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Event

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Submitted By mizika2318
Words 3821
Pages 16
Contents
1.0 Executive Summary 3
2.0 Introduction 4
3.0 Event Background 5
4.0 Method 6
4.1 Primary Research 6
4.2 Secondary research 6
5.0 Event Conceptualizing 6
5.1 Event Objective 6
5.2 Target Audience 6
5.3 Date, Time and Venue 6
5.4 Event Design and Program 7
5.5 Event Experience 8
5.6 Service and Quality 8
6.0 Stakeholders 9
7.0 Planning and Decision making 9
7.1 Strategic Planning 9
7.2 Operational Planning 9
7.2.1 Organisational Chart/ Committees 10
7.3 Publicity and Advertising 11
7.5 Sponsorship 12
7.5.1 Exclusive Item (Sponsor) (dsaexibition 2014) 12
7.5.2 Events (Sponsor) (dsaexibition 2014) 12
7.5.3 Branding (Sponsor) (dsaexibition 2014) 13
7.5.4 Facilities (Sponsor) 13
7.6 Legal and Risk, Health and Safety Management 14
8.0 Logistic 14
9.0 Evaluation 15
10.0 Conclusion 15
11.0 References 16
11.0 Appendix 17

Executive Summary

DSA 2014 was the biggest Defence Services Asia Exhibition and Conference staged in Kuala Lumpur so far. Attendance were record highs with 344 foreign delegations from over 45 nations, 33,544 trade visitors from 96 countries and 1057 companies occupying a floor area of 41000 sq. metres. The analysis carried out by our group discovered that the organising committee, led by the Secretary General of Defence Malaysia, did a fine job in event design and program. Participants could understand the layout of the venue and so navigate efficiently within the site of the event. The site was themed into country pavilions with designated paths and separate programs for VVIP delegations, distinguished guests, exhibitor’s and visitors to follow. This year's event witnessed the debut of new features: Cyber Security, Humanitarian & Disaster Relief (HADR) and transnational crime & non-conventional security threat in the wake of terrorism, piracy and transnational crimes like human trafficking. This indicates the evolution of the DSA series of events from mere exhibitions to becoming the needed platform for enhancing international cooperation and collaboration in tackling these threats of national security. From our analysis of the post event report on the DSA website, we found that the committee has also done well in operational planning and logistics, as evident from the multiple systems that are in place and the human resource available to make sure the event can be produced as planned. These systems include people processing systems, marketing systems, security and safety systems, protocol and service delivery systems, etc. Marketing of the event to target audiences is also numerous and varied. The type of publicity and advertising employed include e-bullets, technical trade journals, promotions at International Defence and Security Exhibitions and Asean Officers Personal Visits. Financing for the event is secured by payment for early booking of exhibition space and sponsorship packages offered to participants. However, a cost-benefit analysis could not be done as no financial reports were available for analysis. Overall, from the perspective of achieving organizational goals, DSA 2014 was very successful. However, if seen from a more comprehensive and value-based approach, much still needs to be researched and evaluated for instance the event's impacts on community and the environment as well as the adoption of sustainable development principles, before success can be truly evaluated.

Introduction

[pic] DSA 2014 was bigger than the previous installations. The event was held over 4 days, from 14 to 17 April 2014, with a broader range of activities, including seminars, forums, presentations, workshops, meetings and talks, other than the exhibition of defence and security related services and products. Riding on the success of DSA 2012, the DSA organizing committee has made a forecast target of 1000 participating companies from 50 nations, 26 international pavilions, over 300 delegations from more than 40 nations and more than 25,000 trade visitors from 50 countries for DSA 2014. (dsaexibition 2014).
This analysis will investigate and report on the major stages involved in the conceptualizing, background, planning, and staging and shut-down of the Defence Services Asia Exhibition & Conference 2014. It will also evaluate how and whether the objectives of the event were met, to assess its outcome and impact on stakeholders and learn lessons for better future delivery of the event. Recommendations will then be made on how to improve management of the event.
This report was compiled using information and data gathered from the organizer and web sources.

