There are several other entities that need to be serviced or treated like a customer in the changed business scenario that requires one to be market oriented whether there is direct monetary benefit or not.
Indirect customers who mostly are the most active carrier’s of word-of-mouth publicity and do not necessarily generate a monetary gain for the event organizers should also be taken care of properly.
Thus, any entity that requires expending time and effort and which contributes to the successful execution of an event should also be treated as a customer in this business.
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Impresarios (Influencers) Businesspersons, ambassadors, foreign embassy officials, etc. are a set of customers who need to be cultivated for their potential to influence prospective clients in favor of a particular event agency.
Advertising agencies:
These may need events to be organized for their clients in tandem with a particular media campaign. Ad agencies are also involved with events in that they are invariably required to design and execute the publicity campaign for their clients who are using the services of an event agency for any event.
Regulatory bodies:
Regulatory bodies such as Tax and Police authorities, Cultural Affairs Ministry, etc. imply nonrevenue customers or stakeholders since they have to be serviced with equal importance to any paying customer.
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Regulatory bodies play a role as customers in that they have a say in the success of the event and need to be serviced with utmost patience and care. Revenue is generated from these customers in different forms such as sponsorships, charity and sales of tickets.
The various forms of revenue generation are discussed in snapshot of event-sawy companies and the event categories they have sponsored in the past.
From the above listing one can see that the range of customers covered by events in its purview is tremendous. The requirement or desired goal for each customer from events as a communication medium differs. Thus giving rise to a need for a focused approach of first defining and targeting core customer groups.