excellent design is also an element that an event must have This elementrequires much time and effort to make a particular design product Moreover, peopletend to assume that images are more powerful than words That is why designingproducts creates a strong sense of impressive at first sight In addition, these vividimages can deliver good content to the target audiences Another aspect is the theme of

an event Every event is unique because of the event theme In this era, eventorganizers or event agencies tend to combine their primary colors and market trendingcolors in their theme

The fourth element is about the fascinating agenda that brings their audience throughevery section smoothly We can see that content is the part that cannot be ignored Theorganizer team must link every part of the event created, but not too much,surprisingly, to ensure the guests' flow is maintained Most people believe that aparticular event may have a bad design, but smooth content is much better than a well-prepared design event but terrible agenda So, ensure that the agenda is linked betweencomponents, adding some reasonable "wow factor" but not too much surprise to suitany target audience

Event Elements

The final element is the venue It should have good service, sufficient area to arrangeevent activities, a comfy sense, and delicious canapes and drinks for the guests duringthe event In addition, the venue must adapt all the safety requirements related tohealth, fire, ad so on.

1.1.2 Event characteristics and its benefits

From the definition above, it is clear that an event is "something that happens."However, analyzing its characteristics is vital in running an event smoothly andmeeting its objectives Looking from an overall perspective, "Event" has three maincharacteristics are

A platform for Interaction and Networking

Uniqueness and perishability

Entertainment, ceremonies, and rituals

Labour Intensiveness, networking with vendors, and teamwork

Fixed time-scale

Financial Planning

Ambiance

Creative edge and the "Wow factor"

"Non-routine" means that an event may be held in a particular year, at a specific venue,and with a detailed agenda that would occur in this event only Even if this event could

be held again, it can only happen at a different venue or have a clear agenda that guideswhat is happening during the previous event For example, during Lunar New Year,Vietnam's local authorities organize an annual festival for their citizens; however, eachyear, this festival occurs at a different time, and its tentative agenda is also different.Regarding "unique," it means that even if an event held with the same purpose, it is stillcan not duplicate 100% from another event hosted by a particular group, company, orlocal authority

The last point, "One in a lifetime" experience, refers to the feeling, the response, andeverything memorable moment that happened in the event also creates a lifetimeexperience for the participants which cannot be found twice in any event

Audiences Summarizing the characteristics of the event, from 4 different points here,everyone should consider a better event strategy because any event, whether itsucceeds or fails, stays in mind In a successful case, an event can expand brand/localimage and build customer/participant trust and loyalty On the contrary, it can hurtthese essential aspects

Regarding the benefits of the event, its most significant benefit is to provide anextremely sensual experience in which all five human senses are engaged It is time forparticipants to anticipate "feels good" experience Moreover, the event also aims to be agood opportunity for people to interact with each other, especially for sponsors or thosewho want to expand their business market For a few other events, events are anopportunity to promote arts and entertainment, which is extremely good for promotingtourism and building corporate, regional, and national image.

In terms of marketing, events are an effective tool to help increase interaction andawareness of brands and products to a potential customer group Besides, these eventsbuild loyalty Brand in customers On the other hand, it also provides feedback to theorganizer, something traditional marketing tools cannot give (just numbers that do notestimate correctly) Compared with the past, "Traditionally, events are considereduseful for rural markets and products that are banned from advertising, such as alcoholand tobacco Low literacy levels and limited media penetration make events a necessity

in rural markets But today, events are no longer limited to a few products andmarkets." (Dr Sherry Abraham, Department of Tourism Studies, p 3)

There are many changes, which means that work will be new and highly openopportunities if one delicately grasps market changes

1.1.3 Event classification

According to Getz, “events are a form of tourism associated with the specific resources

of the place where it is held to attract potential visitors Events can be classifiedaccording to content, location, scope, size, and importance.” (Getz 1997, p.315)

As can be seen, like every industry, the event is also divided into groups for easyanalysis and application However, with any way of divination, the event organizersshould consider the goal and objectives of each event type and their target audience,who are invited to get to know their guests’ expectations from the event precisely Italso helps create a comfortable atmosphere and avoid unwanted situations during theevent Generally, experts have many ways of dividing event types However, asillustrated in the chart below, most choose to divide the event into two segments based

on size and purposes, including all aspects of life, from economics and society toculture

