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

sensitive management issue. It behooves the marketing ex-

ecutive to carefully follow the directions of management in

developing a marketing approach, if any is required at all.

Internal and External Communications

Whether the corporate event is the grand opening of a new shop-

ping mall, introducing an upcoming auto show, or cutting a rib-

bon for a new dealership, both internal and external communica-

tions should be strategized.

Communicating the corporate event is most effective when

both internal and external resources are embraced. For example,

the purposes of a training program should be communicated first

through appropriate channels within the headquarters office. Fo-

cus group reaction may be invited and adjustments made to the

program, prior to dissemination of the information to branch of-

fices, distributor regions, retailers, or other markets to persuade

them to attend the event.

The typical internal departments that should be considered for

the focus group may include:

■Executive management

■Public relations

■Marketing

■Human resources

■Corporate events

■Sales

■Franchisee, distributor, and wholesaler divisions

■Finance

■New product

■Research and development

Not unlike a product launch, the marketer should consider this

an “idea launch” in order to invite candid response and facilitate

fine-tuning before turning to external communications to create

awareness and enthusiasm for the event. Further, the exercise will

create a proprietary interest in the enterprise among those through-

out the corporate headquarters, whose support is essential for the

success of the project.

When refined through internal input, the event program can be

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