Wednesday, October 03, 2007

Events, Products and Entertainment

Events Management, Entertainment Management – they do sound rather alike even though they are different subjects. It would be foolish to deny the fact that there is commonality between both subjects, indeed when looking at events such as a music festival or a football match, the driver behind the event is the entertainment which is on offer. The driver behind entertainment centred events is known as the primary product. A product is ‘anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisations and ideas’ (Kotler et al, 1999, p.11). The primary product is the main product that is on offer, the majority of entertainment primary products are intangible in that they are not something that can be held, but are more likely to be experiences. There are also secondary and tertiary levels of product. At entertainment centered events, secondary levels of product may include: support acts at music concerts; smaller stages at music festivals; and half time entertainment at football matches. Tertiary products include support facilities and materials such as: seating; toilets; catering facilities; signage; programmes; security; the website and car parking. You will note that tertiary products at entertainment centered events are both tangible and intangible.

Entertainment is the primary product of many kinds of event, although not all events. A wedding is an event but the core product is the ceremony itself, of course weddings may include entertainment products also – typically from DJs (and Dad dancing!).

At entertainment centered events both Events Management and Entertainment Management are concerned with all three levels of product and this is where cross-over between the subjects exists. It would be as foolish for Event Managers not to be concerned with the management of entertainers at events, as it would be for Entertainment Managers not to be concerned with signage and seating for entertainment events. Getting all levels of product to match audience expectations and needs is part of the recipe for a successful entertainment event, after all it is no good having a stage crammed with world-class entertainers, if the audience are not comfortable, or couldn’t find the venue in the first place. The diagram below shows all three levels of product for a football match.

Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of marketing. 2nd European Edition. New Jersey, Prentice Hall.

1 comment:

Charo said...

Good words.