By Leonard H. Hoyle
Authored via a widely known determine within the field.* evaluation chapters discover issues reminiscent of digital advertising techniques, investment, budgeting, advertising, and advertising.* person chapters deal with the variations serious about advertising kinds of events.* Examines destiny tendencies and key matters comparable to the right way to achieve new occasion attendees.* contains appendices with pattern varieties, contracts, and extra.
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Additional resources for Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions (The Wiley Event Management Series)
COMPETITIVE COSTS When positioning an event, a prime consideration is the cost of admission. What level of registration fee is the competition charging? What level of success are they experiencing? ch01 3/13/02 7:21 AM Page 20 20 Chapter 1 Introduction to Event Marketing audience being sought, and meet that expectation. Some organizations hold events where admission is free (because of limited resources of the attendees) and the costs are covered by exhibitors, sponsors, and supporters. Others may set the cost of participation exceedingly high in order to attract only the market niche represented by big spenders and industry leaders.
Let’s take a look at just a few of these marketing pioneers. BILL VEECK Bill Veeck was professional baseball’s first promotional genius. As owner of the Cleveland Indians, Chicago White Sox, St. Louis Browns, and two minor league teams, he was a showman without peer. He understood that in the 1930s and 1940s, a country coming out of the depression and war years needed something more than the game on the field in order to spend precious dollars. They needed entertainment and excitement, and he was certainly committed to enterprise.
Barnum and the Ringling Brothers had in mind in the first place. GEORGE PRESTON MARSHALL Marketing genius is found in those who take fledgling enterprises and through innovation and customer involvement build hugely successful products. George Preston Marshall was such a marketer. ch01 3/13/02 7:21 AM Page 8 8 Chapter 1 Introduction to Event Marketing football team and moved the franchise to Washington, DC, renaming it the Washington Redskins. In those days, professional football was more of a curiosity than serious sport.