■Having live music and entertainment at the hall entrance to
attract crowds and build excitement.The marketer must be sensitive to the need to maintain balance
between the number of booths sold and the attendance. Empty
aisles will quickly override the temptation to oversell booths, be-
cause the exhibitors won’t come back. Equally important is that
too few exhibitors will frustrate a large crowd of buyers. That
equation of balance is critical to incremental growth and long-term
success. The true sign of marketing success will be the day when
veteran exhibitors return to sign up for their booths, leaving a
waiting list for those hoping to get on board and be a part of the
profitable action.
Marketing Other Convention Events
The reasons for attending a convention are numerous and varied,
depending on the priorities, interests, and tastes of the individu-
als being solicited. The marketing approach must reflect the in-
terests of the members, their families, and guests. Association
members will often base their reason to attend on the educational
programs, seminars, and symposia (whether or not that is true). It
is easier to sell the boss on the need to take time from work and
spend money for continuing education than it is for parties and
tours. Spouses, on the other hand, will more likely be drawn by
social functions, entertainment, and seeing old friends. Elected as-
sociation leaders are often seeking recognition and political op-
portunities. Children will be drawn by the youth program and the
chance to make new friends. The incentives are often cross-related
and variable. Marketing, through all the tools described earlier,
should address every identifiable asset of the event program and
emphasize more definitive and specific benefits to the greatest ex-
tent possible through market research and segmentation.
That research should include:
■Analysis.Finding a need and filling it
■Communications. Providing information and listening to
reactions
■Differentiation.Distinguishing your offering from similar of-
ferings and making it more compelling
Marketing Other Convention Events 125