LEO Event Company — SME Case Study (UAE)

Advertising companies are so important for organizations and facilitate many ways to be well-known and famous to customers. They also achieve goals for any organization with a personalized strategy and drive sales. This is a local agency and as we know, this organization speaks the language and understands the market very well. Based on that, they can create and innovate something special and unique for any product or service. LEO Event Company is the one-stop-shop for all marketing, advertising, events and parties needed to share happiness with the loved ones. This business is dedicated to planning, innovating and creating and handling advertising, along with special directions of promotions and marketing to present superior value to customers. In 2017, the office opened in the United Araba Emirates. However, the company started with a LEO Event Company few employees, and they work hard as a team to build and prove themselves in the market.

Vision Its vision as the manager said it was: to be effective in any society worldwide and create special opportunity and growth. Now they changed it to be more effective and efficient: With many years experience, they have conducted many parties and added celebrities to their name.

Mission Its mission is to fight every institution and person in our field to achieve goals as a team.

Organizational Structure of the Advertising Industry Media Team Founder (Yousef Musa) Photographer Social Media Organizer Mohamed Saleh Ali Mustafa Video Editor Figure 23: Organizational Structure of LEO Events Company Based on the leadership and founders of the company, they try to make connections and keep up with them by giving customers very enjoyable and unforgettable experiences that make people call again and arrange for another party or any other entertaining event. The whole structure of the company is built on the quality of service the company provides. As we discovered, they as the media department have many responsibilities, so they should plan every detail and know the place of advertising and when they will present and appear in the social media apps and outdoor media, like the posters we see in the street and so on. So as the medium business, they have two people who handle these tasks, which are planning and buying roles as well.

Leadership Team and Founder The leader and founder of the company is Mr. Yousef Mousa. He has three people who work as a cameraman, an editor and a social media organizer. The whole idea of getting the work and finishing the job from A to Z is tolerated by Mr. Mousa. Additionally, they are an innovative and creative group which consists of the manager, Mr.

Mousa and his three employees. The first one is the social media organizer. He had all the responsibilities of social media, sharing important events and communicating with clients. He informs the team about what all can be done to provide the base and superior value for clients.

There is the video editor, who modifies and prepares all videos for events and parties. The photographer takes professional photos within events and encourages celebrities to share it on our website.

Restructure for the Organization A marketing reinvention can be prompted by several

factors. The reasons generally fall into four categories

model, market, management, or metrics (or a combination of the four).

Change in the Market Change in the Management Change in Model

FOR THE COMPANY Figure 24: Restructure of LEO Events Company Change in Model: Some marketing reinventions occur through acquisition, divestiture, spin-off, or IPO. In this scenario, the organizational model has radically changed and marketing needs to adjust (up or down) as well.

Change in Market: Other reinventions are sparked by a fluctuation in business or market conditions including a sharp decline in revenue, a competitive advance, entry of a new market player, or a technology disruption. Each can necessitate a marketing organizational change.

Change in Management: A management change can also prompt a marketing reinvention, especially if the new chief is brought in from the outside. A new leader brings a fresh set of eyes, perhaps a new vision for the company’s brand, a view on the value and role of marketing, a trusted cadre of strategic agencies, and likely, a change mandate from their boss. (After all, they were brought in for a reason.) They have conducted many structures after the pandemic, but yet they have not fixed structures due to new roles coming every day to limit work and prevent any sort of gathering for an event.

Their product is a service that provides an unforgettable experience for events. Entertainment management is their name, taking the order of the party from the client and trying to create something special and unforgettable for them. They are responsible for many things like booking the place and conducting a deal with the singer and to be ready etc… “Let’s make your product launch remarkable and memorable.” A successful new product launch takes research, planning and a skilled and knowledgeable events team.

Working with you, they implement your brand and marketing strategy in a creative manner and guarantee a successful production.

An event production company specializes in bespoke and impressive events. They believe in this market, you have to make a statement. They are always looking to the future for creative concepts to display brands to the market. With 3D renders and animations, they employ only the most creative graphic designers that are in tune with their vision. This, paired with complete digital integration, will demonstrate to an audience that you are cutting-edge.