Figure 1.2 Event Classification

Event Classification

Source: Special Events, Goldblatt

Firstly, talking about the size The most significant events are called mega events,which generally target International markets, require calculating the costs accurately,and include many stakeholders The best example here is the Olympics, Super Bowl,etc., which include much effort from stakeholders and considerably impact a large area.Regional events, on the other hand, are designed to increase the appeal of a specifictourism destination or region These events attract significant local interest and a largenumber of participants as well so generating significant tourism revenue The annualnational chewy Blossom festival in Washington, D.C., is an excellent example of thisevent People can join this event as a festival and tradition

Minor events related to meetings, parties, conventions, award ceremonies, exhibitionsporting events, and many other community and social events fit this category Thisevent is most common these days, especially in the business environment, as aneffective way of marketing, networking, and so on

Secondly, regarding purposes, it is divided into four different types that are represented

by four different activities

life-Next, educational events are often related to the education industry; they come frompreschool activities, opening and closing events, graduation ceremonies, and highschool prom Through these events, guests can learn a few more skills, enhance theirexisting skills and apply them in real life These events can be interpreted as a form of

"playing" and "learning" rather than "entertainment" and "education," according toMitchel Resnick of MIT's learning laboratory These events are expected to explode inthe future, combining both online and offline after COVID-19 occurs, so eventorganizers can flexibly adapt, navigate both hybrid and in-person events to increaseefficiency, and at the same time, best prepare their work in the future from the problem

of being replaced during the VUCA era

Marketing is the next event on the "purposes" list Usually, these events are private,limited to a particular group of people, and organized by retailers to introduce productsand services, a crucial part of their marketing plan Apple's annual product launch event

in March and August is an excellent example of this event Apple really masters this byusing live events, helping to create immersive experiences for thousands of customers.Furthermore, these events contributed significantly to revenue, making Apple's nameand boom in the electronics industry

Finally, reunion; these events will often include family, military, or groups that want to

be reunited, such as classmates and colleagues Due to the increasing standard ofliving, it is forecast that reunion events will explode in the next 10-20 years Researchconducted by Ypartnership in 2009 also demonstrated that over 20% of Americantravelers are motivated to attend family reunion events (Ypartnership, 2009)

1.2 Event implementation

1.2.1 Definition of event implementation and its purposes

Figure 1.3 Event Management Planning (Source: Event Management, SherryAbraham)

This above analysis, combined with the picture of event management planning above,can help understand the event and its characteristics and give a general view of thewhole process The point of holding an event is more than just prepared content and thedesign enough; people are also focusing on how to make the event successful bytreating all their participants, including guests and hosts, a sense of fulfillment andmeeting all the expectations To bring them these special experiences requires hosts tospend a great time on event planning and put much effort into the period before andafter the event and the showtime, which is related to "Event Implementation." Event implementation is a stage where hosts bring outstanding ideas from the coldpaper into real life, where participants can feel, can touch with all their senses According to Guy Masterman, "Event implementation" is "a process concerned witheverything required to execute the event successfully This requires specialmanagement skills The event, whatever its timescale, is transient, with a start andfinish It is a project." (Guy Masterman, 2004)

The essential thing in this process is controlling everything to follow the plan After theevent planning, two stages of event implementation will occur when the decision tohold the event is made Then, it is necessary to discuss the strategy during thepreparation period with a detailed checklist, trained human resources for the event, andmuch more actions with stakeholders to create such a great event These parts will beanalyzed in the next part of the thesis

In general, it aims to minimize the risk and maximize the enjoyment of the event'saudience For example, the enjoyment of business purposes should be image branding,networking, and promoting trade among different countries At the same time, forguests, it tends to be an amazing feeling, the vivid effects during the event, a goodservice, and they can get what they expected even if it is material or non-material.Regarding minimizing the hidden risks, event implementation ensures that every action

is under control and follows the correct line without any unexpected situation by doingproper flexible actions to deal with the trouble during the showtime

Thus, it can be concluded that event implementation is a process that requiresthoroughness and investment from the first small steps to the last ones to close an eventwhich requires independence and flexibility in work associated with the organizationprocess to achieve the best results and avoid unintentional problems In general, theevent stage is a continuous process that includes three main stages:

