For four years, Mickey Markoff flew high with the Budweiser Air & Water Show in Chicago. Now, he's in Fort Lauderdale, Fla., promoting the first Shell Air & Sea Show. His plan: put on a $2 million show-free to the public-without government money. Wooing sponsors will be key.
Title: President, MDM Group
Goal: Event sponsorships that enable corporations to justify their investments and fulfill their objectives.
Prediction: As corporations
Tip: Identify the corporate objective before signing onto any sponsorship.
Pet peeve: Event promoters who don't take the sponsor's objectives into consideration in planning.