Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

hibit fees, advertising income, and “services-in-kind” agreements with suppliers. All these efforts should be under the directio ...

more financial risk). Similarly, one seminar room may be over- flowing, while another has barely drawn a dozen people. A dread o ...

marketers typically have a longer lead time, allowing a well- considered critical-path approach to promotion, public relations, ...

motivations of its audience likely will be driven by improv- ing their individual profits, education, and competitiveness. This ...

speeches, audiovisual productions, flags and banners, and even songs and rituals that stir the spirit and reinforce the corporat ...

■Are there any traditions or rituals that must be presented to project the corporate message, such as company songs and slogans, ...

odyssey to the South of France or that “Employee of the Year” award with a generous bonus. Typically, incentive programs involve ...

Other Types of Corporate Meetings There are numerous purposes for which corporate events are planned, many of which incorporate ...

tendance, the market segments for promotion may include general publics reached through advertising, radio and television com- m ...

sensitive management issue. It behooves the marketing ex- ecutive to carefully follow the directions of management in developing ...

introduced through traditional marketing forces such as public re- lations, advertising, specialty advertising items, e-mail, th ...

(such as the general public) who are not under the direct control of the corporation, but are critical to its marketing successe ...

Electronic Media ■Radio ■Television ■Internet ■Cable ■Broadcast fax A careful analysis of the markets reached by each of the med ...

to the right desk. The message should be targeted as pre- cisely as possible to the party most interested. For example, if your ...

vestment for the campaign. Nevertheless, he or she must never for- get that establishing and maximizing relationships with the m ...

not just as a seller of products to their constituents, but also as a partner in the more altruistic purposes embraced by the ta ...

Summary Many in event marketing serve both corporate and association clients or employers during their careers. Therefore, the n ...

as regional advertising, the minor league team (whose stadium is an accessible 20 miles from Baltimore) invited disappointed fan ...

151 Marketing Festivals, Fairs, and Other Special Events Experience Is the Name Everyone Gives to Their Mistakes —OSCARWILDE WHE ...

152 Chapter 7 Marketing Festivals, Fairs, and Other Special Events Marketing Festivals and Fairs Today’s festivals and fairs are ...