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

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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.
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