Event Marketing
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Event Marketing

How to Successfully Promote Events, Festivals, Conventions, and Expositions

C. A. Preston

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eBook - PDF

Event Marketing

How to Successfully Promote Events, Festivals, Conventions, and Expositions

C. A. Preston

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About This Book

event marketing

CATERING & EVENTS

THE WILEY EVENT MANAGEMENT SERIES

practical guidance for launching highly visible event marketing campaigns

The new and fully up-to-date Second Edition of Event Marketing offers a complete set of tools, strategies, and best practices for designing every phase of a successful, integrated marketing campaign for any event—from small conferences and expositions to giant fairs and festivals.

Designing a campaign that attracts attention, motivates people to attend, and achieves the goals of the event organizers requires creativity, effort, and the kind of informed guidance you'll find here. Event Marketing covers every form of promotion, advertising, and public relations, in both traditional and online media. This edition has been thoroughly revised and expanded to include the very latest on social media and online marketing, consumer behavior patterns, and corporate sponsorships. Modern case studies and exhaustive resources make it ideal as both a textbook for students and as an everyday resource for working practitioners.

Features include:

  • In-depth coverage of promotions, advertising, PR, and both traditional and online marketing strategies, as well as budget financing
  • Detailed case studies and analyses of marketing plans for specific events, such as conferences, corporate meetings, large festivals, and more
  • The very latest in current trends and innovations, including digital marketing strategies and social media
  • Comprehensive appendices offering online resources and links to event marketing associations and societies, media tracking services, electronic marketing services, and more

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Information

Publisher
Wiley
Year
2012
ISBN
9781118514214
Edition
2
Topic
Business
Subtopic
Hospitality, Travel & Tourism Industry
Index
Business
1
Chapter 
1
What 
Is 
an 
Event 
and 
What 
Is 
Event 
Marketing?
When 
you 
have 
completed 
this 
chapter, 
you 
will 
be 
able 
to
• 
Make 
practical 
distinctions 
between 
the 
marketing 
of 
events 
and 
events 
as 
marketing 
strategies 
themselves,
• 
Understand 
the 
wide 
scope 
of 
various 
event 
marketing 
activities 
and 
the 
multiple 
elements 
of 
their 
makeup,
• 
Describe 
and 
effectively 
argue 
to 
other 
stakeholders 
the 
importance 
of 
marketing 
through 
and 
with 
events,
• 
Develop 
an 
understanding 
of 
the 
diversity, 
scale, 
and 
variety 
of 
events 
that 
require 
marketing 
strategies, 
and
• 
Comprehend 
how 
event 
marketing 
is 
expanding 
globally 
and 
improving 
to 
benefit 
events 
themselves 
and 
the 
numerous 
products 
and 
services 
marketed 
through 
events.
“Next 
to 
doing 
the 
right 
thing, 
the 
most 
important 
thing 
is 
to 
let 
people 
know 
you’re 
doing 
the 
right 
thing.”
John 
D. 
Rockefeller, 
oil 
magnate 
and 
philanthropist 
(1839–1937)

Table of contents