The Event Marketing Handbook

The Event Marketing Handbook

4.8 6
by Allison Saget, Peter Vessenes
     
 

Event marketing is big business: U.S. corporations invest more than $300 billion a year in every kind of event-from webinars, tradeshows, product launches, and golf hospitality functions, to user groups and customer conferences.

In The Event Marketing Handbook, industry expert Allison Saget shows marketing professionals how to maximize return on investment

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Overview

Event marketing is big business: U.S. corporations invest more than $300 billion a year in every kind of event-from webinars, tradeshows, product launches, and golf hospitality functions, to user groups and customer conferences.

In 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. She believes that event marketing is a strategic, dynamic discipline linked to a firm's business objectives and sales goals. The key, according to Saget, is a great BLT-Brand recognition, Lead generation, and Thought leadership.

In this A-to-Z guide, Saget shows professionals how to drive results through integrated marketing activities, such as advertising, direct mail, and public relations. She also answers crucial questions like: "How do I reach my target audiences?" "Why and when should we use celebrities at our events?" and "How do I plan a press and analyst program within an event?"

Packed with case studies, planning templates, sample time frames, event programs, and names of associations, The Event Marketing Handbook is designed for every marketer who wants to think strategically, remember the fundamentals, plan carefully, and achieve results. Beginners and seasoned veterans alike should own this book.

Highlights In The Event Marketing Handbook, readers will discover:

•An end-to-end process, from planning through measurement

•Cautionary advice to help them avoid pitfalls and problems

•Myriad tricks of the trade from industry insiders, such as event producers, management companies, exhibit houses, and event moguls

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Product Details

ISBN-13:
9781419515064
Publisher:
Kaplan Publishing
Publication date:
01/01/2006
Edition description:
New Edition
Pages:
322
Product dimensions:
7.25(w) x 9.00(h) x 0.64(d)

Meet the Author

Allison Saget is president of her own event marketing consulting firm that helps clients reach their key business objectives through events. In her 20-year marketing career, she has created, designed, and managed well over 1,000 events, and worked in advertising, television and direct marketing. Her clients have included Harcourt Achieve, Oracle, SAP, Tektronix, and Cardinal Business Media.

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