“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
Peter F. Drucker, social ecologist (1909–2005)
When you have completed this chapter, you will be able to
This chapter is a guide to the activities that constitute event marketing, and as with all worthwhile endeavors we will begin with strategy. Strategy must precede any planned event if it is to be considered of importance to those involved, participating, or attending. Another way of putting it is to know beforehand that what you are doing is the best thing to do, under the circumstances. Perhaps you know this only too well, but refer to it as thinking something through rather than strategy, which sounds rather distant and formal. You would be right to ...