Marketing Messages And Hedges

摘要

The marketing materials on the Web site promoting the Net. Finance conference carry a message that a year ago would not have been a selling point: The hotel hosting the Worldwide Business Research event stands 8.2 miles from the Las Vegas strip. "That's way too far to walk," the Web site promises prospects. "You won't even see the bright lights of Vegas.'' The lure of casinos has been replaced with a new draw: cheap airfares. The marketing message highlights the affordability of a trip to Las Vegas and offers tips to help attendees pitch their participation to the boss. It also indicates a shift under way in a conference industry adapting to meet the challenges of tightened travel and marketing budgets. "We need to prove the value of our events and help our customers justify the expense," said Amit Das, managing director of the U.S. division of Worldwide Business Research.