Chapter Challenge
128 Chapter 5 Marketing Association Meetings, Conferences, Events, and Expositions
1.You have been asked to develop an
external marketing campaign in a com-
munity that has never before hosted your
convention. What local resources would
you pursue in that community to imple-
ment your campaign, and what marketing
approaches would you attempt with
each?
2.You have been given the responsibility
for organizing an internal list manage-
ment program for your direct-mail depart-
ment. What tools and strategies would
you use to ensure that your lists are cor-
rect and current, and what resources are
available to augment the list with data on
new potential members and attendees?