Studies of handle show that the influx of these new people do not bet. They do not come back as there was a missed opportunity on what the venue is all about.
If your experience at a place is limited to a gimmick, what associations to that place do you recall?
What is the purpose of marketing? to promote a product totally and with follow up. TO PROMOTE THE PRODUCT THE VENUE PRODUCES.
Example: a car dealer has a famous band come to their dealership. They get extra sales people in the crowd to promote the product that the gimmick brought out: CARS.
If you do not follow up on the gimmick, you have wasted everyone's time.
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