Pre-event preparation: tasks include detail event planning (activity; time;

people; finance); building the event team; Training event team

Event performance: focus on marketing for the event; Motivation to participate

in the event; Conducting event activities; Resolving conflicts during eventperformance

Controlling and evaluation: the main task of this stage is to monitor the

activities of the event; Evaluate event implementation; Adjust elements(operations, people, facilities, and finances) if necessary

Figure 1.4 Event Implementation Process

Source: Event studies, Donald Getz

The following sections will analyze each of these stages in detail

1.2.2 Pre-event Preparation

The first involves pre-planning all required to produce the event where the aim isclearly to deliver an event at the time and on the day required." (Guy Masterman,2004) Overall, this stage will have some basic tasks as below

1.2.2.1 Build the team

Pre-event

Preparation

Build the team

Training event team

Detail planning

Event Performance

Marketing for eventMotivation to registration Conducting event activitiesResolve conflics

Evaluation

Formative evaluationsProcess evaluationOutcome or summative evaluations

Human resources are an essential factor that is put on top in all fields and with everyorganization This is no exception for the general event industry and eventimplementation.

The first step in building the team is to form an event organizational chart Althoughonly some organizations have a similar organizational chart, they have an internalstructure that determines the person in each position who can run the event smoothlydaily

On the one hand, this may show the promotion opportunities for the employee Forexample, the flat organizational structure, as the figure 1.5 below, is less opportunityfor growth, so that staff may look for other job opportunities outside

Figure 1.5 – Flat traditional organizational structure (source: Goldblatt, p.131)While with the dynamic and complex organizational charts in figure 1.6 may buildloyalty and cooperation between employees

Figure 1.6 – Dynamic organizational structure (source: Goldblatt, p.132)

Then, the leaders may be flexible in considering the event's organizational suit chart toensure enough well-qualified laborers for the event implementation In some cases,they can make flexible between the flat and dynamic in some departments to attractemployees to stay with the company

After having the organizational structure and considering people that fit each position,sometimes, it may have positions that nobody in the organization can fit in, or it

requires many people that the organization can not adapt Then, it is time to considerrecruiting outside

In general, with any event, there are some sources of human resources, from VolunteerCoordination and Contract Temporary Employees, to support the event implementationwith the event team

Regarding volunteer coordination, these resources can be the lifeblood of events, andmany volunteers drive most events Moreover, there is no doubt that if the eventorganizers give volunteers valuable training and rewards, this group can bring a hugeimpact and be a part of successful events

To find potential volunteers from other corporations, event organizations initially tend

to offer event sponsors; then, the corporation provides executives to give advice andconsultation or a team of volunteers to handle the event Another way to seekvolunteers is through civic and fraternal organizations such as public and privateschools In fact, many institutions and schools have students willing to support theevent, so recruiting this group could greatly benefit event organizers

If some positions cannot seek volunteers or volunteers’ qualifications are not matched,then recruiting temporary contracts are a better option Team leaders can limit costswhile utilizing cost-effective HRM by hiring temporary workers during peak times ofthe year This will enable the event leader to retain only the required staff membersyear-round Due to the improved ability to allocate resources to fewer permanentemployees, event leaders can also keep the permanent workforce longer However, themajor drawback of this approach is the need for appropriate candidates for short-termpositions, such as proper skills Employing hospitality and event students fromneighborhood colleges and universities or offering short-term and long-termprofessional internships can reduce the possibility of dealing with improper conduct.These programs can help evaluate potential future staff

To approach to potential applicants, social media such as Facebook, Twitter, andLinkedin play a vital role During the seeking process, it is necessary to remember the

"what is in it for me" (WIFM) principle to find volunteers or temporary staffs Ensurethe two-side benefit is the tips to have valuable volunteers in a team If event leaders orevent team can give them what they want, they will give the event everything

1.2.2.2 Training team

The most crucial thing after recruiting the organizational structure is training, whichgives the newest team enough skills and a professional attitude for the show time,especially with volunteers and temporary contracts who have less time to engage in andget used to the working style of the organization Julia Rutherford Silvers, CSEP, inProfessional Event Coordination (2003), describes how using "reverse scheduling"assists event planners with the realistic scheduling of human resources RutherfordSilvers states, "When estimating the time required for each task defined, you mustconsider all constraints, assumptions, capabilities, historical information, andmandatory dependencies (the tasks that must be completed before another task canbegin)."

