An event agency is a specialized company that organizes events ordered by its Clients. Event agency events are of short duration, take place over 1-4 days for a limited circle of people known to the customer and have a fixed budget, financed by the customer/Client.
Differences from other agencies
Production companiesorganize their own events, where they initiate the event and ensure its funding through ticket sales or sponsors. Event agencies do not hold their own events, but do them on the initiative of the customer, the Client.
BTL agenciescarry out promotions that are not events, since they are usually held either over a long period of time, have a wide audience, and are often held simultaneously in different regions.
PR agenciesspecialize in holding events for special audiences, mainly journalists. The main formats are press conferences, press tours and some others.
Structure
- Development Department (new business) - is responsible for searching and attracting new Clients, participating in customer tenders.
- The Client Relations Department is a group of managers who are the link between the client and the event agency.
- The creative department is the department responsible for creating event concepts and other creative materials. Copywriters (responsible for the text part of advertising), directors, and screenwriters work here. The department is headed by one or more creative directors.
- Production department - designers, production specialists. People who help bring to life an idea born in the creative department. Managers of this department order the services of event agency contractors.
In different agencies, some functions may be combined within one department.
Main sources of income
- Commission (agency management) is the amount that is paid by the Client to the agency for the services of organizing an event and which is determined as a percentage of the total event budget (a rate of 10% is usually the starting point for cost negotiations)
- Agency fee (discount) provided by Mr.
Basic services of an event agency
- Development of a creative concept for the event
- Selection and reservation of a site
- Inviting event guests
- Organizational logistics – provision of transport, delivery of all materials and personnel to the event site
- Catering (ordering catering)
- Selection of artists and entertainment acts
- Decoration of event premises
- Technical support for the event - light, sound
- Production of branded products
- Selection and training of promotional staff for the event
- Administration and holding of events
- Preparation of photo and video reports
Event agency contractors
- Venues, organizations providing premises for rent for events
- Artists and creative groups, show programs
- Printing and production companies providing decoration production
- Rental companies providing lighting and sound equipment for rent during the event
- Transport companies
- Booking agencies
Main event formats
- Corporate holiday (Company Day, Brand Day)
- Professional holiday (Oilman's Day)
- Company anniversary
- Corporate New Year
- Corporate outing
- Dealer conference, convention
- Offsite conference for partners / employees
- Cyclic meeting
- Ceremony (award presentation)
- Test drive
- Product launch / product presentation
- Team building (team building event)
- Incentive tour (incentive trip)
- Press events (press conferences, press tours, press presentations)
- Private events (Birthday, wedding, anniversary)
- Children's parties
Article written for Event-encyclopedia Eventum Premo
