sumer and audience values, desires, and needs. In the final analy-
sis, the term “satisfies” is the critical component of any marketing
effort. Without customer satisfaction, that is, the delivery of the
product as promised, future marketing efforts may prove daunting
if not fruitless. It is for this reason that marketing must be consid-
ered not as an adjunct but as an integral part of product and event
design and the strategic management of the organization itself. En-
lightened organizations do this. Those that do not will find in
their competitive analyses many more weaknesses than strengths
and many more threats than opportunities.
Yo u Are the Future of Event Marketing
According to Barbara Moses, in order to recession-proof your ca-
reer, you must employ 12 strategies for bad times and good. Moses
suggests that individuals must take charge of their careers, ensure
their employability, create a fallback position, know their key
skills, prepare for areas of competence, market effectively, act type
A but be type B, build emotional resilience, stay culturally cur-
rent, be a compelling communicator, fortify their finances, act
like an insider and think like an outsider, and, finally, reward
themselves.
These same principles can easily be applied to marketing your
organization’s event services and products. The event is a living,
breathing, albeit temporary business that requires a multifaceted
approach to ensure a successful marketing outcome. Moses adds
that “whether we have conventional full-time jobs or are contin-
gent, contract, or freelance workers, we are all living and working
in the TempWorld. In TempWorld everything shifts.”
As a professional event marketer, you are living in a temporary
world every moment. The events of 9-11 remind us of how fragile
the temporary world has become. Therefore, your ability to use the
principles in this book to effectively research, design, plan, coor-
dinate, and evaluate your event marketing strategies will ulti-
mately not only determine your success, but will, in fact, affect the
success of many other events as well. You are not only marketing
a single event or several events, but are ultimately responsible for
helping market the entire event industry. By applying the princi-
ples in this book, you are well positioned for the success you de-
serve. Who knows, the next event you attend could very well be
Yo uAre the Future of Event Marketing 191