Not because they aren’t a great idea, but because most marketing types assume customer loyalty can be bought.
Don’t get stuck in the old way of thinking about events: meetings, conventions, exhibitions, meet & greets. The days of your event budget being eaten by a simple venue/space booking to set-up your pop-up display and then quickly tear it down a few days later are over. The changes that have happened and proven to bring the best results are being used by everyone from Red Bull, Coca-Cola, Smirnoff, Blackberry, Nintendo, and progressive banks. The event revolution started primarily in the ultra-competitive beverage and highly restricted tobacco industries but now Austria-based Red Bull, who seemingly are the biggest upstart story of the last decade, is the standard-bearer of perfectly executed event strategies.