101

Marketing Association

Meetings, Conferences,

Events, and Expositions

They Will Buy... When You Tell Them Why!

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Understand the unique nature of association structure, leader-

ship, and operational patterns
■Appreciate the special challenges of association event marketing

■Identify techniques for effective list management

■Compare promotional methods and their effectiveness for spe-

cific audiences
■List the dos and don’ts of brochure design and production

■Recognize the differences between internal and external public

relations
■Establish incentive strategies for both exhibit sales and atten-

dance growth

CHAPTER 5