CHAPTER SUMMARY

Strategic event marketing is about striving to make the right decisions and deploying resources where they are most needed, in the manner most likely to generate the most positive impressions in your attendees. Moreover, it is about doing these things better than the competition. I have stressed that it is about thinking things through, and about the process of weighing alternative courses of action.

Every event is different. What is best for any event differs on a case-by-case basis. That is why the approach outlined here bows to that knowledge and has provided a framework that can apply to any event scenario, so that event-specific information, known only to individual event marketers, can be effectively processed, and good decisions can be made that will benefit the event. Importantly, I have avoided telling you what to think, but rather provided a conceptual structure within which to think, in your own terms, using your own language and geared to maximizing your experience and knowledge.