Car Keys to Success
One association, in order to protect its exhibitors from de-
creased attendance on the last day of the show, negotiated
a partnership-marketing arrangement with an auto dealer
to give away a new car to a lucky attendee during the fi-
nal hour. The auto dealer was prominently mentioned in
all advance publicity, and its general manager partici-
pated in the awards presentation.
Attendees stayed in large numbers to deposit cards for
the raffle during the final day of the exhibits, and they
gathered in a huge crowd to witness the drawing as the
new car provided the backdrop for the event.
What was the key to holding the audience?
The winner had to be present to collect the new car
keys at the drawing. Exhibitors and buyers stayed on to
watch the festivities and congratulate the winner, and the
trade press was on hand to interview and photograph the
winner. In other words, rather than tailing off to an unex-
citing ending, the conference ended on the most exciting
note of the three days of activities.32 Chapter 2 Event Promotion, Advertising, and Public Relations
■Honors and awards
■Door prizes
■Raffles
■Video highlights of the event, with interviews and candid pictures
■Drawings for free registration at the next event
■Silent auction
■Announcement of major organizational strategies or changes
■Special “Olympic” competition
■“Childhood pictures” contest (guess the identity of organizational
leaders from blow-ups of childhood photos)Figure 2-1
One of the greatest marketing challenges is that of holding
the audience until the end of the meeting. Exciting awards,
prizes, competitions, and postevent tours are often used to
encourage this.