Event marketers have the same issues with which to deal. Are
attendance trends at the annual Veteran’s Day parade up, down, or
stagnant? Are sponsorships in demand or declining? Which community precincts are conspicuous by their representation? Which
are not? The marketing executive responsible for the annual community awards and recognition gala must be equally investigative.
Is attendance growing? Are essentially the same people coming
each year? If so, are they growing older, retiring, becoming less influential than in years before? Are our newer markets being overlooked, both as attendees and as honorees?