EVENT PLANNING:

FROM 5 W`S TO 8 W`S

Sinia Zari

General remarks

HE role of events is growing in many fields of social life and

in corporate activities. Events serve to launch products,
services, corporate and social responsibility or new managerial
teams. At the same time, there is a growing number of internal
events creating:

The history of the Roman games is very well known. It still fascinates novel
writers, movie directors and historians. The circus production was growing
to such an extent, that, as a consequence, a whole event industry was
developed. Huge number of people and businesses were involved in the
process of game organization: from gladiators to transporters of sand
(sometimes from Egypt), from clearing the whole areas from dangerous
predators (the European lions were exterminated), producing a positive
externality opening those areas to farming) to Vestal Virgins guarding the
sacred flame that was kept burning during the games. An event production
was in perfect harmony with the design of the buildings. The round shape
was boosting the desire of masses for more excitement, i.e. blood - having a
view of the rest of the circular building.

Event Planning: From 5 W`s to 8 W`s

a) A good platform for the exchange of ideas, expressing

opinions, promoting cohesion among the staff, gathering
employees around the strategy of the company,
b) MICE industry is showing that, beside all modern means of
virtual communication, there is still a growing importance of these
sectors of creative industry. According to the MPI (Meeting
Professionals International) and its FutureWatch, meeting
attendance, as well as the number of corporate and association
meetings would continue to grow. It shows also that there is a
growing demand for meeting planners and other meeting
professionals. In order to satisfy the needs of the meeting attendees
and participants, planners and professionals have to go ahead with
the recent changes in the market for the event industry, but also
with the latest technologies. An intense planning process seems to
be a critical point for achieving good results and outcomes, and
producing returns on investment.
c) Special events have a very long history. Ancient time
festivals, the Olympics in Greece or gladiator combats and t h e
numachia in the Roman amphitheatres were extraordinary,
carefully planned events. As special events represent a very unique
moment in time, and have to produce a strong appeal to senses, it
seems that it is not that simple to subsume the special events
planning process under the standardized methodologies. An
approach toward the event planning process is modified due to
strong and frequent involvement of governmental bodies, local
authorities and t h e non-profit sector in the organization of festivals
and special events. Many times it is not easy (sometimes it is not
even necessary) to set the quantitative, measurable criteria and
objectives. G oals are defined in a more sophisticated way. Event
planners have to craft a plan in a more creative way.
d) Some features are characteristic for the planning process in
certain areas. When planning sport events, due to the professional
experience of the event, it is necessary to have strong involvement
of sport managers in all the steps of the process, the people from
the club or the sport association. Planning cultural events also

Event Planning: From 5 W`s to 8 W`s

The program of events from the Roman period cannot be repeated.

But, many of the towns became well-known for their successful
organization of events in the Roman amphitheatres. The classic successful
story represents the Opera festival in the Verona`s Arena, with an
extraordinary economic impact on the whole region. Plovdiv`s (Bulgaria)
remarkable 2nd century AD Amphitheatre hosts the Annual Verdi Festival
of Opera, each June The evocative setting was built by the emperor Traian
and it can host about 6000 spectators. In the beautiful Vespasians Arena
of Pula (Croatia), a famous film festival takes place each summer. In
Avenches (Switzerland) there are many events such as opera festival,
choir concerts but also t h e famous Oz`Arenes Rock Festival. The
organizers report that the atmosphere of the locations g o e s perfectly
with wild rock, cosmic electro and rhythmic reggae and even deep blues enough to attract wide public. In France, in Vienne, there is a tradition of
almost thirty years of Jazz-a Vienne Festival.

seems to be a very delicate job. Sometimes, there is a thin line

between celebrity, artistic quality, popularity or even vanity of the
main performers.
Comprehension of general principles of event planning is a
matter of learning. The accepted methodologies of event planning
could be applied in a rich variety of events in a creative way. When
crafting very different events, professionals use some of the common
planning methodologies (5 W`s) and tools, such are schedules, flow
charts, commitments lists and promotional models.
Marketing principles: Most of the marketing metrics is also
applicable. But here, in the field of evaluation, due to important
sensatory variables, the process is showing a strong move towards
new solutions. Thus, one again, we come to the Kotler`s (2005)
dilemma: Is marketing a craft or art? Event management and event
marketing are, for sure, crafts, art and, now more and more often, a
science. And this is one of the trends.

