Trade Show Event Planning: Apple Inc. Project Management Report

This report provides a detailed analysis of event planning and project management for an Apple Inc. trade show. It begins with an introduction to event planning, defining the processes involved in managing events like trade shows, and outlines the background and scope of the specific trade show organized by Apple Inc. The report identifies the objectives of the event, focusing on showcasing new products and influencing customer purchases. It then explores entertainment activities planned to attract the target audience, including games, quizzes, interactive demos, and celebrity appearances. The report emphasizes the importance of identifying and targeting the correct audience, detailing the strategies Apple uses to reach its stakeholders. Project management tools are outlined, including a breakdown of costs associated with various activities. The report also addresses potential risk factors, such as cost overruns, competition, and equipment failure, and discusses methods for evaluating the project's success, including schedule adherence, quality, cost-effectiveness, and stakeholder satisfaction. The conclusion summarizes the key findings and reinforces the importance of effective event planning and project management for achieving desired outcomes.

Events and Entertainment
Planning and Project
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND AND SCOPE OF EVENT..................................................................................1
OBJECTIVES OF EVENT..............................................................................................................1
ENTERTAINMENT ACTIVITIES.................................................................................................2
TARGET AUDIENCE....................................................................................................................2
PROJECT MANAGEMENT TOOLS.............................................................................................4
PROJECT TEAM MANAGEMENT AND STRUCTURE............................................................5
BUDGET FOR THE PROJECT......................................................................................................5
AWARENESS OF POTENTIAL RISK FACTORS.......................................................................6
EVALUATION OF THE PROJECT...............................................................................................7
CONCLUSION................................................................................................................................8

INTRODUCTION
Event planning can be defined as the procedure of managing a specific project, for instance
trade shows, parties, meeting etc. It can also be referred to as process of planning as well as
coordinating the event. The planning of events involves various activities such as scheduling,
budgeting, arrangement of resources which requires hosting of particular event. An effective
event planning is very much essential in order to successfully organizes and host specific
program. Event management planning aids in reducing stress and for providing high level of
satisfaction to clients.
The purpose of the project is to demonstrate the feasibility of events in context of both
financially and operationally. Study will include the detailed event management plan for hosting
trade show. In addition to this, Apple Inc. is being chosen for assessment. It is one of the leading
multinational technology company in the world. Its headquarters are located in Cupertino,
California which designs, develops as well as sells consumer electronics, computer software amd
online services. Apple Inc was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald
Wayne. Company has more than 500 retail stores.
BACKGROUND AND SCOPE OF EVENT
Earlier companies used to do door to door marketing for promoting the goods or services.
But with the passage of time, there has been great transformation in the marketing activities of
firm. Modern trade shows resulted from the combination of traditional British retail shops and
educational exhibitions with deep-rooted trade fairs. Trade show is basically a platform utilized
by business entities for launching of new products (Philip, 2014). It is considered to be as an
appropriate face to face marketing event.
Now a days, trade shows have become an effective way of promoting goods or services to
customers. Promoting goods through trade shows is considered to be as an effective strategy as it
helps business entity in reaching to wide number of customers (Camilleri, 2018). In context of
Apple, in context of Apple, an organization has planned to organize trade shows for inform
people about new models of mobile phones and applications which are recently launched by
company.
OBJECTIVES OF EVENT
Trade show is considered to be as an exhibition organized by companies in order to
showcase as well as demonstrate their latest products to customers. Purpose of organizing trade
1

