Definition of ‘event’
An event is an occasion where a gathering of a target audience meets to celebrate or experience an occurrence, designed and organised to communicate and interact with a purpose to achieve and objective. It is a dynamic plan involving a live multimedia package organised with a preconceived concept or idea. Events are temporary and not a permanent phase. They have a finite, publicised life. An event is a single run through experience and cannot be repeated. The objective of the event is to capture the consumer’s attention.
…Events have high visibility and greater impact than any other media. They are a powerful medium to zero in on specific market segments. They are both an art and a science!
TYPES AND KINDS OF EVENTS
Objectives of Events
Objectives usually are client or event type specific. Once the objectives are defined, all aspects of the event must be designed and directed towards achieving them. Event benefits can be both tangible and non-tangible, long-term and short-term.
- To generate revenue
- For fund-raising purposes
- For marketing purposes
- For building Brand image and communication purposes.