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

priorities and the association’s “corporate culture” into creative

marketing strategies that will bring association goals to life as the

target audience learns whythey should buy the tickets and par-

ticipate. When they do that in large numbers, stakeholders will be

pleased, and the marketing professional will be asked to return

and repeat that great performance next year!

An illustration of a sampling of association audiences, along

with some ideas on the communications messages that should be

considered for the marketing strategies, appears in Figure 5-1.

104 Chapter 5 Marketing Association Meetings, Conferences, Events, and Expositions

Figure 5.1

Crafting the messages aimed at specific association

constituencies will enhance marketing communications.

Research into each target market is essential in understanding

the needs and major areas of interest inherent among them.

Model for Marketing Communications Strategies

(Audiences and Messages to Be Considered)

Stakeholders:Politics, Support, Corporate Culture

New Attendees: Researching Expectations, Creating

Awareness, Initiation into Association Purposes

Related Associations: Cross-Promotions, List Sharing,

Speaker Exchange

Sponsors:Levels of Financial Support, Recognition,

Benefits of Sponsorship

Exhibitors:Rules and Regulations, Terms of Booth

Assignment, Plans to Increase Traffic

Speakers:Speakers' Information Kit, Profile of

Audience, Invitation to Attend All Events

Elected Leadership: Personal Preferences, Individual

Recognition, Association Issues

Event: