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Marketing Festivals,

Fairs, and Other

Special Events

Experience Is the Name Everyone Gives to Their

Mistakes

—OSCARWILDE

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Create a marketing program unique to festivals, fairs, and other

special events
■Coordinate sponsors and media programs

■Combine advertising, public relations, and promotions for spe-

cial events
■Use street promotions and other unique methods to gain exposure

■Use celebrities and VIPs effectively

■Brand events for exclusive exposure

■Measure the effectiveness of marketing festivals and events

■Create guerrilla-marketing events

CHAPTER 7