Hands Across America, sponsoring little league uniforms, Virginia Slims Tennis Tournament, Ben & Jerry's campaign to save the rain forest. This is lifestyle and event marketing. As the cost of reaching customers skyrockets, marketers must look for more efficient ways to reach their market. This growing marketing phenomenon creates personal, innovative, memorable campaigns that significantly affect consumer buying patterns for the long run. Written by Alfred Schreiber, who was the driving force behind such pioneering lifestyle events as Hands Across America and the Olympic Torch Relay, this book shows marketers everywhere how to put the principles of lifestyle marketing to work making money for their organizations. Lifestyle & Event Marketing shows how to cut through the clutter of advertising in a cost-effective way with techniques that work equally well at companies of all sizes, from the GMs and IBMs to small businesses eager to take a leading role in the regions where they operate. It explains the best ways to connect with customers' attitudes, beliefs, and aspirations through effective, sensitive campaigns to fight world hunger, save the rain forests, sponsor arts and music festivals, clean up local landfills, fund literacy programmes and computers for schools, and more. Throughout, readers will discover how to get any marketing message across to different demographic groups; forge vital and lasting relationships with the customers they most want to reach; command brand loyalty and get the maximum return for marketing dollars spent; and establish ongoing programmes that build stronger customer loyalty but which can actually cost less with each passing year.