The document discusses strategies for developing customer-driven events and promotions. It recommends establishing clear objectives, doing research on target markets, developing a creative theme and plan, choosing effective delivery methods, and evaluating promotion results. Customers are increasingly engaged online, so digital delivery and social media should be considered. Evaluation is important to measure a promotion's success in meeting objectives like increased participation, sales or revenue.

1. CUSTOMER-DRIVEN EVENTS AND PROMOTIONS A SHIFT IN THINKING… CUSTOMERS ARE MORE INVOLVED IN THE PRODUCTS/SERVICES YOU PROVIDE Robin Hovey-Stapp, Senior Marketing Coordinator Amy Leon, Senior Marketing/Events Coordinator Erin Holley, Marketing Coordinator/Events