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

marketers typically have a longer lead time, allowing a well-
considered critical-path approach to promotion, public relations,
and communications strategies. And, in most cases, they will have
more time to make marketing strategy adjustments as variable re-
sponse levels may require.
Here are a few more brief, but important tips for you to re-
member when marketing either a corporate or an association event:

■In the corporate event world, the market is composed of one

affiliation: the company being marketed. Its corporate cul-

ture, ideals, issues, and operational philosophies are rela-

tively consistent throughout its employee family. They all

salute the same flag. In marketing their events, you will want

to identify those corporate characteristics clearly before es-

tablishing a marketing strategy.

■Typically in the association event world, the market is com-

posed of a myriad of cultures, issues, and ideals. You must

remember that while a trade association represents a specific

industry (e.g., agriculture, transportation, or paper manufac-

turing), its members are owners and operators of perhaps

thousands of individual businesses. Many of them may even

compete against one another. They join the association for

many reasons, the most basic of which is to improve their

businesses in order to compete more effectively and be prof-

itable, or at least solvent. Therefore, while the association

that serves them is considered altruistic and nonprofit, the

Defining the Differences 135

■Attend educational programs

■Network

■Pursue political ambition

■Solve a personal or business problem

■See new exhibitor products/services

■Go to parties

■See a unique venue or city

■Hear a famous speaker or see a

celebrity entertainer

■Investigate a new industry/profession

■Participate in sports and recreation

■Just “get away from home”

Figure 6-1

Motivation to attend for the association

participant typically is more

inconsistent, variable, and overlapping

than that of the corporate event

attendee. The degree to which

attendance is voluntary (association) or

mandatory (corporation) will affect the

marketer’s message significantly.