Ebook Free Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, by C. A. Preston
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Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, by C. A. Preston
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A modern, completely updated guide to effective event marketing
As the events market becomes increasingly saturated, it is essential for a successful event professional to understand the use of strategic marketing plans. Events are everywhere—in the U.S. alone, there are more than 2,500 music festivals a year, for example, while the UK hosts over 70 different beer festivals each year. In such a crowded market, how can the event planner ensure that his or her event stands out? Marketing expert Chris Preston has the answers in this second edition of Event Marketing. From the basics of promoting an event to the use of events as marketing strategies themselves, Preston provides straightforward advice and information on all the latest event marketing techniques. The book begins with sections on what "event marketing" really means, and how the field has evolved throughout time. Preston then explores event marketing strategies from both a conceptual and practical standpoint, and provides information on sponsorship and corporate branding. The book covers marketing for all types of events, including festivals, corporate and association events, and social functions, and a full chapter on digital event marketing covers all the latest e-marketing strategies. Case studies provide real-world examples of successful marketing efforts, while Discussion Questions for each chapter provide opportunities for further exploration of key concepts. As marketing becomes an increasingly important skill for event management professionals, this completely revised second edition of Event Marketing will be a must-have for working professionals, students, and aspiring event planners everywhere.
- Sales Rank: #133798 in Books
- Published on: 2012-03-13
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .90" w x 7.70" l, 1.55 pounds
- Binding: Hardcover
- 320 pages
From the Back Cover
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:
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In-depth coverage of promotions, advertising, PR, and both traditional and online marketing strategies, as well as budget financing
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Detailed case studies and analyses of marketing plans for specific events, such as conferences, corporate meetings, large festivals, and more
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The very latest in current trends and innovations, including digital marketing strategies and social media
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Comprehensive appendices offering online resources and links to event marketing associations and societies, media tracking services, electronic marketing services, and more
About the Author
CHRIS PRESTON is the program leader of marketing for Queen Margaret University's School of Business, Enterprise and Management, in Edinburgh, Scotland. He has extensive experience in the academic world of marketing and events as well as a commercial marketing background at the corporate level.
The late Leonard Hoyle Jr., CAE, CMP, authored the first edition of this book. He was the dean of the American Society of Association Executives' School of Management, served as chairman of the Convention Industry Council, and was an adjunct professor at The George Washington University.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
great condition
13 of 14 people found the following review helpful.
Finally... a book by a pro. Really well done. For any level student or practitioner.
By Pauken Player
I teach Event Marketing at the undergraduate level and inherited a text from prior professors. The students found it to be "silly" and juvenile; it was tough to keep their noses it in. I found myself apologizing for it by the end of the semester. I won't embarrass that author and will instead stick to positives about this one.
Written eloquently, replete with a wonderful, dry British wit, this author does a superb job setting up the *strategic* role and value of events. He is thorough in the business pros and cons of the tactic and comprehensive in his array of event types.
His language is straightforward; his points are fully developed and supported with reinforcing "5 Things You Need to Know" themes at least once a chapter. These make for excellent reminders and class discussion points.
Is this a text book? Yes. Is it enjoyable to read outside of a class setting? Absolutely.
This brand new book is currently like a fabulous but as-of-yet-undiscovered restaurant or great wine. I have no doubt that it will become the industry standard in no time. It really resonated with my students and have inspired several to go into Events as a full-time profession. Whether you're on the buy or sell side of events -- including and especially senior management -- you will appreciate all that has to go into a great event... before, during and after -- by spending a few hours with this magnificent guide.
4 of 4 people found the following review helpful.
UK-centric, non-tactical overview of the event marketing industry
By amie sheridan
While this book is a good general read on the different facets of event marketing, I would not recommend it for use in the classroom. US-based instructors beware, as most of the examples in this text are from the UK. The author does a nice job of touching on different aspects of the events industry in a broad sense, but he does not dive into any one area in great detail. The section on "e-event marketing" could use some fine-tuning, in particular. Furthermore, there is no real tactical information in this text. It would be nice to see an event marketing plan template of some kind and more detailed guidelines on how to market an event. Generally speaking, this book is acceptable for those who want to gain basic, surface-level knowledge on the event marketing industry, but not recommended otherwise.
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