Training is not time-consuming as many people assume, but it is a comprehensivestage However, the good news is that publishing a handbook and giving orientation inperson can help with this problem According to Goldblatt, "Training may take theform of a social gathering, such as an orientation, or it can be formalized instruction inthe field at the actual event site It does not matter how you deliver this training; everygroup of volunteers will require a different method to help them learn However, it isimportant that you test for mastery to ensure that they are learning and applying theskills you are imparting Mastery can be tested through a written exam, observation, or

a combination" So ensure that after training new resources, giving an exam to test theirknowledge may benefit the event showtime period and avoid the bad things happened.After testing, leaders may separate the volunteers' skills level and assign tasks to eachbut remember coaching and mentoring during the event to achieve the main objectives.Many leaders and event teams forget to say "thank you."Please do not wait until theend to say these words and give them a certificate; even if it sounds prettystraightforward, it empowers the team and shows them that leaders can see their greateffort for the event Moreover, this action also builds a loyal team and ties therelationship, which benefits the event and organization in the future

1.2.2.3 Detailed planning

At this stage, it requires as below:

Date, time, and location

Agenda

Financial

Healthy, safety, risk management and security

a, Date, time and location:

First, regarding the organization date and time, only organize on weekends or holidays

to reach more participants Next, issues from external factors such as weather also need

to consider, especially when an event is an outdoor event, such as meetings at theswimming pool, park, or garden of a luxury hotel; event managers should considertimes with good weather, watch the weather forecast to make sure of timely backupsolutions or plan accordingly The second issue to consider in the detailed planning ischoosing a venue Once the venue has been selected, make sure to call to check theprice and see if it is still available at least half a month before the event to make surethe venue has a room with the estimated number of guests and within the organizer'sbudget—event organization One thing to keep in mind when choosing event venues isthat the regulations on fire prevention and fighting at the venue must follow the law,which is also a must for managers to follow to ensure that they are safe Ensure theorganizer and participants' safety and health during a fire

Tom Kaiser states that prior to any meeting, the participants should be assignedprework to prepare them to participate actively in the meeting The Event Leaderdetermines the scope and level of the prework based on the skills and responsibilities

of the planning team members Then, after determining the time, date, and location, the

announcement of this information is critical for the planning team to work on theagenda The planning team members should, however, be prepared to contributepractical information in addition to their opinions as a result of their preparation."

b, Agenda:

Some parties often create a parallel agenda with the two processes of choosing a timeand place Talking more deeply about the content of the agenda, it is necessary to payattention to the following points

● Time to welcome delegates

● Opening speech

● Speaker for sections if it is a seminar, performances if it is events forcelebration or festival

● Break time (long section, many days)

● Activity in the event

● Closing activity

● Time frame details

Always list the right guests and sponsors and ensure they attend or sponsor the event.Besides the above, it should be remembered that we need to add additional factors toensure that the event is unique, providing one in a lifetime However, be prepared toadjust the “wow factor” based on event purposes because in some business events andconferences, adding some factors may lead to an adverse reaction from delegates When everything is set up already, the hosts can move to the step of invitationactivities Thanks to advanced technology, the invitation now could be printed or insoft copy Some organizations, especially government agencies, NGOs, and NPOs,combine two types of invitations above to be professional, to store and maximize theresponse of their guests However, whichever type, it could follow six components tocreate a compelling invitation:

1, Host’s name or event organizer

2, Date, time and location

3, Dress code or dress requirements

4, Transportation and parking

5, Website adress (URL) embeded on invitation/ QR code in hard copy

6, répondez s’il vous plaît RSVP) which mean “please reply” (

In addition, an invitation should include this content to ensure audiences understand

1, Event purpose

2, Names of committee members

3, Speaker names

4, Summary of event history

5, Number of tickets (add if the ticket is limited)

6, VIP status

It is necessary to note that these components are optional and should be appliedflexibly to suit each event type

After designing the invitation that is ready to send to guests, it is time to open forregistration and notify stakeholders about the event Typically, there would be twodifferent cases for this step related to different types of events, or they can combine twomethods flexibly which suit their events

