The Event Marketing Handbook

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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: 1/1/2006
  • 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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Customer Reviews

Average Rating 5
( 6 )
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  • Anonymous

    Posted December 15, 2013

    The Event Marketing Handbook provides key branding insights on h

    The Event Marketing Handbook provides key branding insights on how to promote corporations at strategic events. It clearly establishes guidelines as well as follow-up templates that apply to all industries. This is an absolute necessity for incorporating brand marketing into event planning. 

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  • Posted November 4, 2009

    A great tool for students or anyone interested in event marketing!

    I am an advertising student who has read more than my fair share of marketing books and briefs. I like this book because it is clearly written in a way that is easy to understand and does not try to go over the reader's head. The author, Allison Saget, recognizes that people are reading the book to learn and not because they already know everything about the world of marketing. She uses her own personal success stories paired with different topics to illustrate the event planning process start to finish in clear detail. I would strongly recommend this book to anyone interested in learning more about the world of marketing or event planning.

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  • Posted November 3, 2009

    more from this reviewer

    perfect condition

    My book arrived on schedule and is is great condition.

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  • Anonymous

    Posted October 12, 2006

    A must have for marketing professionals

    Even though I've worked in hospitality and entertainment industry for the last 14 years, and am the manager of a team of eight, I found The Event Marketing Handbook to be right on the money. When reading it, I felt as though the author Allison Saget was talking directly to me and truly understands the components of event marketing. The templates are also a great resource as well. Besides being an easy and fast read, it gives a perspective that's long overdue in the industry that it's all about shortening the sales cycle. It's on our list as a department must-read and I encourage anyone in any marketing discipline whether pr, advertising, online, communications etc. to own this book.

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  • Anonymous

    Posted November 29, 2006

    Exceptional detail and checklist by one of America's best

    As a global professional operating primarily from Asia, I am so pleased to have discovered Allison Saget's outstanding detail and explanation. An ideal template for operating in the West. I highly recommend this to other global professionals - Tai Tai ( from Hong Kong

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  • Anonymous

    Posted September 28, 2006

    Practical guide to getting maximum marketing advantage from your events

    Event marketing is more than throwing a great party. Like any marketing endeavor, its ultimate goal is to generate sales. Author Allison Saget keeps her eye on the prize as she teaches you how to plan and execute your next event. She emphasizes that event marketing must be an integral part of your company¿s total marketing strategy. She covers every aspect of event marketing, including choosing an event, working with sales, crafting a message, generating leads, measuring results and rising above the competition. The book is filled with practical templates and forms she developed during her 20 years in the business. Saget¿s attention to detail gets a bit tedious for example, she meticulously describes the best way to pack a suitcase, but that is easy to forgive because so much of the information is valuable. We encourage you to read this thorough handbook before you rent that tent.

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