What is an event “Something that happens or an occurrence, a significant occurrence or happening, a social gathering or activity”. Today it is all three together
Other definitions “Occurrences designed to communicate particular messages to target audiences” – Philip Kotler “Events are an additional media whereby two-way (or active) communication is possible.” – Sures Pilaji “Events are something noteworthy which happens according to a set plan involving networking of a multimedia package, thereby achieving the clients objectives and justifying their need for associating with events.” – Deepak Gattani
Comprehensively An event is a live-multimedia package carried out with a preconceived concept, customized or modified to achieve the client’s objectives of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction.
Objectives Leisure events Cultural events Organizational events Personal events
Leisure event These events are solely arranged for fun and recreation, e.g. a party, a sports competition, a fair. Leisure events are held to involve the person taking part in the event without actually expecting an immediate result. Real life examples include Eid Milan parties at schools and offices , birthday parties etc.
Cultural Events Cultural events are focused on bringing out a cultural heritage or happening. The “Sindh Festival” arranged at “Park Towers”
Organizational Events These are events that tend to be well organized and have implications and interests that are commercial, political, sales driven etc. events of this nature are generally with a specific agenda. It is generally informative or sales driven or has some commercial value in tangible or intangible terms. E.g. Dawn Lifestyles, ITCN Asia, Karachi International Book Fair
Personal Events These are generally events that are held on a very personal level, for family and friends etc. These are generally by invitation. Weddings, Valima receptions, birthday parties, etc, are examples of Personal events.
Characteristics of Events To be remembered and cherished, an event should have the following qualities. Uniqueness Intangibility Rituals Personal interactions Time scale
Types of Corporate Events Events linked to product launch Company market entry Brand extension Dealer Conference Anniversary celebrations