Brand Planning : 42 Defining a Successful Special Event

A successful special event is one that helps a company or group meet a specific marketing objective – increasing awareness, building brand/product goodwill and introducing a brand/product. Like all other components of a marketing plan, a special event should have a measurable objective, a business rationale, a marketing strategy and supporting executional tactics. Additionally, a special event should have a project manager who creates and administers a task list, a timeline and a line item budget.

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