By Steven Wood Schmader
Ebook by means of Schmader, Steven wooden, Jackson, Robert
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Extra info for Special Events: Inside and Out
Media frequently determine news value by attendance and, if nothing else is going on, will cover an event that draws a crowd. Often that coverage is a response to civic duty, tradition, or habit. Introduce new, high-quality competition, however, and see which event gets the greater amount of media time and space. Sponsors, perhaps feeling the pull of civic responsibility and being aware of thousands of participants, are willing to buy into the event. For awhile, anyway. But again, offer them a more creative or polished event and they will take their dollars to it because that's where the people and the media go.
Tying into an event once or twice, then deciding it's not for your company and moving to another is a waste of money. In most instances, the rule is to stick with an event for at least three or four trials, unless failure is a certainty or there are other very serious mitigating circumstances. Conduct or buy a feasibility study before creating an event, and research existing events before sponsoring them. Page 18 Page 19 Chapter Four A Matter of Quality The Definitive Need Too many events today are bad.
Events allow them to create an affiliation with a specific target audience(s) at the "lifestyle level" that will hopefully translate to purchasing decisions later. Among the market segments most often targeted by companies are: Rural populations Senior citizens Young people Ethnic minorities Employees/Retirees Women Families 5. To Help with Good Corporate Citizen Role More and more, companies are taking seriously their responsibilities to the communities in which they reside or serve. They feel they owe residents more than payrolls and taxes.
Special Events: Inside and Out by Steven Wood Schmader