industry. Today, that event still attracts sell-
outs, except that now it draws 800 atten-
dees, rather than 200, and nets more than
$250,000 for its coffers.
The lessons? The association used qual-
itative research techniques to find the source
of the problem. It used the marketing tech-
28 Chapter 1 Introduction to Event Marketing
nique of exclusivity to raise eyebrows and
attract the attention of secondary markets
within its industry. And its strategy of ana-
lyzing “place” as one of the key Ps of mar-
keting was essential to accommodating in-
credible growth and industry awareness.Chapter Challenge
You have been hired as an event marketing
consultant by a state medical association.
Your charge is to increase attendance and
revenue and to create greater awareness of
the organization in the medical community.
The association’s conventions have been
held in the same urban location for years,
attendance is dwindling, and costs are ris-
ing. The convention is typically a two-day
meeting, held over the weekend. Program-
ming is heavy on technical symposia and
light on social events. There is a small expo-
sition, primarily open only during coffee
breaks. There is no significant spouse partic-
ipation or youth participation.
What marketing strategies would you
consider to turn the organization’s event
around in terms of attendance and income?