Ten Event Marketing Influencers and Resulting Trends
Influencer Trend
Aging demographics Larger print will be used for brochures and other
text.
More disposable income The number of events before and immediately after
the main event will be increased to capture more
revenue while the guest is at the destination.
Improved technological delivery Video streaming on the World Wide Web will be
used to demonstrate speakers, entertainment,
recreation, and other benefits of attending the event.
Faster technology Real-time registration will be available 24 hours a
day, 7 days a week with instant confirmation and
special financial benefits for early registration
through yield management software.
New media outlets Advertising will extend to nontraditional sites
such as schools, clubs, offices, rest rooms, amuse-
ment parks, and other venues where guests may
experience a wait time.
New vocabulary Copy writers will begin to use the slang and jargon
practiced by visitors to chat rooms on the World
Wide Web and will avoid “scammers” and
“flamers” and embrace key buzz words popular
within the netster generation.
Emphasis on health benefits As the population ages, the need for work/
vacations will increase. Therefore, event marketers
will stress the health, recreation, and well-being
aspects of the event.
Seamless registration Transportation, accommodation, registration, and
ancillary tours will be available through central
Web sites to capture as much revenue as possible
from each individual guest.
Multilingual communication Instant translation software will provide
prospective event guests with a choice of
languages to respond to the event offer and make
registration and ticket sales a global enterprise
with no barriers to non-English speakers.
Terrorism alerts Focus messages on safety and security where
appropriate and emphasize the need to be there to
benefit fully from the event.Figure 8-1 A careful analysis of attendee needs and lifestyles, as well as the level
of financial and sociopolitical resources represented, will directly influence the
creation of precise marketing strategies.