3.0 Event Background

The Defence Services Asia Exhibition and Conference was first hosted in 1988 by DSA Exhibition and Conference Sdn Bhd, a 100% Bumiputra-owned company, established with one objective: To successfully organize the Defence Services Asia series of exhibitions and conferences hand-in-hand with the Malaysian Government and the Ministry of Defence, Malaysia. Since its inception, this DSA event has grown by leap and bounds to become one of the World’s top 5 defence and security event. The latest instalment, the 14th Defence Service Asia Exhibition and Conference 2014, or DSA 2014, was organized by DSA Exhibition and Conference Sdn Bhd, in collaboration with Defence Worldwide Associates, its worldwide agent in UK and International Expo Management PTE LTD, its Asia-Coordinator from Singapore. DSA 2014 was held in Putra World Trade Centre, Kuala Lumpur from 14 – 17 April 2014. The 4-day event showcases sophisticated hardware and electronic warfare in land, air and sea defence, battlefield healthcare products and technology, training and simulation systems as well as police and security peripherals. Over the years, the DSA series of exhibitions has proven to be the ideal platform for players in the defence and security industry to promote their products, exchange ideas and opinions and forge alliances and networking opportunities with participating members of the event, especially procurement officers of countries that need innovative and cost effective solutions in dealing with their defence requirements. Recent new key features introduced like the Chief of Army Roundtable Talks and the high profile Putrajaya Forum features presentations and discussions about pertinent national security issues in the Asia Pacific and ASEAN region, especially on terrorism and transnational crime (dsaexibition 2014).
Many Government defence security personnel, defence and security industry professionals and executives, and specially invited guests make it a point to visit this once-in-two-years high profile event in the world defence and security calendar.

4.0 Method

4.1 Primary Research

Our group collected important information about the DSA 2014 from the event organizer through a short telephone interview and an email. The information our group collected were recorded and then applied to our event analysis report.

4.2 Secondary research

Our group collected information from reports and brochures found on DSA’s website, press releases by exhibitors, guests and VVIPs as well as sponsors, and news articles in online media.

5.0 Event Conceptualizing

5.1 Event Objective

Like its earlier instalments, DSA 2014 was held with the purpose of offering global defence and security manufacturers and service providers, direct access to the world’s top-level defiance experts and government security decision makers. It also served as the platform to support the strengthening of bilateral relations at the Government to Government level, foster defence industrial and technological collaborations, and to support the development of the local and global defence and security industry

5.2 Target Audience

The visitors’ profile for DSA 2014 included 344 VVIP foreign delegations from over 45 nations, 33,544 trade and professional visitors from 96 countries, 729 media personnel, 6 Malaysian Royalties and some 800 Malaysian VIPs. The participating exhibitors totalled 1057 companies from 59 countries.

5.3 Date, Time and Venue

DSA 2014 was held over a four-day period from 14 – 17 April 2014, at the Putra World Trade Centre (PWTC). PWTC was chosen as the venue because of its strategic location in the heart of Kuala Lumpur, providing easy access to and from KTM Railway Station, commuter transit systems and the KLIA Airport. PWTC is also in close proximity to major financial and business Institutions, five-star hotels and entertainment centres.

5.4 Event Design and Program

The event design starts with designing the setting. This is important because settings and management systems will interact with the people dimension in shaping the event experience. Besides its strategic location, PWTC is chosen as it can meet the organizer’s requirements for infrastructure and management systems, like basic services, theme and program, amenities and guest services, security and controls. It has modern, state of the art facilities, trained staff and up-to-date systems to facilitate the event. (dsaexibition 2014). To help visitors and participants understand the layout and navigate efficiently within the site, the organizer has introduced cognitive mapping and way finding features in its event site planning. There are designated paths to follow for VVIPs, participants and visitors; shapes, signs and symbols that inform and direct people; themed areas in halls on 4 levels, which include pavilions of various nations, the ASEAN pavilion and the National pavilion.
These features are complemented by programs and controls pertaining to access, design capacity and flow to avoid congestion and chaos during the course of the 4-day event. Access to the event is open only to local defence and security personnel, and to trade visitors by invitation. Each VVIP delegation is given specific routes or programs during their visit. The organizer’s VVIP delegation program is one such program which delivers VVIP delegations to exhibitor booths at specific times. Visiting hours for Royalty and high profile guests are staggered. The flow and turnover of visitors at the event is also regulated by sponsoring transportation to shuttle in officers and trainees of police and national security academies from all over Malaysia.
The next component of event design is theme and program design. As reflected by its theme, ' ', the program portfolios designed reflect and reinforce the theme. Each guest-of-honour, VVIP delegation, the media, participants and visitors have their own tailored program which attempts to satisfy individual needs and to enhance event experience. Program planning starts with evaluating existing programs and generating new ideas. DSA follows the practice of sustaining traditional programme elements, while innovating regularly to test new ones. This is seen in the retaining of vital features like Chart, B2B Meetings, Contract & MOU Signing, Innovation Centre and Live Army Demonstrations, and the introduction of new features like ASEAN Hall, CBRNe seminar, HADR and PUTRAJAYA forums. These features all support realizing the event's goals of education, sharing of ideas and knowledge, social networking and communities, forging of contractual relationships and enjoyment of the event.

