According to Van Der Wagen and Carlos (2005), the event planners' target market is product, price, promotion and place (distribution). The individual factor in each of the areas are geared towards the participants of the event, the vendors/suppliers for or in the event and guarantors and the customer of host venue.
A needs assessment and additional research would help determine the event's appropriate target market and identify the target audience for the advertising and promotion materials. To know where to start, the event planner needs to understand the clients sole purpose for the event and know what people are looking for. It is the planner's job to figure out the very best way to do this... what are your thoughts on the topic?