In the first case, which requires sending an invitation The hosts must draft theinvitation to include the same theme of design and contain some main content of theevent, such as date, time, location, agenda, and speakers at the event to give the targetaudience an overview of the purpose of the event, and what the guests should expectwhen attending the event Relevant topics that matter to them Ensure to include thename and contact information of people at the host organization to contact if needed or

to confirm their registration This may help encourage attendance by enabling potentialguests to connect with a natural person to answer any questions After creating theinvitations and collecting their information about whether they will attend, the eventteam should create an invitation list for checking in on the launch day event => sendthe invitation, set a deadline, and follow up with the critical person or sponsor.The second case is related to the open register The team must prepare the image of theinvitation that includes every critical information as the first case, then upload thesethings on their landing page, media publications, advertisements, and posters in mediachannels

c, Budgeting:

It can be said that budgeting preparation is the challenging part of the pre-preparationevent To complete this tricky step, the event team comes up with some assumptionsabout the event with a general overview However, staying within the budget requires amassive effort to estimate and manage financial decisions during the event period Ingeneral, there are three mistakes that event leaders and teams tend to fall into,according to Goldblatt

1, Profit-oriented events: Revenue exceeds expenses in this type of event Typical

examples are events produced by corporations to generate new sales

2, Break-even events: revenue is equal to expense A good example is an association

conference In this case, event professionals should budget the event, keeping thebreak-even assumption in mind Admission fees should be calculated at the rate thatwill cover all expenses and break even

3, Loss leaders or hosted events: These events are designed to lose money initially.These events are usually organized to promote a cause or agenda and are not designed

to break even or generate a profit Good examples of such events are universitygraduations or governmental celebrations

Depending on the purpose and type of event, event organizers will balance revenue andexpenditure for budegeting according to the 3 categories above

Next talking about the source of money for the event, it can be said that most eventshave fund draising According to Getz, there are fund-draising actions as follows:telethons

auctions

The following is how Wyman (1989) categorized fundraising occasions.

Extravaganzas are expensive, exclusive, and memorable huge events whoseattractiveness depends on attracting the correct audience "bargain hunters andgamblers" refers to people who attend fundraising casinos or auctions for good deals The "educational" category includes things like motivational speeches and seminars

"Donation," sometimes known as "planned giving," is when an individual or groupmakes a gift or establishes an endowment for the institution This occurs frequently andmay involve will bequests The recipients are typically charity organizations, andofficial receipts are provided for tax deductions

"Grants" are typically given by government organizations and foundations to advance acause Local governments frequently subsidize events to support the arts, buildcommunity and togetherness, enhance the quality of life, and achieve urbanregeneration objectives

In most events, food and beverage sales are a necessary function, a possible benefit todraw in particular market segments, and a significant source of income Severalimportant alternatives and concepts need to be considered while designing this crucialaspect of event operations

Planning for the types, quantities, sizes, and goods should align with financialobjectives Andera (1994) indicated that 100,000 guests need roughly 5,000 servings,

or 33 large outlets, as a general guideline for the number of outlets needed for festivals.Although they can be biased if the event is to pay upfront, suppliers might occasionallyoffer information or recommendations on the quantity of food and beverages is ideal.Managers can more accurately predict their needs moving forward by monitoringattendance and food/beverage sales

Managers can more accurately predict their needs moving forward by keeping an eye

on attendance and food/beverage sales

One more source of money for the event is entrance fees or selling ticket This sourcecannot apply to all kinds of events; it tends to use for business events, discussions, orseminars, which bring a massive sharing for many people That is why leaders shouldconsider collecting this money to avoid adverse reactions from guests and affect thenumber of participants

After obtaining particular money to pay for the event, the most important thing is toensure the balance of revenue and expenditure for the event, security, and safety in thepayment process (cash, transfer, credit card), and taxes if event organizers are notNGOs or NPOs

When organizing an event, an essential factor that needs to be considered is themanagement of risks related to health, safety, and security.

