Sports events (cont’d)
promotions at, 3–4
public relations for, 149–150
sponsorship of, 91, 92
weather in, 153–154
Spouse and youth programs, at conventions,
4–5, 125
Stakeholders, in associations, 103–104, 117
Stockholders’ meetings, 141–142
Street promotions, 41, 160–162
Stunts, 41
Super Bowl, 154
Surveys, 47, 96
market segmentation and, 180–183
online, 72–73
psychographic data from, 44–45
qualitative/quantitative models, 22–24
samples, 24, 181, 183
SWOT analysis, 190, 192Target audience, 7, 15
market segmentation and, 178–184
online, 66, 69, 77
type of event and, 35–36
Tartikoff, Lilly, 168
Telephony, 174
Television:
advertising, 115, 156
sponsorship of special events, 159
Testimonials, 111
Third-party service, 58–60, 77
Ticket collection, 185
Timing of event, 36–39
Tom Thumb, 6
Trade associations. SeeAssociation events
Trademark protection, 165
Trade shows:
number of, 30
regionalization of, 30–31
sponsorship of, 92, 100
Training programs, 35, 140
Travel arrangements, documentation of,
185–186224 IndexTravel costs, regionalization trend and,
30
Type font, 112Unofficial Guide to Marketing Your Business
Online, The, 57
URL (uniform resource locator), 62, 66Valentine’s Day event, 50
Veeck, Bill, 3–4
Video news release, 201
Video opportunity, 200
Vintage Virginia Wine Festival, 154
VIPs, at special events, 163–165, 168–169Ward, Scott, 47
Washington Post, 169
Washington Redskin, 7–9
Weather risk, in special events, 153–154, 161
Web Ad.vantage, 72, 77, 78
Web marketing. SeeAdvertising, online;
Electronic marketing; E-mail marketing
Web site:
copy for, 62–63
design, 60–62, 82
domain name, 61, 83
links, 62, 71
maintaining/updating, 83
promotion of, 63–64, 82
traffic, 67, 79
URL (uniform resource locator), 62
Week, day of, 37
“White elephant,” 6
Woodring, DeWayne S., 121
WRC-TV, 158
Wrigley Field, 3–4
WriteSpeakfor Success, 108
WRQX-FM, 169Xerox, corporate culture of, 137Year, time of, 37–38
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