Effects of diversification

Remember that if you have diversified in arranging the content of the event, the complexity of estimating and attracting the target audience will be increased. The more you diversify, the harder some elements of the planning will become.

Although it is possible that a ‘brass rubbing’ event will fail to attract sufficient numbers to cover costs, a combination brass rubbing, horse brass and rural metalwork show could attract sufficient fee-paying members of the public to make it viable. Unfortunately, this additional complexity increases the effort required to plan and run the event, and can cause more serious problems. For the combined event example, you now have to consider advertising in three different special interest publications, trade papers and clubs. The advertising expenditure will now be considerably higher, so the entry fee may have to be raised to cover the cost, and that may put people off coming.