Event Infrastructure: The name indicates, event infrastructure includes
those essential elements with out which there cannot be any event. These
essential elements are core concept, core people, core talent, and core
structure. The nature of this infrastructure varies with the event categories
and variations in events.
Core Concepts: Core Concepts is a terms that can be used to define the
fundamental underlying ethos and evolution of the various major categories
of events. That is, what differentiates and demarcates the boundaries
between the various categories amongst themselves. The core concepts
of an event is like a root of a tree that generates the energy and lays
down the base for the type of tree that shall grow. The exact size and
shape that the tree varies from tree to tree in the family. Thus, an
entire event family can be built on each of the event categories . These
differences lead to innumerable variations in events.
Core People: These
are the people who are performing, acting 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 mind. When
the event gets underway, these are the people who hold way and take
the center stage audience comes to experience the expertise, charisma
or knowledge of such core people and to have an opportunity to interact
with them. The personality of the core people being used in an event
should match the brand personality.
Core Talent: With
every event category, the people are required to have a specific expertise,
reputation, or knowledge. It is the core talent that attracts and influences
the audience. In a music concert, the types of audience that are attracted
to the event depend on the talent of the performer. The core talent,
therefore helps in creating variations in any event category. For instance,
in music whether the event is a classical music concert , depends on
the type of time, constraints in terms of boundary, number of participants,
The physical manifestations of these constraints that act as a challenge
or obstacle vary from game to game and lead to the need for different
talent required in playing each game. An example that can be cited here
is in a competitive event such as sports, core talent is game specific,
i.e. talent required in cricket differs from talent required to play
The presence of a formal or informal organization to manage the event
category as a whole is important to make it lucrative from its marketing
point of view. Depending upon the degree to which the event category
is structured the requirement of a management and marketing of events
The more formal and structured it is, the more lucrative that event
category becomes, since it becomes easier to manage and market. By more
formal and structured, we mean that, there is a proper organization
along with proper delegation of authority to carry out these roles.
Depending on the stakes involved not only of the monies but also of
national pride and identification of the event category by the ordinary
citizen each of the categories has become structured to certain degree.
This organization for efficient management has been denoted as the core
structure. Traditionally, across the world, competitive events have
always been comprehensively administered right from the grass root level,
i.e. Right from the schools with league matches at every level up to
the international level. In fact, competitive events are the only category
among all categories of events that have a strong and structured. Organization.
Among competitive events, sporting events are the most organized and
structured both nationally and internationally. Sports control bodies
such as the ICC (international Cricket council) are examples of this.
Such bodies not only carry out managerial functions and other administrative
activities involved with the event but also focus on the member and
player benefits during , and to an extent , after their playing tenure.
Target Audience: Target audience is the customer groups who form the
focus of events. The actual event design varies with the demographic
profile of the target audience as well as the number of targeted audience.
It is from these criteria that the event gets its image and budget.
Whether the event would be a mega event or a theme party, which
artist would perform or where the event is to be held etc. primarily
depend on the target audience. Therefore, starting from the initial
conceptualization to the carrying out of the event the entire process
cognizably takes in to consideration the characteristics and the behavior
of the target customer groups.
Every marketing activity is essentially customer based depending on
the clients marketing requirements, as discussed earlier, event organizer
decide the audience to be targeted . Based on the target audience as
a common denominator, the event organizer can canvass for other clients
who would like to associate with the event, thus events can also act
as a converging ground for a associate with the event, thus events can
also act as a converging ground for a diverse range of corporate with
the same target audience, The costing of an event will also definitely
vary with both the profile and number of audience being targeted.