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

■Are there any traditions or rituals that must be presented to

project the corporate message, such as company songs and

slogans, festivals, contests, sports and recreation activities,

and family-oriented activities?

■What adjustments or evolutionary changes in the corporate

message are desired, to be introduced at the event but, even

more important, to be projected through the marketing strategy

that precedes the event and establishes the desired message?

■Is there a formal set of policies and procedures establishing

corporate behavior? Elements such as internal standards of

addressing other employees of different rank and other in-

teractions, decorum for public behavior, and requirements

for meeting preparation and participation are essential to un-

derstanding the profile of the company and the expectation

of its employees.

It is essential that you do your homework.The diversity of cor-

porate cultures and messages are complex and wide. Applying one

set of marketing strategies to one company’s needs will not apply

to all. The successful marketing executive reads the needs of the

corporation before prescribing the marketing plan.

Marketing Incentive Programs

Incentive programs are designed with one element in mind: to re-

ward exceptional sales performance and other levels of achieve-

ment by employees during a defined period of time, in order to

meet corporate goals and objectives. Standards to be achieved for

an employee to become eligible often include sales, but also may

involve production levels, tenure with the company, new ideas

and concepts, or cost-saving strategies.

More than any other type of corporate event, the incentive pro-

gram demands that effective marketing be utilized from the be-

ginning to emphasize the levels of performance required to win a

trip to an exotic location (often with spouse or guest) or a special

award or bonus. Extensive promotion should begin at the time the

goals of the company and the rewards available for achieving those

goals are established. It should continue throughout the campaign

to keep those targets in front of employees and remind them of the

deadlines toward which they are working to be eligible for that

138 Chapter 6 Marketing Corporate Meetings, Products, Services, and Events