The Event Marketing Handbook

Industry expert Allison Saget shows marketing professionals how to maximize return on investment for the dollars their companies spend on events. Features case studies, planning templates, sample time frames, event programs, and names of associations.

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This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser’s perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin – the supply and the demand – in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers.

Covers all aspects of trade show marketing - setting objectives, planning, promoting, executing, measuring performance, generating leads, working with the media, following up, and much more. Real-world case studies put the book's tips and techniques into action, and forms and illustrations are included where appropriate.

Are you interested in learning how event marketing can drastically improve your business and profits? Are you tired of getting nowhere fast? The event marketing playbook is a strategic guide that explains how to setup, promote and profit from events. Whether you are planning events for a nightclub, conference, trade show, executive retreat, golf outing, corporate or customer appreciation events, company dinner, holiday party, fundraising gala, team building events or even product launch events, this book will teach you how to create events that attract new customers, referrals and a consistent flow of sales that you can rely on. This book will teach you the importance of event marketing, reveal 26 ideas on how to get paid more money, and best practice examples and templates for the event planning process. If you want to learn everything you’ll ever need to know about event marketing, this is the book for you! What is inside of this book? >> Event Marketing Basics Benefits of Event Marketing 26 Ideas for Getting Paid More Event Marketing Goal Guide Examples of the Event Planning Process Sample Event Action Plan >> 3 Month Event Marketing Timeline Top 10 Ways to Generate Sales at the Event 5 Social Media Strategies for Event Promotion Top 3 Event Management & Ticketing Systems 10 Questions You Need to Ask Venues 21 Types of Venues Who Will Accommodate >>How to Attract Corporate Sponsors 15 Types of Staff You Need to Hire 11 Reasons Sponsors Will Give You Money 8 Strategies to Generate Massive Exposure Where to Hire Temporary Event Staff >> Top Revenue Generation Strategies 10 Ways to Increase Revenue on Event Day Over 15 Event Marketing Resources with Links FAQ's on Events and Getting Started

Produced by the advisors to the Nobel Peace Prize and the 1984 Olympics, this book offers practical event management and marketing advice flavoured with various anecdotes in one easy-to-read format. It explains precisely how to build image or company recognition by sponsoring diverse sizes and types of events ranging from entertainment to sports. It also covers every stage of marketing, logistics, finance, concessions and public relations.

This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation. The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. The book is essential reading for all students studying Events Management, and provides valuable reading for students, academics and practitioners interested in marketing and public relations in general.

This Remarkable Book Targets The Event Professional As Well As The Novice In Highlighting The Efforts Needed To Conduct An Event Of Any Nature. India-Centric, In Its Focus, The Book Also Has A Plethora Of International Examples Aimed At Providing An Indepth Understanding Of Events As A Strategic Communication Tool At The Generic Level.