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

on the job are when they are serving other groups in their facili-

ties and on their transportation systems.

Spring, summer, and particularly fall are the busiest times for

transportation companies, hotels, and resorts, which are taking

care of good-weather conventions, vacationers, and business meet-

ings. Because their commerce and other business commitments

are usually lighter in winter months, the potential attendees are

more likely to be able to afford the time to attend your event. A

careful analysis of the patterns of industry is essential to schedul-

ing, which will have an enormous impact on marketing.

Local, Ethnic, and Religious Holidays

When marketing an event in a location with which you are not to-

tally familiar, consider the potential conflicts (or opportunities)

presented by local holidays. National holidays, such as the Fourth

of July, Christmas, and Veterans Day, present many opportunities

for event marketers to promote the celebration of that holiday dur-

ing the event. These are the times replete with activities themed

around the holiday festivities.

However, local holidays, which are not the reason for which

the event is being held, may negatively impact the success of the

38 Chapter 2 Event Promotion, Advertising, and Public Relations

Pretty House—No One Home!

In a former life, I once marketed a study-mission and tour

in Paris, France. My marketing thrust was affordability—

and fun. The time of year was August. I was not aware

that this time of year was the “holiday season” in Paris,

and many of the shops, restaurants, and other Parisian

features and attractions were closed because the city emp-

ties out as everyone celebrates the summer elsewhere.

Month-long vacations are commonplace in Europe.

I soon discovered why the prices for accommodations

and food functions were so affordable for my budget.

There was little demand. It was a buyers’ market for my

group, a very affordable exercise. But it was greeted with

a dearth of things to do, places to go, and personnel avail-

able to service our people.