Event Management Essay Report: Analysis of the SGP Fair 2019

This report provides an in-depth analysis of the SGP Fair, a gifts and premium fair held in Singapore in 2019. The essay begins with an introduction to the event, its target audience, frequency, and categorization as a corporate event. The core of the report focuses on the event's marketing mix, specifically examining the product and people aspects, supported by visual aids. It further evaluates event sponsorship, identifying key sponsors and their relevance. The analysis concludes with a summary of the event's success and recommendations for improvement, including highlighting sponsor posters, enhancing product offerings, and refining social media and marketing strategies. The report utilizes relevant academic sources to support its claims and provides a comprehensive overview of the event management process.

Running head: EVENT MANAGEMENT ESSAY
EVENT MANAGEMENT ESSAY
Name of the Student
Name of the University
Author Note

1
EVENT MANAGEMENT ESSAY
Introduction
The event which has been selected for the purpose of analysis can be mentioned
to be the SGP Fair which is a Gifts and Premium fair which was held back in 2019. The
fair was held for a period of three days at Marina Bay Sands in Singapore. The event is
an annual event which takes place once every year. The target audience of the fair can
be mentioned to be the wedding parties, the wedding planners and other party
organizers as well (Cudny, 2019). The event is very popular throughout Singapore and
other countries as well where several planners flock to the country to visit this fair and
purchase products. Based on theory, these events can be stated to be the corporate
events this is because it has been organized for business purposes.
Event evaluation
C. Event Marketing mix
The marketing mix can be essentially defined as the marketing tool which can be
made use of by the marketer to understand the elements of the offering. In association
with this, the marketing mix which has been made use of can be mentioned to be the
Product and People (Winkelmann et al., 2016).
Product: The product in the marketing mix can be mentioned to be the goods as well as
the services which are sold by the enterprise and in this case, being sold at an event. In
association with this, it becomes essentially important to state that the product being
sold by the enterprise has associated characters and product type as well (Tafesse,
2016). The products which are being sold at the event can be essentially mentioned to
be the wedding goods along with the luxury and creative offerings. These comprise of
the decorative items for the weddings, trousseau items for the wedding and other goods
which are often exchanged in a wedding in the form of gifts (SGPfair.com ,2020).
Moreover, there were several creative corners as well. Additionally, the products can
also be understood to be the premium items which are made us of luxurious individuals
to uplift their lifestyle.

2
EVENT MANAGEMENT ESSAY
Figure 1: The Products being sold
(Source: SGPfair.com ,2020).
Promotion: Promotion refers to the marketing and sales promotion events and
initiatives undertaken by the event managing committee or the enterprise to see to it
that there exists a large turnout at the different events. These refer to the activities such
as the free samples, advertising using Television and Radio. New age mediums
comprise of Mobile marketing, Push notifications and the social media marketing
techniques. The promotion aspect can be mentioned to be the method in which the
event is promoted throughout. The particular event is promoted with the help of online
mediums like Facebook and Instagram along with Newspaper and other print mediums.
It can be reflected that the SGP Fair made use of a variety of techniques using which
the enterprise was able to invite the different attendants to visit the fair and was also
able to influence the different sellers and participators to take part in the fair
(SGPfair.com ,2020).
People: The people can be mentioned to be the different individuals involved in the
marketing of the particular event. As the event management is mostly oriented and
focused on the management of different parties attending the event, the people skills
are a critical criteria to the success of the event. In association with this, it is essential to
mention that, the event involves sellers and event organizers who can be stated to be
well disciplined ad focused on their goals.
Figure 2: The People at SGP Fair
(Source: SGPfair.com ,2020).
d. Event Sponsorship

3
EVENT MANAGEMENT ESSAY
The event has been supported by a number of sponsors. In consideration with
this, the following image reflects the total number of sponsors involved in the event:
Figure 3: The entrance at the Fair
(Source: As created by the author).

4
EVENT MANAGEMENT ESSAY
Figure 4: The entrance at the Fair
(Source: As created by the author).
The different sponsors involved in the event can be mentioned to be the Kings
theory and theory, Promo Gifts association and print pack sign. The announcer of the
event was announcing the different sponsors at regular intervals and in consideration
with this; it was ensured that the different individuals attending the event were aware of
the various sponsors as present (Rinallo, 2019). The event sponsors are quite suitable
because they were involved in selling these products which relate to the wedding goods
as well as other premium items available (SGPfair.com ,2020).
The main reason why the event sponsorship can be considered to be a relevant
part of the event management is because it assists in ensuring that an event can be
managed well and that all resources can be adequately utilized. Moreover, it also
serves as an effective opportunity to the different sponsors to advertise their name, to
promote their goods and to be able to become popular. As the SGP fair attracts a large
number of people, this serves as an effective tool for the various sponsors to market
their goods and services (Liu, Zhang & Keh, 2018).
Conclusion
Therefore, it can be rightfully mentioned that the particular event turns out to be a
successful event annually as it tends to focus on the popular target segment. Moreover,
the location of the fair is also very attractive and helps in ensuring that the event is
being visited by thousands of people regularly. In case the event does not turn out well,
then in the future more segments could be added to make the event accurately.
Recommendations
The recommendations which can be given for the event can be mentioned to be as
follows:
1. Firstly, the sponsor posters need to be highlighted adequately. In association
with this, it is essential to ensure that, the event sponsors need to be focused on
in a better manner (Nufer, 2016).
2. Moreover, the product offering of the firm needs to be worked upon adequately
and more portfolios are to be added (Malik & Yunus, 2019).
3. Lastly, the Fair needs to follow a better social media and marketing strategy so
as to ensure that, more turnouts can be ensured.

5
EVENT MANAGEMENT ESSAY
References
Cudny, W. (Ed.). (2019). Urban Events, Place Branding and Promotion: Place Event
Marketing. Routledge.
Liu, L., Zhang, J., & Keh, H. T. (2018). Event-marketing and advertising expenditures:
the differential effects on brand value and company revenue. Journal of
advertising research, 58(4), 464-475.
Malik, S. F., & Yunus, U. (2019). Public relations event marketing to build brand
awareness of Jeunesse Global Indonesia. COMETRA, 1(1), 11-11.
Nufer, G. (2016). Event marketing and attitude changes.
Rinallo, D. (2019). Event marketing. EGEA spa.
SGPfair.com (2020). SGP Fair 2019. [online]. Available at:
https://sgpfair.com/gallery#em-inside-page (Retrieved on: 09 March. 2020).
Tafesse, W. (2016). Conceptualization of brand experience in an event marketing
context. Journal of Promotion Management, 22(1), 34-48.
Winkelmann, S., Dickenson, P., Souchon, A. L., Lee, N., & Michaelidou, N. (2016).
Event marketing and event sponsorship: can too much of a ‘good’thing harm the
brand. In Sport Marketing and Sponsorship Conference, Salzburg.