Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

Emphasize Benefits

Describe Overriding Reasons for Events

Use Personal Approach

Appeal to Needs

National, Regional, State, Local Audience

Disciplines and Interests of Audience

Audience Awareness of Nature of Event

Level of Experience (Novice to Expert)

Market Schedules/Patterns

Time of Day

Day(s) of Week

Time of Year (Seasonality)

Uniqueness of Venue

Convenience

Travel Accessibility

Availability of Local Support

Explain Purpose of Event

Determine and Create Expectations

Prioritize and Identify Program Features

Review the "Who?" Principles

1. Why?


2. Who?


3. When?


4. Where?


5. What?

Figure 2-2

The five Ws of marketing are critical to developing all

promotional strategies. They must form the basis of all market

research and development of the marketing message.

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