The Need for Strategy

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 think so, as marketing is by its nature a strategic approach to meeting goals and objectives, which definitely involves thinking things through. Being strategic is natural enough then, as we ....