5.5 Event Experience

Event experience refers to how people describe event experiences as they occur and talk about them afterwards. In DSA's series of exhibition and conferences over the past few decades, the cognitive dimension of experience is more dominant. The organisers had taken into account factors associated with effective and rewarding visitor experiences in creating intended experiences for stakeholders through event design and programming. These factors include; conferences and forums that clearly supported the event theme and offered learning opportunities; VVIP delegation programs and booth visits that are interactive, participatory and engaging; and B2B Meetings that offer opportunities for contractual and social relationships. Furthermore, the unique experiential dimensions of different stakeholders had been considered and action taken to meet their expectations. For instance, invitation letters are personally hand delivered by Armed Forces General on courtesy calls to ASEAN countries and there is a fly-in program as these VVIPs expect to be greeted and treated with honour and respect. There are also protocols for them to shape their experience at the event. For exhibitors, they can engage in B2B Meetings and give presentations at the Innovation Centre as their expectations are on socializing and forming ‘communitas’ among participants, business success and networking. (dsaexibition 2014). For trade and professional visitors, interactive and multisensory exhibits displayed at more than a thousand booths keep them engaged and entertained as they stress escaping, being entertained, socializing, learning, and belonging and sharing. Sponsors too have a whole range of packages to choose from, some with invitations to luncheons or golf events with VIPs, to meet their expectations of brand and image building, business success, and networking. There is also a fully equipped Media Centre for the press and journalists with complimentary food and drinks. Therefore, attendance at DSA 2014 can become meaningful and satisfying to stakeholders if the organizers understand how different their motives, needs and expectations are. This understanding can help organisers to create better event designs and programs. (dsaexibition 2014).

5.6 Service and Quality

DSA 2014 emphasizes the highest service quality for high profile guests like royalty and VVIPS. Specialized programs and only trained professional staffs are used to make contact with these guests. Sponsors, media and other VIP guests receive service design and quality that is higher than ordinary participants, for whom service quality is still acceptable. This is because PWTC, as a venue of international standards, will have adequate physical facilities like parking, restrooms and information kiosks and service personnel who are friendly and helpful.

6.0 Stakeholders

The stakeholders of DSA 2014 include government and non-governmental organizations, invited high profile guests, service and contract providers, the media, emergency service provider, security service provider, organizers, visitors, exhibitors, the public and the environment.

7.0 Planning and Decision making

7.1 Strategic Planning

Under the leadership of Dato’ Seri Dr. Haji Ismail bin Haji Ahmad, Chairman of the DSA 2014 Organizing Committee, the DSA series of exhibitions has undergone tremendous growth over the years. The event has evolved, going beyond a mere exhibition to include key features that reflect adaptations to changes in the environment by reviewing missions and changing goals. The inclusion of new themes like cyber security, transnational crime & non-conventional security threat and Humanitarian & Disaster Relief (HADR) in 2014 fills the need to further enhance international cooperation and collaboration in light of threats and security concerns, particularly in the realm of terrorism and transnational crimes, as well as natural disasters. Features which were popular, like Chief of Army Roundtable Talks (CART), Defence Procurement Centre (DPC), Business to Business Meetings (B2B), Contracts & MOU Signing, and Army Static Display & Demonstration Showcase were once again available. These key features continue to grow from strength to strength as reflected by the significant increase in exhibitors and visitors to DSA 2014 as compared to DSA 2012. (dsaexibition 2014).

7.2 Operational Planning

DSA has to plan well in advance, the systems that must be in place and the actions that must be taken to produce the event. DSA has come up with an online system for registering and billing visitors and exhibitors, a system to promote and market the event to the targeted audience, a system for inviting, welcoming and delivering VVIP delegations, a system to ensure safety and security, a system to ensure quality service delivery, and a system to control capacity and flow during the event. It is the day-to-day decisions and actions within DSA that convert resources and other inputs into desired outputs, namely the event or other services and products.