How to start event planning?

Setting t h e objectives
To start planning means to set clear and sound objectives.
The objectives have to be realistic, achievable and, if possible,
measurable.

Event Planning: From 5 W`s to 8 W`s

In order to have a successful start, the organizers should ask

themselves: how about NOT organizing the event? Namely, it is very
important to consider carefully whether the objectives could be met
only by organizing the event. It is a well-known fact that events are
among the most expensive marketing tools. It is also a time
consuming job. The trend is that larger events have a longer lead time.
A lot of factors and commitments are important for a successful
organization. Some of them could be risky risk management plays
an important role in the event management. Having in mind the
obstacles and huge investment in money, time and organizational
skills required for the organization of an event, it is good to test the
decision and examine the possibility of meeting the objectives by
using other marketing techniques. If in the repeated process of selfexamining, the answer remains positive, underlying an event as a
unique possible way in meeting the objectives, than the planning
process can continue.

Idea generation and brainstorming

One of the best ways for idea generation is brainstorming.
Besides the team from the company organizing the event,
sometimes the participation of external professionals is welcomed
in the brainstorming and idea generation processes. Their role is to
cut the unrealistic ideas and push the discussion towards feasible
solutions. External professionals could come from companies which
organizing is going to be outsourced to, or from neutral prominent
experts. The brainstorming process itself is organized according to the
same principles valid for any brainstorming: limited time, minimum
of expected ideas per capita, precise evidence, reporting.

Selection of the type event and general content

The ideas generation process is leading the team towards the selection
of the event type. It is important to know if the event will be local or
international, small or large, in-house or located out of the organizers
premises, special presentation/promotion or within the trade fair
participation General content would depend on the selected goals
and objectives. The acronym SMART (Specific, Measurable,
Achievable, Relevant, Time) denotes a well-known approach for

Event Planning: From 5 W`s to 8 W`s

5
defining critical issues when setting objectives. In this context,
Specific means that there is only one major content per objective. It
is very often the case that a core event is grouped together with the
so-called parallel events or satellite events. Also, the main or core
event could have rich program for the attendees. But, in this phase of
event planning, it is necessary to focus on general content that would
fit with the principle objective.

Brain sailing
This represents a characteristic phase in event planning when
again the team has a possibility to enrich the event concept, polish the
ideas, add other moments in the main content, shape the ideas
according to the tradition and style of the organizer.
Brain-sailing could be considered as a moment of shaping and
designing main elements in order to give them a recognizable outfit
and to serve as one of the last chances to avoid possible mistakes.

Marketing and operational screening

Marketing screening is giving an insight into the possible
marketing techniques and instruments which could be implemented
into the process of communicating and promotion the event. It is
important to realize that marketing and public relations professionals
have to be a part of the planning team from the very beginning. They
have to harness their creativity to plan and execute a memorable and
effective promotional event (Wilcox and al, 2013).
Operational screening is a step of the event planning process
where planners are dealing with all the commitments, considering
their professional level, capacities and availabilities. This activity is a
precondition for creating a valid draft plan.

Draft Plan
The point is to draw a draft plan of events, the bones, to have
the first view of the organization as a whole. The general view at the
organizational chart and description is practically the last chance to
make some more considerable changes to the event plan.

External and internal analyses

External analysis

has

to

check

the factors from the

Event Planning: From 5 W`s to 8 W`s

6
organizations environment. Besides that, there is a need to sum up
ones own capacities. These are the preconditions for creating a
detailed plan.

Detailed plan
A detailed plan is, in fact, the matrix of activities. The activities
are fully defined and easy to control.

Operational and marketing plan

Both operational and marketing plan are based on the so- called
5Ws model. The model originates from journalism. Goldblatt
(2002, 2010) focused on the importance of 5W`s model in the event
management and in the event marketing, as well.

Budgeting
Creating a budget is always one of the most important steps.
Besides the fact that events are among the most expensive tools in
marketing and communication strategies, budgeting is a step which
follows other steps in creating a plan. The first question is how to
reach defined objectives, and then, as a consequence of the chosen
plan, the question is How much does it cost?.