During an event, there can be severe risks:

Crowds jostling during concerts cause death

Football fans riot in the streets causing massive property damage

Guests at the event got food poisoning

Next, the event's negative impact on the environment and society also lead to the risk

of making the event incomplete In addition to the threat of danger to attendees,members, and volunteers may also face legal problems and financial losses So to avoidthis, these potential risks must be anticipated and addressed in the eventimplementation

"Health and Safety Management" aims to safeguard stakeholders against dangers totheir health and safety It is people-centered and addresses very significant crowdcontrol and security issues

The closely linked process of anticipating, averting, or avoiding potential expenses,losses, or issues for the occasion, company, partners, and visitors is called "riskmanagement." Which comes first: financial loss, the event's or organizers' existenceand reputation, or one's health and safety?

About “healthy and safety management”, this work is closely related to riskmanagement and security A specific manager or "safety officer" might be required inmore significant events and at event venues Health and safety management must occurover the whole "life-cycle" of the event, starting with its concept stage and ending onlywith termination of the event organization from concept, long-ranging planning, staff,supervisors for food and beverages, security, emergency procedures; comfort andhealth stations and related personnel, site security; final evaluations

Experts suggest an emergency action plan to ensure that staff and volunteers respondpromptly and adequately to predictable and unusual problems Instructions should beposted in all appropriate areas so everyone can access emergency telephone numbersand other procedures

Several other essential measures include:

provision of smoke detectors and fire extinguishers

provision of first-aid kits, stretchers, and nursing stations

readily available communication devices

on-site or on-call police, fire, and ambulance services

health & safety

Financially, this could mean a loss of revenue sources, theft of assets such as data,names and logos; costs exceeding expectations; or lawsuits or other unexpected costs

In terms of management, there is the risk of goal displacement, takeovers ormismanagement From a health & safety standpoint, accidents at and outside the eventare possible along with other factors such as health problems, fire, crime, terrorism,social disturbances or unanticipated emergencies And finally in terms of theenvironment there may be negative impacts on the environment, community andeconomy as well as natural hazards such as earthquakes and floods

There are a variety of strategies to manage risks associated with events (Berlonghi,1990) Avoidance is key - managers should anticipate potential risks, assess thelikelihood and impact of those risks, and work to avoid or reduce them if possible.Better management, training, or operations may be enough for some hazards to keepthem at an acceptable level If any problems occur, emergency plans and contingenciesmust be in place To spread risk management responsibility across stakeholders,sponsors, and other organizations can be made accountable Sometimes the parent body

or municipality can even take on these risks themselves Lastly, insurance is important

- not only to cover in case of unexpected events but also because insurance companiesmay require proof that a proper risk management system is in place before offeringcoverage

1.2.3 Event Performance

a, Marketing for event

Generally, people in every sector tend to use Marketing Mix, which includes the FivePs: product, promotion, price, public relations, and place However, with eventmarketing, it is one more P: Positioning

"Positioning is the strategy of determining through intuition, research, and evaluationthose areas of consumer need that your event can fulfill" (Hoyle) In a book calledEvent Marketing (2011) by Christopher Preston, he adds an additional P to themarketing mix Also, he demonstrates five key considerations when positioning anevent, including location, attention span, competitive costs, the program, and thesimplicity of the marketing plan

Besides the marketing mix above, in real life, event leaders usually use eventpromotion techniques to promote their events effectively in the target market There arefive typical techniques:

key rings, coffee mugs, and other products), and outdoor media (billboards)"(Goldblatt, 2012, p.228) There is a difference between large and small events Largeevents tend to advertise on multiple channels, while small ones focus on one or twoplatforms their target audiences use The table below will summarize some media foradvertisement, as Goldblatt mentioned.

Table 1.1 Types and Features of Advertising Channels

Print

advertising Magazines,membership directories, flyers,newspapers,

poster, brochures, etc

For focus groups to make theevent well-positioned for success.Electronic

media Radio, television, the Internet,and any form of advertising

that involves electronic

Message on buses, subways,

and other forms of

transportation

Aimed at a wide market, effectivefor circuses, fair, festivals, andother events that diversity groupscan attend

Advertising

specialties Clothes, calendars, refrigeratormagnets, coffee mugs, writing

instruments, and key chains

Giving away or offering as apremium, as an incentive topurchase a product or service Outdoor

advertising Billboards Reach larger number of potentialevent participants for an extended

period of time

Source: Special Events, Goldblatt

The essential point to note is that with any media type opting for marketing, it isnecessary to conduct market research to determine the effective channel to reach thetarget audiences, then build reinforcement and retention Finally, measure the reaction

to develop the best marketing campaign for future events

The following technique is public relations This technique includes informing andpersuading The first action, "informing," is related to public designing, printing, andmedia kits announcing the event on proper channels such as TV, radio, etc The secondaction, "persuading," is applying the material in the first step to make the targetaudience support the program In fact, events are the fastest-growing segment of thepublic relations strategy (Goldblatt, 2014, page 229)

