Chapter 1

What Is an Event and What Is Event Marketing?

“Next to doing the right thing, the most important thing is to let people know you're doing the right thing.”

John D. Rockefeller, oil magnate and philanthropist (1839–1937)

When you have completed this chapter, you will be able to

  • Make practical distinctions between the marketing of events and events as marketing strategies themselves,
  • Understand the wide scope of various event marketing activities and the multiple elements of their makeup,
  • Describe and effectively argue to other stakeholders the importance of marketing through and with events,
  • Develop an understanding of the diversity, scale, and variety of events that require marketing strategies, and
  • Comprehend how event marketing is expanding globally and improving to benefit events themselves and the numerous products and services marketed through events.

Strategic event marketing is doing the right thing and letting people know you are doing the right thing. The difficult part is to know what the right thing is and knowing the best way to let people know. For example, would an event supporting ecology sponsored by the oil industry be a good thing, and if it is, who should be informed, and how?

The application of strategic marketing concepts to the organization and promotion of planned events is concerned with overcoming a range of difficulties. Put simply, it will help you to design the event that is most likely to meet its objectives, and to manage the communication ...

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