Organization
There are several models. One is to organize all the activities by
your own staff, company or institution. The other possibility is to
focus on an external agency, specialized in event organization. The
third model is mixed. Some activities are done as a regular job of your
people, and others are outsourced.

Implementation
This step means the event itself. But, this is also a very stressful
phase, with the special role of risk management. The main problem is
how to be with all your audience at the same time, how to get an
insight into their feelings, how to measure the return in smiles.
Personal contact is a unique quality of this marketing tool, so in the
implementation stage, it is the most important thing.

Evaluation
The process of evaluation starts before the event. But it is also a

Event Planning: From 5 W`s to 8 W`s

7
process which has to be practiced during the event. Measuring return
in smiles has already been mentioned. The event is producing fresh
impressions and it is time to capture them small questionnaires,
interviews, etc. are very welcomed. There are several indicators, such
as cost per contact or the number of visitors per square meter. The
intention is to enrich the list of criteria and indicators which could
measure the ROI in a more precise way.

Legacy
Creating a successful event means producing a unique
experience, feelings and dreams. The event planners are trying to
produce memorable events. You never forget a concert in Vienna,
fireworks in Valencia, a congress of your association in Istanbul,
some wedding party or exhibition of conceptual art. However,
speaking about legacy means not only making an event memorable.
One of the important parts of the legacy problem in event planning is
producing the need and creating a new demand. Creating new
practices, (new way of cooking) or new life styles all of that
belongs in the last step of the planning process. But, in a way, the
LEGACY ISSUE has to be considered from the very beginning as a
crucial moment of the event management.

W`s: 5, 68?
Answering the questions: Why? Who? When? Where? and
What? is the essential part of the planning process. Each of the
answers plays a distinctive role in creating successful events.

Event Planning: From 5 W`s to 8 W`s

WHY? The answer to this question seems to be the most

important one to define: Why create events? Considering the longterm organization process required for successful projects, the fact
that this activity is time consuming with many risky moments, it is
clear that the answer has to be sound and well argued. The benefits of
the event have to be extraordinary. Comparative analysis has to show
that the objectives and the goals which are set cannot be achieved by
organizing any other promotional campaign, or using different
marketing tools. This is always the first step in the process of the
concept creation.
WHO? The event managers have to define the target groups
which are going to attend the event? Who is our audience, who are
the visitors? Deep understanding of characteristics and interests of the
audience is contributing to the effective selection of the event
contents.
WHEN? Careful selection of the date(s) has to take into account some internal and external factors. Among the internal factors,
the most important one is to mark some special moment: launching a
new product (so the time is when the product is ready for the
market), celebrating an anniversary (requires understanding of the
market), presenting new strategy or new managerial team, But,
there are also some external moments which have to be considered.
The competition is playing a decisive role. The competition is
pushing other market agents. The date has to be selected carefully,
depending on the positioning strategy against the competition or
away from the competition. The seasonality in some fields plays a
significant role. For instance, the civil engineering trade shows have
to be organized before the building season. There are other questions
such as day(s) of the week, time of day, etc.
WHERE? Some events are attended not only because of the
expected program and messages, but also because of the attractive
setting and venues. The event organizers from the MICE industry are
globetrotting and exploring new and exciting locations in order to
attract potential participants to conferences and congresses.

Event Planning: From 5 W`s to 8 W`s

When
choosing
the
location,
the
event
managers are looking for
accessible
destinations,
audience
comfort
and
moderate costs. There are
several solutions. Each of
them has some pluses and
some minuses.
1. Host the event at your own site, ground or plant. The idea is
good because you are at home, no special costs, but at the
same time, there is no adequate technical support and it might
not be to inspiring for the attendees.
2. Conference venues and banquette halls are designed for
hosting events. There are not many risk factors. But the cost
could be high, and these venues are not to exciting to motivate
the participants.
3. Remarkable sites, such as museums, government buildings,
historical monuments (Zaric, 2010) offer unique opportunities
for the participants and visitors to enter, to touch, see and feel
the unique atmosphere and interiors of these buildings.
Sometimes, event managers organize just one part of the event
program in such settings. They stage awarding ceremonies,
cocktails, farewell parties at the Great Wall, in the halls of the
Chausescu Palace in Bucharest, or in the Natural History
Museum in Vienna. For the organizers, it could be a hard job,
getting some special conditions and licenses, sometimes
limited use of technology, close links with the local
government, etc.
4. Exotic sites, such as caves and waterfalls, are suitable for
some special occasions and this option also requires a very
tentative activity of the event organizers.
5. Cruises became very popular for some associations meetings
and conventions. There is the problem of weather the
participants