Cross-promotions mention cost-effectively allocating market resources That is thereason why cross-promotion requires marketing partners Now the question is how toseek a marketing partner The answer is to determine which activities will benefit theevent, prepare a description of the resource the team can bring to the event, and thenpresent to potential partners to develop the marketing campaign together In addition, ifapplying this technique, prepare the report to partners after the event carefully with adetailed description of the event's data

Analyzing and applying "street promotions" is popular in the event industry Thistechnique focuses on taking the message to the street, including handing out flyers andcelebrity appearances at the shopping mall Remember that this marketing techniqueoccurs in a public area, so ensure that all activities are allowed and within the bounds

Using these techniques in Vietnam in the era of advanced technology, it is evident thatthe Vietnam market shows tremendous interest in social media and staying online fromthe new generation and the millennial generation In fact, it has shown considerablesuccess through the booming of the event industry in every aspect and businessenvironment Then, event organizers and companies focus on cross-promotion,billboards, and public relations combined with soft trends on the Internet to catch thetarget audience's eyes to their upcoming events

b, Motivation for registration

The event team should focus on their design products to encourage many people toattend an event Some classic advertising terms like "free," "discount," "now," andother calling-for-action words influence the customer to join the event Besides that,insert some testimonials; the last event pictures may also create customer interest andbuild the differentiate from other competitors

c, Conducting event activities

After everything is well planned, next is the performance step in the event Althoughthis is the step that takes place in the least amount of time, it determines the success orfailure of the event in the impression of attendees

On the day of the event, the organizer needs to prepare the work of setting up thestandee, backdrop, etc at the event venue with signposts for attendees In addition,media publications and content related to the sponsorship contract of the parties alsoneed special attention during this period to serve the completion and acceptance ofbenefits after the agreement The event went smoothly and professionally

Follow-up work related to check-in and taking care of guests participating in the eventshould be considered and given for certain staff to do this stuff Besides that, if theevent is about a forum, a business submit that journalists can come, so make sure thatthere is also a team that checks in for media and also notices which part of the eventthe media companies are allowed to join in

Continuously updating event information to remind guests and attendees on socialmedia is also an important step that requires diligence and human resources In the

current era, some organizations also combine live streaming to increase interaction andbuild the company's image with the customer files they target.

d, Solving the conflicts

In any event, people can encounter a ton of potential problems, especially during theevent implementation process Then, tackling immediately the happened problems will

be the powerful key to leading to a successful event for event stakeholders

A colleague of Goldblatt also faces this trouble In this situation, Goldblatt suggests thefive-step list that provides a framework for event planners to understand, analyze, andsolve event problems

UNDERSTAND the size, scope, and time sensitivity of the problem

IDENTIFY the key informants and stakeholders affected by the problem Determine if there is a MODEL or comparable problem whose solution could beused for this problem

TEST the potential solution by seeking the collaborative input of those affected

by the problem If the problem is urgent and requires an immediate response,use a precedent or other model to frame your response

Once a decision has been made, MONITOR the impact to determine if anythingfurther must be done to mitigate future problems resulting from your decision

to identify the limitations and solves the problems

improve the event implementation in particular and event management ingeneral

measure whether it is success or failure and its reasons

report to sponsors and other stakeholders to fulfill the contracts

receive more support for not only this event but also for the event in thefuture

Getz classifies "evaluation" as "the subjective determination of worth to place a value

on something - yet it often employs quantitive measures and techniques." There arethree types of evaluation people can quickly confront in real life

Formative evaluations: conducted during feasibility research and the

pre-preparation stage of an event

Process evaluations: to improve the effectiveness during the event operation by

using observation and quality control techniques or during the eventimplementation process as a whole

Outcome or summative evaluations: undertaken after the event or planning

period to evaluate the effect, overall value, and whether it meets the expectationand follows the planning It is also material to invest in sponsor reports