1. Concepts
Segmentation
UNIT – 1
UNDERSTANDING THE EVENT MARKET
Positioning
Re positioning

2.  A Market consists of all the potential clients sharing a
particular need or want who might be willing and able to
engage in exchange to satisfy that need or want. – Philiph
Kotler
 In events there are two distinct types of Customers -
Revenue generating & Non revenue generating

3.  Institutions
 Corporate Houses and other institutions.
 Media Houses.

4.  IMPRESARIOS ( Influencers)
 Advertising agencies
 Regulatory bodies

5. Event organizers receives money for organizing an event from
these clients
Revenue generating clients are classified into two categories
CLIENTS TARGET AUDIENCE

6.  Institutions:
Institutions involved or participating in leisure industry such as
Motels, clubs, & tourism promotion agencies need events that
attract attention and (there fore more clients for the activities &
services that they offer).
Institutions Involved or Participating in sports & other competitive
events have the most organized and well structured governing
mechanism amongst all event categories. (Hence for the event
organizers , these represent a client to approach)

7.  Corporate houses & other institutions
Corporate have need for organizing both external as well as internal
events, External events for consumer restricted products given the
legal angle imply that such corporates use large events to fulfill their
communication agenda.
External events for consumer durable products use events to avoid
clutter on traditional media.
Such events can also be arranged for companies in the consumer non
durable sector , internal events also sometimes require event
organizers for professional execution.
An internal Annual General meeting is essentially a low budget affair
executed in house. Associations/ Industry Forums related to
promotion of trade culture such as CII, FICCI etc are institutions that
require and actively organize events for a multitude of purpose

8.  Media Houses :
Television and the radio media owners also require events for generic
purpose , Large media houses although part of the industry also
need events for specific communication campaigns for their services
and products and hence are part of the customer group for the
event organizers.

9. Target Audience :
Target Audience is the ultimate customer for the event who actually
participates in the event . If the event is a ticketed one , then the
participant might be the purchaser of the ticket. The Target
audience could also be comprised of invitees or public.
These are the most important lot of revenue generating clients for
the event marketers and their clients

10. IMPRESARIOS (INFLUENCERS)
Business Persons, Ambassadors, Foreign Embassy, Officials Etc are a ser of customers who
need to be cultivated for their potential to influence prospective clients in favor of particular
event agency.
Advertising agencies
These may need events to be organized for their clients with particular media campaign, Ad
agencies are also involved with events in that they are invariably require to design and
execute the publicity campaign for their clients who are using the services of an event agency
for any event
Regulatory bodies
Such as Tax & Police Authorities etc Imply Non revenue Clients or stake holders since they
have to be serviced with equal importance , Regulatory bodies play a role in success of the
event and need to be serviced with utmost patience and care.

11. THANK YOU