1

Introduction to

Event Marketing

No Great Thing Is Created Suddenly

—EPICTETUS(CA. 50–120)

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Identify some of the pioneers of event marketing

■Understand the evolution of event marketing as practiced by as-

sociations and professional societies
■Appreciate the basics of integrative marketing in order to cap-

ture the optimum audiences available to you

CHAPTER 1

History is rich with examples of creative geniuses who have
dreamed beyond the borders of the conventional in order to de-
velop awareness and increase sales for their events. We can learn
much from their unique and sometimes outrageous stunts and at-
tractions. While their venues and ventures were very different,