Cost factor is very important when it comes to hiring event managers. There is a perception that they charge a lot. On the other hand, event managers refute this, saying the price tag is very much reasonable. They claim their involvement adds immense value to the events and makes clients enjoy them to the fullest.
Saleem Mahmood, CEO of a Karachi-based company, The Passage PR Strategists, says being in the business they know the loopholes and the ways to cut costs. They can negotiate with hotel owners, get better deals from travel agents, book tickets in most suitable flights, and so on. Unlike the clients who rarely get in contact with service providers, the event managers give regular business to them and, therefore, get exclusive rates and preferential treatment.
Citing an example, he says, he recently saved his client the cost of hiring a board room for a meeting. A restaurant in the hotel offers separate room free of cost to guests who come for dine-in in small groups. "It is just one of the examples how the knowledge of industry can help one save costs," he adds. Above all, a competent event manager saves clients from stress of event management and enables them to focus fully on participating in the event professionally. He says he cannot give exact figures as costs vary from client to client depending on what he demands from you.
While many event managers have corporate set-ups, the number of players in the informal sector is quite big. There are caterers who offer you services, ranging from designing wedding cards, distributing them among prospective guests, decorating the car meant to carry the bridal couple, trousseau packaging, decorating the venue, to distribution of sweets after the event.
Khalid Hussain, a Lahore-based caterer, offers diverse services to his clients. He can set a complete play area for children at a wedding ceremony or birthday for Rs 20,000 for a 4-hours shift. A jumping castle alone can cost a client Rs 10,000. For clients with limited budgets, he can arrange a flute player or disc jockey for Rs 5,000 to Rs 10,000.
He is also an expert in creating a theme-based environment on birthdays. Children relate a lot to superheroes and barbies, so he has added a lot of related paraphernalia to his inventory. He uses this stuff to arrange birthday parties themed on these characters.
The success of the business, Khalid says, relies more than anything else on customer relations. "I always get referrals from satisfied clients and the number is growing with every passing day."
Zainab Ansari, Director and CEO, Xenith PR (Pvt.) Ltd, believes by hiring external resource for their events, organisations ensure that their employees do not compromise their own core responsibilities. In fact, it’s a "one-stop shop". According to the clients’ requirement, the event company takes on the entire responsibility from conceptualising, designing, printing and installation of branding, venue booking and set up on-ground management, etc.
As for the fee charged by event managers, she says, the standard is 15 per cent of the total cost of an event. However, this may vary from event to event. Sometimes, there is a mutually agreed fixed fee and sometimes the cost may depend on the budget. "The total cost of an event may range from Rs 100,000 to over Rs 5 million," she adds.
On socialites, models, and stars, being an integral part of a product launch, Zainab says this varies from client to client and the nature of event.
Companies sign up models for their product promotion and their presence at the launch event is sometimes part of that contract. At times, the celebrities are invited on personal contact and sometimes the clients pay the celebrities to appear at an event as an added attraction. The celebrities charge between Rs 50,000 to Rs 500,000 depending on their celebrity status, she concludes.