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Eddie Brewer said on May 5th, 2012 at 12:35 pm

The trend of promoting a one-day event year-round is a practice I see continuing in the future, because it has shown itself to be successful and creates more avenues for organizers to market their event and bring in more revenue. Year-long campaigns allow the event to remain on the public’s conscience longer, and the campaigns being run by the New York and Boston Marathons are good examples. These events by nature are simple events, but year-long campaigns extend these events longer and create more awareness in the public’s mind. I agree that these campaigns are winners for all involved. The event gets increased awareness; advertisers see their investment stretched over a long period due to this awareness, and the participants benefit from the increased revenue from the longer advertising campaigns. Hopefully, beneficial deals like those that have already taken place will become the norm in the sports world

Cecil McCumber said on May 9th, 2012 at 3:41 pm

We’ve definitely seen a growing interest, on the part of event coordinators, to extend the marketing impact around an event as much as possible both pre and post event (and during event by tapping into attendee social media). Marketers can offer greater exposure for potential sponsors and, with the use of social media and follow up correspondence, generate a community around an event that is beneficial for all.

Eitan Hefetz said on May 17th, 2012 at 7:57 am

Cecil – I’m totally with you with regards to the huge potential connecting the event experience to Social Media. We have operated a new instant-photo-sharing solution just recently at the Tel Aviv Gillette Marathon and generated more than 2 million Facebook impressions within 24 hours of the event (see – http://i.pic2go.com/CS/TelAviv_Gillette_Marathon_2012.pdf).
I’ll love to hear more about your practices and tools. Eitan.