The document identifies the key stakeholders in events including the target markets, event hosts, guests, event committees, financiers, suppliers, and external entities. It discusses how the target market is segmented into individual/families and organizations. Organizations are further divided into companies/businesses and associations. The needs and decision making processes of each market segment is explained. The document also defines who the various event stakeholders are and how they each have different interests and definitions of success related to events.

1. The Market for Events and the
Event Stakeholders
Chapter III

2. Objectives:
The learning objective of this powerpoint presentation
are as follows:
 Identify the target market for events
 Understand the needs of different groups
 Know who the event stakeholders are
 Understand the concerns of event stakeholders

3. I. The Event Market
 Consistent source or revenue for the hospitality
business such as:
 hotels
 restaurants
 catering facilities
 entertainment venues
 leisure venues
 Segmented into individual, families, and
organizations
 Events may be classified as either social or
corporate.

4. I - A. Market Segments
1. Individual and Families
 Typical prospects for life-cycle events
- Birthdays, Weddings, Anniversaries, etc
 Usually less formal in decision making
- No formal organization or structure when it comes to
events.
 Sources of business for this segment
- Local civil registry, churches, bridal fairs, wedding
suppliers, referrals and previous clients

5. I - A. Market Segments
2. Organizations
 Typical prospects for events to convene and for
commerce, commonly referred to as corporate events
- Meetings, seminars, conferences, conventions, product
launches, sales promotion activities, incentive trips, etc.
 The Segment is further divided into:
- Companies and Business Establishments
- Associations and Organizations

6. I - A. Market Segments
SUB-SEGMENTS OF ORGANIZATIONS
a. Companies and Business Establishments
- May have events:
 As part of their Operating Calendar (annual meetings,
quarterly sales rallies, etc.)
 In response to the demand for their products (product
launches, promotional activities, etc.)
- This sub-segment is smaller in attendance compared to
association, but are likely to be more frequent.
- The Company foots the bill for the event in most cases.

7. I - A. Market Segments
SUB-SEGMENTS OF ORGANIZATIONS (con’t…)
b. Associations and Organizations
- Group of people that have a common interest or purpose
(Abbey, 2003).
Categories:
 Trade Associations – operate within an industry, or are bound
by same trade or similar business concerns.
Ex. PCCI – Philippine Chamber of Commerce and Industry
 Professional Associations – in a common or affiliated
profession. Ex. PDA - Philippine Dental Association
 Non-profit organizations – SMERFs, which stands for social,
military, educational, religious and fraternal groups

8. I - A. Market Segments
DIFFERENCE AND SIMILARITIES BETWEEN THE SUB-SEGMENTS
- Associations and organizations have fewer events (but with a huge
number of participants) than companies
- Budget is tighter in associations than in companies
- Events for both are staged for various reasons
 To share ideas
 To educate
 To sell or market a product
 To provide information
 To motivate people
 To strengthen corporate image
- Common objective for both and measure for success is Return on
Investment. To get something (not necessarily in monetary terms) out of
the Event.

9. I - A. Market Segments
SUB-SEGMENTS OF ORGANIZATIONS (con’t…)
The sub-segments usually give the responsibility for an
event to an event committee. But the Event Manager (or
Organizer) should be able to distinguish who are part of the final
decision-making.
The Event Manager must find answers to these:
 Who will make major decisions regarding the event?
 What decisions can members of the event committee
influence? What is their level of influence?
 Are there others within the organization who could influence
the decision? What is their level of influence?
 What evaluation criteria will each decision-maker use?

10. I - A. Market Segments
LEADS and INQUIRIES
 Building contacts is essential in the Event Business
 Take every opportunity to spot potential clients
 For social events, potential clients may come…
 Relatives
 Friends
 Referral of Friends
 For corporate events, sales blitzes are good sources of leads.
***The next slide will show samples of lead forms called
Social Event Inquiry and Corporate Event Inquiry

12. II. Event Stakeholders
 Event Stakeholders are individuals and
groups who have some form of interest in
the event.
 Such interest may be:
- Financial
- Emotional
- Political
- Social
- Other form of Personal Involvement

13. II. Event Stakeholders
 The HOST – the originator, the main celebrator, or
the one financing the event.
The Event Host delivering his thank you speech to the guests of the event.

14. II. Event Stakeholders
 The GUESTS – the people attending the event; also called audience,
participants, attendees or visitors.
The Guests’ picture taken after the successful event.

15. II. Event Stakeholders
 The EVENT COMMITTEE – the group involved in the planning
and execution of the event.
The Stage and Décor Committee an hour before the beginning of the event.

16. II. Event Stakeholders
 The FINANCER – the one who pays for the bill.
The Financers celebrating after a successful and profitable event.

17. II. Event Stakeholders
 The SUPPLIERS – provide supplies (products or services) that will
bring the event concept into a reality.
The main photographer of the event having his picture taken.

18. II. Event Stakeholders
 The EXTERNALS – other entities external to the host or the event
manager but have financial, emotional, political, social or personal
interest in the event. Ex. Government regulatory agencies, the
media, the local government, the community, corporate
shareholders, etc.
“While all stakeholders have the event’s success in mind,
each may define success differently (Salvador, 2016).”

19. References
 Abbey, J.R. (2003). Hospitality Sales and Marketing (4th ed.).
Lansing, Michigan: Educational Institute of the American
Hotel and Lodging Association.
 Goldblatt, J. (2002). Special Events: Twenty-first Century
Global Event Management (3rd ed., J. Schiptsova, Ed.). New
York: John Wiley & Sons, Inc.
 Kotler, P., Bowen, J., & Makens, J. (2010). Marketing for
Hospitality and Tourism (3rd ed.). Singapore: Pearson
Education South Asia Pte, Ltd.
 Salvador, G. (2016). Event Management: Envision. Execute.
Evaluate. (2nd ed.). Quezon City: C&E Publishing, Inc.