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Chapter 8 Trends in Event Marketing

Marketing

How can we know the future? Conjure it like

Merlin, study it like an astronomer, or divine it

like a fortune teller? Perhaps we can only deduce

it, like Sherlock Holmes?

—THEFUTURIST, JULY–AUGUST 2001

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Identify the leading trends that will affect your future event mar-

keting efforts
■Understand and use future event marketing methods in conven-

tion, corporate, exposition, festival, social, and other events
■Determine the best future practices in reaching your target mar-

ket in the most efficient and high-impact manner
■Develop scenarios for future event marketing programs relevant

to changing demographics and psychographics
■Improve your event marketing segmentation skills

■Refine your event marketing evaluation methods

■Develop and implement new, cutting-edge event marketing

strategies to beat your competition

CHAPTER 8