ABSTRACT
This chapter examines a strategic approach to festival and event marketing planning, and how the event manager carries out all of the marketing planning activities necessary to achieve the event’s objectives, as set out in the event’s strategic plan. It begins by examining the nature of marketing along with those characteristics of events that impact decision making in this area. The steps in the strategic event marketing process are then identified and discussed. Approaches to keeping an event’s marketing planning efforts on track are then described along with how best to approach the task of evaluating the success or otherwise of an event’s marketing efforts. The chapter concludes with a case study, ‘A dissection of modern-day event marketing strategies’.
