attending. Instead of the mundane call to attend your event with
a simple “You’re Invited”—tell them why!For example:
You Will Learn How Your Business Can Survive and Grow in
the 21st Century.
The 38th Annual Convention: Be Where the Elite Meet.
Be a Part of Our Industry’s Revolution—or Be Left Out.
The Race Is On.. .Learn How to Finish First.The International Association of Convention and Visitors Bu-
reau’s “Destinations Showcase” is a one-day educational and ex-
position program, and its promotional brochure provides exam-
ples of “why” its target audience must attend. The message
highlighting its 2001 conference is immediate, urgent, and com-
pelling in listing the benefits for the attendees. These short, but ar-
resting concepts are highlighted on the cover of the promotional
brochure (see Figure 2-3). All of this is emphasized on the cover
of the brochure, together with the date, location of the event, and
preregistration deadlines. In other words, the five Ws are clearly
described before the reader even opens the brochure.
In determining any marketing approach, whether it is an ad-
vertisement, a promotional video, a brochure, or a flyer, the process
must begin with an analysis of the audience, the product, and the
intrinsic assets of the event or the product that we want to
promote.
With Figure 2-2 providing a broad overview, let us look at
these elements in order.
2. WHO?
To whom are we marketing the event? Your target audience may
vary, depending on the nature of the product being promoted. For
example, a national conventionmay be aimed at the entire mem-
bership, past and potential exhibitors, past and potential sponsors,
and related organizations.
Atraining programmay be aimed primarily at those individu-
als whose disciplines and interests fall within the narrowly de-
fined scope of the educational program being offered. The target
marketing would avoid those whose educational needs are not
consistent with the purpose of the program. A product introduc-
tionmay be aimed at sales executives of a corporation, franchisees,
The Five Ws of Marketing 35