show is to influence people to buy specific mobile phone. Business entity wants to demonstrate
the benefits of utilizing the specific application launched. The best advantage of trade shows is
that, company not only target their customers, but they can target all of its stakeholders such as
investors, suppliers, shareholder etc. In addition to this, other purpose of an enterprise is to
analyze current market trends and explore as well as capture opportunities. Trade shows are
sponsored by trade association for particular industry, and there are thousands of associations
running shows every year (Biesenthal and et.al., 2015). It is fact that, exhibition at trade shows is
brilliant way to find the customers in order to help the development and growth of the business.
As per the report of Center for Exhibition Industry Research (CEIR), 86% of the shows attendees
were the decision maker or influenced the decision of customers.
ENTERTAINMENT ACTIVITIES
Before planning the entertainment activities, it is very much important for event manager
to develop the understanding about behavior of targeted audience to whom Apple company want
to attract. The games and Quizzes will be organized by company for attracting the audience. All
the workers who will be hosting an event would be providing with training. The attendance in
Trade shows requires huge amount of investment. Apple company also invest huge amount of
fund to maximize the Return on investment (ROI).
Both design will be unique as well as attractive (Smith, 2017). In addition to this,
interactive demos will be given as well as videos will be shown in order to attract audience
attention. Free trade shows tickets will be given in order to encourage an individual to visit trade
shows. One celebrity will be invited by organization for promoting their products
(Gopalakrishna, Malthouse and Lawrence, 2017). Valuable give away is the strategy which is
adopted by apple company for attracting crowd during trade shows. Moreover, arrangement of
healthy dinner and lunch are also organized by the company.
TARGET AUDIENCE
When it comes to marketing, it is very important to select the audience which company is
going to target in trade shows. It is fact that company will not achieve anything if they don't have
selected audience. Target audience is important in both marketing as well as in trade shows. The
best thing about trade show is that company can target everyone who are present in the
tradeshows. It is very critical and big mistake of a company is going in trade show and they do
not know their target audience (Entertainment, 2016). It is very important if company want to
2

achieve ultimate success. Apple company used to target all of its stakeholders in the trade shows.
The products and services they are offering are affordable for only high-income group with high
standard of living. Apple company is achieving the great heights of success because they are
targeting correct audience. In order to attend the tradeshows, it requires huge amount of
investment. Apple company also invest huge amount of fund to maximize the Return on
investment (ROI). For example- one of the best exhibitions of Apple which is Apple Expo. It is a
European Annual Sales conference as well as technology exposition which is held by Apple Inc.
The conference featured by 250 exhibitors annually with Apple being its primary exhibitor. In
order to target the correct audience, Apple company used to follow some steps or technique
which are as follows-
They Determine the Target Audience- This is the first step which is followed by the Apple
company use to identify the target audience in order to examine the existing base of customers.
They recognize all the recent stories of success as well as identify the unique characteristics of
those customers such as demographics, level of employment, purchasing power etc. It is fact that
Apple company and all other companies are achieving the great heights of success because of
their key stakeholders. After that, they turn the attention to lead management and they put more
efforts on sales team of company when they are going in trade show exhibition (Ickman and
et.al.,2016).
They Compare with Trade Show Audiences- When company select the audiences that is to be
target in the Trade Show, they make sure that it fits with the trade shows or not they are going to
attend. Basically, company can get all the details from the Trade Show association website.
Generally, maximum Trade Shows provide all the necessary details of audience who are
attending the event. Apply company attend only Trade Shows which are useful for the company
like shows in which high income groups of people, high living standard people and high
occupation groups. In addition to this, the management of Apple company who are responsible
for looking on the trade shows are also check the timing of Trade shows. It is because if the
Trade shows are organized in the working hours than they avoid that event because certain
investors, professionals might be less likely to attend than if it happened on weekend. Thus, they
do proper research before going to attend any Trade shows.
At the Show- Apple company at the show are at top list because of its strategic designing of
booth and its selling techniques. The demos of Apple company are also very attractive as it
directly influences the mind of its customers and other stakeholders (Van der Wagen and White,
3