Eight W`s of Event Management

1. Why?
2. Who?
3. When?
4. Where?
5. What?
6. Whose?
7. Which?
8. Whom?

Event Planning: From 5 W`s to 8 W`s

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have enough time to cruise. During the low season it is

financially affordable solution.
6. Ephemeral buildings are a part of architecture that are short
lasting created and built only for the purpose of the event in
question. Stand construction is the most frequent use of
ephemeral architecture. There are various types (Zaric, 2000)
of stands which are built for trade shows, conventions, street
events, sport events. There are also amazing tents constructed
to host parties, concerts or road shows, moving from town to
town. This solution could perfectly fit the needs of the event
organizer, but there could be some financial obstacles,
problems with logistics, getting the right location for the
ephemeral building, and so on. An appropriate solution could
strongly contribute in producing the wow effect.
WHAT? This section of the event concept creation is about the
content of the event. What is to be presented? How to focus on the
main objective? How to launch the message? At the very beginning
of the event planning process, during the brainstorming, the
organizers could note a number of ideas. The point is how to select
the most effective one. It is of a huge importance to remember the
rule: Less is more! Make it simple, easy to manage and control, with
low risk, but effective, with strong massage and a unique
atmosphere.
WHICH? Like in the marketing mix, when the model started
with four P`s and now, there are many authors writing about five, six
or more P`s, there is a possibility to keep on with the P`s. The event
planners have to know which type of event (Ferrari, 2012) they are
planning. Sometimes, it is just a local event in order to stimulate the
cohesion of the local community (Sansone and Zaric, 2012). The
event could be the first, the first of that kind in the region, in the
country, and so on. It could be a traditional event, always at the same
time and same location. There are events which became real brands
logos of the modern society (the Geneva Motor Show, the Vienna
New Years Concert, the October Fest in Munich). Events are
products (of event industry) and could be branded.
WHOSE? It is about the responsibility. Whose are the

Event Planning: From 5 W`s to 8 W`s

11
responsibilities? As it is an activity producing a lot of tangible and
intangible effects, depending on many factors, it is necessary to
define and allocate the responsibilities carefully for each section of
the project.
WHOM? Reporting is a very important activity in the event
organization. As there are a lot of stakeholders, from the main target
group up to the local authorities, media and sponsors, the event
managers have to be aware of this variety of interests and provide
them with special reports during the follow up activities. To whom
and what kind of reports and other information would be sent?

EVENT MARKETING: How to start planning?

There are several possibilities of designing a good event
marketing plan. One possibility is to use the extended 4 P`s model of
marketing mix There is a strong coincidence and similarity with any
other implementation of the marketing mix, for instance planning.
Physical evidence means to create some brochure, or a nicely
designed and printed ticket, or a good catalogue of the exhibition.
Sometimes, it is good to collect a CD from the concert. When
announcing and promoting the next congress, future host usually
distribute some souvenirs from the destination of the next event in
order to remind the potential participant and give them physical
evidence.
The other model is the 5 W`s model. Again, the most important
thing is to find the right answers to the questions: Why to attend?
What are the reasons to invest the time and money in order to attend
the event? Marketers are describing the overriding reasons for the
event, emphasizing the benefits and promising unique experiences.

Event Planning: From 5 W`s to 8 W`s

12

Product
Price

Procedures

Paramounting
online networks

Place

EVENT
Physical
Evidence

Politics

Process

Packaging

People

Promotion

Figure 2: Eleven Ps of Event Marketing Mix

Source: Author

This step defines the others, among which the most important
ones are the program features. The features have to attract the audience
and clearly explain and illustrate the purpose of the event.
The attention of the professionals and academics on event
marketing (Hoyle, 2002) is growing. Many of the professional bodies
and experts are reporting evidences of the problem of event
marketing which has been underestimated for a long time. Hoyle
suggests the use of 3 E`s of event marketing:
1. Entertainment
2. Excitement and
3. Enterprise.
Modern people live in the society of consumerism and
entertainment. Event planners have to create a special atmosphere,
live and personalized contacts, human approach and transfer of good

