In the mist of the competitive atmosphere that businesses in our clime has created, advertising and marketing has become channels through which they thrive to establish their product and programme presence in the mind of their clients. One of such marketing strategies is special events.

Special events is very subtle marketing strategy. It involves the application of key management skills in making an event. Meanwhile, there are three basic steps to event planning, and they include but not limited the following;

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Briefing
First, the event planner must have to get in touch with the major even stakeholders. This include the organisation, group or individual that is organizing the event. At this point, the event planner exposes their minds to what is needed, the nature of venue needed , the number of invites. At the end of the day, they may go ahead to draft a working budget for the event. what ever financial miscalculations made at this time is blamed on the event planner. However, the organisation, group or individual has to provide adequate finances needed to sponsor the event.

Organising
This stage is quite broad. The event planner has to divide his/her work mates into sub-committees. These committees may be in charge of organizing for venue, accommodation, entertainment, transportation and other necessary arrangements. This is what management is really about- appointing heads of sub-groups and equipping them with necessary resources to work with and expect feedback from each of them.

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Marketing
It's necessary at this point to state that not all events require marketing. The nature of event or the nature of audiences or invites for an event determines if it will be publicized or not. However, marketing events includes all the process of media buying and creating awareness to an event publics about an upcoming event. It takes the form of social media marketing, bill board ads, tv commercials, radio ads etc.

Generally, planning special event sometime takes a complex nature and varies with the nature of event. The sole reasons why businesses take to organizing special events is to establish a calm brand presence in the mind of its publics.