7.2.1 Organisational Chart/ Committees

[pic]

7.3 Publicity and Advertising

DSA 2014 uses various publicity and advertising methods to attract participants to the event. The type of publicity and advertising employed are: E-bullets, Technical Trade Journals & On-Line Media, promotions at international Defence & Security Exhibitions, Direct mail, Social media, pre-registration & website, press& international Media, presentation and Asean Officers Visits

|Type of Marketing |Description |
|E-Bullets |Electronic Bulletins ( Broadcasted to a highly targeted audience totaling to some 50,000 |
| |visitors. |
|Technical Trade Journal & online |Extensive advertising ( while editor edit it carefully planned in all major defense and |
|media |security publications and online media. |
|Promotion (International Defense & |Two years plan has been drawn up for DSA personnel to visit. |
|Security Exhibitions) |Exhibit at related Defense & Security Show all around the world. |
| |Mail shots including the much sought after Show Preview containing product highlights of |
| |exhibitors will be mailed to 50,000 potential visitors comprising armed forces, police, |
|Direct mail |immigrations, customs and all other related individuals from all over the region. |
| | DSA Utilizes social media to reach relevant audiences whereby Facebook and Linked-in accounts |
|Social media |have been set up. |
|Pre-registration & website |DSA website will be highly interactive |
| |Contain all progressive information about the show |
| |Pre-registration facilities on-line |
|Presentation |Presentation will conducted to military camps or police branches |
|ASEAN Officers Visits |DSA via Government will again invite Officers from all ASEAN Countries to visit DSA 2014 |
| |through a fly-in programme. |
|Press & international Media |It facilities will be online mode |
| |To encourage more press to attend hence increasing the show’s publicity. |

(dsaexibition 2014)

7.5 Sponsorship

The sponsorship programs and packages of DSA 2014, has specific outcomes and target audience. They provide excellent pre-show publicity, on-site publicity and branding, and exposure to the public. There are many type of sponsorship packages and they are shown below;

7.5.1 Exclusive Item (Sponsor) (dsaexibition 2014)

|Exclusive items |Quantity Produced |Cost |
|Carrier Bags |20,000 pcs |USD 20,000 |
|Event Guide & MAP |15,000 pcs |USD 12,000 |
|VIP & Visitor Badges |- |USD 12,000 |
|Visitor Lanyards |25,000 pcs |USD 30,000 |
|VIP Corporate Tokens |- |USD 35,000 |

7.5.2 Events (Sponsor) (dsaexibition 2014)

|Events |Type of Sponsor |Cost |
|DSA 2014, VIP Golf |PLATIUM SPONSOR |USD 55,000 |
| |COPRPORATE SPONSOR |USD 35,000 |
| |Feature Sponsor’s logo at the main backdrop prominently. | |
| |Include one representative of Sponsor in VVIP Welcoming Party. | |
| |2 front row VIP seats. | |
| |Thank you and acknowledgment by the MC as well as DSA Chairman Welcome | |
| |Speech. | |
|Opening Ceremony & Reception |Sponsor will be allowed to distribute Door Gifts (if any). | |
| |Sponsor will be acknowledged in the Official Invitation Cards, including |USD 85,000 |
| |printing its | |
| |Corporate name and logo. | |
| |VIPs will be invited to have their lunch daily at DSA premises. | |
|VIP DALIY LUNCHEONS |A table of 10 seats will be given to the Sponsors to invite their guests. | |
| | |USD 15,000 |
| | | |
|VIP PRIVATE DINNERS |Please contact Peter J McKenna at info@officialevents.net |- |

7.5.3 Branding (Sponsor) (dsaexibition 2014)

|Branding |Package |Cost |
|Hanging Banners |- |From USD 7,000 onwards |
|Escalator Banners |- |USD 4,000 per set |
|Link Bridge Banners |- |USD 15,000 |
|VIP Ambassadors’ Uniforms |- |USD 20,000 |
|Directional Signage |PACKAGE A- 20 UNITS 1 SPONSOR |USD 15,000 |
| |PACKAGE B- 2 SPONSOR | |
| |PACKAGE C- 4 SPONSOR |USD 7,000 |
| | |USD 5,500 |
|E- Newsletters |- |USD 1,600 PER NEWSLETTER |
|Outdoor Billboards |- |USD 7,000 EACH |
|Road Buntings |PACKAGE A- 300 PCS- 1 SPONSOR |USD 19,000 |
| |PACKAGE B- 2 SPONSOR | |
| |PACKAGE C- 3 SPONSOR |USD 14,000 |
| | |USD 11,000 |
|Trade Invitation Flyer |- |USD 12,000 |
|“You Are Here” floor Plans |- |USD 6,000 |
|Online Pre- Registration |- |USD 7,000 |