Event Planning: From 5 W`s to 8 W`s

13
energy in order to attract visitors or participant, and to entertain them.
There is a need to create exciting events. The use of special
effects, serving special food or drinks and even long waiting for the
start of the fashion show generate excitement in order to produce a
memorable event. The third E enterprise is an impetus that is
pushing event managers toward new audiences, new venues and new
territories. Event marketing managers have to show their
entrepreneurial spirit.
Getting to know not only the needs
Three E`s of Event Marketing
of the audience, but their dreams as
1. Entertainment
well, pioneering in discovering new
2. Excitement
3. Enterprise
possibilities to promote and sell
events.

Future trends in event planning

a) Which are the future trends in the field of event planning? The
most impressive one is the direction towards formalization of
the process. It is certainly the beginning with almost scientific
screening of the environment, specially emphasizing the role of
the stakeholders, their needs, wishes and even their dreams.
b) The planning process includes pre-event activities, but also
post-event activities. Due to the fact that memory of the
attendees of the events is very important (the point is to produce
a lasting memory), the evaluation process could last far longer
than the pre-event process of planning and organization.
c) The trend of outsourcing the process planning in creating events
remains. This trend means orientation toward professionals who
work either in marketing/advertising agencies or fully
specialized event management companies.

Event Planning: From 5 W`s to 8 W`s

14

d) The position of an event planning manager is becoming as

important as the position of a media planner in the previous
period.
e) Simultaneously with strengthening the role of professional
event agencies, organizers and external agents are making
efforts to involve the attendees, visitors and the audience into
the process of creating events. The audience is known as a
crowd in the new business model of crowdsourcing (Howe,
2006) has its experiences, knowledge, skills and talents and
could play a more significant role in planning events. Via the
landscape of social groups and networks, the crowd is eager to
decide on the program design, venues, time setting, the content
(artefacts) which are to be displayed in an exhibition, duration
of the trade shows, etc.
f) Planners will need to follow recent developments in technology
and, especially ICT novelties. One of the main reasons lies in
the role of social media and the Internet for successful event
marketing (Wilcox, 2013). The other is the use of new
technologies in designing and producing the event itself:
screens, webcams, video-conferencing, light shows
g) Due to the reports of professional associations (MPI
FutureWatch 2010), event organizers and event planners
intensively insist and practice measuring ROI (among
organizers of American MICE events just less than 7% do not
measure ROI). It is important to know that planners use not
only objective measures, but even more than half of the events
are followed by subjective and objective means of measuring
ROI. Producing more effective and better means and their
implementation in measurement of ROI would continue as a
long-term tendency in event management.
h) There is a trend of strong internationalization of producing
events. MICE organizers are searching for new destinations.
Some are choosing big cruisers as a venue for congresses and
meetings. Already, branded events are being organized far from
the original locations (The Paris Dakar Rally was organized in
Argentina in 2011 and 2012). Some events are turning into

Event Planning: From 5 W`s to 8 W`s

15
international road shows (Free Market Road Show, organized by
Viennese Hayek Institute). HR agencies are head hunting event
planners and event managers at the global market place.
i) As events have to make a strong impact on our senses, This
means that planners have to be more creative and more
courageous in inserting new technologies, staging events at
unusual settings and locations. Inviting celebrities, business
speakers of the year, prominent artists, serving luxurious dishes
and expensive food all helps in creating a strong WOW
effect and making the memory last longer. In short, the trend
would be combining the teams of event organizers not only with
designers or architects, but stage designers from theatres as
well.
j) Besides team members specialized in marketing, it would not be
rare to have movie directors, etc.

Event industry and event planners have already passed

throughan important period of their development. The sector is
becoming one of the 30 main economic sectors due to its contribution
to the American GDP. This activity has strong multiplier effects
producing indirect economic impacts and induced effects as well. The
role of the professionals would be to identify all these impacts and to
find the means to measure them.
The precise definition of intangible effects and efforts to find
ways of their precise identification becomes a part of the agenda of
further development in the field of event management and marketing.

Event Planning: From 5 W`s to 8 W`s

16