Event Marketing: How to Successfully Promote Events, - download pdf or read online

By C. A. Preston

ISBN-10: 0470891076

ISBN-13: 9780470891070

1st edition.
As the occasions industry turns into more and more saturated, it really is crucial for a winning occasion specialist to appreciate using strategic advertising plans. occasions are everywhere—in the U.S. by myself, there are greater than 2,500 tune gala's a yr, for instance, whereas the united kingdom hosts over 70 varied beer fairs every year. In this type of crowded industry, how can the development planner make sure that his or her occasion stands proud? advertising professional Chris Preston has the solutions during this moment version of Event Marketing. From the fundamentals of marketing an occasion to using occasions as advertising and marketing ideas themselves, Preston presents common suggestion and knowledge on the entire most up-to-date occasion advertising recommendations. The e-book starts off with sections on what "event marketing" relatively skill, and the way the sector has developed all through time. Preston then explores occasion advertising thoughts from either a conceptual and functional perspective, and gives info on sponsorship and company branding. The e-book covers advertising for all sorts of occasions, together with gala's, company and organization occasions, and social capabilities, and a whole bankruptcy on electronic occasion advertising and marketing covers the entire most up-to-date e-marketing concepts. Case experiences supply real-world examples of profitable advertising efforts, whereas dialogue Questions for every bankruptcy supply possibilities for extra exploration of key suggestions. As advertising turns into an more and more very important ability for occasion administration execs, this thoroughly revised moment version of Event Marketing could be a must have for operating execs, scholars, and aspiring occasion planners far and wide.

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Extra resources for Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions (The Wiley Event Management Series)

Example text

Ch01 3/13/02 7:21 AM Page 16 16 Chapter 1 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Introduction to Event Marketing Proximity to the potential attendees and ease of travel Availability of parking for a commuter audience Ambiance and originality of the site Logistical practicality of staging a particular event Surrounding attractions/infrastructure for ancillary activities Existence of related audiences, organizations Degree to which the location fits the character of the event Safety, security of event attendees Availability of public transportation (airport and city) Availability of overflow space (sleeping and meeting rooms) Figure 1-2 The decision to choose a location is based on more than the appearance of the facility.

Columnist Bob Considine described it this way: “A Redskins game is something resembling a fast-moving revue, with cues, settings, music, pace, tableaux and, hold your hats, boys, a ballet. ” Marshall was marketing his team as all-encompassing entertainment on a Sunday afternoon, not just a football game. He was drawing families, not just fans. A football game at old Griffith Stadium became an event. Football was just an integral part of the celebration. Yet another example of Marshall’s brilliance in producing stunts and promoting his product was the annual arrival of Santa Claus at the game scheduled just before Christmas.

Lurye’s concept was to change the association’s chapters from passive to active marketing partners. He would give them a proprietary interest in the enterprise. So he created a major reception and dinner as a highlight of the convention and challenged the chapters to be among the first 20 to sponsor “hospitality centers” in which they would offer food and drink indigenous to their localities, giveaways of memorabilia, and costumed characters reminiscent of their state’s history. Only 20 theme centers were available.

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Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions (The Wiley Event Management Series) by C. A. Preston


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