“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
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 ...