Product specialization, knowledge and extensive regional experience make the LEO Event Company a brand you can trust. Personalization is key. Rather than delegating, they are committed to seeing an event through from concept to reality, ensuring that the creation, production, and execution are seamless.

For stage production, the company oversees everything from planning schedules to budget, managing the speakers, stage crews and technicians. Their decades of experience mean it can deliver seamless conferences and live shows on any scale. Having a professionally produced video is an excellent way to get a message directly to an audience in the digital era. The LEO Event Company uses creative concepts to engage and inspire, communicate brand messages and add to a viral campaign.

The website has features like

If your website doesn’t work properly on a mobile device, then you are sure to lose the business.

We ensure our designs are compatible and with mobile and tablet screens. This is called responsive design.

Our web designing services are quality work.

We do not compromise on the quality of the work.

We carefully understand your requirement and customize the solution to meet and exceed your expectation.

We use web designs and themes from top rated companies. This will result in having a website with great and latest features.

We give utmost attention to your design and ensure that it stand’s out All our designs are mobile and tablet touch optimized.

Perfect Design Easy Customize Powerful Options Fully Responsive Touch Optimized Figure 25: Website Features of LEO Events Company

The manager of the company tries to provide and apply for the customer the best and superior value, save customers and keep his firm reputation respectable in order to share it between others. Applying a new business will leave the company profitable and successful in the future and provide good and superior value for the customer. This is a goal to make a loyal customer and

leave them satisfied. You should

• Provide good and affordable prices for customers

and make discounts for the loyal ones, in order to make them satisfied.

• Know social media is available. We all know people

spend a lot of time on social media and search on Google about what they want and need so it is important to take care of it and be liable to respond any time.

• Make special offers and events to share the company

name and let the others know us from what we present. This will help to gain customers’ trust about birthdays, graduations, private events and advertising.

Strategy Brief Research Identify Needs Develop Strategy Action Finding Create Creative Solution Implement Evaluate Result Figure 26: Strategies of LEO Events Company

Organize the place for an event as per the seats, the surroundings and the atmosphere required to give the good vibes. The company invites people who are related to this type of event who mostly are social media birds. The events are divided into many parts for entertainment based on the event type. The company provides the food and the drinks for the event and the type of entertainment it requires, for example a singer, a magician, a comedian, etc… Short Long Perfect Reputation Make loyal customers Figure 27: Company Goals So as mentioned, the customer is so important in the company. Without them, the company cannot continue, so it must be taken into consideration to make them satisfied and happy from service offered and to trust the company and be loyal. This allows the company to create a profit and be successful in the process.

The social media strategy is to build on the social media organizations for the company, which is provided by one of the employees and monitored by Mr. Mousa himself.

That is what makes everyone come to events, tag them on social media and providing everyone at the party with a professional photo for social media with the company logo. These are the four Ps: the product (the product or service), the price (what the consumer pays), the place (the location where a product is marketed), and promotion (the advertising).

4 P’s of Marketing Product Price Promotion Place Figure 28: The 4 P’s of Marketing

¡ Use every chance to get more connections ¡ Give people unforgettable experiences.

¡ Provide the promised and expectable service.

¡ Keep up with the work and submit it at the agreed time.

¡ Solve problems and troubles generated by some people.

¡ Work despite the pandemic and while most companies close.

¡ Keep the same quality and service prior to the pandemic.

experience connection expectation commitment survivor maintain our service Figure 29: Overcoming Challenges Chart Overcoming Challenges Challenges can be overcome by organizing the process of work and dividing it throughout the team, overcoming the time it might take to get the job done. It would also help to get more customers despite regulations and limitations fixed by the government as well as paying employees on time to support their ambitions within the company.

