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What is the target market of an event?
A group of people, who:
Description of the target market of the event of „Līgo in Rakši”.
Traditions of Līgo are well-known all around Latvia, the celebration is usually held in rural areas. This is a family celebration where grownups, as well as kids participate. Those, who own summer houses or properties in the countryside usually celebrate there. Therefore the target market of this event are people who don’t have their own country houses, but who still want to celebrate outside of the city. The nearest town is Cēsis, but organizers of the event didn’t concentrate only on inhabitants of Cēsis, but also on people from Riga, located one hour drive from „Rakši”. Besides, Rigans are longing for leaving the city in Līgo time. There are several things attracting people to this event: children will be happy with Zoo, popular music bands are included in the programme, plus the entrance ticket that costs only Ls 3 per person, therefore we can make a conclusion that the main target market of the event is:
Certain costs must be taken into consideration for everybody during Līgo, because national food and drinks need to be enjoyed. Organizers of the event had set the price of Ls 3 for the entry; the price included the cultural part of the event. This is a very democratic price, although visitor must consider extra costs for food and beverages, accomodation (guest house or tent place) and petrol for car. So a family of four people probably will spend about Ls 80-100 during the event.
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