Future Event Marketing Methods

As a direct result of the influencers shown in Figure 8-1, event marketers must begin to employ new techniques to reach event attendees in a cost-effective, high-impact way. To generate the greatest return on event marketing (ROEM), event marketers and their stakeholders must use different methods to reach individual event markets as shown in Figure 8-2.

Therefore, whether you are marketing a social event or the Olympic Games, your paradigm is about to change. This change will occur as you carefully research your target market and then carefully and thoughtfully, as well as skillfully, develop and implement your marketing strategy. While it is possible to borrow marketing methods from one type of event and use them within the context of another, each type of event generally requires a precise marketing strategy that enables you to rapidly capture the attention of your target market, quickly and thoroughly provide them with enough information to make a positive decision, and then effortlessly influence them to invest in your event. It is essential that you become an expert in the type of event that you are about to market just as an auto mechanic specializes in specific vehicles and a doctor specializes in specific maladies. As a professional event marketer in the 21st century, you must not only be a generalist, but also a knowledgeable specialist in your event field.

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