• Organize work
• Work as a team
• Commit to time
• Gain customers
• Support employees

organize the work work in the team commitment with the time gain customers support employees Figure 30: Continued Overcoming Challenges

Some of the best events for the company are birthday parties, yacht parties, company gatherings and hotels openings. Birthdays are one of the most successful types of events as people ask the company to provide all the required basis of entertainment like a DJ (music organizer), singer, or magician. Some people ask for things like fireworks, special gifts with their names written on a very large scale in dessert, etc… For these,

some of the best practices are

• Commit to time
• Having an organizer
• Being honest
• Keep things legal

Commitment Credibility Legal Organizer Figure 31: Best Successful Practices

Mr. Mousa said the biggest failure happened when he was at the beginning of the business. It was hard to make the deals and know the customer. He feared failure especially when he organized parties and celebrations the first time. “I feel nervous if they don’t like my work but to be honest, when you create something or make something special for anyone and deliver it on time, and they like it and share a good reputation with you, this is success for me.” Mr. Mousa said. “Once upon time, two ladies asked me to prepare the birthday party and you know the ladies types, sometimes it looks weird. We discussed the timing and I booked the place based on the time they gave. The food and everything was ready on time and I called them. They were so confused and said the party is tomorrow, not today. We gave you the wrong date.

They apologized and we canceled everything. So, for me, failure happens when all preparations break down due to an unclear timeline,” said Mr. Mousa.

1- Balancing time 2- Being organized 3- Being committed 4- Being engaged 5- Being comfortable 6- Being understandable Time Balance Organizing Commitment Engagement Understandable Comfortable Figure 32: Organizational Structure of LEO Events Company Today’s Company Compared to When It Began “My company now is the same as when I opened it because of all the success these days to keep business open and survive from all the threats we face. It helps keep your business in the labour market, and as we all know all companies have a huge decrease in liquidity and from the financial perspective, as well as a decrease in production and so many threats we managers face nowadays.

30% 27% 23% 19% 18% 18% 12% Liquidity squeeze Lost of income Prohibiting growth of the company Additional interest charges Not hiring new employee Threat to survival Dismissing employee Figure 33: Consequences of Late Payments This figure illustrates the consequences of late payments and how and how to lose the big amounts when this pandemic started. Overall, they have 30% of a liquidity squeeze which is so high, and loss of income at 27%, which is critical to companies. Based on the fact that they lay off a lot of employees, it shows 12% dismissing employees, which is increasing the unemployment rate, and training the rest of them to multitask. Additionally, the threat of survival for the companies is so high that it impacts risk, unravelling many years of improvement and developmental gains.

The interview with the manager of LEO Event Company shows many interesting characteristics in leadership itself and also how the company works as a team in every single detail. As a researcher, I recommend that, especially in the small businesses, to share tasks and ideas in order to come up with new things that will help the business grow in a short period of time.

These lessons may be positive, such as a project delivered on time and without exhausting the budget, or they may be negative, such as a blown budget and

inferior deliverables. What matters is that they

¡ Are factually correct ¡ Have a real impact on team operations ¡ Identify a decision, design, or process that supports a positive result or reduces the potential for failure ¡ Show importance of teamwork ¡ Show consultation ¡ Show creativity ¡ Provide validation which helps to make sense of the world and make remarkable things ¡ Understand employees and their happiness, to have a good feelings between them and work together as friends.

Lesson Learned Teamwork is so important Have a real impact on team operations Consultation Creativity Are factually correct Identify a decision Figure 34: Lessons Learned from Business The lessons learned in project management provide the most benefits when they are documented, communicated, and archived after all project participants have been able to confirm or question the conclusions.

The LEO Events Company is cost effective and user- friendly as well. It is customized with advertising and other activities related to and linked with the events management lifestyle. It also provides new features, and they face many challenges in the planning and implementation of parties and events between the technical factors and people. All of that at the end helps the company to be extremely successful and gain exposure and clients because its reputation is shared, and also the team really draws in crowds, which is so important for any business to be known and famous professionally. Last but not least, after dazzling feedback of their clients’ opinions they received, the company considers it as a success as they look further down the road than globe celebrities and events management.