7.5.4 Facilities (Sponsor)

|Facilities |COST | |
|Media Centre |USD 12,000 | |
|MINDEF Shuttle Bus/ Bus Stop Shuttle |USD 12,000 | |
|Schedules | | |
|Defense Procurement Centre (DPC) |USD 7,000 | |
|Security Equipment |- | |
|Platinum Lounge & VIP networking Lounge |USD 20,000 | |
|VIP Delegation Limousines |USD 16,000 per country | |
|VIP Welcome Lounge |USD 17,000 | |
|Visitor Registration |USD 40,000 | |

7.6 Legal and Risk, Health and Safety Management

DSA provides as emergency service such as military, police, medic, and fire fighter on the spot to minimize the impact of accidents or incidents.

|Risk Description |Probability of occurrence|Impact of event if it |Risk |Proposed |
| |(1 to 5) |occurs |L M H E |action |
| | |(1 to 5) | | |
| | | | |Military is prepared for |
|Terrorisms |5 |5 |H |secure the event area |
|Injury participant or | | | |Medic is prepared for |
|visitors during the event|5 |2 |M |helping the patients |
| | | | |Generators is provided at|
|Blackout |2 |4 |L |the area. |

8.0 Logistic

Logistics refers to moving people, goods and equipment to the right place at the right time. DSA’s approach to logistics is to try to schedule it all to perfection. People movement is regulated using specified programs, especially for guests-of-honour and VVIP delegations, and batch arrivals and departures for academy visitors to ease congestion and crowding. Registration and identity check at two different entrances for visitors and exhibitors is another solution to long queues at PWTC. As for goods and services, DSA has decided to outsource procurement and supply chain management to a few private companies. While for capacity management, DSA restricts attendance to a number that can be accommodated for exhibitors, VVIP delegations and guests, and allow open attendance to trade and professional visitors. (dsaexibition 2014)

9.0 Evaluation

Evaluation of DSA 2014 can be done by determining how ‘effective’ or successful the event was in achieving its goals. From DSA 2014’s Scoresheet, it can be seen that the organizers have been successful in achieving and exceeding all its forecast goals of 300 foreign delegations, 25,000 trade and professional visitors and 1000 exhibitor companies. Another approach to evaluating events is to assess ‘efficiency’ or how well resources were used. Sponsors and other key stakeholders may want a report on how their resources were used and the degree to which their specific objectives were met. However, both approaches of determining the success of an event are inadequate because they do not take into account externalities.

10.0 Conclusion

As a conclusion, to determine whether DSA 2014 is really successful, impact assessment and cost-benefit evaluation of the event should be comprehensive in term of individual, social, economic and environmental outcomes. One better approach would be to use a comprehensive triple-bottom-line reporting using values-based evaluation of adopting principles of sustainable development and corporate social responsibility.

11.0 References

Asia, Defence. 2015. 'DSA 2016'. Dsaexhibition.Com. http://www.dsaexhibition.com/home/#&panel1-1.

Bowdin, Johnny Allen, William O’Toole, Rob Harris, Ian McDonnell, and Events Management. 2011. Great Britain: Butterworth-Heinemann.

Crisp, N. J. 1981. Festival. London: Macdonald.

Getz, Donald. 2011. Event Studies. Oxford, UK: Butterworth-Heinemann.

Hoyle, Leonard H. 2002. Event Management: How to successfully promote events, festivals, conventions and expositions. New York: John Wiley and Sons, Inc.

Lyon, M. A. 2010. “Commitment and volunteerism: Case studies of two state professional organizations”. ProQuest Dissertations and Theses: 187. http://search.proquest.com/docview/305246297?accountid=10382.

Onetonline.org,. 2015. '13-1121.00 - Meeting, Convention, and Event Planners'. http://www.onetonline.org/link/summary/13-1121.00.

Pollitt, David. 2006. “St John Ambulance Surrey volunteers get leadership and management skills.” Training & Management Development Methods 20 (4): 383-386. http://search.proquest.com.dbgw.lis.curtin.edu.au/docview/202609063?accountid=10382

Taylor, David Welles. 2008. "How Self-Construal Affects Consumer Reactions to Unexpected Events: The Effects of Event Valence, Event Experience, Event Spread and Leadership Intervention." Order No. 3338799, State University of New York at Binghamton. http://search.proquest.com/docview/250817489?accountid=10382.

Trienekens.com.my,. 2015. 'Trienekens (Sarawak) Sdn. Bhd.'. http://trienekens.com.my/.

11.0 Appendix

----------------------- mgmt 3005 Event Management, Event Analysis ( miri) 2015,Sem 1

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