| Event marketing has been masterfully used by many firms to insure the success of their retail businesses. But few small businesses take advantage of the many faceted results produced by special events. Because of misconceptions concerning the organization of the special event, many fear they lack the talent to choreograph a memorable occasion. Far greater yet are those who believe the cost of a special event to be overwhelmingly prohibitive. According to Linda Surbeck, author of Creating Special Events, "Smaller companies with smaller budgets and more modest goals can scale down their investments and still produce an effective, memorable event ... "; This paper is intended to prove the value, produce-ability, and affordability of event marketing to the small business owner or operator, and to prove to you, the small business owner, the profitable financial return of event marketing and its importance when in competition with major chain retail stores. |
