How to Develop Scenarios for Future Event Marketing Programs

Event risk managers often use scenario planning to forecast potential hazards or hazardous situations. Event marketers must also use scenarios to determine how to anticipate and, therefore, be prepared for challenges and opportunities that may disrupt or enhance their event marketing plan. Figure 8-4 provides five sample

Scenarios and Action Steps


Economic downturn occurs in community six months before festival opens.

Major military action is announced before event.

Major competitor announces that it will hold its exposition one week after yours is held.

Energy costs rise and reduce auto travel for those who would otherwise attend your event.

Negative media stories circulate about your event's safety record and economic losses.

Action Steps

Work with the office of economic development to provide services at the festival to stimulate employment, foster business-to-business development, and promote the economic impact of the festival. Offer family passes at reduced rates to decrease single-ticket cost and raise overall per capita spending from food, drink, and souvenir purchases.

Offer discounts for military personnel, veterans, and their families to promote patriotic spirit of your organization.

Differentiate your event from the other through testimonials from previous attendees and endorsements from leading experts. Offer deep discounts for early registration.

Promote in conjunction with transportation companies alternative transit to your event, including bus tours, rail travel, and air packages. Demonstrate savings to ticket buyers in all advertising. Offer discounts to guests who use public and other alternative forms of transportation.

Anticipate and promote positive statistics about your event through spokespersons, testimonials, industry experts, and others. Develop a speaker's bureau to reach out to new groups and spread the good news about your event.

Figure 8-4

At any time, the marketing strategy may be changed by outside influences that impact negatively on the potential attendance. Anticipating such problems and devising response plans will provide for fast, effective action steps.

scenarios and examples of how you can use these scenarios to increase sales for your event.

Obviously, you cannot anticipate every potential problem; however, you can generally outline the most likely conditions that will positively or negatively impact your ability to market your event product. Therefore, it is essential that you have at all times a plan ready to seize potential opportunities and mitigate threats, ensuring that your marketing plan remains stable and successful despite changes brought about by new and emerging scenarios. In the past, event marketers may have said, "I had no control over the company going on strike or three weeks of rain," but, in the 21st century, event marketers must constantly devise these scenarios and be ready to embrace them with strategies to produce successful outcomes.

Creating an Online Business Plan

Creating an Online Business Plan

Your online business plan needs to make sure it addresses the management and administration structure in other words your organization’s breakdown. Online businesses often have a simpler organization structure than a traditional business, but that’s not always the case, and it must be clearly defined.

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