in event production because the costs of printing, postage,
advertising, public relations, and other basic marketing ex-
penses may not be considered part of the event budget. In-
stead, it may be treated as part of the organization’s general
overhead and operating expenses. The marketer will be con-
sidered an integral part of event production when that event’s
budget provides for marketing as a primary event function
and income-expense center.
What Are the Financial Demographics of the Target Audi-
ence?Analyze your market’s ability to pay. This sounds sim-
ple, but it is critical to the marketing effort. An event de-
signed for executives who have access to corporate credit
cards and can charge their participation as business expenses
will likely be priced at a higher level than an event designed
for those who must pay from their own personal wallets.
Market research will help determine the ability and willing-
ness of attendees to pay ticket prices at various levels and,
therefore, influence the planning of the event itself.3. PLACE
In the real estate industry, the old saying about ascertaining the
value of a property is “location, location, location.” The same is
said in the hospitality industry when planners decide where to
buy or build new facilities. It is no less true when marketing an
event. The location of your event can dictate not just the atten-
dance, but the character and personality of the event as well. This
is a consideration for the earliest part of the planning stages.
For example, for an event being held at a plush resort, the set-
ting for the event should be a key part of the marketing strategy.
The event site may even be the major draw featured in brochures
and advertising. An awards dinner at a new public facility in your
town should emphasize the opportunity to experience the facility
as an exciting highlight of the event itself.
On the other hand, an educational seminar at an airport hotel
would not necessarily feature the attractiveness of the site but
rather could emphasize the convenience and functionality of the
location as the major asset for the attendee. Place should be mar-
keted with a number of important elements in mind as shown in
Figure 1-2.
The Five Ps of Event Marketing 15