How to Develop Scenarios for Future Event Marketing Programs 177Scenarios and Action Steps
Scenarios Action Steps
Economic downturn occurs in Work with the office of economic development
community six months before festival to provide services at the festival to stimulate
opens. employment, foster business-to-business devel-
opment, and promote the economic impact of
the festival. Offer family passes at reduced
rates to decrease single-ticket cost and raise
overall per capita spending from food, drink,
and souvenir purchases.
Major military action is announced Offer discounts for military personnel, veterans,
before event. and their families to promote patriotic spirit of
your organization.
Major competitor announces that it Differentiate your event from the other through
will hold its exposition one week testimonials from previous attendees and
after yours is held. endorsements from leading experts. Offer deep
discounts for early registration.
Energy costs rise and reduce auto Promote in conjunction with transportation
travel for those who would otherwise companies alternative transit to your event,
attend your event. including bus tours, rail travel, and air
packages. Demonstrate savings to ticket buyers
in all advertising. Offer discounts to guests
who use public and other alternative forms of
transportation.
Negative media stories circulate Anticipate and promote positive statistics about
about your event’s safety record your event through spokespersons, testimonials,
and economic losses. industry experts, and others. Develop a speaker’s
bureau to reach out to new groups and spread
the good news about your event.Figure 8-4
At any time, the marketing strategy may be changed by outside
influences that impact negatively on the potential attendance.
Anticipating such problems and devising response plans will
provide for fast, effective action steps.