2014). In addition to this, Apple company allows highly trained staff to represent the company in
Trade Shows.
PROJECT MANAGEMENT TOOLS
Activiti
es
1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
Plannin
g for
Expo
Buildin
g of
Team
Sponsor
/
Finding
the
main
partner
Finding
the
perfect
location
Selectio
n of the
Caterer
Execute
the
Marketi
ng Plan
Creating
4

the
onsite
Marketi
ng
material
Wang
Up
The above Gantt Chart shows all the activities which are required to be follow while
organizing the Trade show-
1. Plan the expo- This is the first step in which event manager will focus on identifying the
potential market, drafting a project specification and market plan and establishing the
budget. It will take approximately 3 weeks.
2. Building of Team- This is the next step which event manager will hire a project manager,
event planner, marketing manager and sales manager in order to execute the Trade Show
in a systematic manner (Ellert and et.al.,2015). In addition to this, web designer, graphic
designer will also be hired. It will take 1st to 5th week.
3. Sponsor/ Finding the main partner- This is third step which is very important because it is
very essential to promote expo which is very complex task. Thus, sponsorship is the best
way. It includes, sharing database of customers etc. It will take 3rd to 6th week.
4. Finding perfect location- This is also one of the most essential activities in order to bring the
entire team on a single platform (Apanavičienė and et.al.,2015). It will take 5th to 8th week.
5. Selection of Caterer- Trade Shows also needs a good caterer and healthy food and tasty
food. Event manager have to decide the the type of food and the way of serving. It will
take maximum three week to decide.
6. Execute the Marketing Plan- Once the date and place of event or trade shows is decided
than event manager will start promoting through cold calls, mailing Email marketing,
social media promotion, display, PPC etc. It will approximately take 4 weeks.
5

7. Creating on site marketing plan- In this stage, manager want to make sure that all the
exhibitors, attenders, speakers as well as sponsors will have the best experience during
the event. For example- banner pasting, prhrames bags, Swag bad, Flyers etc.
8. Wrang-up- This is the last activity where event manager will have to handle the multiple
task and make the event successful. It will approximately take 5 weeks.
PROJECT TEAM MANAGEMENT AND STRUCTURE
In building project management team, it is very important to follow the steps which Apple
company also followed fort having effective team as well as well-defined structure which are as
follows-
Determine the project goal- It is very important for everyone that they should identify the goals
before starting any anything. Goals can be tangible and intangible. goals which are measurable
are tangible and goals which are immeasurable are intangible (Layton and Ostermiller, 2017).
Apple company have both intangible and intangible goals as they desire to achieve million by
making more customers aware of their goods and services.
Determine the Project Constraints- Boundaries where the team work is known as constraints.in
the planning of event, constraints might be small venue, small budget or anything. Thus, it is
very essential that planner should determine them as well as keep them in kind as the progress of
planning.
Determine the team members as well as Stakeholders- In planning of project management team
and structure it is very important that team members and stakeholder should bring on a single
platform. Effective communication is also very essential in bringing the team members and
stakeholders on a single platform.
Determine all tasks- In planning of project management team and structure, it is very important
that event planner of Apple company should determine all the task which are required to
complete the plan which is organizing Trade show. For example, venue, menu, timing etc.
Define Leadership- In planning of project team and well-defined structure, it is also very
important that there should be a defined leadership style which is to be followed (Potkonjak,
Empire Technology Development, 2016). In event planning, it requires ideas and plans for better
decoration, food and etc. Thus, democratic leadership style is best in planning of trade show.
BUDGET FOR THE PROJECT
6

Expenses Budget Expenses Actual Expenses
7

Venue $50000 $50000
AV $89000 $75000
Decor $28000 $28000
Food and Beverages $34000 $28000
Entertainment $7000 $7000
Event Documentations $4000 $3800
Guest Services $1200 $1200
Registrations $10000 $10000
Communication $6500 $8000
Advertising or Marketing $6000 $12000
Logistics $0 $0
Other $5000 $7000
Total 2,40,700 230,000
AWARENESS OF POTENTIAL RISK FACTORS
Risk is the vital factor in each and every organization or event or any other work. So, it is
very essential to make sure that risk factor should be evaluated before planning any event or
8

