KEY ELEMENTS OF EVENTS

KEY ELEMENTS OF EVENTS

Events building blocks:

Event Infrastructure
Target Audience
Clients
Event organizers
Venue
Media
KEY ELEMENTS OF EVENTS

Organizers Event Infrastructure

Venue Event
Event Target Audience

Media Client
 E V E N T I N F R A S T RU C T U R E

Core Concept

Core People

Core Talent

Core Structure
 CORE CONCEPT
Can be used to define the fundamental underlying ethos and
evolution of various major categories of Events

Categories:
 Competitive Events
 Artistic Expression
 Cultural Celebrations
 Exhibition Events
 Charitable Events
 Special Business Events
 CORE PEOPLE

People who are performing, acting, or

participating in the process of influencing
the audience to create a desired impact in
terms of a favorable position for the clients’
brand in the audience’s mind
 CORE TALENT

With every event category ,the core people are

required to have a specific expertise, reputation or
knowledge

Music Classical/pop

Different Games
 CORE STRUCTURE

Formal organization structure

Informal organization structure

 TARGET AUDIENCE

Customer groups
 CLIENTS

People or the organizations who act as sponsors

to the events because they use events as a more
effective marketing communication tool to create
for themselves a desired position in the minds of
the target audience .
They provide funds that either fully or partially
subsidize an event to make it affordable for the
target audience.
 SET OBJECTIVES FOR THE EVENT

Answer Why Events? As rigorously as possible.

To derive max benefits depth of thought in terms

of the objectives set.
 IS IT RIGHT EVENT

Whether the event being sponsored or co-

sponsored by them is in tune with their image and
personality.
 N E G O T I AT I N G C O N T R AC T S W I T H
E V E N T O RG A N I Z E R S

Check on the background of the organizers and

their experience in the area.

A company that takes active interest in the event

and is in a position to provide a host of support
services can cut down the overall cost.
 L O C AT I N G I N T E R AC T I O N P O I N T S,
B A N N E R S , D I S P L AY S E T C . A T T H E
EVENT

Position size and location of the stall or

interaction point should really be determined by the
objectives set for the event.
P R E PA R I N G T H E C O M PA N Y ’ S S TA F F
FOR THE EVENT

 Event Dates , rules and regulations , dress code, scheduled

duties and responsibilities.
 Times and dates of attendance and details of VIP visits and
celebrity openings.
 Visit from Top Management and press.
 Boarding and lodging details
 Details of other stalls from other sponsoring companies
 Product catalogues and samples
 Promotions or competitions and roles therein.
 A briefing of security and safety related issues.
POST EVENT FOLLOW-UP

Evaluation
• Set Objectives achieved and intended benefits
derived.
• Lesson be drawn to formulate a strategy to
derive higher benefits next time if any event is
sponsored.
EVENT ORGANIZERS
TARGET CLIENTS
 SELECTING EVENT
CATEGORIES TO SERVE
S E L E C T I N G A N D C O N T R AC T I N G W I T H
OTHER KEY ELEMENTS IN CHOSEN
CATEGORIES
MAKING INTELLIGENCE AND
I N F O R M AT I O N S Y S T E M S
VENUE
IN-HOUSE VENUE
EXTERNAL VENUE
MEDIA
T H R E E S TAG E S O F M E D I A
C A M PA I G N F O R E V E N T S
B E N E F I T S T H AT M E D I A C A N
DRIVE OUT OF EVENTS
NEGOTIATING WITH
MEDIA OWNER