Event Marketing

The Five Ps of Event Marketing

The successful event marketer is at first the consummate student of his or her product. The product may be an educational program, a county fair, or a full-fledged convention. It may be a reunion for a fraternal organization or a corporate product launch. If you are marketing the event, there are essential elements as shown in Figure 1-4 that you must know and questions you must ask of the event sponsor. 1. What Is the History of the Event Many veteran marketers will attract participation...

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. In 1937, he purchased the old Boston Redskins professional 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. Baseball was the national pastime. Football was something to do on a...

P T Barnum And The Ringling Brothers

Phineas Taylor Barnum set the stage in the 1800s for using the outrageous and bizarre in attracting attention to his enterprises. He was responsible for developing methods of advertising and promotion that became known as ballyhoo, a term synonymous with attention getting. Businesses around the world, perhaps without realizing it, still employ his principles of entertainment, excitement, and enterprise. And they profit from it. Barnum created his own stars and then promoted them through...

Acknowledgments

There is no single, definitive instruction manual in the glove compartment of the event marketing vehicle. In reality, there are thousands of such manuals, each building on the books of knowledge that preceded them and adding to the bodies of knowledge that will fill the stream of future information. I am blessed to have been associated with the best of the best during my career. Among my mentors are scholars, marketers, managers, writers, educators, financial analysts, researchers, association...