Alexey Berlov and Alexander Shumovich offered their own recipe for organizing events

<p>On July 9, at the Onto Arte Gallery, Eventum Premo Managing Partners Alexey Berlov and Alexander Shumovich, together with Alpina Publishers, presented a book summarizing the experience gained over the years of work in the event management industry.</p>

<p>The authors of the book spoke about the reasons that prompted them to share their thoughts and ideas that formed the basis of the book. Thus, in 2008, Alexei Berlov and Alexander Shumovich decided to summarize their experience in organizing events under a common cover with the title "Mixing, but not shaking: Recipes for organizing events". The result of difficult and interesting work was the book, which went on sale on June 25, 2009.</p>

<p>"The release of a new book on event management, based on extensive practical experience, is a significant event for the market and speaks of the degree of its development. This is a Russian book by Russian specialists about Russian events, the task of which is to bring their participants not only joy, but also profit," comments Alexey Berlov.</p>

<p>The title of the book was not chosen by chance. According to Alexei Berlov, "Mix, but not shake" is a quote from the James Bond movie. In the film, it was fundamentally important for the main character that the ingredients of his favorite cocktail had to be mixed, but not shaken. In the organization of events, it is also important to mix the right elements, but not in a chaotic order, but in the right proportion.</p>

<p>According to the authors, events are not just bright and memorable events in our lives, but also an indispensable marketing tool, a unique way to arrange a personal meeting between your client and the brand.</p>

<p>The main blocks of the book will help:</p>

<ul>
    <li>find out the real goals of the event</li>
    <li>choose the right concept of the event,</li>
    <li>build a scenario</li>
    <li>avoid mistakes in financial planning and managing the event management team</li>
    <li>choose technical support and decorations</li>
    <li>evaluate the effectiveness of the event</li>
</ul>