Value the elusive ‘Event Enthusiast’
Early in my career, my group was tasked with the development and implementation of a plan to increase ticket sales for a major annual sporting event that drew reasonable attendance with little marketing effort or expenditure. After much internal discussion and preliminary analysis of prior years’ sales, we developed a planning mechanism that remains a part of our strategic arsenal, to this day. Simply articulated, we created an exhaustive list of potential elements of the marketing/promotional/media mix, as rows down a spreadsheet. We then listed potential target segments as columns.