Risk Management for Events, 2nd Edition

9Marketing issues

Know your customers

This chapter will examine how to:

• Recognize the role and functions of marketing and their use in risk assessment activities
• Develop strategies for employing marketing communications in proactive and reactive situations
• Identify and manage the threats and opportunities associated with sales and sponsorship initiatives
• Integrate marketing activities to facilitate synergy and reduce risk exposures

Introduction

Marketing is an important facet of overall event management because the event will not be successful or sustainable unless there are attendees. Many events have a distinct marketplace character (e.g., trade shows, arts and crafts fairs). Sponsorship of existing events and specially created events ...