Trade Shows. It is fact that Trade show will be directly affects the company’s profitability and
performance as well as image in the market (Hall and et.al.,2018). It is very important to control
or minimize the risk factor which can be arise in holding an event. Risk which are included are as
follows-
o It needs at least a day and probably more time.
o Cost which is involved is also costly.
o Displaying of trade shows is also very expensive.
o Competition is also there which is also a risk.
o Failure of tools or equipment’s due to power cut.
o Medical emergencies.
o Fires and flood.
o Food safety concern.
o Climate change or natural disasters.
EVALUATION OF THE PROJECT
Evaluation of the project is also very important part as it is very essential that the
performance or success of the project should be evaluated. The event manager at Apple company
used to evaluate the project by five ways which are as follows-
Schedule- The plan of the project which is organizing Trade show can be evaluated by the
timing as it is completed and start on time or not. Delay in timing directly affects the quality of
the project which straightly influence the image of company (Webb, 2017).
9

Quality- This is also one of the most important and critical part of the project. The quality of
project can be measure by the using the instrument called key performance indicator (KPI).
Cost- This is also another part of the project. if the cost of project is raised by the budgeted
amount than it will be not a cost-effective project but if it is under the or equal to budgeted
amount than it will be cost effective budget.
Stakeholders satisfaction- Stakeholders are the key in achieving the success because it is not
possible that project will lead to success without the satisfaction of stakeholders. the success of
project can be measured by stakeholder satisfaction (Arnesen and Foster, 2016).
CONCLUSION
The above report concluded that event planning is the procedure of managing a specific
project, for instance trade shows, parties, meeting etc. It can also be referred to as process of
planning as well as coordinating the event. This report also concludes the background and scope
of event, objectives of event in detailed manner. Further, entertainment activities, target audience
was also summarized in this assignment. Budget was also prepared in this report. Moreover,
potential risk factors, project management team and structure were also illustrated in this study
report.
10

REFERENCES
Books and Journals:
Akrotirianakis, I., Chakraborty, A. and Liu, J., Siemens AG, 2017. Maintenance event
planning using adaptive predictive methodologies. U.S. Patent Application 14/849,649.
Apanavičienė, R and et.al., 2015. Sustainability aspects of real estate development:
Lithuanian case study of sports and entertainment arenas. Sustainability, 7(6), pp.6497-
6522.
Arnesen, D.W. and Foster, T.N., 2016. Planning for the known, unknown and impossible-
responsible risk management to maximize organizational performance. Journal of
Business and Behavioral Sciences, 28(1), p.40.
Biesenthal, C and et.al., 2015. Temporality in organization studies: Implications for strategic
project management. Open Economics and Management Journal, 2(1).
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Ellert, G and et.al., 2015. “Expect the unexpected” New perspectives on uncertainty
management and value logics in event management. International Journal of Event and
Festival Management, 6(1), pp.54-72.
Entertainment, B., 2016. Company profile. Saatavissa: http://eu. blizzard.
com/en-gb/company/about/profile. html [viitattu 18.1. 2016].
Gopalakrishna, S., Malthouse, E.C. and Lawrence, J.M., 2017. Managing customer
engagement at trade shows. Industrial Marketing Management.
Hall, S and et.al., 2018. Security management for sports and special events: An interagency
approach to creating safe facilities. Human Kinetics.
Ickman, S and et.al., 2016. Event planning within social networks. U.S. Patent 9,253,615.
Layton, M.C. and Ostermiller, S.J., 2017. Agile project management for dummies. John
Wiley & Sons.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from English.
Moscow:“Williams” Publishing House. 496.
Potkonjak, M., Empire Technology Development LLC, 2016. Parking facility resource
management. U.S. Patent 9,275,392.
11

Smith, E., 2017. THE KEY TO SUCCESSFUL EVENT PLANNING: A CASE STUDY ON
IDENTIFYING THE MOST APPROPRIATE MODEL OF EVENT PLANNING
(Doctoral dissertation, Cardiff Metropolitan University).
Van der Wagen, L. and White, L., 2014. Human resource management for the event industry.
Routledge
Webb, A., 2017. Project management for successful product innovation. Routledge.
12