concept of products in events

8/7/2019 Concept of products in events

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Concept of product in events


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Event should meet both tangible and

intangible needs and aspirations of the

event user satisfactorily. Most events tailor made or customized for

the particular client depending upon the

requirements from or objectives to be met

by the event and as mutually agreed

between event organizer and the client.


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Different event categories offer different

products that satisfy a variety of needs but

on different scales. The most fundamental aspect is the event

infrastructure and attached with each of

the event categories.

An event in itself can be called a product

and can be classified into different levels.


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Benefit Levels

Core benefit offered : Reach with interactionfor the brand building addressed to a sharplydefined and controlled target audience.

A generic event: different categories of event

Expected event: Fit between Concept, Clientand the audience along with professional

execution by the organizer. Potential product: Coverage of events as TV

software material for post event benefits


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Event Hierarchy

Need family consists of :

Core need satisfied by using events , i.e.

brand building


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Categories and variations events

Different bases such as time, location, value,concept, artist and client affect.

Categories of events and their characteristics

Competitive Events Artistic Expression

Cultural Celebrations

Exhibition Events

Charitable Events

Special Business Events


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Competitive Events

Core Concept:

Test of physical strength

Mental Ability Talent

A competitive event may be sophisticated

and controlled variation of crude warfarethat involves patriotism, pain and pride in

victory.


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Competitive Events

Types of competitive events:

Contest which test sporting skills

Artistic talents Knowledge levels or

Compare participants on the basis of any

other parameter.Example: Talent and Beauty contests


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Competitive Events

Characteristics:

Mass audience oriented

Live telecast

More reach and fewer interactions.Used for :

Visibility and exposure of brands

Prolonged impact

Corporate/brand awareness

Consolidating the positioning of brands

Merchandising and sale of licensed products around theevent.


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Artistic Expressions

Core Concept:

Presentation of artistic talent as

entertainment to the audience. It mayinvolve singing, dancing, theatre, etc. and

is a form of expression of emotion and

freedom.


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Types of events for artistic expression:

Music concerts

Dance ballets

Purely for the sake of entertainment


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Characteristics:

More reach fewer interactions

Major benefits to potential sponsors:

Consolidation of the image of their brand Post event mileage

Excellent coverage prospects

Live or differed telecast

An avenue for expression of the personification of thebrand image

Universal appeal among different sections of society.


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Core Concept:

Get together and celebrations of events

that carry mythological religious and /orhave traditional values attached by a

particular community with homogeneous

characteristics.


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Types of celebrations:

Fairs and festivals. Rural festivals

College festival Holi

Characteristics:

Openness

Free entry Informality

Greater opportunity for interaction and reach


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Provide participating sponsors:

A strategy for focusing on a particularcommunity

Reach into the heart of the rural population A platform for mass communication

An opportunity to communicate to the point.

Avoid any sort of clutter

Chance to innovate

Direct sale opportunity.


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Exhibition events

Core concept


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Charitable Events


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Retail Events


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Reach interaction matrix

Reach

High Low

Interaction

High ExhibitionsSpecial Business

Cultural

Low Competitive

Artistic

Charitable


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Event Variations


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Time frame based

Pre planned events

Ad hoc events

Risk rated events Partially sponsored events

Ticketed evens

Budget based events Big budget events


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Time frame based

Small budget events

Location based events

International / overseas events Domestic events

Rural events

City based events Multi location

Value based


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Low value addition from event organizers

High value addition from event organizers


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Concept based

High creative content

Low creative content


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Artist based

New inexperienced artists

Established star performers


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Client Industry based

Consumer goods FMCG

Industrial manufacturers

Social organization

Clubs

Personal / Family events

Political Rallies

Educational presentations, award functions,sports and cultural festivals

Film and TV industry


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Developments

Pyrotechnics an episode of next step on

the Discovery channel

Hoardings E- commerce & web casting

Staging techniques

Wire less technologies

concept of products in events

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